International Journal of Selection and Assessment Volume 17 Number 3 September 2009

E-Recruitment: A study into

applicant perceptions of an
online application system
Hella Sylva and Stefan T. Mol
Amsterdam Business School, University of Amsterdam, Plantage Muidergracht 12, 1018 TV Amsterdam,
The Netherlands. [email protected]

Little is known about applicant reactions to web-based recruitment and selection

procedures. This study examines applicant perceptions of web-based procedures, based
on a field study among 1360 applicants to a multinational financial services organization
applying for jobs in the United Kingdom, the Netherlands, and Belgium. With respect to
the personal characteristics it was found that external (as opposed to internal), Belgian
(as opposed to Dutch), and Internet savvy (as opposed to less savvy) candidates were
more satisfied with the online application procedure and its features. However, it was
found that features of the website, perceived efficiency and user-friendliness, were by far
the most important determinants of applicant satisfaction. Implications for organiza-
tions and future research on E-recruitment are discussed.

1. Introduction cants originating from three countries in Europe. Be-

fore describing this study, however, it is important to

T echnological innovations in the World Wide Web

have significantly changed employee recruitment
and selection practices over the last decade as recruit-
review the trend toward applicant recruitment via
websites by major organizations and to overview the
findings of existing research to date into applicant
ing organizations have started to increasingly use this reactions to web-based recruitment and selection
medium. Yet, research into this phenomenon has some- procedures.
what lagged behind these rapid shifts in practice, leaving
our understanding of applicant perceptions of online
application procedures open to question and in demon- 1.1. Web-based recruitment and assessment
strable need of topical research (Bauer et al., 2006; practices
Hausknecht, Day, & Thomas, 2004). Despite recent
reviews of applicant reactions and web-based recruit- The substantial increase in recruitment activities on the
ment procedures, research into applicant reactions Internet is no surprise as payoffs can be substantial. It
specifically to initial recruitment websites remains has been estimated that the movement of recruitment
notably sparse (Anderson, 2003; Bartram, 2000; Chan activities to the World Wide Web can result in financial
& Schmitt, 2004; Lievens & Harris, 2003). The aim of savings of up to 90% of the costs of traditional recruit-
the present study was to make a contribution to these ment methods and considerable time savings as the
important and emerging issues by evaluating applicant hiring cycle is reduced by almost 25% (Cappelli, 2001;
reactions to an operational Internet-based recruitment Cober, Brown, Blumental, Doverspike, & Levy, 2000;
website on the basis of a substantial sample of appli- Freeman, 2002; Lievens & Harris, 2003). Similarly, Inter-
net-based recruitment is also an appealing method for
Note. An earlier version of this paper was presented at the European job seekers, as information can be transmitted imme-
Congress of Work and Organizational Psychology, Stockholm, 2007. diately, applicants can ‘surf’ organizations’ web-based

& 2009 Blackwell Publishing Ltd.,

9600 Garsington Road, Oxford, OX4 2DQ, UK and 350 Main St., Malden, MA, 02148, USA
312 Hella Sylva and Stefan T. Mol

recruitment portals from home at any time of day, and perceptions of corporate career websites and online
the range of interactive online information possibilities all application systems are strongly related to organizational
provide a highly appealing experience for potential attraction, behavior, decisions to drop out, and attitudes
applicants. The Internet therefore makes it far easier toward employers and organizations (Anderson, Lievens,
and quicker for candidates to search and apply for job Van Dam, & Ryan, 2004; Cober et al., 2004; Lievens
positions, to compare organizations online, and to do so & Harris, 2003; Ryan, Horvath, & Kriska, 2005; Sinar,
in real-time with responses being returned almost Reynolds, & Paquet, 2003; Williamson, Lepak, & King,
immediately when they subsequently decide to apply 2003). In spite of their practical importance, online
online. Candidates are thus able to search through application systems are still a fairly new area for the
thousands of job postings and apply for various jobs by conduct of applied research. However, judging from the
simply sending a resume via the Internet. Furthermore, extant literature it is apparent that five types of variables in
and importantly, global access to much more information particular have been found to influence applicant reac-
on organizations from multiple (independent) sources is tions: (I) perceived efficiency and (II) user-friendliness, (III)
now at candidates’ disposal. These technological innova- information provision, (IV) fairness perceptions, and (V)
tions have generated an enormous shift in the field of Internet selection image. We briefly review each in turn.
recruitment and have drastically transformed recruit-
ment activities at a pace that research into this quickly
1.2.1. Perceived efficiency and user-friendliness
evolving arena has struggled to keep up with (Anderson,
Several studies in different disciplines (consumer and
2003; Lievens & Harris, 2003). As Cappelli (2001, p. 139)
human–computer interaction literature) have shown
stated ‘The labor market . . . has at last become a true
that peripheral cues of online systems (e.g., online
market: wide open, uncontrolled by individual compa-
system usability and system speed) have a significant
nies, and unconstrained by geography.’
effect on user attitudes and intentions (Cober et al.,
The evolving labor market may have become more
2003). Furthermore, it has been argued within the
competitive than ever. Recruiters are increasingly chal-
applicant reaction literature that factors without direct
lenged to acquire and retain talent as labor markets are
relevance to the organization or the job are still crucial
changing due to globalization, technological innovation,
determinants of organizational attraction (Rynes, Bretz,
and social trends. As a result, personnel selection and
& Gerhart, 1991; Turban, 2001). From a theoretical
recruitment practices are increasingly characterized by
approach this effect could be explained as signaling
marketing approaches (Cappelli, 2001; Lievens, Van Dam,
(Cober et al., 2003), or an attribution bias, where job
& Anderson, 2002; Liljander, Riel, & Pura, 2002). Orga-
seekers draw inferences on cues that are most readily
nizational attraction has become vital and job seekers on
available. In addition, some researchers have found that
the Internet are more and more treated like consumers
job seekers have a heightened attention toward system
(Cober, Brown, Keeping, & Levy, 2004). It seems that a
usability and time-related cues of online recruitment
successful online recruitment system has become a
and selection tools (Cober et al., 2003; Lievens et al.,
necessity for organizations who wish to be competitive.
2002). Following this line of reasoning, one could argue
While the implementation of Internet-based recruit-
that perceived efficiency and user-friendliness are influ-
ment practices and application systems have been widely
ential features that affect the applicant’s perception.
embraced by organizations, many outstanding issues with
This argument has also been supported in empirical
regard to Internet-based application systems have re-
studies that found significant relations of user-friendli-
mained unanswered. Researchers have, for instance, only
ness and efficiency (i.e., perceptions of system speed)
recently started to investigate applicant preferences, reac-
with job seekers’ perceptions of online procedures
tions, and potential adverse impacts on certain groups
(Cober et al., 2003; Liljander et al., 2002; Sinar et al.,
(e.g., minority groups) of Internet-based application pro-
2003; Thompson, Braddy, & Wuensch, 2008). There-
cedures (Anderson, 2003; Cober, Brown, Levy, Cober, &
fore, we would expect that perceived user-friendliness
Keeping, 2003; Lievens & Harris, 2003). Other issues, such
and efficiency will affect applicant satisfaction with
as the source of the applicant (internal vs external),
online application procedures.
country of origin, and the influence of key demographic
variables such as computer familiarity, age, and previous
experiences with online recruitment procedures, are 1.2.2. Information provision
equally important but notably under-researched questions. Several studies have indicated that job seekers actively
seek organizational and job-related information (Cober
et al., 2003). In addition, information provision has been
indicated as an important factor in employment-related
1.2. Applicant reactions to new technology contexts as it is part of the applicant’s values and
A growing body of recent research provides theoretical expectations (Derous, Born, & De Witte, 2004). It
and empirical support for the assumption that candidates’ is therefore likely that the amount of information that is

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Volume 17 Number 3 September 2009 & 2009 Blackwell Publishing Ltd.
E-Recruitment 313

provided to the applicant by the online system con- 1.3. Differences in perceptions among applicants
tributes to the applicant’s experience.
The second goal of the study was to explore whether
group differences in applicant perceptions exist. Most
1.2.3. Fairness perceptions
studies have revealed that applicants generally hold a
Furthermore, it has been suggested that information
positive attitude toward the use of Internet for recruit-
provision drives fairness heuristics (Bell, Ryan, & Wiech-
ment and selection purposes (Mead, 2001; Richman-
mann, 2004; Ployhart & Harold, 2004; Truxillo, Bauer,
Campion, & Paronto, 2002). Harris, Lievens, and Van Hirsch, Olson-Buchanan, & Drasgow, 2000; Salgado &
Hoye (2004) argued that information presented early in Moscoso, 2003; Weiss & Barbeite, 2001; Zusman &
the selection procedure will affect perceived fairness. Landis, 2002). However, some studies indicate that
Although the application procedure in this study did not group differences exist among applicant pools that
involve an assessment test, it did involve a screening may cause them to evaluate and process cues in
situation where job applicants were selected based on different ways. Inequality of skills, computer experi-
the information they had submitted through the online ence, Internet efficacy, and openness to experience are
application system. According to the organizational some examples of variables that are likely to influence
justice literature, fairness perceptions can affect applicant applicant perceptions and reactions to online systems
reactions at this early stage of the selection process. It (Anderson, 2003; Bartram, 2000; Wiechmann & Ryan,
can be influenced by various aspects such as information 2003; Williamson et al., 2003). Sinar et al. (2003, p. 150)
provision on selection criteria before selection (Lievens, hypothesized, for example, that it is ‘unlikely that all
De Corte, & Brysse, 2003), perceived job relatedness, candidates attend to the same characteristics of Inter-
and interpersonal treatment (Gilliland, 1993; Truxillo net-based systems or that these characteristics influ-
et al., 2002; Van Vianen, Taris, Scholten, & Schinkel, ence all candidates in similar ways.’ Similarly, Lievens and
2004). Because fairness perceptions have been linked to Harris (2003) hypothesized that more experienced job
various outcome variables, including satisfaction with seekers would use peripheral processing less frequently
application processes and recommendation intentions than first-time job seekers. In line with these arguments
(Bauer, Maertz, Dolen, & Campion, 1998; Bell et al., Murphy and Tam (2004) discussed a Bayesian perspec-
2004; Gilliland, 1994), it was expected that these percep- tive suggesting that applicants with more experience
tions affect the applicant’s overall satisfaction with the will be less easily swayed by experiences in the job
online procedure. search process than inexperienced applicants as they
have more information about the context.
1.2.4. Internet selection image Differences in applicant reactions might also exist
A fifth variable that might affect the applicant’s satisfac- due to age and gender differences, which have been
tion with the Internet as an application medium is studied more widely. However, studies have produced
Internet selection image. This is a construct initially quite contradictory findings. Some studies have identi-
described by Sinar et al. (2003) and reflects a candi- fied gender and age differences in perceived user-
date’s image of companies that use the Internet friendliness, reticence about disclosure of personal
for applicant selection purposes. Sinar et al. (2003, p. information on the Internet, and efficacy (Czaja &
155) regarded this construct within a cross-organiza- Sharit, 1998; Schumacher & Morahan-Martin, 2001;
tional sample as an outcome variable that pertains Sinar & Reynolds, 2001; Weiss & Barbeite, 2001). These
to ‘the effects of online selection system properties differences in attitudes toward the use of computers
on the image of companies using such techniques.’ In and the Internet point to a so-called digital-divide or e-
the present study, this construct will be treated as a loadedness (Sharf, 2000), the effects of which might
predictor variable. We posit that applicant attitudes generalize to Internet-based application procedures and
toward the use of Internet for selection purposes might online test performance (Lievens & Harris, 2003). Yet,
affect their perceptions of online application systems there are also studies that contradict these findings or
and their satisfaction with Internet-based systems. at least show mixed results with regard to age and
Following this line of argument, we would expect that gender differences in perceptions of computer-based
perceived user-friendliness, perceived efficiency (i.e. per- procedures (Cober et al., 2003; Heimrath & Goulding,
ceived system speed), fairness perceptions, information 2001; Potosky & Bobko, 2004; Sinar et al., 2003). These
provision, and Internet selection image will affect the ambiguous findings indicate a need for further research
applicant’s overall process satisfaction with the online in order to gain a better understanding of possible
application system. The list of these predictors is not group differences among applicant reactions.
meant to be exhaustive but intended to cover and As a consequence of technological innovations, inter-
explore the main aspects of online application systems nal applicants are more and more often urged to apply
that are likely to have an impact on applicant satisfaction through application systems that are similar to those
with Internet-based application systems. used for external applicants (Cappelli, 2001). Especially

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& 2009 Blackwell Publishing Ltd. Volume 17 Number 3 September 2009
314 Hella Sylva and Stefan T. Mol

organizations with many employees have started to use not available due to privacy issues, the composition of
online application systems for their internal applicants the sample indicated a wide variety of applicants in
in order to benefit from the many advantages that terms of age, education level, job type, and employment
information technology has to offer. However, to the status. Candidates applied for various vacancies at the
best of our knowledge, no research has been conducted organization ranging from traineeships to senior man-
on potential differences in perceptions of Internet-based agement positions. Vacancies were available in different
application systems between external (entry-level) and departments, such as corporate banking, asset manage-
internal (promotion) applicants. Yet, it is conceivable that ment, logistics, information technology, human resources,
internal applicants have different expectations and are sales, and administration. The sample consisted of both
influenced by different aspects and values than external internal (N ¼ 441) and external (N ¼ 919) applicants who
applicants. One of the obvious differences is the basic had applied online through a Dutch, Belgian, or British
discrepancy in contextual information and the presence career site of the organization. Participants applied for a
of an enduring commitment to the organization. Internal position in the Netherlands (57.8%), Belgium (39.6%), or
applicants are undoubtedly more knowledgeable about the United Kingdom (2.6%) over a 2-month period during
the culture, structure, values, working conditions, and which the website was ‘live’ and applicant reaction mea-
perhaps the application procedures of the organization. sures were integrated into the design of the website.
Internal applicants may therefore hold different expecta- Participation was completely anonymous and on a volun-
tions and different frames of reference. This is likely to tary basis. The average age of respondents was 33
result in different information processing, attributions, (SD ¼ 9.6) years and 58% of the sample was male. Of
and interpretations with regard to the application process the respondents, 10.9% belonged to an ethnic minority
and treatment (Chan & Schmitt, 2004; Fiske & Taylor, group. Participants had completed a high school degree
1991; Ryan & Ployhart, 2000). (22.3%), a professional or academic bachelor (43.3 %), or
a master’s degree or higher (34.4%). Most of the
applicants were employed (68.4%), while 18.5% were
1.4. Present study: aims and objectives unemployed and 13.0% were in training or education.
More than 80% of respondents had previously used the
In summary, the goal of this study was to quantify and
Internet to search or apply for a job.
identify determinants of applicant satisfaction with an
The sample derived from applicants who applied for a
online application system. The aim was to identify the
job position in the United Kingdom was eliminated
relative importance of variables that affect the applicant’s
from any further analysis due to its restrictively small
satisfaction and to construct a model that includes charac-
sample size (N ¼ 35). This resulted in a total sample of
teristics related to the online application system (namely,
1325 applicants.
perceived efficiency, user-friendliness, information provi-
sion, fairness perceptions, and Internet selection image)
while simultaneously accounting for characteristics of the
applicant (age, gender, ethnic minority status, prior ex- 2.2. Procedure
perience with online applications, Internet familiarity, The researchers did not have access to the actual
country, and applicant source). First, we examined appli- application data due to stringent privacy regulations.
cant perceptions of the online application system while Rather, data on the measures were collected using an
controlling for characteristics of the applicant. Second, we online questionnaire that was administered subsequent
explored whether different applicant subgroups evaluate to the online application procedure. In order to delin-
and process cues in different ways. eate the boundary conditions for the generalization of
the findings of this study we will first describe the data
that were collected as part of the application procedure
2. Method followed by a description of the research questionnaire.

2.1. Participants 2.2.1. Application procedure

Participants in the study were 1360 applicants who Applicants could search for positions on the corporate
applied online for a position in a multinational financial career site. Here, candidates could find general informa-
organization. The organization has more than 100,000 tion on the organization and its conditions of employ-
employees, is one of the 20 largest financial institutions ment. More specifically, information could be found on
worldwide, and serves customers in all regions of the organization’s culture, structure, development oppor-
the world except Africa. Data were collected during a tunities, benefits, and profiles of coworkers. The website
2-month period, in which a total of 5755 candidates façade was consistent with the principle of unity (Cober
applied for a position, yielding a response rate of 24%. et al., 2004), showing consistency in the use of colors,
Although demographic data on non-respondents was shapes, and textures. Features such as images and videos

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Volume 17 Number 3 September 2009 & 2009 Blackwell Publishing Ltd.
E-Recruitment 315

on the company’s scope and personal experiences of 2.3.1. Demographics

employees were integrated. Demographics and general information about the on-
Detailed information on a job was shown when job line application, such as technical aspects were assessed
positions were selected by the applicant. Subsequently, using multiple-choice items. Demographics such as
candidates could commence with the online application. gender, age, ethnic group, highest level of education,
All applicants (external and internal) had to fill out an internal/external applicant, and current work status
online form after they had accepted a privacy state- were assessed for exploratory reasons. In order to
ment. The form consisted of information on contact control for prior experience with online applications
details, date of birth, gender, education, and qualifica- the following item was included: ‘Have you previously
tions obtained from college, work experience, and searched or applied for positions using the net?’ (Sinar
skills. Depending on the position being applied for, et al., 2003). Responses could be provided on an ordinal
this form also asked the applicant to supply references. scale (1 ¼ never, 2 ¼ once, 3 ¼ two to four times, 4 ¼ more
All applicants had the opportunity to give additional than four times). Furthermore, one item was included to
information and to upload personal documents such as assess the familiarity of respondents with the use of
a curriculum vitae or an accompanying letter. Internet ‘I’m familiar in using the Internet.’ Responses
were measured on the seven-point Likert scale, as
2.2.2. Research questionnaire described above.
After completion and submission of the online applica-
tion, a questionnaire was presented in a pop-up window
on a separate web page. This questionnaire was also 2.3.2. Online application process and system
accessible via a link which could be found in an email To assess user-friendliness, perceived efficiency, Inter-
confirming the receipt of the applicant’s online applica- net selection image, and overall process satisfaction the
tion. By doing so, respondents could complete the measures of Sinar et al. (2003) were obtained. Each
questionnaire at a time and place that was most construct was assessed by three items except for
convenient for them. In addition, this could generate overall process satisfaction, which was assessed by
more respondents as some browsers may have blocked two items. Where applicable, the original wording
the pop-up window that should have appeared directly ‘computerized process’ was replaced by ‘online applica-
after submission. The confirmation email was sent tion process’ for consistency throughout the question-
immediately after the online application had been naire. Example items are ‘The online application
submitted. A short introductory text accompanied process was a user-friendly way of completing the
the link to the online survey. This procedure was application’ (user-friendliness); ‘Doing the application
identical for all applicants, regardless of the country using the Internet was a time-saver for me’ (efficiency);
and applicant source (internal or external). ‘I view companies using the Internet to evaluate appli-
cants as more innovative than those who do not’
(Internet selection image); and ‘Overall, I was satisfied
2.3. Measures with this application process’ (overall process satisfac-
tion). In addition to these constructs, seven additional
The questionnaire was preceded by a short introduc-
items were included to assess information provision
tory text. Anonymity and confidentiality of the partici-
about the selection criteria, the selection procedure, a
pants’ responses were emphasized. It was explicitly
contact name, the job description, and when to expect
mentioned that responses could not affect the selection
a reply on the application.
process in any way and that the company did not have
access to individual responses. The questionnaire was
assessed in a non-proctored environment as all instruc- 2.3.3. Fairness
tions were on the computer. It took respondents Perceptions of process fairness were measured by two
approximately 10 min to complete the questionnaire. items (Lievens et al., 2003; Steiner & Gilliland, 1996).
The questionnaire was offered in the language corre- The original wording ‘selection procedure’ was re-
sponding with the preceding online application process placed by ‘online application procedure’ to make the
(English, Dutch, or French). Translations were made from items applicable to this study. Questions were reframed
English to Dutch and French, which were checked by into statements and measured on the seven-point
native speakers. All responses were assessed on the Likert scale to be consistent throughout. This resulted
following seven-point Likert scale (1 ¼ completely disagree, in the following two items: ‘I perceive the online
2 ¼ mostly disagree, 3 ¼ slightly disagree, 4 ¼ neutral, application as an effective procedure for identifying
5 ¼ slightly agree, 6 ¼ mostly agree, and 7 ¼ completely qualified people for the job that I’m applying for’ and
agree), with the exception of items on general back- ‘I perceive the online application procedure as a fair
ground information. The questionnaire covered several procedure, even if I do not get invited for further
topics which resulted in a total of 38 items. selection.’ At the end of the survey, space was provided

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& 2009 Blackwell Publishing Ltd. Volume 17 Number 3 September 2009
316 Hella Sylva and Stefan T. Mol

for remarks or suggestions and respondents were measure of information provision, a two-item measure
thanked for their participation. for efficiency and a two-item measure for Internet
selection image.
Means, standard deviations, Cronbach’s a’s and cor-
relations among the variables are presented in Table 1.
3. Analyses and results
All Cronbach’s a values were over .70 showing sufficient
reliability for all scales. Before further analyses, vari-
3.1 Confirmatory factor analysis (CFA)
ables were examined for multicollinearity (e.g., verifying
A CFA was performed to test for the construct validity that an independent variable is not a linear function of
of the measures (efficiency, user-friendliness, informa- other independent variables). In accordance with Ta-
tion provision, process fairness, and Internet selection bachnick and Fidell (2006), correlations between inde-
image). All 18 items were used as indicators. The five- pendent variables were below .70, thus showing no
factor CFA model fit was: w2 (125) ¼ 1264.12, po.01, evident problem with collinearity. In addition, results
root mean square error of approximation showed no multicollinearity according to the criteria
(RMSEA) ¼ .09, comparative fit index (CFI) ¼ .88. Clo- suggested by Belsley, Kuh, and Welsch (1980) as the
ser examination revealed two items on information conditioning index was not 430 for any given dimen-
provision with factor loadings o.50. These items were sion coupled with variance proportions 4.50 for at
removed which resulted in a five-item measure for least two different variables. All predictor variables
information provision. Furthermore, one item for effi- (perceived efficiency, Internet selection image, user-
ciency and one item for Internet selection image were friendliness, process fairness, and information provi-
removed due to cross loadings. The five-factor CFA sion) were significantly correlated with overall process
model was tested with 14 indicators and resulted in a satisfaction (po.01).
satisfactory model fit: w2 (67) ¼ 58,893, po.01,
RMSEA ¼ .08, CFI ¼ .93. Factor loadings ranged from
.64 to.87 (user-friendliness), from .81 to .84 (efficiency),
from .57 to .80 (information provision), from .67 to .84
3.2. Heuristic model
(process fairness), and from .80 to .87 (Internet selec- A hierarchical regression analysis was conducted to
tion image). Inter-factor correlations were between .23 investigate whether characteristics related to the online
(efficiency, information provision) and .64 (Internet application system (i.e., efficiency, user-friendliness, in-
selection image, process fairness). The w2 comparison formation provision, process fairness, and Internet
revealed that the 14-item model fits the data signifi- selection image) affect overall process satisfaction
cantly better than the 18-item model: w2 (58) ¼ 675.19, (Table 2). Prior experience, Internet familiarity, appli-
po.01. CFAs were also performed for both countries cant source, and country were entered as control
separately and revealed an acceptable fit for both variables in the first step, because these variables had
countries. The detailed CFA results are available upon a non-zero correlation with the criterion and had
request from the first author. For further analyses we significant correlations with one or more of the
therefore used the 14-item model, that is, the five-item predictor variables (LeBreton, Hargis, Griepentrog,

Table 1. Means, standard deviations, reliabilities, and correlations (sample size ranges from 1141 to 1325, with a median of 1300)
M SD 1 2 3a 4 5 6 7 8 9 10 11 12 13

1. Age 33.39 9.59 (–)

2. Gender (1 ¼ M; 2 ¼ F) – – .16** (–)
3. Minority status – – .10** .08** (–)
(1 ¼ No; 2 ¼ Yes)
4. Prior experience – – .07** .03 .10** (–)
5. Internet familiarity 6.47 .96 .07 .10** .01 .11** (–)
6. Applicant source – – .42** .05 .01 .23** .18** (–)
(1 ¼ Internal; 2 ¼ External)
7. Country (1 ¼ NL; 2 ¼ BE) – – .19** .08** a .12** .04 .27** (–)
8. Efficiency 5.25 1.51 .00 .02 .05 .05 .18** .10** .24** (.82)
9. Internet selection image 5.11 1.37 .04 .02 .07 .08** .21** .15** .15** .48** (.81)
10. User-friendliness 5.19 1.25 .06 .00 .09** .04 .23** .25** .20** .54** .39** (.85)
11. Process fairness 4.99 1.24 .04 .01 .05 .02 .21** .18** .09** .46** .49** .47** (.72)
12. Information provision 4.47 1.09 .01 .01 .08 .06 .12** .17** .05 .19** .21** .38** .35** (.80)
13. Overall process satisfaction 5.40 1.27 .05 .01 .07 .06** .26** .18** .23** .73** .60** .68** .62** .29** (.82)
Notes: aThe researchers were not permitted to collect minority status data in Belgium; therefore these correlations are based on the Dutch
sample only (sample sizes range from 711 to 776, with a median of 770). **po.01 (two-tailed). Scale reliabilities (Cronbach’s a’s) are in
parentheses on the diagonal.

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Volume 17 Number 3 September 2009 & 2009 Blackwell Publishing Ltd.
E-Recruitment 317

Oswald, & Ployhart, 2007). Age, gender, and minority model. That is, efficiency consistently ranks as the most
status were omitted because there was no significant important predictor followed by user-friendliness.
correlation with the criterion. According to LeBreton Next, we conducted analyses to examine (1) mean
et al. (2007), researchers should omit such variables differences between applicant subgroups and (2)
from regression analyses ‘because the lack of a signifi- whether the grouping variable moderated the relation-
cant bivariate relationship is indicative of a specification ships between the website characteristics and overall
error’ (LeBreton et al., 2007, p. 477). All predictors process satisfaction. Among the variables of interest
with the exception of information provision had a were age, gender, ethnic minority status, prior experi-
significant effect on overall process satisfaction ence, Internet familiarity, country, and applicant source.
(po.01). This model accounted for 61% of the variance Because age, gender, and ethnic minority status did
beyond the control variables. not correlate significantly with the predictor variables
In addition to the regression analysis, relative weights and overall process satisfaction, we chose only to
were computed to make assertions regarding the relative pursue these analyses for prior experience, Internet
importance of the predictors of overall process satisfac- familiarity, country, and applicant source. Prior experi-
tion (Johnson, 2000; LeBreton et al., 2007; Thompson et ence and Internet familiarity were highly negatively
al., 2008). Relative weights (e), which sum up to the skewed thereby violating the assumption of normal
model R2, were computed on the basis of a syntax distribution. Therefore, these variables were dichoto-
obtained from J. W. Johnson (personal communication, mized. For prior experience this resulted in a group
July 14, 2006). These statistics permit the evaluation of of applicants indicating that they had applied for a
the relative weight of each predictor in a more balanced job online less than five times (N ¼ 700) and a group
and thorough manner by considering both the unique of applicants who had applied for a job online five or
contribution of each variable by itself and in combination more times (N ¼ 618). For Internet familiarity this
with the other variables (Johnson, 2000; LeBreton et al., resulted in a group of applicants highly familiar with
2007). Rescaled relative weights reflect the percentage of the use of Internet (N ¼ 851), i.e., a rating of seven, and
predicted criterion variance (e Pct.) attributed to each a group of applicants rating themselves less familiar with
predictor (Table 2). This analysis suggests that efficiency the use of Internet (N ¼ 454), i.e., rating themselves less
(e Pct. ¼ 31%) was the most important predictor of than seven. Below we first present the one-way ana-
applicant satisfaction, followed by user-friendliness (e lyses of variance to test whether there were mean
Pct. ¼ 25%), process fairness (e Pct. ¼ 18%), and Internet differences in applicant perceptions across the groups.
selection image (e Pct. ¼ 18%). As a further exploration Means and standard deviations per subgroup are
relative weights were also computed for subgroups that reported in Table 3.
differentiated between (1) applicants with high or low
levels of prior experience, (2) applicants with high or low
levels of Internet familiarity, (3) internal vs external 3.2.1. Prior experience
applicants, and (4) Dutch vs Belgian applicants. The way Analysis of variance showed no significant effects for
in which the sample was split for each of these variables is prior experience on either the predictors or the out-
described in greater detail below. The analyses (available come variable. Because of these non-significant differ-
upon request from the first author) revealed similar ences, it was decided not to further explore the effects
patterns of predictor importance as the full sample of this variable.

Table 2. Summary of hierarchical regression analysis for variables predicting process satisfaction (N ¼ 1324), and raw relative
weights (e RW) and rescaled relative weights as percentages (e Pct.) of R2 (R2 ¼ .73)
Variable Step 1 Step 2 Relative weights

B SE B b B SE B b e RW e Pct.

1. Prior experience .00 .03 .00 .02 .02 .02 .00 .1

2. Internet familiaritya .31 .03 .24** .05 .02 .04** .02 2.6
3. Applicant source .23 .07 .09** .04 .04 .02 .01 .8
(1 ¼ Internal; 2 ¼ External)
4. Country (1 ¼ NL; 2 ¼ BE) .50 .07 .20** .08 .04 .03* .02 2.1
5. Efficiency .30 .02 .36** .23 30.8
6. Internet selection image .18 .02 .20** .13 17.7
7. User-friendliness .31 .02 .31** .18 25.1
8. Process fairness .21 .02 .21** .13 18.1
9. Information provision .02 .02 .02 .02 2.7
Notes: R2 ¼ .119** for Step 1; DR2 ¼ .610** for Step 2. *po.05. **po.01.

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& 2009 Blackwell Publishing Ltd. Volume 17 Number 3 September 2009
318 Hella Sylva and Stefan T. Mol

Table 3. Descriptive statistics for prior experience. Applicant source. Internet familiarity and country
Prior experiencea Applicant source Internet familiaritya Country

Low High Internal External Low High The Belgium

Netherlands

M (SD) M (SD) M (SD) M (SD) M (SD) M (SD) M (SD) M (SD)

Overall process 5.34 (1.28) 5.46 (1.26) 5.07 (1.23) 5.56 (1.26) 5.00 (1.19) 5.61 (1.26) 5.16 (1.30) 5.75 (1.14)
satisfaction
Efficiency 5.22 (1.47) 5.29 (1.55) 5.05 (1.49) 5.36 (1.50) 4.90 (1.38) 5.44 (1.54) 4.95 (1.58) 5.70 (1.27)
Internet selection image 5.03 (1.37) 5.18 (1.37) 4.81 (1.30) 5.25 (1.38) 4.75 (1.22) 5.29 (1.41) 4.94 (1.35) 5.35 (1.36)
User-friendliness 5.18 (1.15) 5.20 (1.26) 4.75 (1.30) 5.41 (1.17) 4.87 (1.20) 5.36 (1.25) 4.98 (1.30) 5.49 (1.11)
Process fairness 5.01 (1.21) 4.98 (1.27) 4.68 (1.25) 5.14 (1.21) 4.66 (1.18) 5.16 (1.24) 4.90 (1.26) 5.13 (1.20)
Information provision 4.50 (1.04) 4.43 (1.15) 4.21 (1.08) 4.61 (1.08) 4.32 (1.07) 4.55 (1.10) 4.43 (1.08) 4.54 (1.12)
N 700 618 441 884 454 851 786 539
Note: Owing to missing values N varied approximately seven cases across the dimensions. aPrior experience and Internet familiarity were
dichotomized because these variables were highly negatively skewed.

3.2.2. Internet familiarity with applicants low on Internet familiarity, for internal
Analysis of variance showed significant effects for applicants compared with external applicants, and for
Internet familiarity on predictor and outcome variables. applicants who applied for a job in the Netherlands as
Respondents high on Internet familiarity were more opposed to Belgium.
positive on perceived efficiency F(1, 1300) ¼ 38.54,
po.001, Internet selection image F(1, 1299) ¼ 48.17,
po.001, user-friendliness F(1, 1296) ¼ 46.40, po.001, 3.2.5. Moderator analyses
process fairness F(1, 1299) ¼ 49.48, po.001, informa- Secondly, it was investigated whether prior experience,
tion provision F(1, 1289) ¼ 12.89, po.001, and overall Internet familiarity, applicant source, and country mod-
process satisfaction F(1, 1299) ¼ 72.64, po.001 com- erated the relationships between characteristics related
pared with respondents who rated themselves rela- to the online application system (efficiency, Internet
tively low on Internet familiarity. selection image, user-friendliness, process fairness, and
information provision) and process satisfaction. None
3.2.3. Internal vs external applicants of these relationships were found to be moderated by
Analysis of variance showed significant effects for internal prior experience, Internet familiarity, applicant source,
vs external applicants on predictor and outcome vari- and country in a regression model with the other
ables. External applicants were more positive than inter- predictors entered as covariates. These moderator
nal applicants on perceived efficiency F(1, 1306) ¼ 12.46, analyses (which are available upon request from the
po.001, Internet selection image F(1, 1305) ¼ 31.16, first author) were carried out using an SPSS macro that
po.001, user-friendliness F(1, 1303) ¼ 84.89, po.001, was obtained from Newsom (2003).
process fairness F(1, 1305) ¼ 41.89, po.001, information
provision F(1, 1296) ¼ 38.32, po.001 and overall process
satisfaction F(1, 1305) ¼ 43.58, po.001. 4. Discussion
3.2.4. Between-country differences Results reported in the present paper address a notably
Analysis of variance showed cross-country differences under-researched but practically important aspect of E-
between the Netherlands and Belgium on all predictor recruitment procedures within organizations. While
and outcome variables except for information provision more traditional forms of paper-based recruitment have
F(1, 1296) ¼ 3.04, p ¼ .08. Results show that respondents received considerable research attention over the years
who applied for a job position in Belgium were more (e.g., Lievens & Thornton, 2005), these findings thus add
positive compared with respondents who applied for a to the limited body of research in selection psychology to
job position in the Netherlands on perceived efficiency date. To summarize the key results, it was found that:
F(1, 1306) ¼ 81.94, po.001, Internet selection image
F(1, 1305) ¼ 28.05, po.001, user-friendliness F(1, 1303) ¼ (1) Applicants reported generally favorable reactions to
54.57, po.001, process fairness F(1, 1305) ¼ 10.92, the web-based procedure used by the organization.
p ¼ .001, and overall process satisfaction F(1, 1305) ¼ (2) Ranging from most to least important, efficiency,
71.14, po.001. user-friendliness, process fairness, and Internet
In sum, results showed small to moderate differences selection image were identified as determinants of
for applicants high on Internet familiarity compared applicant satisfaction.

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Volume 17 Number 3 September 2009 & 2009 Blackwell Publishing Ltd.
E-Recruitment 319

(3) Candidates who were external (as opposed to Relative weights analyses indicated that perceived
internal), who applied for a job in Belgium (as efficiency is the most important predictor of applicant
opposed to the Netherlands), or who were highly satisfaction with the online application, followed by
(as opposed to less) familiar with the use of Internet perceptions of user-friendliness. The importance of
were more positive about the online application efficiency and user-friendliness is corroborated by
system and its characteristics. Yet, similar patterns Cober et al. (2003) who, using a sample of under-
of relative predictor importance emerged across all graduate students, found that perceived navigational
subgroups and no moderator effects were found. usability uniquely contributed to organizational attrac-
tion and recommendation intentions. Many other
We consider each key result below. Limitations of authors have stressed the considerable time-savings
the study will then be discussed and suggestions for inherent to the use of Internet for recruitment pur-
future research are covered in conclusion. poses (e.g., Cappelli, 2001; Cober et al., 2004; Lievens &
Harris, 2003). The importance of efficiency makes
sense when considered in light of the salience of
efficiency expectations in using the Internet in general.
4.1. General perception of the online application That is, people might be quick to get frustrated when
process
websites are inefficient or unfriendly to navigate,
Although the generally positive reactions of job appli- thereby subsequently affecting the overall satisfaction.
cants about the Internet recruitment site evaluated in These results suggest that it is worthwhile for organiza-
the present study is perhaps not a surprising finding, it is tions to consider the efficiency and user-friendliness of
nevertheless relevant and encouraging. The application their online application system from an applicant’s point
process is often the first impression job seekers gain of view. Applicant perceptions and organizational at-
about an organization and its HR policies. These traction may be rather easily influenced at this early
impressions can strongly affect the applicant’s decisions stage of the selection process by means of efficiency
and affect the very basis of the psychological contract and user-friendliness improvements. This suggestion is
between employer and employee (Hausknecht et al., also in line with signaling theory and findings of
2004; Murphy & Tam, 2004). It is therefore crucial that Thompson et al. (2008), showing that ‘superficial’
organizations carefully consider their recruitment and features can in fact have influential effects upon appli-
selection practices. Results of the current study suggest cant perceptions.
that applicants, who apply to an organization via an In light of myriad assertions in the organizational
Internet recruitment platform, are likely to proceed justice literature that underline the importance of fair-
with rather positive reactions. ness perceptions, a surprising finding of the current
investigations is that apparently, perceived characteris-
tics of the website (i.e., efficiency and user-friendliness)
matter more than fairness perceptions in determining
4.2. Determinants of applicant satisfaction and
overall process satisfaction. Indeed, in the early phases
relative importance of this study we anticipated that perceived fairness
From the full model regression analysis, which con- would have a more pronounced effect upon overall
trolled for applicant characteristics (prior experience applicant satisfaction. Certainly, the organizational jus-
with online applications, Internet familiarity, applicant tice framework has frequently been applied to under-
source, and country) it was found that efficiency, user- stand applicant reactions in personnel selection
friendliness, process fairness and Internet selection procedures (e.g., Chan & Schmitt, 2004) and this has
image are significant predictors of applicant satisfaction. resulted in empirical findings in support of these
These results corroborate the expectations which assumptions. The relatively minor impact of fairness
were voiced in the introduction, with the exception perceptions (when compared with that of efficiency and
of information provision, which did not emerge as a user-friendliness) implies that fairness perceptions are
significant predictor. Because information provision was not a critically important determinant of applicant
the only predictor that pertained to an idiosyncratic satisfaction at this stage of the selection procedure.
element of the website, namely the specific vacancy Another conceivable explanation is that fairness per-
announcement, it could well be that respondent’s ceptions will only really matter when justice expecta-
scores on this variable varied as a function of the tions have been violated, pointing to a threshold effect
vacancy rather than the online application process. (Gilliland & Chan, 2001; Truxillo, Steiner, & Gilliland,
Future research should examine the relationship be- 2004). In addition, one could argue that applicants who
tween information provision and overall satisfaction did experience justice violations did not complete or
with online application procedures while controlling withdrew their application and were therefore not
for the specific vacancy announcement. captured in the present study.

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& 2009 Blackwell Publishing Ltd. Volume 17 Number 3 September 2009
320 Hella Sylva and Stefan T. Mol

4.3. Differences between applicants: latter group reporting less favorable perceptions.
demographics Although internal applicant reactions were still gener-
ally positive it would be interesting to know why
With regard to the demographic variables (namely gender,
satisfaction with web-based recruitment decreases sig-
age, and minority status) no significant differences were
nificantly when implemented for internal purposes.
found in the way applicants perceive and evaluate the
One could argue that differences are due to the
online application process, except for the small correla-
influence of expectations and knowledge about the
tion between ethnic minority status and user-friendliness.
job or application procedures (Ployhart & Harold,
Findings thereby indicate no evident issues for applicant
2004). Internal applicants may have become used to
attraction with regard to gender, age, or ethnic minority
certain standards and hold expectations that generalize
status when using online application procedures.
to multiple facets of the organization. It is also con-
Applicants who applied for a job in Belgium held
ceivable that internal applicants would expect a more
slightly more positive perceptions of the online applica-
personal and informal treatment due to their member-
tion procedure when compared with applicants who
ship of the organization. Differences between internal
applied for a job in the Netherlands. Given the lower
and external applicants could have important ramifica-
prevalence of the use of Internet in Belgium (Federale
tions for both research and practice. We therefore
Overheidsdienst Economie and Eurostat, 2008), the
consider it important that researchers broaden their
Belgian applicants in this study may have perceived the
scope to include internal applicant reactions.
online application system as more unique and modern.
In sum, perceived efficiency and user-friendliness
Although mean level differences were found between
were the two most important determinants of applicant
the two countries, there were no moderating effects of
satisfaction with the online application procedure,
country on the relationship between the perceived
irrespective of applicant characteristics. Where mean
website characteristics and applicant satisfaction.
differences were found, these did not seem to alter the
effects of perceived website characteristics on applicant
satisfaction. Similar patterns of predictor importance
4.4. Differences between applicants: Internet and no moderator effects were found, indicating that
familiarity satisfaction with the online procedure was affected in a
Findings of the current study showed that applicants hold similar way by the same website characteristics, irre-
different perceptions of the online system depending on spective of applicant characteristics (i.e., Internet famil-
their familiarity with the use of Internet. Applicants who iarity, country, and applicant source).
rated themselves as highly familiar with the use of
Internet reported significantly more positive perceptions
and higher levels of satisfaction with the online application 4.6. Study limitations and strengths
process in comparison with applicants who rated them-
selves as less familiar with the use of Internet. This First, although respondents were assured that their
outcome implies that the use of online recruitment responses were treated confidentially and anonymously
systems by organizations could lead to higher organiza- by the external research team, it remains questionable
tional attraction among job applicants who are highly if results were affected by socially desirable response
familiar with the Internet compared with candidates who tendencies. However, this is unavoidable in the context
are less familiar. A similar trend was found by Sinar et al. of a real-life website for organizational recruitment, and
(2003) where candidate’s with higher levels of Internet of course any social desirability would be present in all
experience reported a more positive image of companies sub-groups of applicants. A second potential limitation
that use the Internet to conduct their selection process. is that, due to the research design, it was not possible
For organizations facing a high selection ratio, it may thus to capture reactions from applicants who opted to
be prudent to consider having an alternative offline withdraw from the application procedure. Thus, with-
recruitment procedure in place, so as not to further drawal during the process of completing the web-based
restrict their candidate pool by excluding applicants on application could possibly have restricted our sample to
the basis of a potentially irrelevant individual difference those applicants who decided to complete the entire
variable (i.e., Internet familiarity). procedure. Third, due to space and time constraints, all
constructs were assessed by a limited number of items,
although all were drawn from previously validated
scales (Sinar et al., 2003; Steiner & Gilliland, 1996) and
4.5. Differences between applicants: applicant both CFA and reliability analyses supported the con-
source struct validity and reliability of the scales. Moreover, as
Discrepancies among applicant perceptions were also mentioned earlier, the current study was performed in
found for external and internal applicants, with the a real-life recruitment situation where we had a unique

International Journal of Selection and Assessment

Volume 17 Number 3 September 2009 & 2009 Blackwell Publishing Ltd.
E-Recruitment 321

opportunity to be able to evaluate the impact of formed in order to begin to understand how character-
country of origin, internal versus external source of istics of web-based systems are perceived by job
application, and a host of other demographic variables candidates. The study indicates that online recruitment
during the 2-month period that this study remained live and selection procedures were less positively perceived
on the organization’s European recruitment website. by some applicant subgroups than others, indicating
Given that the organization concerned was a financial that the success of online application systems cannot be
services multinational recruiting for a range of entry- generalized to all target groups. HR strategies on the
level job functions, we would argue that our findings Internet might therefore unintentionally lead to differ-
may also be generalizable to other organizations. ences in applicant reactions, satisfaction, and organiza-
Fourth, this study is limited in the sense that no hard tional attraction.
criteria (such as applicant follow-up, hiring decisions, To conclude, the generally positive applicant reac-
job offer acceptances) were collected. Such data could tions, the worldwide reach of the Internet, and sig-
further improve our understanding of applicant reac- nificant savings related to web-based recruitment and
tions to online recruitment procedures. For example assessment procedures, would all suggest that recruit-
and as was argued earlier, it may well be the case that ment and selection on the Internet has great potential.
applicants lower on Internet familiarity may be less well Additional research will be needed to examine why
served by online recruitment procedures, and would some applicants hold more positive perceptions than
therefore be less inclined to follow up on their applica- others, what the impact is upon organizational attrac-
tions. Future research into applicant reactions to online tion, and how organizations can best address these
recruitment procedures should endeavor to include issues to retain their attractiveness as a potential
hard criteria in addition to the perceptions that were employer in an increasingly global and electronically
studied in the current investigation. Such data would based recruitment marketplace.
offer the additional benefit of verifying sample repre-
sentativeness. Unfortunately, it is to be expected that
access to actual selection data will continue to be
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International Journal of Selection and Assessment

& 2009 Blackwell Publishing Ltd. Volume 17 Number 3 September 2009