Thought Process of a New Graduate Which Leads to Behavioral Intention to Apply for a Job Vacancy

Abstract

Due to inadequacy, there is a call for more research on the thought process of job seekers. This chapter argues that employers have to communicate their company's job-seeker value proposition to new graduates to create job-seeker perceived value in their minds. Job-seeker perceived value will lead to behavioral intention. Further, the chapter proposes that a company's job-seeker value proposition has a direct positive relationship with behavioral intention and the relationship is moderated positively by voluntariness and gender. The technology acceptance model and the unified theory of acceptance and use of technology (UTAUT) were used to develop arguments related to each relationship proposed in the conceptual framework. Marketing management literature was used to label both constructs: company's job-seeker value proposition and job-seeker perceived value; and the same is employed to complement the arguments borrowed from management information system. Theoretical contribution, practical contribution, limitations, and opportunities for future research are also discussed in the chapter.