Recruitment on the Net: How Do Organizational Web Site Characteristics Influence Applicant Attraction?

The use of organizational web sites for recruitment has become increasingly common. Despite their widespread growth, however, little is known about how these web sites influence recruitment outcomes. In the current paper, we present a model that explicates how job seekers interact with and respond to web site characteristics to predict various job seeker attitudes and behaviors. We suggest that job seekers are initially affected by the facade of a web site, comprised of the web site’s aesthetic and playfulness features. Coupled with system features of the web site, these initial affective reactions then influence perceptions of the usability of the web site. Perceptions of usability and affective reactions work through two key mediating constructs, job seeker search behavior and web site attitude, to ultimately predict applicant attraction. Throughout the paper we present a series of testable propositions that should serve to guide future research.