Attracting Creative Talent: Effects of Intrinsic and Extrinsic Motivational Stimuli Creative Identity and Self-efficacy on Creative Workplace Perception and Likelihood to Apply

Janke Erna Kolb

Student thesis: Master thesis


To sustain creativity and innovation within a company, it is essential to attract the right creative talent. This study examined how potential applicants’ perception of a company can be influenced by means of manipulations on career websites. In particular, the paper aims to investigate whether the prevalence of different types of motivators on a company’s website influences a prospective candidate’s perception of the company’s creative ambition and, in turn, his or her intention to apply. In addition, the moderating effects of creative identity and creative self-efficacy are researched. An online experiment was conducted. The sample consisted of 66 respondents and showed the following results: Firstly, intrinsic motivational stimuli displayed on career websites led to an increase of creative workplace perception. Displaying extrinsic motivational stimuli resulted in a reversed effect. Secondly, this effect could be observed for stimuli in verbal and visual display forms, with the verbal display form driving the majority of the effect. Thirdly, creative identity was found to have a partially moderating effect on the relationship of creative workplace perception on the likelihood to apply. The study discusses possible determinants influencing and causing the results. The paper also contributes to the wider academic literature on creativity, motivational theory, employer branding and creative identity, by taking an outsider perspective in opposition to researching the employee within the organization.

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
Publication date2018
Number of pages106
SupervisorsBo Christensen