Taking a stand: Understanding the use of socially controversial CSR in hospitality recruitment

Organizations strive to communicate the right content to stakeholders in today's polarized world. This study explored the relationship between socially controversial corporate social responsibility (CCSR) and organizational attraction in the hospitality industry under the boundary conditions of liberal values. Specifically, we examined how liberal values moderated the relationship between CCSR and organizational attraction. We also discussed how liberal values moderated the indirect relationship between CCSR and organizational attraction through the effects of person-organization fit, anticipated organizational support, and anticipated pride from membership. A between-subjects online experiment showed that liberal values are a significant boundary condition in almost all relationships, besides the direct relationship between CCSR and organizational attraction and through the indirect effect of anticipated pride from membership. These results provide critical theoretical and practical implications for understanding CCSR communication in hospitality recruitment. •CCSR did not directly influence AOS at any value of liberal values.•CCSR positively influenced P-O fit, AOS, and APM when liberal values were high.•Through P-O fit, organizational attraction increased when liberal values were high.•Through AOS, organizational attraction increased when liberal values were high.