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The influence of digital marketing strategies on recruitment effectiveness
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| 1.88 MB | Adobe PDF |
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Resumo(s)
The present study was set to incorporate marketing insights into a well-known HRM subject – recruitment –, unfolding how different digital marketing strategies influence recruitment effectiveness. More specifically, it focused on understanding if, and how, information sources’ credibility, content marketing and organizational reputation influence candidates’ decision to apply for a job on the Portuguese market. A qualitative research, aligned with a content analysis, was conducted to focus on the insights from participants’ thoughts and experiences regarding the subject. The provided results offer clear and practical understandings for managers of how candidates are influenced throughout the recruitment process and how management should adapt – for instance implementing an integrated marketing communication strategy. Besides, the study adds further knowledge to the literature and sets the ground for researchers who wish to further explore this subject.
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Recruitment Digital marketing Job advertisement