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Employer Branding in the Millennial generation : The role of online-recruitment channels and workplace communication cultures for Millennial applicant attraction

Völker, L. (2018) Employer Branding in the Millennial generation : The role of online-recruitment channels and workplace communication cultures for Millennial applicant attraction.

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Abstract:Background: Since the recruitment of qualified employees is vital to an organization’s success, companies are increasingly relying on employer branding practices for attracting potential applicants. Today, the widespread use of social network sites (SNSs) suggests the utilization of new online-recruitment channels such as LinkedIn to reach suitable candidates. Concurrently, a new generation of workforce, the Millennials, call attention to the incorporation of modern workplace communication cultures (WCCs) for creating an appealing employer brand. Aim: The main goal of this study was to assess how the Millennial generation perceives companies using different online-recruitment channels and offering distinct WCCs. In particular, this study investigated the single as well as interactive effect of recruitment ads’ website features (company website vs. LinkedIn) and content (traditional vs. modern WCC) on the employer image, employer attractiveness, person-organization fit perceptions and application intentions. Method: A scenario-based and between-subjects experimental design was applied. Corresponding to four experimental conditions, different job descriptions were created. By means of an online survey among 252 undergraduate students, participants were asked to evaluate the employer based on the job description. Results: The findings suggest that perceptions of WCC predicted Millennial applicant attraction. Offering a modern WCC had a significant positive effect on the employer attractiveness, perceived person-organization fit, application intentions and partly on the employer image. Yet, there was no difference in students’ perception with regard to the online-recruitment channel. In addition, no significant interaction effect between recruitment ad’s website feature and content could be found. Conclusion: This study sheds more light on employer branding in the Millennial generation. The contribution of recruitment ads’ website features and content were critically examined so that companies can understand how to manage their resources and attract valuable human capital accordingly. The main goal of this study was to assess how the Millennial generation perceives companies using different online-recruitment channels and offering distinct WCCs. In particular, this study investigated the single as well as interactive effect of recruitment ads’ website features (company website vs. LinkedIn) and content (traditional vs. modern WCC) on the employer image, employer attractiveness, person-organization fit perceptions and application intentions. A scenario-based and between-subjects experimental design was applied. Corresponding to four experimental conditions, different job descriptions were created. By means of an online survey among 252 undergraduate students, participants were asked to evaluate the employer based on the job description. The findings suggest that perceptions of WCC predicted Millennial applicant attraction. Offering a modern WCC had a significant positive effect on the employer attractiveness, perceived person-organization fit, application intentions and partly on the employer image. Yet, there was no difference in students’ perception with regard to the online-recruitment channel. In addition, no significant interaction effect between recruitment ad’s website feature and content could be found. This study sheds more light on employer branding in the Millennial generation. The contribution of recruitment ads’ website features and content were critically examined so that companies can understand how to manage their resources and attract valuable human capital accordingly.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 70 social sciences in general
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/74754
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