Nieuwe werknemers aantrekken via sociale media - een online experiment

Lisa Scheirlinck
Sociale media zijn alomtegenwoordig vandaag de dag, en ook bedrijven beginnen de voordelen ervan in te zien omdat zoveel mensen er gebruik van maken. In deze masterproef worden vacatures in de krant Metro vergeleken met vacatures op sociale media, meer bepaald Facebook en LinkedIn. Deze sociale media werden gekozen omdat LinkedIn eerder voor professionelen is en Facebook meer voor in de vrije tijd.

Nieuwe werknemers aantrekken via sociale media - een online experiment

Sociale media zijn alomtegenwoordig vandaag de dag, en ook bedrijven beginnen de voordelen ervan in te zien omdat zoveel mensen er gebruik van maken. In deze masterproef worden vacatures in de krant Metro vergeleken met vacatures op sociale media, meer bepaald Facebook en LinkedIn. Deze sociale media werden gekozen omdat LinkedIn eerder voor professionelen is en Facebook meer voor in de vrije tijd. De meeste onderzoeken gaan over de vergelijking tussen aanwerving via websites en via kranten, maar het is ook belangrijk om vacatures op sociale media te vergelijken met vacatures in kranten omdat dit een recenter fenomeen is. Naast het medium werd ook de invloed van de sector onderzocht op de attitude tegenover het bedrijf, de aantrekkelijkheid van het bedrijf als werkgever en de sollicitatie-intentie. Er werd gekozen voor de voedingssector en de IT-sector, omdat er in de IT-sector een hogere adoptie is van sociale media als in de voedingssector en volgens onderzoek werken online aanwervingsmethoden ook beter voor bedrijven die iets te maken hebben met technologie. Een gepaste werknemer vinden om een vacature in te vullen blijft belangrijk voor een bedrijf, ondanks veranderingen in de manier van werken en technologische vooruitgang. Enkele kenmerken van een goede werknemer zijn talent, motivatie, competentie en de juiste kennis en vaardigheden voor de job.  

De methode voor deze masterproef is een online experiment met een 3 x 2 between subjects design. Uit de resultaten bleek dat het medium geen significante invloed had op de attitude tegenover het bedrijf, de aantrekkelijkheid van het bedrijf en de sollicitatie-intentie. De sector had wel een invloed op de aantrekkelijkheid van het bedrijf als werkgever, meer specifiek werd het bedrijf in de voedingssector aantrekkelijker bevonden. Dit effect viel echter weg als er gecontroleerd werd voor leeftijd, geslacht, betrokkenheid bij de sector en sociale mediagebruik. Tot slot bleek nog uit de analyses dat het medium een andere invloed had op de sollicitatie-intentie, maar enkel bij de IT-sector en als de controlevariabelen werden toegevoegd aan de analyse. De deelnemers hadden het meest de neiging om op de vacature in te gaan na het zien van de vacature op Facebook. Betrokkenheid met de sector had telkens een positief verband met de variabelen. 

Deze studie heeft zowel voor onderzoekers als voor bedrijven gevolgen. Er wordt een bijdrage geleverd aan de bestaande literatuur rond nieuwe werknemers aantrekken en aanwerven en meer specifiek rond aanwerving via sociale media. Vervolgonderzoek zou moeten onderzoeken of het een verschil maakt om wel eigenschappen van een rijk medium te gebruiken bij de vacatures op sociale media, dit werd in deze studie niet gedaan om de verschillende condities gelijk te houden. Een andere optie is om hetzelfde onderzoek te repliceren, maar met een meer specifieke doelgroep of in een ander land. Nog een mogelijkheid is om een kwalitatief onderzoek te doen, zodat deelnemers uitgebreider en onmiddellijk hun mening kunnen geven. Ten tweede voor bedrijven geeft de studie een handig overzicht van verschillende methoden van aanwerving met de voor- en nadelen. Verder kan er rekening mee gehouden worden dat betrokkenheid bij de sector een belangrijke factor is, bedrijven kunnen bijvoorbeeld vacatures specifieker richten op een bepaald publiek. 

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Universiteit of Hogeschool
bedrijfscommunicatie
Bedrijfscommunicatie, social media, human resources, recruiting,
Publicatiejaar
2015
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