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- Title
Campagnes publicitaires de recrutement sur Facebook et LinkedIn: à quel niveau de personnalisation vaut-il mieux recourir?
- Authors
Pfiffelmann, Jean
- Abstract
Recruitment advertising campaigns on Facebook and LinkedIn: What level of personalization is preferable? Recruitment ads are becoming more sophisticated on social media and allow recruiters to include users' first names and photographs. This article seeks to determine the most effective level of ad personalization for organizations. A between-subjects experiment tests among 240 potential employees the effect of the level of ads personalization (non-personalized vs. integrating the first name vs. integrating the first name and photograph) on Facebook or LinkedIn. The results show that personalization influences perceived entertainment in a differentiated way according to the level of personalization and the social media used to deliver the ad. Besides, personalization does not trigger perceived intrusiveness. Generally speaking, personalization contributes to the formation of a positive attitude toward the ad, which increases job-pursuit intention, click intention, and organizational attractiveness.
- Publication
Décisions Marketing, 2020, Issue 99, p17
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.099.17.36