On sponsoring and CSR involvement. Two theories explaining their effects on a company’s attractiveness for candidates

  • Jacek Wozniak University for Finance and Management, Warsaw

Abstract

The use of e-recruitment for hiring personnel is constantly expanding. However, the scientific understanding of factors affecting company employer brand during e-recruitment, is still poor. Research into corporate social responsibilities (CSR) shows that information about the company’s involvement in these areas makes its image more positive, including its image as an employer. CSR is an umbrella concept, which includes activities similar to traditional sponsoring of sports and cultural events. Two theories explaining the impact of information on attractiveness of the employer’s brand in the e-recruitment process are presented. The aim of the text is to check which of them – cultural fit or signaling theory – more adequately explains the changes in how a candidate perceives a company’s attractiveness, when given information about its’ sports and cultural sponsoring and environment-related activities. The effect of both positive and negative information concerning a company’s activities on its employer image in the e-recruitment situation is analyzed. Data from an questionnaire filled in by 80 young full-time workers shows that positive information about a company’s CSR and sponsoring activities affects candidates according to the cultural fit model, while negative – according to the signaling theory model. The consequences for theory and managerial practice are described.

Published
2016-04-26
How to Cite
Wozniak, J. (2016). On sponsoring and CSR involvement. Two theories explaining their effects on a company’s attractiveness for candidates. Romanian Journal Of Communication And Public Relations, 16(2), 58-72. doi:10.21018/rjcpr.2014.2.182
Section
Articles

Keywords

employer branding, fit theory, signal theory, CSR, cultural and sport sponsorship