Influences of organisational image on applicant attraction in the recruitment process

摘要

In the present investigation, factors related to prospective applicants impressions of an organisation at the pre-interview stage of the recruitment process, and how these perceptions influence decisions to pursue an organisation for possible employment were explored. A heightened understanding of these factors is of relevance to organisations in the current labour market environment, and is of critical importance when considering that recruitment in the pre-interview stages remains under-researched and lacking in a strong theoretical foundation. To address this weakness in the recruitment research the present investigation will integrate two disparate areas of literature - recruitment and marketing - within the theoretical context of Fishbein and Ajzen's (1975) theory of reasoned action. The theory of reasoned action is well tested in the social psychology arena and provides a sound theoretical platform to underpin the relationships applicable to this investigation. In applying the marketing literature to the recruitment context, the concept of brand image is specifically utilised. Additionally, a problem that plagues much of the recruitment research is the heavy reliance on college and university students as a source of research data. The present study responds to this issue by sourcing data from a population of active job seekers submitting applications for advertised job vacancies at a large, Queensland-based higher education institution. A total of three hundred and fifty-one survey responses were obtained. The measures included perceptions of organisational image, attraction, and application intentions. The results indicated that there is support for the assertion that positive image perceptions held by applicants towards an employing organisation will lead to attraction to the organisation and active pursuit behaviour. Within this framework, it is evident that the 'impression management' capability of organisations in the contemporary business environment may hold the key to sustained competitive advantage in the critical search for qualified talent.