This quantitative study, carried out among 248 students, aims to evaluate the impact of two tailoring strategies that employers use to recruit potential employees on social networking sites—content matching and identification-based personalization. Using a 2x2 between-subjects experimental design, this study investigates the influence of the two tailoring strategies on job-pursuit intention, and the role of the attitude toward the job advertisement as a mediating process. The results show that the attitude toward the job advertisement mediates the effects of content matching on job-pursuit intention. However, identification-based personalization has neither a direct influence on job-pursuit intention nor an indirect effect through the attitude toward the job advertisement. Results are discussed from the elaboration likelihood model (ELM) perspective.