Enhancing organizational attractiveness through CSR consistency: Examining the impact of corporate hypocrisy, conceptual fluency, and proactive communication in HR recruitment

Abstract

Incorporating corporate social responsibility (CSR) into organizational strategies has become essential, demonstrating a dedication to ethical conduct and sustainable practices. This paper investigates how consistency in CSR practices impacts organizational attractiveness. Drawing upon the theory of the continuum model of impression formation, two separate studies were undertaken to investigate the influence of CSR consistency (both consistent and inconsistent CSR) on the appeal of organizations. Besides, these studies aimed to evaluate the mediating roles of conceptual fluency and perceived corporate hypocrisy in this relationship, as well as the moderating effect of two corporate communication strategies (proactive and passive). The study found that perceptions of corporate hypocrisy played a significant mediating role in the link between inconsistent CSR practices and the appeal of an organization. This mediating effect was diminished by the use of proactive communication strategies. In contrast, conceptual fluency was identified as a key mediator in the relationship between consistent CSR practices and organizational attractiveness, with its mediating effect being enhanced by proactive communication strategies. This study makes a novel contribution by focusing on the temporal stability of CSR initiatives and broadens the understanding of whether sustained engagement in CSR activities over time confers greater organizational attractiveness than occasional or random initiatives. This study extends the theory of the relationship between perceived CSR and job seekers and provides guidance and recommendations for CSR activities and HR recruitment practices for companies in the post‐epidemic era.