To examine how co-op programs can create value for students and employers, this study examined whether work-integrated learning (WIL) job seekers are more attracted to jobs that signal a student-oriented opportunity than to those that do not. Participants viewed three job advertisements: (1) a standard advertisement; (2) an advertisement where the employer promised to create a high quality experience; (3) an advertisement with the same employer promise, that also outlined a plan of how to achieve quality experiences.

The most well-received advertisements were those that included both a promise of a high-quality experience and a plan of how to achieve this experience. Therefore, employers’ recruitment efforts may be aided by including not only a promise of value, but a plan for execution in their job advertisements.