Social influences in recruitment: When is word-of-mouth most effective?
We apply a policy-capturing design to examine the conditions under which word-of-mouth is most effective in recruitment. The effect of monetary incentives is compared to other key characteristics of word-of-mouth (the source, recipient, and message content) that might affect its impact on organizati...
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| Main Authors: | , , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2016
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/5708 |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | We apply a policy-capturing design to examine the conditions under which word-of-mouth is most effective in recruitment. The effect of monetary incentives is compared to other key characteristics of word-of-mouth (the source, recipient, and message content) that might affect its impact on organizational attractiveness. In a first study, unemployed job seekers (N=100) were less attracted when they knew a monetary incentive was offered to the source of positive word-of-mouth. Conversely, they were more attracted when word-of-mouth was provided by a more experienced source (employee) and by a stronger tie (friend). These findings were replicated in a second study among employed job seekers (N=213). These results offer various implications for how recruiting organizations might make effective use of word-of-mouth. |
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