African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4094

Full Length Research Paper

Hype matters applicant attraction: Study on type of publicity and recruitment advertising

Chun-Hsien Lee1*, Fang-Ming Hwang2, Mang-Lin Wang3 and Po-Hao Chen1
1Graduate Institute of Human Resource and Knowledge Management, National Kaohsiung Normal University, Taiwan. 2Department of Education, National Chiayi University, Taiwan. 3Department of Business Administration, Tamkang University, Taiwan
Email: [email protected]

  •  Accepted: 11 November 2010
  •  Published: 04 April 2011


This research studies the effects of publicity and recruitment advertising on applicant attraction. With manipulating publicity and recruitment advertisements design, participants with between-group designs were randomly assigned to groups. This study used a fictitious company and designed publicity and recruitment advertisements to understand which recruitment advertisement could improve applicants’ organizational attractiveness while it received varying publicity. The results reveal that detailed recruitment advertisement was associated with higher advertisement truthfulness, advertisement informativeness, appropriateness, attitude toward the advertisement, and the organizational attractiveness. When receiving negative publicity, detailed recruitment advertisement could further improve applicants’ organizational attractiveness. Besides, negative rather than positive publicity interferes with the impact of recruitment advertisement to a greater extent.


Key words: Recruitment, publicity, applicant attraction.