Interview script
| A brief introduction about the objectives of the interview and a contextualisation of the research. Request permission to record the interview | |
| 1. What are the digital marketing tools that you normally use when searching for a job? | |
| a. Is there any other place where you find job offers, even if you are not actively looking for them? b. From those, which ones do you find the most relevant for your decision to apply, or not? c. What aspects/factors make them the most relevant? | |
| 2. Are you more willing to apply for a job position through a certain digital marketing tool? | |
| a. Which one? b. What are the reasons for choosing this/these ones? | |
| 3. Regarding social media, for you, what are the main differences between job openings advertisements on Facebook and LinkedIn? | |
| a. Which ones do you find to be the most credible and relevant for your decision? b. Why would you say this happens? | |
| 4. Which information is more important for your decision to apply for a job opening | |
| a. Which digital marketing tool do you prefer to use to search for this information? b. If the information is made available on a source which is controlled by the company (e.g. company’s site), do you find it to be more or less credible? c. Which information is more important for your decision: that which the company provides through their own channels and pages; or that which you access through a third party (whether it is your friends, connections, or pages not controlled by the company)? | |
| 5. Nowadays, some companies implement the strategy of content marketing – through producing and sharing valuable and interesting content that is not directly connected to their products or services, or in this case – the job opening (e.g. posts about the culture, their employees, the industry advances) | |
| a. Does this make the company more attractive as a possible employer? b. Does the fact that the company does this influence your decision to apply or not for the job opening? | |
| 6. What do you think is the role of the company’s reputation in your decision to apply for a job opening? | |
| a. Do think that reputation is more or less important than the information that the company provides about themselves and the job opening? | |
| A brief introduction about the objectives of the interview and a contextualisation of the research. Request permission to record the interview | |
| 1. What are the digital marketing tools that you normally use when searching for a job? | |
| a. Is there any other place where you find job offers, even if you are not actively looking for them? | |
| 2. Are you more willing to apply for a job position through a certain digital marketing tool? | |
| a. Which one? | |
| 3. Regarding social media, for you, what are the main differences between job openings advertisements on Facebook and LinkedIn? | |
| a. Which ones do you find to be the most credible and relevant for your decision? | |
| 4. Which information is more important for your decision to apply for a job opening | |
| a. Which digital marketing tool do you prefer to use to search for this information? | |
| 5. Nowadays, some companies implement the strategy of content marketing – through producing and sharing valuable and interesting content that is not directly connected to their products or services, or in this case – the job opening (e.g. posts about the culture, their employees, the industry advances) | |
| a. Does this make the company more attractive as a possible employer? | |
| 6. What do you think is the role of the company’s reputation in your decision to apply for a job opening? | |
| a. Do think that reputation is more or less important than the information that the company provides about themselves and the job opening? | |
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