管理在线雇主评论:对于人才招聘的印象管理视角
Kang Yang Trevor Yu1, Kim Huat Goh1, Clara Wen Lin Soo1
1Division of Leadership, Management and Organisation, College of Business, Nanyang Business School, Nanyang Technological University.
The Journal of applied psychology
|May 12, 2025
概括
响应在线雇主评论对于雇主品牌建设至关重要. 针对不同求职群体 (如专业人士或学生) 量身定制的响应,如亲社会行为或道歉,显著影响人才吸引力和预聘结果.
科学领域:
- 组织行为 组织行为
- 人力资源管理 人力资源管理
- 社交媒体营销 社交媒体营销
背景情况:
- 电子口碑显著影响雇主品牌和预聘结果.
- 雇主对在线评论的有效回应对于管理组织声誉至关重要.
- 现有的研究缺乏关于雇主对社交媒体的响应策略的全面模型.
研究的目的:
- 识别和分类雇主对在线评论的响应类型.
- 开发和测试关于响应策略对人才吸引的影响的理论模型.
- 检查不同求职者人口统计数据的响应效率是如何变化的.
主要方法:
- 在Glassdoor数据集上利用机器学习和文本挖掘来分类雇主响应.
- 与本科生和工作的成年求职者进行了两次图片实验.
- 组织印象管理和刻板印象内容的综合理论.
主要成果:
- 不对负面评论做出回应给出了最差的雇主结果.
- 亲社会行为对专业人士最有效;借口和道歉在学生中引起了更多的共.
- 热情和诚意,而不是能力,调解了回应对雇主声誉,组织吸引力和求职意图的影响.
结论:
- 雇主评价为吸引人才提供了挑战和机会.
- 针对在线反的战略性,针对观众的响应对有效的雇主品牌至关重要.
- 专注于热情和真诚的反应,可以提高关键的预聘结果.
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