题　目：Company Branding and Job Ads

嘉　宾：Yu Zhao（赵钰）, Ph.D. Candidate, University of Pennsylvania

主持人：张铄  副教授  欧宝app官方网站下载安泰经济与管理学院

时　间：2023年11月10日（周五）14:30-16:00

地　点：欧宝app官方网站下载 徐汇校区 安泰经济与管理学院A305

内容简介:

How does corporate branding influence the return on the job ads that a company posts? We examine this question using data from 1,723 companies from the US and their job ads posted on a leading online job search engine. On this platform, companies can provide job- and firm-specific (corporate) information to potential applicants using company pages. We study the effects of corporate information provisio­­n via company pages on applicants' responses to job ads. Findings using a propensity score matching approach and a DID estimator show that, on average, corporate branding efforts by managing the information on a company page increase the likelihood that candidates will apply to jobs posted by that company. Companies that manage their company pages receive up to 6% higher job applications relative to other companies with similar characteristics. These effects are more pronounced for less experienced job applicants in the market, who may lack job market knowledge and thus benefit more from information provision. The effects are also more pronounced for companies with press information on company pages prior to starting to manage their pages. These findings are consistent with the hypothesis that providing information makes a bigger difference where information is lacking. We conclude with an exploratory analysis of how jobseeker decisions are affected by the different pieces of corporate information on a company page including brand logo and images, happiness score of the company, CEO approval rate, average ratings, as well as textual responses to the questions posed by the candidates.

演讲人简介：

Yu Zhao （赵钰）is a doctoral candidate in marketing at the Wharton School, University of Pennsylvania.Yu’s overall research portfolio aims to understand the consequences of the presence and absence of information in the digital economy. Yu employs research methods ranging from econometric modeling, causal inference, to computational linguistics to tackle this question. Her research focuses on estimating the effects of privacy and transparency regulations, as well as firm-initiated tools to reduce the asymmetry of information in markets. Yu’s research strives to provide insights into consumer behaviors within the digital economy and assist marketing practitioners in making informed decisions on their marketing strategies, in the constantly evolving online information environment. Her research also aims to inform policymakers about the potentially unintended consequences of regulating the digital economy.

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