A

Research Proposal

On

“Recruitment Advertisement and Corporate Image”

Submitted to

Dr. Govind B Dave

INDUKAKA IPCOWALA INSTITUTE OF MANAGEMENT (I2IM)

MBA/PGDM PROGRAMME

Constituent of Charotar University of Science and Technology

(CHARUSAT)

MBA/PGDM Programme (2016-18)

Semester 4

Prepared by

Jasprit Gill

16MBA025
1. Introduction
Today's media savvy world offers an organization a diverse choice of channels through which
to attract potential employees, like advertising, referrals, etc. Recruitment advertising seems
to be a medium heavily relied upon by most companies to target and establish a direct link
with potential employees across a broad section of target audience. Despite this, little
systematic research has been carried out to understand the nature of the actual content being
used in recruitment advertising. Recruitment advertising is an important tool available to
companies for effective manpower planning and selection and placement of personnel for
suitable positions.
Recruitment advertising—by giving out job description, qualifications required, motivational
attributes, hints at job satisfaction, information about the organization, etc has high efficacy
towards targeting people with suitable skills and affecting them psychologically to respond to
recruitment advertisements.

The size, success and scope of the organization that may be reflected in its recruitment
advertisements can enhance its corporate image in the minds of its potential applicants.
A sound corporate image helps the company attract competent employees, positively
influences employee morale and improves labor relations.

Companies use recruitment advertising as a persuasive marketing communication tool, for it

could possibly convince the applicants that they are the employer of choice. Organizational
values and Images are thus, communicated through publicity and advertising of variables
such as salary, job content, opportunities of learning, flexibility and independence on the job,
image of the company, company's areas of business, potential for growth of the company and
the industries in which it operates, etc. using varied communication media such as written
advertisements, internet, radio and television advertisements, summer internship programs for
graduating students, employee referrals, job fairs, pre-placement talks at the campus, etc. Yet
empirical research in the field of recruitment advertising is virtually non-existent, especially
in the Indian context.

2. Literature Review
Kolnhofer Derecskei, A., Nagy, V., Zoltay Paprika, Z. (2018) identify that “HOW CAN
CREATIVE WORKPLACES MEET CREATIVE EMPLOYEES?” The aim of this
study is to identify the individual and contextual factors that facilitate or hinder employees’
creativity. They identify that literature is also referring to critical factors that impact
employees’ creativity. The sample selection happened according to quota, with the snowball
method. They found that the probability that a creative person works in a creative workplace
is twice greater than that of the case of a non-creative person. This study presents the
requisites of a creative workplace so that employees’ creativity can be developed and a kind
of work environment which facilitates organizational creativity can be created.

Pedro R. Palos-Sanchez, Jose Ramon Saura , and Felipe Debasa (2018) studied The
Influence of Social Networks on the Development of Recruitment Actions that Favor
User Interface Design and Conversions in Mobile Applications Powered by Linked Data
.Researcher gathered data with an electronically administered survey to users of 30 leading
companies in mobile digital marketing which invoiced more than 3 million. E survey was
performed using the Likert 5-point scale -e hypotheses of the conceptual model were tested
using the partial least squares (PLS) technique to estimate the structural equation models
based on the variance. The study concluded that e results obtained show that it is a model with
predictive capacity and that the model can be replicated, given the results obtained by the
determination coefficients of the dependent variables: conversions and recruitment actions.

Ujjal Mukherjee (2017) studied on “Creative recruitment- The call of the hour”. In an
employability study conducted last August, the firm found that merely 4.22% of engineering
graduates are employable in product companies and only 17% in IT services. So recruiting
talent still remains a hassle. This paper looks into the different methods of Creative
Recruitments and the pros and cons of each. Like Open-ended job postings, Gamification, Go
on the field and some other effective digital tools.

Ujjal Mukherjee (2017) studied on “INNOVATIVE RECRUITMENT- THE “ZAPPOS”

WAY”. The researcher tries to understand the thinking process behind such a move by the
retail giant. This article looks into the pros and cons of such a move. It also looks into the
feasibility of such kind of move by other Industries. Zappos , the US based online retail giant
have given away the traditional method of job posting. In their recent recruitment drive their
approach sounds like it favors prospective employees who are most deeply engaged with the
brand. Researcher can’t predict that this approach will be a rousing success initially.
However, if the Zappos recruiting team takes up a data driven model, it will be keep on
refining this move with their learning on what is important and what is not, so the real results
will start coming in after a year or so.

Muhammad Hafeez (2017) studied on ―THE ROLE OF E- RECRUITMENT IN

ATTRACTING POTENTIAL CANDIDATES: EVIDENCE FROM FRESH
GRADUATE JOB SEEKERS”. The purpose of this study is to investigate the effectiveness
of an online recruitment system and its impact on organizational attraction towards fresh
graduate job seekers. A sample, comprised of 302 fresh graduate job seekers from the HEC
recognized well known business schools in the Lahore region, selected by Stratified Random
Sampling through a questionnaire. Since the data was not normal, the Kruskill Wallis test of
mean differences was applied. Furthermore, the Macro process tool for Regression analysis
was used to investigate the matter of cost effectiveness, ease of use and site quality. It is
concluded that E-Recruitment has a positive impact on organizational attraction. However,
results also conclude that this positive relation between E-Recruitment and organizational
attraction depends on the quality of the recruitment website.

Irena Bakanauskienė , Rita Bendaravičienė and Laima Barkauskė (2017) studied on

“Organizational attractiveness: an empirical study on employees attitudes in lithuanian
business sector”. The aim of this study (N = 1020 respondents) is to identify which
dimensions make organizations attractive as employers in Lithuanian business sector. The
article employs a research approach based on a post positivistic perspective. Existing
methodologies measuring organizational attractiveness were analyzed composing a list of 67
dimensions. Using content validity, scale comprising 30 dimensions was developed to
measure organizational attractiveness of companies in Lithuanian business sector. A
telephone interview survey method for data collection was used. Descriptive statistics
(means, standard deviations, and frequencies) is used to analyze the data of the survey. The
results suggested that good working atmosphere, adequate salary and interesting job are key
to the attractiveness as an employer of business companies in Lithuania as perceived by their
employees.

Dana Egerová (2017) studied Recruitment through the use of corporate websites – A
study. Researcher did evaluation of company websites with the aim to better understand how
companies use their own websites to retain potential employee’s specifically millennial
talents. This study follows the research from 2015. As a research method and instrument for
data gathering we used unobtrusive measures. Unobtrusive measures are data collection
techniques that involve the use of non-reactive resources, so that information is obtained
without the subject’s prior knowledge. The study concluded from the surveys that there are
visible differences between SMEs and large enterprises in using corporate websites as an
important tool of external personal marketing. It also demonstrates that most companies
provide available information regarding job characteristics. In particular, the significant
majority of surveyed companies has a link to the recruitment - career pages, has recruitment
website, describe the job opportunity including requirements for vacant position and provide
available contact link. Lastly, only half of the companies in our sample had links to social
media on their corporate websites.

Carol Byrd-Bredbenner, Colleen Delaney, Jennifer Martin-Biggers, Mallory Koenings

and Virginia Quick (2017) studied The marketing plan and outcome indicators for
recruiting and retaining parents in the Home Styles randomized controlled trial. A
comprehensive and systematic plan for recruitment and retention was implemented and
outcomes assessed. The findings of the present study highlight the need for far-reaching,
concentrated, and varied recruitment strategies; sufficient time in the research plan for
recruitment and retention activities; and creative, tireless, flexible, persistent project staff for
health-related interventions.

Rab Nawaz Khan(2017) studied on “Relationship between Reputation Perception and

Job Pursuit Intention in Private Sector”. the aim this research study is to analyze how
organizations’ reputation together with job attributes influence potential job seekers’
intention to apply for a job. This study is quantitative in nature and its scope is to find out the
impact of organizational identity on potential recruits. To achieve this objective, a survey of a
sample size of 100 students enrolled in the Masters and Graduate program of four business
school Karachi was conducted with the help of questionnaire. Correlation test will be run to
find out the relationship between reputation perception and job-pursuit intentions. Through
the in-depth analysis of the conducted survey, it was seen that employer branding is
positively associated with job seeker intention to apply and to attract more than more talented
and qualified candidates therefore organization need to be attractive employer by focusing on
different strategies of employer branding and through this approach their can increase
applicant intention to apply.

ROZY RANI (2016) studied on “E –RECRUITMENT AND ITS IMPACT UPON ON

JOB SEEKERS: A CONTEMPORARY APPROACH.” The study implies that the
developers of online job sites need to provide additional useful functionalities or tools on the
sites to help users for job search. The paper provides an insight for job seekers to find
employment by using the Internet as a job search tool. The major findings emerging out of
this study is that job seekers are also getting benefited with the internet era, and start
searching the jobs on the internet. This paper is based upon Descriptive research technique.
They collected the data on the basis of observation method, interview and questionnaire.
Theoretically, e- recruitment process should be important to study the benefits of e –
recruitment of job seekers. The size of the sample was 100 respondents. Sampling Technique
is convenient sampling technique. Primary data was collected with the help of questionnaire
and secondary data was collected from internet, journals & magazines etc. All the data
collected for the research was analyzed by frequency distribution technique and various
factors of e recruitment were gathered for further references. Finding of the research is that t
that 40% respondents feels that job boards are best source of recruitment, 65% respondents
agrees that online recruitment provide more opportunity for job seekers and 85% respondents
access job portals & career websites for searching the jobs. Thus, Maximum respondents feel
that online sources for job search are better tools to be used rather than traditional ways for
job search.

Filip Lievens and Jerel E. Slaughter (2016) analyzed Employer Image and Employer
Branding: What We Know and What We Need to Know. Researchers began the post-
2001 period in a more exploratory mode, examining either all potential intuitively appealing
personality moderators or choosing a single individual difference. More recent work,
however, has taken a more thoughtful and theoretical approach, and we believe this has
substantially enhanced our knowledge of how to target specific types of applicants based on
their psychological and demographic characteristics. So far, research on temporal moderators
has received the least attention, but the available evidence gathered shows that applicants
weight employer image dimensions differentially across the different stages.

Marije Hendriks (2016) studied on “ORGANIZATIONAL REPUTATION,

ORGANIZATIONAL ATTRACTIVENESS AND EMPLOYER BRANDING:
CLARIFYING THE CONCEPTS”. We started collecting data by creating three separate
databases for each concept. We used a spreadsheet in Microsoft Excel to create the databases.
We have allocated space in the spreadsheet to insert information about the title, author,
abstract, citations, journal, year, impact factor and search engine. The results of this study are
divided in four parts. In the first part we discuss the results of the maturity analysis; in this
part we discuss each concept separately. The second part consists of the results on conceptual
level, in this part we discuss the results of the concept analysis on conceptual level first and
then we discuss the results of the cross-concept analysis on conceptual level. The third part
consists of the discussion of results on methodological level. The final part of this chapter
discusses the results of this study on empirical level. This part starts with a discussion of the
results of the concept analysis on empirical level and subsequently the results of the
crossconcept analysis on empirical level are discussed.

Kathryn L. Matthews, Kate R. Lorig, Diana D. Laurent , Linda Rudolph , Kathy

Dervin , Ferdy Massimino (2015) studied on “Internet Recruiting: Lessons Learned
From a Failed Worker’s Compensation Back Pain Education Program”. This paper
reports on the failed recruiting efforts for a back pain Internet patient education study. Six
hundred injured workers with back pain were needed for the study. To be eligible one must
have been on disability and missed more than 10 days of work. Recruitment efforts included
use of electronic medical records to identify potential subjects, web site links, direct mailings,
phone calls, talks with clinic staff, as well as brochures and pamphlets in the clinic. A finding
of the research is that over a fourteen-month period, only 20 subjects were recruited. A study
of the barriers to recruitment revealed system related problems including: missing data in
electronic medical records and inability to integrate recruiting into the medical visit.
Individual problems such as computer access and language also posed barrier to recruitment.

IRENA BAKANAUSKIENĖ – LINA ŽALPYTĖ – JUSTINA VAIKASIENĖ (2014)

studied on “EMPLOYER’S ATTRACTIVENESS: EMPLOYEES’ EXPECTATIONS
VS. REALITY IN LITHUANIA”. The article deals with the topic of employer’s
attractiveness from the perspective of current employees and presents the results of empirical
research as well as theoretical and methodological backgrounds for its accomplishment. The
goal of the research presented in this article is to determine whether the attributes of
employer attractiveness in Lithuanian organizations are in line with the perceived
expectations of their employees. A qualitative research method – questionnaire survey – has
been used to identify what attributes make an attractive employer in Lithuania and what are
the perceived expectations by individuals on the attractive employer. The data collected was
registered and processed using the IBM SPSS Statistics 18 for Windows software package.
Frequency analysis of responses and rank-ordering were used for data analysis. When
examining the correlation between variables, Pearson correlation coefficient has been
calculated. These results allow describe an attractive Lithuanian employer perceived by
employees as a set of particular organizational attributes and evaluate how these are
influenced by demographical characteristics.

Naveed R. KHAN, Marinah AWANG, Arsalan Mujahid GHOURI (2013) studied on

“IMPACT OF E-RECRUITMENT AND JOB-SEEKERS PERCEPTION ON
INTENTION TO PURSUE THE JOBS”. The study highlighted the significance of e-
recruitment in the firms. In current epoch technology integrated the information in a
sophisticated manner and has influenced on every setting of daily affaires. This study
examined the relationship between the recruitment sources, job seekers’ perception and
intention to pursue the job. Data was collected from 257 respondents and analysed in relation
with the research objectives. The findings of the study showed that internet is the most
preferred source to search the job among other recruitment sources. Furthermore, it is also
 suggested that the effectiveness of e-recruitment depends upon the placement of
advertisement and salary is the most influential motivator to find interest in the job applied.

Mary Grace G. Ventura and Rex P. Bringula (2013) studied Effectiveness of Online Job
Recruitment System: Evidence from the University of the East. Descriptive approach was
used to collect data to determine if the objectives of the study were met. The respondents of
the study came from the following groups Human Resource Department, head of the different
departments with teaching and non-teaching staff, newly hired teaching and non-teaching
staff, Regular/full-time teaching and non-teaching staff. Purposive sampling method was
utilized in choosing the respondents. A survey questionnaire was utilized as the research
instrument. Anova test was performed 5% level of probability and 95% reliability were
employed to determine the significance of the findings. Researcher concluded that the
developed software was effective in selecting qualified applicants within a shorter period of
time. Hence, it would become a significant contributor to quality hire. It is also concluded
that Performance, Reliability, Security, and Cost-effectiveness could be utilized as criteria in
evaluating online recruitment software.

Maryam Taresh Saif Almarri (2013) studied the effectiveness of online recruitment
advertisements and recruitment websites in applicant attraction. Researcher took data of
50 HR recruiters by conducting online survey. Correlation test was performed which gave
conclusion that low-data enlistment practices delivered an altogether littler impact and if
exhibited without high data practices, did not fundamentally affect candidate attraction.

Andrea Broughton, Beth Foley, Stefanie Ledermaier and Annette Cox (2013) analyzed
The use of social media in the recruitment process. Researchers attempted to answer some
questions by means of a literature review and case studies of three organizations that have used
social media for the purposes of recruitment. The organizations were namely: Pets at Home,
G4S, and Monmouthshire County Council. The case studies were carried out which involved
face-to-face interviews with company representatives in the areas of digital strategy and human
resource management. The interviews were carried out using discussion guides that are
appended to this report. A representative sample of 401 HR decision makers was polled using
questions designed to complement this study. Researchers concluded that in terms of advice for
other organizations, they feels that it is important that social media strategy has buy-in from
senior management – if the chief executive is enthusiastic, for example, this will cascade down
throughout the whole organization. They also believe that organizations need to be relaxed and
embrace flexibility when using social media.

Pinja Söyrilä (2012) studied on “Students’ perceptions and usage of Social Media for job
seeking in the hospitality industry”. To find out which recruitment channels the Generation
Y workers in the hospitality industry use, which Social Media channels they are familiar with
and how they would like to use Social Media when looking for jobs, a survey was conducted
among the hospitality industry students in Finland. Both quantitative and qualitative methods
were used to obtain data on how students use Social Media for job seeking and career
development, and what their perceptions of Social Media are. In this study, current hospitality
industry students were identified as potential job seekers – they are the future professionals
who might already be looking for jobs in the hospitality industry. In order to understand the
students’ job seeking behavior and opinions about Social Media, I chose to use the survey
strategy. Out of approximately 2500 students who received the link to the questionnaire, 531
responded, making the response rate approximately 21 %. Apparently at least of the schools
that received the questionnaire had students fill it out during class, while other schools simply
sent e-mails to their students that contained the cover letter and link to the questionnaire.

Maria Plummer, Starr Roxanne Hiltz & Linda Plotnick (2011) studied on “Predicting
Intentions to Apply for Jobs Using Social Networking Sites: An Exploratory Study”. In
this research, we developed and tested a preliminary theoretical model that explicates
jobseekers’ behavioral intentions to apply for jobs using social networking sites (SNSs). The
overarching research question in this study is whether predictors of behavioral intentions with
respect to e-commerce and other types of information systems, apply to the very different
context of job application in SNSs. This study contributes to the understanding and the building
of an integrated theory on the interplay among privacy concerns, trusting beliefs, risk beliefs
and performance expectancy in the decisions made by individuals on whether and how to use
SNSs for a specific type of service —job application.

Quinetta M. Roberson, Christopher J. Collins, Shaul Oreg (2005) studied on “The Effects
of Recruitment Message Specificity on Applicant Attraction to Organizations”. We used
the elaboration likelihood model from marketing research to explain and examine how
recruitment message specificity influences job seeker attraction to organizations. Using an
experimental design and data from 171 college-level job seekers, the results showed that
detailed recruitment messages led to enhanced perceptions of organization attributes and
person-organization fit. Perceptions of fit were found to mediate the relationship between
message specificity and intention to apply to the organization. we explored whether exposure to
explicit recruitment information would produce more favorable applicant perceptions and
reactions. First, our results confirmed the importance of recruitment ad specificity for
influencing applicant perceptions of organization attributes and person-organization fit.

Greet Van Hoye and Filip Lievens (2005) studies Recruitment-Related Information
Sources and Organizational Attractiveness: Can Something Be Done about Negative
Publicity? Researchers used the accessibility–diagnosticity model as a theoretical framework
to formulate predictions about the effects of these recruitment-related information sources. A
mixed 2*2 experimental design was applied to examine whether initial assessments of
organizational attractiveness based on negative publicity would improve at a second evaluation
after exposure to a second, more positive information source. Researchers concluded that both
recruitment advertising and word-of mouth improved organizational attractiveness, but word-
of-mouth was perceived as a more credible information source. Self-monitoring did not
moderate the impact of information source on organizational attractiveness.

Christopher J. Collins, Cynthia Kay Stevens (2001) studied on “Initial Organizational

Images and Recruitment: A Within-Subjects Investigation of the Factors Affecting Job
Choices”. The purpose of this study was to examine the dimensions, influenceability, and
consequences of applicants’ images of prospective employers early in the recruitment and job
search process. Specifically, we examined three questions: (1) On what dimensions do
applicants assess organizational images early in their job searches? (2) Which recruitment
practices contribute to applicants’ organizational images? (3) How do organizational images
influence applicants’ decisions to apply to organizations? The sample used to elicit
organizational image dimensions consisted of 12 undergraduate students (50% male) enrolled
in a summer organizational behavior course. None of the students had begun searching for a
full-time, post-graduation job. They participated in the study as part of a classroom exercise on
organizational culture. Our results echoed those of prior researchers (Highhouse et al., 1999;
Rynes et al., 1991) with regard to many of the key dimensions on which applicants assessed
initial fit: firm reputation and product knowledge played an important role. The study results
also highlighted the role that various early recruitment mechanisms may play in shaping
prospective applicants’ organizational images.

Sara L. Rynes, Alison E. Barber (1989) studied on “Applicant Attraction Strategies: An

Organizational Perspective”. The present paper draws on multiple literatures to develop a
model of applicant attraction from the organization's perspective. In it, we (1) outline three
general strategies for enhancing applicant attraction, (2) propose broad categories of
contingency factors expected to affect the choice (and potential effectiveness) of alternative
strategies, (3) suggest probable interrelationships among the strategies, (4) link applicant
attraction strategies to other human resource practices, (5) outline various dimensions of
attraction outcomes (e.g. qualitative and quantitative, attitudinal and behavioral, temporal), and
(6) discuss implications for future attraction research. The present paper provides a tentative
framework for organizational decision makers confronted with attraction challenges, as well as
for researchers who wish to increase our understanding of the entire attraction process.

GERARD RYAN, MARCEL GUBERN, INMA RODRIGUE studied on “Recruitment

Advertising: The Marketing-Human Resource Interface”. This paper examines the
recruitment advertising placed in the popular national media, otherwise known as press
advertising. These are the advertisements that employers place in newspapers to advertise
employment vacancies and to attract applicants to their firms. The significance of corporate
image in the design of recruitment advertising is increasing because of greater public concern
and demand for social responsibility and awareness on the part of the firm or organization.
Indeed, it has been suggested that the corporate image may influence the effectiveness of the
advertisement in attracting suitable candidates and that, in turn; recruitment advertising may
influence the firm's corporate image.

Hamed Azad Moghaddam, Sajad Rezaei, Muslim Amin studied on ―Examining job
seekers’ perception and behavioural intention toward online recruitment: a PLS path
modeling approach”. The purpose of this study is to examine the impact of information
content qualities (ICQ), vividness (VID), interactivity (INT), attractiveness and effectiveness
(EFE), search engine optimization (SEO), website ranking (WER), and ease of navigation (EN)
on job seekers’ perception and behavioral intention (BI). Structural equation modelling (SEM)
using partial least squares (PLS) path modeling approach for assessment of measurement
models and structural models was performed to empirically test the proposed hypothesis, taking
232 graduate students as target population. Our empirical results show that ICQ, VID, INT,
EFE, SEO, and WER were positively related to graduate students’ BI. In contrast, EN does not
influence BI. The research implications, contribution, and limitations are discussed.

Dr. Anita Singh, Dr. Timira Shukla studied on “Job Seeker’s Expectations from
Recruitment Agency in VUCA World”. For any placement consultant employer need is the
priority since their services are paid by them. It is observed that majority of the recruiters and
jobseekers have realistic expectation at the beginning and during their working relation. As the
general perception of the jobseekers appears to be quite negative about the maximum
recruitment agency .It is an important issue for them to deal with this negativity and attract
talents in this VUCA world. The study is exploratory in nature. It can be concluded from the
above empirical study that recruitment agencies do fill an important gap as perceived by
prospective job seekers in the VUCA world. By and large, it can be summarized that job
seekers of different age groups and work experience expect that recruitment agencies help save
time and discuss the important aspects of prospective job.

Lynne Millward, Diane Houston, Dora Brown and Martyn Barrett studied on “Young
People’s Job Perceptions and Preferences”. This report examines possible causes of gender
segregation and its link to skills shortages in the UK labour market, by investigating young
people’s perceptions about work and their preferences for jobs. In particular, the aim is to
identify ways of ensuring that young people’s occupational choices are not determined by their
gender or stereotypical views about whether females or males can do particular jobs.
Interviews, document analysis, surveys and an intervention were used to collect evidence from
young people aged 14 to 19 years. The research focused on particular areas of work - nursery
nursing/child-care, elderly care assistants, hairdressing, travel agency, plumbing, mechanics,
building and carpentry, being a chef, and telesales, as well as jobs which young people
identified as being of interest to them. Young people hold very strong stereotypes about the
types of jobs that are appropriate for men and women. These gender stereotypes pose barriers
to stop young people going into non-traditional work.

K.N.M Perera ,W.A.S. Weerakkody studied on “The Impact of Online Job

Advertisements’ Appearance on Organizational Attractiveness: From Job Seekers
Perspective”. The main purpose of this study is to identify the impact of online job
advertisements’ appearance on organizational attractiveness. There are many studies have done
in different contexts according to the current literature and current study is based on 100 final
year undergraduates of Commerce and Management Studies, University of Kelaniya. Study is
done by job seekers aspect that can be highly useful to the recruitment campaign decisions of
organizations. Study is a cross sectional explanatory study. Online survey was conducted since
there is a comparison between two different advertisements. Descriptive statistics, Paired
sample T-Test, ANOVA were used to analyze the collected data and conclude the advanced
hypotheses. According to the test results there is a significant positive impact on organizational
attractiveness through rich online job advertisements’ appearance and there is a significant
negative impact on organizational attractiveness through poor online job advertisements’
appearance.
Natalie Emma Rose studied on “Influences on organizational image on applicant
attraction in the recruitment process”. In the present investigation, factors related to
prospective applicants impressions of an organization at the pre-interview stage of the
recruitment process, and how these perceptions influence decision to pursue an organization for
possible employment were explored. A total of 351 job seekers submitting applications for
advertised job vacancies in a large, queensland-based higher education institution participated
in the study. Of the participants, 65.5% were female, and the average age was 38 years old. In
this investigation it was theorized that a job seeker having a positive perception of an
organization’s image will view that organization as a desirable entity and want to engage in
some relationship with it.

3. Rationale of the study

The purpose of the study is to investigate the effect of recruitment advertisement on building
corporate image effecting the perception of employer and jobseeker. Recruitment Advertising
is a key part of the recruitment process which represents the corporate image of the
organization and affects the job seekers attention to apply for the job. The purpose of
advertising is to reach the largest qualified audience. No job seeker would like to apply for a
job if the advert didn’t accurately describe the role, the company and the responsibilities of the
position. A compelling job ad is vital to attracting the right candidates for clients’ business and
as a recruiter one of the key skills to grab their attention is advert writing. It is important to
ensure that the wording of advertisement does not work to exclude possible recruits. The main
focus should be on inclusion rather than exclusion.

4. Research Gap / Problem Statement

There is a lack of understanding about Recruitment advertising effecting corporate image. The
factors affecting an individual while applying for the job after watching or reading an particular
recruitment advertisement are unknown.

There has not been a lot of research on recruitment process and its changing parameters the
studies prior overlook the relation between perception of job seekers and attributes affecting the
same. Therefore more comprehensive research is required to explore the connection between
recruitment advertisement and corporate image and its effect on job seekers perception towards
applying for a particular job.

5. Research objective

 To study the factors affecting employed individuals after watching recruitment

advertisement while applying for a job.
 To study the factors affecting job-seekers after watching recruitment advertisement
while applying for a job.
 To identify the perception of already employed individuals and Job seekers towards
building corporate image after watching recruitment advertisement.
Research Model

Age

Gender

Effect of recruitment
Perception by
Applicant’s interest seeing advertisement on
Recruitment individual for building
Advertisement
corporate image.
Qualification

Job Seeker
Perception

6.1 Hypothesis

H1: There is no significant difference between factors affecting and perception of already
employed individual’s after watching recruitment advertisement while applying for a job.

H2: There is no significant difference between factors affecting and perception of job-seekers
after watching recruitment advertisement while applying for a job.

H3: There is no significant difference between the perception of already employed

individuals and job seekers towards corporate image.

6.2 Research Methodology

The survey method will be adopted for this study. This is because the survey method would
allow collecting quantitative data which can be analyzed quantitatively using descriptive and
inferential statistics It will be also used because it reduces cost and time associated with
census. Considering the large number of Job seekers and employed individuals in the market
the survey method is preferred. A cross-sectional survey method is to be used to collect
information from the sample, thus all relevant data can be collected at a point in time but
within a one week period.
6.3Type of research
Descriptive research design will be used to study the factors affecting different job seekers
and employed individuals in selected cities of Gujarat. Both primary and secondary data will
be gathered for the study. According to Malhotra and Birks (2007), the researcher should
locate and analyze secondary data before collecting primary data. They indicated that
secondary data which are data that have already been collected for the purpose other than the
problem at hand can help in sample designs and in the details of primary research methods.

6.4 Source of data

The researcher first reviewed existing literature made up of textbooks and other materials
found useful from other sources such as the internet. Primary data is data that will originate
by the researcher specifically to address the research at hand. The Primary data for the study
will be generated from the questionnaires.

6.6 Methods / Tools for Data Collection

The study is mainly based on the primary data collected which would be collected from the
people who are seeking job and who are already employed .Besides this the secondary data is
collected from the books, journals, magazines, newspapers, websites. The primary data
required for this study will be collected through a well-tested questionnaire. Sufficient time
will be given to the respondents to furnish the information. The questionnaire used will self-
design by the researcher based on the objectives of the study. The researcher decided on the
administration of questionnaire because they are quick and easy to use. Some advantages of
the questionnaires are that the responses are gathered in a standardized way, so questionnaires
are more objective, certainly more so than interviews. The questionnaire is designed to be
informant friendly.

6.7 Sampling Plan

6.7.1 Sample Frame:
The population for the study consisted of all job seekers mostly students of Charusat
University and employed individuals in the main cities of Gujarat. For the purpose of cutting
down cost and limited time available, the researcher concentrated more on students who are
job seekers and all registered employers numbering nearly three thousand. (3000)

6.7.2 Sample Size:

Sample size of (300) job seekers and employed individual are randomly selected to respond
to the questionnaires.

6.7.3 Sampling Method:

By the use of simple random sampling and systematic sampling, the questionnaires will be
administered personally by the researcher.
6.7.4 Mode of Data Collection
By the use of simple random sampling and systematic sampling, the questionnaires will be
administered personally by the researcher. The questionnaires will personally given out to the
respondents. The researcher will personally collect all completed questionnaires from the
respondents at the point where the questionnaires will be administered to them. Instances
where the respondents will not able to fill the questionnaires at the first time of administering
it, another day will be rescheduled for it collection. The researcher will through each
questionnaire after it has been filled out to ensure that the respondent has answered all
relevant questions. The researcher, however, respected the right of any respondent who did
not answer some of the questions or the questionnaire as a whole. Also during the interview
the researcher will perform his best to explain the technical portions of the questionnaire to
the job seekers and employed individuals so that the truthful and accurate responses can be
obtain.

7. Data Analysis and Presentation of Result

For data analyses Ms-Excel and SPSS Software (16.0 Version +) will be used.

8. Limitation of the study

 Due to the time constraints the research is limited to descriptive study.

 A comprehensive study that covered number of job seekers would be a very big
challenge.

9. Conclusion

The study will identify the entire problem related to recruitment advertisement and corporate
image. The present study is a modest attempt to know perception of job seeker and employed
individuals towards applying for a job after analyzing the corporate image and the role played
by recruitment advertisement in building it. The objective of this paper is to analyze the effect
of recruitment advertising in building corporate image and the effect of recruitment
advertising on perception Job seeker and employed individuals. It would be concluded that
what are the more initiatives and changes needed in advertisement displayed for getting the
perfect candidate company wants.
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