Does information source interact with information content and valence in influencing employer attractiveness and job pursuit intention?

PurposeWhile the information source is likely to affect job search process, it is still unknown how the information source interacts with the information content and information valence. In this study, first, the authors examine the influence of information source, information content, and information valence on employer attractiveness and job pursuit intention; and second, the authors estimate the interaction of information source with content and valence of information on employer attractiveness and job pursuit intention.Design/methodology/approachThe authors adopted a 2 (information source: company-independent vs company-dependent) x 2 (information content: instrumental vs symbolic) x 2 (information valence: positive vs negative) between-subject factorial design to achieve the study’s research objectives, using a sample of 240 job applicants; and applied multivariate analysis of covariance for estimating the main and interaction effects.FindingsThe authors find a significant interaction of information source with the content and valence of information, indicating a differential effect of content and valence, depending on the information source. The study reveals that the effect of information content (i.e. symbolic vs instrumental) on employer attractiveness varies depending on the source of information (i.e. company-independent vs company-dependent), with the company-independent source having a higher effect than the company-dependent source.Practical implicationsConsidering that the information source has a differential effect on job seekers, it would be useful to account for such differences in designing recruitment communications. Results guide managers in deciding the appropriate recruitment information outlet for communicating symbolic and instrumental attributes. The use of symbolic attribute content is recommended for generating favourable evaluations about an employer.Originality/valueThis study is a novel attempt to examine on how information source interacts with information content type and information valence in influencing recruitment outcomes. The authors provide valuable insights to human resource managers or employer brand managers to design effective recruitment communications and leverage the company-independent information sources appropriately.