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Does Organizational Information in Addition to Recruitment or Financial Information Influence Potential Applicants' and Investors' Reactions Toward a Company?

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Abstract:

Previous research has studied the influence of different types of organizational information on stakeholders’ reactions toward a company. However, it did not explicitly identify whether organizational information (as opposed to only product information, recruitment information or financial information) matters to stakeholders in the first place.
To fill this void, this study examines whether the addition of organizational information to recruitment or financial information enhances potential applicants’ or investors’ evaluation of a company and their intentions toward the company.
An experiment was conducted in which respondents were exposed to one of four types of corporate brochures of a fictitious company. The four types of brochures consisted of two variants of recruitment brochures (both variants including recruitment-related information such as the description of a management trainee program, salary, working conditions etc.) and two variants of financial brochures (both variants including information on financial results, share performance, dividend policy etc.). For both type of brochures, one variant included additional organizational information (such as the firm’s history, mission, market opportunities, social responsibility etc.) and one did not include additional organizational information.
The results demonstrate that 1) additional organizational information in a recruitment brochure positively influences potential applicants’ overall evaluation of a firm and, 2) this positive evaluation in turn influences their intention to apply for a job at the firm. Moreover, 3) additional organizational information in a financial brochure positively influences potential investors’ overall evaluation of a firm; and 4) this positive evaluation in turn influences their intention to buy shares from the firm.

Most Common Document Word Stems:

inform (196), compani (118), organiz (116), addit (68), peopl (51), evalu (50), financi (50), recruit (49), brochur (47), research (43), 1 (41), job (40), firm (39), share (37), effect (36), intent (36), theori (35), 2 (34), corpor (34), appli (33), potenti (33),

Author's Keywords:

Reputation, corporate image, corporate communication, attitude and behavior toward a company
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Name: International Communication Association
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http://www.icahdq.org


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MLA Citation:

van Halderen, Mignon . and van Riel, Cees. "Does Organizational Information in Addition to Recruitment or Financial Information Influence Potential Applicants' and Investors' Reactions Toward a Company?" Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY, <Not Available>. 2009-05-25 <http://www.allacademic.com/meta/p14072_index.html>

APA Citation:

van Halderen, M. and van Riel, C. "Does Organizational Information in Addition to Recruitment or Financial Information Influence Potential Applicants' and Investors' Reactions Toward a Company?" Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY Online <PDF>. 2009-05-25 from http://www.allacademic.com/meta/p14072_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: Previous research has studied the influence of different types of organizational information on stakeholders’ reactions toward a company. However, it did not explicitly identify whether organizational information (as opposed to only product information, recruitment information or financial information) matters to stakeholders in the first place.
To fill this void, this study examines whether the addition of organizational information to recruitment or financial information enhances potential applicants’ or investors’ evaluation of a company and their intentions toward the company.
An experiment was conducted in which respondents were exposed to one of four types of corporate brochures of a fictitious company. The four types of brochures consisted of two variants of recruitment brochures (both variants including recruitment-related information such as the description of a management trainee program, salary, working conditions etc.) and two variants of financial brochures (both variants including information on financial results, share performance, dividend policy etc.). For both type of brochures, one variant included additional organizational information (such as the firm’s history, mission, market opportunities, social responsibility etc.) and one did not include additional organizational information.
The results demonstrate that 1) additional organizational information in a recruitment brochure positively influences potential applicants’ overall evaluation of a firm and, 2) this positive evaluation in turn influences their intention to apply for a job at the firm. Moreover, 3) additional organizational information in a financial brochure positively influences potential investors’ overall evaluation of a firm; and 4) this positive evaluation in turn influences their intention to buy shares from the firm.

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Document Type: PDF
Page count: 23
Word count: 8138
Text sample:
Does organizational information in addition to recruitment or financial information influence potential applicants’ and investors’ reactions toward a company? Introduction Companies more and more profile the company behind the corporate brand through different communication efforts such as the corporate website annual reports corporate advertising and interviews. In addition recent years have witnessed an increasing attention of media for companies’ conducts (Argenti 2003). Due to these developments stakeholders receive more and more information concerning an organization’s values culture people programs
automobiles " Journal of consumer research 18 (2). Stang David J. (1975) "Effects of ’Mere Exposure’ on learning and affect " journal of personality and social psychology 31 (1) 7-12. Winters Lewis C. (1986) "The effect of brand advertising on company image: implications for corporate advertising " Journal of advertising research 26 (3). Wright Peter Stephen P. Ferris Janine S. Hiller and Mark Kroll (1995) "Competitiveness through management of diversity: effets on stock price valuation " Academy of management


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