| Can Corporate Image Influence the Likelihood
of Responding to an Advertisement?
Because our self-identity may be closely linked to our job, we may wish to work at a company with a good reputation. Also, a company with a good image may be perceived as being a better place to work with more opportunities.
Belt and Paolillo (1982) investigated the influence of corporate image on judgments of the likelihood of responding to an advertisement. They had an ad with high and low corporate image versions. Moreover, they also manipulated the specificity of candidate qualifications (see their article for more information). The participants viewed six ads, but only one of the ads involved the manipulation of corporate image and specificity of candidate qualifications. They found that the average perceived likelihood of responding to the ad was higher in the high image condition than in the low image condition. (1)
The above finding has clear implications for job advertising. It would be beneficial for companies to indicate their most positive attributes in job ads or company profiles. This may be especially true for companies that are less well-known.
1. There was no statistically significant effect of the specificity of candidate qualifications on the perceived likelihood of responding to the ad.
Belt, J. A., & Paolillo, J. G. P. (1982). The influence of corporate image and specificity of
candidate qualifications on response to recruitment advertisement. Journal of Management, 8