000			01877cam a2200277 4500500
005			20250112063746.0
041			_afre
042			_adc
100	1	0	_aFueyo, Céline _eauthor
245	0	0	_aPromoting the employer brand on professional social networks through recruitment communication: Best practices
260			_c2021.
500			_a75
520			_aThis research explores recruitment communication (RC) on professional social networks as an instrument of influence able to affect potential employees' attitudes and behaviors regarding employer brand (EB). Drawing on advertising effectiveness theories through an HR marketing approach, a four-step qualitative analysis was conducted with potential employees, leading us to recommend to marketing and HR managers a code of good practice for the conception of RC. More specifically, the results show that: 1) RC is considered as useful by potential employees; 2) binomial RC is more attractive and persuasive than partial RC; 3) binomial RC creating a) positive moods, b) a strong self-projection, and c) a perception of saved time and reduced risk of error, have a positive impact on EB perception and favor intention-for-interaction. This paper opens new directions of research in the field of HR marketing regarding EB digital communication.
690			_aprofessional social networks
690			_aemployer brand
690			_apotential employees
690			_arecruitment communication
690			_aHR marketing
690			_aprofessional social networks
690			_aemployer brand
690			_acommunication of recruitment
690			_apotential employees
690			_aHR marketing
786	0		_nVie & sciences de l'entreprise | o 211-212 | 1 | 2021-07-29 | p. 182-202 | 2262-5321
856	4	1	_uhttps://shs.cairn.info/journal-vie-et-sciences-de-l-entreprise-2021-1-page-182?lang=en
999			_c235205 _d235205