Application of Signaling Theory in Creating Organizational Attraction for Job Applicants: Explaining the role of Attitude and Identification of Applicant

Signaling theory, with economic origin, addresses information asymmetry between two sides and refers to the signs sent to moderate these information. This concept has recently entered the literature of human resource management and is employed in selection and recruitment. The purpose of this study is to apply this concept for creating organizational attractiveness for jobseekers. Therefore, the effect of signaling variable, consisting of signals at individual and organizational levels, on the attitudes of jobseekers as a mediating variable and its effect on jobseekers’ attractiveness are studied. The moderating role of organizational identity in the relationship between signaling and jobseekers’ attitudes are also investigated. This is an applied research in terms of purpose and a descriptive-survey one in terms of data collection method. The statistical population consists of all employees participating in the work exhibition in 2018. Structural equations modeling through partial least squares approach and Smart PLS2.6 software were employed for data analysis. The results signified that signals at personal and organizational levels significantly affected the attitude of the applicants toward organization. The effect of applicants’ attitudes on the attractiveness of the organization was also confirmed. The moderating role of organizational identity was significant in the relationship between signals at organizational level and employees' attitudes toward organizations; however, this variable did not significantly moderate the relationship between signals at individual level and the attitude of the applicants toward the organization.