Study On Eye Movement Of Campus Recruitment Advertisement

“The eyes are the window to the soul”, through this “window” we can learn about many psychological activities of human, and the science prove that the eve movement regularity research can open out the human cognize and process the outside information. With the development of neurology and cognitive science, the research of eye movement and its psychological meaning goes deeper. Many researches prove that the modes of eye movement have close relationship with the human psychological changes. The production of eye movement research has widely used in the many fields of psychology research, human-computer interaction, the design of product appearance, advertising effect test and the visual quality evaluation of landscape and also achieved good effect.Education department has many researches about the employment of college students, but using eye movement experiment research the employment of college students is not too much, this text tried to do the primary research the eye movement when the college students read the campus requirement advertising. Through observing the eye movement track and hotspot area when the college students look through the requirement advertising, record the emphasis and key words of the tested employment information, summarize their visual browsing regulation, analyze the potential psychological requirement of college students, guess the employment tendency for concluding the advertising factors that effects the employment of the college students. The 30 students finished the specific task according to the requirements in the design of experiment, the eye movement equipment recorded their eye movement data automatically. The main advertising information of “post”, “salary”, “nature”, “work place”, “job description” are divided into the interested area using the eye movement analyzing software, through analyzing the track diagram, hotspot diagram and other eye movement data, we found that:(1)The state-owned enterprise and foreign enterprises has high attention, and the attention of private enterprise is lower.(2)The focus on salary and welfare is stable.(3)The large city employment is no excessive enthusiasm, the choice of small and medium cities employment is rising.(4)The interesting which the enterprise can provide the sufficient space for the employment is increased.(5)The types of the post have some critical. Using the results of the experiment, it can provide the scientific suggestion of enterprise campus requirement advertising design and campus requirement activities to help the enterprise HR efficient recruitment, and also can provide the courses design reference for college students’ employment guidance in the university.