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Creating the Best Job Ad: Using Signaling Theory to Identify Effective Recruitment Strategies on Social Media

Sun, May 28, 9:30 to 10:45, Hilton San Diego Bayfront, Floor: 2, Indigo 202A


This study examines the current state of job advertisements posted through social media and identifies content characteristics that job seekers use to assess attractiveness. Building on previous work utilizing signaling theory in organizations, through content and thematic analyses, results indicate that specific, vivid, and narrative-like job advertisements were associated with high levels of job attractiveness on LinkedIn. Furthermore, qualitative analyses reveal that effective job ad content highlights a personalized workplace, explains job responsibilities in detail, and encourages applicant engagement with the organization. These findings demonstrate how signals emerging from job ads influence applicant’s perception of attraction to an organization. Implications for recruitment practices, signaling theory development, and future research are also discussed.


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