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Marketing video-enabled social media as part of your e-recruitment strategy: Stop trying to be trendy

Patrick van Esch and Margaret Mente

Journal of Retailing and Consumer Services, 2018, vol. 44, issue C, 266-273

Abstract: In the war for talent, many organizations have started marketing the use of social media as a platform to communicate with and attract talent as part of their e-recruitment strategy. Recently, some of those organizations have begun replacing part of the e-recruitment process with social media platforms with video, such as Snapchat. Technology continues to advance and social media use has largely become an acceptable method for people to communicate, share ideas, and portray themselves both personally and professionally. Participants (n = 535) were surveyed regarding whether they would apply to an organization that marketed video-enabled social media as part of their hiring process, as well as their privacy concerns and attitude towards an organizations perceived trendiness. The results indicate that whilst privacy concerns exist, if organizations are only using video-enabled social media as part of their e-recruitment strategy to be perceived as ‘trendy’, then applicants are less likely to apply for the job.

Keywords: Snapchat; e-recruitment; Privacy concerns; Trendiness; Technology use motivation; Job application likelihood; Attitude towards the organization; Social media; Video-enabled social media (search for similar items in EconPapers)
Date: 2018
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