背景:许多高收入国家正在努力应对医疗保健部门严重的劳动力短缺问题。难民和最近的移民由于失业率较高,因此有可能成为招募工作人员的人才库,年龄较小,与东道国社会的劳动力相比,平均受教育程度较低。尽管如此,难民和最近的移民,通常在目的地国家拥有有限的语言技能,经常被排除在仅以东道国语言进行的传统招聘活动之外。即使是那些具有中级语言技能的人也可能会感到被排斥,因为目的地国家/地区的语言广告被认为仅针对母语人士。这项研究通过实验评估了德国护理机构护理职位招募活动的有效性,通过Facebook广告专门针对阿拉伯语和乌克兰语使用者。
方法:我们采用类似于随机对照试验的实验设计(AB检验),利用Facebook作为交付平台。在柏林进行真正的护理工作招聘活动的背景下,我们将阿拉伯语和乌克兰语使用者(治疗)的母语护理职位的招聘广告与同一目标群体的德语(对照)显示的相同广告进行比较,德国。我们的评估包括比较链接点击率,访问招聘网站,启动的应用程序,和完成的应用程序,以及这些指标的单位成本。我们使用卡方检验评估组间差异的统计学意义。
结果:我们发现,与最近的移民和难民中的德语广告的标准模式相比,在启动护理工作申请时,以原始语言进行的招聘工作的效率分别为5.6倍(阿拉伯语使用者)和1.9倍(乌克兰语使用者)。总的来说,针对难民和新移民的目标比针对德语参考人群便宜2.4倍(乌克兰人)和10.8倍(阿拉伯语),表明这些人群的兴趣更高。
结论:结果强调了雇主通过针对该国外语社区的社交媒体利用有针对性的招聘的实质性好处。这一战略,与海外招聘或投资数字化相比,这是低成本和低努力的,在拥有大量移民社区的众多高收入国家中具有广泛适用性的潜力。就业不足的难民和移民社区的就业率提高,反过来,有助于减少贫困,社会排斥,公共开支,并在接收社会中促进对新移民的更多接受。
BACKGROUND: Many high-income countries are grappling with severe labour shortages in the healthcare sector. Refugees and recent migrants present a potential pool for staff recruitment due to their higher unemployment rates, younger age, and lower average educational attainment compared to the host society\'s labour force. Despite this, refugees and recent migrants, often possessing limited
language skills in the destination country, are frequently excluded from traditional recruitment campaigns conducted solely in the host country\'s
language. Even those with intermediate
language skills may feel excluded, as destination-country
language advertisements are perceived as targeting only native speakers. This study experimentally assesses the effectiveness of a recruitment campaign for nursing positions in a German care facility, specifically targeting Arabic and Ukrainian speakers through Facebook advertisements.
METHODS: We employ an experimental design (AB test) approximating a randomized controlled trial, utilizing Facebook as the delivery platform. We compare job advertisements for nursing positions in the native languages of Arabic and Ukrainian speakers (treatment) with the same advertisements displayed in German (control) for the same target group in the context of a real recruitment campaign for nursing jobs in Berlin, Germany. Our evaluation includes comparing link click rates, visits to the recruitment website, initiated applications, and completed applications, along with the unit cost of these indicators. We assess statistical significance in group differences using the Chi-squared test.
RESULTS: We find that recruitment efforts in the origin
language were 5.6 times (Arabic speakers) and 1.9 times (Ukrainian speakers) more effective in initiating nursing job applications compared to the standard model of German-only advertisements among recent migrants and refugees. Overall, targeting refugees and recent migrants was 2.4 (Ukrainians) and 10.8 (Arabic) times cheaper than targeting the reference group of German speakers indicating higher interest among these groups.
CONCLUSIONS: The results underscore the substantial benefits for employers in utilizing targeted recruitment via social media aimed at foreign-
language communities within the country. This strategy, which is low-cost and low effort compared to recruiting abroad or investing in digitalization, has the potential for broad applicability in numerous high-income countries with sizable migrant communities. Increased employment rates among underemployed refugee and migrant communities, in turn, contribute to reducing poverty, social exclusion, public expenditure, and foster greater acceptance of newcomers within the receiving society.