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In: Social Issues

Submitted By heily
Words 1949
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African Journal of Business Management Vol. 4(15), pp. 3315-3320, 4 November, 2010 Available online at ISSN 1993-8233 ©2010 Academic Journals

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The impact of information specificity in recruitment advertisements on the application pursuit process in Pakistan
Farida Saleem
Institute of Engineering and Management Sciences, Foundation University Rawalpindi, Islamabad, Pakistan. E-mail:
Accepted 22 September, 2010

Recruitment ads play a very important role in generating pool of applications. The aim of all recruitment ads is to attract as many as possible applications for generating hiring options. This study investigates the impact of specificity of information on application pursuing process. Four recruitment ads were used (two general ads and two specific ads) to check their impacts on application pursuing process. The results showed that three variables including ad information, ad appropriateness and ad truthfulness have significant differences for specific job ads and general job ads, while application pursuing process is generally the same for both specific and general job ads. Key words: Specific recruitment ads, general recruitment ads, application pursuing process. INTRODUCTION Marketing is a communication of something which is specifically directed to some one. The target audience of any marketing activity can be its customers, competitors, employees or even potential employees, these communications can be in a direct form like marketing of a new or existing product by a company or it can be in an indirect form such as recruitment advertisements (Ryan et al., 2000). As the major aim of marketers is to analyze consumer motivations, their needs, wants and demands and then provide range of products to satisfy those needs wants and demands. Similarly, human…...

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