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Employer branding through the use of CSR: CSR's effect on university students in their preference for employment
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In the modern age of doing business companies have a set of expectations that they should satisfy in order gain the favor of the public. An increased focus the past few years has been placed on CSR – Corporate Social Responsibility, which has previously been linked to having a positive effect on many different sectors within companies. Because CSR is still an area which has a lot of growth opportunity we feel this concept will only become more prevailing in the world of business. For this reason we have chosen to investigate what effects CSR has as an employer branding tool on university students’ perceptions about a company, when they are searching for prospective employment opportunities.The most interesting individuals for this study are the people who will soon be applying for employment opportunities and we have therefore chosen to interview a small sample group. The information gathered was used to gain as much knowledge as possible about the effects that CSR has on the employer’s image and also how they research a company that they apply to. The findings suggest that companies that work with CSR can improve the company’s image, well-being, social belonging and in those ways also increase their attractiveness as an employer. Companies that communicate their CSR can in the same way use this to increase their attraction for specifically university students that are about to start their work careers. Benefits such as trustworthiness, increased workplace prestige and indication of actual work environment can also be obtained through the use and communication of CSR activities.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, CSR, university students, Employer branding, Employer Attractiveness, potential employees, application intent, preferences towards employers
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-51050Local ID: 846bde56-df28-48d0-8595-2dbb54d2f58fOAI: diva2:1024413
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Validerat; 20150628 (global_studentproject_submitter)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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