Exploring the Path from CSR to Employer Attractiveness through Trust and Citizenship Intention

This study explores how Corporate Social Responsibility (CSR) and Employer Branding influence Employer Attractiveness, with Public Trust and Organizational Citizenship Intention (OCI) acting as sequential mediators. Drawing upon Signaling Theory and Social Exchange Theory, a conceptual framework was tested using Structural Equation Modeling (PLS-SEM) based on data collected from 280 respondents representing the general population in South Sulawesi, Indonesia. The findings confirm that both CSR and Employer Branding have significant direct effects on Employer Attractiveness, and their influence is further amplified through the mediating roles of trust and OCI. Public Trust significantly strengthens OCI, which in turn enhances the public’s perception of the organization as an attractive employer. The model exhibits strong explanatory power, with R2 values indicating substantial predictive relevance. This research contributes to the existing literature by extending the examination of employer attractiveness to a non-employee population and by emphasizing the importance of relational and behavioral mechanisms in organizational reputation management. The study also highlights the strategic value of authentic CSR initiatives and employer branding in building sustainable engagement with external stakeholders. Future research is encouraged to explore these relationships longitudinally and across different cultural contexts, particularly in the digital communication landscape.