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Restoring employer image after a crisis

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dc.contributor.authorSteiner, Zachary J., author
dc.contributor.authorByrne, Zinta S., advisor
dc.contributor.authorGibbons, Alyssa, committee member
dc.contributor.authorGingerich, Karla, committee member
dc.contributor.authorPlaisance, Patrick, committee member
dc.date.accessioned2007-01-03T08:10:32Z
dc.date.available2007-01-03T08:10:32Z
dc.date.issued2012
dc.description.abstractOrganizational image is a key predictor of employee recruitment variables, such as attraction to a company, intentions to pursue employment, and pursuit behavior. A company's image can suffer when faced with negative events or crisis. I applied image restoration theory from the crisis communication literature to explore the process by which a company's image can be restored post-crisis for job seekers. I also applied insights from research on the psychology of apologies to understand the mechanism by which a company's image changes in the context of image restoration. I employed a repeated measures 2 x 3 factorial experimental design. Time 1 information was either negative or neutral about a company. Time 2 information was one of two forms of image restoration (reduce offensiveness and corrective action) or neutral information about the same company. The study also examined a chain of recruitment outcomes from image to attraction, to intentions to pursue a job opportunity. As predicted, results suggest that participants who initially viewed negative information had lower image ratings than those who viewed neutral information at time 1. Those who initially viewed negative information at time 1 showed improvements in image perceptions at time 2 in response to new information, as hypothesized. However, at time 2 there were no differences in participants who were exposed to the image restoration as compared to the neutral information, contrary to predictions. Attraction fully mediated the relationship between image and intentions to purse a job opportunity, as hypothesized. This study provided an initial test of image restoration theory in a recruitment context. Though there were no observed differences between the two types of image restoration and neutral information conditions, all three conditions showed improvements in image perceptions at time 2. Results of the study suggest that the mere absence of negative information may serve as an image recovery mechanism for job seekers; hence, actual efforts to construct the message to include image restoration content that will restore image after a crisis event may not be necessary.
dc.format.mediumborn digital
dc.format.mediumdoctoral dissertations
dc.identifierSteiner_colostate_0053A_11143.pdf
dc.identifierETDF2012400309PSYC
dc.identifier.urihttp://hdl.handle.net/10217/67951
dc.languageEnglish
dc.language.isoeng
dc.publisherColorado State University. Libraries
dc.relation.ispartof2000-2019
dc.rightsCopyright and other restrictions may apply. User is responsible for compliance with all applicable laws. For information about copyright law, please see https://libguides.colostate.edu/copyright.
dc.subjectcrisis communication
dc.subjectrecruitment
dc.subjectorganizational image
dc.subjectemployer image
dc.titleRestoring employer image after a crisis
dc.typeText
dcterms.rights.dplaThis Item is protected by copyright and/or related rights (https://rightsstatements.org/vocab/InC/1.0/). You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).
thesis.degree.disciplinePsychology
thesis.degree.grantorColorado State University
thesis.degree.levelDoctoral
thesis.degree.nameDoctor of Philosophy (Ph.D.)

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