using social media for recruitment

BYSHERVIN AZADPOUR

SUPERVISOR:PROF. DR. MICHAEL B . HINNER

FACULTY OF BUS INESS ADMIN ISTRAT IONTU BERGAKADEMIE FRE IBERG

JULY 2015

Master Thesis

Using Social Media for Recruitment

• INTRODUCTION

• RESEARCH QUESTION

• METHOD

Background of Study

Introduction

Organizational Competitiveness

War of Talent

Online Recruitment

Social Media Recruitment

Research Question

The role of informational content,

attractiveness, and the social media itself.

Method

Literature Review

Theories:Attitude

Perception

Psychology of Online environment

Organizational Attraction and Behavioral Action

Perception of P-E Fit

ELM of Persuasion

Signaling Theory and URT

MRT

• AT T IT UD E A N D PE R CE P T IO N IN O NL INE

EN V IR O N ME N T

• EL AB O R AT I O N L IK EL IHO O D MO D E L

• U NCE RTA IN T Y R E DU CT IO N T H E O RY

• PE RS O N- O R G AN IZAT IO N F IT PE R CE P T IO N

• ME D IA R I CH N E SS T H E O RY

Theoretical Framework

Attitude and Persuasion

Importance of attitude in e-recruitment

Persuasion, an attitude change

Elaboration Likelihood Model

ELM and information process

Central routs, high EL

Peripheral routes, low EL

Motivation and ability

Perception

Importance in recruitment

Importance in e-recruitment

Attitude and Behavior

MODE model

Attitude formation–behavioral action job

search sequence (Maurer & Cook, 2011)

Attitude and Perception in Online Environment

Website Stimulus Content quality (CQ)Technical quality (TQ) Design (DES) Usability (UA)

Stimulus in recruitment websiteWebsite informationUsability/navigationAttractiveness

Person-Environment Fit

P-E fit perception

P-O fit perception

P-J fit perception

Uncertainty Reduction Theory

URT in short

The third axiom of URT

Extractive information seeking and social media

Importance of URT in e-recruitment

Signaling Theory

Signaling theory

Importance in e-recruitment

• MEDIA RICHNESS THEORY

• WEB 2 .0

• SOCIAL MEDIA

• PROFESSIONAL SOCIAL NETWORKS

Social Media Recruitment

Media Richness Theory

Communication effectiveness and

requirements

Ambiguity Reduction

Rich media, attitude, and persuasion

Web 2.0 and Social Media

Web 2.0

Social MediaWeb logsMicro-blogs (e.g., Twitter)Picture sharing (e.g., Flicker)Video sharing (e.g., YouTube)Networks

Social network site (SNS)

Professional Social Network Sites

What is the difference?EmployeesJob seekersRecruiters

• INFORMATIONAL CONTENT

• ATTRACTIVENESS

• MEDIA RICHNESS

Recommendations

Informational Content

What kinds of information?Information presentation

NavigationELM, comprehension, ability and MODE

URTP-E fit judgment: informed decisionSearchability Amount of information

Link to other profiles

Attractiveness

Consumers’ beliefs and attitudes

Online recruitment studies

P-O fit and organizational culture

Signaling theory

Broader applicant pool

Quality of applicants

Attractive banner

Media Richness

MRTPersuasionP-O fitYouTubeApplicant quality

Thanks for Your Attention