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J Appl Psychol. 2002 Dec;87(6):1121-33.

The relationship between early recruitment-related activities and the application decisions of new labor-market entrants: a brand equity approach to recruitment.

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School of Industrial and Labor Relations, Cornell University, Ithaca, New York 14853-3901, USA.


Theory and research from the marketing literature on customer-based brand equity were used to predict how positive exposure to 4 early recruitment-related activities-publicity, sponsorships, word-of-mouth endorsements, and advertising-may affect the application decisions of engineering students. Similar to prior marketing findings, the results suggested that early recruitment-related activities were indirectly related to intentions and decisions through 2 dimensions of employer brand image: general attitudes toward the company and perceived job attributes. The relationships between word-of-mouth endorsements and the 2 dimensions of brand image were particularly strong. In addition, it was found that early recruitment-related activities interacted with one another such that employer brand image was stronger when firms used publicity in conjunction with other early recruitment-related activities.

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