Got image? Examining organizational image in web recruitment

Purpose – This study aims to investigate whether organizational image: mediates the relationship between web site attributes and organizational attraction and moderates the relationship between person‐job (P‐J) fit and organizational attraction. Design/methodology/approach – A total of 320 observations were collected from 80 senior‐level undergraduates, each half navigating a different set of four actual organizational web sites. Findings – Organizational image was found to fully mediate the relationship between a web site's aesthetic features and organizational attraction; and moderate the relationship between P‐J fit perceptions and organizational attraction such that the change in organizational attraction was more sensitive to perceptions of P‐J fit when organizational image perceptions were more unfavorable rather than favorable. In addition, intercept differences revealed that individuals with below average P‐J fit were more attracted to organizations having a favorable image than an unfavorable image. Practical implications – Findings underscore the importance of the positive relationship between organizational image and organizational attraction. In addition, organizations should assess applicant reactions to their web page, as it relates to perceptions and attitudes toward the organization. Originality/value – This study integrates the web environment with two of the strongest antecedents to organizational attraction, organizational image and perceived P‐J fit.