THE INFLUENCE OF RECRUITMENT MARKETING ON CANDIDATE ATTRACTION
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Abstract : THE INFLUENCE OF RECRUITMENT MARKETING ON CANDIDATE ATTRACTION
The objective of this study is to explore the influence of recruitment marketing on candidate attraction, focusing on its impact on application rates, candidate quality, and overall recruitment outcomes. A survey design is selected for its ability to gather quantitative data from a large sample. Using Taro Yamane's formula, a sample size of 320 respondents is calculated to ensure statistical significance. The case study is based in Sokoto, focusing on a retail company with a strong recruitment marketing strategy. The reliability coefficient score of 0.86 confirms the survey's reliability. Findings indicate that effective recruitment marketing significantly enhances candidate attraction, increasing application rates and improving candidate quality. Recommendations include investing in comprehensive recruitment marketing campaigns and utilizing analytics to measure their effectiveness.
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