This study develops a framework on how a small company's human tone of voice involving dark humour can be communicated in Internet recruitment advertising. A case study approach with an abductive logic provided a synthesis of the different recruitment communication perspectives [sender, message, electronic word-of-mouth (eWOM)] and a dark humour tone of voice used in a small company's Internet recruitment advertising in a holistic framework. The developed framework was able to demonstrate the dynamics related to a tone of voice based on dark humour from different communication perspectives in Internet recruitment advertising, and the process of how the limits for an acceptable human tone of voice are formed. Further, the study proposed a new definition for eWOM in recruitment advertising which included a human tone of voice as a relevant aspect of eWOM. For managers, the boundaries of the human tone of voice, in this case dark humour, should be handled as it might become an irritating employer brand message element and might negatively affect the construction of a positive and consistent employer image.

本研究开发了一个框架，研究如何在互联网招聘广告中传达小公司涉及黑色幽默的人声语调。具有溯因逻辑的案例研究方法综合了不同招聘沟通视角 [发送者、消息、电子口碑 (eWOM)] 和小公司互联网招聘广告中使用的黑色幽默语调框架。所开发的框架能够从互联网招聘广告的不同传播角度展示与基于黑色幽默的语调相关的动态，以及如何形成可接受的人声语调的限制的过程。更远，该研究提出了招聘广告中 eWOM 的新定义，其中包括作为 eWOM 相关方面的人声。对于管理者来说，人声的界限，在这种情况下是黑色幽默，应该被处理，因为它可能成为一个令人恼火的雇主品牌信息元素，并可能对建立积极和一致的雇主形象产生负面影响。