Abstract
Orientation
In recent years social media use, as well as media recruitment, in formal organisations has increased rapidly. Efficient and effective recruitment is a vital element in organisations. Employing technology has brought a major shift to recruitment in recent years. However, despite this development, not much research is currently available on e-recruitment technology, both from the recruiter and candidate’s perspective. Amongst others, information on people’s views and perceptions of using Social Networking Sites (SNS) in recruitment, is necessary.
Purpose
The purpose of this interpretivist qualitative study was (i) to discover, describe, and understand the perceptions of four South Africans (inclusive of myself) in business, government, and industry regarding the role of social media in recruitment, and (ii) to use these perceptions, that is, first-order conceptualizations together with selected constructs, so as to propose a substantive framework for the employment of social networking sites in recruitment. These constructs include the role of social networking sites in recruitment, cyber-vetting as a job selection, the role of personal histories in recruitment, the candidate's role suitability, the influence of the job seeker’s social media profiles on recruitment, brand concept and brand identity, the use of referrals, the verification of vacancies, the role of trust in vacancies posted on social media and the efficacy of SNS recruitment.
Research Questions
The research questions used to guide the study and to ensure accomplishing its purpose are:
• What are recruiters’ perceptions of organisations using social networking sites to attract and employ applicants?
• What are the perceptions of people seeking jobs regarding those who employ SNS for recruitment?
• What are recruiters’ and job seekers’ perceptions regarding the consequences of organisations using recruitment to attract job seekers?
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• Which concepts or constructs found in the literature are promising in illuminating recruiters’ and job seekers’ perceptions as to using SNS to attract and employ applicants?
• What are recruiters’ and job seekers’ perceptions regarding the practices HR professionals and organisations may apply in exploiting SNS recruitment?
Research Approach, Strategy, and Methodology I opted for a qualitative interpretivist study. Employing purposive sampling, I selected four participants (myself included) to study experiences and perceptions on the role social media plays in recruitment. Data was obtained by interviewing the participants and making use of virtual enthnography related to LinkedIn. Employing grounded theory, the interviewees’ perceptional data was analysed together with inferences made from selected scholarly work whereafter a substantive framework was proposed for employing social media in recruitment.
Key Findings and Discoveries
My findings confirmed that social networking sites enable engagement amongst recruiters and job seekers. Also, I found that social media sites connect recruiters and job seekers. Specifically:
• Individuals indicated that personal engagement is an important element of the recruitment process.
• Referrals are relevant in SNS recruitment as they help organisations in finding suitable candidates for job roles.
• Job seekers are increasingly relying on SNS for information regarding employment opportunities posted by companies, and shared on social networking platforms.
• The relationship between job seekers’ presence in SNS, and their awareness of job opportunities posted on platforms is complex.
• Job seekers are aware of SNS and peoples’ perceptions of their uses, specifically LinkedIn is seen as an appropriate professional social media site.
• Recruiters increasingly rely on social media when screening candidates; most have an interest in the social media history of candidates offering information not included in their curriculum vitae.
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Contributions
The study contributes to theory and practice:
• Theory
The study extends existing technology adoption models, namely, (i) the Technology acceptance model, (ii) the theory of planned behaviour, (iii) the five-factor model of the big five inventory, and (iv) the technological acceptance model. In offering a context-specific framework for SNS recruitment the strengths and shortcomings of existing theories are assessed and circumstances that drive users to use SNS in the digital age highlighted.
• Practice
The study provides insight to independent recruiters and organisations regarding current perspectives on SNS recruitment that should help recruiters in developing effective strategies, taking advantage of social media on searching, screening, and selecting candidates.
Also, the proposed framework for SNS recruitment offers several practical ways in which recruiters can use SNS in recruitment. Consolidating key ideas from scholarly literature it proposes ways where social media can be adopted and sustained for recruitment in the age of the fourth industrial revolution.
Recommendations
Organisations and recruitment websites should increase their presence in job seekers’ social networks providing them with easily obtainable information about vacancies directly from recruiters’ social media platforms.
Further, paid social media advertisement of vacancies should increase the reach of vacancy advertisements among job seekers.
Where recruiters feel it valuable to use job seekers’ social media presence during the screening process, it should be communicated to potential job seekers upfront, and their consent sought.
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Considering the controversy around using candidates’ social media history, it seems reasonable to recommend that when candidates apply for vacancies, they should give the recruiters and the companies concerned, consent to access their social media, should this be requested.
As employees are key drivers of brand engagement their influence can be used to generate users’ awareness of existing vacancies, and trust in their authenticity.
Key words
Social networking sites (SNS), recruitment, interpretivist qualitative research, grounded theory, South Africa, theory of planned behaviour, the five-factor model of the big five inventory