Impact of corporate Facebook page on organizational attractiveness

• Main Authors: Bai, Xiuming, Chng, Siok Wei, Ng, Josephine Ee Ting
• Other Authors: Jeffrey Cameron Kennedy
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Management::Communication
• Online Access: http://hdl.handle.net/10356/15056
• Institution: Nanyang Technological University

Organizations have latched onto different recruitment platforms in capturing the best talents. These platforms range from traditional means such as recruitment booths to web-based such as career websites. However most recently, Social Networking Sites such as Facebook has emerged as a popular platform to connect with users. This pilot study aims to investigate how usage of corporate Facebook Page, focusing on its attributes, could have an impact on organizational attractiveness. Regression analysis was conducted to test the relationship between four attributes (i.e. two-way communication, speed of response, number of fans and presence of photo albums) and organizational attractiveness. Results showed that two-way communication had a significant relationship with organizational attractiveness. Thus, organizations should leverage on two-way communication attributes and applications on Facebook such as the Wall to enhance their attractiveness. The proliferation and increasing widespread usage of Facebook, coupled with the novelty of this topic, implies that there is still much to be explored in this new area where organizations could reach out, connect and influence attitudes of jobseekers.