Employer branding on social media and recruitment websites: symbolic traits of an ideal employer

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 EM_1_2018.indd 224EM_1_2018.indd 224 21.3.2018 12:02:0621.3.2018 12:02:06 225 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 EM_1_2018.indd 225EM_1_2018.indd 225 21.3.2018 12:02:0621.3.2018 12:02:06 226 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). EM_1_2018.indd 226EM_1_2018.indd 226 21.3.2018 12:02:0621.3.2018 12:02:06 227 1, XXI, 2018 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 EM_1_2018.indd 227EM_1_2018.indd 227 21.3.2018 12:02:0621.3.2018 12:02:06 228 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 EM_1_2018.indd 228EM_1_2018.indd 228 21.3.2018 12:02:0621.3.2018 12:02:06 229 1, XXI, 2018 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) EM_1_2018.indd 229EM_1_2018.indd 229 21.3.2018 12:02:0621.3.2018 12:02:06 230 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) EM_1_2018.indd 230EM_1_2018.indd 230 21.3.2018 12:02:0721.3.2018 12:02:07 231 1, XXI, 2018 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