Authentic dialogue? The role of “friendship” in a social media recruitment campaign
Abstract
Purpose
The purpose of this paper is to contribute to emerging theory about the role of authenticity in social media use through discussion of a not‐for‐profit organisation's experiences of using social networking to communicate with potential stakeholders during a recruitment campaign.
Design/methodology/approach
The paper uses critical discourse analysis of semi‐structured interviews with organisational spokespersons to examine the use of social media by this not‐for‐profit organisation.
Findings
The organisation attempted to re‐position its identity to appear “authentic” to potential young stakeholders, and to use social media to build a dialogue that would attract new recruits to the industry. The paper discusses the challenges and opportunities experienced by the not‐for‐profit organisation in this recruitment campaign.
Practical implications
Organisations contemplating the use of social networking sites to engage new audiences can reflect on the problems encountered in the implementation of this campaign, and plan to avoid similar pitfalls.
Originality/value
The study presents original empirical data in relation to social networking by a not‐for‐profit organisation. It demonstrates the importance of audience perceptions of authenticity and raises important questions about organisational “control”, and the expectations of employees carrying out “authenticity work”.
Keywords
Citation
Henderson, A. and Bowley, R. (2010), "Authentic dialogue? The role of “friendship” in a social media recruitment campaign", Journal of Communication Management, Vol. 14 No. 3, pp. 237-257. https://doi.org/10.1108/13632541011064517
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited