IDEAS home Printed from https://ideas.repec.org/a/rfa/bmsjnl/v5y2019i1p10-24.html
   My bibliography  Save this article

Winning the War for Talent: An Experimental Evaluation of Online Recruitment Campaigns Using Twitter

Author

Listed:
  • Margarita Torre
  • Alejandro Llorente

Abstract

Organizations have moved rapidly from traditional recruitment methods to online recruiting. The present study argues that the fierce demand for labor in technology-related industries ¡ª¡°second war for talent¡±¡ª besieges workers in competitive environments to the point of lowering their propensity to engage in online recruiting campaigns. Collecting data from the social media platform Twitter, we take an experimental approach to investigate the effectiveness of online recruitment processes in attracting the attention of potential job candidates from different occupational categories. The findings reveal that workers in technology, engineering, and mathematical occupations (TEM) are less likely to react to recruitment processes than workers in other professional jobs. However, motivated advertisement designed according to individual group interests significantly increase the rate of participation of TEM, while these ads have no effect on workers from other sectors. Our experiment helps to explain pre-hiring outcomes. The findings have important implications for organizations seeking to boost their talent acquisition strategies.

Suggested Citation

  • Margarita Torre & Alejandro Llorente, 2019. "Winning the War for Talent: An Experimental Evaluation of Online Recruitment Campaigns Using Twitter," Business and Management Studies, Redfame publishing, vol. 5(1), pages 10-24, March.
  • Handle: RePEc:rfa:bmsjnl:v:5:y:2019:i:1:p:10-24
    as

    Download full text from publisher

    File URL: http://redfame.com/journal/index.php/bms/article/view/4049/4348
    Download Restriction: no

    File URL: http://redfame.com/journal/index.php/bms/article/view/4049
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. De Bruyn, Arnaud & Lilien, Gary L., 2008. "A multi-stage model of word-of-mouth influence through viral marketing," International Journal of Research in Marketing, Elsevier, vol. 25(3), pages 151-163.
    2. Alejandro Llorente & Manuel Garcia-Herranz & Manuel Cebrian & Esteban Moro, 2015. "Social Media Fingerprints of Unemployment," PLOS ONE, Public Library of Science, vol. 10(5), pages 1-13, May.
    3. Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
    4. Jenny Doorn & Janny Hoekstra, 2013. "Customization of online advertising: The role of intrusiveness," Marketing Letters, Springer, vol. 24(4), pages 339-351, December.
    5. Beechler, Schon & Woodward, Ian C., 2009. "The global "war for talent"," Journal of International Management, Elsevier, vol. 15(3), pages 273-285, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
    2. Pfiffelmann, Jean & Dens, Nathalie & Soulez, Sébastien, 2020. "Personalized advertisements with integration of names and photographs: An eye-tracking experiment," Journal of Business Research, Elsevier, vol. 111(C), pages 196-207.
    3. Li, Wenting & Zhao, Fang & Lee, Ji Min & Park, Jiwoon & Septianto, Felix & Seo, Yuri, 2024. "How micro- (vs. mega-) influencers generate word of mouth in the digital economy age: The moderating role of mindset," Journal of Business Research, Elsevier, vol. 171(C).
    4. Bambauer-Sachse, Silke & Heinzle, Priska, 2018. "Comparative advertising for goods versus services: Effects of different types of product attributes through consumer reactance and activation on consumer response," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 82-90.
    5. Jean Pfiffelmann & Nathalie Dens & Sébastien Soulez, 2020. "Personalized advertisements with integration of names and photographs: An eye-tracking experiment," Post-Print hal-02004907, HAL.
    6. Ajay Kumar & Daruri Venkata Srinivas Kumar & R. U. Megha, 2024. "I know what you browsed last night! role of creepiness and persuasion knowledge on click intention of online behavioral advertising," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 51(3), pages 303-319, September.
    7. Lee, Alice J. & Ames, Daniel R., 2017. "“I can’t pay more” versus “It’s not worth more”: Divergent effects of constraint and disparagement rationales in negotiations," Organizational Behavior and Human Decision Processes, Elsevier, vol. 141(C), pages 16-28.
    8. Clarke, Andrew & Skuterud, Mikal, 2014. "Immigrant Skill Selection and Utilization: A Comparative Analysis of Australia, Canada, and the United States," CLSSRN working papers clsrn_admin-2014-41, Vancouver School of Economics, revised 22 Sep 2014.
    9. Newburry, William & Gardberg, Naomi A. & Sanchez, Juan I., 2014. "Employer Attractiveness in Latin America: The Association Among Foreignness, Internationalization and Talent Recruitment," Journal of International Management, Elsevier, vol. 20(3), pages 327-344.
    10. Suwelack, Thomas & Hogreve, Jens & Hoyer, Wayne D., 2011. "Understanding Money-Back Guarantees: Cognitive, Affective, and Behavioral Outcomes," Journal of Retailing, Elsevier, vol. 87(4), pages 462-478.
    11. Shiksha Gupta & Gordhan K. Saini, 2020. "Information Source Credibility and Job Seekers’ Intention to Apply: The Mediating Role of Brands," Global Business Review, International Management Institute, vol. 21(3), pages 743-762, June.
    12. Pulkit Sharma & Achut Manandhar & Patrick Thomson & Jacob Katuva & Robert Hope & David A. Clifton, 2019. "Combining Multi-Modal Statistics for Welfare Prediction Using Deep Learning," Sustainability, MDPI, vol. 11(22), pages 1-15, November.
    13. Jong Yoon Lee & Jae Hee Park & Jong Woo Jun, 2019. "Brand Webtoon as Sustainable Advertising in Korean Consumers: A Focus on Hierarchical Relationships," Sustainability, MDPI, vol. 11(5), pages 1-10, March.
    14. Samara Ahmed & Adil E. Rajput & Akila Sarirete & Asma Aljaberi & Ohoud Alghanem & Abrar Alsheraigi, 2020. "Studying Unemployment Effects on Mental Health: Social Media versus the Traditional Approach," Sustainability, MDPI, vol. 12(19), pages 1-14, October.
    15. Skarmeas, Dionysis & Leonidou, Constantinos N., 2013. "When consumers doubt, Watch out! The role of CSR skepticism," Journal of Business Research, Elsevier, vol. 66(10), pages 1831-1838.
    16. Mark Groza & Mya Pronschinske & Matthew Walker, 2011. "Perceived Organizational Motives and Consumer Responses to Proactive and Reactive CSR," Journal of Business Ethics, Springer, vol. 102(4), pages 639-652, September.
    17. White, Gareth R.T. & Samuel, Anthony, 2019. "Programmatic Advertising: Forewarning and avoiding hype-cycle failure," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 157-168.
    18. Aaker, Jennifer L. & Brumbaugh, Anne M. & Grier, Sonya A., 2000. "Non-target Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes," Research Papers 1578, Stanford University, Graduate School of Business.
    19. T. Poehlman & Ravi Dhar & John Bargh, 2016. "Sophisticated by Design: the Nonconscious Influence of Primed Concepts and Atmospheric Variables on Consumer Preferences," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 3(1), pages 48-61, March.
    20. Yadav, Manjit S. & de Valck, Kristine & Hennig-Thurau, Thorsten & Hoffman, Donna L. & Spann, Martin, 2013. "Social Commerce: A Contingency Framework for Assessing Marketing Potential," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 311-323.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rfa:bmsjnl:v:5:y:2019:i:1:p:10-24. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Redfame publishing (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.