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

"#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".


[1] Allen, D., Van Scotter, J., & Otondo, R. (2004). Recruitment communication media: Impact on prehire outcomes. Personnel Psychology, 57, 143-171.
[2] Argentero, P., Cortese C.G. & Piccardo. (2009), Psicologia delle organizzazioni. Italia. Cortina Raffaello.
[3] Arthur, D. (2006). Recruiting, interviewing, selecting &orienting new employees, New York, Usa. Amacom.
[4] Arthur, M.B. (1994). The boundaryless career: A new perspective for organizational inquiry. Journal of Organizational Behavior. 15, 295-306.
[5] Arthur, M.B., & Rousseau, D.M. (Eds.). (1996). The boundaryless career: A new employment principle for a new organizational era. New York: Oxford university Press.
[6] Askehave, I.(1973), Communicating Leadership: A Discourse Analytical Perspective on the job advertisement, Journal of Business Communication. 47, 313-345.
[7] Backhaus K. (2004). An exploration of corporate recruitment descriptions on Monster.com. Journal of Business Communication, 41, 115-136.
[8] Backhaus K. & Tikoo S. (2004). Conceptualizing and researching employer branding. Carrer development international, 9, 501-517.
[9] Bernritter S.F., Ooijen I.V. & Muller B.C. (2017). Self-persuasion as marketing technique: the role of consumers‘ involvement. European Journal of Marketing, 51, 1075-1090.
[10] Blackman, A. (2006). Graduating students‘ responses to recruitment advertisements. Journal of Business Communication 43, 367-388.
[11] Berlin, James. (1993). Poststructuralism, semiotics, and social-epistemic rhetoric: Converging agendas. In Theresa Enos & Stuart Brown(eds.), Defining the new rhetorics, 137-176. Newbury Park, CA: Sage.
[12] Berthon P., Ewing M. & Han L. (2005). Captivating company: dimensions of attractiveness in employer branding. International journal of advertising, 24(2), 151-172.
[13] Borstorff. P.C., Marcatore M.B. & Bennet D. S. (2006). Attitudes and behaviors of job seekers. Allied Academies International Conference, 11, 9-15.
[14] Braddy, P.W., Meade, A.W., Michael, J.J., & Fleenor, J.K. (2009). Internet Recruiting: Effects of Websites Content Feature on Viewers‘ Perceptions of Organozational Culture. International Journal of Selection and Assesment, 17, 19-34.
[15] Breaugh, J.A., & Billings, R.S. (1988). The realistic job preview: Five key elements and their importance for research and practice. Journal of Business and Psychology. 2, 291-305.
[16] Breaugh, J. A., & Starke, M. (2000). Research on employee recruitment: So many studies, so many remaining questions. Journal of Management, 26, 405-434.
[17] Cable DM, Aiman-Smith L, Mulvey PW, Edwards JR. (2000). The sources and accuracy' of job applicants' beliefs about organizational culture. Academy of Management Journal, 43, 1076-1085.
[18] Cable DM, Judge TA. (1996). Person—organization fit, job choice decisions, and organizational entry. Organizational Behavior and Human Decision Processes, 67, 294—311.
[19] Cable DM, Turbant D.B., (2003). The Value of Organizational Reputation in the Recruitment Context: A Brand-Equity Perspective. Journal of Applied Social Psychology, 33, 2244-2266.
[20] Ciadini, R. (1984). Le Armi della Persuasione, Come e Perché si finisce per dire si. Firenze. Italia. Giunti Editore.
[21] Cialdini, R. (2017) Pre-suasione, Creare le Condizioni per il Successo dei Persuasori. Firenze. Italia. Giunti Editore.
[22] Cober,R.T., Brown, DJ, LM, and Levy, PE (2004). Recruitment on the Net: how do organizational web Sites Characteristics Influence applicant attraction ?. Journal of Management, 30 (5), 625-648.
[23] Collins C.J. & Han J. (2004). Exploring Applicant Pool Quantity and Quality: The Effects of Early Recruitment Practice Strategies, Corporate Advertising, and Firm Reputation. Personnel Psychology, 57, 685-717.
[24] Davies G. (2008). Employer branding and its influence on managers. European Journal of Marketing, 42, 667 – 681.
[25] De Marzo P.M., Vayanos D. & ZwiebelJ.(2003). Persuasion bias social influence and unidimensional opinions. Quarterly jouraml of economics, 118, 909-968.
[26] Edwards M.R. (2010) An integrative review of employer branding and OB theory. Personnel Review,39, 5-23.
[27] Falk E. & Scholz C. (2018). Persuasion, Influence, and Value: Perspectives from Communication and Social Neuroscience . Annual Review of Psychology, 69, 18.1-18.25.
[28] Harris F. & De Chernatony L. (2001). Corporate branding and corporate brand performance. European journal of marketing. 35, 441-455.
[29] Hartog, D.N., Caley,A., & Dewe, P.(2007). Recruiting leaders: An analysis pf leadership advertsements. Human Resource Management Journal, 17, 58-75.
[30] Highhouse, S., Michael, J.Z., Todd, J., Thorsteinson, Stierwalt S.L., & Slaughter, J., (1999) Assessing company employment image an exaple in the fast food idustry. Personnel Psychology,52, 151-176
[31] Hiltrop J.M. (1999). The Quest for the Best: Human Resource Practices to Attract and Retain Talent. European Management Journal 17, 422–430.
[32] Isaac M. & Grayson K. (2007). Beyond Skepticism: Can Accessing Persuasion Knowledge Bolster Credibility?. Journal of Consumer Research, 43, 895-912.
[33] Jefkins, F. (2000). Advertising. Inghilterra. Made Simple.
[34] Jennings, M., Werbel, J., & Power, M. (2003). The impact of benefits on graduating students willingness to accept job offers. Journal of Business Communication, 40(4), 289-302.
[35] Johnson G., Griffith J.A. & Buckley M.R.(2016). A new model of impression management: Emotions in the ‗black box‘ of organizational persuasion. Journal of Occupational and Organizational Psychology, 89, 111–140.
[36] Łącka-Badura, J., (2014) Academic job postings as part of academic discourse: A cross-cultural perspective. Second Language Learning and Teaching 22, 217-219/234
[37] Lievens, F., & Highhouse, S. (2003). The relationship of instrumental and symbolic skills to the attactiveness of entrepreneurs as an employer. Personnel Psychology,56, 75-101.
[38] Lotto, L. & Rumiati, R., (2007) Introduzione alla psicologia della comunicazione. Bologna. Italia. Il Mulino.
[39] Makosky V.P. (1985). Identifying major techniques of persuasion. Teaching of psychology,12, 42-43.
[40] Malik, Z., & Razaullah,(2013) The Role of E-recruitment Towards Attraction of Workforce: A Case of Telecom Sector Organization. Abasyn Joutnal of social Sciences 6, 104-115.
[41] Mariani, M., & Curcuruto, M., (2016). Online recruitment: The role of trust in technology. Psicologia sociale, 2, 199-210.
[42] Maurer Steven, D., & Liu, Y. (2007). Development of effective e-recruiting sites: Insights for marketing managers from marketers. Business Horizons 50, 305-305.
[43] Mininni, G. (1992). Diatesti. Per una Psicosemiotica del discorso sociale. Napoli.Liguori.
[44] Mininni, G. (2005). Diatexts as a Mirror of Human Complexity. World Futures,61, 163-175.
[45] Myers D. G., (2008). Psicologia sociale. Milano. Italia. The McGraw-Hill Companies.
[46] Mohadis H.M., Ali N.M. & Smeaton A.T. (2016). Designing a persuasive physical activity application for older workers: understanding end-user perception. Behaviour& information technology, 35, 1102–1114.
[47] Nelson M.R. & Parck J. (2005). Publicity as Covert Marketing? The Role of Persuasion Knowledge and Ethical Perceptions on Beliefs and Credibility in a Video News Release Story. J Bus Ethics, 130,327–341.
[48] Nilsen E. & Olafsen A.H. (2013). Employer branding: Employer attractiveness and the use of social media. Journal of Product & Brand Management, 22/7, 473-483.
[49] O‘Neal E.C., Kipnis D. & Craig K.M. (1994). Effects on the Persuader of Employing a Coercive Influence Technique. Basic and applied social psychology, 15, 225-238.
[50] Parry, E., & Tyson, S. (2008). An Analysis of the use and sucess of online recruitment methods in the UK. Human Resource Management Journal, 18, 257-257
[51] Popovich P, Wanous JP. (1982). The realistic job preview as a persuasive communication. Academy of Management Review, 7, 570—578.
[52] Pourfarhad, M., (2012). Introducing Communicative Event As A Tool To Communicate Via the Medium Of Language: The Case of Job Advertisement. International Journal of Applied Linguistics and English Literature 1, 104-113.
[53] Ryan, G., Gubern, M., & Rodriguez, I. (2000). Recruitment advertising: The marketing human resource interface. International Advances in Economic Research, 6(2), 354-354.
[54] Sandu M. Tasente T. Ciacu N.(2013). Manipulation and Persuasion in Social Influence of the Romanian Media. Acta universitatis danubius, 7, 134-151.
[55] Slaughter, J., Zickar, M., Highhouse, S., Mohr, D., Steinbrenner, D., and O'Connor, J. (2001, April). Personality tracts inferences on organizations: Development of a measurement and testing of congruence hypotheses. Journal of Applied Psychology, 89, 85-103.
[56] Turban, D., Forret, M., & Hendrickson, C. (1998). Applicant attraction to firms: Influences of organization reputation, job and organizational attributes, and recruiter behaviors. Journal of Vocational Behavior, 52, 24-44.
[57] Varotto A., Gamberini L., Spagnolli A. & Wartino F. (2016) The Persuasive Effect of Social Network Feedback on Mediated Communication: A Case Study in a Real
Organization. Cyberpsychology, behavior, and social networking, 19, 193-201.
[58] Weatherby G.A. & Scoggins B. (2005). A Content Analysis of Persuasion Techniques Used on White Supremacist Website. Journal of hate studies, 4:9, 9-31.
[59] Wilden R., Gudergan S. & Lings I. (2010). Employer Branding: Strategic Implications for Staff Recruitment. Journal of Marketing Management 26, 56-73.
[60] Williamson, I. (2000). Employer legitimacy and recruitment success in small businesses. Entrepreneurship Theory & Practice Journal, 25, 27-42.

Key Words:

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