๐”– Bobbio Scriptorium
โœฆ   LIBER   โœฆ

Advertising and recruitment: Marketing to minorities

โœ Scribed by Lesley A. Perkins; Kecia M. Thomas; Gail A. Taylor

Publisher
John Wiley and Sons
Year
2000
Tongue
English
Weight
222 KB
Volume
17
Category
Article
ISSN
0742-6046

No coin nor oath required. For personal study only.

โœฆ Synopsis

Growing diversity, increasing multinationalism, and a need to better understand minority consumers make recruiting minority professionals to the workplace exceedingly important. This study examines the influences of a frequently used tool in organizational recruitment, the recruitment advertisement. Specifically, this research examines the influence of the racial composition of employees portrayed in these advertisements on a diverse sample of job-seeker reactions. These reactions include perceptions of organizational attractiveness, perceived compatibility to the organization, and evaluations of organizational image. In addition, it was expected that the race of the perceiver, the job seeker, would moderate these relationships. Mixed support for the hypotheses was found. Implications for advertising, marketing, and recruitment research given emerging domestic diversity are offered.

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