The Impact of Corporate Social Responsibility Activity Level on Talent Attraction

Abstract

This study aimed to explore the impact of the overall level of corporate social responsibility activities on talent attraction through three dimensions: the impact of corporate social responsibility activities on talent attraction under the environmental responsibility dimension, the impact of corporate social responsibility activities on talent attraction under the employee responsibility dimension, and the impact of corporate social responsibility activities on talent attraction under the social welfare responsibility dimension. Drawing on the social identity theory, the signaling theory and the employer brand theory, the study employed the quantitative research method and empirical analysis methods to assess whether higher CSR levels enhance employer attraction. Based on a questionnaire survey of 321 valid responses and SPSS statistical analysis, the findings indicate that CSR has a significant positive impact on talent attraction. Among the three dimensions, employee responsibility demonstrates the strongest influence, followed by social welfare responsibility and environmental responsibility, suggesting that active practices related to employee welfare, development, and social contribution are more effective in drawing potential talents. The results highlight the strategic value of CSR in recruitment and employer branding, revealing that CSR activities not only represent corporate social obligations but also function as important signaling mechanisms that shape talents’ attitudes and behavioral intentions. Accordingly, this study recommends that enterprises increase their investment in CSR, diversify CSR initiatives across environmental protection, employee care, and social welfare, strengthen CSR communication and information disclosure to enhance transparency and authenticity, and integrate CSR achievements into recruitment promotion and employer brand building to cultivate trust, stimulate interest, and ultimately enhance talent attraction.

Keywords: corporate social responsibility, talent attraction, employer branding, recruitment strategy

6717195008 Wei Hualin, 2568 (2025). Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, สารนิพนธ์ (Independent Study), The Impact of Corporate Social Responsibility Activity Level on Talent Attraction, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย