Staff Word-of-Mouth (SWOM) and retail employee recruitment

Kathleen A. Keeling, Peter J. McGoldrick and Henna Sadhu

Journal of Retailing, 2013, vol. 89, issue 1, 88-104

Abstract: Researchers and employers have largely neglected the wider influence of Staff Word-of-Mouth (SWOM), whereas employee referral programs are an established form of recruitment. This paper positions SWOM as a specific form of WOM, communicated by present and former employees, which can influence potential applicants at the prerecruitment stage. Scenario-based Study 1, with retail employees/applicants, shows differential effects on organizational attractiveness of SWOM with positive versus negative messages and tangible versus intangible information, if obtained from strong versus weak social ties.

Keywords: Staff Word-of-Mouth; Employee recruitment; Social networks; Precommitment; Information valence; Organizational attractiveness (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:89:y:2013:i:1:p:88-104

DOI: 10.1016/j.jretai.2012.11.003

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