The Effects Of Campus Recruitment-Related Practices

The knowledge economy brought the concept of employer brand, which is becoming a hot focus in business along with the increasingly fierce war for talent. Nowadays, campus recruitment is one of the most important approaches for companies to fight for talent. How to build up employer brand in the university and attract excellent graduating students is now a problem encountered with companies.The study based on literatures on the brand equity to identify how four kinds of campus recruitment-related practices (publicity, sponsorship, employee endorsement and advertising) are related to job seekers’application behaviors through three aspects of job seekers’employer knowledge (employer familiarity, employer reputation and job information-based employer brand image).This study based on theoretical analysis and empirical research. In this paper, I draw on research from the literatures on marketing and recruitment to choose the variables and their correspondent measures and postulate some hypothesises. The data needed for empirical research came from a survey to the graduating students from three universities in Shanghai. Factor Analysis and Structure Equation Modeling were used to deal with the collected data.The findings of this study suggested that publicity and sponsorship may only affect application intention and decision of graduating students through their perception of employer familiarity and employer reputation, because their relationship with the perception of employer brand image was not effective. In addition, employee endorsement may affect application intention and decision of graduating students through all three dimensions of their perception of employer knowledge and its impact on all these three dimensions was stronger than the above two practices. Unexpectedly, although recruitment advertisement had strong relationship with the other two dimensions of employer knowledge, its relationship with the perception of employer reputation was not effective, which suggested that advertising would not affect the application intention and decision of the graduating students through employer reputation.