Signalling to young knowledge workers through architecture? A conjoint analysis

In this article, we examine corporate architecture as an effective signal to knowledge workers in the recruiting process. Two types of corporate architecture that are common in the knowledge economy are distinguished: traditional functionalist and new functionalist architecture. New functionalist architecture combines a flat, transparent facade with semi-open office layouts including areas for social interaction. Holistically these functional elements signal and symbolize a non-bureaucratic, non-hierarchical organization. A conjoint analysis provides a first attempt to quantify how much students care for new functionalist architecture. Students’ stated preferences imply that they would forgo on average 10% of their starting salary in order to work in the new functionalist rather than the traditional functionalist workplace. The magnitude of this effect supports the view that architecture matters for job choice. Limitations of our study and directions for future research are discussed. </jats:p