This job offer suits me! The influence of tailored job advertisement strategies on job-pursuit intention

Jean Pfiffelmann () and Sébastien Soulez ()
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Jean Pfiffelmann: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Sébastien Soulez: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: This quantitative study, carried out among 248 students, aims to evaluate the impact of two tailoring strategies that employers use to recruit potential employees on social networking sites—content matching and identification-based personalization. Using a 2x2 between-subjects experimental design, this study investigates the influence of the two tailoring strategies on job-pursuit intention, and the role of the attitude toward the job advertisement as a mediating process. The results show that the attitude toward the job advertisement mediates the effects of content matching on job-pursuit intention. However, identification-based personalization has neither a direct influence on job-pursuit intention nor an indirect effect through the attitude toward the job advertisement. Results are discussed from the elaboration likelihood model (ELM) perspective.

Keywords: Tailoring Strategies; Recruitment Communication; Elaboration Likelihood Model (search for similar items in EconPapers)
Date: 2018-05-26
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Citations: View citations in EconPapers (1)

Published in 47th Annual Conference of The European Marketing Academy, May 2018, Glasgow, United Kingdom

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02000740

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