Corporate Social Responsibility as an Organizational Attractiveness for Prospective Public Relations Practitioners

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Business & Society http://bas.sagepub.com/ Corporate Social Performance As a Competitive Advantage in Attracting a Quality Workforce
Daniel W. Greening and Daniel B. Turban Business Society 2000 39: 254 DOI: 10.1177/000765030003900302 The online version of this article can be found at: http://bas.sagepub.com/content/39/3/254

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Greening, Turban / CORPORATE SOCIAL BUSINESS & SOCIETY / September 2000 PERFORMANCE

Corporate Social Performance as a Competitive Advantage in Attracting a Quality Workforce
DANIEL W. GREENING DANIEL B. TURBAN
University of Missouri

Several researchers have suggested that a talented, quality workforce will become a more important source of competitive advantage for firms in the future. Drawing on social identity theory and signaling theory, the authors hypothesize that firms can use their corporate social performance (CSP) activities to attract job applicants. Specifically, signaling theory suggests that a firm’s CSP sends signals to prospective job applicants about what it would be like to work for a firm. Social identity theory suggests that job applicants have higher self-images when working for socially responsive firms over their less responsive counterparts. The authors conducted an experiment in which they manipulated CSP and found that prospective job applicants are more likely to…...

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