Web-based recruiting’s impact on organizational image and familiarity: too much of a good thing?

Abstract

Little is known about the efficacy of many of the newer forms of online recruitment. Using a quasi-experimental design, we tested the impact of individual exposure to corporate recruitment websites and Facebook on perceptions of organizational familiarity and organizational image over time. Most interestingly, we found evidence of a curvilinear or non-linear relationship between frequency of exposure to organizational communications and perceptions of organizational familiarity across time. Implications of our findings for HR theory and practice are discussed.