Purpose
The authors were motivated to carry out their study by the increasing popularity of social media as a recruitment tool. They focused on the recruitment managers as previous studies have concentrated on the experiences of the candidates.
Design/methodology/approach
The authors wanted to test two hypotheses. The first one was split into two parts – Hypothesis 1A was that: “Recruiters intentions to adopt SMR are significantly related to pre-hire ROs.” And Hypothesis 1B was that: “Recruiters intentions to adopt SMR are significantly related to post-hire ROs.” Their second hypothesis was that: “CS (credibility and satisfaction) will mediate the relationship between SMR intention and ROs”. They surveyed 240 recruitment managers in the manufacturing and services sector, in Gujarat, India.
Findings
The results confirmed both of the hypotheses. Firstly, the responses showed that recruiters intended to use social media as it provides pre-hire benefits. Similarly, results showed SMR is more compatible, less complex and ensures better trialability and observability. Secondly, the research showed SMR intentions are significantly related to post-hire ROs. The study proved that SMR was “cost-effective, attracts better talents and retains them”.
Originality/value
The study suggested social media sites like Facebook could maximize the number of applicants and be more effective than traditional advertising in targeting passive job seekers. Second, it showed managers could optimize their SM post-hire outcomes to improve talent retention. Third, the results suggested that SMR could attract dream candidates by providing credible information. Finally, HR departments needed to understand social media complements rather than replaces traditional recruitment methods.
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