Assessing Organizational Image: Triangulation Across Different Applicant Perceptions, Website, and Facebook Features

Authors

Alejandra Matamala, Florida International UniversityFollow

Document Type

Dissertation

Degree

Doctor of Philosophy (PhD)

Major/Program

Psychology

First Advisor's Name

Chockalingam Viswesvaran

First Advisor's Committee Title

Committee Chair

Second Advisor's Name

Valentina Bruk-Lee

Second Advisor's Committee Title

Committee Member

Third Advisor's Name

Jesse Michel

Third Advisor's Committee Title

Committee Member

Fourth Advisor's Name

Paulette Johnson

Fourth Advisor's Committee Title

Committee Member

Keywords

Organizational Image, Organizational Personality, Recruitment, Web-based Recruitment, Social Media, Corporate Website, Facebook

Date of Defense

11-12-2014

Abstract

This study examined the role of corporate websites and company Facebook profiles in shaping perceptions of organizational image in the recruitment context.

A primary purpose of this research was to determine whether or not perceptions of organizational image vary across different web-based recruitment methods, specifically examining corporate websites and social networking (SNW) sites, such as company Facebook profiles. A secondary goal was to determine how these perceptions of image are shaped by the objective components of websites and Facebook profiles. Finally, this study sought to determine the most influential components of websites and Facebook profiles, in terms of impacting image, to better understand how organizations can maximize their web-based recruitment efforts.

A total of 102 companies selected from Fortune Magazine’s 2011 top 500 were chosen for the study. Perceptions of organizational personality as well as objective assessments of personality were gathered for each organization in a two phase approach. Results indicate that exposure to corporate websites and company Facebook profiles do influence perceptions of image in different ways. Furthermore, individual components of the websites were identified as key drivers for influencing specific image dimensions, particularly for company Facebook pages. Findings are beneficial for advising practitioners on how to best manage their web-based recruitment sources in order to maximize efficiency. The present study serves to further our understanding of the process through which perceptions of organizational image are influenced by new recruitment sources.

Identifier

FI14110760

Recommended Citation

Matamala, Alejandra, "Assessing Organizational Image: Triangulation Across Different Applicant Perceptions, Website, and Facebook Features" (2014). FIU Electronic Theses and Dissertations. 1740.
https://digitalcommons.fiu.edu/etd/1740