Designing job ads to stimulate the decision to apply: a discrete choice experiment with business students

This study advances a differentiated understanding of job ad pre-hire effectiveness. It analyzes the utility values for varying levels of job ad attributes through a hierarchical Bayesian approach to conjoint analysis. This method allows not only to measure the relative importance of different attri...

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Vydáno v:International journal of human resource management Ročník 33; číslo 15; s. 3019 - 3055
Hlavní autoři: Petry, Tanja, Treisch, Corinna, Peters, Mike
Médium: Journal Article
Jazyk:angličtina
Vydáno: London Routledge 22.08.2022
Taylor & Francis LLC
Témata:
Academic achievement
Applicant attraction
Attributes
Bayesian analysis
Business students
choice-based conjoint analysis
College students
Conjoint analysis
Decision making
Discrete choice
Educational attainment
employer branding
Employers
Familiarity
Graduate students
Human resource management
job ads
Occupations
Organizational effectiveness
Orientation
Recruitment
recruitment sources
student job preferences
Students
Tasks
ISSN:0958-5192, 1466-4399
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Shrnutí:This study advances a differentiated understanding of job ad pre-hire effectiveness. It analyzes the utility values for varying levels of job ad attributes through a hierarchical Bayesian approach to conjoint analysis. This method allows not only to measure the relative importance of different attributes on the individual level but also to explore heterogeneity in evaluations influenced by educational level, international career orientation and time to graduation. The main results from the experiment show that for both undergraduate and graduate business students, salary and opportunity for advancement by far outweigh employer familiarity and the description of job-related tasks. The study contributes to the recruitment literature by assessing to what extent these four core attributes of a job ad drive job pursuit intentions. It also discusses the implications of attribute trade-offs for employer branding activities.
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ISSN:0958-5192
1466-4399
DOI:10.1080/09585192.2021.1891112