Attracting Graduates to Sales Positions: The Role of Recruiter Knowledge

Abstract

Corporate recruiting on college campuses has been an important vehicle for selecting and hiring new employees. Previous research has focused on identifying, locating, and selecting new employees, but the recruiting function of attracting good prospects to the interview and job has received less research attention. Increased importance of the attraction function of recruiting may be indicated for the future, particularly given projections of a decline in business college enrollments. The purpose of this article is to examine recruitment of college graduates for sales positions, using the perspective of attracting employees by communicating aspects of the job and company which are important to them. A survey of students and recruiters was used to reveal the attributes of importance to students, differences among students, and the extent to which recruiters are aware of student importance ratings. Differences between students and recruiters perceptions are identified for half of the 50 attributes examined, revealing an opportunity for recruiters to obtain better knowledge of students' perceptions and, thus, to improve their ability to attract graduates to sales positions.

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