Organizational Perception Regarding Specific Information about Job and Organization: An Approach to E-Recruitment

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1 Organizational Perception Regarding Specific Information about Job and Organization: An Approach to E-Recruitment Hassan Imam University of Education, Lahore (Pakistan) Syeda Nimra Batool Abstract Business School, University of Central Punjab, Lahore (Pakistan) Applicant attraction is main theme in recruitment and information plays an important role. In this study we based different theories (information processes theory, social comparison theory and ELM theory) to strengthen the argument that how much specific information weight in effective recruitment. This conceptual paper based upon the results from previous studies and theories in which we analyzed the effective recruitment based on information and information's impact to applicant attraction and person-organization fit. Present study includes the different researches' results regarding person-organization fit, web based recruitment and applicants' attraction to job and organization. One of the aims to conduct this study is to examine that how individual perception may change by information. Keywords: Applicant attraction, E-recruitment, Person-Organization fit, Information importance, ELM 1. Introduction Technology is opening new horizon of success. Past decade shows that rapid increase in technology and greater flow of information via internet enables people to look for information and resources. The result of this rapid use of technology, job seekers are increasingly turning to the internet for searching the employment. According to a report of the Pew International and American Life Project (2002), approximately more than 4 million persons in United States use internet as source of job search. Corporate sector recognized the importance of technology and introduced online recruitment system in Pakistan. And currently more than 60% companies have adopted e-recruitment even online resume acceptability option. Mostly companies in Asia outsourced the recruitment to online recruiting firm such as rozee.pk, monstor.com, bayt.com, 26

2 mustakbil.com etc. There are several other options like newspapers and outsource recruitment agencies for recruitment but internet appeals more than any other source. It has been proved in many studies in past that online recruitment has linked with low costs as compared to other recruitment methods (Cappelli, 2001; Cober, Brown, Blumental, Doverspike, & Levy, 2000). According to an estimation of Maurer and Liu (2007) web-based recruitment saves cost up to 87% per new employee hired by an organization. Usually Public Sector Organizations is not using any online or web-based system for recruitment in Pakistan. Even in Pakistan where federal government including four provincial governments and have mechanism of local government that working under Provincial jurisdictions. There are many departments and organizations under the concept of Public Sector and under direct or indirect control of Government (Federal/Provincial/Local). Current study helps to find out the impact of delay in response of screening and selection process in the context of Public Sector especially in Pakistan. This paper presents an alternative use of technology in recruitment and selection process so the delay in the recruitment may be as less as possible. One main reason to choose this topic is that recruitment considered as one of the prime functions in organization. To look the concept of person-organization fit with reference to specificity of information and web recruitment is unique and helpful in the field of Human Resource Management. An emerging body of work has explored how job seekers react to e-recruitment materials and what factors influence a job seeker to use e-recruitment sites (Lin, 2010; Pfieffelmann, Wagner & Libkuman, 2010). According to the recent research on the recruitment, the web is increasing in use both as a source of applicants for organizations and as a job search tool for individuals seeking employment. It is also accepted in general that in government sector recruitment practices are very orthodox in comparison with private sector (Selden and Orenstein, 2011). 2. Literature Review 2.1 Information and attractiveness Past research has evidence that recruitment techniques affect on applicants' perceptions about the firm and their intentions to apply for job. For example, if the applicant has perception of organizational features regarding the compensation plans, succession planning and development of employees are positively correlates to applicant attraction to organization (Powell, 2006; Taylor & Bergmann, 2006). Literature also reveals that recruitment techniques have an effect on candidate's general view or beliefs of attraction to fit with organization (Kristof, 2006; Taylor & Bergmann, 2006). According to the researchers, the specific information of job and organization also affect on the applicants' perceptions (Barber & Roehling, 1993; Rynes & Miller, 1983). One group of researchers found that either no or relatively mixed effects in context of ad specificity or information in ad in recruitment process (Belt & Paolillo, 1982; Mason & Belt, 1986). Previous Literature has mixed results and has not sufficient theoretical support in studies. In this study, we support some theory regarding detailed/specific information about the job and organization and 27

3 then relate it with applicants' intention for applying job to organization. This thing can helps us to give the general understanding about the recruitment processes and it may also helpful for the effective recruitment through E-recruiting and in person-organization fit manners. Literature in marketing may help us to explore things in easy way because it tells us that how the information in advertisement affects the applicants' perception while applicant applies to organization. Theories from marketing research may be helpful to understand the effectiveness of ad information because marketing is main concerned with like marketing advertisements, job ad have also the same intentions to communicate information about the job and the organization to influence the applicant's perceptions regarding job and organization (Cable & Turban, 2001). In recruitment practices, theory regarding Elaboration Likelihood Model (ELM), which usually explored the different routes (central route & peripheral route) that use to enlighten how the advertisements affect on the perceptions of the consumers. The central route processes involve the information that a customer receives and develops cognition and attitude towards the product with his negative or positive attitude and thoughts, because unique and persuasive advertisement has an ability to improve the magnitude or direction of the information receiver's attitude or decision. Petty & Cacioppo (1996) found that central route processes advertisement develop and enhance the belief of customers about the product or company. The second route is peripheral route that builds perception of the individual in cues. People develop their belief to product or company because of credibility of the spokesperson and the quality of advertisement in which it presented (MacKenzie, Lutz, & Belch, 1986). This model may provide a depth about the recruitment ad, through which an organization can influence the applicant's perception. Companies has advertised post and generated employees databases through the web site recruitment. A study reveals that individual companies has attracted almost 10,000 job seekers through web-based recruitment and compiled a database against approximately 1,000 jobs (Cober et al., 2000). Companies has advertised post and generated employees databases through the web site recruitment. Another research shows that information for jobs (about the organization's culture, compensation system, training and development etc) on web sites positively related to attraction (Cober, Brown, Levy, Cober, & Keeping, 2003). 2.2 Information and person organization fit Present study focuses on ELM theory in context of job advertisement information specificity how applicants' attraction to organization. If we look in ELM theory in detail then we can find the influence on job seekers' perception about the attributes of organization, attractiveness in organization and person-organization fit. The content effects of the recruitment message has limited impact (Barber, 1998) similar literature also has some support in favor of that detailed information has more impact on the applicant perception and positive results as compare to non-specific detail (Pfieffelmann et al., 2010). In marketing the information about product is consider one of the prime factors to attract the customers. Regarding importance of information, the information processing theory (Bettman, 1979) says that when human beings receive the information they not only respond but also process that information accordingly. The theory points that human mind is just like a computer, which held accountable for analyzing the information. Information Process Theory (Bettman, 1979) explains acquiring information is necessary part for consumer to make choice for decision- 28

4 making. This thing shows that importance of information is necessary while candidates apply for job because they can make decision easily that whether they should apply or not for a particular organization (Roberson, Collins, & Oreg, 2005). Research has shown that specific message has strong influence on individuals' cognitive ability and their reactions. Petty & Cacioppo (1996) argue that specific message related to product having solid reason has strong favorable response as it build customers' perception about the product. 2.3 ELM Theory and Web-based recruitment ELM theory also supports the e-recruitment (web-based) because the applicant can get the detail information regarding the organization and the job profile. Websites also provide the career paths information that can attract the potential applicants to organization. According to the researchers that decision of job seekers regarding to job pursuance with a specific organization also depend on the quantity and information specificity about the organization and job in the recruitment advertisement (Barber, 1998; Barber & Roehling, 1993; Boswell, Roehling, LePine, & Moynihan, 2003; Highhouse, Lievens, & Sinar, 2003; Maurer, Howe, & Lee,1992). Third party recruiting web sites have the ability to make more efficient employees' selection that leads to low cost of recruitment in organization (Cober et al., 2003). Pfieffelmann, Wagner & Libkuman (2010) argue that if an organization uses its own web site for the recruitment purpose then a company can publish the detail information about the job and organization to attract the potential candidates who may prove good fit for the organization. Recent survey conducted by popular recruitment websites (rozee.pk & bayt.com) it is revealed that web-based recruitment tools are helpful and gaining the public confidence in staffing. Online recruitment is considered a cheaper source of employment for both organizations and job seekers' perspective. Web recruitment is cost savings method in which higher applicants yield (Pfreffelmann et al., 2010). According to Cober et al. (2000) web based recruitment gives the opportunity for organizations to minimize the recruitment cycle cost and also reduce the recruitment and selection cycle time by up to 25%. Research found that companies are saving 95% on recruitment those who shift their practices from traditional to web based (Cober et al., 2000). 2.4 Social comparison theory, job attraction and person organization fit According to the social comparison theory (Festinger, 1954) every individual has a drive to look outside images to evaluate their decisions and opinions in comparable manners with others. Individuals compare the images of others in this manner that what they think, decide, or need to be decided in comparable manners. When a person applies for a particular job then s/he always look to get maximum incentives (monetary or non-monetary) as compared to others in related field and social circle. And the attraction from the company may become more lucrative when the company has detail information on the website about the job and company so potential applicants may attract when he knows more about the job and company then he will compare his feature job with others. Dineen, Ash, & Noe (2002) conducted a research on the business students with two fictitious websites. Students are given an online questionnaire for assessing the person-organization fit with company. After completing the questionnaire, they go for another page for feedback provided by individuals regarding Person-Organization fit. The researchers controlled the feedback reports regarding person-organization fit that generated by candidates on low/high scale. Researchers also asked from the candidates that what they think about how well 29

5 they have done fit assessment and their attraction to the company. At the end, the result shows that the candidates with high feedback were more attracted to the organization as compared to the candidates with low person-organization fit. 3. Discussion/Managerial Implication Organization should have the website design in such a way that information is easily accessible for job seeker so persons who think they are qualified and fit with the organization may attract. Previous study shows that poor website design may reduce the potential employees attraction. It also affects the person-organization fit, in response to a job advertisement on a complex website resulted that only 26% job seekers found that job and applied (Nielsen, 2000). Similarly, research also found that when job seekers come on internet for job and found that website of company is complex or facing any difficulty to find the job, they deferred their intentions to apply and go for other web sites (Hoffman & Novak, 1996). Web sites developed by corporate sector are capable enough to attract potential applicants with feedback approach about Person- Organization fit (Pfieffelmann et al. 2010). This thing can give the organization a large pool of potential applicants that can be real asset for organization in future. Selecting the right person for organizations is the ultimate target for Recruitment and Selection because a right selected applicant and candidate with incompatible profile create the difference in organizational performance. Whereas, other things like cost of recruitment, organizational resources use by a employee after selection, time spent by an organization for recruitment of an applicant etc. also associated with this issue. Therefore, feedback approach regarding Person-Organization fit is compulsory to evaluate a right candidate against job. Roberson et al. (2005) found that specific information of advertisement influences the applicant perceptions about the organization and applicant reaction is positive if the advertisement is in detail. Web sites provide detail information regarding the job and organization. Pfieffelmann et al. (2010) argues that personorganization fit positively related with web site usability and web site creates attraction to organization. Web site has influence to create initial attractiveness to organization and job (Pfieffelmann et al., 2010). Web designing is also playing key role in e-recruiting because when an applicant comes on web site for applying job then the design of web site should easy and understand to applicant. Pfieffelmann, et al. (2010) found in their research that easy web navigation is key success factor in recruitment process. Employees working in HR departments especially on the desk of recruitment and selection should mainly concern with information while announcing the job. Because if he gives proper information in advertisement as ELM and information processes theory said then the organization can attract maximum and potential employees from which an organization assess the person-organization fit. 4. Limitation and Future Direction One of the limitations of this study is that this research is not empirically tested and purely based on theoretical framework. Researcher may go for future research in empirical testing of this research idea. This study has limited scope because low number of research studies has used. Future study may extend with a larger number of studies in literature. Web sites role discussed in this study is limited because study conducted by Pfieffelmann et al. (2010) on websites role is limited. Future research may conduct with mix variables like web site design and attraction and 30

6 person-organization fit in context of E-recruitment. Internet usage of applicant is also a limitation because we did not discuss the impact of internet usage. While we included a study of Pfiefflmann et al. (2010) in which few variables were tested in controlled environment. Future research may be checked the impact of internet usability with other variables like organizational attractiveness. 5. Conclusion We can draw conclusion in the light of above studies that job related and organization related information is necessary for attraction of potential applicants whereas, information about organization is important to influence the intentions of applicant that highlight the personorganization fit. According to the Pakistan s leading e-recruiting companies, they provide suitable candidates that nearly match against the job. E-recruitment is essential for almost every organization because it is not only cost effective but also a way to put complete information in good manners on website and able to attract job seekers. References Barber, A. E. (1998). Recruiting employees: Individual and organizational perspectives: Sage Publications, Inc. Barber, A. E., & Roehling, M. V. (1993). Job postings and the decision to interview: A verbal protocol analysis. Journal of Applied Psychology, 78(5), 845. Belt, J. A., & Paolillo, J. G. (1982). The influence of corporate image and specificity of candidate qualifications on response to recruitment advertisement. Journal of Management, 8(1), Bettman, J. R. (1979). An information processing theory of consumer choice. Boswell, W. R., Roehling, M. V., LePine, M. A., & Moynihan, L. M. (2003). Individual job choice decisions and the impact of job attributes and recruitment practices: A longitudinal field study. Human Resource Management, 42(1), Cable, D. M., & Turban, D. B. (2001). Establishing the dimensions, sources and value of job seekers' employer knowledge during recruitment. Research in personnel and human resources management, 20, Cappelli, P. (2001). On-line recruiting. Harvard Business Review, 79(3), Cober, R. T., Brown, D. J., Blumental, A. J., Doverspike, D., & Levy, P. (2000). The quest for the qualified job surfer: It's time the public sector catches the wave. Public Personnel Management, 29(4), Cober, R. T., Brown, D. J., Levy, P. E., Cober, A. B., & Keeping, L. M. (2003). Organizational web sites: Web site content and style as determinants of organizational attraction. International Journal of Selection and Assessment, 11(2 3),

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