Kommunikationsstrategi

Sammanfattning: The value of a company's employees is considered to be higher and more important for a business success than ever. Losing employees is not only a loss of valuable knowledge, it also implies a significant cost related to the recruitment of new employees. To attract potential personnel, it is important for the companies to understand how to communicate with talents. Choosing a communication medium for a job advertisement is not easy when new options constantly arise. Despite the development of new communication mediums and channels, such as social mediums, the traditional communication medias still remain available. By conducting a quantitative experiment this thesis examines if the choice of communication medium for a job advertisement effects the potential future employees' attitude towards the organization as well as the intention of applying for the job. The study is based on Media Richness Theory, implying that the capacity of the communication medium is positively related to attitude formation. By communicating an identical job advertisement using Facebook and Dagens Nyheter this theories could be tested. This enabled an examination of the potential of the upcoming social medias, compared to the traditional options. The results of the experiment indicate that Facebook has a greater capacity then Dagens Nyheter. They also indicate that the capacity of a communication medium, used to communicate a job advertisement, is positively related to both the attitude towards the organization and the intention of applying for the job. These indications therefore underline the potential of social medias and suggest that choosing a communication channel with a great capacity can improve the outcome a recruitment process.