The Study On The Relationship Between Corporate Social Responsibility And Employer Attractiveness In China

This research arranged the dimensions of corporate social responsibility based on the framework of stakeholder theory, and divided CSR into six parts:legal responsibilities, staff security, consumer liability, environmental liability, commercial liability and public liability. Then we analyzed the relationship between corporate social responsibility and employer attractiveness.Due to the dimensions of corporate social responsibility and employer attractiveness exist some cross, on the one hand, the performance of corporate social responsibility improves the employer attractiveness directly; on the other hand, it can sent to job seekers a signal that this corporate has stronger power and sustainable development, to help job seekers choose and help corporate build employer attractiveness.To approve this hypothesis, aim at the university graduates, we used survey and experimental analysis to investgate the relationship between corporate social responsibility and employer attractiveness.Survey results indicated that the majority of respondents have given a positive answer, indicating that corporate social responsibility can convey the strength of enterprises, corporate image, corporate culture, sustainable development and other signals, and the survey can be recognized that a corporate with good social responsibility can assist the careers’development. Further more,we used the method of independent sample, tested six variables include gender, ethnicity, family background, educational level, professional and graduate schools group by group, and the results show that in addition to national issues in the individual items showed differences, the other group result in many item showed differences, so individual differences do exist in the cognitive about his relationship.Experimental analysis selected three dimensions of consumer responsibility, environmental responsibility and public responsibility which with high attention in the social concern, simulated the scene with different performance of coporate social responsibility to respondents, then tested the employment options. And further regression analysis of experimental data. The results showed that the selection of the three dimensions of corporate social responsibility correlate with employer attractiveness evidently, six individual characteristics variables in addition to educational level correlate with employer attractiveness markedly, which further validates the hypothesis that corporate social responsibility can help enterprise establish its employer attractiveness, but conclusion of survey and experimental analysis is not entirely consistent on national and educational level factors.In summary, there is the positive relationship between the performance of corporate social responsibility and employers attractiveness, and with different characteristics, the individual’s perception of this relationship are differences.