بررسی رابطه خصوصیات ارتباطاتی ادراک‌شده از صفحه سازمان در رسانه‌های اجتماعی با قصد پیگیری شغل کارجویان: نقش میانجی شخصیت برند کارفرما

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 کارشناسی ارشد، گروه رهبری و سرمایه انسانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.

2 استادیار، گروه رهبری و سرمایه انسانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.

3 استاد، گروه رهبری و سرمایه انسانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.

چکیده

هدف: هدف از این پژوهش بررسی رابطه بین خصوصیات ارتباطاتی ادراک‌شده از صفحه سازمان در رسانه‌های اجتماعی و قصد پیگیری شغل کارجویان و بررسی نقش میانجی شخصیت برند کارفرما در این رابطه است.
روش: برای دستیابی به این هدف، از طرح تحقیق هم‏بستگی به ‌روش کمی استفاده شده است. جامعه آماری پژوهش حاضر، دانشجویان سال آخر و تازه دانش‌آموختگان مقاطع تحصیلی کارشناسی و تحصیلات تکمیلی بودند. از روش نمونه‌گیری تصادفی ساده برای جمع‌آوری داده‌ها استفاده شد و 384 نفر به پرسش‏نامه آنلاین پاسخ دادند. برای تحلیل داده‌ها از نرم‌افزارهای اس‌پی‌اس‌اس نسخه 24 و لیزرل نسخه 2/10 استفاده شد.
یافته‌ها: یافته‌های پژوهش حاکی از آن است که بین خصوصیات ارتباطاتی ادراک‌شده از صفحه سازمان در رسانه‌های اجتماعی (ادراک از حضور اجتماعی و ادراک از حاوی اطلاعات‌بودن) و قصد پیگیری شغل کارجویان از طریق نقش میانجی شخصیت برند کارفرما (شامل ادراک از صمیمیت سازمانی و ادراک از شایستگی سازمانی) ارتباط مثبت و معناداری وجود دارد.
نتیجه‌گیری: نتایج این پژوهش نشان داد که کاهش یا افزایش ادراک از حضور اجتماعی و ادراک از حاوی اطلاعات‌بودن صفحه اجتماعی سازمان، به کاهش یا افزایش صمیمیت سازمانی و شایستگی سازمانی ادراک‌شده توسط کارجویان منجر می‌شود. کارجویان محتوای صفحه اجتماعی یک سازمان با اطلاعات نامرتبط یا کمتر مرتبط را به‌عنوان شاخص بی‌نظمی ‌‌و بی‌رغبتی کارکردهای جذب برداشت می‌کنند که ممکن است در درک شایستگی کلی سازمانی تأثیر بگذارد. از سوی دیگر کاربردی‌بودن اطلاعات در صفحه اجتماعی سازمان بر ادراک متقاضیان بالقوه از کیفیت شرکت تأثیرگذار است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the Relationship between Perceived Communication Characteristics of an Organization's Social Media Page and Job Seekers' Job Pursuit Intentions: The Mediating Role of Employer Brand Personality

نویسندگان [English]

  • Mohsen Kamandi 1
  • Neda Mohammad Esmaeili 2
  • Aryan Gholipour 3
1 MSc., Department of Leadership and Human Capital, Faculty of Management, University of Tehran, Tehran, Iran.
2 Assistant Prof., Department of Leadership and Human Capital, Faculty of Management, University of Tehran, Tehran, Iran.
3 Prof., Department of Leadership and Human Capital, Faculty of Management, University of Tehran, Tehran, Iran.
چکیده [English]

Objective
This study primarily seeks to investigate the relationship between the perceived communication characteristics of the organization's social media page and the job pursuit intentions of job seekers. It also tries to find the mediating role of organizational personality in the association with perceived communication characteristics of the organization's social media page and job seekers' job pursuit intentions. Based on signaling theory, we propose that job seekers rely on perceived communication characteristics of a social media page (social presence and informativeness) as signals of the organization's personality (warmth and competence), which in turn relate to job pursuit intention.
Methods
To achieve this purpose, we used the correlational research design of the quantitative method. We carried out an online survey and the research model was tested by distributing a questionnaire among 384 final-year undergraduate and postgraduate students or recent graduates from universities. A simple random sampling method was used to select students. After answering the demographic questions, the respondents visited the company's Instagram page through a link and completed the questionnaire after viewing the page. SPSS 24 and LISREL 10.2 software were used for data analysis.
 
Results
The findings showed that there is a relationship between the perceived communication characteristics of the organization's social media page (perceived social presence and perceived informativeness) and job seekers' job pursuit intentions through the mediating role of organizational personality (perceived organizational warmth and perceived organizational competence). Based on the achieved results, any decrease or increase in the perceived social presence and perceived informativeness on the organization's social media page would decrease or increase the perceived organizational warmth and perceived organizational competence of job seekers. Job seekers view an organization's social media page with unrelated or less relevant information as an indicator of disorder, which may be influential in their overall perception of organizational competence. On the other hand, the applicability of the information on the social organization page affects the perception of potential applicants about the quality of the company.
Conclusion
This research provides interesting implications for organizations trying to recruit talent. The findings suggest that organizations can signal their employer brand personality through their own social media page, which in turn positively relates to job pursuit intentions. Based on these findings, organizations need to find out which social media platforms their target groups use to look for information about potential employers and to create and maintain a page on those platforms. Organizations that want to increase potential applicants' perceptions of the organization as a warm employer, should create a page high in social presence. To strengthen the signals a social media page conveys, organizations should act deliberately on what and how they communicate on their page and how this can be interpreted by potential applicants. To this end, the collaboration between an organization's communication or public relations and the recruitment department seems crucial.

کلیدواژه‌ها [English]

  • Job pursuit intentions
  • Employer brand personality
  • Recruitment
  • Social media

مراجع

قلی‌پور، آرین؛ محمد اسماعیلی، ندا؛ پارسا، فریبا (1397). بررسی تأثیر مبادله رهبر پیرو بر حسادت سازمانی (مطالعه موردی: کارکنان ستاد بانک ملی ایران). فصلنامه مدیریت دولتی، 10(3)، 415-442.
 
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مدیریت دولتی
دوره 15، شماره 1
1402
صفحه 119-148

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