Unveiling the power of word-of-mouth in pre-recruitment employer branding strategy during COVID-19

IF 2.7 3区 管理学 Q2 INDUSTRIAL RELATIONS & LABOR
Sofia Panagiotidou, Dimitrios Mihail, Anastasia A. Katou
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引用次数: 0

Abstract

Purpose

This study, based on signaling theory, examines the pre-recruitment employer branding strategy during the COVID-19 pandemic. It investigates the relationship between spontaneous word-of-mouth (WOM) recommendations for companies and prospective candidates' job application intentions. Specifically, the study explores serial mechanisms mediating the characteristics of company online career pages, including the perceived informativeness of online job advertisements (ads), candidates' preferences for its web approach to them and the company’s reputation.

Design/methodology/approach

Reflecting prospective candidates from students and young alumni of universities, partial least squares structural equation modeling (PLS-SEM) was employed on a sample of 737 individuals representing various fields of study from Greek universities.

Findings

The findings highlight the effectiveness of positive WOM recommendations during the initial stages of recruitment, particularly amidst COVID-19 challenges in the labor market, notably impacting young candidates. The study suggests that spontaneous WOM, originating from trustful sources, motivates job seekers to actively engage with the company’s web career channels, seeking information and favorable indications of the company’s approach toward its candidates. Positive WOM, combined with informative content and a friendly communication style, plays a critical role in shaping the company’s reputation. Consequently, this encouragement motivates individuals to start their job search efforts and consider applying for positions within the specific organization.

Practical implications

This research provides valuable empirical evidence in the pre-recruitment field, particularly in unforeseen crisis circumstances such as the COVID-19 pandemic. It examines how spontaneous, positive WOM from sources, like peers and alumni, significantly influences young job seekers' perceptions and preferences regarding the company’s career web channels as sources of information and signals about working conditions. The combination of positive WOM with informative content and a friendly communication style in the web approach plays a crucial role in shaping a positive company reputation. Consequently, this encourages candidates to consider applying for positions within the company.

Originality/value

This research contributes to pre-recruitment studies, especially amidst crises like COVID-19. It examines how positive WOM from trusted sources like peers and alma mater alumni influences young job seekers' views on the company’s career web channels. By emphasizing the importance of combining positive WOM with informative web content and a friendly communication style, the study offers insights into effective recruitment strategies. It highlights the significance of positive and spontaneous WOM in attracting young talent and its impact on job seekers' decision-making, even in uncertain conditions. Overall, it advances recruitment practices for attracting candidates.

在 COVID-19 期间揭示招聘前雇主品牌战略中的口碑力量
目的 本研究以信号传递理论为基础,探讨了在 COVID-19 大流行期间招聘前的雇主品牌战略。研究探讨了企业自发口碑(WOM)推荐与潜在求职者求职意向之间的关系。具体而言,该研究探讨了公司在线职业页面特征的系列中介机制,包括在线招聘广告(广告)的可感知信息量、应聘者对其网络方式的偏好以及公司的声誉。研究结果研究结果突出了在招聘的初始阶段,特别是在劳动力市场面临 COVID-19 挑战的情况下,积极的 WOM 推荐的有效性,尤其是对年轻求职者的影响。研究表明,来自可信来源的自发 WOM 会促使求职者积极参与公司的网络职业渠道,寻求信息和公司对求职者的有利暗示。积极的 WOM 与信息丰富的内容和友好的沟通方式相结合,在塑造公司声誉方面起着至关重要的作用。这项研究为招聘前领域提供了宝贵的经验证据,尤其是在 COVID-19 大流行等不可预见的危机情况下。研究探讨了来自同行和校友等来源的自发、积极的 WOM 如何显著影响年轻求职者对公司职业网络渠道作为工作条件信息和信号来源的看法和偏好。积极的 WOM 与信息丰富的内容和友好的沟通方式相结合,在塑造公司良好声誉方面发挥了至关重要的作用。原创性/价值 本研究为招聘前研究做出了贡献,尤其是在 COVID-19 等危机中。它探讨了来自同行和母校校友等可信来源的正面口碑如何影响年轻求职者对公司职业网络渠道的看法。通过强调将积极的 WOM 与信息丰富的网络内容和友好的沟通方式相结合的重要性,该研究为有效的招聘策略提供了启示。它强调了积极和自发的 WOM 在吸引年轻人才方面的重要性,以及它对求职者决策的影响,即使是在不确定的条件下。总之,它推动了吸引求职者的招聘实践。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Employee Relations
Employee Relations Multiple-
CiteScore
6.50
自引率
8.80%
发文量
69
期刊介绍: ■Communication, participation and involvement ■Developments in collective bargaining ■Equal opportunities ■Health and safety ■HRM ■Industrial relations and employment protection law ■Industrial relations management and reform ■Organizational change and people ■Personnel and recruitment ■Quality of working life
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