RECRUITMENT COMMUNICATION MEDIA: IMPACT ON PREHIRE OUTCOMES

Abstract

An unanswered question in recruitment research is whether and how the media used to communicate recruitment messages influence important outcomes. Drawing from research and theory on persuasive communication and media richness and features, we propose and test a model of the effects of media and media features (amount of information, opportunities for 2‐way communication, personal focus, social presence, symbolism) on communication outcomes (credibility and satisfaction), attitudes, intentions, and behavior associated with joining the organization. Results of an experiment with 989 undergraduate students show that a constant recruitment message delivered via different media (face‐to‐face, video, audio, text) influenced perceptions of featares, and perceptions of features were related to important pre‐hire outcomes.