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The Value of Organizational Reputation in the Recruitment Context: A Brand‐Equity Perspective
Author(s) -
Cable Daniel M.,
Turban Daniel B.
Publication year - 2003
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.2003.tb01883.x
Subject(s) - reputation , seekers , affect (linguistics) , pride , perception , psychology , perspective (graphical) , social psychology , value (mathematics) , business , marketing , political science , law , communication , neuroscience , artificial intelligence , machine learning , computer science
We extend the recruitment literature by examining how and why firms’ reputations affect job seekers, and by expanding the outcome variables that can be used to judge recruitment success. Results from 339 individuals suggested that job seekers’ reputation perceptions affected job pursuit because (a) individuals use reputation as a signal about job attributes, and (b) reputation affects the pride that individuals expect from organizational membership. Moreover, individuals were willing to pay a premium in the form of lower wages to join firms with positive reputations, and individuals’ familiarity with organizations affected the amount of information they could recall about a recruitment job posting after 1 week. Finally, the results suggested that reputation advertising did not affect job seekers’ reputation perceptions, suggesting that past research on fictitious companies may not generalize to actual organizations.