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Werk maken van social network recruitment

Stelling, Robert (2010) Werk maken van social network recruitment.

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Abstract:Motive and purpose The presence of millions of Dutch people in social network sites offers organizations an opportunity to communicate with potential candidates in an online social environment in an unforced setting about an organization as an employer or specific jobs (organization information). However, the openness of social network sites allows almost everyone to respond and thereby influencing a potential candidate’s interest in an organisation. This makes it questionable how credible the organization information is perceived by potential candidates. The aim of this research is to investigate the relationship between credibility in communicating organizational information through social network sites and the interest of a potential candidate in the organization. The credibility issue is divided into two types: who communicates the information (source credibility) and which social network site is used to communicate the organization information (network credibility). With a focus on higher professional educated persons in the medical sector this research examines how the use of social network sites can help to attract potential candidates for this group, defined as social network recruitment. Method The first phase of this research consisted of semiCstructured interviews with 10 higher professional educated employees and managers of higher professional educated employees of the UMCG. In the second phase a survey study was conducted with a representative sample of 374 higher professional educated persons in the medical sector (medical specialists, medical specialists in training, nurses and medical students). Results The results show that source credibility is related to network credibility and that this correlates with the interest in the organization as a employer. Also, organization information from an organization dependent source is perceived less credible than from an organization independent source. Differences are found in credibility of information between the various social network sites through which the information is communicated. Business network sites like LinkedIn, are the most credible source for communicating organization information. Unlike friends network sites like Hyves and Facebook. But this does not mean that Hyves and Facebook cannot be used supportive for the distribution of organization information. It has been found when organization information is communicated through social network sites the perceived credibility has a positive impact on the interest of a potential candidate in the organization as an employer. It is noted that not all of the higher professional educated persons in the medical sector are represented in an online social network, meaning that only a part of the medical group can be approached through social network recruitment. The age of a potential candidate seems to affect this finding. The younger someone is, the greater the chance that someone is represented in a social network site and the more time is spent on social network sites. When the medical group is asked about their attitudes toward social network recruitment, medical students and medical specialists are most positive. This attitude is partly defined by the network's credibility. The more credible information communicated through social network sites is perceived, the more positive someone is toward social network recruitment. Findings Organizations must realize that by the advent of social network sites they will largely lose control when it comes to conducting a recruitment strategy. It is therefore important for organizations to be perceived credible by potential candidates in communicating organizational information, as this enhances the interest in the organization as an employer. The use of social network sites for recruiting potential candidates is a possibility, but not for all (professional) medical groups. This is largely explained by the age of a potential candidate. Also the choice of a network in which the organization information is communicated increases the credibility of the message.
Item Type:Essay (Master)
Universitair Medisch Centrum Groningen (UMCG)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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