To Be Yourself or to Be Your Ideal Self?

Abstract

Abstract. Recruitment research on person–organization fit has typically focused on organizations’ fit with potential applicants’ actual self, not considering other possible self-images. Based on image congruity theory, we investigate how actual and ideal self-congruity relate to application intentions and intentions to spread word-of-mouth. In a first study, conducted in Belgium, actual and ideal self-congruity related positively to both outcomes. The relation with application intentions was equally positive for actual and ideal self-congruity. Ideal self-congruity showed a stronger positive relation with word-of-mouth intentions. A second study replicated these findings in the United States and tested for social adjustment concern (need to impress others) as a moderator. As social adjustment concern increased, relations of both outcomes with ideal (actual) self-congruity were stronger (weaker).