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The Mediating Role of Employer Brand in the Relationship Between Corporate Social Responsibility and Job Search Intensity: Based on the Perceptions of Generation Y
corporate social responsibility
job search intensity
Increasing demand along with the decreasing supply for employees has resulted in a war for talent in the labor market. The attending retiring Boomers generation additionally creates a wave of generational transition in the workforce. At the time that almost 76 million Boomers are getting retired, approximate 80 million Generation Y (Gen Y) workforce will begin to feature in the workplace. Although this cohort of generation is reported to have the most distinctive values among different generations, the evidence about Gen Y’s distinctiveness in work values is still mixed. Furthermore, since Gen Y has entered the labor market when organizations become increasingly engaged in corporate social responsibility (CSR) activities, organizations are attempting to behave in a socially responsible way in order to find more “talent solution” for Gen Y. However, few studies examine the relationship among organization socially responsible fulfillment and various forms of competitiveness; additionally, a rising extensive attention to the employment brands has come to the field of human resources. Researchers have claimed that having a strong employer brand, organizations appears to employ “the best and brightest” talents. Therefore, this study aims at to the extent which an organization practicing in a socially responsible way can make its employer brand more favorable to prospective employees. Especially understanding the views of Gen Y in the context of job search has become significant issues to human resource management nowadays.
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