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Recruitment Through Social Networking Sites and It’s Impact

PALVINDER KAUR[a]

Prof. (Dr.) SATINDERBIR KAUR[b]

Abstract

Social networking sites such as Facebook ,Orkut, Twitter ect are some of the most

powerful tools available to recruiters today. The increasing impact of social networking sites

in communication and socializing worldwide brings attention to how they affect recruitment

processes. Role of social networking sites is increasing drastically in day to day life. New

hires looking for work turn to the Internet first, lesser looks in the local newspaper. It's not

enough for employer anymore just to post a job vacancy on Monster.com, Naukri.com,

Timesjob.com or other online job boards. Employers are spammed with hundreds of resumes

from unqualified applicants when they post on the big boards. Employers recognize that as

the online social networking world is expanding, there are better ways to recruit superior

employees .Since world of recruiting is changing; Employers are using Linkedin, Facebook,

Viadeo popular networking sites for recruitment. Most people at the end of the day are hired

through a referral -- a friend of a friend of a friend. This is the basic structure behind social

networking sites -- the trusted one-to-one-to-one relationship. This research paper contributes

impact of social networking sites in organization and for jobseeker positive as well as

negative also. They are useful for jobseeker as well as employer .But its increasing popularity

also giving threat to privacy of an individual. Whatever people are posting can help them or

hurt them in regards to their career.

Study has been conducted with the help of inputs received from various sources like

publications, websites, Research paper, survey, etc. Comprehensive analysis of the shifting

trend has been done and explained through various graphs and figures Overall, social media

has improved the recruitment process by making it more open and democratic. Using this

method alone however, takes the ‘personal touch’ out of relationship building and candidate

identification. It is therefore unlikely to completely replace the traditional recruitment

methods in the coming period.

Keywords:- Social Networking Sites, Requirement, Employers , Employees

PALVINDER KAUR

Research Scholar

Pursuing Ph.D. from Punjab Technical

University Jalandhar (Punjab)

Phone no- 9828630660

E-mail: [email protected]

Postal address

Palvinder Kaur d/o Mukhtyar Singh

V.p.o. -Inderpura, Via- Dholipal, Th.-

Sangaria, Dist.-Hanumangarh(rajasthan)

Pin Code-335064

Prof. (Dr.) SATINDERBIR KAUR

HOD, Faculty of Commerce &

Management

LCET Ludhiana,

Punjab Technical University Jalandhar

E-mail: [email protected]

mailto:[email protected]





1. Introduction :

Increasing use of technologies like the Internet has pervaded many aspects of life.

Nowadays, people are fond of communicating and interacting through online sites to have

different, interesting and worldwide experiences. The growth of social networking websites

like Facebook, MySpace and others is now a worldwide phenomenon. These websites have

gained more than 100 million worldwide up to 2007 (Brockett, 2007), and now store large

volumes of data of their users. For instance, a latest reported statistics is that ‘Facebook and

MySpace now carry details of around 12 million people in the UK alone’ (Marriott, 2007:25).

More recently, in March 2010 it has been reported by the media that Facebook gets more hits

per week than the popular search engine Google (Financial Times, 2010). This suggests that

individuals’ data could now be made available online to anyone accessing it. Studies Show

that there are probably as of September 2012, Face book has over one billion active users. In

India, Face book has 50 million users.

Employee selection and recruitment has not been fully understood or managed by companies,

and both recruiters and recruited could post or access data for different purposes. People,

especially college or university students and graduates are interested in so-called ‘cool’ stuff

(e.g. photos, diaries, ideas) to help them signify their individuality, diversity and ‘cool’

lifestyles (Gittlen, 2008) among other things. Companies might be using social networking

sites to verify information provided by candidates through other means (CVs, interviews).

How will a person’s data affect his/her future job prospects? How could different uses of the

same data be reconciled for the benefit of both companies and candidates? In this paper we

investigate the impact of social networking sites data in activities of recruitment. We adopt a

theoretical perspective based on activity theory which enables us to establish a common

ground to appreciate the use of such data by both employers and potential employees. With a

common framework we enquire about the role(s) of sites currently being played according to

candidates’ perceptions, and we discuss how sites could be better aligned to what companies

are currently and should be doing in terms of recruitment. Our insights suggest that there is a

mismatch between how different groups use social networking data and that jobseekers

should pay more attention to the data they make available to others, in other words how they

present themselves in the cyber-world.

Social Media is the current big buzzword in the world. It is already such a big part of

the Internet culture. Social Networking means simply one person meeting another person via

internet. It includes sites such as Face book, Twitter, LinkedIn, Videos, and MySpace etc.

Use of Social Networking Sites:-

1. Purely Personal Reason- Due to large demographic people like to be connected with

friends or want to make new friends. People use these sites, which gives entertainment as

well. Face book is more popular for this. One great way of taking advantage of the personal

side of Face book is keeping in touch with people hundreds of miles away, maybe somebody

who has gone travelling or moved to the other side of the world.

http://en.wikipedia.org/wiki/List_of_virtual_communities_with_more_than_100_million_active_users





2. Business-Connecting with Customer -Due to large use of internet organization use Social

networking sites for directly connecting with customer. They can chat with customer directly

using sites. Twitter is being mostly used for this.

3. Business – Networking-Especially entrepreneur use social networking sites to promote

their business. To form solid networking.

4. Marketing-Another Twitter success story is Dell and their recent Internet Marketing

strategy. Their outlet site sells refurbished PCs, and they post details about the newest ones

on their Twitter feed. They also post special offers just for Twitter users, and they send

information about sales, along with discount vouchers to their Twitter followers. The

company has generated $6.5million in revenue from this venture.

5. Entertainment-The newest craze is on Face book, with all the game applications that have

appeared over the last couple of years. The most popular of these is a game called Farmville

which has managed to acquire 72.9 MILLION users per month. That is a crazy amount of

people to be playing a game about running a virtual farm.

6. For Recruitment-Sites Used for Recruitment:-LinkedIn, Viadeo, Facebook, Twitter.

2. Review Of Literature

Studies rreevveeaall that so many time, the hiring process is the deciding factor in

establishing whether the recruiter will get a good performer or not.

Social networking is one of the most sought out solution for sourcing and recruiting

employees in companies as it offers an exciting means for linking employers and potential

employees. Employee recruitment across levels has become more challenging as the market

for qualified job applicants is shrinking.Giving advertisements in newspapers and internet

based job boards is expensive and it is a constant challenge to target the narrowly defined

candidate types through mass advertising. This is when social networking becomes an

emerging and an exciting imperative.

As Ashish Garg, Director of Recruitment for Convergys Customer management

operations in India,reveals, recruiters perform more than 30 % of their sourcing activities

through social networking sites. They have a team of social media recruiting specialists and

hope to developmany more such specialists in the next According to a US survey of 2,667

HR professionals, 45 per cent check job applicants’ social network profiles before hiring

while a further 11 per cent intended to do so over the next year(careerbuilder.com 2009).

Zarrella (2010) says the roots of online social networking can be traced to the 1980s bulletin

board systems (BBS). These systems allowed the users to create personal profiles, helps to

share information by sending private messages, public messages and post events at low speed

connectivity. After emanation of social networking technology in the internet world, it grew

higher and popular among the internet user.

Lacy and Hernandez (2009) says Twitter gives the ability to share nearly 140-

characters thoughts in a split second, where user can easily share links to press releases and

stories about their business, service or product. Making tweets interesting and diverse, there

is a more possibility of increasing the followers, by consider with news sharing and stories

about the industry that they serve.





Smith (2010) says that Face book is becoming one of the great internet communications of

people time now days. Whereas many companies have tried to emulate Face book’s success

or challenge it in one geography or another, Face book has proven that the core asset on

which all of its services are built - the social graph - is much more defensible and powerful

than many others once anticipated.

A smaller UK survey found that only 27 per cent of employers did so, although it was

a more common practice in media, professional services and finance industries and less

common among charities and retailers (Peacock 2008). It should also be noted that sites such

as LinkedIn are professional networking sites that can be used explicitly for recruitment .

Allen, Van Scotter, and Otondo (2004) completed a study on recruitment

communications. Through a study conducted on 989 undergraduate students, they found that

media and media features have a direct effect on communication outcomes, attitudes,

intentions, and behaviours related with potential employees for an organization. Conveying a

constant recruiting message and utilizing media features such as two-way communication,

personal focus, social presence, symbolism, and including a proper amount of organization,

led to a positive opinion of the organization. In addition, these features were positively

connected to the communication process. The findings show that media and media features

have a significant effect on potential employees. Moreover, with a sample of 175

undergraduates, Braddy, Foster, Wuensch, and Grossnickle (2003) completed a study on

Internet recruiting. Their research found that maintaining a favourable recruitment image is

related to being successful when attracting potential employees. The navigational ease of a

website led to a favourable notion of the company versus websites that were difficult to

navigate. The study addresses the potential of the Internet and the recruitment opportunities a

company has through a userfriendly site.

Overall, the Internet can be used to increase communication outlets and

influencepotential employees. Using the Internet for communication purposes can lead to

anincrease in the number of job applicants a company can receive. In addition, an applicant

can develop a lasting positive impression of the organization through the company’s official

web page. Although these studies address traditional Internet websites, the forms of

communication mentioned are exercised on social networking sites.

Famous Sites used for Recruitment

Linked In-LinkedIn is one of the social networking sites in India which are used by many

professionals When anyone searches in Google for you, it is always a positive if you can be

easily visible and this is possible with LinkedIn as the page rank of such social networking

sites in India is high. So care must be invested in making the profile and things must be added

based on priority as people see the stuff in your profile. Not only you get connections but also

advices from the experts from the features available in LinkedIn. Along with these features

LinkedIn help finding your friends or your old associates of business.

LinkedIn now counts over 200 million members as part of our network, with

representation in more than 200 countries and territories and in 19 languages around the

world.





Highest Percentage of Traffic by Countries on Linked In

1. United States 42.8%

2. India 13.7%

3. United Kingdom 6.7%

4. Netherlands 3.7%

5. Canada 2.8%

6. Italy 2.3%

7. Germany 2.3%

Viadeo - Viadeo is often labeled as LinkedIn’s rival in professional social networking,

however it is important to note that the site is relatively unheard of in the USA; where

LinkedIn dominates the market. To extend its presence on the Asian Pacific continent,

Viadeo opened a new office in San Francisco in 2010

Users of Viadeo Country wise

Latin America 11.3 million

Europe 8.1 million

China 5.5 million

France 4.5 million

USA 5 million

India 3 million

Other countries 2.1 million

Face book-It was initially started as college networking site. Later on this expanded and now

each and everyone can be included. With Face book you can share your status updates,

photos, videos etc and your friends can like and comment on your shares. Studies Show that

there are probably as of September 2012, Face book has over one billion active users. In

India, Face book has 50 million users. The UK, Italy, France and Germany are the highest

represented European countries on Face book. Open networks such as Twitter and LinkedIn,

it is assumed, are the most useful tools for professional networking and recruitment rather

than closed networks such as Face book.

How to use Social Networking Sites for Recruitment:-

Develop and expand a personal network of professionals to whom the employer or

recruiter can send a request for a referral of a recommended candidate for a particular job

Stay in touch with former, valued, trusted colleagues for potential future em-

ployment relationships. You don't want to lose touch with people who have worked success-

fully for you or with you in the past. They could be your best future employees – or send you

your best future employees.

Actively search for candidates among LinkedIn members by searching on keywords

for people with the required qualifications listed in their LinkedIn profile. (This is why key-

word rich, well-developed, complete profiles are recommended for professionals on

http://en.wikipedia.org/wiki/List_of_virtual_communities_with_more_than_100_million_active_users





LinkedIn.) Share your contact information so others can easily contact you whether you are

actively or passively job or employee searching.

Develop a complete, keyword-rich profile for your company on LinkedIn. Prospective

employees, who are looking for employers, search LinkedIn by keywords, too. They also

look at company profiles to make up lists of companies for whom they'd like to work. Poten-

tial employees may even contact you through LinkedIn's mailing system, In mail. Be pre-

pared to respond as you want to hire these social media savvy candidates.

Search for potential employees by past or current employer who may have employed

people with the skills and experience you seek for your company.

Search for employees based on references from recommenders you trust, the process

used on LinkedIn in which members of your network can write notes of recommendation for

you.

Can ask your current employees to activate their networks to reach out to potential

passive candidates for jobs. (Not everyone is looking, but most people are open to discussing

the right opportunity.) Employee referrals are valued because most employees will only refer

to you people with whom they want to work.

3. Assessing Return On Investment Of Social Media Hiring

According to an article published by the Human Capital, due to shifting HR

recruitment metrics, assessment of recruiting tools has become very important. Following are

the ways of assessing the social networking tools in order to gauge their effectiveness:

1. Influence: Twitter influence is measured using tools like Twinfluence or Twitter Grader.

Facebook business pages can also be measured with some beta tools like FB Grader.

2. Traffic: The goal of traffic is to specifically get people to look up the career website and

possibly, specific job postings, which motivate them to apply for jobs.

3. Chatter: To measure chatter specifically about ones career opportunities, the interview /

selection process and what it’s like to work in the company etc., some of the influence tools

mentioned above can be used but periodic auditing of the chatter and monitoring of the social

media is equally important.

4. Intelligence and candidate experience: Focus groups or online surveys can be used for

finding the candidate’s experience. Companies are taking this approach to embrace

uncertainty, using small-scale tests to find ways to improve discrete functions and practices.

They aim to learn by listening to customers and employees on platforms such as Twitter and

Facebook. The HR fraternity is using social networking mainly for recruitment related

activities. Professional sites like LinkedIn are helpful tool in sourcing various profiles.

recruitment related activities. Professional sites like LinkedIn are helpful tool in sourcing

various profiles.





4. Objectives

1. To understand the impact of social networking sites on the recruiters hiring practices

2. To identify the authenticity of these channels on the minds of the job seekers

3. To analyze the future prospects of these sites as a breakthrough in new age recruitment

5. Research Design And Methods

Sample design: The present research study covers various companies across different

sectors.

“Random Sampling Technique” has been used for choosing the respondents.

Data Used: Both primary data and secondary data have been used for the purpose of study

(1)Primary Data- Primary data have been collected through the “Survey Method” with the

help of structured questionnaires. Two types of questionnaires were developed: a) One for the

recruiter and b) One for the job seeker Questionnaires were administered personally for

nearly 180 respondents and 100 were mailed out, out of these 264 (100 from recruiters and

164 from job seekers) valid questionnaires have been received, thus the response rate has

been approximately 94 %.

(2) Secondary Data-Secondary data used have been collected through published books,

articles in magazines and journals and Internet websites.

Questionnaire Development: For the purpose of analysis, a structured questionnaire was

developed in 2 stages as follows:

1st Stage: An exploratory study was carried out using personal interviews. This was done to

understand the influence of social networking sites on the recruitment practices of the Human

Resource Department of various firms and also to understand the usage rate and relevance for

job seekers.

2nd Stage: Based on the findings of the exploratory study, a closed-ended questionnaire was

developed which were then mailed out to different respondents as well information was

collected through personal interviews.

Scope of the study: Employees from the following companies across different locations in

India extended their cooperation as respondents for this study.

Companies Recruiters Job seekers

IBM 15 23

Amtek Auto Ltd. 10 20

NTPC 13 2 1

Tata Motors 17 25

Larsen and Toubro 6 17

Jindal Steel 1 2 20

Philips Electronics Ltd 15 22

BCL

Analysis technique: The responses of the two types of questionnaires were analyzed with the

help of graphical representations, bar diagrams and pie charts & analysis and conclusion

drawn thereby.





5. Results And Discussion

Recruitment trends of any industry are judged with the help of both the recruiters as

well as the individuals seeking job in that industry. Therefore keeping this in mind, we have

analyzed the influence of these sites from both the angles.

Diagram.

Number of users for every social networking platform

From the previously mentioned it is ascertained that the majority of those questioned has

created a Facebook account/page.

Recruiters’ perspective:

The most popular and widely used medium of recruitment in most of companies is through

internal referrals followed by job portals. Preference of social networking sites is at par with

print media. While other companies also recruit potential candidates through campus

selection.

Diagram . Social media use according to age group





We see that in all age groups a large proportion of users keeps a profile on Facebook.

But it seems that as age increases the smaller the % rate on the number of users in each age

group. The percentage of Linkedin users seems to increase with age increasing, which may be

due to the use of that specific social networking platform. On the other hand, MySpace and

Hi5 are being reduced by age increasing and in the older age groups present with no users

share. This is because most are aimed at young audience Age. Finally, with age increasing, a

larger percentage of people who either do not use, or use some of the less popular social

networks appear

Diagram Social media use according to sex





We observe that the largest proportion of users in both sexes has Facebook users. A

higher percentage is that of women users on Facebook, on twitter and hi5. Male users of

Myspace and Linkedin have a higher percentage. Finally, a higher percentage of men has a

profile on another social platform, or do not have a profile on any social platform.

Diagram .Social media use according to educational level

Facebook has high percentages in all educational levels. Notable is the fact that Linkedin

seems not to be used at all by high school graduates.

Diagram . CV upload in web based job search page

A great percentage say they have never put a CV on a job search web page and a

respectable percentage of respondents are not aware or did not answer this question. Of the

rest, the main reasons that posted a resume is the speed of communication with the employer

and the opportunity to send to multiple employers, followed by the non-use of paper and the

reliability of the Internet over traditional methods.

Majority of the companies are using the social networking sites mainly as a supplementary

tool for approaching potential candidates for filling up job vacancies. Recruiters feel as of





now they cannot rely only on one particular form of recruitment tool and have to combine

various tools in order to attract the right talent for the right job vacancies.

Recruiters are mainly using the social networking sites for searching talents in the middle

management level positions, followed by top level management positions and then for lower

level. The reason being, for lower level positions there is plenty of talent available in the

market while for the top level positions not many individuals rely on these sites so experience

has revealed the most lucrative segment is the middle level managers (Managers,Asst.

Managers, Dy. Managers etc)

Reference and background checks play a very important role in understanding an

individual’s psychology, behavior patterns, professionalism and sociability. So majority of

the firms do refer to a candidate’s social profile in order to get a deeper understanding of an

individual and also to analyze the employee-job-fit.

There has been a positive response rate of almost 61 % from most of the candidates

approached for.

Linked In tops the chart in the list of the most sought after recruitment site through social

networking with 52 % firms using it to shortlist candidates, followed by Facebook (23 %)

while 23 % firms under the survey preferred a combination of both.

49 % of the firms do not blindly rely on the information provided in the social networking

sites of a candidate (even if it is the most professional site like Linked In). They always

supplement it with proper reference checks and background checks

These sites are mostly preferred for candidates with Niche skills

Almost 83 % of the firms feel that social networking sites will revolutionize the trend of

recruitment and will emerge as a new age tool for recruitment with only 16 % saying that is

an overhyped tool for recruitment.





Sociability is the most important aspect of one’s personality that is judged through these

sites to some extent. Behavior and psychology is also judged in order to ascertain proper

cultural fit for the organization.

Job seekers’ perspective:

Most of the job seekers, today, have their profile uploaded on both Facebook as well as

Linked In while Orkut is gradually losing ground.





Diagram . Account creation in web based job seeking places

It is ascertained that only the 24% of those questioned has created an account in web based

job seeking places.

The survey has also revealed that on an average respondents have been active on the social

networking sites for more than 2-3 yrs

Most of the professionals spend approximately21- 30 hours every week on these sites

Information pertaining to both jobs and socializing are the main motivators for being

active on these sites.

Linked In tops the charts when it comes to approaching potential candidates through social

networking sites followed by Facebook

Referrals for jobs through acquaintances still remains the most favored source to getting

placed while social networking sites are closely gaining ground on this front as well.





A majority of the respondents have admitted that they provide authentic information about

their professional backgrounds in these sites which shows the growing levels of seriousness

amongst professionals for this mode of job hunting

Candidates view companies recruiting through these sites as having good employer

branding and modern and up to date. They feel that these companies know how to blend into

the existing trends of the market thus work culture is expected to be global and employer

friendly.

5. Recommendations

The findings above have revealed that social networking sites are indeed a

breakthrough in new age recruitment. Its merits coupled with certain drawbacks are gradually

coming to the forefront. However the advantages of this modern technique of recruitment by

and large outweigh its demerits. Thus certain recommendations have been laid down in order

to improvise its usage and implementation:

1. Cheaper alternative- Social networking sites can be used as an exciting imperative and a

cheaper alternative to advertisements in newspapers and job portals given the mounting

expenses and the requirement for targeting a narrowly defined candidate types through mass

advertisement. It also gives an opportunity to engage with passive job seekers.

2. Candidates’ psychology-The wealth of information that is available on these sites can be

used for understanding the psychology of the potential candidates and thus helps us in

understanding the employee-job-fit. This will not only give a boost to successful recruitment

but also help in enhancing employee retention initiatives.





3. Employer branding is the latest buzz word in the business world today. These sites can be

effectively used by organizations to establish themselves as good employer brands in order to

attract the best talents of the industry.

4. Niche skills- With people spending almost 30 % of their online time on social media, this

medium can be initially utilized for tapping people having niche skills followed by an all

pervasive approach at a later stage as the study above has revealed that job seekers respond

quite positively to opportunities offered to them through these sites.

5. Early adopters- Companies which can gain the first movers advantage will remain ahead of

its competitors who might face entry barriers afterwards. It always pays to be constantly

updated with the latest trends of the market. So it’s always better to be an early adopter and

encash on the situation when the completion is low.

6. Training and motivational sessions- Organization can also implement this new strategy

through planned phased out training and motivational sessions for their recruitment team.

They need to highlight the benefits and ways in which recruiters can tap potential talents. For

example, alumnus is an important pool and social media is emerging as a convenient platform

to keep in touch with them.

6. Conclusion

The social media recruiting is here to stay and with the combined efforts of both the

recruiters as well as the job seekers it will revolutionize the recruitment metrics and practices.

As of now in o rder to reap the benefits of this medium, we need to run it in tandem with

other recruitment channels as well. However, its success and importance will depend on the

reach, cost and the kind of people it attracts. Thus, it very important to target the right

professionals for the right job.

7. References

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International Business, Degree Programme in International Business, Lahti University of Applied Sciences

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APPENDIX

Survey questionnaire.

A Questionnaire regarding the effectiveness of brand communication through Social Networking Sites

1. Age: _________

2. Educational Qualification: _________________________

3. How often do you use internet?

--- Once a week ---- 2 to 3 days a week ---- 1 or 2 hrs a day ---- more than 3 hrs

4. Are you aware of social networking sites?

----Yes ---- No

5. How often do you log in those networking site?

--- Daily --- 2 to 3 times a day --- once a week --- more than 3 times a day

6. How many SNS profile do you have?

---- Orkut ---- Face book ---- Twitter Others _____________

7. In which SNS do you find ads communicated well?

--- Face book ---Orkut ---Twitter ----Others

8. What kinds of ads have you come across in these sites?

--- Web banner ---Pop up ---Flash ads ---Video ads others _________

9. Do you agree ads appearing in SNS?

--- Agree --- Neutral --- Disagree

10. Have you ever accessed these ads coming on your way?

--- Often --- sometimes --- never --- depending on ads

11. What kinds of brand communication attract you in SNS?

--- Interactive --- Flash ads --- Banner ads --- Games, quiz, updates --- video ads

12. Did these kinds of ads made an impact over you?

--- Agree --- Neutral --- Disagree.

13. You have any account creation in web based for job ?

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