STRATEGICALLY LEVERAGING CSR AS A RECRUITMENT TOOL TO ENHANCE ORGANIZATIONAL ATTRACTIVENESS” -A SURVEY OF IT PROFESSIONALS OF GUJARAT

Attracting and retaining the “right” people has becoming crucial for the organizations to function sustainably and successfully. To keep up to the requirements, organizations are trying and testing the impact of various strategies towards fulfillment of this objective. The present study focuses on the concept of CSR that was earlier viewed as just a “Philanthropic” gesture has now taken the form of “Recruitment Strategy”. This article offers a framework for companies to address CSR strategically and also envisages underlying dimensions CSR: a tool for organizational attractiveness— intentions and beliefs. Signaling Theory and Social Identity Theory have been emphasized in the present study. The study reveals that Signaling theory has profound impact (30.5%) on increasing Organizational Attractiveness followed by Social Identity theory (28.3%). The Sense of employees, that include policy towards employees, employer-employee relationship and employee welfare programs, also play a crucial role (20.7%) to alleviate organizational attractiveness.