Who's Watching the Race? Racial Salience in Recruitment Advertising¹

A recent finding (Thomas & Wise, 1999) suggested that the race of organizational representatives may be more important to minority applicants than to White applicants. Consequently, this study empirically examines the impact of race in recruitment advertising on applicant attraction. Participants ( N = 194) were recruited in 3 field settings and were exposed to recruitment literature varying the race of a depicted organizational representative. Results indicate that Black and Hispanic participants were more attracted when minority representatives were depicted; White participants' reactions were unaffected by representative race. Moreover, the extent to which participants believed themselves to be similar to the representative fully mediated the effect for minority participants.