Word of mouth as a recruitment source: an integrative model

Despite the social realities of job seeking, few studies have addressed how and why employment information received by other people affects organizational attraction. This chapter first discusses the characteristics of word-of-mouth as a recruitment source and then provides a systematic review of its determinants and outcomes studied in previous research. An integrative model of word-of-mouth is developed that synthesizes prior research findings and highlights key directions for future research. This model proposes that characteristics of the recipient (e.g., personality), source (e.g., expertise), and organization (e.g., employer brand) can determine the use of word-of-mouth as a recruitment source as well as moderate its effects. The model further suggests that word-of-mouth affects both individual job search outcomes and organizational pre-hire and post-hire recruitment outcomes. The accessibility-diagnosticity model and the source credibility framework are discussed as theoretical perspectives explaining these effects. Finally, several strategies are discussed that organizations can implement for managing word-of-mouth.