South Asian Journal of Management

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Recruitment Advertising and Corporate Image:Interface Between Marketing and Human Resources


Affiliations
1 Indian Institute of Management, Lucknow 226013, India
2 Robert H Smith School of Business, University of Maryland, College Park, MD, United States
     

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Corporate image is a function of many variables and recruitment advertising may be one of them. The imagery and language contained in recruitment advertisements may provide indicators to the corporate image of the organization. This paper examines the literature on recruitment advertising and analyzes 116 advertisements in a popular Indian newspaper. The paper provides an insight into the interface between marketing and human resources by looking at recruitment advertising and its effect on corporate image.
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  • Recruitment Advertising and Corporate Image:Interface Between Marketing and Human Resources

Abstract Views: 172  |  PDF Views: 0

Authors

Himanshu Rai
Indian Institute of Management, Lucknow 226013, India
Jaya Kothari
Robert H Smith School of Business, University of Maryland, College Park, MD, United States

Abstract


Corporate image is a function of many variables and recruitment advertising may be one of them. The imagery and language contained in recruitment advertisements may provide indicators to the corporate image of the organization. This paper examines the literature on recruitment advertising and analyzes 116 advertisements in a popular Indian newspaper. The paper provides an insight into the interface between marketing and human resources by looking at recruitment advertising and its effect on corporate image.