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The influence of digital marketing on recruitment effectiveness

2020-12-16Artigo científico Acesso aberto
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dc.contributor.authorRodrigues, Dalvia
dc.contributor.authorMartinez, Luis F.
dc.contributor.institutionNOVA School of Business and Economics (NOVA SBE)
dc.contributor.pblEmerald Publishing Limited
dc.date.accessioned2021-01-19T23:32:25Z
dc.date.available2021-01-19T23:32:25Z
dc.date.issued2020-12-16
dc.description
dc.description.abstractPurpose The purpose of this paper is to unfold how different digital marketing tools and strategies influence recruitment effectiveness. More specifically, it focusses on understanding if, and how, information sources’ credibility, content marketing, and organisational reputation influence candidates’ decision to apply for a job in the Portuguese market. Design/methodology/approach A qualitative research, aligned with a content analysis, was conducted to focus on the insights from the 21 participants interviewed, to understand their thoughts and experiences regarding the subject. Findings The results show that digital marketing tools owned by the company are seen to be more credible and more relevant for the job application decision. LinkedIn is considered to be a more credible platform for advertising job openings than Facebook. In terms of content marketing, LinkedIn has a positive influence on candidates’ decision, as well as companies’ reputation. Practical implications This study provides practical implications which are useful for both HR and marketing managers, namely, the implementation of an integrated marketing communication strategy, the reinforcement of the company’s website and LinkedIn page and a presence on universities’ platforms, and also in terms of the information that content marketing should focus on. Originality/value This research paper incorporates marketing insights into a well-known HRM subject – recruitment, and thus adds further knowledge to the literature and prepares the ground for researchers who wish to explore this subject further.en
dc.description.versionpublishersversion
dc.description.versionpublished
dc.format.extent273238
dc.identifier.doi10.1108/EJMS-09-2020-002
dc.identifier.issn2183-4172
dc.identifier.otherPURE: 27095296
dc.identifier.otherPURE UUID: ab578bf5-bad6-4ac8-9149-bed5d31eda78
dc.identifier.othercrossref: 10.1108/EJMS-09-2020-002
dc.identifier.otherORCID: /0000-0002-9554-5374/work/86022133
dc.identifier.urihttp://hdl.handle.net/10362/110456
dc.language.isoeng
dc.peerreviewedyes
dc.relationfunding agencies
dc.relationFCT-Fundação para a Ciência e a Tecnologia
dc.relationUID/ECO/00124/2013
dc.relationNova School of Business and Economics
dc.relationNova School of Business and Economics
dc.relationand Social Sciences DataLab
dc.relationLISBOA-01–0145-FEDER-022209
dc.relationPOR Lisboa
dc.relationLISBOA-01–0145-FEDER-007722
dc.relationLISBOA-01–0145-FEDER-022209
dc.relationand POR Norte
dc.relationLISBOA-01–0145-FEDER-022209
dc.titleThe influence of digital marketing on recruitment effectivenessen
dc.title.subtitlea qualitative studyen
dc.typejournal article
degois.publication.firstPage23
degois.publication.issue1
degois.publication.lastPage44
degois.publication.titleEuropean Journal of Management Studies
degois.publication.volume25
dspace.entity.typePublication
oaire.awardNumberUID/ECO/00124/2013
oaire.awardNumberUID/ECO/00124/2019
oaire.awardTitleNova School of Business and Economics
oaire.awardTitleNova School of Business and Economics
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2019/PT
oaire.fundingStream6817 - DCRRNI ID
oaire.fundingStream6817 - DCRRNI ID
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccess
relation.isProjectOfPublication644a3f4f-817b-4d0d-aba6-f98cdca28bc7
relation.isProjectOfPublicationcbde310d-fc8e-4b67-a0dd-e61df619ea3d
relation.isProjectOfPublication.latestForDiscoverycbde310d-fc8e-4b67-a0dd-e61df619ea3d

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