Previous recruitment studies have treated potential applicants as individual decision makers, neglecting informational social influences on organizational attractiveness. The present study investigated if and under what conditions word-of-mouth communication matters as a recruitment source. Results (N = 171) indicated that word of mouth had a strong impact on organizational attractiveness, and negative word of mouth interfered with recruitment advertising effects. Word of mouth from a strong tie was perceived as more credible and had a more positive effect on organizational attractiveness. For potential applicants high in self-monitoring, word of mouth had a stronger effect when presented after recruitment advertising. Finally, the effect of word of mouth on organizational attractiveness was partially mediated by the perceived credibility of recruitment advertising.
Human Resources Management | Organizational Behavior and Theory
Organisational Behaviour and Human Resources
Journal of Applied Social Psychology
Wiley: 12 months
VAN HOYE, Greet and LIEVENS, Filip.
Social influences on organizational attractiveness: Investigating if and when word of mouth matters. (2007). Journal of Applied Social Psychology. 37, (9), 2024-2047. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/5569
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