Most of previous works focused on the relationship between organizational attractiveness as an employer and instrumental attributes of employer image. Potential job seekers were viewed as rational and alone decision makers. However, in addition to objective facts, potential job seekers consider other facts when they make a job decision such as emotional facts and perceived harmony with organization. Furthermore, potential job seekers hold a vague impression on a potential employer. Others¡¦ opinions of potential employers must be their crucial information sources and they may change decision because of others¡¦ opinion. The study add symbolic meaning construct to employer image and research the relationship between it and organizational attractiveness as an employer and found it is significant related to organizational attractiveness as an employer. The mediated effect of the similarity between potential job seekers¡¦ personality and organizations¡¦ personality and others¡¦ opinions are considered here. Both of them don¡¦t significant mediated the relationship between employer image and organizational attractiveness as an employer.

In today’s competitive labor markets, successfully recruiting a large pool of skilled and qualified job applicants is a prime concern of many organizations. In Study 1, I focused on how organizations can successfully employ four traditional recruitment practices (sponsorships, job fair activities, word-of mouth endorsements and corporate advertisements) simultaneously to disseminate information about their positive recruitment brand images to job seekers to enhance organizational attraction. The results which supported all my hypotheses indicated that, communication of an organization’s brand images to job seekers through the simultaneous use of these four traditional recruitment practices can indeed influence job seekers’ positive perceptions of an organization and result in enhanced organizational attraction. In Study 2, which was built on findings in Study1, I theorized that social media may have become a prominent source of information for job seekers. In this study, I predicted that job seekers’ use of four social media platforms (Facebook, Twitter, You Tube and LinkedIn) in job search will explain incremental variance in organizational attraction over the use of traditional recruitment methods. I also predicted that job seekers’ utilization of social media in job search will be positively related to organizational attraction through enhanced perceptions of instrumental and symbolic attributes. Surveys for both studies were posted on and data collected from Amazon Mechanical Turk. Results from the second study were mixed; but the results confirm findings from prior research, which showed that the instrumental-symbolic framework can be used to predict potential job seekers’ perceptions of organizational attractiveness. Overall, results in the two studies reveal that organizations can better enhance recruitment by using a combination of social media and traditional recruitment methods to attract potential job seekers. / Business Administration/Human Resource Management