Social Media Recruitment: Communication Characteristics and Sought Gratifications

Frontiers in Psychology
Marieke CarpentierQingxiong Weng

Abstract

This study examines how social media pages can be used to influence potential applicants' attraction. Based on the uses and gratifications theory, this study examines whether organizations can manipulate the communication characteristics informativeness and social presence on their social media page to positively affect organizational attractiveness. Moreover, we examine whether job applicants' sought gratifications on social media influence these effects. A 2 × 2 between-subjects experimental design is used. The findings show that organizations can manipulate informativeness and social presence on their social media. The effect of manipulated informativeness on organizational attractiveness depends on the level of manipulated social presence. When social presence was high, informativeness positively affected organizational attractiveness. This positive effect was found regardless of participants' sought utilitarian gratification. Social presence had no significant main effect on organizational attractiveness. There was some evidence that the effect of social presence differed for different levels of social gratification.

References

Oct 1, 2003·The Journal of Applied Psychology·Philip M PodsakoffNathan P Podsakoff
Apr 22, 2008·Cyberpsychology & Behavior : the Impact of the Internet, Multimedia and Virtual Reality on Behavior and Society·John Raacke, Jennifer Bonds-Raacke
Nov 6, 2012·Annual Review of Psychology·James A Breaugh
Jun 9, 2015·The Journal of Applied Psychology·Lynn A McFarland, Robert E Ployhart
Jan 27, 2017·The Journal of Applied Psychology·Robert E PloyhartNancy T Tippins
May 12, 2017·Journal of Advanced Nursing·Marieke CarpentierGerd Jacobs

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Citations

Sep 25, 2019·Behavioral Sciences·Michela CortiniMassimiliano Barattucci

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SPSS
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