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#lookingforajob - Social media put to the test: Do they offer new opportunities for attracting a new generation’s labor force?

Gijsbers, Kim (2012) #lookingforajob - Social media put to the test: Do they offer new opportunities for attracting a new generation’s labor force?

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Abstract:As the baby boomers are starting to leave the labor market, it will become more tight. Therefore, attracting the new generation of workers is becoming increasingly important for businesses, and Web 2.0 has brought various new media to do this. Despite their presumed advantages in practice, empirical support considering social media effects on prehire recruitment outcomes are scarce. This study investigates effects of its peer-to-peer and fast, two-way qualities on applicants' potential employer evaluations. A 2x2 experiment was conducted to investigate whether the deployment of employee communication and micro blog positively affected conversational human voice, real-time communication, corporate credibility, organizational attractiveness and job pursuit behavior. Results showed employee communication was not evaluated more positively than communication from the organization as a whole. Also, Twitter scored higher on real-time communication perceptions than blogs. This might mean social media use might not be as valuable for generating recruitment outcomes as previously assumed. Practical implications and future research directions are discussed.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/62191
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