Effects of Pro-Environmental Recruiting Messages: The Role of Organizational Reputation

The purpose of this study was to examine the effects of a pro-environmental corporate message on prospective applicants' attitudes toward a fictitious hiring organization. Drawing from signaling theory, we hypothesized that an environmental message on the organization's recruitment website would increase prospective applicants' perceptions of organizational prestige, which would then increase job pursuit intentions. Personal environmental attitudes were also examined as a possible moderator. Participants (N = 183) viewed a web site printout that either did or did not contain a message indicating the organization's environmental support. Participants rated their attitudes toward the environment, perceptions of the organization, and job pursuit intentions. Findings demonstrated that the environmental support message positively affected job pursuit intentions; further, this effect was mediated by perceptions of the organization's reputation. Contrary to the person-organization fit perspective, the message's effects on job pursuit intentions were not contingent upon the participant's own environmental stance. These findings highlight the importance of corporate social performance as a source of information for a variety of job seekers. Even relatively small amounts of information regarding corporate social performance can positively affect an organization's reputation and recruitment efforts. In general, this research contributes to the growing body of literature on corporate social responsibility. It is the first study to test whether the effects of pro-environmental recruiting messages on job pursuit intentions depend upon an applicant's personal environmental stance. In addition, this is the first study to demonstrate reputation's meditational role in the effects of corporate social responsibility on recruitment efforts.