Making your CSR message effective: A language perspective on the impact of CSR on job seekers’ organizational attraction

Employers are increasingly including information about their corporate social responsibility (CSR) effort (the CSR action) and its impact (results of the CSR action) in recruitment messages to attract job seekers. However, in contemporary times, when all employers are using these CSR claims to differentiate themselves in the labor market, evaluating the effectiveness of CSR messages in attracting job seekers becomes important. In this research, we suggest that to leverage the potential of CSR messages in attracting job seekers, it is pertinent to pay attention to the nuances of CSR language used in displaying CSR information. Drawing on the literature on language, communication, and organizational attraction, we claim that using personal compared to impersonal language in communicating CSR effort increases organizational attractiveness. Further, we also claim that the language of CSR effort (personal vs. impersonal) interacts with CSR impact’s goal framing (positive vs. negative) to influence job seekers’ attraction towards the organization, such that it is highest in the personal + negative condition. Using a pilot study, one preliminary study, two experimental studies, and a follow-up study, we also demonstrate that job seekers’ anticipated warmth and meaningfulness mediate the above interaction effect. This research provides important theoretical and practical insights for attracting high-quality applicants by effectively communicating CSR initiatives.