LBEF RESEARCH JOURNAL OF SCIENCE, TECHNOLOGY AND MANAGEMENT

Author(s):Joshna Maharjan, Dr. Sandeep Kautish

Abstract:In this era of globalization, winning the war for top talent to gain a competitive advantage is critical for the survival of organizations. In Nepal today, attracting and retaining talent is a major challenge to many business organizations. Corporate Social Responsibility (CSR) has been identified as influencing employee attraction and retention. A pay cheque alone is no longer sufficient and people want to work in organizations whose values match their own and that impact and contribute to society. The main aim of this study was to determine if CSR affects organizational attractiveness. The study investigated the impact of CSR dimensions on organizational attractiveness from two perspectives; signaling theory and person-organization fit (P-O fit). The conceptual framework of this research consists of four basic CSR Dimensions which are: Economic Responsibility, Legal Responsibility, Ethical Responsibility and Philanthropic Responsibility. Conducting the primary research methodology, a structured questionnaire was developed and applied on 350 permanent employees of NIC ASIA Bank, while 304 successfully conducted the research. With the aim of examining and evaluating collected data, data were entered and analyzed statistically through the SPSS. Descriptive statistical analysis was used to explain the characteristics of each variable. Further, the regression analysis and correlation analysis were conducted in order to find the relationship between dependent and independent variables. The findings showed the significant relationship between each CSR dimensions and organizational attractiveness as hypothesized. The study further revealed about the mediation effect of P-O-Fit theory among the two variables of CSR dimensions and organizational attractiveness. The analysis therefore demonstrates the importance of CSR in the attraction and retention of human resources by Nepalese commercial banks. Just like most studies, this study had several limitations such as the size of the sample and time, just to mention a few, which led to recommendations that future research could take into consideration.

Keywords:Corporate Social Responsibility, Organizational Attractiveness, Person-Organization Fit, Signaling Theory