Overcoming country-of-origin image constraints on hiring: the moderating role of CSR

Abstract

Unfavorable home country images pose challenges in attracting talent abroad for emerging-market multinational enterprises (EMNEs). Drawing on signaling theory, this study suggests CSR activities may be a strategic way for EMNEs to overcome this issue. An experiment involving 189 Korean job-seekers showed that while they are more likely to pursue jobs with US than with Chinese firms, positive CSR activities have a demonstrably stronger impact on application intentions toward Chinese firms compared to US firms. CSR may thus be instrumental in helping EMNEs secure access to human resources abroad.