| Summary: | 碩士 === 國立高雄師範大學 === 人力與知識管理研究所 === 95 === Human plays an important role for companies in 21st century, and human is also the competitive advantage. Thus, for companies, it is critical to attract potential qualified applicants. In the era of media, publicity will not only influence customers but also applicants. Publicity, especially negative, will have an enormous impact on companies while attracting people.
This study discussed if the influence of negative publicity on applicants’ attraction to organization could be reduced by different recruitment advertisements. This study manipulated publicity (positive/negative) and recruitment advertisements (general/detail) and adopted a 2×2 experimental design. Participants are sophomore and junior students. This study used a fictitious company and designed publicity and recruitment advertisements to understand which recruitment advertisement could improve applicants’ attraction to organization while participants received different publicity.
Results indicated that detail recruitment advertisements could improve organizational attraction more. While receiving negative publicity, detail recruitment ads could increase organizational attraction to a further extent. However, those who received positive publicity, detail recruitment ads did not increase organizational attraction.
This study hopes to offer a new direction for recruitment advertisements, and also gives companies a new way to think about their recruitment advertisements. Especially when encountering negative publicity, companies could have an effective recruitment advertisement to recruit.
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