Original scientific paper
https://doi.org/10.1080/1331677X.2020.1798264
Using an eye tracker to optimise career websites as a communication channel with Generation Y
Michal Mičik
Hana Kunešova
Abstract
This paper presents a research study detailing the procedure and
results of experimental eye-tracking research to evaluate employers’
career websites. The objective of this research was to gain an
insight into Generation Y’s perspective on the career websites of
prospective employers. The objective was developed into several
research questions and hypotheses. The eye-tracking research
method was used to test the websites. The eye-tracking tests
were supplemented by an in-depth interview and a standardised
questionnaire with the aim of acquiring the respondents’ subjective
views and preferences. The research study contributes to an
understanding of how prospective employees from Generation Y
view the career websites of employers and the importance of the
elements presented on them; it allowed factors that affect the
perceived attractiveness of career websites to be identified and
provided information as to what Millennials liked the most/least
about the organisations’ career websites and what would be
advisable to change in order for the career websites to better
serve their purpose. Based on the research findings, recommendations
were made for creating attractive career websites for job
seekers from Generation Y.
Keywords
Experimental research; eye tracker; career websites; Generation Y
Hrčak ID:
299993
URI
Publication date:
31.12.2021.
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