Social Influences in Recruitment: When is word‐of‐mouth most effective?

Greet Van Hoye · Bert Weijters · Filip Lievens

59 citations0/0 files storedInternational Journal of Selection and Assessment

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Employer Branding and e-HRM Digital Marketing and Social Media Names, Identity, and Discrimination Research

Abstract

We apply a policy‐capturing design to examine the conditions under which word‐of‐mouth is most effective in recruitment. The effect of monetary incentives is compared to other key characteristics of word‐of‐mouth (the source, recipient, and message content) that might affect its impact on organizational attractiveness. In a first study, unemployed job seekers (N = 100) were less attracted when they knew a monetary incentive was offered to the source of positive word‐of‐mouth. Conversely, they were more attracted when word‐of‐mouth was provided by a more experienced source (employee) and by a stronger tie (friend). These findings were replicated in a second study among employed job seekers (N = 213). These results offer various implications for how recruiting organizations might make effective use of word‐of‐mouth.

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References

2001Birds of a Feather: Homophily in Social Networks 2004The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence 2014Best Practice Recommendations for Designing and Implementing Experimental Vignette Methodology Studies 2000Word-of-Mouth Processes within a Services Purchase Decision Context 2008Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators 2002Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation 2003THE RELATION OF INSTRUMENTAL and SYMBOLIC ATTRIBUTES TO A COMPANY'S ATTRACTIVENESS AS AN EMPLOYER 1998A Dyadic Study of Interpersonal Information Search

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