Attracting Potential Applicants to the Military: The Effects of Initial Face-to-Face Contacts

Abstract

This study was a 1st attempt to examine whether prior conclusions on applicant reactions to recruiters conducting the initial screening interview also go for other forms of initial face-to-face contacts. In Belgian national defense, recruiters typically are working in career offices to attract and inform job seekers about job opportunities and organizational characteristics. We surveyed job seekers visiting these career offices for the 1st time about their perceptions of various career counselor characteristics (warmth, informativeness, and competence). The results showed positive relationships between warmth and attitude toward the organization, between warmth and intentions toward the organization, and between competence and application behavior. Negative relationships were observed between informativeness and intentions toward the organization and between informativeness and application behavior. Consistent with Fishbein and Ajzen's (1975) theory of reasoned action, we found that the relationship between the set of career counselor characteristics and potential applicants' intentions toward the organization was fully mediated by attitude toward the organization and that intentions fully mediated the relationship between career counselor characteristics and application behavior. Suggestions for strengthening organizational recruitment programs and for directing further research are discussed.

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