Improving Job Advertisement Attractiveness and Best Practices for Social Media Recruitment
(A2025-125326)

AUTHORS

Joseph Sy-Changco, University of Macau; KAI MAN CHEONG, University of Macau

ABSTRACT

Social media is reshaping recruitment with unprecedented efficiency, yet limited research leaves recruiters relying on intuition. This study examines the impact of various job advertisement dimensions on job seekers' attitudes and application intentions, offering actionable insights for optimizing social media recruitment (SMR). Analyzing 7,692 Facebook posts from a leading Macau-based recruitment service (June 2022–May 2023) through Generalized Linear Models in R, the study reveals that organizational familiarity and advertisement interaction significantly influence job seekers, while factors like salary and company culture show minimal effect. Findings suggest that traditional electronic advertising designs often fail to engage candidates. This research provides clear guidelines for crafting effective social media job advertisements, offering practical insights for organizations, HR managers, recruitment agencies, and consultants. It also advances understanding of testing advertisement effectiveness and job seekers' perspectives on ads, jobs, and organizations, contributing to improved SMR strategies.