The effects of corporate image and recruitment image on human resource issues

• Main Authors: Hia, Yang Yang, Ho, Peak Yen, Tham, Bao Jing
• Other Authors: Irene Chew
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Business::Management::Personnel management
• Online Access: http://hdl.handle.net/10356/63643
• Institution: Nanyang Technological University

With a tight labour market, especially in Singapore, companies are finding it more and more difficult to attract competent personnel. This could be the reason why most researchers had mainly focused on factors that affect the job search process. Yet, it was observed that these researchers had failed to uncover the underlying mam issue, i.e., the factors that affect an applicant's Initial Job Choice Decisions (Gatewood, Gowan, Lautenschlager, 1993). This study attempts to explore the effects of a company's Corporate Image on Initial Job Choice Decisions and its effects on Retention. Furthermore, it attempts to examine the impact of a company's Recruitment Image on Initial Job Choice Decisions and establishes the relationships between Corporate and Recruitment Image. In addition, the study purported to assess the degree of consistency of Corporate Image perceived by various external groups. In particular, two groups of population were surveyed, namely the student and the executive population. Results showed that although both Corporate and Recruitment Image were significant in determining Initial Job Choice Decisions, Recruitment Image was reported to be consistently more influential than Corporate Image. This seems to suggest that for companies who do not compete well in terms of Corporate Image, a good Recruitment Image may be another salient factor in attracting a good pool of applicants. The findings also indicated that the perception of Corporate Image was the same for the two samples. Moreover, extrinsic factors such as pay and benefits, remained the most influential when it comes to retaining employees.