Initial job choice in the greater China region: The role of corporate social responsibility

Job application choice is influenced by job/organisational attributes, both traditional ones, such as salary, prospects, location, company type and newer ones, such as corporate social responsibility (CSR). To examine the varying importance of these and the impacts of location and gender for initial job applications, potential job applicants were surveyed who were about to join the jobs market based in China, Hong Kong and Taiwan, often grouped together as the Greater China region. Using conjoint analysis of different job scenarios it is found that the importance of different job characteristics does vary across the region, although with no clear result regarding gender. The theoretical and practical implications of this work is discussed.