Table 5. Coding book/dictionary Code...

Table 5.

Coding book/dictionary

Code					Frequency
1. Digital marketing tools
	1.1. Digital marketing tools used to actively search for a job
		LinkedIn			22
		Job boards			16
		Company’s website			15
		University’s platform			13
		Recruitment agencies			6
		Facebook			1
	1.2. Digital marketing tools used to passively search for a job
		Notifications via email			29
		Direct offers – via email or a LinkedIn message			11
		Facebook groups			11
		Display an advertisement			8
	1.3. Digital marketing tools which are more relevant for the decision to apply for a job
		Digital marketing tools owned by the company
			LinkedIn		17
			Company’s website		10
			Reasons why they are the most relevant
				i) More information	15
				ii) More trustworthy and professional	11
				iii) More personalised and interactive	5
				iv) Direct contact with the recruiter	2
				v) Other tools redirect to them	2
		Digital marketing tools earned by the company
			University’s platform		7
			Job boards		5
			Reasons why they are the most relevant
				i) Quantity of job offers	6
				ii) Discover new companies and job functions	4
				iii) Unaware of other platforms	1
	1.4. Digital marketing tools used to apply for a job
		Indifferent			10
		Digital marketing tools owned by the company
			Company’s website		13
			LinkedIn		8
				i) An easy-to-apply tool	2
				ii) Redirects to the company website or email address	2
			Reasons why they are the most relevant
				i) More trustworthy and professional	16
				ii) Security	1
		Digital marketing tools earned by the company
			University’s platform		2
	1.5. Social networking sites (SNS)
		Facebook
			Seen as not being credible when/because
				i) More personal, less professional	34
				ii) Doubt the trustworthiness and credibility of offers	11
				iii) Lacks structure and was not built for this purpose	5
				iv) Has less information	4
				v) Groups with less specific audience
				vi) Seen as a “last call”, urgent action	3
			Seen as credible when
				i) Groups with alumni or specific audience	12
				ii) Redirects to other tool/platform or email address	4
				iii) Individuals know the people who advertise the job offer better	3
				iv) Publication on the company’s profile	1
		LinkedIn
			Seen as more credible		28
				i) More professional, serious and trustworthy	35
				ii) More structured and has more information	27
2. Information that influences the decision to apply for a job
	2.1. Job offer – function, requisites and type of contract				34
	2.2. Company – industry, culture, vision, products and services				27
	2.3. Salary				10
	2.4. HR factors – training and turnover rates				8
	2.5. Team members and qualifications				5
	2.6. Information sources
		Search engine			6
		Digital marketing tools owned by the company
			Company’s website		18
			LinkedIn		12
			Seen as more credible		45
			Seen as less credible		11
			Doubts regarding trustworthiness of the information provided		13
		Digital marketing tools earned by the company
			Word-of-mouth		12
				Someone with a current or former link to the company	20
				Someone with no current or former link to the company	4
			University’s platform		3
			Job boards		2
			Seen as more credible		15
3. Content marketing
	3.1. Positive influence on the decision to apply for a job				21
		Differentiation of the company			20
		More information about the company, culture and team			12
		Has a role in the decision, but it is not an eliminatory factor			6
		More willingness to apply for a job in the industry, but not necessarily for the company			1
	3.2. No influence on the decision to apply for a job				7
	3.3. Positive impact on company’s attractiveness				24
		Shows the company’s points of view and the willingness to start a conversation			10
	3.4. No impact on the company’s attractiveness				3
	3.5. Company’s industry influence on candidates’ perception				3
	3.6 Videos				4
4. Reputation
	4.1. Sources of reputation
		Current or former employees			14
		Glassdoor and similar websites			6
		Media			5
		Clients			1
	4.2. Has an influence on decision to apply for a job				25
		Negative reputation			11
	4.3. Does not have an influence on the decision to apply for a job				9
		The case of small companies and startups			7
	4.4. Reputation is more important than the information provided by the company				32
	4.5 Reputation is less important than the information provided by the company				15
	4.6. Reputation and information provided by the company are seen as being complementary				9

Code					Frequency
1. Digital marketing tools
	1.1. Digital marketing tools used to actively search for a job
		LinkedIn			22
		Job boards			16
		Company’s website			15
		University’s platform			13
		Recruitment agencies			6
		Facebook			1
	1.2. Digital marketing tools used to passively search for a job
		Notifications via email			29
		Direct offers – via email or a LinkedIn message			11
		Facebook groups			11
		Display an advertisement			8
	1.3. Digital marketing tools which are more relevant for the decision to apply for a job
		Digital marketing tools owned by the company
			LinkedIn		17
			Company’s website		10
			Reasons why they are the most relevant
				i) More information	15
				ii) More trustworthy and professional	11
				iii) More personalised and interactive	5
				iv) Direct contact with the recruiter	2
				v) Other tools redirect to them	2
		Digital marketing tools earned by the company
			University’s platform		7
			Job boards		5
			Reasons why they are the most relevant
				i) Quantity of job offers	6
				ii) Discover new companies and job functions	4
				iii) Unaware of other platforms	1
	1.4. Digital marketing tools used to apply for a job
		Indifferent			10
		Digital marketing tools owned by the company
			Company’s website		13
			LinkedIn		8
				i) An easy-to-apply tool	2
				ii) Redirects to the company website or email address	2
			Reasons why they are the most relevant
				i) More trustworthy and professional	16
				ii) Security	1
		Digital marketing tools earned by the company
			University’s platform		2
	1.5. Social networking sites (SNS)
		Facebook
			Seen as not being credible when/because
				i) More personal, less professional	34
				ii) Doubt the trustworthiness and credibility of offers	11
				iii) Lacks structure and was not built for this purpose	5
				iv) Has less information	4
				v) Groups with less specific audience
				vi) Seen as a “last call”, urgent action	3
			Seen as credible when
				i) Groups with alumni or specific audience	12
				ii) Redirects to other tool/platform or email address	4
				iii) Individuals know the people who advertise the job offer better	3
				iv) Publication on the company’s profile	1
		LinkedIn
			Seen as more credible		28
				i) More professional, serious and trustworthy	35
				ii) More structured and has more information	27
2. Information that influences the decision to apply for a job
	2.1. Job offer – function, requisites and type of contract				34
	2.2. Company – industry, culture, vision, products and services				27
	2.3. Salary				10
	2.4. HR factors – training and turnover rates				8
	2.5. Team members and qualifications				5
	2.6. Information sources
		Search engine			6
		Digital marketing tools owned by the company
			Company’s website		18
			LinkedIn		12
			Seen as more credible		45
			Seen as less credible		11
			Doubts regarding trustworthiness of the information provided		13
		Digital marketing tools earned by the company
			Word-of-mouth		12
				Someone with a current or former link to the company	20
				Someone with no current or former link to the company	4
			University’s platform		3
			Job boards		2
			Seen as more credible		15
3. Content marketing
	3.1. Positive influence on the decision to apply for a job				21
		Differentiation of the company			20
		More information about the company, culture and team			12
		Has a role in the decision, but it is not an eliminatory factor			6
		More willingness to apply for a job in the industry, but not necessarily for the company			1
	3.2. No influence on the decision to apply for a job				7
	3.3. Positive impact on company’s attractiveness				24
		Shows the company’s points of view and the willingness to start a conversation			10
	3.4. No impact on the company’s attractiveness				3
	3.5. Company’s industry influence on candidates’ perception				3
	3.6 Videos				4
4. Reputation
	4.1. Sources of reputation
		Current or former employees			14
		Glassdoor and similar websites			6
		Media			5
		Clients			1
	4.2. Has an influence on decision to apply for a job				25
		Negative reputation			11
	4.3. Does not have an influence on the decision to apply for a job				9
		The case of small companies and startups			7
	4.4. Reputation is more important than the information provided by the company				32
	4.5 Reputation is less important than the information provided by the company				15
	4.6. Reputation and information provided by the company are seen as being complementary				9

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