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Recruiting nurses through social media : effects on employer brand and attractiveness

(2017) JOURNAL OF ADVANCED NURSING . 73(11). p.2696-2708
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Organization
Abstract
Aim: To investigate whether and how nurses' exposure to a hospital's profile on social media affects their perceptions of the hospital's brand and attractiveness as an employer. Background: Since in many places across the globe hospitals are struggling with nursing shortages, competition is rising to be perceived as an attractive employer by this target group. Organizations are increasingly using social media for recruitment, however, little is known about its effects on potential applicants' perceptions of the organization as an employer. We thus examine whether these effects occur and rely on the media richness theory to explain the mechanisms at play. Design: A between-subjects experimental design was applied. Three conditions were used: a control group, one condition that required visiting the Facebook page of a hospital and one condition that required visiting the LinkedIn page. Method: The focal organization was an existing Belgian hospital which had a LinkedIn and a Facebook page. An online questionnaire was sent to nursing students and employed nurses over 5 months in 2015-2016. Results: Nurses' exposure to the hospital's Facebook or LinkedIn page had a significant positive effect on a majority of the employer brand dimensions, both instrumental and symbolic. In addition, nurses who visited the Facebook page felt more attracted to working at the hospital. Most of these effects were mediated by social presence. Conclusion: Nurses' perceptions of employers can be positively influenced by seeing a hospital's social media page. Hospitals can thus employ social media to improve their employer brand image and attractiveness.
Keywords
General Nursing, employer branding, Facebook, hospital, LinkedIn, nurses, organizational attractiveness, organizational image, recruitment, social media, JOB SEARCH, POTENTIAL APPLICANTS, REGISTERED NURSES, WEB SITES, IMAGE, FRAMEWORK, NETWORKS, BEHAVIOR, CONTEXT, IMPACT

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MLA
Carpentier, Marieke, et al. “Recruiting Nurses through Social Media : Effects on Employer Brand and Attractiveness.” JOURNAL OF ADVANCED NURSING                                    , vol. 73, no. 11, 2017, pp. 2696–708.
APA
Carpentier, M., Van Hoye, G., Stockman, S., Schollaert, E., Van Theemsche, B., & Jacobs, G. (2017). Recruiting nurses through social media : effects on employer brand and attractiveness. JOURNAL OF ADVANCED NURSING                                    , 73(11), 2696–2708.
Chicago author-date
Carpentier, Marieke, Greet Van Hoye, Sara Stockman, Eveline Schollaert, Bart Van Theemsche, and Gerd Jacobs. 2017. “Recruiting Nurses through Social Media : Effects on Employer Brand and Attractiveness.” JOURNAL OF ADVANCED NURSING                                    73 (11): 2696–2708.
Chicago author-date (all authors)
Carpentier, Marieke, Greet Van Hoye, Sara Stockman, Eveline Schollaert, Bart Van Theemsche, and Gerd Jacobs. 2017. “Recruiting Nurses through Social Media : Effects on Employer Brand and Attractiveness.” JOURNAL OF ADVANCED NURSING                                    73 (11): 2696–2708.
Vancouver
1.
Carpentier M, Van Hoye G, Stockman S, Schollaert E, Van Theemsche B, Jacobs G. Recruiting nurses through social media : effects on employer brand and attractiveness. JOURNAL OF ADVANCED NURSING                                    . 2017;73(11):2696–708.
IEEE
[1]
M. Carpentier, G. Van Hoye, S. Stockman, E. Schollaert, B. Van Theemsche, and G. Jacobs, “Recruiting nurses through social media : effects on employer brand and attractiveness,” JOURNAL OF ADVANCED NURSING                                    , vol. 73, no. 11, pp. 2696–2708, 2017.
@article{8519378,
  abstract     = {Aim: To investigate whether and how nurses' exposure to a hospital's profile on social media affects their perceptions of the hospital's brand and attractiveness as an employer.
Background: Since in many places across the globe hospitals are struggling with nursing shortages, competition is rising to be perceived as an attractive employer by this target group. Organizations are increasingly using social media for recruitment, however, little is known about its effects on potential applicants' perceptions of the organization as an employer. We thus examine whether these effects occur and rely on the media richness theory to explain the mechanisms at play.
Design: A between-subjects experimental design was applied. Three conditions were used: a control group, one condition that required visiting the Facebook page of a hospital and one condition that required visiting the LinkedIn page.
Method: The focal organization was an existing Belgian hospital which had a LinkedIn and a Facebook page. An online questionnaire was sent to nursing students and employed nurses over 5 months in 2015-2016.
Results: Nurses' exposure to the hospital's Facebook or LinkedIn page had a significant positive effect on a majority of the employer brand dimensions, both instrumental and symbolic. In addition, nurses who visited the Facebook page felt more attracted to working at the hospital. Most of these effects were mediated by social presence.
Conclusion: Nurses' perceptions of employers can be positively influenced by seeing a hospital's social media page. Hospitals can thus employ social media to improve their employer brand image and attractiveness.},
  author       = {Carpentier, Marieke and Van Hoye, Greet and Stockman, Sara and Schollaert, Eveline and Van Theemsche, Bart and Jacobs, Gerd},
  issn         = {0309-2402 },
  journal      = {JOURNAL OF ADVANCED NURSING                                    },
  keywords     = {General Nursing,employer branding,Facebook,hospital,LinkedIn,nurses,organizational attractiveness,organizational image,recruitment,social media,JOB SEARCH,POTENTIAL APPLICANTS,REGISTERED NURSES,WEB SITES,IMAGE,FRAMEWORK,NETWORKS,BEHAVIOR,CONTEXT,IMPACT},
  language     = {eng},
  number       = {11},
  pages        = {2696--2708},
  title        = {Recruiting nurses through social media : effects on employer brand and attractiveness},
  url          = {http://dx.doi.org/10.1111/jan.13336},
  volume       = {73},
  year         = {2017},
}

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