The Impact of Corporate Image in the Community Recruitment on the Attraction of Organizational Talent: Moderation Effect of Advertising Photo

• Main Authors: Lin, Yu-Chi, 林育綺
• Other Authors: Suen, Hung-Yue
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/5sn5hz

碩士 === 國立臺灣師範大學 === 科技應用與人力資源發展學系 === 106 === Recruitment is one of the most important aspects in the human resource management field. As rapid development of information technology, the social network site also has become an important recruitment and selection channel for many organizations. Notably, as a business oriented social network site, LinkedIn is the largest professional online community in the globe. LinkedIn. The online community provides services such as job search, recruitment, recommendation, and relationship building. Organizations can create their company or career pages and advertisement on LinkedIn to attract target audiences to become followers, and share valuable content, especially photos, to establish an employer brand image. However, since companies spend a lot of resources on LinkedIn to showcase their photos, it is still unclear what kind of photos they can post to effectively enhance the appeal of the organization. Accordantly, the purpose of this research is to investigate whether the application of advertising photos on the LinkedIn career pages can influence candidates’ willingness or intentions to apply for jobs. The results of hierarchical regression analysis found that：(1)Job seekers’ perceptions of corporate image will positively affect their effectiveness or interest in the company. (2)The interaction of corporate product attitude and entity presentation has a regulatory effect on the attractiveness of the organization’s talents. (3) The interaction between the business attitude and the image of the enterprise has no significant effect on the attractiveness of the organization talents. (4).According to the results, this research aims to discuss what kinds of photos an employer should post on LinkedIn in order to enhance the attractiveness of the organization for research and practical implication.