Three Essays on the influence of company Facebook and traditional channel activities on recruitment success
type: CreativeWork
description: The appearance of web and online media has created a substantial change in the manner by which employers and applicants interact. The development of web 1.0 applications with one-way communication and the advancement of web 2.0 technologies with interactive components have extended the spectrum of recruitment channels. The new recruitment media channels have led the selection and analysis of their impact out of interaction on each other to a new challenge within academical literature. This dissertation addresses these issues in three separate essays. Study 1 focuses on the impact of Facebook as a social media recruitment channel on recruitment success. Many companies embed Facebook into their recruitment strategy as an additional recruitment channel for reaching potential applicants and motivating them to apply for available positions. Study 1 analyzes these activities and addresses the question of whether different Facebook activities influence recruitment success above and beyond other undertakings on traditional and online media channels. Study 1 concludes that on Facebook, company posts with a general focus and posts containing work or recruitment information both have a positive impact on recruitment success. The results of Study 1 are validated by company interviews with human resources (HR) managers who are responsible for the overall HR strategy of the company. Study 1 is the first academic work within HR and marketing research, which analyzes the impact of a company’s Facebook activities. Study 2 examines the impact of traditional media recruitment channels on recruitment success. Many companies employ traditional media channels for their recruitment marketing actions with the aim of achieving recruitment success. Study 2 uses media richness theory as a basis for analyzing the impact of a company’s activities within traditional media channels on recruitment success. Study 2 concludes that exhibition fair and online marketing activities influence recruitment…
abstract: The appearance of web and online media has created a substantial change in the manner by which employers and applicants interact. The development of web 1.0 applications with one-way communication and the advancement of web 2.0 technologies with interactive components have extended the spectrum of recruitment channels. The new recruitment media channels have led the selection and analysis of their impact out of interaction on each other to a new challenge within academical literature. This dissertation addresses these issues in three separate essays. Study 1 focuses on the impact of Facebook as a social media recruitment channel on recruitment success. Many companies embed Facebook into their recruitment strategy as an additional recruitment channel for reaching potential applicants and motivating them to apply for available positions. Study 1 analyzes these activities and addresses the question of whether different Facebook activities influence recruitment success above and beyond other undertakings on traditional and online media channels. Study 1 concludes that on Facebook, company posts with a general focus and posts containing work or recruitment information both have a positive impact on recruitment success. The results of Study 1 are validated by company interviews with human resources (HR) managers who are responsible for the overall HR strategy of the company. Study 1 is the first academic work within HR and marketing research, which analyzes the impact of a company’s Facebook activities. Study 2 examines the impact of traditional media recruitment channels on recruitment success. Many companies employ traditional media channels for their recruitment marketing actions with the aim of achieving recruitment success. Study 2 uses media richness theory as a basis for analyzing the impact of a company’s activities within traditional media channels on recruitment success. Study 2 concludes that exhibition fair and online marketing activities influence recruitment…
author: Golovko, Dimitri
keywords: Social Media, Recruitment Success
date published: 2019-12-11
date modified: 2026-07-24T03:45:06Z
provider: Universität Passau
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: Universität Passau