Staff Word-of-Mouth (SWOM) and retail employee recruitment

Researchers and employers have largely neglected the wider influence of Staff Word-of-Mouth (SWOM), whereas employee referral programs are an established form of recruitment. This paper positions SWOM as a specific form of WOM, communicated by present and former employees, which can influence potential applicants at the prerecruitment stage. Scenario-based Study 1, with retail employees/applicants, shows differential effects on organizational attractiveness of SWOM with positive versus negative messages and tangible versus intangible information, if obtained from strong versus weak social ties.In Study 2, a survey of retail prehires demonstrates mediation and moderation effects on organizational attractiveness of job-seekers’ precommitment, fit perceptions with the retailer, and mentoring/aspirational ties. Retailers are urged to develop the potential of SWOM through improved understanding, responding, motivating, and keeping employees informed. The study establishes a conceptual foundation to encourage further research into SWOM as a communication channel and a means to influence precommitment of prospective employees.

Figure optionsDownload as PowerPoint slideHighlights
► Staff Word-of-Mouth (SWOM) is a neglected process in attracting retail applicants.
► SWOM types, valences, and sources influence organizational attractiveness (OA).
► Effect of credibility is stronger for search than experience or credence items.
► Desire for job, perception of fit, and SWOM source affect these influences on OA.
► We suggest steps for SWOM strategies to assist with cost-effective recruitment.