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Web‐based corporate, social and video recruitment media: Effects of media richness and source credibility on organizational attraction
Author(s) -
Frasca Keely J.,
Edwards Martin R.
Publication year - 2017
Publication title -
international journal of selection and assessment
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.812
H-Index - 61
eISSN - 1468-2389
pISSN - 0965-075X
DOI - 10.1111/ijsa.12165
Subject(s) - credibility , source credibility , attraction , perception , psychology , social media , species richness , social psychology , advertising , business , computer science , political science , world wide web , paleontology , philosophy , linguistics , neuroscience , law , biology
Despite the high use of social media in graduate recruitment campaigns, research has yet to examine how it compares with websites and videos in influencing job seekers’ reactions. Drawing from recruitment, media richness, and source credibility theories, we proposed that the media used to present recruitment material would influence organizational attraction via perceptions of media richness and source credibility. Results of a between‐subjects study, with 342 participants holding or working toward a degree, show that when a standardized recruitment message is delivered via Facebook, video, or text‐based webpage media, there are significant between‐media richness and source credibility differences. Furthermore, particular media richness features were positively related to perceptions of source credibility, and source credibility perceptions were positively related to organizational attraction. Implications for organizations’ online recruitment campaigns are discussed.