Corporate social responsibility propaganda and employer attractiveness: moderating effects of compensation level and corporate integrity level

Increasing numbers of companies have added corporate social responsibility (CSR) propaganda into their recruitment activities. Research about whether CSR propaganda can improve employer attractiveness has not been thoroughly discussed yet. Therefore, based on signal theory and social identity theory, the relationship between CSR propaganda and employer attractiveness is examined in this paper. Furthermore, the moderating effects of compensation level between CSR propaganda and employer attractiveness are analyzed based on elaboration likelihood model. The moderating effects of integrity level between CSR propaganda and employer attractiveness are analyzed based on halo effect. Experimental data from a sample of 112 seniors are used as well as variance analysis is adopted to test the hypotheses. The result shows that CSR propaganda has a positive effect on employer attractiveness. Corporate integrity can consolidate the positive relationship between CSR propaganda and employer attractiveness. When corporate compensation level is high, CSR propaganda has nothing to do with employer attractiveness. When corporate compensation level is low, CSR propaganda will contribute to increasing employer attractiveness. This paper can expand the theoretical application of CSR propaganda in the field of human resource management and make a guiding contribution to corporate to attract talents for CSR propaganda.