at Google ScholarTitle 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 Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XVI |
| 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 |