Genuine CSR motive and organizational attractiveness: The effects of a Company's inconsistent CSR behaviors on moral jobseekers

Abstract Research on recruitment shows that jobseekers display positive attitudinal and behavioral responses to potential employers' corporate social responsibility (CSR), while corporate social irresponsibility (CSI) works contrariwise. However, few studies have examined how jobseekers react to companies that show the two attributes in an inconsistent way. This study investigates how jobseekers' perceptions of a company, shaped by its CSR history, are changed based on its recent CSR/CSI practices. It also examines how jobseekers' moral traits affect their perceptions of and behavioral intentions toward the company, influenced by the (in)consistency of its CSR. The results of a scenario‐based experiment with 203 subjects show that jobseekers perceive a company with a strong (vs. weak) CSR history as warmer and infer that its CSR motive is genuine. However, when they obtain information about the company's recent CSI practices, they tend to perceive that the motivation of the previous CSR is not genuine and are less likely to be attracted by the company. This tendency is amplified when the jobseekers have a strong propensity to belong to ethical organizations. This research contributes to the literature on the effects of the (in)consistency of a company's CSR on its external stakeholders.