Knowledge management in HRM: so that the content of job offers could attract more candidates

The fundamental aim of the research was to deepen knowledge of the influence of developing the wording of job offers on the number of candidates responding to them. It stems from the overarching aim consisting in improving human resource management (HRM) by knowledge management (KM) related to the job market and job seekers' reactions to information concerning competence requirements published in job offers. The specific objective was to answer two questions: are there words in job offers that increase the number of job seekers, and whether this number is dependent on the length of the wording of the selected module of an offer. Particular attention was paid to positive words. It was checked whether their number in relation to the number of all words in an offer matters. In order to answer the research questions, text processing methods such as tokenization and lemmatization were first used, followed by the analysis by means of such statistical methods as the chi-square test (χ^2) and the Mann-Whitney U test. The obtained research results allowed to illustrate job seekers’ preferences. It was noted that the length of an offer is also important. However, it was not possible to confirm the assumption that positive words increase the attractiveness of an offer. Despite the limitations of a little diversified database (candidates were dominated by young people with little work experience), the research brought new value to competence and human resource management. The research resulted in extending the scope of knowledge on the use of the analysis of job offers in the area of effective communication with candidates for work in organizations.