Impact Of Sports Corporate Social Responsibility On College Students' Employment Appeal

In recent years,with the strong promotion of policies and capital,the sports industry has entered a golden development period,but the serious shortage of sports talents,especially the compound management talents,has aroused great attention from the academic and business circles.As the first productive force in the 21 st century,talent is the key to activating the sports market and developing the sports industry.How sports companies can attract a small number of sports talents from the external labor market and make better use of their competitive advantages has become the key to opening the sports industry.Management research shows that CSR is an important part of the construction of corporate culture.It can convey to the society the unique spiritual wealth and core values created by the company in its production and management activities.Actively taking on CSR can often establish a good image for the enterprise and enhance social reputation and status,and it will be easier to win the favor and recognition of job seekers.Unlike the basic characteristics of other companies,sports companies have a natural and close relationship with social responsibility.More and more sports companies have begun to focus on publicizing their CSR information,but little attention has been paid to the impact on the appeal of potential job candidates mechanism.With the fact that college students are the main force in the labor market,studying the psychological mechanism of CSR for college students' job search intentions will not only help to match their personal and corporate organizational values,but also have great practical significance for the expanding sports companies to gain talent competitive advantages,promote the construction of CSR and sustainable development.Based on the theory of signals,individual-organization matching theory and social identity theory,this paper selects sports corporate social responsibility(SCSR)as the antecedent variable,expected pride as a mediating variable,corporate size as a moderating variable,and organizational attractiveness as a result variable.This research structures a regulated intermediary model to clarify the psychological impact mechanism and boundary conditions of SCSR on college students' job search intentions.Taking the full-time undergraduates and postgraduates of Shanghai University of Sport as the research object,the content of this article is carried out through three campus recruitment of simulation experiments.Among them,experiment 1 was to verify the main effect of SCSR on the attractiveness of college job applicants.A total of 100 college students were invited to participate,and 96 experimental data were obtained after removing invalid samples,with an efficiency of96%.Experiment 2 was to verify the mediating role of expected pride and the moderating role of enterprise size.A total of 200 college students were invited and182 valid data were recovered,with an effective rate of 91%.In experiment 3,in order to determine the motivation of college job seekers for SCSR of different sizes,150 college students were invited,and 142 valid data were eventually recovered,with an effective rate of 94.67%.Finally,the research hypotheses were tested using a variety of statistical methods such as descriptive statistics,correlation,variance,and regression,and relevant conclusions as well as recommendations were drawn.The results of this study reveal that:(1)SCSR has a significant positive impact on the attractiveness of college job seekers,and pro-social practices have a higher degree of impact than pro-environment practices;(2)SCSR can significantly enhance the expected pride of college job seekers,moreover,job candidates will be more identifiable and tend to join business organizations with good reputation and high social status;(3)There is a moderating effect of corporate size on SCSR and expected pride,and the impact of SCSR on the expected pride of college student job seekers will become more apparent as the size of the company expands;(4)College job seekers are more inclined to classify social responsibility of large-scale sports enterprises as altruistic motivation,and classify social responsibility of small-scale sports enterprises as instrumental motivation.Finally,this article puts forward the following suggestions:(1)Sports companies should actively assume social responsibilities based on their size and strength,and establish a good corporate recruitment image;(2)Sports companies should strengthen social responsibility information disclosure and improve human resource management practice systems;(3)Colleges should strengthen the recognition and self-confidence of the sports profession,and shape the correct employment view of the college students.