Persuasive effect of potential employees' names and photographs in a recruitment advertisement

L'effet persuasif de l'intégration du prénom et de la photographie d'employés potentiels dans une publicité de recrutement

Jean Pfiffelmann () and Sébastien Soulez ()
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Jean Pfiffelmann: EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School
Sébastien Soulez: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: While targeting job postings is a common practice for recruiters, they can now personalize their ads by embedding the recipients' names and photographs in the advertisement. Research shows divergent results on the effects of personalization. This experiment, conducted among 236 participants, assesses the combined effect of recruitment advertisement personalization and job targeting on attitudinal reactions. Our results show that personalization and targeting help increase self-referencing, which in turn positively influences the attitude about the advertisement, click intention, and job-pursuit intention. However, personalization has a negative main effect on these attitudinal reactions.

Keywords: Personalization; Targeting; Recruitment advertising; Self-referencing; Psychological reactance; Personnalisation; Ciblage; Publicité de recrutement; Référence à soi; Réactance psychologique. (search for similar items in EconPapers)
Date: 2021
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Published in Canadian Journal of Administrative Sciences - Revue Canadienne des Sciences de l'Administration, 2021

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03191654

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