THE USE OF SOCIAL MEDIA IN RECRUITMENT PROCESS- STUDY OF INDIAN COMPANIES. Shakti Marhatta, Asst Prof, ASM s IBMR, Pune, India

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1 THE USE OF SOCIAL MEDIA IN RECRUITMENT PROCESS- STUDY OF INDIAN COMPANIES Shakti Marhatta, Asst Prof, ASM s IBMR, Pune, India ABSTRACT : This paper is focused to find out the answer whether the social networking sites are beneficial for the recruitment purpose. The use of Internet in recruitment is not new. In fact, over the years, e-recruitment has become popular both among the employers as well as job seekers. Naukri, Monster, Yahoo, shine.com and CareerBuilder are some of the premier job sites among them. Many of us are registered with one or more of the social networking sites like Facebook, LinkedIn, Twitter, etc. With the growing popularity of social media sites like LinkedIn, Facebook and Twitter, as well as lesser-known sites like Upspring, Perfect Business professional networking with the use of social media as a recruitment tool is much more famous and in fashion now a days. So we focused on the fact that how SNS are implementing and used in an effective manner by the companies for recruitment purpose.in this paper we focused on the role of Social networking sites in Recruitment. The companies use the social networking sites for finding talented professionals. The social networking sites are gaining popularity as a source of recruitment as they offer better solutions as compared to the job sites. Not that the use of social networking sites is flawless. However, to what extent can the social networking sites be used as a source of recruitment? Undeniably, there are certain jobs than cannot be filled by using the social networking sites. And even if the social networking sites can be used for recruitment, they might have to be supplemented by some other source of recruitment to accomplish a meaningful recruitment task. Keywords: Recruitment, Online recruitment, Social media. INTRODUCTION Social networking phenomenon has emerged over the past ten years. In that time, social networking sites (SNS) have grown from a niche to a mass online activity, in which tens of millions of internet users are engaged, both in their leisure time, and at work Definitions of social media and social networking sites Kaplan and Haenlein (2010) define social media as a group of Internet based applications that build on the ideological and technological foundations of Web 2.0*, and that allow the creation and exchange of usergenerated content. Boyd and Ellison (2007) define SNSs as: web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) INCON X

2 articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system. With the advent of social media sites such as LinkedIn, Facebook and Twitter, recruitment procedures have been dramatically transformed. Reputed organizations not only cast a wide net through these sites but also narrow down their search to what they want exactly with great ease. They have precise strategies in place to make the best use of the social media in their hiring process. Social recruiting is the process of sourcing or hiring candidates through the use of social platforms as promotional channels by employers. Career/ Placement offices at university campuses also use social recruiting since social media is familiar to and often embraced by students and graduates as a job searching medium. Social media based recruitment is certainly on the rise, but is it suitable for all types of jobs? Mr. Manoj Biswas, HR lead, Accenture India, states, Opposed to popular opinion, social media is a platform where an employer can seek candidates, irrespective of the nature of the job. Social media websites act as effective recruitment tools to search for talent with specific skill sets and a large qualified talent pool. With the large number of groups across multiple networks, employers can now exercise their discretion and narrow down a search to a specific type of organization/ qualifications/ skill set they are looking to hire. Social recruiting falls into two different categories. The first is internet sourcing using social media profiles, blogs, and online communities to find and search for passive candidate data and information. The second is social distribution. This involves using social media platforms and networks as a means to distribute jobs either through HR vendors or through crowd sourcing where job seekers and other influencers share job openings within their online social networks. Rationale of Study: Social media appears to be successful in not only expanding talent pools, but in hiring candidates as well. Social media offers recruiters several advantages. First, these applications expand talent pools beyond geographic boundaries, allowing employers to reach a global audience. Second, they allow candidates to find talent acquisition professionals. Most people find jobs through personal or professional networks moving those networks online allows more people to be aware of an organization s employment brand and job openings. It also allows employees to notify their personal and professional networks of job openings in their organizations. Third, as organizations continue to do more with less, these technologies are extremely cost effective. It costs little to establish a social media presence, although managing those networks can be a challenge. Perhaps the most compelling reason to use social media in HR and the talent acquisition process, though, is because it is inevitable. Most large organizations already have a prominent social media presence and leverage it to improve their employment brand and to find active and passive job candidates Literature Review: INCON X

3 Benjamin B. Aguenza1, Ahmad Puad Mat Som The purpose of his study is to investigate the relevance of collaborative technology such as social networking to employee productivity in the workplace. The conceptual paper examines positive and negative perceptions of social networking sites, provides the relationship between social networking and employee productivity and examines whether social networking are capable of increasing the levels of employee performance and satisfaction. The role of Social Networking Sites in recruitment: Results of a quantitative study among German companies, Sandra Abel, May 2011 The author chose various parameters to study the effectiveness like: information quality, popularity, networking scope, ease of navigation and security/privacy. Recruitment & social media Building an effective online presence: A first insight in using social media for recruitment purposes, Stephan ten Kate, August 2009, the significance of social media for recruitment communications is underlined by the fact that current and future starters can be typified as digital natives. Social Media Tools Recruitment through Social media FACEBOOK A social networking service where users create personal profiles, add other users as friends and exchange messages, including automatic notifications when they update their own profile. GOOGLE An American multinational corporation specializing in Internet-related services; most famously its core search engine, but also a large chain of products including Google+, the second largest social networking site in the world (as of January 2013). LINKEDIN A business-related social networking site mainly used for professional networking. Face book is now the most visited place on the web. Face book is a relatively closed network it can make direct sourcing a challenge. Depending on the user s security settings, visitors are allowed certain access making sourcing on this platform somewhat difficult. Google+, Google s social media platform is the fastest growing social network. It provides recruiters and hiring managers another wide channel to recruit, source, and search. Google+ offers a unique opportunity for recruiters to blaze new trails and connect with candidates in different ways. LinkedIn had more than 187 million members in over 200 INCON X

4 TWITTER YOUTUBE Users maintain a list of contact details of people with whom they have some level of relationship, called connections. A popular micro blogging service enabling its users to send and read publicly visible messages called tweets. Tweets are text-based posts of up to 140 characters displayed on the user s profile page. Users may subscribe to other users tweets. A (Google-owned) video-sharing website on which users can upload, share, and view videos YAHOO An American multinational internet corporation widely had known for its social networking services and user-generated content including online discussion boards (Yahoo! Groups), community-driven Q&A site (Yahoo! Answers) and photo sharing (Flicker). countries and territories. 63% of LinkedIn members are located outside of the United States new members sign up to LinkedIn every second. Recruiters and hiring managers can also leverage recruiting on Twitter as a Social Media candidate source in a number of different ways. Searching for candidates via hash tags can net a solid list of job search and recruiting leads long before candidate has responded to a resume-mining database like CareerBuilder or Monster. Used by job seekers to post video resumes. Used by employers to create and post videos about their industries, organizations, talent brands and employment opportunities. Objective of Study: Examines the pros and cons of using social media, simulations and virtual world technologies to expand talent pools and to identify good job candidates. Provides HR and talent management professionals with information they can use to help them incorporate social media and virtual technologies into their organizations hiring practices. To study the awareness of social networking sites being used as potential source of employment with respect to gender and age. INCON X

5 Research Methodology The theoretical perspectives and the review of relevant literature led to the objectives. The study was done by using Secondary data was collected from company websites, journals, business magazines, business newspapers, websites and statistical organizations. Findings The findings show that recruitment supported by Social Networking Sites is a relatively new topic. Most of them started using Web 2.0 applications for their Human Resource Management (HRM) during the last three years. The majority of companies makes use of the business-oriented sites, in particular XING, for their recruitment and predict XING to be the most important Social Networking Site in the future. In this study, Face book is defined as a social-oriented site. It is not often used for recruitment at this point in time, VII but companies predict that Face book will gain more importance within the next three years. In order to detect the qualities of Social Networking Sites which mostly influence effective recruitment, a model was tested. The most significant finding is that among the tested qualities of Social Networking Sites the networking scope has the most powerful influence on effective recruitment, in particular on the target group orientation. The wider the networking scope, the easier to reach more people and to hit the right target group. Furthermore, an interesting finding is that costs are not affected. According to the findings, there is no significant relationship between the qualities of Social Networking Sites and costs. Findings show that companies do not spend much of their total recruitment time on Social Networking Sites. At the moment, they are using it for recruitment activities on a monthly to semi-annual basis. Conclusion: The study conducted reveals that majority of respondents are aware of the social networking sites & there is very low correlation between Age of employment and the awareness about social networking sites. Networking sites are changing the way that organizations manage their talent in several ways. Networking sites have become channels to observe and listen what others are saying about the organization; finally, is also helping organizations to manage their alumni networks more efficiently. The social media sites also recognize this, and new tools are becoming available all of the time that allow recruiters and employers to work together to take advantage of social media hiring. It is changing the way we do business today. Additional benefits include the ability to enhance our public image, improve interactions with customers, and promote employee engagement. But it is not without internal and external risk. REFERENCES: 1. Bartram, D. (2000). Internet recruitment and selection: kissing frogs to find princes. 2. International Journal of Selection and Assessment, 8(4), Doherty, R.D. (2010). Getting social with recruitment, Strategic HR Review. 9(6), INCON X

6 3. Feldman, D.C., & Klaas, B.S. (2002). Internet job hunting: A field study of applicant experiences with on-line recruiting. Human Resources Management, 41(2), E-Recruitment Vs. Traditional Recruitment - Florian Wuttke (Source: GMAC, 2012, Corporate Recruiters Survey.) juxtconsultant (2008) ****** INCON X

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