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Digital Recruitment

How does digitalization change the way of recruiting and what role does social media play?

Written by C. Fischer

Paper category

Master Thesis


Business Administration>Human Resources




Master Thesis: Digital recruitment Digital recruitment, also known as online recruitment and e-recruitment, refers to “online formal procurement job information” (Kapse, Patil, and Patil, 2012, page 82). The term "E-recruitment" first appeared in an article in the mid-1980s and divided e-recruitment into two sub-topics to deal with its use: an organization’s career website and a business job board for online recruitment (Kapse, Patil and Patil, 2012, pp. 82-83). In the past four decades, the use of digital recruitment has become increasingly important and relevant for organizations and job seekers. Due to the advancement of digitization, various digital software and technologies have developed steadily, including the number of social media platforms. The number of social media users has increased to more than 2.96 billion users in 2020, 89% of which are comprised of people aged 16 to 24 (HostingFactsTeam, 2020). Most users are made up of members of the Y and Z generations and are also described as currently entering the job market. The members of Generation Z are the direct heirs of Generation Y and are also known as millennials because they have experienced the millennium. Generation Y refers to people born between 1981 and 1995, whose characteristic is to pursue the meaning of life. In 2015, more than 30% of paid employees were made up of generation Y members, and the forecast for 2020 is more than 50%. Experienced a world without internet. Two generations use the Internet every day and are accustomed to collecting information quickly and easily through Google and social media (Kuhlmann-Rhinow, 2019). Digital recruitment includes the use of digital software to find qualified personnel, as well as the digitization of the organization's human resources (HR) department. Therefore, the human resources department needs to recognize the progress of digitalization and the opportunities it brings to the organization's recruitment process. The use of social media platforms such as Facebook and Instagram, and career-oriented platforms such as XING and LinkedIn need to be incorporated into the recruitment process (Keil, 2018). Each platform has its own attributes and needs to be used for different purposes, so organizations need to acquire knowledge about them in order to successfully use them. In addition, as the number of members of Generation Y and Generation Z entering the job market has increased, generational changes must be considered. Not only can social media not be used as a recruitment channel, but it can also enhance the image and online influence of an organization. The successful use of digital recruitment, including the organization's recruitment website, recruitment board, and social media, requires time, money, and talent (Keil, 2018). The use of digital recruitment and its acceptance of people and organizations depends on different variables. 2.2. Research questions and hypotheses The paper involves digital recruitment and the procurement of online jobs. In addition, it will study how digitalization changes recruitment methods and what role social media plays in this context. First, the research topic is broken down into different components to obtain, summarize and formulate research questions. Therefore, four different research questions have been formed: 1. How does the company find employees? 2. How has the recruitment method changed? 3. How do people find jobs? 4. What role does social media play in recruitment and job search? The research questions involve different subject areas that will be discussed in the paper: traditional and digital recruitment, digitalization, social media, and generational change. Therefore, after studying the theoretical background of the research question in the thesis, a hypothesis will be proposed. 2.3. Brief overview This article first introduces the theoretical background of the research topic, starting from human resource management, traditional and digital recruitment, then digitalization, social media and generational changes, at least the technology acceptance model. The next chapter introduces the methodology of the thesis. It describes the methods chosen for further research and how to evaluate and analyze the data collected from the interviews. In addition, the data collected from the research will be collected later in the survey results chapter to obtain an overview and structure the discussion. Therefore, the next chapter includes discussion. Use the theoretical background and data collected from interviews to verify and refute the hypotheses proposed. Finally, the thesis ends with a conclusion, including the limitations of the research, future research and practical suggestions. In addition, research questions will be answered by extrapolating from the results of the research taken. At least, the last part of the paper consists of used references and an appendix. The appendix consists of additional materials, including interview guides and interview records, as well as statistics and infographics used in the paper. 2.1 Human Resource Management Human resource management was introduced in a course at Harvard Business School in Boston, USA. It was described as "a strategic and coherent method of managing the most valuable assets of an organization-the people who work there, they Individually and collectively contribute to the achievement of business goals" (Thakur, 2014, p. 173). In contrast, “human resource management refers to all activities related to the work and personnel management in an organization” (Boxall and Purcell, 2011, p. 3). Read Less