Web‐based corporate, social and video recruitment media: Effects of media richness and source credibility on organizational attraction

Despite the high use of social media in graduate recruitment campaigns, research has yet to examine how it compares with websites and videos in influencing job seekers’ reactions. Drawing from recruitment, media richness, and source credibility theories, we proposed that the media used to present re...

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Published inInternational journal of selection and assessment Vol. 25; no. 2; pp. 125 - 137
Main Authors Frasca, Keely J., Edwards, Martin R.
Format Journal Article
LanguageEnglish
Published Oxford Blackwell Publishing Ltd 01.06.2017
Subjects
Online AccessGet full text
ISSN0965-075X
1468-2389
DOI10.1111/ijsa.12165

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Abstract Despite the high use of social media in graduate recruitment campaigns, research has yet to examine how it compares with websites and videos in influencing job seekers’ reactions. Drawing from recruitment, media richness, and source credibility theories, we proposed that the media used to present recruitment material would influence organizational attraction via perceptions of media richness and source credibility. Results of a between‐subjects study, with 342 participants holding or working toward a degree, show that when a standardized recruitment message is delivered via Facebook, video, or text‐based webpage media, there are significant between‐media richness and source credibility differences. Furthermore, particular media richness features were positively related to perceptions of source credibility, and source credibility perceptions were positively related to organizational attraction. Implications for organizations’ online recruitment campaigns are discussed.
AbstractList Despite the high use of social media in graduate recruitment campaigns, research has yet to examine how it compares with websites and videos in influencing job seekers’ reactions. Drawing from recruitment, media richness, and source credibility theories, we proposed that the media used to present recruitment material would influence organizational attraction via perceptions of media richness and source credibility. Results of a between‐subjects study, with 342 participants holding or working toward a degree, show that when a standardized recruitment message is delivered via Facebook, video, or text‐based webpage media, there are significant between‐media richness and source credibility differences. Furthermore, particular media richness features were positively related to perceptions of source credibility, and source credibility perceptions were positively related to organizational attraction. Implications for organizations’ online recruitment campaigns are discussed.
Author Edwards, Martin R.
Frasca, Keely J.
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Snippet Despite the high use of social media in graduate recruitment campaigns, research has yet to examine how it compares with websites and videos in influencing job...
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SubjectTerms Between-subjects design
College students
Corporate image
Credibility
Management science
Media richness
Professional recruitment
Psychological aspects
Social networks
Studies
Websites
Title Web‐based corporate, social and video recruitment media: Effects of media richness and source credibility on organizational attraction
URI https://onlinelibrary.wiley.com/doi/abs/10.1111%2Fijsa.12165
https://www.proquest.com/docview/1895794642
Volume 25
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