Attracting Generation Z talents to the hospitality industry through COVID CSR practices

Abstract

Purpose

This study aims to examine how COVID-related corporate social responsibility (CSR) activities affect future Generation Z employees’ intention to join the hotel industry through experimental designs.

Design/methodology/approach

Based on signaling theory, construal level theory and value theory, this study established an integrated research framework to explain the mechanism of CSR communication. The proposed study conducted three online experiments on a total of 463 participants. ANCOVA test and PROCESS macro were performed to analyze the data for main, mediation and moderation effects.

Findings

The results of this study indicate that in-kind donation is more efficacious in improving Generation Z’s job pursuit intention, as compared to cause-related marketing (CRM). CSR messages framed in a “how” mindset are favored by Generation Z members who are either unemployed or eager to change their current job. The findings also confirm the effect of brand warmth as a mediator and other-regarding personal value as a moderator.

Research limitations/implications

The present study contributes to the limited knowledge on CSR initiatives by addressing the research gap of future employees and examining CSR as a response to COVID-19. The findings also provide hotel executives actionable implications to plan and communicate future CSR programs, especially during times of crisis.

Originality/value

This study is one of the first studies to address Generation Z employees and to investigate the role of CSR initiatives on future hotel workers.

Citation

Sun, J., Leung, X.Y., Zhang, H. and Williams, K. (2022), "Attracting Generation Z talents to the hospitality industry through COVID CSR practices", International Journal of Contemporary Hospitality Management, Vol. 34 No. 4, pp. 1587-1606. https://doi.org/10.1108/IJCHM-03-2021-0293