This article examines the influence of a job recruitment advertisement personalized with a recipient's name and photograph on the visual attention to the advertisement, the attitudes toward the ...advertisement and, ultimately, job-pursuit intentions. Perceived ad intrusiveness and attitudinal persuasion knowledge may function as parallel mediators of visual attention and attitude toward the advertisement, with personal privacy concerns as a moderator of this relationship. In a between-subjects eye-tracking experiment, 72 participants view an advertisement on LinkedIn that is either personalized or not personalized. Although the participants fixate on the personalized advertisement more frequently and view it longer, they do not notice it faster or return to it more frequently. Furthermore, enhanced visual attention augments perceived intrusiveness, regardless of participants' levels of privacy concern, and decreases attitudinal persuasion knowledge for those who are less concerned about privacy.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
While targeting job postings is a common practice for recruiters, they can now personalize their ads by embedding the recipients' names and photographs in the advertisement. Research shows divergent ...results on the effects of personalization. This experiment, conducted among 236 participants, assesses the combined effect of recruitment advertisement personalization and job targeting on attitudinal reactions. Our results show that personalization and targeting help increase self‐referencing, which in turn positively influences the attitude about the advertisement, click intention, and job‐pursuit intention. However, personalization has a negative main effect on these attitudinal reactions.
Résumé
Alors que le ciblage d'une offre d'emploi est une pratique courante pour les recruteurs, ils peuvent désormais personnaliser leurs publicités en y intégrant le prénom et la photographie des destinataires. La recherche présentant des résultats contrastés sur les effets de la personnalisation, une expérimentation réalisée auprès de 236 participants évalue l’effet combiné de la personnalisation d’une publicité de recrutement et du ciblage de l’offre d’emploi sur leurs réponses attitudinales. Les résultats montrent que la personnalisation et le ciblage contribuent à générer de la référence à soi qui influence à son tour positivement l’attitude vis‐à‐vis de la publicité, l’intention de cliquer et l’intention de poursuivre le processus de recrutement. En revanche, la personnalisation exerce un effet négatif sur ces réponses attitudinales. This article is protected by copyright. All rights reserved.
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FZAB, GIS, IJS, KILJ, NLZOH, NUK, OILJ, SAZU, SBCE, SBMB, UL, UM, UPUK
Abstract
While targeting job postings is a common practice for recruiters, they can now personalize their ads by embedding the recipients' names and photographs in the advertisement. Research shows ...divergent results on the effects of personalization. This experiment, conducted among 236 participants, assesses the combined effect of recruitment advertisement personalization and job targeting on attitudinal reactions. Our results show that personalization and targeting help increase self‐referencing, which in turn positively influences the attitude about the advertisement, click intention, and job‐pursuit intention. However, personalization has a negative main effect on these attitudinal reactions.
Résumé
Alors que le ciblage d'une offre d'emploi est une pratique courante pour les recruteurs, ils peuvent désormais personnaliser leurs publicités en y intégrant le prénom et la photographie des destinataires. La recherche présentant des résultats contrastés sur les effets de la personnalisation, une expérimentation réalisée auprès de 236 participants évalue l'effet combiné de la personnalisation d'une publicité de recrutement et du ciblage de l'offre d'emploi sur leurs réponses attitudinales. Les résultats montrent que la personnalisation et le ciblage contribuent à générer de la référence à soi qui influence à son tour positivement l'attitude vis‐à‐vis de la publicité, l'intention de cliquer et l'intention de poursuivre le processus de recrutement. En revanche, la personnalisation exerce un effet négatif sur ces réponses attitudinales.
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FZAB, GIS, IJS, KILJ, NLZOH, NUK, OILJ, SAZU, SBCE, SBMB, UL, UM, UPUK
Purpose
– Based on generational theory, this research studies the preferences of French young graduates from Generation Y for job and organizational attributes of a future employer. The purpose of ...this paper is to contribute to the debate on the inter- vs intragenerational differences and discusses the common stereotype of an intragroup homogeneity within the Generation Y.
Design/methodology/approach
– Reviewing generation and job search literature, the paper update graduates’ preferences for job and organizational attributes in their initial job search by using conjoint analysis, a rarely used methodology in human resource management (HRM). To test the intragroup homogeneity and to overcome methodological difficulties inherent in examining differences within a generational cohort, the paper operationalized a homogeneous sample (n=592) composed of people of the same age, career stage, cohort and nationality.
Findings
– The authors demonstrate that, even if on the whole young graduates from Generation Y prefer job security and a relaxed work atmosphere, their preferences are heterogeneous.
Research limitations/implications
– This research leads to discuss the relevance of the concept of Generation Y for recruitment. Additional research is needed to improve the external validity of this study which must be reproduced in other contexts and with different populations.
Practical implications
– The results provide useful information to assist HR managers and recruitment specialists in improving the efficiency of the recruitment process and in considering the relevant segmentation criteria for recruitment.
Originality/value
– Using an original methodology, conjoint analysis, this paper focusses on the heterogeneity of Generation Y and its consequences in terms of HRM.
At a time of critical talent shortages and environmental challenges, it is necessary to increase understanding of how green employer certification (GEC), as an ethical market signal, affects job ...seekers' perceptions. This study examines whether the relationship between GEC in recruitment advertisements and organizational attractiveness is mediated by firms' perceived prestige and person‐organization (PO) fit and if it varies according to firm ownership (i.e., investor‐owned vs. member‐owned). Results from a controlled online experiment firstly show that the communication of GEC has an indirect positive influence on organizational attractiveness via the mediating effects of perceived prestige and perceived PO fit. Secondly, depending upon firm ownership, people interpret the same certification differently: the communication of GEC thus has an indirect influence on organizational attractiveness and significantly improves firms' perceived prestige and PO fit among member‐owned firms but not among investor‐owned firms. Hence, practitioners should consider the value of including environmental certification in their recruitment advertising strategy while considering the issue of firm ownership.
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BFBNIB, FZAB, GIS, IJS, KILJ, NLZOH, NUK, OILJ, SAZU, SBCE, SBMB, UL, UM, UPUK
To attract talent, companies might use employer labels (e.g. ‘Great Place to Work’ and ‘ecologically responsible’) in their recruitment advertisements. This study investigates whether the resulting ...attractiveness of organizations to job candidates might be (1) moderated by the organization’s governance mode (cooperative vs publicly traded) and (2) mediated by candidates’ perceptions of the organization’s prestige and person–organization fit. A survey of 320 respondents shows that, regardless of governance mode, communicating a ‘Great Place to Work’ label improves organizational attractiveness to candidates, by increasing their perceptions of its prestige and person–organization fit. Furthermore, listed companies that communicate this label are more attractive than those that rely on an ‘Ecological’ label.
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NUK, OILJ, SAZU, UKNU, UL, UM, UPUK
While targeting job postings is a common practice for recruiters, they can now personalize their ads by embedding the recipients' names and photographs in the advertisement. Research shows divergent ...results on the effects of personalization. This experiment, conducted among 236 participants, assesses the combined effect of recruitment advertisement personalization and job targeting on attitudinal reactions. Our results show that personalization and targeting help increase self‐referencing, which in turn positively influences the attitude about the advertisement, click intention, and job‐pursuit intention. However, personalization has a negative main effect on these attitudinal reactions.
Résumé
Alors que le ciblage d'une offre d'emploi est une pratique courante pour les recruteurs, ils peuvent désormais personnaliser leurs publicités en y intégrant le prénom et la photographie des destinataires. La recherche présentant des résultats contrastés sur les effets de la personnalisation, une expérimentation réalisée auprès de 236 participants évalue l'effet combiné de la personnalisation d'une publicité de recrutement et du ciblage de l'offre d'emploi sur leurs réponses attitudinales. Les résultats montrent que la personnalisation et le ciblage contribuent à générer de la référence à soi qui influence à son tour positivement l'attitude vis‐à‐vis de la publicité, l'intention de cliquer et l'intention de poursuivre le processus de recrutement. En revanche, la personnalisation exerce un effet négatif sur ces réponses attitudinales.
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FZAB, GIS, IJS, KILJ, NLZOH, NUK, OILJ, SAZU, SBCE, SBMB, UL, UM, UPUK
8.
Meta-Analysis for Marketing Research Laroche, Patrice; Soulez, Sébastien
Recherche et applications en marketing (English edition),
03/2012, Volume:
27, Issue:
1
Journal Article
Peer reviewed
Open access
The aim of this paper is to present and illustrate the procedure to follow when a researcher wants to use meta-analysis in marketing research. Meta-analysis is the statistical analysis of a large ...collection of results from individual studies for the purpose of integrating the findings. Meta-analysis offers new opportunities for integrating and combining the contradictory outcomes of studies and for analyzing variance in effect sizes across findings.
After a description of the different stages of meta-analysis, two applications of meta-analytic procedure in marketing are presented and recommendations are suggested for marketing researchers who want to perform a meta-analysis accurately.
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NUK, OILJ, SAZU, UKNU, UL, UM, UPUK
Recruiters are faced with the challenge of replacing departing skillsets as older workers retire. To tackle this task of attracting new employees, recruiters often use advertising. Various employment ...platforms offer the option to personalize such employment ads by integrating individuals' names and photographs in their ads. This research examines recruitment ad personalization effects on individuals' responses under consideration of the mediating roles of perceived considerate treatment and reactance to the advertisement between ad personalization and organizational attractiveness, the latter being a means to increase job-pursuit intention and click intention. Across three between-subjects online experiments, we show that personalized job advertisements increase organizational attractiveness via a perception of being treated considerately by an organization. Perceived considerate treatment furthermore mitigates reactance effects on recipient responses and leads to increased click and job pursuit intentions. For some types of personalization, individuals' sense of uniqueness reinforces the positive effect of personalization on perceived considerate treatment.
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BFBNIB, NUK, PILJ, SAZU, UL, UM, UPUK
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