O Discurso da Responsabilidade Social Atrai Jovens Talentos?

Abstract

ResumoA pesquisa tem por objetivo avaliar se a responsabilidade social empresarial (RSE) constitui um fator valorizado por pessoas que têm o potencial de vir a ser disputadas por organizações em busca de novos talentos. Especificamente buscou-se investigar se informações positivas sobre RSE aumentariam a intenção de se trabalhar numa empresa, bem como se informações negativas sobre RSE gerariam um efeito contrário. Buscou-se avaliar também se indivíduos céticos com respeito à RSE são menos influenciados por informações sobre tal fator, além de se procurar comparar a atratividade da RSE com outros fatores relacionados pela literatura como relevantes na escolha de potenciais funcionários, mais especificamente a possibilidade de desenvolvimento profissional e a remuneração atraente. Foi utilizada a metodologia experimental, com aplicação de cinco cenários de pesquisa, em uma amostra contendo 223 alunos de três instituições de ensino superior do estado do Rio de Janeiro. Os resultados evidenciam a importância da RSE para a atração de novos talentos, sendo que este fator apresenta menor impacto na intenção de trabalhar na empresa do que o desenvolvimento profissional, mas impacto semelhante ao gerado por uma remuneração atraente. O ceticismo dos sujeitos não apresentou interferência relevante nos resultados da pesquisa. Palavras-chave: Responsabilidade Social Empresarial. Jovens Talentos. Intenção de Trabalhar. The Discourse of Corporate Social Responsibility Attracts Young Talent? AbstractThe research aims to assess whether corporate social responsibility (CSR) is a factor valued by people who have the potential of being played by organizations in search of new talent. Specifically we sought to investigate whether positive information about CSR would increase their intention to work for a company as well as negative information about CSR would generate an opposite effect. We sought to evaluate individuals is also skeptical about CSR are less influenced by the information on this factor, in addition to seeking to compare the attractiveness of CSR with other factors related to the literature as relevant to the choice of potential employees, specifically the possibility of developing professional and attractive compensation. Experimental methodology was used, applying five research scenarios in a sample containing 223 students from three higher education institutions of the state of Rio de Janeiro. The results show the importance of CSR to attract new talent, and this factor has less impact on the intention to work for the company than the professional, but a similar impact to that generated by an attractive salary. The skepticism of the subjects showed no significant interference in the search results.

Corporate Social-Environmental Responsibility as an Attraction and Retention Factor for Young Professionals

“…Thus, this research confirms the findings of recent studies in Brazil by Faria, Ferreira and Carvalho (2012) and Amaral and Marson (2013), indicating that SER is a relevant factor in the choice of the first job or the one following it by young Brazilians, although this influence depends on other contextual factors associated with the practiced HR policies. The use of the experimental method in this study allows us to establish a cause and effect relationship between the studied variables variables.…”

“…The study was initially based on research by Faria, Ferreira and Carvalho (2012), which reports on a controlled experiment conducted in 2007 with undergraduate students from two universities, located in Rio de Janeiro. The study sought to identify whether the practice of corporate social responsibility would be a relevant factor of attractiveness for the sampled students.…”

“…In our study, for ease of access issues, we restricted the sample to Administration undergraduate students from a single private university of Rio de Janeiro. In addition, the study by Faria, Ferreira and Carvalho (2012) was partially modified to the specific objectives, the content of the experiment and research hypotheses. In our study, each participant in the experiment was subjected to a scenario where two factors (independent variables) were manipulated:…”

“…The experiment consists of the following: By accessing the questionnaire in the Qualtrics program on the Internet, the respondent read one of the five scenarios in Figure 1, which was randomly assigned by the software itself. Based on the scenario information, the participant answered four statements based on the study by Faria, Ferreira and Carvalho (2012), to evaluate the construct "Company's Attractiveness", by using the Likert scale ranging from 1 ("Totally disagree") to 5 ("Totally agree"). An example of statement used "I would very much like to work at the company X".…”

“…Since the new generations have had more and earlier exposure to the debate on the environmental crisis and sustainability (SORRENTINO; TRAJBER; MENDONÇA,2005), exhibit knowledge and show awareness to environmental issues (BORGES; DUBEUX; PEREIRA, 2012) and expect from companies responsible actions regarding environmental issues (CAVAZOTTE; LEMOS; VIANA, 2012), it is believed that the company's conduct in this sphere can be an attractive factor for this group (FARIA; FERREIRA; CARVALHO, 2012), and that companies' practices aligned to these values can be a relevant factor in the retention and longevity of the bonds of this group with organizations.…”