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.
Organizational Behavior and Theory | Social and Behavioral Sciences
Organisational Behaviour and Human Resources
Journal of Applied Social Psychology
Wiley: 12 months
VAN HOYE, G and LIEVENS, Filip Rene O.
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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