Given the recent proliferation in sales programs, business colleges face a new set of challenges. Sales competencies are changing rapidly, and firms struggle with identifying and attracting sales candidates on campus. Therefore, it is important that we understand needed competencies and how the content of job advertisements may differentially appeal to various student populations. To do so, we develop a conceptual model, based on signaling theory, that focuses on how students formulate their intention to pursue a given sales position. Our research utilizes a two-study approach. First, we explore the desired entry-level sales skills communicated by employers through job advertisements. Next, we examine both student and advertisement characteristics and their distinct relationships with the satisfaction with the job ad and the intention to apply for a sales position. Our study is unique, as we examine distinct undergraduate groups’ (sales, marketing, other business, and nonbusiness students) responses to sales job advertisements. Our findings demonstrate that differences in job ad clusters and student group characteristics influence the intention to pursue a sales position. Specifically, different student majors perceive job characteristics communicated within job ads differently. As such, our research provides insight into academic programs as well as corporate sales recruiters.

中文翻译：

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吸引学生到销售职位：有效的销售人员招聘广告的案例

鉴于最近销售计划的激增，商学院面临着一系列新的挑战。销售能力瞬息万变，企业在寻找和吸引校园销售候选人方面也遇到了困难。因此，重要的是我们了解所需的能力以及求职广告的内容如何以不同的方式吸引各种学生群体。为此，我们基于信号理论开发了一个概念模型，该模型着重于学生如何制定其追求给定销售职位的意图。我们的研究采用了两项研究方法。首先，我们探索雇主通过招聘广告传达的入门级销售技能。下一个，我们研究了学生和广告的特征，以及他们与工作广告的满意度以及申请销售职位的意图之间的独特关系。我们的研究是独特的，因为我们研究了不同的本科群体（销售，市场营销，其他商业和非商业学生）对销售工作广告的反应。我们的发现表明，职位广告集群和学生群体特征的差异会影响追求销售职位的意愿。具体而言，不同的专业学生对求职广告中传达的求职特征的理解不同。因此，我们的研究提供了对学术课程以及公司销售人员的洞见。和非商科学生）对销售职位广告的回应。我们的发现表明，职位广告集群和学生群体特征的差异会影响追求销售职位的意愿。具体而言，不同的专业学生对求职广告中传达的求职特征的理解不同。因此，我们的研究提供了对学术课程以及公司销售人员的洞见。和非商科学生）对销售职位广告的回应。我们的发现表明，职位广告集群和学生群体特征的差异会影响追求销售职位的意愿。具体来说，不同的专业学生对求职广告中传达的求职特征的理解不同。因此，我们的研究提供了对学术课程以及公司销售人员的洞见。