Despite the recognition of the importance of organizational reputation, our understanding of how organizations can overcome an unfavorable reputation to achieve recruitment success is incomplete. Drawing from social identity theory, the reputation repair literature, and signaling theory, we investigated the influence of two recruitment messages (serving the public's interest and employee development opportunities) on job seekers' job pursuit intentions for organizations operating in a negative reputation industry. To do so, we conducted two online experiments – one using a fictitious context and student job seekers and the other using actual companies and more experienced job seekers. The results show that recruitment messages focused on serving the public's interests enhanced employer reputation and job seekers' expected pride from organizational membership, and recruitment messages focused on employee development opportunities enhanced employer reputation and job seekers' expected organization-based self-esteem. The effects of the recruitment messages on job pursuit intentions were mediated by enhanced employer reputation, expected pride from organizational membership, and expected organization-based self-esteem. Theoretical and practical implications are discussed.

尽管认识到组织声誉的重要性，但我们对组织如何克服不利声誉以实现招聘成功的理解并不完整。借鉴社会认同理论、声誉修复文献和信号理论，我们调查了两种招聘信息（服务于公众利益和员工发展机会）对在负面声誉行业运营的组织的求职者求职意向的影响。为此，我们进行了两个在线实验——一个使用虚构的环境和学生求职者，另一个使用真实的公司和更有经验的求职者。结果表明，以服务公众利益为重点的招聘信息提高了雇主声誉和求职者的声誉。组织成员的预期自豪感，以及关注员工发展机会的招聘信息增强了雇主的声誉和求职者预期的基于组织的自尊。招聘信息对求职意向的影响受雇主声誉的提高、组织成员的预期自豪感和基于组织的自尊的预期影响。讨论了理论和实践意义。以及预期的基于组织的自尊。讨论了理论和实践意义。以及预期的基于组织的自尊。讨论了理论和实践意义。