TARGETED RECRUITING THROUGH ONLINE JOB POSTINGS: EFFECTS OF ETHNICITY, MESSAGE CONTENT, AND EMPLOYEE TESTIMONIALS
RAND, ANDREW MACLEOD
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Ethnic disparities in employment outcomes are a major concern for contemporary employers. As recruitment influences who applies and is selected for employment, strategies supporting minority hiring may be beneficial. Interested in further understanding targeted recruitment, the current study developed webpages and employee testimonials aimed at attracting diverse and conscientious applicants. Results suggested employee testimonials enhance perceptions of credibility and organizational attraction. Further, partial support was found for targeted messaging increasing organizational attraction for highly conscientious participants in comparison to lower conscientious participants. This result was only discovered for White participants viewing a webpage without a testimonial and a Black employee present. Targeted recruitment efforts also reduced adverse impact within a simulated hiring decision. Study implications, limitations, and directions for future research are discussed.