Recruiting highly educated graduates: A study on the relationship between recruitment information sources, the theory of planned behavior, and actual job pursuit

Using the theory of planned behavior, we examined the effects of different recruitment-related information sources on the job pursuit of highly educated graduates. The study was conducted using a real-life longitudinal design. Participants reported on potential employers they were interested in. We used hierarchical linear modeling to analyze within-participant relationships of different information sources with the theory of planned behavior variables, job pursuit behavior, and actual job choice. The theory of planned behavior relationships was supported. Recruitment advertising and positive word of mouth related positively to job pursuit intention and behavior. Negative publicity and word of mouth partly related to job pursuit behavior, indicating their role in the recruitment process. On-campus presence related negatively to job pursuit intention and behavior, suggesting that recruiters should convey parsimonious and realistic job-related information.