Pre-recruiting HR marketing for new Gen talent acquisition: the mediating role of Word of Mouth

Abstract

The purpose of this study is to investigate how, at the pre-recruitment stage, product brand awareness and publicity of a company affect the knowledge of the company's Employer Brand and the intention to apply for a job in this company. Furthermore, it will be investigated whether these associations are strengthened by the mediating effect of the positive Word of Mouth about the company as a desired employer. The Structural Equation Modeling (PLS-SEM) software was used on a sample of 737 students and recently graduates from Greek public universities. Overall, the findings of our research indicate the impact of a company's product/service brand awareness on the formulation of positive comments about the company as an employer. Indeed, product knowledge, when linked to company publicity initiatives and both are leveraged in a general pre-recruiting marketing plan of the HR department, positive Word of Mouth (WOM) commentary is enhanced. The information that job seekers receive from employees' feedback helps them to gain practical and useful details about the work conditions and the opportunities for training and personal development within it. Moreover, through the descriptions of the employee experience in the company the job seekers’ intention to search employment in this particular employer is strengthened.