Instagram for recruiting: a content analysis and effects of information and interactions in hiring-related Instagram posts

Purpose This study aims to understand how organizations use social media for recruitment by identifying (1) what type of information is promoted and (2) what type of engagement and interaction occurs in hiring-related Instagram posts. Moreover, drawing on the social media affordance approach, this study further examines whether certain information and interactions in Instagram posts lead to better outcomes. Design/methodology/approach Using a hashtag-based sampling strategy, we conducted a content analysis of 274 hiring-related Instagram posts by organizations to identify different types of information and interaction and then conducted a series of t -tests to examine the impact of the observed information and interactions on outcomes. Findings We found four types of hiring-related information and identified ten types of interactions driven by both organizations and audiences. Additionally, we found that hiring-related Instagram posts with a high degree of visibility and association led to more likes and comments. Practical implications This study’s results can benefit organizations that use Instagram to attract jobseekers and potential applicants, as different types of information and interaction lead to different outcomes. Originality/value Since this is the first study to content analyze Instagram posts associated with hiring, it will provide important implications for both practice and research.