According to Greening and Turban (2000), at a time when corporate success is depending more and more on a quality workforce, firms are becoming increasingly aware of the need to attract the best workers to their organizations. The contributions of this paper are that for Norwegian Business students, increasing the Corporate Social Responsibility (CSR) profile for a Norwegian company does not seem to have a favorable effect on the company‟s perceived attractiveness as an employer. Instead the findings indicate that attitude towards the proposed recruitment literature, in this case a company‟s trainee ad, has a significant influential effect on Norwegian Business students‟ intension to apply for a job. In addition the results of this study seem to suggest that for Norwegian Business students the organizational components of social value, development value and interest value, seem to be more important than other motivational factors such as economic values. Thus, the findings seem to indicate that by emphasizing specific qualities of symbolic or instrumental value in a company‟s recruitment literature, Norwegian Business students are likely to use this information to search for similarities between their employment interest and the organization‟s characteristics. Therefore, by highlighting the unique aspects of the firm‟s employment offerings and environment, firms can use the tool of Employer branding as a means to reach out to Norwegian Business students and motivate them to apply for the offered positions.
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