Hur ordval i arbetsannonser påverkar vem som söker: En studie om metastereotyper, Self-efficacy och ålder.

Sammanfattning: Recruiting workforce is a constant challenge for many companies and organizations where they need to attract, hire, and keep qualified personnel, all while there is a shortage of capable and relevant candidates. Therefore, it is of utmost relevance to present a job ad that is optimized to the correct target group and demography. This essay combined meta stereotypes and Self-efficacy to find out how a job ad’s wording affects what age group is more inclined to apply for a job through an experimental study (N=228; 46,49% aged 30 or younger, 53,51% aged 50 or above). Results showed there was a difference in how words are perceived based on the participants age, but that both age groups (below 30 and above 50) were more inclined to apply for the job ad designed to target the younger audience.