When do employer awards pay off and when do they not? The impact of award familiarity on applicants’ job pursuit intentions and the moderating role of corporate brand awareness

Abstract

Employer awards are increasingly utilized in the recruitment context in order to provide positive signals to potential applicants. However, the impact of employer awards on applicants’ job pursuit intentions still requires empirical proof. This study elaborates on this impact and assumes that it is contingent upon corporate brand awareness. We show that employer awards only positively impact applicants’ job pursuit intentions if the award is well-known and the recruiting firm is not. Well-known employers however do not profit from the placement of an award, on the contrary, if the award is unfamiliar, its influence on job pursuit intentions is even deleterious.