Attractiveness of Recruitment Advertisements: Impact of Information Specificity

Öz

Job advertisements are important tools used by companies to attract talented employees. Main functions of job ads are informing potential employees about job posts and convincing them to apply for the job. This study investigates some variables that may affect the attractiveness of job ads. Particularly, the study examines the effects of the specificity of information given in a job advertisement on the potential applicants’ willingness to apply for the job opening and their attitudes toward the job ad. Results of an experimental study on 600 undergraduate students revealed that, providing information about the benefits offered by the job increased the likelihood to apply for the job. Further, specific and concrete messages found to generate a higher level of intention to apply for the job, when compared to vague and general messages. Finally, results indicated that students in their final year of study were more sensitive to specific messages when compared to other students. These findings are discussed in detail and theoretical and managerial implications are provided

Anahtar Kelimeler

• Job Advertisement, Willingness to Apply, Attitude towards Job Ad, Message Specificity, Organisational Attractiveness

İş İlanlarının Çekiciliği: Mesaj Belirginliğinin Etkisi

Öz

İş ilanları, işletmelerin yetenekli çalışanları kendilerine çekmek için kullandıkları önemli araçlardan birisidir. İş ilanlarının temel amacı, işletmenin ihtiyaç duyduğu niteliklere sahip çalışanlara iş ile ilgili bilgi vermek ve onların işletmeye iş başvurusu yapmalarını sağlamaktır. Bu araştırmada, adayların iş ilanlarına başvuru yapma niyeti üzerinde etkisi olan bazı değişkenler incelenmiştir. Bu çerçevede, iş ilanı içinde işletmenin çalışanlara sunduğu olanaklarla ilgili bilgiyi verip vermemenin ve de bu bilgiyi genel bir ifadeyle ya da ayrıntılı bir şekilde vermenin, adayların iş ilanına yönelik tutumlarını ve ilanda belirtilen pozisyona başvuru yapma niyetini nasıl etkilediği irdelenmiştir. Bu amaçla, kurgusal iş ilanları hazırlanarak üniversite öğrencileri üzerinde bir deneysel araştırma gerçekleştirilmiştir. Araştırma sonucunda, iş ilanlarında kurumun çalışanlara sunduğu olanaklara ilişkin bilgi vermenin, adayların iş başvurusu yapma niyetini olumlu yönde etkilediği; bu bilginin genel bir ifade yerine ayrıntılı bir şekilde verilmesinin daha da olumlu bir etki yaptığı belirlenmiştir. Buna ilaveten, son sınıflarda okuyan mezuniyet aşamasındaki öğrencilerin ayrıntılı bir şekilde sunulan bilgiden, alt sınıflardaki öğrencilere nazaran daha fazla etkilendiği de ortaya çıkarılmıştır. Sonuçlar üzerinde tartışılarak, uygulamacılara ve araştırmacılara çeşitli öneriler sunulmuştur

Anahtar Kelimeler

• İş İlanı, Başvuru Niyeti, İş İlanına Yönelik Tutum, Mesaj Belirginliği, Örgütsel Çekicilik

Kaynakça

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