Browsing by Author "Nottensteiner, Lisa"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
- The influence of CSR on employer attractiveness and application for the millennial generation : a case study on BMWPublication . Nottensteiner, Lisa; Mendonça, Bianca Soraya Soares Vilhena deThe car industry has suffered from severe scandals in the past decade. The most recent and striking scandal was the Volkswagen emissions affair in 2015, that resulted in reputational damages for the entire industry. Ensuing consequences are manifold, but potentially most detrimental in the area of employee attraction, as firms operating in high-competitive environments face an increasing challenge of acquiring a sufficient number of talented employees. CSR can provide a competitive advantage in corporate reputation and employee attractiveness, as millennials, the current generation entering the workforce, are ever more socially and environmentally conscious. This thesis aims at understanding how CSR can influence the application process and employer decision of millennials, investigated by the case of BMW, one of the foremost CSR-conscious companies in the car industry. Findings based on an extensive empirical analysis of students about to enter the workforce suggest that CSR has a significant effect on employer attractiveness and likelihood of application. However, BMW focuses only on promoting its internal CSR strategies and should therefore adapt its communication content to potential employees in order to attract millennials and further guarantee their competitive advantage within the industry.