THE EFFECTS OF COMPANY RECRUITMENT PRACTICES ON JOB SEEKERS' PERCEIVED EMPLOYMENT BRAND EQUITY AND INTENTIONS TO PURSUE JOB OPPORTUNITIES.

Abstract

This paper used theory and research from the marketing literature on customer-based brand equity to predict how early recruitment practices may affect the college job seekers' intention to pursue job opportunities. Similar to findings in marketing, our results suggested that job seekers' intentions were directly affected by two dimensions of employment brand equity: brand associations (measured as attraction and perceived job attributes) and perceived quality. In addition, we found that a third dimension of employment brand equity, awareness with the company, was indirectly related to intentions through its effect on attraction, perceived job attributes, and perceived quality. Also similar to the findings in marketing, we found that a mix of recruitment practices (similar to a mix of marketing activities) were significantly related to the dimensions of brand equity. Although most of the recruitment practices have significant and positive effect on the dimensions of perceive employment brand equity, some appear to be more effective than others. In particular, participation in career fairs and building relationships with key university contacts had more consistently positive effects on the brand equity dimensions than did other early recruitment practices such as advertising and sponsorship. We tested our hypotheses with a combined data set of responses about recruitment practices from 87 firms and perceptions of brand equity from 254 students.

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