College recruiting using social media: how to increase applicant reach and reduce recruiting costs

2015 ◽  
Vol 14 (4) ◽  
pp. 135-141 ◽  
Author(s):  
Shahid Wazed ◽  
Eddy S.W. Ng
Keyword(s):  
Social Media ◽  
College Graduates ◽  
Content Type ◽  
Call To Action ◽  
Large Numbers ◽  
Alternative Approach ◽  
The Social ◽  
Job Opportunity ◽  
Speed Up ◽  
Prospective Employer

Purpose – The purpose of this paper is to offer an alternative approach to traditional campus recruiting, using the social media. Specifically, we propose a three-step strategy using Facebook to attract and recruit college graduates. Design/methodology/approach – In Step 1, employers use Facebook to attract as many target students as possible to an employer’s Fan page. In Step 2, employers actively engage with students to enhance their employer brand as a prospective employer. In Step 3, employers initiate a call-to-action to encourage students to act upon a job opportunity and apply for the position. Findings – Social media recruiting can payoff in several ways: First, employers have the advantage of speed through social media recruiting. Second, employers also have broad and frequent access to college students. Employers will also reduce their overall college recruiting costs and lastly, employers enhance their overall employment branding through the use of Facebook for college recruiting. Practical implications – Given the impending retirement of baby boomers, there is an urgent need to recruit college graduates in large numbers. Historically, college recruiting has been the preferred channel; however, few students attend campus career fairs or find information sessions and their campus career centers helpful. As an alternative, employers should consider using social media as a recruiting tool to attract and recruit college graduates. Originality/value – Social media recruiting has the potential to help smaller employers stand out among larger employers, reach out to a larger pool of candidates, speed up the recruitment process and reduce overall recruitment costs.

Is this mine? Psychological ownership and the social media follower

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Caroline S.L. Tan
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Vital Role ◽  
Psychological Ownership ◽  
Structured Interviews ◽  
Content Type ◽  
Face To Face ◽  
The Social ◽  
Social Currency ◽  
Different Levels

Purpose The purpose of this study is to examine psychological ownership (PO) experienced by followers of social media influencers toward both influencer and the product. Design/methodology/approach Data were collected using face-to-face semi-structured interviews that were conducted with 30 respondents and analyzed using thematic analysis. Findings The study demonstrated that the PO experienced by the follower changes under different conditions resulting from perceived value, social currency and follower activity. Social currency plays a vital role in determining the target of PO, often affecting the narrative by the follower. Originality/value To the best of the author’s knowledge, this is the first paper to examine the transference of PO between product and influencer as experienced by the follower. It provides an understanding on PO that is experienced in different levels of intensity and changes depending on the motive of the follower; hence, transference of PO occurs and it is not a static.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

Getting acquainted with social networks and apps: talking about TikTok

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Katie Elson Anderson
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Literature Review ◽  
Design Methodology ◽  
Research Literature ◽  
Content Type ◽  
Social Media Platform ◽  
The Social ◽  
Media Platform ◽  
Information Professionals

Purpose This paper aims to provide information and promote discussion around the social media platform TikTok. Design/methodology/approach Research, literature review. Findings Libraries and library and information professionals should be aware of the potential of TikTok for engagement and information sharing. Originality/value Adds to the research on the social media platform TikTok.

Understanding the social media interactivity paradox: the effects of social media interactivity on communication quality, work interruptions and job performance

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiangyu Liu ◽  
Bowen Zheng ◽  
Hefu Liu
Keyword(s):  
Social Media ◽  
Job Performance ◽  
Organizational Outcomes ◽  
Survey Study ◽  
Communication Quality ◽  
Media Dependency ◽  
Content Type ◽  
Work Interruptions ◽  
The Social ◽  
Use Of Social Media

PurposeAlthough social media is widely used for organizational communication, studies have begun to show its controversial effects on job performance in the workplace. To investigate these effects, this study developed a conceptual framework for how social media interactivity affects communication quality and work interruption, as well as how such effects impact job performance.Design/methodology/approachThe proposed theoretical model was empirically validated through a survey study of 556 employees in China.FindingsThe results verified a social media interactivity paradox that indicated social media interactivity increased both communication quality and work interruptions. The results further showed that high levels of social media dependency were a detriment to organizations.Originality/valueThis study verified the existence of a social media interactivity paradox in the use of social media for workplace communication. Moreover, results revealed that the effect of social media interactivity on organizational outcomes depends on its respective dimensions.

The new marketing solutions that will drive strategy implementation

2016 ◽  
Vol 44 (3) ◽  
pp. 20-26 ◽  
Author(s):  
Kenneth Alan Grossberg
Keyword(s):  
Social Media ◽  
Digital Technology ◽  
Design Methodology ◽  
Content Type ◽  
Marketing Automation ◽  
Marketing Innovation ◽  
The Social ◽  
Efficiency And Effectiveness ◽  
Media Platform ◽  
Practical Implications

Purpose Delineate the strategic implications for three new marketing trends based on digital technology. Design/methodology/approach The author looks at how strategy is being affected by: Marketing automation, where artificial intelligence is used to help win a customer and optimize the search for such potential prospects. Social media, which blends the personal and the businesslike and provides opportunities for engagement with the client on an almost real-time, personalized basis. The manipulation of huge quantities of “Big Data” to increase the efficiency and effectiveness of marketing automation and of deriving value from social media. Findings Under all emerging digital technology scenarios, the marketer’s job becomes more complex and more central to the interaction between the customers and the corporation. Practical implications Social marketing will increasingly involve co-creation of product and brand story with customers, experienced-based marketing and more sophisticated management of the interface between the social media platform and automated marketing. Originality/value This article identifies the integral relationship between advances in marketing technology and strategic opportunities for marketing innovation.

Does KFC sell rat? Analysis of tweets in the wake of a rumor outbreak

2017 ◽  
Vol 69 (6) ◽  
pp. 660-673 ◽  
Author(s):  
Anjan Pal ◽  
Alton Y.K. Chua ◽  
Dion Hoe-Lian Goh
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Food Chain ◽  
Fast Food ◽  
Design Methodology ◽  
Social Ties ◽  
High Volume ◽  
Content Type ◽  
Personal Involvement ◽  
The Social

Purpose In the wake of a rumor outbreak, individuals exchange three types of messages: rumor messages, counter-rumor messages, and uncertainty-expressing messages. However, the properties of the three types of messages are relatively unknown particularly in the social media context. Hence, the purpose of this paper is to examine these three types of messages posted on social media in the wake of a rumor outbreak. Design/methodology/approach Data included tweets posted after the outbreak of a rumor that wrongly accused the fast food chain Kentucky Fried Chicken (KFC) for selling rats instead of chicken. Using a deductive approach, codes were derived via content analysis on the tweets. Volume and exposure of tweets were also examined. Findings Counter-rumor tweets (52 percent) outnumbered rumors tweets (32 percent) and uncertainty-expressing tweets (16 percent). Emotions and personal involvement were abundant in rumor tweets. Expressions of credence and references to URLs were high in counter-rumor tweets. Social ties were found widely in uncertainty-expressing tweets. The high volume and exposure of counter-rumor tweets compared with those of either rumor tweets or uncertainty-expressing tweets highlight the potential of counter-rumors to mitigate rumors. Originality/value This research ventures into a relatively unexplored territory by concurrently examining rumor messages, counter-rumor messages and uncertainty-expressing messages in the wake of a rumor outbreak. It reveals that counter-rumor messages have the potential to mitigate rumors on social media.

scholarly journals Air pollution online: everyday environmental information on the social media site Sina Weibo

2018 ◽  
Vol 74 (4) ◽  
pp. 722-740
Author(s):  
Carin Graminius ◽  
Jutta Haider
Keyword(s):  
Social Media ◽  
Air Pollution ◽  
Environmental Information ◽  
Sina Weibo ◽  
Content Type ◽  
Digital Devices ◽  
Digital Representations ◽  
Information Practices ◽  
Social Media Site ◽  
The Social

Purpose The purpose of this paper is to explore how information on air pollution is shaped online on an everyday basis, with a particular emphasis on digital devices and digital representations as constitutive of environmental information practices. Furthermore, this research highlights an understudied aspect of air pollution – the digital flow of multimodal representations that citizens encounter and produce in their everyday life. Design/methodology/approach The information gathering was carried out on an everyday basis during February-March 2017. The study is based on 403 microblog posts from the social media site Sina Weibo, and netnographic fieldwork, including the observation of news, advertisements, and diary writing. The collected data were mapped in clusters based on the interrelations of objects, agents, and activities, and analyzed in depth using qualitative multimodal analysis. Findings Information enacted through specific socio-materialist configurations depicts air pollution as self-contained and separated from human action. Air quality apps are central in connecting a wider nexus of representations and promoting such perceptions, illustrating the role of digital devices in an everyday information context. Social implications The study reveals a schism between Chinese political environmental visions and everyday environmental information practices, which raises questions of how the battle against air pollution can be sustained in the long term. Originality/value This study suggests that digital material aspects – inbuilt applications of digital devices and digital representations of objects – are interrelated with physical experiences of air pollution, and thus constitute elements of practice in their own right.

An allergy of society: on the question of how a societal “lockdown” becomes possible

Kybernetes ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jörg Räwel
Keyword(s):  
Social Media ◽  
Social Action ◽  
Modern Society ◽  
Functional Differentiation ◽  
Moral Authority ◽  
Credit System ◽  
Content Type ◽  
Moral Communication ◽  
The Social ◽  
Individual Differentiation

Purpose Given the form of functional differentiation of modern society, a far-reaching coordination of functional systems as a dissolution of their heterarchical relationship to each other, as was apparently possible in the social “lockdown” during the corona pandemic, should have been extremely unlikely. The purpose of this study is to explain how this was nevertheless achieved. Design/methodology/approach From the perspective of systems theory, social action in principle does not present itself as a problem but as a solution to (latent) social problems. In the sociological analysis presented here, it is therefore precisely a matter of uncovering or pointing out those (changed) social structures in which a social “lockdown” appears as a solution. Findings The paper explains that with the emergence of social media through applications such as Facebook, Instagram, Twitter, and TikTok, a new force is establishing itself at the level of society as a system. It is one that is characterized by being highly vulnerable to moral communication. A susceptibility to morality manifests, on the one hand, through an individual differentiation of society made possible by social media – for example, in the emerging Chinese social credit system – and, on the other hand, through the specific communicative structures of the social media themselves. It is argued that social media, in the form of a moral authority with a lasting effect on society as a whole, make a significant contribution to realizing the social “lockdown.” Originality/value The originality of the paper results from the fact that the emergence of a new social phenomenon (“lockdown”) is explained.

The social media use of Muslim women in the Arabian Peninsula: insights into self-protective information behaviours

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Steven Buchanan ◽  
Zamzam Husain
Keyword(s):  
Social Media ◽  
Digital Literacy ◽  
Arabian Peninsula ◽  
Muslim Women ◽  
Small World ◽  
Capital City ◽  
Contributory Factor ◽  
Structured Interviews ◽  
Content Type ◽  
The Social

PurposeThe purpose is to provide insight into the social media related information behaviours of Muslim women within Arab society, and to explore issues of societal constraint and control, and impact on behaviours.Design/methodology/approachThe study conducted semi-structured interviews with Muslim women resident within the capital city of a nation within the Arabian Peninsula.FindingsSocial media provides the study participants' with an important source of information and social connection, and medium for personal expression. However, use is constrained within sociocultural boundaries, and monitored by husbands and/or male relatives. Pseudonym accounts and carefully managed privacy settings are used to circumvent boundaries and pursue needs, but not without risk of social transgression. The authors provide evidence of systematic marginalisation, but also of resilience and agency to overcome. Self-protective acts of secrecy and deception are employed to not only cope with small world life, but to also circumvent boundaries and move between social and information worlds.Research limitations/implicationsFindings should not be considered representative of Muslim women as a whole as Muslim women are not a homogenous group, and Arabian Peninsula nations variously more conservative or liberal than others.Practical implicationsFindings contribute to the authors’ practical and conceptual understanding of digital literacy with implications for education programmes including social, moral and intellectual aspects.Originality/valueFindings contribute to conceptual and practical understanding of information poverty, evidencing structural inequalities as a major contributory factor, and that self-protective information behaviours, often considered reductive, can also be expansive in nature.

COVID-19 and library social media use

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alexandros Koulouris ◽  
Eftichia Vraimaki ◽  
Maria Koloniari
Keyword(s):  
Social Media ◽  
Media Use ◽  
School Libraries ◽  
Primary Data ◽  
Online Questionnaire ◽  
Social Media Use ◽  
Content Type ◽  
Final Sample ◽  
The Social ◽  
Social Media Presence

Purpose The study aims to explore Greek libraries’ social media presence and library operation and social media use during the coronavirus disease 2019 (COVID-19) lockdown. Design/methodology/approach Primary data were collected via an online questionnaire that was distributed to the Greek libraries. The final sample comprised 189 libraries of all types with the exception of school libraries. Findings Results indicated that Facebook is the most widely used platform, while social media are mainly used for sharing announcements about library operations and for the promotion of events. During the COVID-19 lockdown, libraries responded quickly to the new circumstances by taking many of their services online. However, they did not fully use social media for service provision but rather used social media as a static communication channel. Only a few of the libraries grasped the opportunity to highlight their role in the promotion of public health by providing timely and reliable information. Practical implications Library leaders who are looking to harness the power of social media for service promotion and outreach should build a strategy that takes platform popularity, current social media trends, patron preferences and the specific promotional objectives of their library into consideration. Originality/value To the best of the authors’ knowledge, the current research is the first which attempts to explore the social media presence of Greek libraries of all types and changes made to library operations and social media use in response to the COVID-19 lockdown.

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