The Relationship Between Early Recruitment-Related Activities and the Application Decisions of New Labor-Market Entrants: A Brand Equity Approach to Recruitment
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We used theory and research from the marketing literature on customer-based brand equity to predict how positive exposure to four early recruitment-related activities—publicity, sponsorships, word-of-mouth endorsements, and advertising—may affect the application decisions of engineering students. Similar to prior marketing findings, our results suggested that early recruitment-related activities were related to intentions and decisions indirectly through two dimensions of employer brand image: general attitudes toward the company and perceived job attributes. The relationships between word-of-mouth endorsements and the two dimensions of brand image were particularly strong. In addition, we found that early recruitment-related activities interacted with one another such that employer brand image was stronger when firms used publicity in conjunction with other early recruitment-related activities.
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ILR; Cornell University; human resource; market; recruitment; publicity; sponsorship; endorsement; advertising; engineering student; application; equity
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Required Publisher Statement: Copyright by the American Psychological Association. Final paper published as Collins, C. J., & Stevens, C. K. (2002). The relationship between early recruitment-related activities and the application decisions of new labor-market entrants: A brand equity approach to recruitment. Journal of Applied Psychology, 87, 1121-1133.