Unveiling the power of word-of-mouth in pre-recruitment employer branding strategy during COVID-19
Sofia Panagiotidou,
Dimitrios Mihail,
Anastasia A. Katou
Abstract:PurposeThis study, based on signaling theory, examines the pre-recruitment employer branding strategy during the COVID-19 pandemic. It investigates the relationship between spontaneous word-of-mouth (WOM) recommendations for companies and prospective candidates' job application intentions. Specifically, the study explores serial mechanisms mediating the characteristics of company online career pages, including the perceived informativeness of online job advertisements (ads), candidates' preferences for its web… Show more
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