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Small post, big decision : effects of content focus, media richness and tone of voice on employer brand attractiveness on social media

Astikainen, Vera (2023) Small post, big decision : effects of content focus, media richness and tone of voice on employer brand attractiveness on social media.

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Abstract:Background: social media is currently one of the most used tools for job-search. Companies can leverage this easy access to potential applicants on websites like LinkedIn to create a desired employer brand. Aim: the current study aims at investigating how modalities of social media posts such as content focus, the richness of media, and tone of voice influence the creation of warmth and competence personality traits perception and, subsequently, the attractiveness of a company as an employer. Method: an online questionnaire with 2 x 2 x 2 between respondent experimental design was distributed among 187 participants via convenience sampling method. Results: the employee focus of the content and human tone of voice were shown to be predictors of the perception of warmth. Conversely, richer form of media was found to have a negative influence on competence and warmth. Finally, personality traits proved to be strong predictors of employer brand attractiveness. Implications: to attract candidates it is recommended to emphasize warmth metrics in social media posts by showing photos of smiling employees and using human tone of voice; and provide relevant information about the company’s history, achievements, and products to foster the perception of competence.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:https://purl.utwente.nl/essays/94502
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