Research On The Influence Of Information Strategy Of Employer Brand Communication Based On Social Media Recruitment Advertisements On Job Seekers

In recent years,with the popularity of social media represented by social networking sites(SNS),Weibo,WeChat,etc.,more and more companies are beginning to experiment with employer brand communication based on social media in order to attract and retain more talents.Among them,the use of social media recruitment advertising as a carrier to spread the employer brand is a common form.However,the current research on this emerging employer brand communication practice is still very weak,which is not conducive to guiding the practice activities of companies.Therefore,this paper studies the information strategy(including content strategy and media strategy)of employer brand communication based on social media recruitment advertisements,and probes into its influence mechanism on job seekers' cognition and behavior,in order to enrich and develop the relevant theories about the communication of employer brand based on social media,and this will guide companies to make more effective use of social media recruitment advertising to spread the employer brand.Based on the S-O-R paradigm,this paper constructs a mechanism model of the influence of the information strategy of employer brand communication based on social media recruitment advertisement on job seekers.Firstly,the content strategy in information strategy is studied by using eye movement experiment.Then,through inter-group experiments,the influence of content strategy(functional strategy,symbolic Strategy)and media strategy(High dynamic strategy,low vivid strategy)on the employer attraction perception and job search intention of job seekers is tested.The results show that:(1)When employers use social media recruitment advertisements to disseminate employer brand information,the content strategy should focus on salary level,welfare guarantee and promotion space elements in the functional strategy,as well as the enterprise strength and enterprise culture elements in the symbolic strategy.(2)In the content strategy,the functional strategy has a greater impact on the applicant's perception of employer attraction perception and job search intention than the symbolic strategy.(3)in the media strategy,the highly vivid strategy(text + image form)has a greater impact on the applicant's perception of employer attraction perception and job search intention than low-visibility strategy(plain text form).(4)The perception of the employer's attractiveness of the job seeker has a significant positive effect on his job search intention.