How communication within job ads influence application rate

Abstract

Becoming an employer of choice is a top priority for many consulting firms, and a challenge for the ones with low brand awareness. This thesis aims to investigate the impact of communicating specific elements, considered key to target candidates, in job ads on application rates. By combining qualitative and quantitative analysis, research identifies the effect of communicating information about compensation package, attractive work-life balance, and attractive compensation for the working hours. Recommendations on adding value to a company’s proposition and, subsequently, effectively communicating it are given, and contribute to literature aiding organizations in enhancing talent conversion efforts.