Reality Check: The Impact of Image Authenticity in Online Recruitment

The use of visual elements on organizational websites plays a critical role in shaping applicants' perceptions and intentions. This study examines the impact of types of website images on applicants' perceptions of organizational authenticity, perceived organizational value of diversity, organizational attractiveness, and job-pursuit intentions. A between-subjects experimental design was used. Participants (n = 88) were randomly assigned to view one of three photo conditions (i.e., authentic images, stock images, and AI-generated images) on a mock organizational careers page. Data were collected using an online Qualtrics survey and adults with work experience were recruited as participants through Prolific. Results indicated that image type significantly influenced participants’ perceptions of organizational authenticity, organizational attractiveness, and job-pursuit intentions. Specifically, participants who viewed authentic photos rated organizational authenticity, organizational attractiveness, and job-pursuit intentions higher than those who viewed stock or AI-generated images. No significant differences were found for perceived organizational value of diversity, likely due to consistent representation of diverse individuals across all conditions. This study contributes to the literature on employer branding and talent acquisition by highlighting the importance of strategic visual communication in online recruiting materials. The findings offer practical implications for organizations aiming to enhance their employer branding and attract talent through visual images on their websites.<p></p>