Rules of Attraction: Job Seekers Use Negative News to Filter Initial Search
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Center for Advanced Human Resource Studies
KEY FINDINGS · In contrast to popular belief that any publicity is good publicity, the researchers found that exposure to negative information about a company had both immediate and longer lasting effects on important recruitment outcomes. · Job seekers exposed to negative information about a previously unknown company were much less attracted to that company immediately after exposure, and had fewer intentions to apply for jobs there. · The effect of negative information on job seeker attraction is persistent—one week later, its impact remains much larger than that of positive information. · Job seekers also found it easier to recall more overall judgments of organizations one week after being exposed to negative versus favorable information.
Talent Management; Recruitment; Selection; Attraction; university recruiting; employment brand; on-campus recruiting; negative publicity