Modeling the Impact of Advertisement-Image Congruity on Applicant Attraction

Abstract

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. © 2015 Wiley Periodicals, Inc.

Personality or skill: a qualitative study of humorous recruitment advertising campaign on social media

“…whether more creative industries, industries with more fun elements in their products or services, or companies with a fun organisation image are able to utilise humour more effectively in their (recruitment) advertising. Congruency theory applied to recruitment ads suggests that recruitment ads should be highly congruent to an organisation's image to be more attractive to applicants, and the underlying mechanism is that ads with high congruency are also more credible (Baum et al, 2016). Finally, it should be noted that in this study, the campaign was executed on social media.…”

Customer Referral Reward–Brand–Fit: A Schema Congruity Perspective

“…Campbell and Goodstein () find that perceived social risk moderates the effect of the level of congruity on evaluations such that schema–stimulus congruity yields more favorable evaluations compared to moderate incongruity when social risk is high. In this regard, Baum, Schäfer, and Kabst () recently note that most of the studies investigating moderate schema incongruity focus on consumer goods (e.g., Meyers‐Levy & Tybout, ) or goods of low complexity (Meyers‐Levy et al., ). These can be considered to bear a relatively low risk and lead to relatively little costs for customers.…”

Integrated communications in promoting the military profession

“…Iako materijali ovog tipa često ne sadrže dovoljno informacija da direktno utiču na potencijalne kandidate (Avery, McKay, 2006;Gerras, Wong, 2013), oni, svakako, povećaju informisanost o poslodavcu (Rosengren, Bondesson, 2014). Među-tim, inovacije se uvode i u domenu ovog promotivnog instrumenta, pa se, u poslednje vreme u vojnoj praksi, sve više vrši distribucija filmova, koji prenošenjem živih slika i ličnih iskustava generšu pozitivne emocionalne reakcije ciljnih grupa (Baum et al, 2015).…”

“…Sprovođenjem strategija komunikacije radi uspostavljanja odnosa sa različitim ciljnim grupama postiže se pozitivan imidž i reputacija vojne organizacije u javnosti (Levy, 2006;Grossman, 2011). Informacije koje se plasiraju na ovaj način utiču na percepciju i izgradnju stava o vojsci kao potencionalnom poslodavcu od strane pripadnika ciljne grupe (Baum et al, 2015). Kejbl i Turban definisali su tri osnovne dimenzije koje oslikavaju pozicioniranje organizacije kao željenog poslodavca u svesti javnosti -informisanost i znanje o poslodavcu, imidž i reputacija poslodavca i informisanost i znanje o zahtevima i karakteristikama posla u organizaciji (Cable, Turban, 2001), na koje se može uticati sprovođenjem različitih instrumenata komunikacije (Goodman, Hirch, 2010).…”

“…Kao druga dimenzija navode se imidž, zasnovan na tome kako direktno i indirektno okruženje utiču na percepciju organizacije i reputacija poslodavca, koja se gradi na iskustvenom događaju pripadnika javnosti (Beal, Strauss, 2008;Robertson, Khatibi, 2012). Informisanost o samom poslu je treća dimenzija pozicioniranosti poslodavca (Safron, 2010;Ferrell, Hartline, 2011), a koja obuhvata pojedinačne percepcije o karakteristikama specifičnih poslova, mogućnostima razvoja karijere koji se pružaju, novčanim naknadama i slično (Cable, Turban, 2001;Baum, Kabst, 2015).…”