"#Melomerito": a Netnographic Study on Communication in Digital Recruiting

International Journal of Communication and Media Science
© 2019 by SSRG - IJCMS Journal
Volume 6 Issue 1
Year of Publication : 2019
Authors : Nicola Carpignano, Concetta Papapicco, Giuseppe Mininni
: 10.14445/2349641X/IJCMS-V6I1P102
MLA Style:

Nicola Carpignano, Concetta Papapicco, Giuseppe Mininni, "#Melomerito": a Netnographic Study on Communication in Digital Recruiting" SSRG International Journal of Communication and Media Science 6.1 (2019): 8-16.

APA Style:

Nicola Carpignano, Concetta Papapicco, Giuseppe Mininni,(2019). "#Melomerito": a Netnographic Study on Communication in Digital Recruiting. SSRG International Journal of Communication and Media Science 6(1), 8-16.


The digital revolution has invested various areas of human experience, including that of job search and / or ideal candidate.Thanks to the opportunities of "online visibility" (Morales, 2014), companies prefer to spread their ads on various recruiting sites, in way to "attract" the potential candidate. In this scenario, mediated job advertisements become persuasive means of reaching an ever-wider target. The study, therefore, aims to verify if the structure of an e-recruiting site influences and creates new signification practices for the companies and for the users. Through a netnographic study (Kozinets, 2010), two online recruting spaces were compared: LinkedIn and Employerland. Starting from the results of netnographic analysis, 190 job advertisements of the two sites was analysis with qualitative methodologies, from which it emerged different Socio-Epistemic Rhetoric (Berlin, 1993). The results highlight that, in the drafting of a job announcement, not all the attractive communication strategies are considered. Above all, the presentation of the benefits was not present in the analysis; in particular, no information is provided on the future of the candidate's career and this is in contrast with the promotion that the two spaces make, based on the rhetoric of "playfulness" and "professionalism".


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Key Words:

digital recruting, employer branding, mediated job ads, Graphcoll, Socio-Epistemic Rhetoric