Journal of Accounting, Finance & Management Strategy





Volume 10, Number 1, June 2015

Impacts of Business Companies’ Recruitment Advertisements, Publicity, Sponsorship, and Word-of-Mouth on Graduating Students’ Job Pursuit Intentions


This study examined (1) the effect of high-information and low-information recruitment strategies on job seekers’ perceived of company reputation and job characteristics, which affects their job pursuit intentions and (2) whether the level of need for cognition has a moderating effect that allows a moderated mediation effect job characteristicsin the research model. In addition, we primary focused these effects on graduating students, the junior job seekers; thus, we recruited the last year of undergraduate or postgraduate students as the participants. A total of 715 questionnaires were distributed, with 536 returned and 481 effective, giving an effective rate of 67.27%. Results showed that high-information recruitment activities would enhance job seekers’ perceived job characteristics and furthermore promote their job pursuit intentions; however, low-information recruitment activities (sponsorships and general advertisements) were positively related to job seeker’s perceived of company reputation cognition but did little impact on their job pursuit intentions. Additionally, the need for cognition significantly moderated the relationship between job characteristics cognition and job pursuit intention.

Keywords: Job Pursuit Intention, Recruitment Advertisements, Publicity, Sponsorship, Word-of-Mouth

JEL Classification: L19, J19