Using an eye tracker to optimise career websites as a communication channel with Generation Y

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.

How Do Users Examine Online Messages to Determine If They Are Credible? An Eye-Tracking Study of Digital Literacy, Visual Attention to Metadata, and Success in Misinformation Identification

“…In recent years, there has been an increase in the use of eyetracking to study user online behavior (Soroka et al, 2019). Website usability studies use eye-tracking to evaluate how users scan webpages to find answers to their questions and needs (Djamasbi et al, 2010;Ehmke & Wilson, 2007;Katsanos et al, 2010;Mičík & Kunešová, 2021). Eye-tracking technologies have also been employed to measure patterns of online information consumption (Liu et al, 2011).…”