CORPORATE SOCIAL RESPONSIBILITY ENGAGEMENT AND ORGANIZATIONAL ATTRACTIVENESS: DOES COMMUNICATION PROTECT WHEN COPING WITH CRISIS?

Abstract

According to the existing literature, the more socially responsible the firm is perceived, the more the
firm benefits from a good organizational attractiveness, that is to say the firm hires and retains easier
its employees. Corporate socially responsible communication, claiming the firm values, contributes to
build and maintain this Csr image. This research
proposes to consider the influence of Csr communication on organizational attractiveness when the
firm is challenged by a crisis on its commitments.
results of an experiment show that Csr communication protects organizational attractiveness when a
crisis calls into question the commitment claimed.