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Marketing video-enabled social media as part of your e-recruitment strategy: Stop trying to be trendy

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  • van Esch, Patrick
  • Mente, Margaret

Abstract

In the war for talent, many organizations have started marketing the use of social media as a platform to communicate with and attract talent as part of their e-recruitment strategy. Recently, some of those organizations have begun replacing part of the e-recruitment process with social media platforms with video, such as Snapchat. Technology continues to advance and social media use has largely become an acceptable method for people to communicate, share ideas, and portray themselves both personally and professionally. Participants (n = 535) were surveyed regarding whether they would apply to an organization that marketed video-enabled social media as part of their hiring process, as well as their privacy concerns and attitude towards an organizations perceived trendiness. The results indicate that whilst privacy concerns exist, if organizations are only using video-enabled social media as part of their e-recruitment strategy to be perceived as ‘trendy’, then applicants are less likely to apply for the job.

Suggested Citation

  • van Esch, Patrick & Mente, Margaret, 2018. "Marketing video-enabled social media as part of your e-recruitment strategy: Stop trying to be trendy," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 266-273.
    • Handle: RePEc:eee:joreco:v:44:y:2018:i:c:p:266-273
    DOI: 10.1016/j.jretconser.2018.06.016
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    References listed on IDEAS

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    Cited by:

    1. Dung Minh Nguyen & Yen-Ting Helena Chiu & Huy Duc Le, 2021. "Determinants of Continuance Intention towards Banks’ Chatbot Services in Vietnam: A Necessity for Sustainable Development," Sustainability, MDPI, vol. 13(14), pages 1-24, July.
    2. Xu, Yingzi & Shieh, Chih-Hui & van Esch, Patrick & Ling, I-Ling, 2020. "AI customer service: Task complexity, problem-solving ability, and usage intention," Australasian marketing journal, Elsevier, vol. 28(4), pages 189-199.
    3. John Donnellan & Melanie McDonald & Michael Edmondson, 2020. "Impact of Social Media on Consumer Buying Patterns," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 12(3), pages 1-71, September.
    4. van Esch, Patrick & Black, J. Stewart, 2019. "Factors that influence new generation candidates to engage with and complete digital, AI-enabled recruiting," Business Horizons, Elsevier, vol. 62(6), pages 729-739.
    5. Daniel Hoppe, 2021. "Argument-Based Versus Emotion-Based Videos During the Early Stages of Recruitment: Effects on Perceived Employer Brand Image, Application Intentions, and Positive Word-of-Mouth," Corporate Reputation Review, Palgrave Macmillan, vol. 24(1), pages 31-47, February.
    6. Black, J. Stewart & van Esch, Patrick, 2021. "AI-enabled recruiting in the war for talent," Business Horizons, Elsevier, vol. 64(4), pages 513-524.
    7. Ruparel, Namita & Bhardwaj, Seema & Seth, Himanshu & Choubisa, Rajneesh, 2023. "Systematic literature review of professional social media platforms: Development of a behavior adoption career development framework," Journal of Business Research, Elsevier, vol. 156(C).
    8. Black, J. Stewart & van Esch, Patrick, 2020. "AI-enabled recruiting: What is it and how should a manager use it?," Business Horizons, Elsevier, vol. 63(2), pages 215-226.

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