Information on a company's employment webpage sends signals about the employer image the company intends to project to applicants. Nonetheless, we know little about the content of recruitment signals sent via company employment webpages. This study develops a method to measure companies’ projected employer image attributes based on their employment webpages. Specifically, we analyze companies’ projected employer image attributes by applying computer-aided text analysis (CATA) to the employment webpages of 461 Fortune 500 companies (i.e., more than 11,100 individual pages). Our results show that projected employer image attributes remain relatively stable over time. Moreover, we find relatively low levels of employer image differentiation between companies and between industries. Only a small group of companies (<20%) use distinct employer attribute signals to communicate their projected employer image. Finally, there is limited convergence between projected employer image attributes based on employment webpages and ratings on similar attributes on employer review websites. Generally, our results show that CATA is a viable method for assessing companies’ projected employer image in the context of employer image management and engineering.

中文翻译：

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你所看到的就是你得到的？通过公司的招聘网页衡量公司的雇主形象预测属性

公司招聘网页上的信息会向求职者发送有关公司打算向申请人展示的雇主形象的信号。尽管如此，我们对通过公司招聘网页发送的招聘信号的内容知之甚少。本研究开发了一种基于公司招聘网页来衡量公司预计雇主形象属性的方法。具体而言，我们通过将计算机辅助文本分析 (CATA) 应用于 461 家财富 500 强公司的招聘网页（即超过 11,100 个单独的页面）来分析公司的投射雇主形象属性。我们的结果表明，预计的雇主形象属性随着时间的推移保持相对稳定。此外，我们发现公司之间和行业之间的雇主形象差异相对较低。只有一小部分公司（< 20%）使用不同的雇主属性信号来传达他们的雇主形象。最后，基于就业网页的预测雇主形象属性与雇主评论网站上类似属性的评级之间存在有限的融合。一般来说，我们的研究结果表明，CATA 是在雇主形象管理和工程背景下评估公司预期雇主形象的可行方法。