Abstract
Purpose 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.
Highlights
According to Judy (1999), the demand for highly skilled and well-educated employees is constant, which subsequently leads to an increase in the educational requirements for both specialists and entry-level employees. Elving, Westhoff, Meeusen, & Schoonderbeek (2013)© Dalvia Rodrigues and Luis F
Digital marketing tools which are more relevant for the decision to apply for a job Digital marketing tools owned by the company LinkedIn Company’s website Reasons why they are the most relevant i) More information ii) More trustworthy and professional iii) More personalised and interactive iv) Direct contact with the recruiter v) Other tools redirect to them Digital marketing tools earned by the company University’s platform Job boards Reasons why they are the most relevant i) Quantity of job offers ii) Discover new companies and job functions iii) Unaware of other platforms 1.4
Digital marketing tools used to apply for a job Indifferent Digital marketing tools owned by the company Company’s website LinkedIn i) An easy-to-apply tool ii) Redirects to the company website or email address Reasons why they are the most relevant i) More trustworthy and professional ii) Security Digital marketing tools earned by the company University’s platform 1.5
Summary
According to Judy (1999), the demand for highly skilled and well-educated employees is constant, which subsequently leads to an increase in the educational requirements for both specialists and entry-level employees. Elving, Westhoff, Meeusen, & Schoonderbeek (2013)© Dalvia Rodrigues and Luis F. According to Judy (1999), the demand for highly skilled and well-educated employees is constant, which subsequently leads to an increase in the educational requirements for both specialists and entry-level employees. Elving, Westhoff, Meeusen, & Schoonderbeek (2013). Published in European Journal of Management Studies. The full terms of this licence maybe seen at http://creativecommons.org/licences/by/4.0/legalcode
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