University of Twente Student Theses


Content about the content? A study into content on corporate career websites of Dutch hospital organizations

Tissink, M.H. (2012) Content about the content? A study into content on corporate career websites of Dutch hospital organizations.

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Abstract:Purpose – This research presents what (potential) applicants consider important content on career websites of Dutch hospital organizations, what content hospital organizations consider important on their website and what content hospital organizations actually provide on their corporate career websites. Methodology/approach – Two different studies were conducted. The data for the first study was collected by interviewing (potential) applicants and hospital organizations. A content analysis of the career websites of Dutch hospitals was performed in the second study. Findings – Contents considered important by (potential) applicants are compensation, culture, identity, content about training and career development, targeted messages and information about different divisions in the hospital. Not all hospital organizations consider these content themes important. For them vacancies are the most important content, because some hospitals think that this is the most important information for the (potential) applicant. Other hospitals believe it is important to provide content about what it is like to work in the hospital. The content analysis showed that a lot of websites provide only a small part of the information considered important by (potential) applicants and hospital organizations. The content themes most provided were CAO, benefits, information about medical training and the hospital as an employer. Targeted information was mainly provided for volunteers and interns. Research implications – Future research is encouraged to discover the influence of several factors on the content on career websites of hospitals. Also the degree of distinctiveness and attractiveness of the hospital organizations and the content that represents this on their corporate career website should be studied. Practical implications – The results of this study confirm earlier studies on career websites that state that a paradigm shift should be made towards the understanding that (potential) applicants are consumers of recruitment information rather than only applicants that need to be screened. Originality/value – A significant part of the study was based on clues retrieved from existing research. No research focused on the (importance of) content on the career websites of (Dutch) hospitals before.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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