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A Study on the Effect of Catchphrases in Corporate Job Postings on Job Applications from Individuals in Their 20s and 30s

  • Industry Promotion Research
  • Abbr : IPR
  • 2024, 9(3), pp.205-212
  • DOI : 10.21186/IPR.2024.9.3.205
  • Publisher : Industrial Promotion Institute
  • Research Area : Interdisciplinary Studies > Interdisciplinary Research
  • Received : June 18, 2024
  • Accepted : July 12, 2024
  • Published : July 31, 2024

Min Jae Hwang 1 Seung In Kim 1

1홍익대학교

Accredited

ABSTRACT

This study aims to analyze the impact of catchphrases used in job postings on job applications in the context of accelerating social participation of Generation Z and changing business environments. To this end, case studies of catchphrases used in job postings by domestic and international companies were conducted. In addition, job postings for the Korea Electric Power Corporation (KEPCO), a well-known public institution, were created using four trend keywords: 'general phrases,' 'eco-friendliness,' 'employee welfare,' and 'social issues (equality).' An online survey was conducted to analyze the impact of catchphrases in job postings on job applications, and the results showed that 83% of respondents found that the catchphrases in job postings had a positive effect on their application decisions. Through in-depth interviews, the importance of design elements and catchphrases in job postings as perceived by actual job seekers was confirmed. In conclusion, this study aims to explore how catchphrases in job postings can facilitate smooth communication between companies and job seekers and strengthen corporate image promotion activities. It seeks to provide insights into how companies can effectively utilize catchphrases in job postings according to age and job type in future recruitment processes.

Citation status

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