Interviews were conducted based on a theory derived interview guide in a semistructured format as recommended by (Lee 1999). During the interviews, respondents were asked to discuss the following topic areas: 1) previous experiences with employers and future career planning; 2) process of employer image creation; and 3) employment selection criteria. Following the recommendation of Patton (1990), respondents were not given predetermined categories of responses or topics to be covered. This minimises interviewer bias and maximises information regarding the empirical relevance of the constructs included in the study.