224 2018, XXI, 1
Ma ke ing a obchod
DOI: 10.15240/ ul/001/2018-1-015
In oduc ion
Wi h some egional di e ences, employmen
le els in many de eloped economies a e e y
high, and compe i ion o skilled s a is in ense.
Compe i i e labou ma ke s aside, compe i ion
o employees is likely o become an inc easingly
impo an issue as he popula ion wo ldwide ages
(Wilden, Gude gan, & Lings, 2010). Employe
b anding has gained a ou as a managemen
ool o e he las decade. E en as i ms ace
global economic condi ions ha a e bo h di i cul
o o ecas and subjec o ex eme a iance, he
need o a ac , e ain and mo i a e s a emains
(Mo oko & Uncles, 2009).
A ac ing po en ial candida es is an
impo an issue in he ec ui men p ocess.
O ganiza ions need o a ain di e en ia ion and
become mo e compe i i e in a ac ing alen ed
(Ege o á, Lanča ič, Ege , & Sa o , 2015) and
especially young people h ough employe
b anding (EB) ini ia i es. Unde s anding
wha a ac s alen ed ec ui s o a company
may p o ide impo an insigh s o human
esou ces manage s (Alniacik, Alniacik, E a ,
& Akcin, 2014). Examining he a ibu es o
employe b and is ele an o p ac i ione s and
esea che s.
A ac i eness is e ealed when young
people seek he oppo uni y o pa icipa e in he
selec ion p ocess a a speci i c company.
This s udy seeks o gain an unde s anding
o symbolic ac o s ela ed o p ospec i e
applican s’ ini ial a ac ion o a company as
a place o wo k. Fi s , we in es iga e how young
people, business s uden s in hei i nal yea a
uni e si y, assess he pe sonali y ai s o an
ideal employe .
Second, we examine how hese
esponden s use in e ne and especially
company ec ui men websi es and company
social media o gain in o ma ion abou hei
u u e employe .
1. Employe B anding
B ands a e among a i m´s mos aluable
asse s and as a esul b and managemen is
a key ac i i y in many i ms. The applica ion
o b anding p inciples o human esou ces
managemen has been e med “employe
b anding”. Employe b anding ep esen s
a i m´s e o s o p omo e, bo h wi hin and
ou side he i m, a clea iew o wha makes
i di e en and desi able as an employe
(Backhaus & Tikoo, 2004).
The concep o employe b anding has
ecen ly become a p ominen opic in he
human esou ces managemen i eld (Alniacik
e al., 2014). The e m “employe b and” was
i s concep ualized by Amble and Ba ow
(1996) in hei pionee ing pape . The concep
o employe b anding has eme ged as a esul
o he applica ion o ma ke ing p inciples o
human esou ces managemen .
Employe b and is de i ned as “ he package
o unc ional, economic and psychological
bene i s p o ided by employmen , and iden i i ed
in wi h he employing company” (Amble &
Ba ow, 1996, p. 17). These au ho s sugges
ha jus like a consume b and, an employe
b and possesses a pe sonali y and an image
in he mind o he labou ma ke , which can
c ea e igh bonds be ween he b and and i s
wo k o ce (Fe nandez-Lo es, Ga ilan, A ello, &
Blasco, 2015).
Employe b anding helps o e ain alen ed
indi iduals, build us in leade ship and de elop
s onge bonding ies h ough i s impac on
indi idual, eam and o ganisa ional engagemen
(Alniacik e al., 2014; Gi el, Seidne , &
Wimbush, 2010). Fa ou able employe b anding
can educe ec ui men cos s by imp o ing
ec ui men pe o mance (Ba ow & Mosley,
2005; Be hon, Ewing, & Hah, 2005).
The b and mus be able o di e en ia e,
o c ea e loyal y, o sa is y and es ablish an
EMPLOYER BRANDING ON SOCIAL MEDIA
AND RECRUITMENT WEBSITES: SYMBOLIC
TRAITS OF AN IDEAL EMPLOYER
Lud ík Ege , Michal Mičík, Pe Řehoř
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225
1, XXI, 2018
Ma ke ing and T ade
emo ional connec ion wi h po en ial candida es
(Da ies, 2008). Thus, he alue o a b and
is associa ed wi h i s deg ee o awa eness/
ecogni ion and he image i con eys o people,
new po en ial candida es (Reis & B aga, 2016).
P e e ences and mo i a ion conce ning wo k
(also conce ning he employe b and) may be
di e en o each gene a ion, and would equi e
a en ion in human esou ces managemen
p ac ices in he ec ui men p ocess (Ege ,
Ege o á, & Mičík, 2015; Fe nandez-Lo es,
Ga ilan, A ello, & Blasco, 2015).
Social media may play a key ole in he
ec ui men p ocess in e ms o b anding he
o ganisa ion o po en ial employees (Si e zen,
Nilsen, & Ola sen, 2013). The use o social
media o o ganisa ions has bene i s such as
ee, unlimi ed use and sho e esponse ime
wi h espec o con ac and ac i i ies (Fu u,
2011).
1.1 O ganiza ional A ac i eness
O ganiza ional a ac i eness conce ns he
en isioned bene i s ha a po en ial employee
sees in wo king o a speci i c o ganisa ion. The
cons uc may be hough o as an an eceden
o he mo e gene al concep o employe b and
equi y. In o he wo ds, he mo e a ac i ely an
employe is pe cei ed by po en ial employees,
he s onge ha pa icula o ganisa ion´s
employe b and equi y is (Be hon, Ewing, &
Hah, 2005).
O ganisa ional a ac i eness is ega ded
as a mul idimensional cons uc . Be hon,
Ewing and Hah (2005) de eloped and alida ed
a mul i-i em scale o iden i y and ope a ionalize
he componen s o employe a ac i eness.
The au ho s iden i i ed i e dis inc dimensions
o employe a ac i eness. Thei scale
assesses o wha ex en he o ganiza ion
o e s he ollowing alues: in e es alue,
social alue, economic alue, de elopmen
alue and applica ion alue. A ac i eness has
been ope a ionalized h ough he a ibu es
o a ac i eness, he ac o s conside ed
by po en ial candida es when choosing an
employe (Be hon e al., 2005). Applican s
p io i ize hese ac o s acco ding o hei
espec i e needs and expec a ion.
Acco ding o Lie ens and Highhouse
(2003) we ecognize ins umen al and symbolic
a ibu es, whe e he i s e e o wha he
o ganiza ion ac ually o e s ha is use ul o job
seeke s (e.g., sala y package). Resea che s
mainly ocus on ins umen al ac o s
(A achchige & Robe son, 2011; Be hon,
Ewing, & Hah, 2005; Si e zen, Nilsen, &
Ola sen, 2013).
Symbolic a ibu es, in u n, ep esen
subjec i e and in angible aspec s, e.g., deg ee
o business inno a ion, cul u e, p es ige, e c.
(Reis & B aga, 2016).
Lie ens (2007) used an ins umen al symbolic
amewo k o s udy ac o s ela ing o bo h
employe image and o ganisa ional iden i y. This
au ho p oposed ha o ganiza ional a ac i eness
depends no only on ins umen al aspec s o he
job, bu also on he symbolic meaning associa ed
wi h joining a u u e employe . Symbolic a ibu es
a e linked o people’s need o main ain hei sel -
iden i y, o enhance hei sel -image, o o exp ess
hemsel es (Aake , 1997; Lie enes & Highhouse,
2003). I is supposed ha jobseeke s sea ch
o ganiza ions ha mee expec a ions ( ai s)
which e l ec hei sel -concep . And applican s
ended o be especially a ac ed o employing
o ganiza ions ha had ai s simila o hei own
ai s (Tom, 1971; Kissel & Bü gen, 2015).
S udies ha e shown ha symbolic a ibu es
may be especially ele an and can di e en ia e
an employe om i s compe i o s mo e han
ins umen al a ibu es (Lie ens & Highhouse,
2003; S i as a a & Bha naga , 2010; Reis &
B aga, 2016).
Jobseeke s ha e only basic in o ma ion and
ague knowledge and expe ience abou job
and o ganiza ional cha ac e is ics in he ea ly
s age o he ec ui men p ocess (S i as a a
& Bha naga , 2010). Lie ens and Highhouse
(2003) belie e ha he ins umen al – symbolic
amewo k o employe b anding has se e al
key applica ions in he a ea o applican s’ ini ial
a ac ion o companies. They a gue ha he
impo ance o he symbolic unc ions o a b and
inc eases when ins umen al di e ences
be ween b ands a e limi ed. These symbolic
a ibu es desc ibe he job/o ganiza ion in e ms
o subjec i e and in angible a ibu es and could
be impo an in a ac ing young people h ough
websi es and h ough communica ion wi h
social media.
1.2 Gene a ion Y and Employe
A ac i eness
Millennials (Gene a ion Y) belie e ha business
needs o pay as much a en ion o people
and pu pose as i does o p oduc s and p o i
(Deloi e, 2015). Companies, especially in
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226 2018, XXI, 1
Ma ke ing a obchod
de eloped coun ies, will ha e o ake ac ion and
make signi i can changes i hey wan o a ac ,
acqui e and e ain employees o gene a ion Y.
G ea e in e es in new echnologies and hei
wish o as ca ee de elopmen a e impo an
cha ac e is ics o his gene a ion (Tapsco ,
2010; Ca ahe , 2015).
I is e iden ha he In e ne has become
one o he mos popula sou ces o in o ma ion
o jobseeke s (Backhaus, 2004; Soulez &
Soulez, 2011) and especially Millennials o en
e alua e companies h ough he In e ne be o e
hey apply o a job; hey wan o be su e be o e
hey connec hei p o essional li es wi h hem.
(Job i e, 2013; Deloi e, 2015) The esul s o
he s udy conduc ed by Deloi e (2015) indica e
ha Millennials expec leading companies
o p o ide employees wi h oppo uni ies o
lea ning and pe sonal g ow h. Gene a ion Y is
o en p esen ed as p e e ing a posi i e wo k
en i onmen and s imula ing wo k o e ing
oppo uni ies o ad ancemen and success,
encou aging a collec i e managemen s yle,
and a en i e o he wo k-li e balance (Eisne ,
2005). The li e a u e is mo e con adic o y
conce ning he expec a ions o gene a ion
Y in e ms o sala y. Fo some esea che s,
sala y is conside ed less impo an han o he
a ibu es, such as a ul i lling p i a e li e (Eisne ,
2005), while o o he s his gene a ion emains
a en i e o sala y (Lowe, Le i , & Wilson, 2008;
Qenani-Pe ela, Schlosse , & Pompa, 2007).
2. Me hodology
Ou esea ch ocuses on how young people,
business s uden s in hei i nal yea a
uni e si y, assess he pe sonali y ai s o an
ideal employe , and on how young people
use company web and ec ui men websi es
and company social media o gain in o ma ion
abou hei u u e employe . In e ne o e s
he oppo uni y o communica e he employe
b and o po en ial candida es, o main ain
e ec i e in e ac ions wi h po en ial applican s,
and o success ully a ac young people.
The esea ch ques ion is:
Which employe symbolic a ac i eness is
p io i ized by Gene a ion Y?
And he esea ch sub-ques ions a e:
 How do business s uden s in hei i nal yea
a uni e si y assess he chosen pe sonali y
ai s o an ideal employe ?
 To wha ex en do business s uden s use
ec ui men websi es and company social
media o gain in o ma ion abou hei u u e
employe ?
To add ess he abo e-men ioned esea ch
ques ions, he ollowing hypo heses a e
de eloped and es ed in his s udy.
Hypo hesis 1: Pe cei ed impo ance o
symbolic ai s o employe a ac i eness may
a y acco ding o esponden ´s gende .
Hypo hesis 2: Pe cei ed impo ance o
symbolic ai s o employe a ac i eness
may a y acco ding o esponden ´s cu en
employmen s a us.
Hypo hesis 3: H0: The e is no di e ence
be ween men and women in he assessmen o
he impo ance o an o ganiza ion´s p o i les on
social media.
HA: The e is a di e ence be ween men and
women in he assessmen o he impo ance o
an o ganiza ion´s p o i les on social media.
Hypo hesis 4: H0: The e is no di e ence
in he assessmen o he impo ance o an
o ganiza ion´s ec ui men websi es ha o e
job oppo uni ies be ween men and women.
HA: The e is a di e ence be ween men and
women in he assessmen o he impo ance
o an o ganiza ion´s ec ui men websi es ha
o e job oppo uni ies.
Hypo hesis 5: Responden s (business
s uden s) ha ollow in o ma ion abou job
o e s on an o ganiza ion´s social media p o i les
i nd he o ganiza ion´s p o i les on social si es
impo an .
Hypo hesis 6: Responden s (business
s uden s) ha ollow in o ma ion abou job o e s
on ec ui men websi es i nd he o ganiza ion´s
ec ui men websi es impo an .
Hypo hesis 7: Responden s (business
s uden s) ha i nd he o ganiza ion´s ec ui men
websi es impo an also i nd he exp ession o
he key o ganiza ional alues impo an .
We examine he abo e-men ioned
s a emen s (H1 and H2) using desc ip i e
s a is ics and seman ic di e en ials which a e
sui able o his pu pose. To es hypo heses
H3 and H4 we used he non-pa ame ic Mann-
Whi ney U Tes (a es o equal dis ibu ions).
Va iables in H5, H6 and H7 a e displayed
in Pi o Table and hen he Chi-Squa e
Independence Tes is used o compa e whe he
he coun s o he ac ual da a o each unique
combina ion o ac o s o he wo a iables
a e signi i can ly di e en han he coun s ha
would be expec ed i he a ibu es we e o ally
independen o each o he (G ay, 2009).
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Ma ke ing and T ade
2.1 Sample
The sample consis ed o 259 i nal-yea s uden s
a wo egional uni e si ies in he Czech
Republic and hei acul ies o economics
(192 women and 67 men). The s uden s we e
om 21 o 24 yea s old and 79 pe cen o he
s uden s had al eady wo ked pa ime du ing
hei s udies. All he s uden s comple ed a sho
in e nship as a pa o hei s udy p og am.
Da a was collec ed by a sel -adminis e ed
ques ionnai e which includes demog aphic
ques ions and consis s o wo main pa s. In he
i s pa , a seman ic di e en ial ha measu es
he ideal b and pe sonali y o a ypical employe
is used. We needed a scale o measu e human
and employe b and pe sonali y wi h he
accen on symbolic ac o s ( ai s). A seman ic
di e en ial wi h en i ems, de eloped by Kissel
and Bü igen (2015), was a use ul ool o his
pu pose. The au ho s in eg a ed i ems om
b and pe sonali y c ea ed by Aake (1997), he
o ganisa ional pe sonali y c ea ed by Lie ens
and Highhouse (2003) and some s anda d
i ems om empi ical social esea ch ha
ha e been used o pe sonali y measu emen
(F id ichs, 1990). Jobseeke s, i nal-yea
business s uden s, e alua ed chosen symbolic
ai s o he ideal employe on a 7-poin scale.
Each componen - ai is desc ibed by a pai
o opposi e adjec i es. Responden s e alua e
each i em on a bipola scale and can a y he
posi ion o he posi i e o nega i e adjec i es.
The chosen ai s (Tabs. 1-3) include b oade
ac o s such as: ex o e sion, conscien iousness,
ag eeableness, compe ence, sophis ica ion o
openness o expe ience and exci emen (c . i e-
ac o model, So o, & Jackson, 2013).
The seman ic di e en ial is a lis o opposi e
adjec i e scales ( he me hod was in en ed
by Osgood, Suci and Tannenbaum (1957)).
Ini ially, he seman ic di e en ial was de eloped
o measu e he conno a i e meaning o e ms.
These days, seman ic di e en ial scales a e
used in a a ie y o social science esea ches
and also o ma ke ing pu poses. I is a e y
gene al measu emen echnique ha has o be
adap ed o each esea ch con ex , depending
on he goals and aims o he s udy (Ve hagen
& Meen s, 2007; Hendl & Rem , 2017). The
seman ic di e en ial is a ype o measu emen
in which he conclusions o he public ega ding
a i udes a e deduced om s a emen s on
hei opinions, iews, eelings, beha iou ,
e c., o he objec o ca ego y o objec . I is
especially sui able o measu ing emo ional
and beha iou al aspec s o he a i ude. I s
g ea ad an age is easy adminis a ion and
ela i ely as e alua ion (Klemen , Ch áska, &
Ch ásko á, 2015).
The second pa consis s o a ques ionnai e
wi h i ems ocused on s uden s’ use o company
ec ui men websi es and company social
media o gain in o ma ion abou a p ospec i e
employe . This ins umen was chosen because
i had al eady been employed in a s udy by
Si e zen, Nilsen and Ola sen (2013) ha also
ocused on employe a ac i eness esea ch.
Responden s mus e alua e each i em in his
pa o ques ionnai e ia a i e-op ion Like scale
(1 = no impo an a all, 5 = e y impo an ).
The pilo ing p ocess o he ques ionnai e
was pe o med on i e s uden s in o de o
check and adjus he unde s anding o he
ansla ed i ems and scale.
3. Analyses and Resul s
A o al o 281 i nal-yea s uden s pa icipa ed in his
s udy by olun a ily i lling ou he ques ionnai e.
A e p elimina y analyses, 22 ques ionnai es
we e elimina ed due o missing esponses. The
emaining 259 ques ionnai es we e coded and
hen analysed in Mic oso Excel.
The esul s o he i s pa o he conduc ed
su ey can be p esen ed as a i gu e (seman ic
di e en ial) whe e he a e age sco es o each
g oup o esponden s a e connec ed in o one
line. One o he mos appealing aspec s o
he seman ic di e en ial scale is he abili y o
he esea che o compu e a e ages and hen
plo a “p o i le” o he b and o company image
(Bu ns, Veeck, & Bush, 2017). The answe
o he esea ch sub-ques ion is ep esen ed
by a e ical “line o means” ( iew o selec ed
g oup o esponden s) ha summa izes he
a e age pe cep ion o he chosen symbolic
ai s o he ideal employe . De ailed in o ma ion
can be seen in Tabs. 1, 2 and 3. In ou case, he
seman ic di e en ial shows a p o i le o chosen
symbolic ai s o an ideal employe .
Be o e es ing he esea ch hypo heses
nos. 3-7, we made some p elimina y analyses
o he second pa o he ques ionnai e. Scale
eliabili y was assessed by in e nal consis ency
using C ombach´s Alpha coe i cien ( alue
0.709 is accep able).
In he conduc ed su ey, he i nal seman ic
di e en ials show business s uden s’ seman ic
space acco ding o he symbolic ai s o an
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228 2018, XXI, 1
Ma ke ing a obchod
ideal employe . The chosen adjec i es a e used
as pe sonali y desc ip o s ( ai s) o an ideal
employe .
As can be seen om Fig. 1 and Tab. 1, he
pe cei ed impo ance o he symbolic ai s o
employe a ac i eness is simila acco ding
The ideal employe is (gende )
I em Men Women
Exci ing 2.5 2.5 Bo ing
Play ul 3.6 3.1 Se ious
Gene ous 2.6 2.9 Th i y
Flexible 2.1 2.2 In l exible
Reliable 1.6 1.4 Un eliable
Inno a i e 2.6 2.8 T adi ional
P o essional 2.1 1.8 Unp o essional
Mode n 2.4 2.6 Classic
Chao ic 5.9 6.2 O ganized
Libe al 3.5 3.4 S ic
Numbe o s uden s 67 192
Sou ce: own
Tab. 1: Symbolic pe sonali y ai s o ideal employe (gende )
Fig. 1: Symbolic pe sonali y ai s o ideal employe (gende )
Sou ce: own
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Ma ke ing and T ade
Fig. 2: Symbolic pe sonali y ai s o ideal employe (cu en employmen s a us)
Sou ce: own
The ideal employe is (cu en employmen s a us)
I em wi hou
con ac
10 hou s
max. pe
week
om 11
o 30 hou s
o e 31
hou s pe
week
Exci ing 2.8 2.6 2.5 2.1 Bo ing
Play ul 3.3 3.3 3.2 3.2 Se ious
Gene ous 3.1 2.8 2.8 2.4 Th i y
Flexible 2.2 2.3 2.0 1.9 In l exible
Reliable 1.5 1.4 1.4 1.5 Un eliable
Inno a i e 3.0 2.8 2.7 2.6 T adi ional
P o essional 2.0 1.9 1.9 1.8 Unp o essional
Mode n 2.7 2.6 2.6 2.2 Classic
Chao ic 6.0 6.1 6.2 5.9 O ganized
Libe al 3.5 3.4 3.5 3.4 S ic
Numbe o s uden s 55 85 100 19
Sou ce: own
Tab. 2: Symbolic pe sonali y ai s o ideal employe (cu en employmen s a us)
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230 2018, XXI, 1
Ma ke ing a obchod
Fig. 3: Symbolic pe sonali y ai s o ideal employe ( esponden s and numbe
o hei social media p o i les)
Sou ce: own
The ideal employe is (s udy esul s)
I em A,B C,D
Exci ing 2.5 2.6 Bo ing
Play ul 3.1 3.4 Se ious
Gene ous 2.8 2.9 Th i y
Flexible 2.1 2.2 In l exible
Reliable 1.4 1.4 Un eliable
Inno a i e 2.7 2.9 T adi ional
P o essional 1.9 1.9 Unp o essional
Mode n 2.5 2.7 Classic
Chao ic 6.1 6.1 O ganized
Libe al 3.3 3.6 S ic
Numbe o s uden s 151 108
Sou ce: own
Tab. 3: Symbolic pe sonali y ai s o ideal employe (s udy esul s)
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Ma ke ing and T ade
o he esponden ´s gende . This means ha
hypo hesis no. 1 is no suppo ed. Impo an
symbolic pe sonali y ai s o an ideal employe
o bo h gende s can be desc ibed as: eliable,
p o essional, l exible and o ganized.
Fig. 2 and Tab. 2 show ha he pe cei ed
impo ance o he symbolic ai s o employe
a ac i eness is simila acco ding o he
esponden ´s cu en employmen s a us. This
means ha hypo hesis no. 2 is no suppo ed
and again, e y impo an symbolic ai s a e:
eliable, p o essional and o ganized.
We can summa ize ha o business
s uden s he mos impo an symbolic ai s o
hei u u e employe s can be desc ibed as:
eliable, p o essional and o ganized, and hese
ai s a e independen o he s uden ’s gende ,
cu en employmen s a us and e en hei s udy
esul s (Tab. 3).
Fig. 3 shows ha he pe cei ed impo ance
o he symbolic ai s o employe a ac i eness
is simila acco ding o he esponden ´s numbe
o social media p o i les.
To summa ize he i ndings om Figs.
1-3, he sco es o each g oup o esponden s
a e connec ed in o simila lines. The o e all
seman ic di e en ial o all h ee cases is almos
he same. This means ha i is independen o
he esponden ’s gende , employmen s a us
and numbe o social media p o i les.
As can be seen om Tab. 4, 53% o
esponden s i nd ec ui men websi es ha
o e job oppo uni ies impo an (scale 4
and 5 o he i ems) and he same numbe
o esponden s ag ee wi h he s a emen :
he o ganiza ion´s ec ui men websi es
gi e me de ailed in o ma ion abou hei job
oppo uni ies. Fo 50% o esponden s he
key o ganiza ion alues p esen ed on bo h
ec ui men websi es and social media si es a e
impo an . I is also e iden om he able ha
only 26% o esponden s i nd he o ganiza ion´s
p o i les on social si es impo an and only 18%
o esponden s s a e ha he o ganiza ion´s
p o i les on social media gi e hem su i cien
in o ma ion abou hei job oppo uni ies.
Ques ionnai e, pa 2: company social media and ec ui men websi es
I ems 1 2 3 4 5 Mean SD
I ollow in o ma ion abou job o e s on he
o ganiza ion´s social media p o i les 13 86 47 103 10 3.04 1.041
I ollow in o ma ion abou job o e s on he
o ganiza ion´s ec ui men websi es 24 93 60 79 3 2.78 1.017
I ollow in o ma ion abou job o e s on
social media si es ou side he o ganiza ion´s
o i cialchannels
31 81 50 87 10 2.86 1.124
I i nd he o ganiza ion´s p o i les on social si es
impo an 27 77 87 64 4 2.77 0.986
I ag ee wi h s a emen : he o ganiza ion´s
p o i les on social media gi e me de ailed
in o ma ion abou hei job oppo uni ies
21 98 93 44 3 2.65 0.893
I i nd ec ui men websi es ha o e job
oppo uni ies impo an 8 35 78 117 21 3.42 0.928
I ag ee wi h s a emen : he o ganiza ion´s
ec ui men websi es gi e me de ailed
in o ma ion abou hei job oppo uni ies
2 39 80 125 13 3.42 0.831
Exp ession o he key o ganiza ion alues
(bo h on ec ui men websi es and social
media si es) is impo an o me
6 36 88 116 13 3.36 0.865
Sou ce: own
No e: 1 = ne e / s ongly disag ee, 5 = e y equen ly / s ongly ag ee
Tab. 4: Resul s: company social media and ec ui men websi es
EM_1_2018.indd 231EM_1_2018.indd 231 21.3.2018 12:02:0721.3.2018 12:02:07
232 2018, XXI, 1
Ma ke ing a obchod
Hypo hesis 3: H0: The e is no di e ence
be ween men and women in he assessmen o
he impo ance o an o ganiza ion´s p o i les on
social media.
To es whe he he e was a s a is ically
signi i can di e ence be ween he wo g oups
o esponden s in e ms o hei assessmen
o he impo ance o an o ganiza ion´s p o i les
on social media, we used a s a is ical non-
pa ame ic app oach, he Mann–Whi ney
U- es . Following he Mann–Whi ney esul s
(Z-Sco e = -0.917, p- alue = 0.358 < 0.05), we
accep ed Hypo hesis 3 H0, which indica es ha
he e is no signi i can di e ence be ween men
and women.
Hypo hesis 4: H0: The e is no di e ence
be ween men and women in he assessmen o
he impo ance o an o ganiza ion´s ec ui men
websi es ha o e job oppo uni ies.
To es whe he he e was a s a is ically
signi i can di e ence be ween he wo g oups
o esponden s in e ms o hei assessmen o
he impo ance o an o ganiza ion´s ec ui men
websi es ha o e job oppo uni ies, we again
used a s a is ical non-pa ame ic app oach, he
Mann–Whi ney U- es . Following he Mann–
Whi ney esul s (Z-Sco e = -0.381, p- alue =
0.704 < 0.05), we accep ed Hypo hesis 4 H0,
which indica es ha he e is no signi i can
di e ence be ween men and women.
Hypo hesis 5: Responden s (business
s uden s) ha ollow in o ma ion abou job
o e s on an o ganiza ion´s social media p o i les
i nd he o ganiza ion´s p o i les on social si es
impo an .
To de e mine whe he he e was
a signi i can di e ence be ween he obse ed
and expec ed equencies o he wo a iables
p esen ed in c oss- abula ion, a chi-squa ed
es was conduc ed. In o de o mee he basic
condi ion o he chi-squa e es saying ha no
mo e han 20% o he expec ed coun s a e less
I ollow in o ma ion abou job
o e s on an o ganiza ion´s
social media p o i les
I i nd o ganiza ion´s p o i les on social si es impo an
12345
110001
241481137
3188623
45 14201756
501439
Sum 11 37 40 37 126
Sou ce: own
Tab. 5: Job o e s on o ganiza ion´s social media p o i les
I ollow in o ma ion abou job
o e s on an o ganiza ion´s
ec ui men websi es
I i nd ec ui men websi es ha o e job oppo uni ies impo an
12345
166633
222033326
30 4 23 29 4
40 5 15 51 8
500120
Sum 8 35 78 117 21
Sou ce: own
Tab. 6: Job o e s on ec ui men websi es
EM_1_2018.indd 232EM_1_2018.indd 232 21.3.2018 12:02:0721.3.2018 12:02:07