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<p>This study examines the impact of sustainable recruitment marketing (SRM) encompassing digital platforms, social media, and sustainability-focused storytelling on the attraction of value-driven talent (AVDT), with particular attention to the dual mediating roles of employer brand image (EBI) and perceived values alignment (PVA) and the moderating role of candidate green value orientation (GVO). Drawing on signaling theory, person–organization fit theory, and social identity theory, the research hypothesizes that SRM influences AVDT both directly and indirectly through EBI and PVA, while GVO conditions the effectiveness of SRM. Data were collected via a structured online questionnaire from 516 job seekers and early-career professionals exposed to digital recruitment campaigns. Partial least squares structural equation modeling (PLS-SEM) using SmartPLS 4 was employed to assess the measurement and structural models. Results indicate that SRM positively influences AVDT, with EBI serving as a significant mediator. PVA did not exhibit a significant mediating effect, and GVO significantly moderates the SRM–AVDT relationship, suggesting differential responses to sustainability-oriented recruitment messages across candidate segments. The study contributes theoretically by integrating sustainable recruitment practices, value alignment, and green value orientation into a unified talent-attraction framework, and practically by offering insights for HR professionals to design credible and targeted sustainability-based recruitment communication. Organizations can leverage these findings to strengthen employer branding, enhance perceived value congruence, and attract environmentally and ethically conscious talent, thereby supporting long-term competitive positioning.</p>

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Attracting value driven talent through sustainable recruitment practices

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年4月4日

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  • A. S. Sathish,
  • R. Indradevi

摘要

This study examines the impact of sustainable recruitment marketing (SRM) encompassing digital platforms, social media, and sustainability-focused storytelling on the attraction of value-driven talent (AVDT), with particular attention to the dual mediating roles of employer brand image (EBI) and perceived values alignment (PVA) and the moderating role of candidate green value orientation (GVO). Drawing on signaling theory, person–organization fit theory, and social identity theory, the research hypothesizes that SRM influences AVDT both directly and indirectly through EBI and PVA, while GVO conditions the effectiveness of SRM. Data were collected via a structured online questionnaire from 516 job seekers and early-career professionals exposed to digital recruitment campaigns. Partial least squares structural equation modeling (PLS-SEM) using SmartPLS 4 was employed to assess the measurement and structural models. Results indicate that SRM positively influences AVDT, with EBI serving as a significant mediator. PVA did not exhibit a significant mediating effect, and GVO significantly moderates the SRM–AVDT relationship, suggesting differential responses to sustainability-oriented recruitment messages across candidate segments. The study contributes theoretically by integrating sustainable recruitment practices, value alignment, and green value orientation into a unified talent-attraction framework, and practically by offering insights for HR professionals to design credible and targeted sustainability-based recruitment communication. Organizations can leverage these findings to strengthen employer branding, enhance perceived value congruence, and attract environmentally and ethically conscious talent, thereby supporting long-term competitive positioning.