Welke factoren beïnvloeden de jobadvertising strategie? Empirisch onderzoek in twee servicegerichte sectoren

Eva De Beck
Persbericht

Welke factoren beïnvloeden de jobadvertising strategie? Empirisch onderzoek in twee servicegerichte sectoren

"The smartest business decision you can make is to hire qualified people. Bringing the right people on board saves you thousands, and your business will run smoothly and efficiently."- Brian Tracy

Door de economische crisis, de toegenomen automatisering en de verminderde budgetten wordt het steeds belangrijker om op een efficiënte manier de meest geschikte kandidaten aan te werven. Dit zal de dag van vandaag op een compleet andere manier gebeuren; zo worden er steeds minder en minder jobadvertenties in de krant geplaatst en worden sociale media zoals Facebook, Twitter en LinkedIn een veelgebruikt rekruteringsmedia.

Bedrijven zullen gebruik maken van labels zoals 'werknemer van het jaar' of 'great place to work', en rekruteringsevenementen zullen op een efficiënte manier de bedrijfscultuur naar boven schuiven. That's right, the war for talent has begun!! Employer branding slaagt de klok, waar de focus voornamelijk ligt op credibiliteit creëren, en vertrouwen uit te stralen. Het inzetten van de eigen werknemers in deze strategie wordt dus cruciaal. Zo zullen bijvoorbeeld video testimonials gemaakt worden, en zullen getuigenissen uitgeschreven worden. Kortom, de hele mediamix zal veranderen. Buiten deze interessante onderwerpen worden ook de inhoud van deze jobadvertenties, de frequentie hiervan en de look & feel van het hele gebeuren besproken in deze thesis. Een verrijking voor elk bedrijf dat wil aanwerven, of elke werkzoekende die inzicht wil krijgen in de strategiën die bedrijven hanteren. Een must om te lezen!

Bibliografie

Anat, R. (2006). Sense-Making of Employment: On Whether and Why People Read Employment Advertising. Journal of Organizational Behavior, 27(6), 747-770.Avery, D. R. (2003). Reactions to diversity in recruitment advertising--are differences black and white? Journal of applied psychology, 88(4), 672-679. doi: 10.1037/0021-9010.88.4.672Avis, M. (2012). Brand personality factor based models: A critical review. Australasian Marketing Journal (AMJ), 20(1), 89-96.Backhaus, B. (2004). An Exploration of Corporate Recruitment Descriptions on Monster.com. Journal of Business Communication, 41(2), 115-136.Barber, E., & Roehling, V. (1993). Job postings and the decision to interview: A verbal protocol analysis. Journal of applied psychology, 78(5), 845.Belch, G., & Belch, M. (2012). Advertising and Promotion: An Integrated Marketing Communications Perspective: McGraw-Hill Education.Boehle, S. (2000). Online recruiting gets sneaky. Training, 37(5), 66-71.Bohlander, G. W., & Snell, S. (2013). Principles of Human Resource Management: South-Western Cengage Learning.Botha, A. (2011). An employer brand predictive model for talent attraction and retention : original research. SA journal of human resource management, 9(1), 1-12.Branham, L. (2000). Keeping the People who Keep You in Business: 24 Ways to Hang on to Your Most Valuable Talent: AMACOM.Breaugh, A., & Starke, M. (2000). Research on Employee Recruitment: So Many Studies, So Many Remaining Questions. Journal of Management, 26(3), 405-434. doi: 10.1177/014920630002600303Brencic, V., & Norris, J. B. (2010). Do employers change job offers in their online job ads to facilitate search? Economics Letters, 108(1), 46-48.Bretz, R. D., Jr., & Judge, T. A. (1998). Realistic job previews: A test of the adverse self-selection hypothesis. Journal of applied psychology, 83(2), 330.Buckley, M., Mobbs, A., & Mendoza , L. (2002). Implementing Realistic Job Previews and Expectation-Lowering Procedures: A Field Experiment. Journal of Vocational Behavior, 61(2), 263-278.Cable, M., & Turban, D. (2001). Establishing the dimensions, sources and value of job seekers' employer knowledge during recruitment,. Research in Personnel and Human Resources Management,, 20( Emerald Group Publishing Limited,), 115-163.Cappelli, P. (2001). Making the most of on-line recruiting. Harv Bus Rev, 79(3), 139-146, 166.Cappelli, P., & Ibarra, H. (2001). Harvard Business Review on Finding and Keeping the Best People: Harvard Business School Press.Catano, V. M., Wiesner, & Hackett. (2000). Recruitment and Selection in Canada: Nelson Education Limited.Clarke, J., Seng, D., & Whiting, H. (2011). Intellectual capital and firm performance in Australia. Journal of Intellectual Capital, 12(4), 505-530.Cober, R. T., Brown, D. J., Keeping, L. M., & Levy, P. E. (2004). Recruitment on the Net: How Do Organizational Web Site Characteristics Influence Applicant Attraction? Journal of Management, 30(5), 623-646.Cober, R. T., Brown, D. J., Levy, P. E., Cober, A. B., & Keeping, L. M. (2003). Organizational Web Sites: Web Site Content and Style as Determinants of Organizational Attraction. International Journal of Selection and Assessment, 11(2-3), 158-169. doi: 10.1111/1468-2389.00239Cober, T., Brown, J., & Levy, E. (2004). Form, content, and function: An evaluative methodology for corporate employment web sites. Human Resource Management, 43(2-3), 201-218. doi: 10.1002/hrm.20015VIColley, R. (1964). Vaststelling van reclamedoeleinden voor de peiling van reclameresultaten: onder auspiciën van de Association of National Advertisers (ANA) Commissie voor: Corporate Management Approach to the Advertising Investment: Reclame Adviesbureau Hou Maet.Collins, J. (2001). Good to Great: Why Some Companies Make the Leap...And Others Don't: HarperCollins.Collins, J., & Stevens, K. (2002). The relationship between early recruitment-related activities and the application decisions of new labor-market entrants: A brand equity approach to recruitment. Journal of applied psychology, 87(6), 1121.Coyle, R., & Thorson, E. (2001). The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites. Journal of Advertising, 30(3), 65-77. doi: 10.1080/00913367.2001.10673646Cramphorn, S. (2004). What Advertising Testing Might Have Been, If We Had Only Known. Journal of Advertising Research, 44(02), 170-180. doi: doi:10.1017/S0021849904040115Crow, M. (2005). Making the graduate-industry connection. IEEE power &amp; energy magazine, 3(1), 34-37.D'Souza, G., & Rao, C. (1995). Can Repeating an Advertisement More Frequently Than the Competition Affect Brand Preference in a Mature Market? Journal of Marketing, 59(2), 32-42. doi: 10.2307/1252071De Chernatony, L. (1999). Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation. Journal of Marketing Management, 15(1-3), 157-179.De Pelsmacker, P., & Geuens, M. (1999). The advertising effectiveness of different levels of intensity of humour and warmth and the moderating role of top of mind awareness and degree of product use. Journal of Marketing Communications, 5(3), 113-129.De Pelsmacker, P., Geuens, M., & van den Bergh, J. (2013). Marketing Communications: A European Perspective: Prentice Hall/Financial Times.De St. Aubin, D., & Carlsen, B. J. (2008). Attract, Engage & Retain Top Talent: 50 Plus One Strategies Used by the Best: AuthorHouse.Dholakia, R. (1987). Source Credibility Effects: a Test of Behavioral Persistence. Advances in Consumer Research, 14(Association for Consumer Research), 426-430.Dineen, R., & Ling, J. (2007). Aesthetic Properties and Message Customization: Navigating the Dark Side of Web Recruitment. Journal of applied psychology, 92(2), 356.Dubé, J., Hitsch, J., & Manchanda, P. (2005). An Empirical Model of Advertising Dynamics. Quantitative Marketing and Economics, 3(2), 107-144.Edwards, R. (2010). An integrative review of employer branding and OB theory. Personnel Review, 39(1), 5-23.Eldesouky, F. (2013). Visual Hierarchy and Mind Motion in Advertising Design. Journal of Arts and Humanities, 2(2), 148-162.Jardon, C. M., & Gonzalez-Loureiro, M. (2013). Human Capital as Source for Sustained Competitive Advantages in SMEs: A Core Competencies Approach. Economia. Seria Management, 16(2), 255-276.Feldman, C., & Klaas, S. (2002). Internet job hunting: A field study of applicant experiences with on-line recruiting. Human Resource Management, 41(2), 175-192.Feldman, D., Bearden, W., & Hardesty, D. (2006). Varying the Content of Job Advertisements: The Effects of Message Specificity. Journal of Advertising, 35(1), 123-141.Fernandez, V., & Rosen, L. (2000). The Effectiveness of Information and Color in Yellow Pages Advertising. Journal of Advertising, 29(2), 61-73. doi: 10.1080/00913367.2000.10673609Florea, N. (2011). USING BRANDING TO ATTRACT, RECRUIT, AND RETAIN TALENTED STAFF. Management &amp; Marketing, IX(2), 283-297.Florea, N. (2012). LINKING MARKETING AND HUMAN RESOURCES RECRUITMENT TO OBTAIN ORGANIZATIONAL EFFICIENCY. Management & Marketing, VIII(2), 352-364.Fountain, C. (2005). Finding a Job in the Internet Age. Social Forces, 83(3), 1235-1262.Gatewood, R., Feild, H., & Barrick, M. (2010). Human Resource Selection: Cengage Learning.Gatewood, R. D., Barrick, M. R., & Feild, H. S. (2011). Selection in Human Resource Management: South-Western Cengage Learning.VIIGeuens, M., Weijters, B., & De Wulf, K. (2009). A new measure of brand personality. International Journal of Research in Marketing, 26(2), 97-107.Gitman, L. J., & McDaniel, C. (2009). The Future of Business: South-Western.Gonzalez-Loureiro, M., & Pita-Castelo, J. (2012). A model for assessing the contribution of innovative SMEs to economic growth: The intangible approach. Economics Letters, 116(3), 312-315.Hardy, T. (1999). Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image. Design Issues, 15(1), 81-82.Hatch, M. J., & Schultz, M. (2008). Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding: Wiley.Highhouse, & Hoffman. (2001). An Organizational Impression Management Perspective on the Formation of Corporate Reputations. Journal of Management, 35(6), 1481-1493. doi: 10.1177/0149206309348788Howard, W., & Kahana, J. (1999). Contextual Variability and Serial Position Effects in Free Recall. Journal of Experimental Psycholog, 25(4), 923-941.Hoye, G., & Lievens, F. (2013). Investigating Web-Based Recruitment Sources: Employee Testimonials versus Word-of-Mouse.Hoye, G., & Saks, A. (2008). Job search as goal-directed behavior: Objectives and methods. Journal of Vocational Behavior, 73(3), 358-367.Huang, R., & Sarigollu, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92-99.Janonis, V., & Virvilaitė. (2007). Brand Image Formation. Engineering Economics, 2, 78-90.Jansen, B. J., Jansen, K. J., & Spink, A. (2005). Using the web to look for work: Implications for online job seeking and recruiting. Internet Research: Electronic Networking Applications and Policy, 15(1), 49-66.Janssens, De Pelsmacker, & Geuens. (2012). Online advertising and congruency effects: it depends on how you look at it. International journal of advertising, 31(3), 579-604.Jefkins, F. (1985). Advertising Made Simple. Londen.Kapferer, J. N. (1986). Beyond positioning retailer's identity. Esomar Seminar Proceedings, Brussels, 167–176.Kapferer, J. N. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term: Kogan Page.Kapferer, J. N. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking: Kogan Page.Kim, K. H., Jeon, B. J., Jung, H. S., Lu, W., & Jones, J. (2011). Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image. Journal of Business Research, 64(11), 1207-1211.Kirmani, A. (1997). Advertising Repetition as a Signal of Quality: If It's Advertised So Much, Something Must Be Wrong. Journal of Advertising, 26(3), 77-86.Knox, S., & Freeman, C. (2006). Measuring and Managing Employer Brand Image in the Service Industry. Journal of Marketing Management, 22(7-8), 695-716.Kor, Y. (2003). Experience-Based Top Management Team Competence and Sustained Growth. Organization Science, 14(6), 707-719.Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: the importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727.Labrecque, L. I., & Milne, G. R. (2013). To be or not to be different: Exploration of norms and benefits of color differentiation in the marketplace. Marketing Letters, 24(2), 165-176.Lakhdar, & Sekiou. (2001). Gestion des ressources humaines: De Boeck.Lavidge, J., & Steiner, A. (2000). A Model For Predictive Measurements of Advertising Effectiveness. Advertising &amp; Society Review, 1(1), -.Lee, I. (2011). Modeling the benefit of e-recruiting process integration. Decision Support Systems, 51(1), 230-239.Leech, G. N. (1972). English in Advertising: A Linguistic Study of Advertising in Great Britain: Longman.VIIILeonidas, C. (2009). Rational Versus Emotional Appeals in Newspaper Advertising: Copy, Art, and Lay-out Differences. Journal of promotion management, 15(4), 522-546.Lewis, E. (1900). Getting the Most Out of Business: Observations of the Application of the Scientific Method to Business Practice: Kessinger Publishing.Lievens, F., & Harris, M. (2005). Research on Internet Recruiting and Testing: Current Status and Future Directions International Review of Industrial and Organizational Psychology 2003 (pp. 131-165): John Wiley & Sons, Ltd.Luo, C., Luo, X., Schatzberg, L., & Sia, C. (2013). Impact of informational factors on online recommendation credibility: The moderating role of source credibility. Decision Support Systems, 56(0), 92-102.MacLeod, D. (2009). Employee branding. People management, 15(23), 18-22.Madia, S. A. (2011). Best practices for using social media as a recruitment strategy. Strategic HR Review, 10(6), 19-24.Marchal, E., & Mellet, K. (2007). Job board toolkits: Internet matchmaking and changes in job advertisements. Human Relations, 60(7), 1091-1113.Mason, A., & Belt, A. (2005). Effectiveness of Specificity in Recruitment Advertising. Journal of Management, 12(3), 425-432.Mathews, B. P., & Redman, T. (2001). Recruiting the Wrong Salespeople - Are the Job Ads to Blame? Industrial Marketing Management, 30(7), 541-550.Mesak, H. I., & Calloway, J. A. (1995). A pulsing model of advertising competition: A game theoretic approach, part A - Theoretical foundation. European Journal of Operational Research, 86(2), 231-248.Metz, R. E., & Junion-Metz, G. (1996). Using the World Wide Web and creating home pages: a how-to-do-it manual: Neal-Schuman Publishers.Morley, M. (2009). The Global Corporate Brand Book: Palgrave Macmillan.Navdeep, K., & Pankaj, G. (2011). ABSTRACT Impact of OnlineRecruitment On Recruitment Performance.Neagu, O. (2012). The market value of human capital: an empirical analysis. Economic Science Series,21(2).Neuman, Y., Nave, O., & Dolev, E. (2011). Buzzwords on their way to a tipping-point: A view from the blogosphere. Complexity, 16(4), 58-68.Newell, S., & Henderson, K. (1998). Super Bowl advertising: field testing the importance of advertisement frequency, length and placement on recall. Journal of Marketing Communications, 4(4), 237-248.Nordhielm, L. (2002). The Influence of Level of Processing on Advertising Repetition Effects. The Journal of consumer research, 29(3), 371-382.Ordonez, L. D., Benson, L., 3rd, & Beach, L. R. (1999). Testing the Compatibility Test: How Instructions, Accountability, and Anticipated Regret Affect Prechoice Screening of Options. Organ Behav Hum Decis Process, 78(1), 63-80. doi: 10.1006/obhd.1999.2823Panisoara, G., & Panisoara, I. (2007). Managementul resurselor umane. Editura Polirom Iasi.Pattanayak, B. (2005). HUMAN RESOURCE MANAGEMENT: PHI Learning.Pechmann, C., & Stewart, D. W. (1990). Advertising Repetition: A Critical Review of Wear-in and Wear-out: Marketing Science Institute.Peretti, J. M. (2009). Gestion des ressources humaines: Vuibert.Perkins, A., Thomas, M., & Taylor, A. (2000). Advertising and recruitment: Marketing to minorities. Psychology and Marketing, 17(3), 235-255. doi: 10.1002/(SICI)1520-6793(200003)17:3<235::AID-MAR3>3.0.CO;2-#Peters, K. (2001). Five keys to effective e-cruiting.Petkovic, M. (2007). Employer-Branding: ein markenpolitischer Ansatz zur Schaffung von Präferenzen bei der Arbeitgeberwahl: Hampp.Petty, R. (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. The Journal of consumer research, 10(2), 135-146.IXPetty, R., & Cacioppo, T. (2013). Central and peripheral routes to advertising effectiveness. The moderating role of involvement.Porter, M. E. (1990). The Competitive Advantage of Nations: Free Press.Powell, G. N. (1984). Effects of Job Attributes and Recruiting Practices on Applicant Decisions. Personnel Psychology, 37(4), 721-732. doi: 10.1111/j.1744-6570.1984.tb00536.xQunsheng, K., & Weiwei, W. (2013). The Adjective Frequency in Advertising English Slogans. Theory and Practice in Language Studies, 3(2), 275-284.Ray, M. E. (1971). Recruitment Advertising: A Handbook of Methods and Procedures: Business Books.Reeve, C. L., & Schultz, L. (2004). Job-Seeker Reactions to Selection Process Information in Job Ads. International Journal of Selection and Assessment, 12(4), 343-355.Rentsch, R., & McEwen, H. (2002). Comparing Personality Characteristics, Values, and Goals as Antecedents of Organizational Attractiveness. International Journal of Selection and Assessment, 10(3), 225-234. doi: 10.1111/1468-2389.00212Rossiter, J. R., & Percy, L. (1987). Advertising and promotion management: McGraw-Hill book Com.Salsbury, M. (2013). Human Capital Management: Leveraging Your Workforce for a Competitive Advantageage: Createspace Independent Pub.Saxena, A., & Khanna, U. (2013). Advertising on Social Network Sites: A Structural Equation Modelling Approach. Vision: The Journal of Business Perspective, 17(1), 17-25.Schmitt, B. (2012). The consumer psychology of brands. Journal of consumer psychology, 22(1), 7-17.Schmitt, B., & Simonson, A. (1997). Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image. Design Issues, 15(1), 81-82.Shrum, L. J. (2012). The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion: Routledge.Slywotzky, A. (1999). How Digital Is Your Business ? : Must Read Summaries.Snell, S., & Bohlander, G. (2012). Managing Human Resources: Cengage Learning.Sponheuer, B., & Kirchgeorg, P. D. M. (2010). Employer Branding als Bestandteil einer ganzheitlichen Markenführung: Gabler Verlag.Tovstiga, G., & Tulugurova, E. (2009). Intellectual capital practices: a four-region comparative study. Journal of Intellectual Capital, 10(1), 70-80.Tracy, B. (2001). Hire and Keep the Best People: 21 Practical & Proven Techniques You Can Use Immediately! : Berrett-Koehler Publishers.Turban, D., & Dougherty, W. (1992). Influences of Campus Recruiting on Applicant Attraction to Firms. The Academy of Management Journal, 35(4), 739-765.Unisys. (2010). Social Recruiting the Unisys Way. URL: http://blogs.unisys.com/2010/11/16/social-recruiting-the-unisys-way/ (14/04/2014)Vaughn, R. (1980). How Advertising Works: A Planning Model. .. putting it all together. Advertising &amp; Society Review, 1(1),Veryzer, R. W. (1995). The place of product design and aesthetics in consumer research. In F. R. Kardes & M. Sujan (Eds.), Advances in Consumer Research, Vol Xxii (Vol. 22, pp. 641-645).Vishal, S., Rajesh, B., & Bhupendra, V. (2012). A Framework for Improving Target Marketing Using Collaborative Data Mining Approach.Vivek, J. (2010). HR marketing. URL: http://www.recruitingblogs.com/profiles/blogs/hr-marketing (03/04/2014)Vytautas, & Janonis. (2007). Relationship of Brand Identity and Image. Engineering Economics, 1, 69-79.Walker, H. J., Feild, H., Giles, W., & Bernerth, J. (2008). The interactive effects of job advertisement characteristics and applicant experience on reactions to recruitment messages. Journal of Occupational and Organizational Psychology, 81(4), 619-638.Wilden, Gudergan, & Lings. (2010). Employer branding: strategic implications for staff recruitment. Journal of Marketing Management, 26(1-2), 56-73.Williams, R. (2008). The Non-Designer's Design Book: Pearson Education.Williamson, I. O., King, J. E., Lepak, D., & Sarma, A. (2010). Firm reputation, recruitment web sites, and attracting applicants. Human Resource Management, 49(4), 669-687. 

Universiteit of Hogeschool
Toegepaste Economische Wetenschappen-Marketing
Publicatiejaar
2014
Kernwoorden
Share this on: