The Influence of Corporate Image and Specificity of Candidate Qualifications on Response to Recruitment Advertisement

Abstract

This paper reports the results of an experiment designed to examine the possible impact of (1) the corporate image of the advertiser and (2) the degree of specificity of the candidate qualifications, on the likelihood of reader response to a recruitment advertisement. The data indicated that the corporate image of the advertiser significantly influenced the likelihood of reader response, whereas the degree of specificity of the candidate qualifications did not significantly influence the likelihood of reader response to recruitment advertisement. The implications of the findings are discussed and avenues for further study are suggested.