Evaluating Entry-Level Sales Applicants: An Application of Policy Capturing by Collegiate Recruiters

Abstract

Most marketing graduates enter the workforce through sales positions. The transition from school to professional selling is a critical juncture for applicants and companies. This study identified the relative importance of 15 attributes used by collegiate recruiters’ in making hiring decisions concerning entry-level sales applicants. These same 15 attributes formed the basis of a hiring propensity model, which was determined to be significant. To determine assessment patterns, a policy capturing methodology was employed. Over 4,000 entry-level sales applicant profiles were evaluated by recruiters and students. Findings revealed recruiters used a four-tier evaluative schema in forming hiring propensity judgments and use a variety of “knock-out” factors to screen candidates. Implications are offered for marketers hiring entry-level sales personnel, applicants looking for their first professional sales position, and marketing educators.

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