Upotreba društvenih mreža u procesu regrutacije ljudskih resursa
Sažetak
Društvene mreže sve više učvršćuju svoje mesto u procesu regrutacije kandidata za oglašena upražnjena radna mesta, a organizacije se ohrabruju da razmotre njihovu implementaciju u svoje strategije zapošljavanja kako bi aktivnosti u identifikaciji vrhunskih talenata bile isplative, ciljane i konkurentne. Gotovo je postalo pravilo da poslodavci bez znanja kandidata proveravaju tzv. pozadinske informacije о njima na društvenim mrežama, ali i potencijalni kandidati za zaposlenje dobijaju informacije o poslodavcima iz više izvora. Cilj istraživanja je povezanost između različitih ciljnih grupa u procesu regrutacije kandidata i različitih društvenih medija na kojima se postavljaju oglasi za posao, za svaku od tri različite pozicije: menadžer, profesionalni/tehnički nivo i pripravnik. Istraživanje je sprovedeno na teritoriji Republike Srbije od maja do juna 2021. godine, upitnici su distribuirani u elektronskom formatu, a anketu je popunilo 133 ispitanika. Oglašavanje na Twitter-u je značajno i pozitivno povezano sa regrutacijom žena i starijih osoba za pozicije menadžera, dok je oglašavanje na LinkedIn-u takođe značajno i pozitivno povezano sa regrutacijom žena na poziciju menadžera. Rezultati su bezmalo istovetni i za pozicije koje zahteva tehnički ili profesionalni nivo. Najznačajnija razlika u povezanosti ciljnih grupa za regrutaciju i društvenih medija na kojima se oglašavaju upražnjena radna mesta su identifikovana kod pozicija namenjnih pripravnicima
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