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- W2955392457 abstract "The purpose of this study is to examine how potential applicants' exposure to an organization's social media page relates to their subsequent organizational attractiveness perceptions and word-of-mouth intentions. Based on signaling theory and the theory of symbolic attraction, we propose that potential applicants rely on perceived communication characteristics of the social media page (social presence and informativeness) as signals of the organization's employer brand personality (warmth and competence), which in turn relate to organizational attractiveness and word-of-mouth. Data were gathered in a simulated job search process in which final-year students looked for an actual job posting and later visited an actual organization's social media page. In line with our hypotheses, results show that the perceived social presence of a social media page was indirectly positively related to attractiveness and word-of-mouth through its positive association with perceived organizational warmth. Perceived informativeness was indirectly positively related to these outcomes through its positive association with perceived organizational competence. In addition, we found that social presence was also directly positively related to organizational attractiveness. These findings suggest that organizations can use social media pages to manage key recruitment outcomes by signaling their employer brand personality." @default.
- W2955392457 created "2019-07-12" @default.
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- W2955392457 date "2019-12-01" @default.
- W2955392457 modified "2023-10-05" @default.
- W2955392457 title "Attracting applicants through the organization's social media page: Signaling employer brand personality" @default.
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- W2955392457 doi "https://doi.org/10.1016/j.jvb.2019.103326" @default.
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