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Influence of company Facebook activities on recruitment success

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  • Golovko, Dimitri
  • Schumann, Jan H.

Abstract

Social networking sites (SNSs), such as Facebook, have become a significant part of the employee-recruitment process; many companies use SNSs to achieve their recruitment goals. However, studies on recruitment practices or social media influence have not examined the effect of recruitment activities using SNSs on recruitment success. This study fills this gap by analyzing the impact of various company activities on recruitment success using the vector autoregressive model (VAR). Results demonstrate that, on Facebook, company posts with a general focus, as well as posts containing work or recruitment information, have a positive impact on recruitment success. The authors provide human resources (HR) managers with recommendations on how to shape successful employment marketing campaigns using Facebook as an element of a modern HR multichannel strategy. The authors recommend proactive and permanent engagement on Facebook while simultaneously using traditional channels.

Suggested Citation

  • Golovko, Dimitri & Schumann, Jan H., 2019. "Influence of company Facebook activities on recruitment success," Journal of Business Research, Elsevier, vol. 104(C), pages 161-169.
    • Handle: RePEc:eee:jbrese:v:104:y:2019:i:c:p:161-169
    DOI: 10.1016/j.jbusres.2019.06.029
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    References listed on IDEAS

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    4. Daniel Hoppe, 2021. "Argument-Based Versus Emotion-Based Videos During the Early Stages of Recruitment: Effects on Perceived Employer Brand Image, Application Intentions, and Positive Word-of-Mouth," Corporate Reputation Review, Palgrave Macmillan, vol. 24(1), pages 31-47, February.

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