The present study was designed to determine to what ways Corporate Social Responsibilities in communication vacancies influence the motivation of prospective employees from the Radboud University Nijmegen, particularly prospective employees who are Bachelor or Master students of Business Communication when searching for their first job and if so, which aspect of CSR has the greatest influence on applying for a job and to what extend are aspects of the needs motivation theory important? This chapter will give an answer to this Research question by discussing the motivation, the Corporate Social Responsibilities and the appreciations by answering the questions. Furthermore, practical implications and limitations will be discussed.
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No significant differences were found between the job advertisement with the philanthropic responsibilities and the job advertisement without social corporate responsibilities. These results are surprisingly, because motivation for each job advertisements was measured the same way, with the same statements and the same information given in the advertisement. In other words, the job advertisements used all the same information pertaining to motivation. So basically, no differences between the three ads for motivation were expected. According to the literature study that was conducted, these results cannot be explained.
Secondly and interestingly, results showed that five statements about need, specifically; personal and professional development, training possibilities, and career opportunities were found more important compared to the other need statements in all three job advertisements. These five need statements can be classified as the self-actualization need and the security needs, the economic security mainly because benefits belong to this need.
A possible explanation for the results of the statements, can be found in the theory of Kohlberg (as cited in Ambrose, Arnaud and Schminke, 2007, p. 324). It means that the prospective employees are in the pre-conventional or conventional level and therefore react from an egoistic perspective. This also explains that self-actualization and