The impact of Corporate Social Responsibility on Student Perceptions of Employers

A Case study of MSc. Management students at a UK University

Abstract

Companies are progressively incorporating Corporate Social Responsibility (CSR) into employer branding initiatives to enhance their appeal to prospective employees. This research examines the impact of CSR engagements by companies on the workplace preferences of MSc students at Liverpool John Moores University (LJMU), UK, in response to the growing importance of CSR in attracting potential employees in today's competitive job market. A quantitative method was adopted and 80 MSc students from Liverpool Business School completed the questionnaire. The hypotheses were tested using SPPSS, and both correlation and multiple regression models were performed. All independent variables, including employee well-being, work-life balance, ethical business practices, community well-being, diversity, and inclusion, had a statistically significant positive relationship with job pursuit intention, highlighting their impact on employment preferences. However, participants prioritised practical considerations like salary and job availability when ranking priorities for future employment, indicating the influence of immediate economic factors on initial employment decisions. This study observed positive correlations between CSR factors and job pursuit intentions, emphasising the growing preference for socially responsible organisations in employment decisions, and students held positive perceptions of companies with sustainable practices influencing their future workplace choices.