Rynes and Cable (2003) identified three reasons why a positive organizational image
or reputation might influence prospective candidates to apply: (l) People seek to associate
themselves with organizations that enhance their self-esteem. Job seekers might pursue high reputation
companies to bask in such organizations' reflected glory or to avoid negative
outcomes associated with working for an employer with a poor image (Ashforth & Kreiner,
L999). (2) A positive reputation may signal that an organization is likely to provide other desirable
attributes, such as high pay and strong opportunities for career growth and development.
(3) A positive reputation may make applicants more receptive to whatever information an
organization provides (Barber, 1998).