Non LinkedIn based e-recruitment : Investigating the Degree to which French Students Would Adopt non-LinkedIn based E-recruitment Websites.

Abstract

Online recruitment has become a central element in students' career paths, particularly in a context where platforms such as LinkedIn dominate the market. This thesis examines the adoption of alternative online recruitment platforms to LinkedIn by French students, with the aim of analyzing the motivations and perceptions underlying this choice. Through a quantitative survey, carried out among 105 participants during the 2023-2024 academic year, this research work explores the extent to which these alternatives are adopted, while identifying the factors influencing this adoption. Adopting a realist philosophy, this study strives to capture student motivations, attitudes and behaviors as they manifest in reality, relying on a deductive approach to empirically test hypotheses based on existing brand equity theories. The designed questionnaire quantitatively measures students' attitudes, behaviors and perceptions, covering various aspects of online recruitment. JobTeaser emerges as a particularly effective platform, with 48% of students having found employment through it, indicating its alignment with university students' specific needs. Indeed and Welcome to the Jungle also show substantial engagement, suggesting a shift towards platforms that offer specialized services. The main elements positively influencing users are brand awareness, brand association, perceived quality, and brand loyalty. Brand awareness, though not the strongest influence, remains significant with students more inclined to consider platforms that are familiar. Brand association and perceived quality have a profound impact, with perceived quality demonstrating the most considerable influence—platforms that provide a high-quality user experience, secure and meaningful job listings, are more likely to be adopted. This research contributes to an in-depth understanding of the adoption of online recruitment platforms in a context specific to the French student population, and opens up prospects for future research that might examine these dynamics in a broader international context.