A study on the Significance of Social Media in Recruitment Process

A study on the Significance of Social Media in Recruitment Process

A study on the Significance of Social Media in Recruitment Process 201 251 Aravind T S
  1. Introduction

Social media equipment and social networking websites have revolutionised communication methods, each privately and an increasing number of, at work.

Verbal exchange via social media involves the use of a web platform or internet site (a social networking web site) that enables people to speak, typically for a social reason, thru a spread of offerings, maximum of which can be net-based totally and provide opportunities for people to interact over the net, e.g. through e mail and ‘instantaneous messaging’ (a form of actual-time, direct textual content-based totally conversation among two or greater human beings the use of private computers or different gadgets).

The usage of social media as a recruitment tool throws up a few possibilities and challenges for employers. Social media doubtlessly gives velocity, performance and the capability to goal and attract precise, especially apposite candidates within the recruitment process. it can provide a beneficial extra source of facts on ability process applicants, particularly due to the fact a few statistics (at the non-public as well as the expert stage) won’t be generated for the motive of recruitment, and therefore may also offer candid supplementary information on the applicant. For applicants it potentially gives more than one sources of records approximately the corporation and the opportunity of touch with present employees to advantage a more realistic activity preview. but, there are some of problems that want to be taken into consideration.


  1. The growth of e-recruitment

E-recruitment, in which employers use the Internet in some shape to resource traditional recruitment processes, has a number of critical advantages compared to greater traditional sorts of recruiting, consistent with Smith and Rupp (2004). First off, it allows companies to shorten hiring times via an increase in data drift and an acceleration of recruitment processes. Secondly, it can assist lessen recruiting prices, hiring times and worker turnover as approaches are commonly job-particular and provide computer assisted screening interviews and statistical predictions.

Moving hiring processes from the paper and time-in depth manual approach to an automated one saves time and money and boosts productiveness by means of leaving positions vacant for shorter durations of time. similarly, the fee related to posting on a process board compares favorably with putting activity advertisements in newspapers, and, in a few cases, may be more fee-powerful.(Smith and Rupp, 2004)

Furthermore, it offers employers the opportunity to rent group of workers locally and globally, extensively extending the reach of more conventional group of workers recruitment. Thirdly, e-recruiting offers organizations and potential personnel some of crucial capabilities and particular skills inclusive of:

  • The capacity to provoke interview requests and order again ground assessments.
  • Limitless value facts monitoring for all sports related to the hiring process.
  • Customised e-mail notification of recruiters for both energetic and passive
  • Improvedintegrationofrecruiter-specificcommunicationsactivities.
  • Dynamic advent of an organization’s activity web page.
  • Massive capability to personalise the candidate experience through permitting employers to tailor the candidate and recruiter interfaces.” (Smith and Rupp, 2004)

In phrases of selecting an technique to e-recruitment, groups can select amongst an expansion of alternatives to reach suitable applicants. They could employ activity web sites, which can be both generalist in nature (web sites inclusive of monster.com, hotjobs.com, headhunter.internet) or targeted on precise industries (consisting of dice.com or computerjobs.com). Any other option is to make use of non-public recruiting exchanges (businesses which include profession Engine or workplace range provide such tools). Agencies may additionally select to submit job openings on their very own website, which could be very fee-powerful for small and medium sized companies. They could additionally choose to installation their personal company recruitment webpages, which may also or might not include the option of incorporating present social media websites.



  1. Recruitment through social networking sites

Especially, social networking websites (SNSs) allow customers to create internet-based totally profiles wherein people can have interaction, the use of social media equipment. Even as to start with designed for socialising with friends and circle of relatives, these networks have become seen as an crucial expert tool, mainly in the discipline of recruitment. Here, they serve important purposes. the first is as a advertising tool; jobseekers can use SNSs to marketplace themselves to potential employers and vice versa. This is recognized via the 3 case take a look at organizations in our studies. The second is as a screening mechanism; employers can use information available through SNSs to cheaply and easily benefit a broader photograph of a ability worker than that available via conventional recruitment strategies.

The latest growth of SNSs as a recruitment approach displays its potential in this vicinity. But, this additionally raises a number of questions which have yet to be resolved. Those encompass:

  •  The accuracy of statistics available on SNSs;
  • Their accessibility across the pool of Potential applicants;
  • The relative prices and sanctifications; and
  • The consequences of the broader variety of facts they provide on commitments to equality and variety inside the hiring procedure.

As Davison, Maraist and Bing (2011) word, “those sites may be precious ‘pals’ for HR, but additionally have the capacity to be dangerous ‘foes’ if used improperly”.

despite the fact that under-researched, from the perspective of the process seeker, the dangers posed by means of SNSs are generally related to poor conduct on social media websites, ensuing in negative consequences in terms of employment. As Bohnert and Ross (2010) display, unprofessional behavior, as an example associated with alcohol consumption and/or drug abuse, displayed on a SNSs would possibly notably harm a candidate’s possibilities of being hired and may even result in a lower income provide. corporations, alternatively, find themselves confronted with prison or privacy issues related to incorporating social media data into candidate opinions and can need to formulate a coherent social media strategy in an effort to save you any viable terrible results.

Weblog – a discussion or informational web site posted at the net that includes entries (‘posts’) typically displayed in reverse chronological order, i.e. the maximum recent put up appears first. until 2009 blogs have been typically the paintings of a unmarried man or woman, every now and then of a small institution, and often covered a single situation. extra lately ‘multi-creator blogs’ have advanced, with posts written through large numbers of authors and professionally edited. Blogs encompass regular entries of observation and descriptions of occasions (blogging). The content of a microblog is clearly smaller in size.

Facebook – a social networking provider in which users create private profiles, add other users as friends and exchange messages, together with computerized notifications once they replace their personal profile. additionally, users may additionally join commonplace-interest user groups, organised by way of not unusual characteristics (e.g. place of business). users can immediate message each other through the website.

Google – an American multinational organisation specialising in internet- associated offerings; maximum famously its middle search engine, however additionally a massive chain of products which include Google+, the second one largest social networking site in the world (as of January 2013).

LinkedIn – a business-associated social networking web page in particular used for professional networking. users keep a list of contact info of people with whom they’ve a few stage of courting, called connections. This list of connections can then be used to build up a touch community, follow one-of-a-kind organizations and locate jobs, humans and business opportunities.

MySpace – an internet network of users’ personal profiles. those usually include pix, statistics about private pastimes and blogs. users ship each other messages and socialise in the MySpace community.

Podcast – a type of digital media consisting of a series of audio, video, PDF, or digital documents subscribed to and downloaded or streamed on-line to a laptop or mobile tool.

Twitter – a famous microblogging carrier permitting its customers to send and examine publicly visible messages referred to as tweets. Tweets are textual content-based posts of up to a hundred and forty characters displayed at the person’s profile web page. users may additionally enroll in different customers’ tweets.

YouTube – a (Google-owned) video-sharing internet site on which users can add, proportion, and examine films. A wide type of user-generated video content material is displayed, which include film and tv clips in addition to novice content consisting of video running a blog.

  1. The use of social media in recruitment and selection

4.1 Incidence of using social media tools for recruitment

A extraordinarily big quantity of surveys on the exercise referred to as ‘social recruitment’ were carried out inside the united states of america, wherein the use of SNSs is turning into extensive in recruitment. In 2008, as an example, a survey for the usa Society for Human aid control (SHRM) discovered that the variety of businesses that reported using SNSs as an HR device had grown from 21 in step with cent in 2006 to forty four in step with cent in 2008. Thirty 4 in line with cent had been using those sites as a advertising tool to recruit or contact applicants and 13 according to cent were the usage of them as a screening tool (Davison, Maraist and Bing, 2011).

As a marketing device, Nigel Wright Recruitment (2011) argues that the “passive technique is on its way out”. Early actions into on-line recruitment have been initially the digital equivalent of a traditional ‘jobs board’ that would publicise vacancies in employment workplaces or newspapers. but, this approach is fast being outdated; in 2009, for example, the conventional vacancy posting site Monster.com suffered a 31 according to cent drop in revenue (Nigel Wright Recruitment, 2011). Following the idea of ‘internet 2.0’, the brand new emphasis for on-line recruitment has been on fostering interactive systems, mainly via SNSs. by way of 2010, it is expected that extra than 1/2 of united kingdom jobseekers had been the use of an SNS as a part of their process search (Nigel Wright Recruitment, 2011).

With the emergence of the internet and social media greater particularly, new tactics have entered the sphere of employment and recruitment. but as Joos (2008) notes, new methods of recruitment have now not yet replaced extra traditional strategies however instead brought to existing HR techniques: “Social-media tools and techniques as presently used aren’t a right away alternative for traditional hiring approaches, however alternatively a complement to them”. This locating is borne out by our case observe research (see below). In a comparable vein, Searle (2006) notes that some humans have argued that those internet seek centers offer a distinctively different method to recruitment, although while checked out in more detail, it’d appear that traditional headhunting is still being performed via this new medium, however simply re-branded by means of researchers: “courting control stays a long lasting feature of recruitment companies, keeping hyperlinks with professional applicants … The net makes such contact simpler.” (Searle, 2006)

Nevertheless, as Bohnert and Ross (2010) display, social media could have an impact at the screening and selection of ability employees. In an test, the authors show that behaviour and choices indicated on social media profiles of applicants, inclusive of their drinking behaviour, had a big impact on the general evaluation of task applicants.

4.1 Different tools and ways of using social media for initial candidate search

Social media is a vast category, encompassing practices which include podcasting, blogging, textual content messaging, net films, and HR email advertising, which are some of the greater significant programs utilized in recruitment (Joos, 2008). in addition to those equipment, there are a small number of enormously famous websites which employers are the usage of more and more such as Facebook, Wikipedia and Yahoo. those contain equipment to attract the attention of potential applicants commonly ranging from web sites to blogs, wikis, podcasts and video platforms.

A recent study through Jobvite (2012) amongst employers famous that globally, LinkedIn is presently the most popular social network device being used for recruiting (utilized by ninety three per cent of employers), observed by means of fb (sixty six in step with cent) and Twitter (fifty four in step with cent). moreover, evidently use of social media tools and their software at extraordinary levels in the recruitment system vary, as does their utility among unique employers.

“The internet lends itself nicely to locating and attracting university graduates, professional employees, managers, and bosses. Those corporations have a tendency to be computer-literate, and technology use is an crucial a part of their day by day routines, helping them increase and maintain connections at paintings in addition to in their personal lives.” (Joos, 2008)

4.1.1 LinkedIn

LinkedIn is often used by organisations to recruit senior and technical staff. LinkedIn used to search for senior and technical employees through searching in the style of traditional forms of headhunting. The recruitment team also place vacancy postings on their own LinkedIn accounts.

4.1.2 Twitter

Twitter ensures that advertisements have a wider reach, as they can be re- tweeted by people who are not personally interested, but know people who might be. Twitter feed is not automated in that it does not send out job vacancies automatically, as the view is that posting vacancies needs some targeting.

4.1.3 Facebook

Facebook is one of, if not the best-known social media tool, and is extensively used by people to connect socially. Some organisations do, however, include this tool in their recruitment strategy. The company uses Facebook in this way to attract applicants, usually for jobs in its stores, rather than for senior vacancies. For vacancies posted on the site, a link will then take people through to the company’s separate careers website, through which individuals can submit an application. The general philosophy is to attract potential candidates to the Pets at Home website and give them a flavour of the company’s culture and what it would be like to work there.

4.1.4 YouTube

YouTube allows video messages to be posted on the internet, which can then be viewed by a very wide audience (around 800 million are estimated to visit YouTube worldwide every month). Some organisations have found that this can be a useful part of a recruitment strategy, particularly in the case of very targeted recruitment, for key roles or senior and technical staff. The videos were uploaded onto YouTube and embedded into the vacancy advertisement on the Council’s website. They were also shared on LinkedIn and Twitter. This approach was deemed to be very successful


4.2.Using social media as a screening tool

The usage of social networking sites as a screening device is an crucial thing of employers’ social media use to consider, since it offers rise to the ability for social media to breach privacy and records safety rules. Though, a few surveys have located that this practice may be sizable, either on a formalised or casual foundation.

In the US, a Society for Human resource control (SHRM) survey (SHRM 2011) observed that businesses engaged within the exercise referred to their reasons for using social media to display activity applicants as: being capable of benefit statistics with little effort and time (63 per cent); obtaining facts beyond that during a cowl letter or CV (70 in step with cent); verifying information in a cowl letter or CV (28 in step with cent); and assessing applicant healthy with the company (34 consistent with cent). However, the survey also discovered that enterprises which do not use SNSs for screening: puzzled the legality of using those sites (66 per cent); had been involved approximately no longer being capable of verify facts acquired (48 in line with cent), and; had worries about invading applicants’ privacy (33 in step with cent).

In 2012, a survey of 2,three hundred hiring managers conducted via the united states internet site CareerBuilder.com explored the difficulty of screening in more element. It determined that 37 consistent with cent of hiring managers searched SNSs to learn about task applicants (CareerBuilder.com, 2012). This was a mild fall from the forty five according to cent who had stated doing so in 2009 (CareerBuilder.com, 2009). Of folks that did not in 2012, 15 in step with cent indicated that their company prohibited the practice and 11 in line with cent did not use this screening approach presently however have been planning to start (CareerBuilder.com, 2012).

  1. The benefits of using social media to recruit

There are a huge variety of advantages related to using social media in recruitment, centering largely on value savings, growing the pool of candidates reached, and being able to goal recruitment at precise corporations of ability applicants (Davison, Maraist and Bing, 2011).

5.1 Cost-saving and targeting

The literature widely accepts that on-line recruitment offers a price-effective opportunity to extra traditional approaches of recruiting. Statistics from the US displaying that traditional activity ads on common price a company $3,295 and are drastically more high priced than their internet-based counterparts at $377 on average (Harris and De warfare, 2001 in Searle, 2006).

5.2 Fostering practical expectations

Interactive gear along with Facebook, LinkedIn and Twitter can play an vital position in the trendy method around recruitment, presenting recruitment statistics and fostering practical activity expectations among capability employees. In a comparable vein, Searle (2006) highlights no longer most effective the importance of web sites in attracting future personnel however additionally the reality that they could assist to offer realistic task previews to applicants

5.3 Enhancing external conversation

Social media can assist to improve conversation commonly, which for public region organisations and can be hugely beneficial. Equipment including Twitter help body of workers to communicate in ways which might be clearer and greater succinct, which, for a Council, is an advantage, as communication and engagement with the area people is a key problem for them.

5.4 Constructing the Brand

There shall be also a brand-constructing element to using social networking websites, that is tough to quantify, but more and more vital for firms. On fb for instance, people can ‘like’ or percentage emptiness posts, even if they’re no longer in my view going to use for the process this raises the general profile and public focus of the enterprise.

  1. Conclusion

One thing that seems likely, however, is that an increasing amount of social media traffic will go through mobile devices such as smartphones and tablets. Given the growth of this type of mobile technology, organisations should consider ensuring that their SNSs are accessible on these platforms. Considering that organisiation has to formulate new online strategies to hunt good brains

Because social media tools tend to encourage fast and direct communication between individuals one might reasonably question whether their use signals a step-change for the recruitment practices within organisations. Specifically, if job applications are being advertised via social media sites and potential applicants have the opportunity to communicate directly with an organisation, rather than going through more usual HR channels.

Overall, it is clear that the use of social media for recruitment purposes is increasing, as companies experiment with new tools like LinkedIn, Facebook, Twitter and the rest. There is a wide variety of practice in the use of social media tools for recruitment. Use depends on factors such as company size and sector as well as the type of employee whom the employer is trying to reach. Many organisations are experimenting with these tools, which, being relatively new, are moving forward on a trial and error basis.

Social media can also help companies to increase brand-awareness and two-way communication with potential candidates, fostering realistic expectations on the part of potential candidates.

Aravind T S & Dr.Vinith Kumar Nair