Work

Evaluating the Impact of Cause-Marketing on Job Seekers – An Extended Abstract

Year: 2016

Type: article

Abstract: Relevance to Marketing Educators, Researchers, and Practitioners: The positive impact of cause-marketing (CM) on the perceptions of job-related attributes provides for a competitive advantage in recruiting and hiring.We show how a company's engagement in CM can actually change job seekers perceptions of the organizational culture.These findings should encourage organizations to adopt CM and long-term engagement with social causes in order to signal positive organizational attributes to consumers, job seekers, and current employees.

Source: DigitalCommons - Kennesaw State University (Kennesaw State University)

Authors: Michael C. Peasley, Parker J. Woodroof

Language: English

Topic: Employer Branding and e-HRM

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: green

OpenAlex ID: W2554529844

FWCI:

Cites: 14

Cited by:

Related to: 10