Topic: Recruiting, Organizational Reputation
Publication: Journal of Business and Psychology (SEP 2009)
Article: Effects of pro-environmental recruiting messages: The role of organizational reputations.
Authors: T. S. Behrend, B. A. Baker, L. F. Thompson
Reviewed By: Sarah Teague
Effective recruitment is crucial to the development of a cohesive workforce and a successful organization. It directly affects the quality of a potential applicant pool. With the explosive growth of Internet users in recent years, web sites have become a preferred recruiting method. They provide a way for organizations to reach mass quantities of potential applicants at relatively low cost in terms of both time and money.
The current article examined the effects of including a pro-environmental message on a corporate website on applicants’ perceptions of a fictitious organization. In this case, the term pro-environmental message refers to a construct called corporate social performance – essentially the commitment to various stakeholders, including the greater community. Participants in the study were shown a corporate web site that either did or did not include a pro-environmental message. Individuals who were shown the web site with the message saw the company as more prestigious and were more likely to pursue a job with that company.
Organizations that emphasize their commitment to the greater community will draw more applicants than those who do not, providing them with a much larger applicant pool and allowing them to be more selective.