Organizational attractiveness: Targeting prospective employers on social networking sites

BACKGROUND: Many business organizations have integrated the use of professional social networking sites into their HR practices in order to communicate with and attract qualified candidates as part of their talent acquisition strategy. OBJECTIVE: The aim of this research is to explore some social and behavioral signals on social networking sites that enhance organizational attractiveness. Grounded in the signaling theory, this paper fills the research gap by investigating new types of signals on public professional social networking sites that can affect organizational attractiveness as an employer. METHODS: In this research, a quantitative research methodology was used. The sample consists of 288 job applicants using social networking sites in Canada. RESULTS: The results highlighted the importance of social and behavioral factors that play a significant role in enhancing organizational attractiveness on professional social networking sites. CONCLUSIONS: The results provide insights and practical suggestions for managers who decide to integrate social networking sites into their practices. Additionally, the findings of this research help the managers to better understand the factors that have an impact on job applicants’ choices of their future job and employer.