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EMAC 2020 Regional Conference

Students’ career decision-making self-efficacy: Lessons for recruitment marketing in different cultures

Published: September 16, 2020


Andreas Zehetner, University of Applied Sciences Upper Austria; Daniela Zehetner , Simon Kuznets Kharkiv National Univerisity of Economics ; Tetyana Lepeyko, Simon Kuznets Kharkiv National University of Economics


cross-cultural marketing; recruitment marketing; career decision-making self-efficacy


Little is known about recruiting across cultures. Understanding students’ career-decision making motives helps recruiters to align marketing activities with expectations of their fu-ture employees. Career-decision-making self-efficacy of students Austria and Ukraine is analysed with EI and academic performance as variables. Students from an individualistic, low power distance, low uncertainty avoidance culture rank higher in planning their career than students from a collectivistic, high-power distance, high uncertainty avoidance culture. EI has positive effects on CDSE with larger effects in Austria. Academic performance has positive effects on CDSE in Ukraine. Implications for recruitment marketing are discussed.