Comparative analysis of recruitment communication of hotels via online job advertisements in individualistic and collectivistic cultures
ENIntroduction. Hospitality organizations are highly sensitive to human recourse issues such as high labour turnover, hard-to-fill vacancies, and attracting suitable employees (Ladkin, Buhalis, 2016; Christensen Hughes, Rog, 2018). These issues refer to the dynamics of the communication process in recruitment and retention. The need for research in this area was revealed already in 1987 by Van M. Latham and Peter M. Leddy (Latham, Leddy, 1987), but as we see from A. Ladkin and D. Buhalis current research, in hospitality organisations this need is still highly relevant. Researchers analyzed trends of online recruitment and their effect on prospective employees in hospitality organizations. According to Fujimoto et al (2007) countries with high individuality (like e.g. United States of America, Australia, United Kingdom) receive growing amounts of employees from high collectivity countries (in Asia, Middle Europe, Africa), what suggests that the need for understanding between (individualistic) employers and (collective) employees is highly relevant. Nevertheless, published researches on this matter were not found. In order to this we raise a hypothesis, that there is a difference in how employers from individualistic and collectivistic culture countries communicate in recruitment process. In our research we take a step towards a more specific part of online recruitment, and seek to analyze and compare what in communication between recruiting firm and job seeker in hospitality organizations is considered to be important among different cultures. To achieve the goal of the research presented in this paper the following tasks are implemented: previous research concerning job advertisements is analyzed, based on which a research framework is developed and a content analysis method is applied and conclusions are drawn. [Extract, p. 96].
