An Empirical Analysis to Identify Effective Recruitment Source Mix Using Conjoint Analysis


  • V. Sharma Department of Human Resources, Jaypee Business School, JIITU, Noida - 201 307, India
  • M. Shakeel Department of Economics, Jaypee Business School, JIITU, Noida - 201 307, India,



Source Mix, Conjoint Analysis, Orthogonal Design, Preference, Indian Industry, HR Specialists


The study investigates the preference behavior of the HR Specialists to identify an effective ‘Source Mix’ for recruitment. The research was carried out for different Indian Industry sectors using Conjoint Analysis employing orthogonal design questionnaire. 1091 completed questionnaires were used for the analysis. One of the major findings depicts Print Media as the most preferred source, even in this era of information technology; while Employee Referrals as the least preferred source of recruitment across all Industry-sectors. Interestingly within his factor, Academic journals are most preferred source of recruitment whereas newspapers as the least preferred. Based on the individual preferences different ideal source mix were identified for the industries studied. The findings have implications for both recruiting practices and human resource research.


Anonymous, (2006), “Employee Referrals Help Employers Tap Top Talent”, Office Solutions, Vol.23, No. 5, pp. 8.

Barber, A.E., (1998), “Recruiting Employees: Individual and Organizational Perspective”, Sage Publications, Thousand Oaks, CA.

Bolles, R.N., (2001), “What Color Is Your Parachute?”, Ten Speed Press, Berkeley, CA.

Breaugh, J.A., (1992), “Recruitment: Science and Practice”, Boston:PWS-Kent.

Brian, K., (2010), “Problems with Employee Referrals,” Canadian HR Reporter, Vol.23, No.17, 2001.

Carlson, K. D., Connerley, M. L., & Mecham, R. L., (2002), “Recruitment Evaluation: The Case for Assessing the Quality of Applicants Attracted”, Personnel Psychology, Vol.55, pp.461–490.

Cheese, P., Thomas, R.J. and Craig, E., (2007), “The Talent Powered Organization: Strategies for Globalization”, Talent Management and High Performance, Kogan Page, London.

Cober, R.T., Brown, D.J., Blumental, A.J., and Levy, P.E., (2001), “What do the “Best Companies” do? A Qualitative Analysis of Internet Recruiting Practices”, In S. Highhouse (Chair), New approaches to research on job search and job choice. Symposium presented at the 16th Annual Conference of the Society for Industrial and Organizational Psychology, San Diego, CA.

Czinkota, M.R., Ronkainen, I.A., Moffett, M.H., (2010), “Human Resource Management”, International Business, (India Edition), Cengage Learning, New Delhi, 627.

David, S., Anna, H., (2002), “Generation Y as Hospitality Employees: Framing a Research Agenda”, Journal of Hospitality and Tourism Management.

DeCenzo, D.A., and Robbins, S.P., (2005), Fundamentals of Human Resource Management, (8th edition), John Wiley & Sons, Singapore, pp. 155-6.

Dessler, G., (2005), Human Resource Management, (10th edition), Prentice Hall of India Pvt Ltd, New Delhi, 175. 13. Feldman, D., and Klaas, B.S., (2002), “Internet Job Hunting: A Field Study of Applicant Experiences with On-line Recruiting”, Human Resource Management, Vol.41, No.2, pp.175-92.

Gannon, M. J., (1971), “Source of Referral and Employee Turnover”, Journal of Applied Psychology, Vol. 55, pp. 226−228.

Gorter, C., Nijkamp, P., and Rietveld, P., (1993), “Employers’ Recruitment Behaviour and Vacancy Duration: An Empirical Analysis of the Dutch Labour Market”, Paper presented in Pacific Regional Science Conference Organization, Whistler, Alberta, Canada.

Gorter, C., Van Ommeren, J., (1994), “Sequencing, Timing and Filling Rates of Recruitment Channels”, Warsaw.

Gueutal, H.G., and Stone, D.L., (Eds), (2005), “The Brave New World of e-HR: Human Resources Management in the Digital Age”, Jossey- Bass, San Francisco, CA.

Haroon, Muhammad, (2010), “Determination of Relative Effective Recruitment Sources. A Case Based On Experience of Pakistani Banks”, Interdisciplinary Journal of Contemporary Research in Business, Vol. 1, No.11.

Harrington, A., (2002), “Can anyone Build a Better Monster?” Fortune, Vol. 145, pp. 189-192.

Henkens, K., Remery, C., and Schippers, J., (2005), “Recruiting Personnel in a Tight Labour Market: An Analysis of Employers’ Behaviour”, International Journal of Manpower, Vol. 26, No.5, pp. 421-433.

Karatepe, O.M., & Baddar, L., (2006), “An Empirical Study of the Selected Consequences of Frontline Employees’ Work-Family Conflict and Family Work Conflict”, Tourism Management, Vol. 27, No. 5, pp. 1017-1028.

Karatepe, O.M., & Kilie, H., (2007), “Relationships of Supervisor Support and Conflicts in the Work-Family Interface and the Selected Job Outcomes of Frontline Employees”, Tourism Management, Vol. 28, No.1, pp. 238-252.

Keith, S., (1999), “Maximizing Employee Referrals” HR Focus, Vol. 76, No.1.

Kristin, G., (2001), “Lessons Employee Referrals”, Credit Union Management, Vol. 24, No. 12.

Labour Turnover in International Hospitality and Tourism. In N. D’Annunzio-Green, G.A. Maxwell & S. Watson (Eds.), Human Resource Management: International Perspectives In Hospitality And Tourism (pp. 51-63), London: Continuum.

Mathis, R.L., and Jackson, J.H., (2003), “Human Resource Management”, (10th edition), Thomson South-Western, Singapore, pp. 217-19.

McConnel, B., (2002), “Companies Lure Job Seekers in New Ways: Corporate Web Sites Snare Applicants Online”, HR News, pp. 1-12.

Phaedra, B., (2012), “Social Media and Referrals are Best Sources for Talent”, T + D, Vol. 66, No.1, pp.24.

Rafaeli, A., Hadomi, O., & Simons, T., (2005), “Recruiting Through Advertising or Employee Referrals: Costs, Yields, and the Effects of Geographic Focus”, European Journal of Work and Organizational Psychology, Vol. 14, pp. 355−366.

Redman, T., and Mathews, B.P., (1995), “Trends in Recruitment: A Ten-Year Retrospective View”, The International Journal of Career Management, Vol. 7, No. 2, pp. 10-16.

Russo, G., Rietveld, P., Nijkamo, P., and Gorter, C., (1995), “Issues in Recruitment Strategies: An Economic Perspective”, The International Journal of Career Management, Vol. 7, No. 3, pp. 3-13.

Saks, A.M. and Ashforth, B.E., (1997), “A Longitudinal Investigation of the Relationships between Job Information Sources, Applicant Perceptions of Fit, and Work Outcomes”, Personnel Psychology, Vol. 50, No. 2, pp. 395-426.

Ted, M., (2002), “Are Black Workers Missing the Connection? The Effect of Spatial Distance and Employee Referrals” Demography, Vol. 39, No. 3, pp. 507.

Would you hire him? false Human Resources (Oct 2007): Copyright Haymarket Business PublicationsLtd.Oct2007http://search.proquest. com/docview/228257009?accountid=136238. in-india/




How to Cite

Sharma, V., & Shakeel, M. (2012). An Empirical Analysis to Identify Effective Recruitment Source Mix Using Conjoint Analysis. Asian Journal of Managerial Science, 1(2), 50–60.