Purpose Considering Gen Z’s unique formative experience with social media, this study aims to apply the cue utilization theory to investigate the effects of social media policy as an organizational cue in attracting this cohort to hospitality and tourism (H&T) companies. Design/methodology/approach A 2 (policy frame: promotion/prevention) × 2 (policy boundary: distinct/permeable) experiment was conducted with 243 Gen Z H&T job seekers. ANCOVA analyses were performed to analyze the effects of policy frame and boundary on perceived organization attractiveness and pursuit intention, respectively. Findings This study found that when a company policy promoted social media usage, Gen Z job seekers reported higher attractiveness and pursuit intention in the distinct boundary condition. However, when a company’s social media policy emphasized a prevention frame, Gen Z job seekers reported a similar level of perceived attractiveness and pursuit intention, regardless of the policy boundary conditions. Originality/value This study addressed the literature gaps of limited research on the Gen Z workforce and the effects of social media policy on talent attraction. Based on the cue utilization theory, this study identified the policy clause combinations that generated positive recruitment impacts among Gen Z members. The study provided unique theoretical and practical implications for H&T managers to use social media policy as a novel and cost-effective tool to attract Gen Z talents.
研究目的 考虑到 Z 世代在社交媒体方面的独特成长经历, 本研究借鉴了线索利用理论, 调查了社交媒体公司政策作为组织线索在吸引这一年轻人才群体加入酒店和旅游公司方面的影响。 研究方法 本研究在 243 名 Z 世代潜在的酒店和旅游从业人员中进行了 2(政策框架:促进与预防)x 2(政策边界:明显与模糊)的实验。 通过一系列 2x2 ANCOVA 分析来确认政策框架和政策边界对Z 世代的劳动力在组织吸引力和求职意愿的影响。 研究结论 研究结果表明, 当公司提倡在工作中使用社交媒体, Z世代潜在员工觉得有明显边界政策的公司 (相对于有模糊边界政策的公司)具有更高的吸引力和追求意愿。 然而, 当公司的社交媒体政策强调预防框架时, 无论政策边界如何界定, Z 世代潜在员工都表示相似的组织吸引力和求职意愿。 研究创新 本研究从人才吸引的角度来填补了关于 Z 世代劳动力和社交媒体政策的研究空白。 基于线索利用理论, 该研究揭示了对 Z 世代成员产生积极招聘影响的政策条款组合。 该研究为酒店和旅游管理人员使用社交媒体政策作为吸引 Z 世代人才的新颖且具有成本效益的工具提供了独特的理论和实践意义。