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Modeling the Impact of Advertisement-Image Congruity on Applicant Attraction

Title data

Baum, Matthias ; Schäfer, Marina ; Kabst, Rüdiger:
Modeling the Impact of Advertisement-Image Congruity on Applicant Attraction.
In: Human Resource Management. Vol. 55 (2015) Issue 1 . - pp. 7-24.
ISSN 1099-050X
DOI: https://doi.org/10.1002/hrm.21652

Abstract in another language

This study examines the effects of the perceived congruity of recruitment advertisements and organizational image on organizational attractiveness. Based on Mandler's schema congruity theory (1982) and on recruitment research, we developed hypotheses and tested them on a sample of 1,091 individuals. The results show that recruitment advertisements that conform to the organization's image show a higher degree of attractiveness to applicants, particularly because these advertisements have higher resulting credibility than advertisements with low congruity. Furthermore, applicants’ level of familiarity with the organization moderates the relationship between congruity and organizational attractiveness, as congruent recruitment advertisements lead to more positive effects for well‐known organizations. This suggests that highly recognizable organizations should use congruent advertisements to unleash the full potential of their recruitment efforts.

Further data

Item Type: Article in a journal
Refereed: Yes
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Faculties
Faculties > Faculty of Law, Business and Economics
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XVI > Chair Business Administration XVI - Univ.-Prof. Dr. Matthias Baum
Result of work at the UBT: No
DDC Subjects: 300 Social sciences > 330 Economics
Date Deposited: 06 Apr 2020 09:42
Last Modified: 10 Aug 2020 10:13
URI: https://eref.uni-bayreuth.de/id/eprint/54795