Banking Communication Practices in Human Resources Recruitment through LinkedIn

Recruitment communication represents a significant objective for companies operating within the banking sector, to this end, online social networks serving a pivotal role. Each medium has specific requirements in terms of corporate communication, requiring tailored messaging which aligns with the sender’s objectives and target audience. In this article, we present an analysis of online corporate communication through the LinkedIn applied to the main banks in the Romanian market. Furthermore, we provide a detailed examination of the communication practices of two of these banks. The findings of the study indicate that several factors have contributed to the success of communication which employs LinkedIn: posts are published frequently, but on few occasions within the same day, thereby maintaining a constant presence; the published content does not frequently reference the product catalogue; appealing visual elements are employed with great frequency; posts have been observed to encourage interactivity.