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The influence of digital marketing on recruitment effectiveness : a qualitative study
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Autores
Orientador(es)
Resumo(s)
Purpose – The purpose of this paper is to unfold how different digital marketing tools and strategies
influence recruitment effectiveness. More specifically, it focusses on understanding if, and how, information
sources’ credibility, content marketing, and organisational reputation influence candidates’ decision to apply
for a job in the Portuguese market.
Design/methodology/approach – A qualitative research, aligned with a content analysis, was
conducted to focus on the insights from the 21 participants interviewed, to understand their thoughts and
experiences regarding the subject.
Findings – The results show that digital marketing tools owned by the company are seen to be more
credible and more relevant for the job application decision. LinkedIn is considered to be a more credible
platform for advertising job openings than Facebook. In terms of content marketing, LinkedIn has a positive
influence on candidates’ decision, as well as companies’ reputation.
Practical implications – This study provides practical implications which are useful for both HR and
marketing managers, namely, the implementation of an integrated marketing communication strategy, the
reinforcement of the company’s website and LinkedIn page and a presence on universities’ platforms, and also
in terms of the information that content marketing should focus on.
Originality/value – This research paper incorporates marketing insights into a well-known HRM
subject – recruitment, and thus adds further knowledge to the literature and prepares the ground for
researchers who wish to explore this subject further.
Descrição
Palavras-chave
Digital marketing Brand relationships Corporate reputation Recruitment Job advertisement
Contexto Educativo
Citação
Rodrigues, Dalvia e Luiz F. Martinez (2020). "The influence of digital marketing on recruitment effectiveness : a qualitative study". European Journal of Management Studies, 25(1):23-44
Editora
Emerald