Social enterprises play a pivotal role in addressing unmet social challenges and fostering a more inclusive and sustainable society. Drawing upon the signaling theory, we hypothesized that job seekers show more organizational attractiveness and have a higher level of cognitive and creative performance during talent recruitment and screening campaigns when CEO demonstrates charismatic leadership and the firm’s mission is aligned with social purposes. We conducted field scenario-based experiments with video-based treatment delivering a welcoming speech from CEO, using a 2 (charismatic versus neutral leadership style) × 2 (corporate social initiatives versus non-corporate social initiatives) between‐subjects design. We examined the effects of charismatic leadership on organizational attractiveness and cognitive-creative performance via the mediating effects of anticipated pride and perceived value fit and the moderating effect of corporate social initiatives (N = 125). Results indicate that the participants indeed perceive varying degrees of charismatic leadership based on the CEO's communication and speech styles, demonstrating the experiment's success in manipulating the scenarios. The finding highlights the importance of aligning a charismatic leader's speech for a social campaign with the firm's actual corporate social initiatives. Interestingly, although we did not identify the direct relationship between leader charisma and prospective employees’ cognitive-creative performance during the recruitment process, our exploratory investigation shows that charismatic leadership has a strong positive effect on cognitive-creative performance when the firm embraces corporate social initiatives. This paper contributes original insights to the literature on social entrepreneurial leadership by investigating the mechanism that integrates entrepreneurs’ charismatic leadership and corporate social initiatives as a signaling process to attract and empower potential talent.

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