Fashion Industry: How medium sized companies use digital marketing for hiring new employees?

Absztrakt (kivonat)

Marketing activities have developed with increasing reliance on the Internet and traditional marketing is no longer sufficient to achieve the marketing goals of commercial projects, so digital marketing has become a more effective and appropriate solution, including many strategies that can be used to achieve these goals. Therefore, this research aims to study the market of the fashion industry in medium-sized companies to determine the usage of digital marketing tools for hiring purposes and what strategies are they using to find qualified staff. In addition to the digital tools in career development. Initially, the research in the literary review section relied on the theories mentioned by (Bala and Verma, 2018) as it talks about digital marketing tools and how they contribute to the success of company performance when employed appropriately. Moreover, the Meaning-Based Model by (Mick and Buhl, 1992) explains the marketing experience of consumers, as it is important in the marketing process. Data were collected from different sources such as articles, books, websites, especially LinkedIn, and conducting interviews. Subsequently, the content analysis method (Krippendorff, 2018) was used to analyze data from different job positions for fashion companies in the European market. In addition to the thematic analysis method (Joff, 2012) to evaluate all interviews conducted with Human Resources Department in the firms. As the sample was 50 companies and 4 attempted the study. This study presents the most important tools and strategies adopted by medium-sized companies, which are content marketing, sponsored ads, and other social marketing tools to increase the number of applicants for the jobs they advertise. Therefore, the main goal is to reach qualified people to achieve the company's goals and, to do this, digital marketing tools must be properly used, and use applications and websites that attract more applicants for fashion jobs.