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Attracting applicants through the organization’s social media page : signaling employer brand personality

Marieke Carpentier (UGent) , Greet Van Hoye (UGent) and Bert Weijters (UGent)
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Abstract
The purpose of this study is to examine how potential applicants’ exposure to an organization’s social media page relates to their subsequent organizational attractiveness perceptions and word-of-mouth intentions. Based on signaling theory and the theory of symbolic attraction, we propose that potential applicants rely on perceived communication characteristics of the social media page (social presence and informativeness) as signals of the organization’s employer brand personality (warmth and competence), which in turn relate to organizational attractiveness and word-of-mouth. Data were gathered in a simulated job search process in which final-year students looked for an actual job posting and later visited an actual organization’s social media page. In line with our hypotheses, results show that the perceived social presence of a social media page was indirectly positively related to attractiveness and word-of-mouth through its positive association with perceived organizational warmth. Perceived informativeness was indirectly positively related to these outcomes through its positive association with perceived organizational competence. In addition, we found that social presence was also directly positively related to organizational attractiveness. These findings suggest that organizations can use social media pages to manage key recruitment outcomes by signaling their employer brand personality.
Keywords
recruitment, social media, employer brand personality, organisational attractiveness, word-of-mouth, POTENTIAL APPLICANTS, RECRUITMENT, IMAGE, DIMENSIONS, IDENTITY, WARMTH, PERCEPTIONS, COMPETENCE, MILITARY, CREDIBILITY

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Citation

Please use this url to cite or link to this publication:

MLA
Carpentier, Marieke, et al. “Attracting Applicants through the Organization’s Social Media Page : Signaling Employer Brand Personality.” JOURNAL OF VOCATIONAL BEHAVIOR, vol. 115, 2019.
APA
Carpentier, M., Van Hoye, G., & Weijters, B. (2019). Attracting applicants through the organization’s social media page : signaling employer brand personality. JOURNAL OF VOCATIONAL BEHAVIOR, 115.
Chicago author-date
Carpentier, Marieke, Greet Van Hoye, and Bert Weijters. 2019. “Attracting Applicants through the Organization’s Social Media Page : Signaling Employer Brand Personality.” JOURNAL OF VOCATIONAL BEHAVIOR 115.
Chicago author-date (all authors)
Carpentier, Marieke, Greet Van Hoye, and Bert Weijters. 2019. “Attracting Applicants through the Organization’s Social Media Page : Signaling Employer Brand Personality.” JOURNAL OF VOCATIONAL BEHAVIOR 115.
Vancouver
1.
Carpentier M, Van Hoye G, Weijters B. Attracting applicants through the organization’s social media page : signaling employer brand personality. JOURNAL OF VOCATIONAL BEHAVIOR. 2019;115.
IEEE
[1]
M. Carpentier, G. Van Hoye, and B. Weijters, “Attracting applicants through the organization’s social media page : signaling employer brand personality,” JOURNAL OF VOCATIONAL BEHAVIOR, vol. 115, 2019.
@article{8624492,
  abstract     = {The purpose of this study is to examine how potential applicants’ exposure to an organization’s social media page relates to their subsequent organizational attractiveness perceptions and word-of-mouth intentions. Based on signaling theory and the theory of symbolic attraction, we propose that potential applicants rely on perceived communication characteristics of the social media page (social presence and informativeness) as signals of the organization’s employer brand personality (warmth and competence), which in turn relate to organizational attractiveness and word-of-mouth. Data were gathered in a simulated job search process in which final-year students looked for an actual job posting and later visited an actual organization’s social media page. In line with our  hypotheses, results show that the perceived social presence of a social media page was indirectly positively related to attractiveness and word-of-mouth through its positive association with perceived organizational warmth. Perceived informativeness was indirectly positively related to these outcomes through its positive association with perceived organizational competence. In addition, we found that social presence was also directly positively related to organizational attractiveness. These findings suggest that organizations can use social media pages to manage key recruitment outcomes by signaling their employer brand personality.},
  articleno    = {103326},
  author       = {Carpentier, Marieke and Van Hoye, Greet and Weijters, Bert},
  issn         = {0001-8791},
  journal      = {JOURNAL OF VOCATIONAL BEHAVIOR},
  keywords     = {recruitment,social media,employer brand personality,organisational attractiveness,word-of-mouth,POTENTIAL APPLICANTS,RECRUITMENT,IMAGE,DIMENSIONS,IDENTITY,WARMTH,PERCEPTIONS,COMPETENCE,MILITARY,CREDIBILITY},
  language     = {eng},
  pages        = {14},
  title        = {Attracting applicants through the organization’s social media page : signaling employer brand personality},
  url          = {http://dx.doi.org/10.1016/j.jvb.2019.103326},
  volume       = {115},
  year         = {2019},
}

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