Impact of Corporate Social Responsibility on Employer Attractiveness: Evidence from a Selected State University, Sri Lanka

Abstract

This paper attempts to identify the impact of corporate social responsibility (CSR) on Employer Attractiveness (EA) among final year management undergraduates in a selected state university, in Sri Lanka. Concerns about whether a company engages in CSR activities may be a crucial consideration for applicants in deciding whether or not to apply for or accept a position at a company since there is little attention given to studying CSR and EA among final year management undergraduates of a selected state university, in Sri Lanka. To achieve the main purpose, five hypotheses were developed and tested in non-contrived setting. The study was cross-sectional in time and the sample size of this study was 291 respondents by administering a structured questionnaire which consists of 46 statements with five point Likert scale. The unit of analysis was at individual level and data collection was mainly based on electronic version mail using Google form. The data analyses were conducted using univariate and bivariate methods through SPSS 23. Findings of the analysis disclosed that CSR has a significant impact on EA among final year management undergraduates in a selected state university, in Sri Lanka and all hypotheses were accepted. Further, this study supports to fill the existing theoretical and practical gap and is helpful to the top management of organizations to understand the importance of CSR in EA.