The effect of corporate social responsibility perception on employer brand attractiveness: A research in the context of personality traits of generation Z individuals

The aim of this thesis study is to measure the effects of corporate social responsibility perceptions on employer brand perception in the context of the personality traits of Generation Z individuals who have just started to enter business life. In other words, it is aimed to reveal how effective the corporate social responsibility projects of the enterprises are in attracting the talented Z generation. It is observed that the studies carried out so far have focused on the X and Y generations. In addition, it has been determined that there is no study based on perceptual differences in the context of personality traits in the literature. It is an important contribution to the literature that this study makes a significant difference in terms of focusing on the Z generation, which is considered as the potential workforce of the near future, and revealing differences in the context of personality. In this direction, using the convenience sampling method, the questionnaire consisting of 81 statements was applied to the students in all departments of Kütahya Dumlupınar University Emet Vocational School and a total of 414 available questionnaire data were included in the analysis. The data obtained were tested with explanatory factor analysis, confirmatory factor analysis and linear regression analysis. According to the results obtained, it was concluded that the personality traits and the perception of corporate social responsibility of the Z generation individuals had a significant effect on the employer brand perception and the severity of this effect was different in individuals with each personality trait. Keywords: Corporate Social Responsibility, Employer Brand, Five Factor Personality Dimensions, Generation Z