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Arbetsgivarkommunikation på sociala medier - Hur utformning av arbetsannonser påverkar mottagares attityder

Olsson, Josefin LU and Abrahamsson, Helena (2022) SKDK11 20221
Department of Strategic Communication
Abstract (Swedish)
Idag är det viktigare än någonsin att vara en attraktiv arbetsgivare för att attrahera spetskompetens inom områden som IT och Tech. I takt med digitaliseringen har efterfrågan blivit större än utbudet för kompetenser inom dessa områden och arbetsgivarkommunikation har blivit ett allt mer aktuellt område inom fältet strategisk kommunikation. Syftet med studien har därför varit att gräva djupare inom fältet arbetsgivarkommunikation och undersöka vilka faktorer i en arbetsannons som genererar mest positiv attityd. Även hur arbetsgivarkommunikation på sociala medier kan förbättras och vilka faktorer som är viktiga för just studenter. För att uppnå syftet med studien antogs en positivistisk utgångspunkt med ett deskriptivt förhållningssätt. En... (More)
Idag är det viktigare än någonsin att vara en attraktiv arbetsgivare för att attrahera spetskompetens inom områden som IT och Tech. I takt med digitaliseringen har efterfrågan blivit större än utbudet för kompetenser inom dessa områden och arbetsgivarkommunikation har blivit ett allt mer aktuellt område inom fältet strategisk kommunikation. Syftet med studien har därför varit att gräva djupare inom fältet arbetsgivarkommunikation och undersöka vilka faktorer i en arbetsannons som genererar mest positiv attityd. Även hur arbetsgivarkommunikation på sociala medier kan förbättras och vilka faktorer som är viktiga för just studenter. För att uppnå syftet med studien antogs en positivistisk utgångspunkt med ett deskriptivt förhållningssätt. En kvantitativ enkätundersökning innehållande ett experiment med fyra olika villkor har utförts med 142 respondenter, för att undersöka vilken kombination som resulterar i mest positiv attityd bland studenter. Detta har sedan analyserats med hjälp av deskriptiv statistik, multipel regressionsanalys och tvåvägs variansanalys. Utgångspunkten i studien har varit i modellerna och skalorna Elaboration Likelihood model samt Berthon’s EmpAt-skala. Resultatet visar på att stark argumentkvalitet och visuell attraktion inte genererade i bättre attityd gentemot arbetssannonser på LinkedIn. Istället uppvisades att svag visuell attraktion och svag argumentkvalitet har högst medelvärde på EBA både för IT-studenter och studenter generellt. Vidare visade resultatet från den multipla regressionsanalysen ingen statistisk signifikans för att erhålla några generella samband mellan EmpAt-skalan i relation till EBA. Dock visade det ekonomiska värdet och utvecklingsvärdet på positiva signifikanta samband. (Less)
Abstract
In today's society, it is more important than ever to be an attractive employer in order to attract excellence in areas such as IT and Tech. As the development of digitalisation continues, the demand has become greater than the supply of skills in these areas. Therefore, employer communication has become an even more relevant area in the field of strategic communication. The purpose of the study has been to collect a deeper understanding of the field employer communication and to investigate which factors in a job advertisement that generates the most positive attitude. Also how employer brand communication on social media can be improved, and which factors are important for students in particular. To achieve the aim of this paper, the... (More)
In today's society, it is more important than ever to be an attractive employer in order to attract excellence in areas such as IT and Tech. As the development of digitalisation continues, the demand has become greater than the supply of skills in these areas. Therefore, employer communication has become an even more relevant area in the field of strategic communication. The purpose of the study has been to collect a deeper understanding of the field employer communication and to investigate which factors in a job advertisement that generates the most positive attitude. Also how employer brand communication on social media can be improved, and which factors are important for students in particular. To achieve the aim of this paper, the study adopted a positivistic approach with a descriptive quantitative research design. A survey containing an experiment with four conditions was conducted with 142 respondents, in order to determine which combination resulted in the most positive attitude among students. Further, this study has been analyzed using descriptive statistics, multiple regression analysis and two-way anova. The paper's theoretical framework takes its starting point in the Elaboration Likelihood Model and Berthon’s EmpAt scale. The result showed that strong argument quality and strong image appeal, did not generate greater attitudes toward recruitment advertisements on LinkedIn. Instead, it was demonstrated that weak image appeal and weak argument quality had the highest mean value in relation to EBA for both IT students and students in general. Furthermore, the results from the multiple regression analysis did not indicate any significant level to prove any general correlations between the EmpAt scale and the dependent variable EBA. However, the economic value and development value showed positive significant correlations. (Less)
Please use this url to cite or link to this publication:
author
Olsson, Josefin LU and Abrahamsson, Helena
supervisor
organization
course
SKDK11 20221
year
type
M2 - Bachelor Degree
subject
keywords
employer branding, brand attitude, elaboration likelihood model, EmpAt-scale, organizational attractiveness, arbetsgivarvarumärke, varumärkesattityd, EmpAt-skalan, organisationsattraktivitet
language
Swedish
id
9082605
date added to LUP
2022-06-08 10:52:40
date last changed
2022-06-08 10:52:40
@misc{9082605,
  abstract     = {{In today's society, it is more important than ever to be an attractive employer in order to attract excellence in areas such as IT and Tech. As the development of digitalisation continues, the demand has become greater than the supply of skills in these areas. Therefore, employer communication has become an even more relevant area in the field of strategic communication. The purpose of the study has been to collect a deeper understanding of the field employer communication and to investigate which factors in a job advertisement that generates the most positive attitude. Also how employer brand communication on social media can be improved, and which factors are important for students in particular. To achieve the aim of this paper, the study adopted a positivistic approach with a descriptive quantitative research design. A survey containing an experiment with four conditions was conducted with 142 respondents, in order to determine which combination resulted in the most positive attitude among students. Further, this study has been analyzed using descriptive statistics, multiple regression analysis and two-way anova. The paper's theoretical framework takes its starting point in the Elaboration Likelihood Model and Berthon’s EmpAt scale. The result showed that strong argument quality and strong image appeal, did not generate greater attitudes toward recruitment advertisements on LinkedIn. Instead, it was demonstrated that weak image appeal and weak argument quality had the highest mean value in relation to EBA for both IT students and students in general. Furthermore, the results from the multiple regression analysis did not indicate any significant level to prove any general correlations between the EmpAt scale and the dependent variable EBA. However, the economic value and development value showed positive significant correlations.}},
  author       = {{Olsson, Josefin and Abrahamsson, Helena}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Arbetsgivarkommunikation på sociala medier - Hur utformning av arbetsannonser påverkar mottagares attityder}},
  year         = {{2022}},
}