Effects of Recruitment Ad Content on Intentions to Apply for the Job: A Study on University Students

Year 2015, , 99 - 112, 14.10.2015

Esra Alnıaçık , Serhat Erat

https://doi.org/10.18657/yecbu.33859

Cited By: 2

Abstract

In today’s competitive world, companies are fighting not only in the customer market but also in the employee market. Companies are striving to attract and retain talented employees. Recruitment advertisements play an important role in attracting talented employees during the recruitment process. Effectively prepared recruitment ads can inform potential employees about job posts and convince them to apply for the job. This study investigates the effects of ad informativeness, ad truthfulness, appropriateness and attitude toward the ad on the intentions to apply for advertised job. A field study on university students revealed that ad informativeness, appropriateness and attitude toward the ad positively influence the intentions to apply for the advertised job, while ad truthfulness does not exert a significant effect on the intentions After discussing the findings in detail, theoretical and managerial implications are provided

Keywords

Job Advertisement, Willingness to Apply, Attitude towards Job Ad, Information Content, Organisational Attractiveness

İş İlanlarındaki Bilgi İçeriğinin İş Başvurusu Yapma Niyeti Üzerindeki Etkisi: Üniversite Öğrencileri Üzerinde Bir Araştırma

Abstract

Günümüz iş dünyasında sadece müşteriler pazarında değil, işgücü pazarında da yoğun bir rekabet yaşanmaktadır. İşletmeler daha yetenekli, daha verimli çalışanları kendilerine çekmek ve bunları elde tutmak için yoğun bir çaba göstermektedirler. İşe alım sürecinde adayların işletmeye çekilmesinde iş ilanları önemli bir rol oynamaktadır. Doğru şekilde hazırlanmış iş ilanları,
işletmenin ihtiyaç duyduğu niteliklere sahip çalışanlara iş ile ilgili bilgi vermekte ve onları işletmeye iş başvurusu yapma konusunda ikna etmektedir. Bu araştırmada, iş ilanlarının bilgilendiriciliği, inandırıcılığı ve ilana yönelik genel tutumun adayların ilandaki işe başvuru yapma niyeti üzerindeki etkisi incelenmiştir. Üniversite öğrencileri üzerinde gerçekleştirilen saha araştırması sonucunda, iş ilanının bilgilendiriciliği, ilana yönelik tutum ve ilandaki pozisyon ile adayın özellikleri arasındaki uyumunun, o ilandaki işe başvuru yapma niyetini pozitif yönde etkilediği ortaya konmuştur. Sonuçlar üzerinde tartışılarak, uygulamacılara ve araştırmacılara çeşitli öneriler sunulmuştur.

Keywords

İş İlanı, Başvuru Niyeti, İş İlanına Yönelik Tutum, Bilgi İçeriği, Örgütsel Çekicilik

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