A previous version of this manuscript was presented at the 19th Annual Conference of the Society for Industrial and Organizational Psychology, Chicago, IL, April 2004.
Social Influences on Organizational Attractiveness: Investigating If and When Word of Mouth Matters1
Article first published online: 28 AUG 2007
Journal of Applied Social Psychology
Volume 37, Issue 9, pages 2024–2047, September 2007
How to Cite
Van Hoye, G. and Lievens, F. (2007), Social Influences on Organizational Attractiveness: Investigating If and When Word of Mouth Matters. Journal of Applied Social Psychology, 37: 2024–2047. doi: 10.1111/j.1559-1816.2007.00249.x
- Issue published online: 28 AUG 2007
- Article first published online: 28 AUG 2007
Previous recruitment studies have treated potential applicants as individual decision makers, neglecting informational social influences on organizational attractiveness. The present study investigated if and under what conditions word-of-mouth communication matters as a recruitment source. Results (N = 171) indicated that word of mouth had a strong impact on organizational attractiveness, and negative word of mouth interfered with recruitment advertising effects. Word of mouth from a strong tie was perceived as more credible and had a more positive effect on organizational attractiveness. For potential applicants high in self-monitoring, word of mouth had a stronger effect when presented after recruitment advertising. Finally, the effect of word of mouth on organizational attractiveness was partially mediated by the perceived credibility of recruitment advertising.