The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image
Abstract
:1. Introduction
2. Literature Review
2.1. Marketing Communication
2.2. The Image of an Enterprise as an Employer
2.3. Modern Marketing Communication Channels
3. Research Methodology
4. Research Results
4.1. Respondents’ Opinions about Communication Activities Undertaken by Enterprises on Shaping Their Positive External Image as an Employer
4.2. Respondents’ Structure Depending on Their Opinions on Whether the Employer’s Image Created on the Basis of Modern Marketing Communication Channels Is More Beneficial Than the Employer’s Image Created on the Basis of Classical Marketing Communication Channels
4.3. Respondents’ Differentiation Depending on Their Opinions on whether the Employer’s Image Created on the Basis of Modern Marketing Communication Channels Is More Beneficial Than the Employer’s Image Created on the Basis of Classical Marketing Communication Channels
5. Discussion
6. Conclusions
7. Implications, Limitations and Directions of Future Research
Author Contributions
Funding
Conflicts of Interest
References
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Activity | Indications (%) | Average Rating | Position | ||||
---|---|---|---|---|---|---|---|
1 | 2 | 3 | 4 | 5 | |||
active participation in job fairs | 3.3 | 5.5 | 8.8 | 53.0 | 29.4 | 4.00 | 4 |
activities carried out at universities and high schools aimed at increasing the knowledge about a company as an employer | 1.5 | 4.5 | 14.5 | 48.5 | 30.9 | 4.03 | 3 |
offering internship programmes | 1.8 | 2.1 | 9.1 | 39.7 | 47.3 | 4.28 | 1 |
organizing paid work experience | 1.8 | 3.9 | 11.2 | 32.7 | 50.3 | 4.26 | 2 |
organizing free work experience | 4.8 | 10.6 | 27.3 | 36.4 | 20.9 | 3.58 | 12 |
organizing training | 2.1 | 1.2 | 9.4 | 42.7 | 44.5 | 4.26 | 2 |
maintaining contacts and cooperation with university environments through student representatives of a given enterprise | 1.2 | 2.7 | 18.8 | 53.3 | 23.9 | 3.96 | 5 |
participation in competitions/rankings for the best employer | 2.1 | 9.1 | 20.3 | 42.4 | 26.1 | 3.81 | 6 |
supporting activities undertaken by student organizations | 1.8 | 6.1 | 26.7 | 47.6 | 17.9 | 3.74 | 8 |
organizing competitions for potential employees | 1.5 | 7.9 | 24.8 | 42.7 | 23.0 | 3.78 | 7 |
organizing promotional campaigns on television, showing an enterprise as an attractive employer | 3.9 | 11.5 | 22.7 | 42.4 | 19.4 | 3.62 | 10 |
organizing promotional campaigns on the radio, showing an enterprise as an attractive employer | 6.1 | 17.0 | 25.5 | 37.3 | 14.2 | 3.37 | 14 |
organizing promotional campaigns on social media (Facebook, Instagram), showing an enterprise as an attractive employer | 3.6 | 10.9 | 21.2 | 44.2 | 20.0 | 3.66 | 9 |
organizing promotional campaigns on social media of a professional nature (LinkedIn, GoldenLine), showing an enterprise as an attractive employer | 4.2 | 10.3 | 25.5 | 43.9 | 16.1 | 3.57 | 13 |
offering employment to people aged 50+ | 4.8 | 7.9 | 30.0 | 37.0 | 20.3 | 3.60 | 11 |
Factor | Eigenvalue | Cumulated Eigenvalue | % of Total Eigenvalues (Variance) | Cumulated % of Eigenvalues | ||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|
tot. * | y # | n ^ | tot. | y | n | tot. | y | n | tot. | y | n | |
1 | 4.423 | 4.709 | 3.277 | 4.423 | 4.709 | 3.277 | 29.484 | 31.391 | 21.847 | 29.484 | 31.391 | 21.847 |
2 | 3.831 | 3.831 | 3.148 | 8.254 | 8.540 | 6.425 | 25.539 | 25.539 | 20.987 | 55.023 | 56.930 | 42.834 |
3 | 1.116 | 1.095 | 2.741 | 9.370 | 9.635 | 9.166 | 7.439 | 7.301 | 18.271 | 62.462 | 64.231 | 61.105 |
Variable | Factor | ||||||||
---|---|---|---|---|---|---|---|---|---|
1 | 2 | 3 | |||||||
tot. | y | n | tot. | y | n | tot. | y | n | |
offering internship programmes | 0.816 | 0.809 | 0.054 | 0.132 | 0.151 | 0.755 | 0.077 | 0.029 | 0.362 |
organizing training | 0.798 | 0.796 | 0.078 | 0.134 | 0.092 | 0.650 | 0.121 | 0.048 | 0.512 |
organizing paid work experience | 0.753 | 0.704 | −0.080 | 0.056 | 0.038 | 0.434 | −0.373 | −0.413 | 0.586 |
activities carried out at universities and high schools aimed at increasing the knowledge about a company as an employer | 0.730 | 0.764 | 0.160 | 0.191 | 0.222 | 0.753 | 0.181 | 0.048 | 0.209 |
active participation in job fairs | 0.675 | 0.675 | 0.100 | 0.166 | 0.251 | 0.131 | 0.365 | 0.276 | 0.814 |
maintaining contacts and cooperation with university environments through student representatives of a given enterprise | 0.666 | 0.779 | 0.212 | 0.281 | 0.244 | 0.419 | 0.216 | 0.141 | 0.488 |
supporting activities undertaken by student organizations | 0.603 | 0.616 | 0.182 | 0.403 | 0.441 | 0.264 | 0.004 | 0.015 | 0.703 |
offering employment to people aged 50+ | 0.395 | 0.404 | 0.236 | 0.385 | 0.364 | 0.000 | −0.331 | −0.437 | 0.633 |
organizing promotional campaigns on television, showing an enterprise as an attractive employer | 0.091 | 0.103 | 0.831 | 0.845 | 0.846 | 0.071 | 0.100 | 0.157 | 0.199 |
organizing promotional campaigns on social media (Facebook, Instagram), showing an enterprise as an attractive employer | 0.188 | 0.180 | 0.824 | 0.826 | 0.842 | 0.209 | 0.057 | −0.014 | 0.164 |
organizing promotional campaigns on the radio, showing an enterprise as an attractive employer | 0.067 | 0.086 | 0.805 | 0.824 | 0.832 | 0.075 | 0.069 | 0.032 | 0.184 |
organizing promotional campaigns on social media of a professional nature (LinkedIn, GoldenLine), showing an enterprise as an attractive employer | 0.212 | 0.267 | 0.831 | 0.822 | 0.806 | 0.170 | 0.012 | −0.062 | 0.178 |
organizing competitions for potential employees | 0.367 | 0.396 | 0.411 | 0.540 | 0.519 | 0.061 | −0.058 | −0.093 | 0.559 |
participation in competitions/rankings for the best employer | 0.519 | 0.549 | 0.434 | 0.528 | 0.489 | 0.244 | 0.070 | 0.094 | 0.603 |
organizing free work experience | 0.322 | 0.394 | 0.170 | 0.126 | 0.152 | 0.589 | 0.780 | 0.765 | −0.041 |
Variable | Employer’s External Image Created through Modern Channels Is Better Than Employer’s Image Created through Classical Marketing Communication Channels | KW Test Value | Level of Significance ‘p’ |
---|---|---|---|
active participation in job fairs | no | 152.32 | 0.006 |
yes | 178.68 | ||
activities carried out at universities and high schools aimed at increasing the knowledge about a company as an employer | no | 155.52 | 0.040 |
yes | 175.48 | ||
offering internship programmes | no | 148.25 | 0.000 |
yes | 182.75 | ||
organizing paid work experience | no | 147.18 | 0.000 |
yes | 183.82 | ||
organizing free work experience | no | 167.05 | 0.758 |
yes | 163.95 | ||
organizing training | no | 154.15 | 0.018 |
yes | 176.85 | ||
maintaining contacts and cooperation with university environments through student representatives of a given enterprise | no | 155.64 | 0.039 |
yes | 175.36 | ||
participation in competitions/rankings for the best employer | no | 154.31 | 0.024 |
yes | 176.69 | ||
supporting activities undertaken by student organizations | no | 158.26 | 0.139 |
yes | 172.74 | ||
organizing competitions for potential employees | no | 154.41 | 0.026 |
yes | 176.59 | ||
organizing promotional campaigns on television, showing an enterprise as an attractive employer | no | 157.35 | 0.102 |
yes | 173.65 | ||
organizing promotional campaigns on the radio, showing an enterprise as an attractive employer | no | 164.62 | 0.861 |
yes | 166.38 | ||
organizing promotional campaigns on social media (Facebook, Instagram), showing an enterprise as an attractive employer | no | 151.86 | 0.006 |
yes | 179.14 | ||
organizing promotional campaigns on social media of a professional nature (LinkedIn, GoldenLine), showing an enterprise as an attractive employer | no | 157.43 | 0.104 |
yes | 173.57 | ||
offering employment to people aged 50+ | no | 163.38 | 0.672 |
yes | 167.62 |
Variable | Chi-Square Test Value | V Cramer Coefficient Value | Level of Significance ‘p’ |
---|---|---|---|
active participation in job fairs | 11.938 | 0.190 | 0.018 |
activities carried out at universities and high schools aimed at increasing the knowledge about a company as an employer | 5.351 | 0.127 | 0.253 |
offering internship programmes | 13.939 | 0.206 | 0.007 |
organizing paid work experience | 15.429 | 0.216 | 0.004 |
organizing free work experience | 0.907 | 0.052 | 0.924 |
organizing training | 8.398 | 0.160 | 0.078 |
maintaining contacts and cooperation with university environments through student representatives of a given enterprise | 5.573 | 0.130 | 0.233 |
participation in competitions/rankings for the best employer | 12.690 | 0.196 | 0.013 |
supporting activities undertaken by student organizations | 5.518 | 0.129 | 0.238 |
organizing competitions for potential employees | 10.419 | 0.178 | 0.034 |
organizing promotional campaigns on television, showing an enterprise as an attractive employer | 3.672 | 0.105 | 0.452 |
organizing promotional campaigns on the radio, showing an enterprise as an attractive employer | 4.941 | 0.122 | 0.293 |
organizing promotional campaigns on social media (Facebook, Instagram), showing an enterprise as an attractive employer | 9.090 | 0.166 | 0.059 |
organizing promotional campaigns on social media of a professional nature (LinkedIn, GoldenLine), showing an enterprise as an attractive employer | 5.604 | 0.130 | 0.231 |
offering employment to people aged 50+ | 1.761 | 0.073 | 0.780 |
Variable | Age | KW Test Value | Level of Significance ‘p’ |
---|---|---|---|
active participation in job fairs | 18–25 | 168.30 | 0.091 |
26–35 | 173.24 | ||
36–45 | 132.75 | ||
activities carried out at universities and high schools aimed at increasing the knowledge about a company as an employer | 18–25 | 168.04 | 0.02 |
26–35 | 183.69 | ||
36–45 | 124.95 | ||
offering internship programmes | 18–25 | 170.01 | 0.001 |
26–35 | 179.24 | ||
36–45 | 111.45 | ||
organizing paid work experience | 18–25 | 168.32 | 0.057 |
26–35 | 176.09 | ||
36–45 | 129.82 | ||
organizing free work experience | 18–25 | 169.28 | 0.253 |
26–35 | 153.10 | ||
36–45 | 143.33 | ||
organizing training | 18–25 | 168.63 | 0.014 |
26–35 | 180.59 | ||
36–45 | 122.67 | ||
maintaining contacts and cooperation with university environments through student representatives of a given enterprise | 18–25 | 168.73 | 0.000 |
26–35 | 195.45 | ||
36–45 | 107.35 | ||
participation in competitions/rankings for the best employer | 18–25 | 164.01 | 0.009 |
26–35 | 208.19 | ||
36–45 | 137.72 | ||
supporting activities undertaken by student organizations | 18–25 | 166.12 | 0.071 |
26–35 | 189.50 | ||
36–45 | 136.67 | ||
organizing competitions for potential employees | 18–25 | 161.84 | 0.021 |
26–35 | 209.57 | ||
36–45 | 155.98 | ||
organizing promotional campaigns on television, showing an enterprise as an attractive employer | 18–25 | 163.57 | 0.444 |
26–35 | 186.00 | ||
36–45 | 163.15 | ||
organizing promotional campaigns on the radio, showing an enterprise as an attractive employer | 18–25 | 162.84 | 0.042 |
26–35 | 205.05 | ||
36–45 | 151.30 | ||
organizing promotional campaigns on social media (Facebook, Instagram), showing an enterprise as an attractive employer | 18–25 | 166.15 | 0.154 |
26–35 | 185.40 | ||
36–45 | 140.43 | ||
organizing promotional campaigns on social media of a professional nature (LinkedIn, GoldenLine), showing an enterprise as an attractive employer | 18–25 | 165.86 | 0.425 |
26–35 | 179.36 | ||
36–45 | 148.87 | ||
offering employment to people aged 50+ | 18–25 | 159.09 | 0.008 |
26–35 | 212.78 | ||
36–45 | 177.73 |
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Baruk, A.I.; Wesołowski, G. The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image. Energies 2021, 14, 4177. https://doi.org/10.3390/en14144177
Baruk AI, Wesołowski G. The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image. Energies. 2021; 14(14):4177. https://doi.org/10.3390/en14144177
Chicago/Turabian StyleBaruk, Agnieszka Izabela, and Grzegorz Wesołowski. 2021. "The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image" Energies 14, no. 14: 4177. https://doi.org/10.3390/en14144177
APA StyleBaruk, A. I., & Wesołowski, G. (2021). The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image. Energies, 14(14), 4177. https://doi.org/10.3390/en14144177