Does a social purpose matter to new talent? Understanding the importance of corporate social responsibility to university students

Abstract

The current study explored the perceptions of final year undergraduate and postgraduate students on CSR using Social Identity Theory and Signalling Theory. The lack of research in South Africa examining students’ perceptions of CSR and its possible influence on their choice of employer served as the motivation for the investigation. The study was carried out in the South African environment and a qualitative methodology was used to elicit the complex opinions held by these university students about CSR. A sample of 22 final year undergraduate and postgraduate students from diverse academic disciplines participated in this study. Purposive sampling was employed to select participants who possessed specific characteristics that fit the study while snowball sampling facilitated easier access to individuals who would be difficult to reach. The thematic analysis revealed several prominent themes. Themes of giving back to society, social accountability, inclusive work environments, diverse CSR priorities and influence of education and awareness emerged as central factors in students’ decision-making. While further investigations are needed, the study’s findings indicate that a social purpose does in fact appeal to new talent and that students exhibit a higher awareness of external CSR initiatives in comparison to a company’s internal CSR initiatives. The findings also indicated the growing importance of CSR as a determinant factor in students’ choice of an employer. While generalisation is not possible and further research is required the implications of these findings could assist managers and employers to highlight the importance of employer branding messages that emphasize a commitment to social responsibility, thereby fostering a stronger connection with new talent. Additionally, the awareness gap between students’ perceptions of external and internal CSR initiatives underscores an opportunity for organisations to enhance their communication of internal CSR strategies.