The impact of CSR on Employer Choice

The diploma thesis focuses on corporate social responsibility (CSR) and its impact on people considering switching employers. Its primary aim is to assess the impact of CSR and CSR-related activities on job seekers. Candidates are divided into three generational cohorts currently in the labour market - Generation X, Y, and Z. The secondary goal is to determine how the candidates perceive CSR and whether their perceptions differ according to their generation. The theoretical part characterizes corporate social responsibility (CSR) and its impact on HR management. Furthermore, the concept of ESG, closely related to CSR, is introduced. Finally, Generations X, Y, and Z are characterised. In the practical part, secondary research is conducted on the data of companies currently leading in CSR/ESG. Another section of the practical part is a questionnaire survey conducted among representatives of Generations X, Y, and Z. The research shows that CSR influences candidates in the selection process, but it is not more important than work colleagues, good management, or sufficient financial compensation. However, respondents across all generations perceive CSR in an overall positive way. Candidates give the most weight to activities related to the social aspect of CSR, more specifically to employee care or working conditions. Based on the evaluation of the survey results, recommendations are provided to the people responsible for CSR in the companies.