Using colleague and team photographs in recruitment advertisements: Effects on applicant attraction

Abstract

Three studies examined the practice of placing a photograph of individuals in recruitment advertisements. Study 1 investigated why New Zealand organizations included a photograph in their recruitment advertisements. Results indicated that only half of the organizations sampled used photographs of actual employees, and that photographs were included because of expected positive effects on applicant attraction. Study 2 compared accountants' perceptions of five recruitment advertisements. It was predicted that responses to an advertisement would be significantly affected by the photograph it included. Results confirmed this, with the advertisement showing a team rated as ‘liked’ producing significantly more favourable ratings of organizational image and applicant attraction. Study 3 compared advertisements showing photographs of a real team, a group of models and a text-only version. It was predicted that the real team would prompt larger ratings of organizational trust and applicant attraction. Results supported this prediction. Overall, the studies suggest that applicant attraction is affected by exposure to a photograph in a recruitment advertisement, and the nature of the photograph used has important implications for recruitment.