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Study of Early Recruitment Activities and Employer Brand Knowledge and Its Effect on Organization Attractiveness and Firm Performance

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  • Neerja Kashive
  • Vandana Tandon Khanna

Abstract

This article explores the various dimensions of early recruitment activities (ERAs) such as publicity, sponsorship, word of mouth and advertisement, and its impact on employer brand knowledge (EBK) such as employer familiarity, employer image or job association and employer reputation. It further explores the impact of ERAs and EBK on organization attractiveness (OA) and firm performance (FP). The study shows that advertisement, publicity and word of mouth of ERAs impact all aspects of EBK such as employer familiarity, employer image or job association, and employer reputation. Employer reputation and job association are significant for most organization and does impact OA, while brand awareness and job association impact FP. The prominent sources of employment information were the Internet and networking.

Suggested Citation

  • Neerja Kashive & Vandana Tandon Khanna, 2017. "Study of Early Recruitment Activities and Employer Brand Knowledge and Its Effect on Organization Attractiveness and Firm Performance," Global Business Review, International Management Institute, vol. 18(3_suppl), pages 172-190, June.
    • Handle: RePEc:sae:globus:v:18:y:2017:i:3_suppl:p:s172-s190
    DOI: 10.1177/0972150917693334
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    References listed on IDEAS

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    3. Kilduff, Martin, 1990. "The interpersonal structure of decision making: A social comparison approach to organizational choice," Organizational Behavior and Human Decision Processes, Elsevier, vol. 47(2), pages 270-288, December.
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