Job Seekers Perception on Green Employer Branding and Corporate Social Responsibility

The study analyzes the perception of students in their final semester studying at international higher education destinations on the green employer branding and corporate social responsibility. We believe that these job seekers are influenced by the social actions of potential employers and we will test this hypothesis using a statistical model. Data was gathered using a survey in which students reported demographic data about themselves, their perceptions about employer branding, the importance they placed on corporate social responsibility and other factors such as their views on the free market, their political engagement. The survey instrument combines measures from (Klimkiewicz & Oltra, 2017) and (Jost et al., 2003) A total of 101 respondents completed the questionnaire. The respondents were graduating or recent graduates from international higher education locations such as EMU and other universities across Europe. The relationship between perception towards CSR was analyzed by gender, work experience and the generation they are part of. The theoretical framework was established by conducting a thorough literature review using academic articles, books, journals, statistical information and prior studies on green employer branding and job seekers perspective on green employer branding. The data analysis and hypothesis testing was carried out using JAMOVI statistical software. Promoting a greener environment is a major goal for many businesses today, consequently findings from this study can help companies and managers improve their employer branding in line with this goal. International higher education institutions are faced with the expectation to contribute to the employability of their graduates and they can benefit from understanding the attitudes of students towards employer attractiveness and corporate social responsibility.