Changing job seekers' image perceptions during recruitment visits: The moderating role of belief confidence

The purpose of this study was to understand how an important construct in social psychology-confidence in one's beliefs-could both (a) influence the effectiveness of organizations' recruiting processes and (b) be changed during recruitment. Using a sample of recruits to a branch of the United States military, the authors studied belief confidence before and after recruits' formal visits to the organization's recruiting stations. Personal sources of information had a stronger influence on recruits' belief confidence than impersonal sources. Moreover, recruits' confidence in their initial beliefs affected how perceptions of the recruiter changed their employer images. Among participants with low-initial confidence, the relation between recruitment experiences and employer images was positive and linear across the whole range of recruitment experiences. Among recruits with high-initial confidence, however, the recruitment experience-image relationship was curvilinear, such that recruitment experiences were related to images only at more positive recruitment experiences. The relationship between recruitment experiences and changes in belief confidence was also curvilinear, such that only more positive recruitment experiences led to changes in confidence. These results indicate not only that belief confidence influences the effectiveness of recruiting efforts but also that recruiting efforts can influence belief confidence.