A study of the Gen Y’s perspectives on CSR in relation to job attraction and retention.

• Main Authors: Lum, Xin Ying., Lee, Pee Hua., Tan, Edith.
• Other Authors: Lim-Lum Kit Wye
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Management::Social responsibility
• Online Access: http://hdl.handle.net/10356/48116
• Institution: Nanyang Technological University

Our research is aimed at finding out if Corporate Social Responsibility (CSR) has an impact on Generation Y’s (Gen-Y) job-related decisions, and the types of CSR policies that can be utilised by companies in attracting and retaining them. Gen-Y consists of those born between 1979 and 1994. Research has shown that Gen-Y is concerned about global affairs and is increasingly using CSR as a basis for their job-related decisions. Based on our literature review, there are seven types of CSR. We have narrowed them to four types for our research. They are namely environment, community, employee and product which form our hypotheses. Data was collected via quota sampling, through a self-administered survey with 230 respondents, of which 200 were usable. Our findings reveal that Gen-Y perceives CSR as important in their job-related decisions. In addition, environment, community and employee-related CSR policies have a positive impact on these decisions. Environment and community are areas which have a significant effect and hence companies should focus on these CSR policies to appeal to Gen-Y. Our findings also show that Gen-Y is particularly concerned about how companies treat their employees and thus companies should care for their employees. The limitations of our study include resource constraints and a lack of representative sample. The main difficulty faced was the respondents’ lack of complete understanding of CSR which led to the need to combine two of our hypotheses. Further research can be conducted with a more representative sampling method and a better-designed survey.