Organizational Recruiting as Marketing Management: An Interdisciplinary Study of Engineering Graduates

With the intent of encouraging interdisciplinary research, this study applies principles, theories, and practices of marketing management to examine engineering recruitment as a process of “job marketing.” Six hypotheses concerning campus recruiters and strategic recruiting issues were proposed and investigated through a national survey of 242 graduating engineers representing five engineering fields. Survey responses revealed that both overall satisfaction with recruiting processes and likelihood of job acceptance were significantly related to recruiter interpersonal skills and interview information provided about compensation/benefits, job/career, and security/success issues. Further, student satisfaction with recruiting processes was significantly related to recruiter/job applicant similarity in gender and educational characteristics. Contrary to conventional inferences of recruiting research, students did not respond more favorably to line management or engineering recruiters than to personnel representatives. Implications of these findings are identified and discussed in terms of both the marketing and management literatures.