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Personality or skill: a qualitative study of humorous recruitment advertising campaign on social media

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  • Eeva-Liisa Oikarinen
  • Jaakko Sinisalo

Abstract

The aim of this paper is to understand the challenges and opportunities of using humour in a recruitment advertising campaign. In this study, we approach through a case study the social media recruiting campaign of a high-profile company operating in the architecture industry. The campaign used humour as a device when seeking the right person. The main empirical data were collected through a qualitative open-ended questionnaire targeted at 28 potential job seekers at the architect firm to understand how the humorous recruitment campaign and recruitment ads were perceived by potential job seekers. In addition, an interview with the office manager regarding the goals of the recruitment advertising campaign was conducted, and statistics provided by Facebook and Google Analytics were interpreted. This study provides managers a new understanding of and suggestions regarding the challenges and opportunities of using humour as a marketing device in recruitment advertising campaigns.

Suggested Citation

  • Eeva-Liisa Oikarinen & Jaakko Sinisalo, 2017. "Personality or skill: a qualitative study of humorous recruitment advertising campaign on social media," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 11(1), pages 22-43.
    • Handle: RePEc:ids:ijimad:v:11:y:2017:i:1:p:22-43
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    Cited by:

    1. Eeva-Liisa Oikarinen, 2023. "The Boundaries of a Small Company’s Human Voice: Insights into Dark Humour in Internet Recruitment Advertising," Corporate Reputation Review, Palgrave Macmillan, vol. 26(3), pages 223-241, August.

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