Strengthening the employer brand image : Experimentation of proactive recruitment related activities
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The labor market in Norway is characterized as having low unemployment and the competition for hiring is tough. This can especially be seen in engineering businesses where the businesses are all competing for the same people, in the same recruitment market, to the same potential employees. The potential employees can practically choose which company they want to work with. The competing companies mainly appear on the same media and marketing channels, as well as at the same job fairs. Recruitment related activities are important as these can contribute to maintain longterm competitive advantages. Organizations with strong brand identities are preferred to those with weak or negative brand identities. The main objective in this study is to research and understand how advertisement and proactive recruitment activities through LinkedIn affects the employer brand image. This is investigated with the use of advertisement, different communication strategies on LinkedIn and the participant’s involvement. The study is based on theory from customer-based brand equity and is integrated to theory of employer brand image. The purpose of this study is to obtain insight in the effects of recruitment related communication through LinkedIn and through advertisement. Findings show that there are no significant relationships when recruitment related communication through LinkedIn and through advertisement. Findings show that there are no significant relationships when recruitment related communication through LinkedIn is used. There is a significant relationship between advertisement and the intention to apply for a job. Interestingly there are findings of involvement having a mediator effect on the intention to apply for a job.