Facoltà di scienze economiche

Message effectiveness in corporate career websites : analysis of the top 30 employers in Switzerland

Zamparini, Alessandra ; scienze della comunicazione, Università della Svizzera italiana, Svizzera ; Calegari, Paola ; comunicazione, Università della Svizzera italiana, Svizzera ; Lurati, Francesco ; della comunicazione, Università della Svizzera italiana, Svizzera

This paper proposes a comprehensive tool for analyzing online recruitment messages, drawing upon dimensions of employers’ online communication effectiveness developed in the literature. A codebook is developed to analyze the content of corporate career websites, including the dimensions identified by Cober, Brown and Levy (2004), in order to evaluate employment websites. This is integrated... Plus

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    Summary
    This paper proposes a comprehensive tool for analyzing online recruitment messages, drawing upon dimensions of employers’ online communication effectiveness developed in the literature. A codebook is developed to analyze the content of corporate career websites, including the dimensions identified by Cober, Brown and Levy (2004), in order to evaluate employment websites. This is integrated with other dimensions that the literature acknowledges as predictive of organizational attractiveness. A content analysis of the career website of the top 30 employers in Switzerland is conducted. Results show that the selected companies provide a message that is credible, vivid, and employee-oriented. In addition, companies that express the uniqueness of their employer brand communicate more effectively with their potential candidates. The current analysis takes into consideration a limited number of companies. The study could be extended to a larger sample that includes poor-performing employers and that allows the identification of specificities by industries. The tool could be a useful grid for the creation and implementation of corporate career websites by practitioners. The paper provides a picture of best practices of online recruitment in Switzerland and, by putting together contributions of several research traditions, a comprehensive tool with which to assess career websites’ messages. Moreover, empirical results highlight a relationship between employer’s communication of a branding statement and excellence in conveying the effectiveness dimensions of the online recruitment message.