The Instrumental‐Symbolic Framework: Organisational Image and Attractiveness of Potential Applicants and their Companions at a Job Fair

This study investigates perceptions of organisational image and attractiveness among 200 potential applicants for the Belgian Defense and the person (e.g. friend, parent) accompanying them to a job fair. The instrumental‐symbolic framework is applied to conceptualise the key dimensions of an organisation's image as an employer. The results indicate that instrumental image attributes predict perceived organisational attractiveness for both potential applicants (social activities, structure, and advancement opportunities) and their companions (educational opportunities). Moreover, consistent with the instrumental‐symbolic framework, symbolic image traits explain incremental variance in the attractiveness perceptions of potential applicants (sincerity, excitement, prestige, and ruggedness) as well as of companions (sincerity and ruggedness). Overall, instrumental and symbolic image predict attractiveness more strongly for potential applicants than for their companions, and potential applicants have a somewhat more positive view of the organisation. In addition, companions' perceived attractiveness positively predicts potential applicants' attractiveness beyond potential applicants' instrumental and symbolic image perceptions.