Abstract

This study advances a differentiated understanding of job ad pre-hire effectiveness. It analyzes the utility values for varying levels of job ad attributes through a hierarchical Bayesian approach to conjoint analysis. This method allows not only to measure the relative importance of different attributes on the individual level but also to explore heterogeneity in evaluations influenced by educational level, international career orientation and time to graduation. The main results from the experiment show that for both undergraduate and graduate business students, salary and opportunity for advancement by far outweigh employer familiarity and the description of job-related tasks. The study contributes to the recruitment literature by assessing to what extent these four core attributes of a job ad drive job pursuit intentions. It also discusses the implications of attribute trade-offs for employer branding activities.

摘要

本研究促进了对招聘广告预录用有效性的差异化理解。它通过分层贝叶斯方法进行联合分析，分析不同级别的招聘广告属性的效用值。该方法不仅可以衡量不同属性在个人层面上的相对重要性，还可以探索受教育水平、国际职业定位和毕业时间影响的评价异质性。实验的主要结果表明，对于本科生和研究生商科学生来说，薪水和晋升机会远远超过雇主熟悉度和对工作相关任务的描述。该研究通过评估招聘广告的这四个核心属性在多大程度上推动了求职意向，从而为招聘文献做出了贡献。