Competition for qualified personnel will intensify within the next 10 years as recent estimates indicate. Organizations need to challenge these difficulties by implementing innovative recruitment methods to sustain in the war for talent. Two types of movies were used to analyze if an evaluation of these movies is related to perception of the symbolic facet of perceived employer brand image (PEBI) and ultimately related to application intentions and positive word-of-mouth (WOM). A cross-sectional online study with students from different universities throughout Germany was conducted. Positive relationships between attitude towards the ad (A2ad) and the symbolic facet of PEBI as well as between the symbolic facet of PEBI and application intentions and positive word-of-mouth (WOM) were found. Argument-based videos were shown to be predictive of the symbolic facet of PEBI and had a direct impact on application intentions. Evaluation of affective-based videos showed no significant effect on application intentions but was also predictive of the symbolic facet of PEBI. Results help validating the relevance of communicating job- and organization-specific information to potential applicants. While organization-specific information is likely to be predictive for a positive evaluation of PEBI, only argument-based information generates attitudes related to application intentions.

中文翻译：

---

招聘初期基于论据与基于情感的视频：对雇主品牌形象、求职意向和积极口碑的影响

最近的估计表明，在未来 10 年内，对合格人才的竞争将更加激烈。组织需要通过实施创新的招聘方法来应对这些困难，以维持人才争夺战。使用两种类型的电影来分析对这些电影的评价是否与感知雇主品牌形象 (PEBI) 的象征性方面的感知有关，并最终与应用意图和积极的口碑 (WOM) 相关。对来自德国不同大学的学生进行了一项横断面在线研究。发现对广告的态度 (A2ad) 与 PEBI 的象征方面以及 PEBI 的象征方面与应用意图和积极的口碑 (WOM) 之间存在正相关关系。基于参数的视频被证明可以预测 PEBI 的象征性方面，并对应用意图产生直接影响。对基于情感的视频的评估显示对应用意图没有显着影响，但也可以预测 PEBI 的象征性方面。结果有助于验证与潜在申请人交流特定于工作和组织的信息的相关性。虽然特定于组织的信息可能对 PEBI 的积极评价有预测作用，但只有基于论证的信息才能产生与应用意图相关的态度。结果有助于验证与潜在申请人交流特定于工作和组织的信息的相关性。虽然特定于组织的信息可能对 PEBI 的积极评价有预测作用，但只有基于论证的信息才能产生与应用意图相关的态度。结果有助于验证与潜在申请人交流特定于工作和组织的信息的相关性。虽然特定于组织的信息可能对 PEBI 的积极评价有预测作用，但只有基于论证的信息才能产生与应用意图相关的态度。