Viral Attraction: Incongruency in Job Adverts on Social Media

Abstract: Organizations are facing increasing challenges when it comes to securing talent. Harsh competition and a young generation more inclined to bargain means more activities to stand out and become an attractive employer. One medium where the younger generation may be found is social media, and employer branding and recruitment activities may take place there. However, social media is a congested place with constant stimuli. Organizations have to explore new means of standing out, and one such tool is viral marketing through an incongruency framework. This thesis explores the impact of incongruent communication on the employer's attractiveness and intentions to pursue it. Another factor investigated regarding this strategy was the attitude towards the communication itself and word-of-mouth intention towards the brand. The study was conducted using a quantitative approach and distributed self-questionnaires physically on the Stockholm School of Economics campus and digitally through social media. It was distributed to students enrolled in Swedish universities. Results revealed that incongruent job advertisements for the given context had no significant effect on employer attractiveness, intentions to pursue the organization, ad attitude, or word-of-mouth intentions.