Is Your Company Only as Good as its Reputation? Looking at your Brand Through the Eyes of Job Seekers
Kanar, Adam; Collins, Christopher J.; Bell, Bradford S.
Key Findings The researchers found evidence that the repetition of messages over time has a cumulative positive effect, suggesting that providing multiple messages to job seekers is better than a single message. Also, compared to repeat low information recruitment practices (such as exposure to a company’s logo), repeated exposure to high information practices (for example, detailed messages from a corporate recruiter) were more effective for changing an unfavorable employer reputation over time. Companies can use both high and low information recruitment messages to improve job seekers’ unfavorable perceptions of a company’s reputation as an employer, but high information messages seem to have a more positive impact than do low information messages. Regardless of either low or high information recruitment messages, job seekers who were more familiar with the organization at the start of the study were less likely to change their perceptions of the organization than job seekers who knew less about the organization. In other words, strongly held negative beliefs about an employer may be harder to change than are less favorably formed beliefs. The high information message has a positive impact on employer reputation perceptions in the first exposure, helps to maintain that positive boost in the second, but the third exposure seems to counteract the initial boost.
brand; job seekers; human resources; employer reputation