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Social Media Recruitment: Communication Characteristics and Sought Gratifications.

Marieke Carpentier1, Greet Van Hoye1, Qingxiong Weng2

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Organizations can boost job seeker interest by strategically using social media. High informativeness and social presence on company pages positively influence organizational attractiveness, especially when combined.

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Area of Science:

  • Organizational behavior
  • Human resource management
  • Digital marketing

Background:

  • Social media is increasingly used by organizations to attract potential applicants.
  • Understanding how communication characteristics on social media influence applicant attraction is crucial for recruitment.
  • The uses and gratifications theory provides a framework for examining user motivations and media effects.

Purpose of the Study:

  • To investigate if organizations can manipulate informativeness and social presence on social media to enhance organizational attractiveness.
  • To determine how job applicants' sought gratifications on social media moderate the effects of these communication characteristics.
  • To explore the interplay between informativeness, social presence, and applicant perceptions of organizational attractiveness.

Main Methods:

  • A 2x2 between-subjects experimental design was employed.
  • Participants' perceptions of organizational attractiveness were measured after exposure to manipulated social media page characteristics.
  • The study assessed the influence of sought gratifications (utilitarian and social) on the effectiveness of social media strategies.

Main Results:

  • Organizations can effectively manipulate informativeness and social presence on their social media pages.
  • High social presence amplified the positive effect of informativeness on organizational attractiveness.
  • The positive impact of informativeness on attractiveness was consistent across different levels of utilitarian gratification sought by applicants.

Conclusions:

  • Strategic manipulation of social media communication characteristics, specifically informativeness and social presence, can significantly enhance organizational attractiveness.
  • The combination of high informativeness and high social presence appears most effective in attracting potential job applicants.
  • While social presence alone had no significant main effect, its interaction with informativeness suggests a nuanced approach is needed for optimal recruitment outcomes via social media.