The determinants of job seekers' reputation perceptions

Although job seekers' reputation perceptions may be based on different factors than other constituents (e.g., investors, consumers), we know little about the antecedents of job seekers' reputation perceptions. The present study utilizes verbal protocol analysis to explore the factors that job seekers consider when evaluating employers' reputations. Results from this qualitative investigation are complemented and cross-validated with an experimental policy capturing study and a field study of recruiting organizations. Data from all three methodologies suggest that some factors affecting job seekers' reputation perceptions are quite different from factors that have been revealed in previous reputation research, which has focused primarily on executives. For example, results from the present study reveal that the type of industry in which a firm operates, the opportunities that a firm provides for employee development, and organizational culture affect job seekers' reputation perceptions. Copyright © 2000 John Wiley & Sons, Ltd.