Use of social media in the process of recruiting human resources
Abstract
Social networks are increasingly consolidating their place in the process of recruiting candidates for advertised vacancies, and organizations are encouraged to consider their implementation in their employment strategies so that activities in identifying top talent are cost-effective, targeted and competitive. It has almost become a rule that employers check so-called background information on candidates via social networks, while potential candidates also obtain information about employers from several sources. The aim of the research is the connection between different target groups in the process of recruiting candidates and different social media, on which job vacancies are posted, for each of the three different positions: manager, professional/technical level and intern. The research was conducted in the Republic of Serbia from May to June 2021; questionnaires were distributed in electronic form, with 133 respondents taking part. Twitter advertising is significantly and positively correlated to the recruitment of women and the elderly for managerial positions, while advertising on LinkedIn is also significantly and positively correlated to the recruitment of women to managerial positions. The results were almost identical for technical and professional positions. The most significant difference in the connection between the recruitment target groups and the social media, on which the vacancies are posted, was identified for positions intended for interns.
References
Bandwagon. In R. N. Landers & G. B. Schmidt (eds.), Social media in employee selection and recruitment: Theory, practice, and current challenges, 175-195. London: Springer
Auxier, B., & Anderson, M. (2021). Social Media Use in 2021. Pew Research Center.
Bae M. (2018). Understanding the effect of the discrepancy between sought and obtained gratification on social networking site users’ satisfaction and continuance intention. Computers in Human Behavior, 79, 137–153. https://doi.org/10.1016/j.chb.2017.10.026
Bechmann Petersen, A. (2006). Internet and Cross Media productions: Case Studies in Two major Danish Media Organizations. Australian Journal of Emerging Technologies and Society, 4(2).
Black, S., Johnson, A., Takach, S., & Stone, D. (2012). Factors affecting applicants’ reaction to the collection of data in social network website. Academy of Management Annual Meeting Proceedings, 11742 https://doi.org/10.5465/AMBPP.2012.11742abstract
Brown, V. and Vaughn, D., 2011. The writing on the (Facebook) wall: The use of social networking sites in hiring decisions. Journal of Business Psychology, 26(2), 219-225.
Campbell, R., Martin, C. R., & Fabos, B. (2012). Media and Culture: An introduction to Mass Communication (8th ed.). Boston, MA: Bedford/St. Martin’s.
Burton, S., Soboleva, A. (2011). Interactive or Reactive? Marketing with Twitter. Journal of Consumer Marketing, 28(7), 491 – 499. https://doi.org/10.1108/07363761111181473
CareerBuilder (2009). CareerBuilder Survey Finds. Retrived June 11, 2021, from http://press. careerbuilder.com/2009-08-19-Forty-five-Percent-of-Employers-Use-Social-Networking-Sites-to-Research-Job-Candidates-CareerBuilder-Survey-Finds
Constine, J. (June 20, 2018). Instagram hits 1 billion monthly users, up from 800M in September. Retrived June 11, 2021, from https://techcrunch.com/2018/06/20/instagram-1-billion-users/
Ćamilović, D. (2020). Kako lokalne turističke organizacije u Srbiji koriste Fejzbuk. Turističko poslovanje, 25-26, 27-37. https://doi.org/10.5937/turpos0-28679
Čerović, S., Knežević, M. (2018). Menadžment u hotelijerstvu. Beograd: Univerzitet Singidunum.
DeRosa, A. (January 19, 2021). Where to Search for Jobs: Finding Your next Opportunity. The Wall Street Journal. Retrived July 01, 2021, from https://www.wsj.com/articles/where-to-search-for-jobs-finding-your-next-opportunity-11605109352
Đorđević A., Kostić – Stanković M, Cvijović J. (2014). Uporedna analiza oglašavanja putem tradicionalnih i društvenih medija, Novi ekonomist, 15, Bijeljina
Emanuela, T.A. (2018). The Impact of Social media on Recruitmet. Ovidius University Annals: Economic Sciences Series, 18(2).
Exford, A. (November 10. 2016). The History of YouTube, ENGADGET. Retrived May 29, 2021, from https://www.engadget.com/2016-11-10-the-history-of-youtube.html
Facebook for Business (2021). How to create a facebook ad. Retrived June 10, 2021, from https://www.facebook.com/business/ads
Gan C. M. (2017). Understanding WeChat users’ liking behavior: An empirical study in China. Computers in Human Behavior, 68 30–39. https://doi.org/10.1016/j.chb.2016.11.002
Gibbs, C., MacDonald, F., & MacKay, K. (2015). Social media usage in hotel human resources: recruitment, hiring and communication. International Journal of Contemporary Hospitality Management, 27(2), 170-184. https://doi.org/10.1108/IJCHM-05-2013-0194
Grant, G. (2011). How to Advertise on Twitter: Promoted Tweets, Promoted Trends and Promoted Accounts. Carlsbad, CA: Search Engine Optimization (SEO), Inc. (blog). Retrived April 15, 2021, from http://www.seoinc.com/seo-blog/how-to-advertise-on-twitter IBM Corp. Released 2016. IBM SPSS Statistics for Windows, Version 24.0. Armonk, NY: IBM Corp.
Jansson A. (2013). Mediatization and Social Space: Reconstructing Mediatization for the Transmedia Age. Communication Theory, 23 (2). https://doi.org/10.111/comt.12015
Jenkins H. (2006). Convergence Culture. Where Old and New Media Collide, New York, London: New York University Press
Jones, C., Behling, S. (2010). Uncharted waters: Using social networks in hiring decisions. Issues in Information Systems 11(1), 589-595. https://doi.org/10.48009/1_iis_2010_589-595
Johnson, M., Egelman, S., Bellovin, S. (2012). Facebook and privacy: its complicated. SOUPS ,12: Proceedings of the Eighth Symposium on Usable Privacy and Security, 1-15. https://doi.org/10.1145/2335356.2335369
Kaplan, M. A., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. https://doi.org./10.1016/j.bushor.2009.09.003
Kaur, P. (2015). E-recruitment: A conceptual study. International Journal of Applied Research, 1(8), 78-82.
Kimmel, R. (2021). More than memes: Embracing social media for 21st century supported employment. Journal of Vocational Rehabilitation, 54, 289-293.
https://doi.org/10.3233/JVR-211139
Kleut, J. (2012). Interaktivnost i multimedijalnost – u potrazi za značenjem i kontinuitetom.Kultura, 135, 161-174. https://doi.org/10.5937/kultura1235161K
Kostić-Stanković, M. (2011). Integrisane poslovne komunikacije. Beograd: Fakultet organizacionih nauka.
Kotler, P., Keller, K. L. (2011). Marketing Management (12th edition). Beograd: Data status
Lam, H. (2016). Social media dilemmas in the employment context. Employee Relations, 38(3), 420-437. https://doi.org/10.1108/ER-04-2015-0072
Madia, S. A. (2011). Best practices for using social media as a recruitment strategy. Strategic HR Review, 10(6), 19-24. https://doi.org/10.1108/14754391111172788
McFarland, L. A., & Ployhart, R. E. (2015). Social media: A contextual framework to guide research and practice. Journal of Applied Psychology, 100(6), 1653-1677. https://doi.org/10.1037/a0039244
Mohsin, M. ( February 16, 2021). 10 Instagram stats every marketer should know in 2021. Retrived June 23, 2021, from https://www.oberlo.com/blog/instagram-stats-every-marketer-should-know
Muduli, A., Trivedi, J. J. (2020). Social media rectuitment: the role of credibility and satisfaction.
Evidence-based HRM, 8(2), 237-251. https://doi.org/10.1108/EBHRM-08-2019-0069
Nagendra, A. (2014). Paradigm shift in HR practices on employee life cycle due to influence of social media. Procedia Economics and Finance, 11 , 197–207.
https://doi.org/1016/S2212-5671(14)00188-9
NapoleonCat (2021a). Facebook users in Serbia. Warsaw, Poland. Retrived May 25, 2021, from https://napoleoncat.com/stats/facebook-users-in-serbia/2021/05
NapoleonCat (2021b). Linkedin users in Serbia. Warsaw, Poland. Retrived May 27, 2021, from https://napoleoncat.com/stats/linkedin-users-in-serbia/2020/06
NapoleonCat (2021c). Instagram users in Serbia. Warsaw, Poland. Retrived May 30, 2021, from
https://napoleoncat.com/stats/instagram-users-in-serbia/2020/06
Nećak, M. (2020). Digitalni aktivizam: primer reakcije internet korisnika na nova pravila EU o autorskom pravu. CM: Communication and Media XIV(46) 59–88. https://doi.org/10.5937/cm14-24109
Ognjanov, G. (2009). Integrisane marketinške komunikacije. Beograd: Ekonomski fakultet
Radović, N. (2010). Društvene mreže u veb-novinarstvu. Beograd: Udruženje novinara Srbije.
Radojković, M. (2017). Digitalni mediji u Srbiji - Koristi i opasnosti. Politeia, 7(13), 15-27. https://doi.org/10.5937/pol1713015R
Roth, P. L., Bobko, P., Van Iddekinge, C. H., & Thatcher, J. B. (2016). Social media in employee-selection-related decisions: A research agenda for uncharted territory. Journal of Management, 42, 269–298. https://doi.org/10.1177/0149206313503018
Sensis. (2020). Yellow social media report: Australian Interactive MediaAssociation. Retrived May 11, 2021, from https://www.yellow.com.au/wp-content/uploads/sites/2/2020/07/Yellow_ Social_Media_ Report _2020_Consumer.pdf
Shields, B. & Levashina, J. (2016). Comparing the Social Media in the United States and BRIC Nations, and the Challenges Faced in International Selection. In R. N. Landers & G. B. Schmidt (eds.), Social media in employee selection and recruitment: Theory, practice, and current challenges, 157-174. London: Springer.
Shih, C. (2011). The Facebook Era: Tapping Online Social Networks to Market, Sell, and Innovate. Boston: Prentice Hall.
Shirley, C. (2009). Here Comes Everybody: The Power of Organizing Without Organizations. New York: Penguin Group.
Silajdžić, L., Dudić, A. (2020). Mladi i ovisnost o informaciono-komunikacijskim tehnologijama: internet, društvene mreže i mobilni telefoni. CM: Communication and media, XV(47), 57-84. https://doi.org/10.5837/cm15-26423
Stankov, U., Jovanović, T., Dragićević, V. (2014). Facebook travel related usage patterns of tourism students. Zbornik radova Sinteza 2014., Impact of Internet on Business Activities in Serbia and Wordwide. https://doi.org/10.15308/SINTEZA-2014-743-749
Starčević D., Štavljanin V. (2013). Multimediji. Beograd: Fakultet organizacionih nauka
Statista (2021a). Number of social network users worldwide from 2017 to 2025. Retrived June 20, 2021, from https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
Statista (2021b). Number of monetizable daily active Twitter users (mDAU) worldwide from 1st quarter 2017 to 1st quarter 2021. Retrived June 26, 2021, from https://www.statista.com/ statistics/970920/monetizable-daily-active-twitter-users-worldwide/
Statista (2021c). Hours of video uploaded to YouTube every minute 2007-2019. Retrived June 27, 2021, from https://www.statista.com/statistics/259477/hours-of-video-uploaded-to-youtube-every-minute/
Statista (2021d). Youtube users in Serbia 2017-2025. Retrived June 28, 2021, from https://www.statista.com/forecasts/1144404/youtube-users-in-serbia
Statista (2021e). Instagram: distribution of global audiences 2021, by age group. Retrived June 29, 2021, from https://www.statista.com/statistics/325587/instagram-global-age-group/
Stokes, R. (2018). E-marketing: The essential guide to marketing in a digital world (6th Edition). Cape Town: The Red & Yellow Creative School of Business.
Stoughton J. W., Thompson L. F., & Meade A. W. (2015). Examining applicant reactions to the use of social networking websites in pre-employment screening. Journal of Business and Psychology, 30, 73–88. https://doi.org/10.1007/s10869-013-9333-6
Treem, J. W., & Leonardi, P. M. (2013). Social Media Use in Organizations: Exploring the Affordances of Visibility, Editability, Persistence, and Association. Annals of the International Communication Association, 36(1), 143–189. https://doi.org/10.1080/23808985.2013.11679130
Tyson, W. (2010). Pitch Perfect: Communication with Traditional and Social Media for Scholars, Researchers and Academic Leaders, Stylus Publishing LLC, Virginia, USA.
Williams B. (2008). "What South Park Character Are You?": Popular Culture, Literacy and Online Performances of Identity. Computers and Composition, 25, 24-39. https://doi.org/10.1016/j.compcom.2007.09.005
Zarrella, D. (2010). The social media marketing book. O’Reilly Media, Inc.
Copyright
Authors retain copyright of the published papers and grant to the publisher the non-exclusive right to publish the article, to be cited as its original publisher in case of reuse, and to distribute it in all forms and media.
Licensing
The published articles will be distributed under the Creative Commons Attribution ShareAlike 4.0 International license (CC BY-SA). It is allowed to copy and redistribute the material in any medium or format, and remix, transform, and build upon it for any purpose, even commercially, as long as appropriate credit is given to the original author(s), a link to the license is provided, it is indicated if changes were made and the new work is distributed under the same license as the original.
Users are required to provide full bibliographic description of the original publication (authors, article title, journal title, volume, issue, pages), as well as its DOI code. In electronic publishing, users are also required to link the content with both the original article published in CM: Communication and Media and the licence used.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Self-archiving policy
Authors are permitted to deposit author’s publisher's version (PDF) of their work in an institutional repository, subject-based repository, author's personal website (including social networking sites, such as ResearchGate, Academia.edu, etc.), at any time after publication.
Full bibliographic information (authors, article title, journal title, volume, issue, pages) about the original publication must be provided and links must be made to the article's DOI and the license.
Disclaimer
The views expressed in the published works do not express the views of the Editors and the Editorial Staff. The authors take legal and moral responsibility for the ideas expressed in the articles. Publisher shall have no liability in the event of issuance of any claims for damages. The Publisher will not be held legally responsible should there be any claims for compensation.