Recruitment-related information sources and organizational attractiveness: Can something be done about negative publicity?
The present study begins to fill a gap in the recruitment literature by investigating whether the effects of negative publicity on organizational attractiveness can be mitigated by recruitment advertising and positive word-of-mouth. The accessibility-diagnosticity model was used as a theoretical fra...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2005
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/5680 https://ink.library.smu.edu.sg/context/lkcsb_research/article/6679/viewcontent/Info_Sources_2005.pdf |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | The present study begins to fill a gap in the recruitment literature by investigating whether the effects of negative publicity on organizational attractiveness can be mitigated by recruitment advertising and positive word-of-mouth. The accessibility-diagnosticity model was used as a theoretical framework to formulate predictions about the effects of these recruitment-related information sources. A mixed 2 x 2 experimental design was applied to examine whether initial assessments of organizational attractiveness based on negative publicity would improve at a second evaluation after exposure to a second, more positive information source. We found that both recruitment advertising and word-of-mouth improved organizational attractiveness, but word-of-mouth was perceived as a more credible information source. Self-monitoring did not moderate the impact of information source on organizational attractiveness. |
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