Graduating students' responses to recruitment advertisements

Blackman, Anna (2006) Graduating students' responses to recruitment advertisements. Journal of Business Communication, 43 (4). pp. 367-388.

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Abstract

Many firms spend substantial resources in their efforts to recruit the best graduates, and recruitment advertisements can be a critical medium for potential employees deciding on whether to apply for jobs. It is important, therefore, that recruitment advertisements attract the attention of potential applicants and encourage them to apply. The purpose of this study was to examine the variables that influence attention to advertisements and the intention to apply for advertised positions among final-year commerce students. A quasi-experiment was conducted to investigate the relative impact of three factors in a recruitment advertisement: the use of the word graduate in the heading, the use of pictures in the advertisement, and the mention of a career path or opportunities for development and promotion. The results highlight the importance of a heading with the word graduate and support a proposed three-step model for designing a recruitment advertisement.

Item ID: 4146
Item Type: Article (Refereed Research - C1)
Keywords: career path; graduating students; heading; pictures or graphics; potential employment applicants; recruitment advertisements
ISSN: 1552-4582
Date Deposited: 04 Nov 2009 01:09
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150305 Human Resources Management @ 100%
SEO Codes: 93 EDUCATION AND TRAINING > 9399 Other Education and Training > 939999 Education and Training not elsewhere classified @ 100%
Citation Count from Scopus Scopus 6
Downloads: Total: 3
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