PROJECT 1

PERSONNEL RECRUITING 

Gregory M. Rose, Jeffrey J. Blodgett 
School of Business Administration, 
University of Mississippi 

Proposed Grant $97,632

Abstract:
This project will create a new, improved instrument for measuring personal values in a cross-cultural setting. Although other instruments have been developed for measuring values (Hofstede 1991), serious conceptual and methodological problems exist. This project will produce a values instrument specifically focused on values that are likely to influence behavior.

However, many of these values either overlap, producing an overly long measurement instrument, or are only tangentially related to behavior. Thus, our goal will be to produce an instrument that succinctly measures the most important, non-overlapping values, with particular emphasis placed on measuring values that vary across individuals that impact more specific attitudes and behaviors. 

Personnel recruiting in particular should be influenced by personal values. Television advertisements frequently invoke personal values in their messages. Values, such as achievement, belonging, adventure and excitement are frequently utilized to promote various products to younger individuals. The development of a revised values instrument would provide a starting point for segmenting the market for recruits. Specific value profiles could be produced and tied to specific attitudes that influence an individual’s propensity to enlist. Subsequent advertising messages could be constructed to appeal to various market segments, defined by their values, interests, and aspirations. Thus, a better understanding of cultural and personal values can increase the efficiency and effectiveness of personnel recruiting.