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Rules of Attraction: Job Seekers Use Negative News to Filter Initial Search

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Abstract

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.

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2011-05-01

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Talent Management; Recruitment; Selection; Attraction; university recruiting; employment brand; on-campus recruiting; negative publicity

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