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    Establishing The Dimensions, Sources and Value of Job Seekers' Employer Knowledge During Recruitment

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    PranoyCH
    Employer knowledge refers to the beliefs job seekers hold about potential employers. This document discusses three key dimensions of employer knowledge: familiarity with the employer, their reputation, and employer image. It proposes that familiarity precedes and influences reputation and image, and that reputation and image reciprocally influence each other. The sources of employer knowledge are also discussed. Marketing concepts like brand equity are useful for understanding how employer knowledge determines how job seekers process information about and pursue jobs with different organizations.

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    Establishing The Dimensions, Sources and Value of Job Seekers' Employer Knowledge During Recruitment

    Uploaded by

    PranoyCH
    79 views3 pages
    Employer knowledge refers to the beliefs job seekers hold about potential employers. This document discusses three key dimensions of employer knowledge: familiarity with the employer, their reputation, and employer image. It proposes that familiarity precedes and influences reputation and image, and that reputation and image reciprocally influence each other. The sources of employer knowledge are also discussed. Marketing concepts like brand equity are useful for understanding how employer knowledge determines how job seekers process information about and pursue jobs with different organizations.

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    Employer knowledge refers to the beliefs job seekers hold about potential employers. This document discusses three key dimensions of employer knowledge: familiarity with the employer, their reputation, and employer image. It proposes that familiarity precedes and influences reputation and image, and that reputation and image reciprocally influence each other. The sources of employer knowledge are also discussed. Marketing concepts like brand equity are useful for understanding how employer knowledge determines how job seekers process information about and pursue jobs with different organizations.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    79 views3 pages

    Establishing The Dimensions, Sources and Value of Job Seekers' Employer Knowledge During Recruitment

    Uploaded by

    PranoyCH
    Employer knowledge refers to the beliefs job seekers hold about potential employers. This document discusses three key dimensions of employer knowledge: familiarity with the employer, their reputation, and employer image. It proposes that familiarity precedes and influences reputation and image, and that reputation and image reciprocally influence each other. The sources of employer knowledge are also discussed. Marketing concepts like brand equity are useful for understanding how employer knowledge determines how job seekers process information about and pursue jobs with different organizations.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    ESTABLISHING THE DIMENSIONS,

    SOURCES AND VALUE OF JOB


    SEEKERS’ EMPLOYER KNOWLEDGE
    DURING RECRUITMENT
    Applying marketing concepts to the recruitment in order to develop the concept of employer
    knowledge, or the beliefs that a job seeker holds about a potential employer.
    Introduction
    Job seekers’ employer knowledge creates value for an organization because it determines

    1) how they pursue and process information about the organization,

    2) whether they accept jobs with the organization,

    3) what they expect from the organization as new employees, and whether they purchase
    products and services from the firm in the future.

    How Marketing applies

    (1) differentiates the dimensions of employer knowledge,


    (2) describes the sources of employer knowledge and how these information sources are
    processed by job seekers, and
    (3) describes how and why job seekers’ employer knowledge represents a valuable asset to
    organizations.

    Common between marketing and recruitment

    Marketing and recruitment functions, firms compete to attract a limited set of individuals.
    These individuals, in turn, expend resources to gather and process ambiguous information,
    and invest resources in a chosen alternative. Both practitioners and academicians have noted
    the parallels between the recruiting and marketing processes, and have encouraged
    organizations to consider qualified job seekers as consumers in a market of possible
    employers. The concepts of “brand equity” and “brand knowledge” can provide recruitment
    scholars with guidance in understanding the structure and the role of organizational
    knowledge in recruitment. For example, Coca-Cola has brand equity because consumers are
    more responsive to Coca-Cola commercials and products than to a similar but unknown cola
    brand and commercials for that brand.
    IMP - Organizational images are analogous to brands, that particular jobs are analogous. To
    specific products, and that job seekers are analogous to consumers. Thus organisation can
    have recruitment equity

    Employer knowledge as a job seeker’s memories and associations regarding an organization.


    We theorize that job seekers’ employer knowledge influences how they process, and react to,
    information about the organization. Dimensions-

     employer familiarity (i.e. awareness), - level of awareness that a job seeker has of an
    organization. Three levels – Unawareness, recognition, recall.
    Benefits – Positive Feeling about company, Additional information to the core
    information can be provided
     employer reputation (i.e. affective evaluation), - the set of beliefs that a job seeker
    holds about the attributes of an organization. Three categories
    a) employer information (factual or historical information about organisation), b) job
    information, c) people information
     and employer image (i.e. attribute recall) - job seeker’s beliefs about the public’s
    affective evaluation of the organization
    Proposition 1a: Employer familiarity is a precursor of employer image.

    Proposition 1b: Employer familiarity is related to employer image.

    Proposition 2a: Employer familiarity is a precursor of employer reputation.

    Proposition 2b: Employer familiarity is positively related to reputation.

    Proposition 3a: Employer image beliefs affect employer reputation beliefs

    Proposition 3b: Employer reputation beliefs affect employer image beliefs.

    Individuals possess employer knowledge before they become job seekers.

    All sources of information about organizations have the potential to affect job seekers’
    employer knowledge.

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