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Recruitment Advertisement and corporate Image
Dr. Govind DaveFaculty of Management Studies
Principal, IndukakaIpcowala Institute of ManagementCharotar
University of Science and Technology, ChangaDr. Pranav Desai
Faculty of Management Studies
Asst.Professor
, IndukakaIpcowala Institute of ManagementCharotar
University of Science and Technology, ChangaJasprit
GillStudent, IndukakaIpcowala Institute of ManagementCharotar
University of Science and Technology, ChangaAbstract
Plagiarism detected: 0.81% http://connection.ebscohost.com/c/a... id: 1
Corporate image is a function of many variables and
recruitment advertising is one ofthem. The imagery and language contained in recruitment advertisements may
provideindicators to the corporate image of the organization. This paper examines the literature
onrecruitment advertising and analyzes that what can be the different variables of an advertisementused in
different platforms.
Plagiarism detected: 0.15% http://connection.ebscohost.com/c/a... id: 2
The paper provides an insight into the
perception of employed individuals and job seekers towards recruitment advertisement and how it helps building
Plagiarism detected: 0.18% http://connection.ebscohost.com/c/a... id: 3
the corporate image of the organization. This paper
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surveyed 300 respondents which consisted of already employed individuals and job seekers .The result
depicted that there were 8 and 9 factors respectively affecting them towards recruitment advertisement.
Furthermore,the results show that perception of employed individuals and job seekers are almost
sametowards watching a recruitment advertisement.Keywords :Recruitment, Applicants attraction, Interactive
Affects, Design of the advertisement, Tenure of organization, Logo,
Appeal___________________________________________________________ __________1.
IntroductionIn today's fast paced world and time an organization has different alternatives of channels through
which they can attract potential employees, like advertising, referrals, etc. Recruitment advertising seems to
be a medium heavily relied upon by most companies to target and establish a direct link with potential
employees across a broad section of target audience. Despite this, little systematic research has been carried
out to understand the nature of the actual content being used in recruitment advertising. Recruitment
advertising is an important tool available to companies for effective manpower planning and selection and
placement of personnel for suitable positions.Recruitment advertising-by giving out job description,
qualifications required, motivational attributes, hints at job satisfaction, information about the organization, etc
has high efficacy towards targeting people with suitable skills and affecting them psychologically to respond to
recruitment advertisements.The dimension, achievement and reach of the organization that may be reflect in
its recruitment advertisements can enhance its corporate image in the minds of its potential applicants.A
sound corporate image helps the company attract competent employees, positively influences employee
morale and improves labor relations. Companies' use recruitment advertising as a persuasive marketing
communication tool, for it could possibly convince the applicants that they are the employer of choice.
Organizational values and Images are thus, communicated through publicity and advertising of variables such
as salary, job content, opportunities of learning, flexibility and independence on the job, image of the
company, company's areas of business, potential for growth of the company and the industries in which it
operates, etc. using varied communication media such as written advertisements, internet, radio and
television advertisements, summer internship programs for graduating students, employee referrals, job fairs,
pre-placement talks at the campus, etc. Yet empirical research in the field of recruitment advertising is virtually
non-existent, especially in the Indian context.2. Literature reviewKolnhoferDerecskei , A., Nagy, V., Zoltay
Paprika, Z. (2018)researches that "How Can Creative Workplaces Meet Creative Employees?" The purpose
of this study is to identify the individual and contextual factors that facilitate or hinder employees' creativity.
They identify that literature is also referring to critical factors that impact employees' creativity. The sample
selection happened according to quota, with the snowball method. They found that the probability that a
creative person works in a creative workplace is twice greater than that of the case of a non-creative person.
This study presents the fundamentals of aartisticplace of work so that employees' creativity can be developed
and a kind of work environment which facilitates organizational creativity can be created.Pedro R., Palos-
Sanchez, Jose Ramon Sara, and Felipe Debasa (2018)premeditated the Influence of Social Networks on
Development of Recruitment Actions that Favour the User Interface Design and Conversions in Mobile
Applications Powered by Linked Data .Researcher gathered data with an electronically administered survey to
users of 30 leading companies in mobile digital marketing which invoiced more than 3 million. E survey was
performed using the Likert 5-point scale -e hypotheses of the conceptual model were tested using the partial
least squares (PLS) technique to estimate the structural equation models based on the variance. The study
concluded that e results obtained show that it is a model with predictive capacity and that the model can be
replicated, given the results obtained by the determination coefficients of the dependent variables:
conversions and recruitment actions. Ujjal Mukherjee (2017) studied on "Creative recruitment- The call of the
hour". In an employability learningconduct last August impressive, the firm originate that merely 4.22% of
engineering former students are employable in item for consumption companies and only 17% in IT services.
So recruiting talent still remains a hassle. This paper looks into the different methods of Creative Recruitments
and the pros and cons of each. Like Open-ended job postings, Gamification, Go on the field and some other
effective digital tools.Ujjal Mukherjee (2017) studied on "Innovative Recruitment- The "Zappos" Way". The
researcher tries to understand the thinking process behind such a move by the retail giant. This article looks
into the pros and cons of such a move. It also looks into the feasibility of such kind of move by other

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Industries. Zappos , the US based online retail giant have given away the traditional method of job posting. In
their recent employment drive their loom sounds like it special treatmenttowards potential employees who
were most intensely engaged with the brand. Researcher can't predict that this approach will be a rousing
success initially. still, if the Zappos recruiting team takes up a data determined model, it will be keep on
sanitization this move with their learning on what is important and what is not, so the real results will start
coming in after a year or so.Muhammad Hafeez (2017) studied on "The Role of E- Recruitment in Attracting
Potential Candidates: Evidence From Fresh Graduate Job Seekers". The target of this study is to see the
effectiveness of an online recruitment system and its impact on organizational attraction towards fresh
graduate job seekers. A sample, comprised of 302 fresh graduate job seekers from the HEC recognized well
known business schools in the Lahore region, selected by Stratified Random Sampling through a
questionnaire. Since the data was not normal, the Kruskill Wallis test of mean differences was applied.
Furthermore, the Macro process tool for Regression analysis was used to investigate the matter of cost
effectiveness, ease of use and site quality. It is concluded that E-Recruitment has a positive impact on
organizational attraction. However, results also conclude that this positive relation between E-Recruitment and
organizational attraction depends on the quality of the recruitment website.Carol Byrd- Bredbenner, Colleen
Delaney, Jennifer Martin-Biggers, Mallory Koenings and Virginia Quick (2017) studied the marketing plan and
outcome indicators for recruiting and retaining parents in the Home Styles randomized controlled trial. A
comprehensive and systematic plan for recruitment and retention was implemented and outcomes assessed.
The findings of the present study highlight the need for far-reaching, concentrated, and varied recruitment
strategies; sufficient time in the research plan for recruitment and retention activities; and creative, tireless,
flexible, persistent project staff for health-related interventions.FilipLievens and Jerel E. Slaughter (2016)
analyzed Employer Image and Employer Branding: What We Know and What We Need to Know.
Researchers began the post-2001 period in a more exploratory mode, examining either all potential intuitively
appealing personality moderators or choosing a single individual difference. Additionalfresh work, yet, has
taken a more attentive and speculative approach, and they believe that this has considerably enhanced their
knowledge of how to mark specific types of applicant based on their mental and demographic characteristics.
So far, research on temporal moderators has received the least attention, but the available evidence gathered
shows that applicants weight employer image dimensions differentially across the different
stages.MarijeHendriks (2016) studied on "Organizational Reputation, Organizational Attractiveness And
Employer Branding: Clarifying The Concepts". We started collecting data by creating three separate
databases for each concept. We used a spreadsheet in Microsoft Excel to create the databases. We have
allocated space in the spreadsheet to insert information about the title, author, abstract, citations, journal,
year, impact factor and search engine. The results of this study are divided in four parts. In the first part we
discuss the results of the maturity analysis; in this part we discuss each concept separately. The second part
consists of the results on conceptual level, in this part we discuss the results of the concept analysis on
conceptual level first and then we discuss the results of the cross-concept analysis on conceptual level. The
third part consists of the discussion of results on methodological level. The final part of this chapter discusses
the results of this study on empirical level. This part starts with a discussion of the results of the concept
analysis on empirical level and subsequently the results of the crossconcept analysis on empirical level are
discussed.Kathryn L. Matthews, Kate R. Lorig, Diana D. Laurent , Linda Rudolph , Kathy Dervin ,
FerdyMassimino (2015) studied on "Internet Recruiting: Lessons Learned From a Failed Worker's
Compensation Back Pain Education Program". This paper reports on the failed recruiting efforts for a back
pain Internet patient education study. Six hundred injured workers with back pain were needed for the study.
To be eligible one must have been on disability and missed more than 10 days of work. Recruitment efforts
included use of electronic medical records to identify potential subjects, web site links, direct mailings, phone
calls, talks with clinic staff, as well as brochures and pamphlets in the clinic. A finding of the research is that
over a fourteen-month period, only 20 subjects were recruited. A study of the barriers to recruitment revealed
system related problems including: missing data in electronic medical records and inability to integrate
recruiting into the medical visit. Individual problems such as computer access and language also posed barrier
to recruitment.Mary Grace G. Ventura and Rex P. Bringula (2013) studied Effectiveness of Online Job
Recruitment System: Evidence from the University of the East. Descriptive approach was used to collect data
to determine if the objectives of the study were met. The respondents of the study came from the following
groups Human Resource Department, head of the different departments with teaching and non-teaching staff,
newly hired teaching and non-teaching staff, Regular/full-time teaching and non-teaching staff. Purposive
sampling method was utilized in choosing the respondents. A survey questionnaire was utilized as the
research instrument. Anova test was performed 5% level of probability and 95% reliability were employed to
determine the significance of the findings. Researcher concluded that the developed software was effective in
selecting qualified applicants within a shorter period of time. Hence, it would become a significant contributor
to quality hire. Lastly, it was also accomplished that Performance, Reliability, Security, and Cost-effectiveness
could be utilize as criterion forevaluate online recruitment software.Sara L. Rynes, Alison E. Barber (1989)

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studied on "Applicant Attraction Strategies: An Organizational Perspective". The present paper draws on
multiple literatures to develop a model of applicant attraction from the organization's perspective. In paper
they (1) Delineate three general strategies for enhancing candidate attraction, (2) suggest broad categories of
emergency factors predictable to affect the choice (and potential effectiveness) of choice strategies, (3) put
forward probable interrelationships among the strategy, (4) link applicant attraction strategies to other human
resource practices, (5) outline various dimensions of attraction outcomes (e.g. qualitative and quantitative,
attitudinal and behavioral, temporal), and (6) discuss implications for future attraction research. The present
paper provides a tentative framework for organizational decision makers confronted with attraction challenges,
as well as for researchers who wish to increase our understanding of the entire attraction process.Gerard
ryan, marcel gubern, inmarodrigue studied on "Recruitment Advertising: The Marketing-Human Resource
Interface". This paper examines the recruitment advertising placed in the popular national media, otherwise
known as press advertising. These are the advertisements that employers place in newspapers to advertise
employment vacancies and to attract applicants to their firms. The significance of corporate image in the
design of recruitment advertising is increasing It has been suggested that the corporate image may influence
the effectiveness of the advertisement in attracting suitable candidates and that, in turn; recruitment
advertising may influence the firm's corporate image.3. Research statementA study on recruitment
advertisement and corporate image3.1 Research objectivesTo study the factors affecting employed
individuals after watching recruitment advertisement while applying for a job.To study the factors affecting job-
seekers after watching recruitment advertisement while applying for a job .To identify the perception of already
employed individuals and Job seekers towards building corporate image after watching recruitment
advertisement.3.2 Variable structureAge GenderApplicant's interestQualificationJob Seeker Perception 3.3
HypothesisH1: There is no significant difference between factors affecting and perception of already employed
individual's after watching recruitment advertisement while applying for a job.H2: There is no significant
difference between factors affecting and perception of job-seekers after watching recruitment advertisement
while applying for a job.H3: There is no significant difference between the perception of already employed
individuals and job seekers towards corporate image.Population The population for the study consisted of all
job seekers mostly students of Charusat University and employed individuals in the main cities of Gujarat.4 .
Research methodologyResearch Design: Descriptive research design Source of data collection: Primary data-
Collection from survey (Questionnaire) Secondary data - O nline and offline copies of newspaper, magazine
and journal having recruitment advertisements.Sampling Plan: Sam pling Frame -Already employed
individuals and job seekers. Sample Size - 300 RespondentsData Analysis 5.1 ReliabilityCase Processing
Summary N % Cases Valid 300 100.0 Excluded a0 .0 Total 300 100.0 Reliability Statistics Cronbach's AlphaN
of Items .737 38 The above table shows the Cronbach's Alpha value which is more than 0.6 therefore it can
be conclude from the same that data is reliable which is resulting to 0.737.5.2 Descriptive StatisticsAge
Frequency Percent Valid 118-25 years 151 50.3 26-20 years 93 31.0 31-40 years 36 12.0 41-50 years 18 6.0
51 & above 2 .7 Total 300 100.0 Interpretation :The total number of respondent is described in the above table
possessing highest 18-25 years of population resulting to 50.3%.Gender Frequency Percent Valid Male 204
68.0 Female 96 32.0 Total 300 100.0 Interpretation: The above table indicates the gender, male and female of
the respondents which have resulted in 68 and 32 % respectively.Location Frequency Percent Valid
Ahmedabad 191 63.7 Bareja 44 14.7 Vadodara 13 4.3 Surat 7 2.3 Kheda 14 4.7 Nadiad 2 .7 Narol 5 1.7
Others 24 8.0 Total 300 100.0 Interpretation :The above table depicts the different cities surveyed amongst
which the respondents of Ahmedabad were highest resulting to 63.7%.Education Frequency Percent Valid
SSC 25 8.3 HSC 36 12.0 UG 56 18.7 PG 182 60.7 PhD 1 .3 Total 300 100.0 Interpretation: The above table
represents the education qualification of the respondents which resulted that most of the candidates surveyed
were post graduates resulting to 60.3%.Employment Status Frequency Percent Valid Employed 217 72.3 Job
Seeker 82 27.3 3.00 1 .3 Total 300 100.0 Interpretation: The above table describes the employment status of
the individual which results to 72.3% of employed and 27.3% jobseekers.Work Experience Frequency Percent
Valid 1 years 121 40.3 1-10 Years 144 48.0 11-20 Years 30 10.0 21-30 years 4 1.3 31 & above 1 .3 Total 300
100.0 Interpretation: The above table depicts the information about the work experience of the candidates
which is resulting into the highest of 1-10 year of experience. (48.0%)Sr. No. Particulars SDA DA N A SA
Mean S.D 1. Recruitment advertisement helps in building corporate image of the organization. 12 28 94 102
64 3.5933 1.04799 2. Corporate image of the organization plays an important role when applying for job. 3 3
32 141 121 4.2467 .76229 3. Corporate image influence the attractiveness of Work. 3 2 19 77 199
4.5567 .73160 4. You tend to directly apply for job after watching a recruitment advertisement. 66 72 59 46 57
2.8533 1.42076 5. You tend to look for further information about the organization before applying for job after
watching recruitment advertisement. 13 16 30 38 203 4.3400 1.12633 Highest mean is 4.5567 for "Corporate
image influence the attractiveness of Work." which describes that majority of respondents strongly agree for
specific variable. Lowest mean is 2.8533 for "You tend to directly apply for job after watching a recruitment
advertisement". Which describes that majority of respondents strongly disagree for specific variable .. Highest
Standard Deviation for "You tend to directly apply for job after watching a recruitment advertisement." is

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1.42076 which shows that people are having different satisfaction level for the same. Lowest Standard
Deviation for "Corporate image influence the attractiveness of Work" Value is .73160 which shows that people
are having almost same satisfaction level for the same. Sr. No. Particulars SDA DA N A SA Mean S.D 1
Description of the organization. 0 5 44 134 117 4.2100 .74907 2 Job title is described. 0 0 21 175 104
4.2767 .58417 3 Location of the job is described. 1 1 29 159 110 4.2533 .66631 4 Layout of the advertisement
1 2 38 129 130 4.2833 .73361 5 Content is easy to understand. 1 32 36 133 128 4.2833 .72443 6 Benefits are
described. 0 3 31 121 145 4.3600 .70621 7 Call to Action is provided. 0 5 37 101 157 4.3667 .76212 8
Description of Salary and incentives. 1 9 27 113 150 4.3400 .79151 9 Description of Job Duties and roles. 5
10 36 111 138 4.2233 .90342 10 Usage of pictures and sketches in the advertisement. 6 26 38 97 133 4.0833
1.04564 11 Attractive border of the advertisement. 7 33 36 94 130 4.0233 1.09855 12 Conveying exact
meaning. 1 17 34 103 145 4.2467 .89171 13 Tenure of the organization is described. 1 12 24 121 142
4.3033 .80839 14 Key persons of the organization are described. 4 10 21 119 146 4.3100 .84634 15
Achievements of the organization are described. 2 9 30 100 159 4.3500 .83054 16 Attractive advertisement. 1
9 25 111 154 4.3600 .78685 17 Creativity in the advertisement. 3 6 27 107 157 4.3633 .80839 18 Theme of
the advertisement. 1 5 33 107 154 4.3600 .76966 19 Appeal in the advertisement. 0 3 26 108 163
4.4367 .69349 20 A logo-design that represent the organization. 1 9 27 97 166 4.3933 .80047 21 Placement
of Advertisement. 3 5 20 102 170 4.4367 .77545 22 Corporate colour /Design0 7 15 81 197 4.5600 .69859 23
Websites provided for further information. 0 3 14 60 223 4.6767 .61104 24 Requirements from candidate are
described. 0 1 7 37 255 4.8200 .46366 Highest mean is 4.8200for "Requirements from candidate are
described." which describes that majority of respondents strongly agree for specific variable. Lowest mean is
4.0233 for "Attractive border of the advertisement." Which describes that majority of respondents strongly
disagree for specific variable.. Highest Standard Deviation for " Attractive border of the advertisement." is
1.09855 which shows that people are having different satisfaction level for the same.Lowest Standard
Deviation for " Requirements from candidate are described." Value is .46366which shows that people are
having almost same satisfaction level for the same.Sr. No. Particular Value Factor Name 1 Usage of pictures
and sketches in the advertisement. 0.491 Detailed information Attractive border of the advertisement. 0.617
Conveying exact meaning. 0.539 Tenure of the organization is described. 0.535 Key persons of the
organization are described. 0.612 Achievements of the organization are described. 0.539 Attractive
advertisement. 0.560 Creativity in the advertisement. 0.522 A logo-design that represent the organization.
0.482 Placement of Advertisement. 0.452 Corporate color /Design 0.527 2 Layout of the advertisement 0.425
Convenience of candidate Content is easy to understand. 0.494 Description of Salary and incentives. 0.588
Description of Job Duties and roles. 0.540 3 Websites provided for further information. 0.584 Website
information 4 Description of the organization. 0.482 Candidate requirement Requirements from candidate are
described. 0.480 5 Appeal in the advertisement. 0.760 Appeal of the advertisement 6 Benefits are described.
0.597 Action back available Call to Action is provided. 0.463 7 Job title is described. 0.576 Benefits of applying
Location of the job is described. 0.405 8 Theme of the advertisement. 0.510 Theme of advertisement 5.3
Factors affecting Job seekers Sr. No. Particular Value Factor Name 1 A logo-design that represent the
organization. 0.739 Online Help Placement of Advertisement. 0.800 Corporate colour /Design0.715 Websites
provided for further information. 0.572 2 Key persons of the organization are described. 0.736 Detailed
Information Achievements of the organization are described. 0.788 Attractive advertisement. 0.768 Creativity
in the advertisement. 0.644 3 Attractive border of the advertisement. 0.739 Attractive Advertisement
Conveying exact meaning. 0.832 Tenure of the organization is described. 0.697 4 Description of Salary and
incentives. 0.620 Job Description Description of Job Duties and roles. 0.782 Usage of pictures and sketches
in the advertisement. 0.728 5 Benefits are described. 0.755 Action back Call to Action is provided. 0.774 6
Description of the organization. 0.875 Designation information Job title is described. 0.884 7 Location of the
job is described. 0.667 Conveniences Layout of the advertisement 0.788 Content is easy to understand. 0.580
8 Theme of the advertisement. 0.787 Appeal of Advertisement Appeal in the advertisement. 0.753 9
Requirements from candidate are described.0.710 Candidate RequirementFactors affecting Employed
Individuals 5.4 Independent Sample T-TestParticulars Sig value Remarks Recruitment advertisement Helps in
building corporate image of the org.008 /w:t /w:r H0 RejectedCorporate image of the org. plays an imp Role
when applying for job..679 H 0 AcceptedCorporate image influence the attractiveness of Work. .712 H 0
AcceptedImmediately apply for job after watching a rec advt..751 H 0 AcceptedLook for further information
after watching rect. advt. 206 H 0 AcceptedRecruitment advertisement helps in building corporate image of
the organization -The significant Value is less than 0.05(i.e. 0.30). Hence, H0 will be rejected. So, there is
significant difference between the perception of employed individuals and job seekers towards corporate
image.Corporate image of the organization plays an important role when applying for job -The significant
Value is more than 0.05(i.e. 0.30). Hence, H0 will be accepted. So, there is significant difference between the
perception of employed individuals and job seekers towards corporate image.Corporate image influence the
attractiveness of Work- The significant Value is more than 0.05(i.e. 0.30). Hence, H0 will be accepted. So,
there is significant difference between the perception of employed individuals and job seekers towards

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corporate image.You tend to directly apply for job after watching a recruitment advertisement -The significant
Value is more than 0.05(i.e. 0.30). Hence, H0 will be accepted. So, there is significant difference between the
perception of employed individuals and job seekers towards corporate image.You tend to look for further
information about the organization before applying for job after watching recruitment advertisement- The
significant Value is more than 0.05(i.e. 0.30). Hence, H0 will be accepted. So, there is significant difference
between the perception of employed individuals and job seekers towards corporate image.Limitation of Study
Due to the time constraints the research is limited to descriptive study. A comprehensive study that covered
number of job seekers would be a very big challenge. Background of the study The purpose of the study is to
investigate the effect of recruitment advertisement on building corporate image effecting the perception of
employer and jobseeker. Recruitment Advertising is a key part of the recruitment process which represents
the corporate image of the organization and affects the job seekers attention to apply for the job. The purpose
of advertising is to reach the largest qualified audience. No job seeker would like to apply for a job if the advert
didn't accurately describe the role, the company and the responsibilities of the position. A compelling job ad is
vital to attracting the right candidates for clients' business and as a recruiter one of the key skills to grab their
attention is advert writing. It is essential to make sure that the wording of advertisement does not work to
exclude possible recruits. The main focus should be on inclusion rather than exclusion.Conclusion The study
will identify the entire problem related to recruitment advertisement and corporate image. The present study is
a modest attempt to know perception of job seeker and employed individuals towards applying for a job after
analyzing the corporate image and the role played by recruitment advertisement in building it. The objective of
this paper is to analyze the effect of recruitment advertising in building corporate image and the effect of
recruitment advertising on perception Job seeker and employed individuals. It would be concluded that what
are the more initiatives and changes needed in advertisement displayed for getting the perfect candidate
company wants. Bibliography Andrea Broughton, B. F. (2013). The use of social media in the recruitment
process. Barber, S. L. (1989). Applicant Attraction Strategies: An Organizational perspective. Bringula, M. G.
(2013). Effectiveness of Online Job Recruitment System: Evidence from the University of the East. Carol
Byrd-Bredbenner, C. D.-B. (2017). The marketing plan and outcome indicators for recruiting and retaining
parents in the HomeStyles randomized controlled trial. Egerová, D. (dec 2017). Recruitment through the use
of corporate websites - A comparative study. Kate R Lorig, D. L. (n.d.). Internet Recruiting: Lessons Learned
From a Failed Worker's Compensation Back Pain Education Program. Kothari, H. R. (2018). Recruitment
Advertising and Corporate Image: Interface BetweenMarketing and Human Resources. Mukherjee, U. (Nov
2017). Creative recruitment-The call of the hour. Mukherjee, U. (2017). INNOVATIVE RECRUITMENT-THE
"ZAPPOS" WAY. Nagy, A. D. (2018). How Can Creative Workplaces Meet Creative Employees? Pedro R.
Palos-Sanchez, J. R. (2017). The Influence of Social Networks on the Development of Recruitment Actions
that Favor User Interface Design and Conversions in Mobile Applications Powered by Linked Data. Slaughter,
F. L. (2015). Employer Image and Employer Branding: What We Know and What We Need to Know.

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