In today’s competitive job market, how job seekers perceive a company’s Brand Image plays a crucial role in their decision-making process when applying for jobs. Brand Image is how people perceive a company based on its reputation, values and actions – including Corporate Social Responsibility (CSR) efforts. As candidates increasingly seek alignment between their values and potential employers’ values, understanding the factors that shape these perceptions becomes essential. CSR refers to how a company acts ethically and contributes positively to society and the environment beyond having a focus solely on making profit. 

The purpose of this thesis is to analyze how Job Seekers in Sweden evaluate a company’s Brand Image, and the role CSR plays in shaping their perceptions. The research questions are: How do Job Seekers evaluate a company’s Brand Image, and how can CSR help us understand their perceptions? By exploring these questions, we aim to understand if CSR initiatives contribute positively to a company’s Brand Image and whether they play a key role in helping job seekers to decide if a company aligns with their values.

The study uses a qualitative method and through a survey with open-ended questions it gathers information from 55 participants. An abductive research approach is used, combining theory and empirical data. This approach allows for confirmation, refinement, and potential expansion of existing theories.  

The main outcome from our findings and results shows a link between Brand Image and CSR. Our results imply that job seekers evaluate a company’s Brand Image from the CSR activities they implement as part of corporate strategy. The findings provide implications for both organizational leaders and hiring managers looking to shape their CSR initiatives as part of their culture and marketing to attract people with a certain set of values. As well as guiding future researchers that are aiming to further dive into the impact of CSR on Brand Image.