Modeling the Impact of Advertisement-Image Congruity on Applicant Attraction

Matthias Baum, Marina Schäfer, Rüdiger Kabst

Human Resource Management · 2016 · Volume 55 · Issue 1

Abstract

This study examines the effects of the perceived congruity of recruitment advertisements and organizational image on organizational attractiveness. Based on Mandler's schema congruity theory (1982) and on recruitment research, we developed hypotheses and tested them on a sample of 1,091 individuals. The results show that recruitment advertisements that conform to the organization's image show a higher degree of attractiveness to applicants, particularly because these advertisements have higher resulting credibility than advertisements with low congruity. Furthermore, applicants’ level of familiarity with the organization moderates the relationship between congruity and organizational attractiveness, as congruent recruitment advertisements lead to more positive effects for well-known organizations. This suggests that highly recognizable organizations should use congruent advertisements to unleash the full potential of their recruitment efforts. © 2015 Wiley Periodicals, Inc.

Keywords

recruitment, brand equity, congruity, applicant attraction, structural equation modeling, recruitment advertisements

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