[The following is an abstract of a study conducted by Dr. David J. Hagenbuch, associate professor of marketing at Messiah College; Dr. Steven W. Little, principal consultant, InfoWorks, Inc.; and Dr. Doyle J. Lucas, professor of management and DBA program director at Anderson University. The study was presented at the 2010 Christian Business Faculty Association (CBFA) Conference, Oct. 21-23, 2010, in Lakeland, Fla.]
Many top employees are interested in working for socially responsible companies that allow them to make meaningful contributions to their local communities and the world. While research has found a positive relationship between corporate social responsibility and employer attractiveness, the current study has extended the line of inquiry by examining prospective employees' attraction to three specific approaches to corporate social performance (CSP): donation, volunteerism, and operational integration. This empirical analysis, which involved a survey of over 1,800 students from small private colleges and large public universities located in seven states, produced several significant findings, although surprisingly only partial support for the study's three main hypotheses. As expected, the sample as a whole demonstrated significantly more attraction to volunteerism than to donation. Interestingly, however, prospective employees rated operational integration significantly lower than both volunteerism and donation. As a result, several intriguing questions have emerged, namely why job candidates are not more attracted to organizations that integrate their economic and social goals. The findings hold important implications for educators and for businesses wanting to better serve their employees and society.
Read the full manuscript of the study: Serving Society By Serving Employees [PDF]
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Anderson University is a private Christian university of 2,600 undergraduate and graduate students in central Indiana. Anderson continues to be recognized as a top Christian college: in 2010, U.S. News and World Report ranked Anderson University among the best colleges and universities in the Midwest for the seventh consecutive year. Established in 1917 by the Church of God, Anderson University offers more than 65 undergraduate majors and graduate programs in business, education, music, nursing, and theology.