The impact of CSR perceptions on employer attractiveness: an empirical study

Résumé Fr En

Cette recherche s’interroge sur l’impact de la perception de l’engagement RSE de l’entreprise sur son attractivité en tant qu’employeur vis-à-vis de futurs jeunes diplômés en management. Plus précisément, elle vise à vérifier si ces futurs diplômés sont plus susceptibles d’être attirés par un employeur en fonction de leur perception des engagements en matière de RSE de ce dernier. Une enquête par questionnaire a été administrée à 295 étudiants de Master 1 et 2 en sciences de gestion, dans des universités en France et au Maroc. Les résultats montrent globalement un faible impact de la perception de la RSE sur l’attractivité de l’employeur potentiel. Une analyse par pays permet de confirmer ce résultat.

This study examines the impact of the perception of a company’s commitment to CSR on its attractiveness as an employer, as perceived by management students. More specifically, it aims at checking whether or not future business graduates are more likely to be attracted to an employer based on their perceptions of that company’s commitment to CSR. A questionnaire-based survey was carried out with 295 first- and second-year master in management students in French and Moroccan universities. Overall, the results show that the perception of CSR has no significant impact on the attractiveness of a potential employer. A country-specific analysis confirmed this result, as no difference between French and Moroccan students was found. The paper’s findings show that future employees may not be as sensitive to CSR aspects as could have been expected. It suggests that graduates are likely to be more attracted by their own expected working conditions as opposed to general CSR practices.