bookmark us

click me to order your dissertation
UK Dissertation Guarantees

Free Dissertations - Marketing Dissertations

Buda And Charnov (2003, P. 285) Are Particularly Concerned About The Nature ...


Buda and Charnov (2003, p. 285) are particularly concerned about the nature of the messenger in the WOM recruitment process, believing the messenger is in a position to yield a positive or negative communication, based not only on what they say but how they present the message. Buda and Charnov (2003, p. 286) studied 200 participants in a study to assess the differences in cognition between the messenger and the receiver that might, in and of themselves, account for a difference in message reception. The effects of the communicator are well documented in the literature. Buda and Charnov (2003, p. 288) tell us that when the messenger is seen as credible, the greater strength is placed on the message compared to when the messenger is seen as having little or no credibility, when the message is automatically discounted.
Connerley (1997, p. 260) studied 216 recruiters and 1571 of their associated applicants to assess interpersonal effectiveness and found that those recruiters who are more personable and more enthusiastic are considered more trustworthy and likeable by applicants. This is tremendously important when recruiters are using WOM and trustworthiness is associated with message reliability.
When WOM is used
WOM can be used to alter positive or negative perceptions. For example, Buttell (1998, p. 14) comments that when reliability is associated with the message source, the message was nine times as effective as print advertising.
The Department for Words and Pensions (2007) surveyed 3,682 employers of low-skilled positions and found these individuals are more likely to post ads in local papers with the use of WOM as their second most likely avenue of recruitment. According to the Department for Works and Pensions (2007) low-skilled labour accounts for over 30 percent of all vacancies. For hourly employees, Loudin (1999, p. 26) believes WOM is the optimal recruitment methodology. Loudin (1999, p. 26) states that various types of positions require different approaches to recruitment, for example salaried employees, where networking is an excellent recruitment method.
In an intelligence report from SEEK Ltd. (2006), 64 percent of respondents claimed they looked for their job via a combination of professional WOM through direct referral and from WOM through friends and family.
Thayer (2003) reports that especially in situations where language is a potential barrier for other methods of recruiting, WOM is an excellent source, especially if the message is delivered by someone who is multilingual. Thayer (2003) also commented this allows employers to choose candidates who are backed by personal recommendation. Similarly, as Fields (2003, p.

Please note: The above dissertation snippet was written by a student and then submitted to us to display and help others. Thanks to all the students who have submitted their work to us.