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Impact of word-of-mouth, job attributes and relationship strength on employer attractiveness

Impact of word-of-mouth, job attributes and relationship strength on employer attractiveness Job information through word-of-mouth (WOM) has a crucial impact on employer attractiveness. The phenomenal rise of social media offers alternate WOM platforms for sharing job information, which is quite different from traditional face-to-face WOM. The purpose of this paper is to examine the differential impact of traditional word-of-mouth (t-WOM) and social media word-of-mouth (s-WOM) on employer attractiveness along with the difference in the job attributes and relationship strength with the information source.Design/methodology/approachA 2 × 2 × 2 experiment was conducted to examine the impact of information source (t-WOM and s-WOM), job attributes (tangible and intangible) and relationship strength (strong and weak), on employer attractiveness. Source expertise and source trust were treated as the control variable.FindingsThe result shows the differential impact of t-WOM and s-WOM on employer attractiveness. Moreover, t-WOM from strong relation source found to have a high impact on employer attractiveness than s-WOM. No significant difference due to job attributes was found.Research limitations/implicationsUse of only positive WOM and not the negative one, student as the subjects, etc.Practical implicationsThe present study suggests using t-WOM and s-WOM to attract talented job seekers.Originality/valueThis is the first study to analyze the differential impact of t-WOM and s-WOM on employer attractiveness. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Research Review Emerald Publishing

Impact of word-of-mouth, job attributes and relationship strength on employer attractiveness

Ahamad, Faiz
Management Research Review , Volume 42 (6): 19 – Jun 13, 2019
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References (83)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2040-8269
DOI
10.1108/mrr-11-2017-0382
Publisher site
See Article on Publisher Site

Abstract

Job information through word-of-mouth (WOM) has a crucial impact on employer attractiveness. The phenomenal rise of social media offers alternate WOM platforms for sharing job information, which is quite different from traditional face-to-face WOM. The purpose of this paper is to examine the differential impact of traditional word-of-mouth (t-WOM) and social media word-of-mouth (s-WOM) on employer attractiveness along with the difference in the job attributes and relationship strength with the information source.Design/methodology/approachA 2 × 2 × 2 experiment was conducted to examine the impact of information source (t-WOM and s-WOM), job attributes (tangible and intangible) and relationship strength (strong and weak), on employer attractiveness. Source expertise and source trust were treated as the control variable.FindingsThe result shows the differential impact of t-WOM and s-WOM on employer attractiveness. Moreover, t-WOM from strong relation source found to have a high impact on employer attractiveness than s-WOM. No significant difference due to job attributes was found.Research limitations/implicationsUse of only positive WOM and not the negative one, student as the subjects, etc.Practical implicationsThe present study suggests using t-WOM and s-WOM to attract talented job seekers.Originality/valueThis is the first study to analyze the differential impact of t-WOM and s-WOM on employer attractiveness.

Journal

Management Research Review – Emerald Publishing

Published: Jun 13, 2019

Keywords: Human resource management; Recruitment; Word-of-mouth; Social media; Relationship strength; Employer attractiveness; Job attributes; Job seeker; Tangible and intangible attributes

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