Effects of Recruitment Ad Content on Intentions to Apply for the Job: A Study on University Students

In today’s competitive world, companies are fighting not only in the customer market but also in the employee market. companies are striving to attract and retain talented employees. recruitment advertisements play an important role in attracting talented employees during the recruitment process. effectively prepared recruitment ads can inform potential employees about job posts and convince them to apply for the job. this study investigates the effects of ad informativeness, ad truthfulness, appropriateness and attitude toward the ad on the intentions to apply for advertised job. a field study on university students revealed that ad informativeness, appropriateness and attitude toward the ad positively influence the intentions to apply for the advertised job, while ad truthfulness does not exert a significant effect on the intentions after discussing the findings in detail, theoretical and managerial implications are provided.