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