Advertising and recruitment: Marketing to minorities

Lesley A. Perkins · Kecia M. Thomas · Gail Ayala Taylor

133 citations0/0 files storedPsychology and Marketing

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Employer Branding and e-HRM Social and Intergroup Psychology Media, Gender, and Advertising

Abstract

Growing diversity, increasing multinationalism, and a need to better understand minority consumers make recruiting minority professionals to the workplace exceedingly important. This study examines the influences of a frequently used tool in organizational recruitment, the recruitment advertisement. Specifically, this research examines the influence of the racial composition of employees portrayed in these advertisements on a diverse sample of job-seeker reactions. These reactions include perceptions of organizational attractiveness, perceived compatibility to the organization, and evaluations of organizational image. In addition, it was expected that the race of the perceiver, the job seeker, would moderate these relationships. Mixed support for the hypotheses was found. Implications for advertising, marketing, and recruitment research given emerging domestic diversity are offered. © 2000 John Wiley & Sons, Inc.

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References

1987THE PEOPLE MAKE THE PLACE 1983Corporate cultures: The rites and rituals of corporate life 1992Homophily and Differential Returns: Sex Differences in Network Structure and Access in an Advertising Firm 1983Corporate Cultures: The Rites and Rituals of Corporate Life.1991Some differences make a difference: Individual dissimilarity and group heterogeneity as correlates of recruitment, promotions, and turnover.1993CORPORATE IMAGE, RECRUITMENT IMAGE AND INITIAL JOB CHOICE DECISIONS.1990Applicant Attraction Strategies: An Organizational Perspective 1971The role of personality and organizational images in the recruiting process

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