My Dessertation Project PDF

A Dissertation Report
On
A Study on Students Preferences towards Social Media
Recruitment Tool
Submitted in partial fulfillment of the requirement for the award

of the degree of
Master of Business Administration (MBA)
To
Guru Gobind Singh Indraprastha University, Delhi
Guide: Submitted by:

Dr. Abhiruchi Verma Gaurav Arya
01413703915
Batch: 2015-17
Nurturing Excellence
INSTITUTE OF INFORMATION TECHNOLOGY AN MANAGMENT

(2016 2017)
I
CERTIFICATE
I am Gaurav Arya, Roll No. 01413703915 certifies that the Dissertation Report (MS-201)
entitled A Study on Students Preferences towards Social Media Recruitment Tool is
done by me and it is a work carried out by me. The matter embodied in this report has not
been submitted earlier for the award of any degree or diploma to the best of my knowledge
and belief.
Signature of the Student
Date:
Done by Gaurav Arya, Roll No., is 01413703915
Signature of the Guide
Date:
Name of the Guide: Dr. Abhiruchi Verma
Designation:
Address:
Institute of Information Technology
&Management, New Delhi-110058
II
ACKNOWLEDGEMENT
I take this opportunity to express my deep sense of gratitude, thanks and regards towards all
of those who have directly or indirectly helped me in the successful completion of this
project.
I would also like to thank class mates for their wonderful support and inspirable guiding. I
also thank Dr Abhiruchi Verma (IITM Janakpuri) who has sincerely supported me with the
valuable insights into the completion of the project.
I am grateful to all the faculty members of iitm Janakpuri and my friends who helped me in
the successful completion of this project.
Last but not the least i am indebted to my parents who provided me their time, support and
inspiration needed to prepare the project.
Date
Signature
Gaurav Arya
III
CONTENTS
S No Topic Page No
1 Title page I
2 Certificate II
3 Acknowledgement III
4 Content Table VI-V
5 List of Tables VI
6 List of Figures
VI
7 Executive summary
VII
8 Chapter-1 Introduction 1-23
1.1 Introduction 2-22
Chapter-2 Review Of Literature 24-41
2.1 Review Of Literature 25-34
2.2 Social media trends in India 35-37
2.3 Function analysis 38-39
2.4 Swot analysis 40-41
Chapter-3 Analysis and Interpretation 42-61
3.1 Need for the study 43
3.2 Objectives 43
3.3 Scope of the study 43
3.4 Methodology 44-45
3.5 Objective 1 46-58
Chapter-4 Findings and Conclusion 62-68
4.1 Findings 63
4.2 Conclusion 64
4.3 Limitation 65
IV
4.4 Recommendations 66
4.5 Bibliography 67-68
9 Annexure 69-71
V
LIST OF TABLES
Table No Title Page No
1 Difference between internal and external recruitment 12
2 Effectiveness of various recruitment strategies 20
3 Top three social media tools 31
4 Survey data tables 46-58
LIST OF FIGURES
Figure No Title Page No
1 Market share of companies 12-13
2 Bar Diagrams (Market share) 11
3 Pie charts 46-58
4 Logos (Company, IITM) I,26-28
LIST OF SYMBOLS
S No Symbol Nomenclature & Meaning
1 @ At the rate
2 $ US dollar
3 & And
4 % Percentage
LIST OF ABBREVIATIONS
S No Abbreviated Name Full name
1 SMR Social media recruitment
2 TR Traditional Recruitment
3 HR Human Resource
VI
Executive Summary
Key Point: Social media recruitment does not require new regulatory or ethical principles.
Investigators proposing and IRBs evaluating social media recruitment should approach it in
Substantially the same way they do traditional recruitment methods.
Step 1: Ensure that social media recruitment methods comply with all pertinent laws and
federal regulations, including HIPAA and HITECH. This is initially the investigators
responsibility, with oversight by the IRB and assistance from institutional legal counsel, as
needed.
Step 2: Ensure that proposed social media recruitment techniques comply with the policies
and terms of use of the relevant websites; certain exceptions may be possible(see below, sec.
IV).This is initially the investigators responsibility, with oversight by the IRBand assistance
from institutional counsel, as needed.
Step 3: Ensure that the proposed recruitment strategy: (1)is sensitive to the privacy of
potential participants; (2) is respectful of the norms of the community being recruited; and (3)
will not undermine public trust in the research enterprise, including via deceptive practices or
lack of transparency. This is a joint responsibility of the investigator and IRB.
Additional Steps, as Needed:
1) Investigators should typically obtain consent from currently enrolled research
participants before attempting to contact and recruit members of their online
networks, or request that enrolled participants facilitate introductions directly.
2) Investigators should take steps to discourage enrolled participants from engaging in
online Communication that threatens to un-blind the study or otherwise jeopardize
scientific validity.
VII
CHAPTER-1
INTRODUCTION
-1-
1.1 INTRODUCTION
Recruitment and Selection are interchangeable words used frequently by many and
Recruitment is most commonly used word than the word selection. But there is difference
between these two terms. Recruitment is an activity to find people who like to join
organisation. In other words it is the process of inviting candidates for applying to job
through various modes in which organisation asks for. Selection takes place only after
inviting candidates. There is no doubt to say that human resource/Manpower/employees are
pillars and key assets for any organisation. Hence recruitment is the only way to raise
manpower (for the organization as per the requirement).
Recruitment happens before selection process of candidates. Candidates who are identified
as right qualified person will be invited to the selection process which involves different
kinds of tests for knowing knowledge, skills and attitude that are required for performing
would be given job. Simply mean recruitment is a process of calling candidates by way of
giving notification in the newspapers, advertisements, publishing on websites and contacting
drop consultancies, et cetera. Ultimately without the recruitment, there is scope for selection
process. All the candidates who are invited in the recruitment may not be selected because
candidates have to go through selection process for proving their talent.
SOCIAL MEDIA 11 YRS OLD & GROWING
Though online social platforms such as chat rooms or message boards have been around for
decades, its been only recently that theyve found mainstream reception. Most came online
around 2004 and 2005.
-2-
Facebook: Over a 100 billion users by the end of 2016
YouTube: Hundreds of millions users, 2 billion videos watched daily. 24 hours of
video uploaded per minute.
Twitter: 600 million users as of September 2014
LinkedIn: 100+ million users, mostly business-oriented as of July 2014
Blog - Blog is a word that was created from two words: web log. Blogs are usually
maintained by an individual or a business with regular entries of commentary,
descriptions of events, or other material such as graphics or video. Entries are
commonly displayed in reverse-chronological order. "Blog" can also be used as a
verb, meaning to maintain or add content to a blog.
Blogger - Blogger is a free blogging platform owned by Google that allows
individuals and companies to host and publish a blog typically on a sub domain.
Example: yourblogname.blogspot.com
HR Managers & Social Media
92% of Hiring managers in 2013 used or plan to use social media to recruit
86% in LinkedIn
60% in Facebook
50% use Twitter
66% (up from 54% in 2008) HR Professionals that use networking websites to source
potential candidates
1 out of 5 employers use Social Networking Sites to Research Job Candidates
-3-
HOW SOCIAL MEDIA IS CHANGING HUMAN RESOURCES JOBS
Social media is still a hot topic in human resources. Using social media and networking sites
is becoming widely adopted in the recruiting space. However, we are seeing more job ads in
other aspects of HR also requiring this experience - like compensation and benefits, training
and development, and labour relations. Organizations (77%) are increasingly using social
networking sites for recruiting, primarily as a way to attract passive job candidates. Fewer
organizations (20%) use social networking websites or online search engines to screen job
candidates During September, there were more than 4,800 available human resources jobs
that required social media skills. This is a 43% year-over-year growth in demand and a new
high in the number of job ads. Social media skills are represented in 4% of all HR job ads in
the US. One year ago, only 2.6% of HR job ads mentioned anything about social media
during the same one-month period last year.
Of some of the occupations within HR, compensation, benefits, and job analysis specialists
increased the most compared to last year, with more than twice as many job ads as were seen
during last September. Training and development specialists also increased about 58% versus
last year. We looked at some of these job ads to see what types of duties potential candidates
would have to perform on social media. Below are just a few excerpts from job ads:
Integrate online learning and instructional materials through social media for
employees
Find top talent on social networking platforms
Develop strategies and policies to communicate with employees through social media
sites , Produce and disseminate external benefits information through print and online
channels, including social media.
-4-
TALENT ACQUISITION
As applicants enter the corporate evaluation process, they could become the hub of a
social conversation revolving around each interviewers perspective and opinion. By
integrating resume information, on-site and remote interview content, and any prior
working experiences associated with each candidate, organizations could use activity
streams, wikis and polls to provide more immediate and collaborative feedback
regarding an applicants strengths and weaknesses. This information could then be
formatted into both a summary and dashboard of the applicant for further
consideration.
Nucleus Research has found that hiring software can provide over 1,000% Return on
Investment by reducing churn, improving candidate screening and increasing
productivity with automated processes. Through social talent acquisition that takes all
relevant quantitative and qualitative factors into account, the ROI associated with new
talent solutions could be even higher.
ON BOARDING
Once an employee comes on board, she must learn how to work with appropriate
contacts, access the right information, and learn new processes to get work done.
Although a formal learning and development program is helpful, social communities
can also identify informal communications habits and off-site activities that are
necessary to effectively network within the company.
In addition, the employee could be assigned a social network based on the social
maps of peers and comparable employees within the organization. This map could
include recommended contacts, online teams and frequently used documentation to
give an immediate head start rather than go through a weeks or months-long
discovery process.
-5-
In essence, the network can come to the employee. This knowledge and network
building could improve their retention rate in key roles by setting new employees up
for success based on best practices that have been developed throughout the life of a
social network or collaboration platform.
RECRUITMENT
Finding great talent is hard. Only 10-30% of potential candidates are actively looking for
jobs. How do you tap into the other 90-70%? Meet them where they are: social channels.
Promoting company culture via social technology generates demand. But its more than just a
stellar recruitment website. With outlets like Twitter, Facebook, Interest, and LinkedIn, there
are a lot of great ways to engage job seekers.
Social Media for Recruitment
[A] Brand Promotion and Positioning
[b] Job Advertising
[c] Candidate Research and Review
[d] Headhunting
89% of Companies will use Social Media for recruiting in 2013, Up 6% from 2010.
1 of 3 employers rejected candidates based on something they found about them
online
14.4 Million people have used social media to find a job in 2013
24% Managers found good candidates from social media profile
65% Companies that have successfully used Social Media
55% Companies that plan to invest more in social media recruiting in 2013
Simply tweeting out a link to a job posting will get you visibility and viable
candidates. But to really reach your target audience - Join the conversations
Learn what is important to the targeted community
-6-
Recruit via LinkedIn
Recruiters are posting positions on social media sites like LinkedIn Groups (free) or
LinkedIn Talent Advantage.
Join LinkedIn Groups that focus on people with
Professionals
Job Opportunities for Individuals
Recruit via Facebook
Place positions for free in the Facebook Marketplace
Ad will require location, job category, subcategories, title, description and allow post
an image.
Use your Facebook Page as a recruiting tool.
You can also post job openings for your fans to see
Facebook Ad
This is a pay per click (how many people clicked on your ad) OR pay per impression
(how many people potentially saw your ad)
Recruit via Twitter
Twitter can be powerful for smaller companies or a recruiter who wants to get an
edge.
Only 140 characters but you can tweet short messages with a URL
Increase your network by including hash tags like #accessibility, #inclusion,
#employment, #job post, #career, #staffing, #hiring
You can also engage with candidates and follow the topics the tweet about with
messages like:
Stop by our job fair or career expo
Check out more positions at www.company.com

-7-
RETENTION
Now that youve found employees that rock, youll want to keep them around. The truth is,
employee turnover isnt just costly, it also dampens employee morale, cuts into productivity,
and puts stress on customer relationships. Nowadays, employees actively rely on social media
for communication. A companys first instinct is to push against this: blocking Facebook,
limiting personal devices, etc. However, having an open and transparent social
communication policy at all organizational level can improve employee attitude, boost
performance and instil positive company culture.
IMPROVED EFFICIENCY
Once employees are recruited and happily integrated, its time to shift focus to efficiency and
consistency. In service industries, specifically, miscommunication is a problem. Carefully
crafted corporate campaigns and initiatives can easily get lost in translation. Well executed
social media platforms allow for company messaging and processes to be easily
communicated. Social technology allows for staff collaboration, internal problem solving,
and social interaction in a way that boosts morale and improves company culture.
JOB SEEKING @ SOCIAL MEDIA
Jobsonica.com is a job-search and career social networking start-up for job seekers, HR
Managers, Recruiters, hiring companies and career professionals. It's for jobs, jobs, jobs!
Focused primarily, though non-exclusively, on job search, career resources, personal
connections and other value-added tools related to employment.
Great for Job seekers:
* Know the latest employment and job-market news
* Get instant job alerts via Web, Phone, SMS and IM
* Invite friends and contacts from Gmail, Facebook, and Twitter plus over 80 social networks
* Connect with HR managers, recruiters and other job seekers
* Send and share files (resumes, cover letters, CV's)
-8-
Invaluable for Companies and Recruiters:
* Find candidates for open positions and future opportunities
* Interview job seekers in real-time
* Create, administer or moderate career coaching / recruiting groups
* Tag users, groups and notices with custom hash tags
* Share your workplace knowledge, job links and career resources
* Promote your business, books and skills
Simple meanings of recruitment:
Recruitment is the process of discovering competent employee out of available candidates in
the market who are suitable to job and according to organisation requirements.
Recruitment is the process of attracting prospective employees and stimulating them for
applying job in an organization.
Recruiting refers to the process of attracting potential job applicants from the available labor
force. Every organization must be able to attract a sufficient number of the job candidates
who have the abilities and aptitudes needed to help the organization to achieve its objectives.
An effective employee selection procedure is limited by the effectiveness of recruiting
process. Outstanding job candidates cannot be selected if they are not included in the
applicant pool.
The recruitment process also interacts with other personnel functions, especially performance
evaluation compensation training and development and employee relations. Recruiting is
typically a human resource fun
-9-
RECRUITMENT PROCEDURE:
Before going to recruitment, careful study is needed about jobs which are to be kept under
recruitment. Careful study is nothing but doing Job analysis which is otherwise called as
collection of every information about the job so as to figure out exact candidate needed to
perform said job.
HR manager needs careful attention and should be diligent while going for recruitment of
human resource, since it grabs attention of prospective employees at large. However it is not
so easy to find out skilled people. Hence various tests in selection process helps to identify
potential candidate needed for an organisation. Coming to procedure for recruitment, it
depends on nature and size of organisation. But concept of recruitment is one and same.
Recruitment does in various modes which are basically categorised into two out of that first
one is internal recruitment and external recruitment, which are elaborately explained in
detailed below. Whatever the mode of recruitment preferred by an organisation, it should be
clear in what an organisation needs and easily understandable by prospective employees at
large so as to avoid frivolous and unsolicited applications which will consume lot of time for
an organisation to identify them. Hence organisation should be clear and thoroughly check
before posting recruitment.
Basic contents of Recruitment notification
1. It contains brief about an organisation which is recruiting.
2. Contains number of posts/jobs lying vacant in an organisation.
3. Contains number of jobs in reserved category. (Especially in government organisation
jobs are allotted to reserved category).
4. Contains information about gender needed for the jobs. (For example: Male or
female)
- 10 -
5. Contains information about educational qualification needed to qualify for applying to
job.
6. Contains information about work experience needed. (points from 2 to 6 are nothing
but called as Job specifications, it is a statement that describes about specifications
needed by a candidate to have qualified for a applying said job)
7. It contains most important information that is, Job description, which is the statement
of information about duties and responsibilities of the job.
8. Contains information about salary particulars, employee benefits and other allowances
to be provided.
9. Selection tests which must be passed by candidates so as to have job.
10. Terms and conditions if any.
- 11 -
India
According to the Indian Constitution, Article 15(1) prevents the state from discriminating
against a citizen based on religion, race, caste, sex, descent, place of birth, or residence,
[Article 16] Equality of opportunity in matters of public employment. Article 16(1) There
shall be equality of opportunity for all citizens in matters relating to employment or
appointment to any office under the State. Article 16(2) states that no discrimination on these
grounds can be shown by the state in government recruitment. Article 16(4) allows the state
to make provisions for reservation in appointments or posts in favour of any backward classes
which is not adequately represented in government services.
In planning recruiting activities, an organization needs to know how many applicants must be
recruited. Since some applicants may not be satisfactory an others may not accept the job
offers, and organization must recruit more applicants than it expects to hire. Now we will
discuss the different sources of recruitment that are available to organization:
Recruiting Advantages Disadvantages

Source
Morale of promote Inbreeding
Better assessment of Possible morale problems
Internal abilities of those not promoted
Recruitment Lower cost for some jobs "Political" infighting for
Motivator for good promotions
performance Need for management-
Causes a succession of development program
promotions
Have to hire only at entry
level
New "blood" brings new May not select someone

perspectives who will "fit" the job or
External Cheaper and faster than organization
Recruitment training professionals May cause morale
No group of political problems for internal
supporters in organization candidates not selected
already Longer "adjustment" or
May bring new industry orientation time
insights
- 12 -
INTERNAL RECRUITMENT SOURCES
1. Promotion and Transfer
Many organizations choose to fill vacancies through promotions or transfers from within
whenever possible. Although most often successful, promotions from within have some
drawbacks as well. The persons performance on one job may not be a good predictor of
performance on another, because different skills may be required on the new job. For
example, not every good worker makes a good supervisor. In most supervisory jobs, an
ability to accomplish the work through others requires skills in influencing and dealing with
people that may not have been a factor in nonsupervisory jobs.
It is clear that people in organizations with fewer levels may have less frequent chances for
promotion. Also, in most organizations, promotions may not be an effective way to speed the
movement of protected-class individuals up through the organization if that is an
organizational concern.
2. Job posting
An organization can also use the policy of job posting as a internal recruitment source. In the
job posting system the organization notifies its present employees about job openings through
the use of bulletin boards, company publications, or personal letters. The purpose of the job
posting is to communicate that the job opening exists. An effective job posting system
involves the following guidelines:
Job posting should be prominent. Clear job specification should be communicated so that
applicants assess themselves either they are eligible to apply or not. Once the decision is
made, all applicants should be informed about the decision. Job posting systems generally
work quite well.
- 13 -
3. Contacts and Employee Referrals
At least 65% recruiters in India use employee referral programmes to get quality
talent: Survey ET Bureau | 20 Oct 2015
At least 65 per cent of recruiters are using their employee referral programmes to get talent
people in India, according to a recruitment trends survey conducted by LinkedIn, shared with
Economic Times. The India Recruiting Trends 2016 study was conducted among 298 Indian
recruiters or talent acquisition decision makers who work in a corporate HR department and
have some authority in their company's recruitment solutions budget. These individuals focus
exclusively on recruiting, manage a recruiting team, or are HR generalists.
Indian recruiters were also the most confident about measuring the quality of their hires (54
per cent) as opposed to recruiters in markets like China (20 per cent) and Australia (19 per
cent). Nearly 39 per cent agreed that quality of hire was the most valuable performance
metric, 55 per cent said employee referral programmes were the top source of quality hires,
37 per cent either shared or contributed to employer branding with other functions, and 36 per
cent said employee retention was top priority.
4. Recruiting Former Employees and Applicants
Former employees and former applicants are also good internal sources for recruitment. In
both cases, there is a time-saving advantage, because something is already known about the
potential employee.
- 14 -
FORMER EMPLOYEES
Former employees are considered an internal source in the sense that they have ties to the
company. Some retired employees may be willing to come back to work on a part-time basis
or may recommend someone who would be interested in working for the company.
Sometimes people who have left the company to raise a family or complete a college
education are willing to come back to work after accomplishing those personal goals.
Individuals who left for other jobs might be willing to return for a higher rate of pay. Job
sharing and flexitime programs may be useful in luring back retirees or others who previously
worked for the organization. The main advantage in hiring former employees is that their
performance is known.
Some managers are not willing to take back a former employee. However, these managers
may change their attitudes toward high-performing former employees as the employment
market becomes more competitive. In any case, the decision should depend on the reasons the
employee left in the first place. If there were problems with the supervisor or company, it is
unlikely that matters have improved in the employees absence. Concerns that employers
have in rehiring former employees include vindictiveness or fear of morale problems among
those who stayed.
FORMER APPLICANTS AND PREVIOUS WALK-INS
Another potential source of applicants can be found in the organizational files. Although not
entirely an internal source, those who have previously applied for jobs can be recon acted by
mail, a quick and inexpensive way to fill an unexpected opening.
Applicants who have just walked in and applied may be considered also. These previous
walk-ins are likely to be more suitable for filling unskilled and semiskilled jobs, but some
professional openings can be filled by turning to such applications. One firm that needed two
cost accountants immediately contacted qualified previous applicants and was able to hire
two individuals who were disenchanted with their current jobs at other companies.
- 15 -
EXTERNAL RECRUITMENT SOURCES
A broad variety of methods are available for external recruiting. An organization should are
fully assess the kinds of positions it wants to fill and select the recruiting methods that are
likely to reduce the best results.
There are some employee needs that a firm must fill through external recruitment. Among
them are: filling entry-level jobs, acquiring skills not possessed by current employees, and
obtaining employees with different backgrounds to provide new ideas.
1. College Recruiting
At the college or university level, the recruitment of graduating students is a large-scale
operation for many organizations. Most colleges and universities maintain placement offices
in which employers and applicants can meet. However, college recruiting presents some
interesting and unique problems. The major determinants affecting an employers selection of
colleges at which to conduct interviews are:
Current position requirements
Experiences with placement offices and previous graduates
Organizational budget constraints
Cost of available talent (typical salaries)
Market competition
College reputation
- 16 -
2. Competitors and other Firms
Competitors and other firms in the industry or geographic area may be the most important source of
recruits for positions in which recent experience is highly desired.
3. Employment Agencies
Every state in any country like every state in the United States has its own state-sponsored
employment agency. These agencies operate branch offices in many cities throughout the
state and do not charge fees to applicants or employers.
4. Labour Unions
Labour unions are a source of certain types of workers. In some industries, such as
construction, unions have traditionally supplied workers to employers. A labour pool is
generally available through a union, and workers can be dispatched to particular jobs to meet
the needs of the employers.
In some instances, the union can control or influence recruiting and staffing needs. An
organization with a strong union may have less flexibility than a non union company in
deciding who will be hired and where that person will be placed. Unions also can work to an
employers advantage through cooperative staffing programs, as they do in the building and
printing industries.
5. Executive Search Firms
Executive search (informally headhunting) is the process of recruiting individuals to fill
senior executive positions in organizations especially like chief executive officers or
managing directors. Executive search may be performed by an organization's board of
directors, or by an outside executive search firm hired by the organization.
- 17 -
6. Competitions at campus
Many companies are now realising interviews alone are not enough to gauge candidates.
Competitions at campus by companies have become a good source today to identify best
talented candidate. Many companies like Philips, Godrej, and HCL Technologies are
conducting Competitions for business management students to identify best talent and who
exactly fits to their organisation. Philips Company has launched Blueprint" Case study
competition that asks students to identify growth areas for the company and propose business
plan. Godrej industries had launched a competition called "LOUD" (Live out your dream
event) for business school students to make presentation about their dream projects and
present a case for why the company should fund it. Through this competition Godrej senior
managers picked seven winners. this company is also conducting campus recruitment based
on case studies are anxious to solve and to show their analytical ability. HCL Technologies
had launched a contest that asks business schools for suggestions on running tomorrow's
enterprise or driving change through Management innovations.
7. Internet Recruiting
[Using the Internet for job-hunting reduces time spent unemployed by an average of 25%.]
Organizations first started using computers as a recruiting tool by advertising jobs on a
bulletin board service from which prospective applicants would contact the company. Then
some companies began to take e-mail applications. Now some employers are not only posting
jobs and accepting resumes and cover letters on-line but also are conducting employment
interviews on-line. Advantages for such Internet recruiting by employers include:
Reaching more applicants
Having lower costs and faster response time frames
Tapping an applicant pool conversant with the Net
- 18 -
8. Media Sources
Media sources such as newspapers, magazines, television, radio, and billboards are widely
used. Almost all newspapers carry Help Wanted sections, and so do many magazines. For
example, The Wall Street Journal is a major source used to recruit managerial and
professional employees nationally or regionally. Whatever medium is used, it should be tied
to the relevant labour market and provide sufficient information on the company and the job.
Newspapers are convenient because there is a short lead time for placing an ad, usually two
or three days at most. For positions that must be filled quickly, newspapers may be a good
source. However, there can be a great deal of wasted circulation with newspaper
advertising because most newspapers do not aim to reach any specialized employee markets.
Some applicants are only marginally suitable, primarily because employers who compose the
ads do not describe the jobs and the necessary qualifications very well. Many employers have
found that it is not cost efficient to schedule newspaper ads on days other than Sunday, the
only day many job seekers read them.
Recruitment Process
The recruitment process begins when you know you need someone new in the Department,
either because an existing staff member has left, or because there is new work to be done. It
doesn't finish until after the appointment has been made.
- 19 -
Use and effectiveness of various recruitment strategies
Percent Using Average

Advertisements
Practice Effectiveness"
Internet (e.g.. bulletin or job boards) 90 2.59
Local newspapers 64 1.77
Trade publications and magazines 51 1.81
National newspapers 29 1.48
Direct mail 25 1.73
TV or radio 21 1.60
Movie screens 7 1.22
Agencies or Services
Employment agencies 60 2.03
Temp agencies 52 1.96
Government employment services 28 1.47
School/College Community
Job fairs 66 1.83
College recruiting 59 2.16
School-to-work partnerships 42 2.08
/'internships
Targeted minority recruiting (e.g.,
NAACP,
minority colleges organizations) 40 1.74
Partnerships with community 35 1.79
organizations
Military recruiting 23 1.76
Retiree job banks 12 1.52
Professional Associations
Professional organizations 60 2.05
Professional conferences 52 1.97
Internal Resources
Employee referrals 90 2.57
Company's web site 38 2.26
Internal iob postings 78 2.23
Walk-ins. unsolicited resumes 67 1.48
Toll-free number 33 1.58
Other 10 2.58
Note: 1 = Not Effective; 2 = Moderately Effective; 3 = Very Effective
- 20 -
Online Recruitment Meaning:
Online recruitment uses the power of the internet to match people to jobs.
Fundamentally, it is about advertising vacancies on either job sites or corporate
websites. At this very basic level it is particularly effective at getting a high level of
response. While it may generate hundreds more applications than traditional print
advertising, simply attracting more candidates is only part of the job. The current view
is that truly effective online recruitment could be as low as 10% of the top blue-chip
corporate companies.
The real strength and power of online recruitment, when done properly, lie in
harnessing internet technology to not just attract candidates but to deal with them too.
In this sense it is also about streamlining the recruitment process so busy HR
departments can give a better recruitment service to their colleagues in finance,
marketing, sales and manufacturing. In addition, it frees up more of their time for more
value-added tasks.
A specialist software provider such as HR Portal can develop bespoke application
programmes for recruiters that will save time, effort and money. They can automate the
pre-selection process by setting 'killer questions' (which only the top candidates will
answer correctly), profiling and scoring, psychometric tests and automatic CV scans to
look for key words such as qualifications and experience.
- 21 -
What are the benefits of online recruitment over traditional recruitment?
There are many benefits to be had by recruiting online - here are a few:
1. Wide geographical reach advertising online opens up a much wider candidate pool than
advertising in print. This gives you a much better chance of finding the right candidate for
the job. Note, however, this is only a benefit if sifting, sorting and grading tools are
applied to the applications coming in. Otherwise, you'll have hundreds to go through
manually which becomes a liability. As we said, the advertising is only part of the
effective online recruitment.
2. Speed Jobs posted online goes live in literally minutes and candidates can and do
respond immediately. HR Portal has a great statistic from one of its clients HFC Bank:
from the vacancy appearing online to the candidate appearing in the interview room took
just three hours. While this was an exception, it proves it can be done. For companies
needing to recruit staff quickly to handle extra work, cover sickness, leave or other staff
shortages, the option to advertise, select and appoint people within (typically) 48 hours is a
huge bonus.
3. Lower Cost this may surprise you but technology in online recruitment is not expensive.
By saving on time, design and print costs and targeting precisely the best sites for the best
candidates, online recruitment is a very cost-effective option. Not only that, but the hours
saved through automating the pre-selection process represent a considerable cost cut in
terms of HR time needed to get candidates to the interview stage. Suddenly, HR staff has
time to do more productive things.
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4. Automating the Process The pre-selection process can be tailored to individual companies'
needs. This way, you can sift and sort candidates who meet your exact needs. Not only
does this save time (and cost) it also results in a better quality of candidate reaching the
interview stage having already established they meet certain key criteria. Automating the
application process also gives a level playing field to all candidates whether they come
directly to your companys site, via a recruitment consultant or in response to a print
advertisement. For many larger organizations, achieving consistency of handling
candidates across many branches or regional offices can be a problem: online recruitment
solves it.
- 23 -
CHAPTER-2
FUNCTIONAL ANALYSIS
REVIEW OF
LITERATURE
- 24 -
2.1 REVIEW OF LITERATURE
What is Social Media Recruitment?
As a recruiter needs the most talented, qualified and largest applicant pool, leveraging on the
SMW to tap potential talent is called Social Media Recruitment. HR managers and recruiters
these days click on the web and open a page on Face book or Twitter not to update their
friends or chat with the know circle, but to search for a talent pool to match their companys
requirements. SMR is becoming a major source for recruitment and a buzzword in the
corporate world. Increasingly, companies are taking to the social media arena to get the right
and viable candidates for positions at various levels. In just a few years, newspapers
advertisements shall almost be replaced by online job boards. Now, active recruiting at job
fairs has met its competitions in the social media. This new system of finding, screening, and
recruiting employees has unbelievable power to advance goals at a value price. If people
think that youngsters these days are surfing social networking sites for entertainment, they
may be wrong. On the contrary, they may be genuinely exploring the new job opportunities
on such websites. Besides personal association with friends and relatives, websites such as
Face book, LinkedIn and Twitter are promising as effective job search tools for Indian job
seekers. They use these sites not just to check on job openings, but also to understand the
prospective organisation work culture, system, founder, objectives, policies and activities, so
that they know the company when they attend interviews. Strategies and tactics, but instead
should supplement the solid recruiting practices companies already have in place.
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LinkedIn
On LinkedIns most basic level, companies can search for talent and establish relationships
with potential candidates for free. To get started, a firm must simply create a profile for its
business on the Web site. Companies may go a step further, though, and purchase a business
account for bonus features like posting jobs; sending private messages directly to any
LinkedIn user regarding career opportunities; saving and managing profiles of prospects; and
asking for introductions to people inside target companies. It also offers an exclusive
corporate recruiting package with additional custom options and account management.
Further, the company offers webinars on how to better leverage LinkedIn to acquire talent on
its Web site. LinkedIn discussion groups specific to real estate management or a position that
needs to be filled is one effective way to scout potential candidates. Posting jobs on Linkedln
necessitates clear and accurate job descriptions, said Darin Hartley, director of client
management at Intrepid Learning Solutions in Seattle, and author of 10 Steps to Successful
Social Networking for Business. He said hiring managers wanting successful results must
truly understand the desired qualifications for a position before posting a job. "The beauty of
LinkedIn is there are more than [75] million users; the detriment of LinkedIn is there are
more than [75] million users," Hartley said. "Your net could be so broad; you could wind up
with 5,000 candidates. Be very clear what you're looking for."
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Facebook
While Facebook might seemingly have a reputation as a site where long lost friends connect,
businesses are using it for recruiting purposes, particularly to promote their employment
brand and excite people about possibly working at their companies. Facebook offers a variety
of mediums for companies to communicate their message and corporate culturefrom
simple text and mini blogs, to photos, and video and audio clips, to polls and surveys.
Facebook is optimal for engaging people. Aside from promoting corporate culture,
companies are also posting jobs on their Facebook pages, or at least linking users back to
their corporate Web site for career opportunities and applications. A fairly high conversion
rate exists from expressions of interest in a position posted on Facebook, to clicking on the
job, to filling out an application, to moving into an interview. To be effective, though. Hartley
said companies need to actively attract "friends" by keeping their content fresh and engaging.
Facebook offers advice on building a presence on the site on the "resources" section of its
"about" page. "Facebook is the largest social media site in the world. If candidates are
'friends,' then we have access to the largest pool of candidates possible."
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Twitter
Twitter might be overrun with celebrities' and prominent individuals' 140-cbaracter-long
thoughts and musings, but businesses are using it in a variety of ways, including recruiting
talent. Many companies simply post open jobs to their Twitter account with a compressed
URL for the corporate Web site, which followers can link to for more information.
Businesses may also search for talent on Twitter, just not to the level they can on LinkedIn,
Hartley said. Still, companies are able to identify candidates by querying for competencies,
companies, activities or key words; as well as sending direct messages to potential
candidates. Twitter offers a special guide called Twitter 101 for businesses on bow to use the
site to their advantage, along with best practices and case studies. The information is
available on the Twitter Web site. Determining Twitter's effectiveness might be difficult,
however. Despite today's more than 100 million registered users, a study released in January
from RJMetrics indicated about 10 to 15 million accounts is actually active at the time of
study. Twitter had 75 million registered users25 percent of which had no followers; and
upward of 40 percent had one to five followers. Hartley said companies who use Twitter must
actively tweet to earn traction: Occasional random posts simply won't have an impact, be
said. "I recommend active communication, especially during the job posting process," he
said. "You have to respond. Otherwise, it doesn't set the company up for success."
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SOCIAL MEDIA: CREATING RICHER RELATIONSHIPS IN THE WORKPLACE
Perhaps social media's problem in the workplace is its name. Somehow 'social' sounds
frivolous (a la 'I'll have a chardonnay to be social') or dangerous (e.g., 'be careful of social
diseases!'). Let me first rebrand and redefine social media for the workplace. Then, I'll come
back and defend why 'being social' is key to developing an engaged workforce and why that's
all business. Let's think of social media differently. Call it Utility Media digital workforce
platforms to drive engagement. Here are three ways you can make it useful:
1. Recruitment Relationship Marketing A common practice for some companies is to blast
mass reaching approaches to 'fish in the ocean' for talent when needs arise. Utility Media like
face book, LinkedIn or Plax allow companies and recruiters to cultivate relationships with
potential hires over time. These deeper relationships before hiring logically lead to more of
the right people coming onboard. These platforms allow companies to manage relationships
with whole segments of your candidate pool (think of it as group intimacy) as one might have
had in the days of rolodexes and phone calls with individuals (kind of like the executive
search world today). Remember, though, if you want to build a relationship it has to be two-
way: You'll need to give to get. To earn these folks' attention you'll need (technology-led)
listening skills and a content-creation machine to attract their attention, encourage
connectivity and build a vital relationship. More like dating and less like fishing.
2. Enterprise learning every company with which I've worked since the 1980s has talked
about sharing best practices. Now we have sharing technologies, and yet we still are reluctant
to use them. Ironically, one popular use of technology in learning is recreating a classroom
experience on the PC. I have very few fond memories of classroom learning. So the thought
of trying to recreate an imperfect setting seems crazy. Rich experiences like online gaming
- 29 -
should be the success criteria for formal training, while mobile applications should be
explored for quick fix Q&A. Leveraging social media is not about cut-and-paste sharing, but
rather dynamic and SOCIAL learning, people to- people, enabled and enhanced by
technology.
3. Employee Engagement we like to say that in every company there is a string of
connectedness between the CEO and every employee. And in strong companies that string is
very short. When employees know the business purpose, why the goals are important and
their vital role in making them happen, employees are well on their way to higher
engagement. Getting people to participate in the company's communications through online
techniques like story-telling chat and video sharing allows them to both understand and OWN
the company's aspirations. From there, engagement soars and businesses more profitably
achieve outcomes. This shortens AND strengthens the string. Okay, so why is 'social'
important.' TNS Employee Insights, the global engagement study powerhouse inside research
giant TNS, tells me that relationships with co-workers are an essential element to the kind of
productivity- driving engagement smart companies aim toward. TNS's studies (numbering in
the millions of employee surveys per year) have shown that in the hierarchy of employee
needs, collaboration and other relationship measures rank just after the basics around job
satisfaction and relationship with manager/boss. Employees connecting with co-workers
using social media are a huge boon to richer relationships in the workplace. Bringing a new
aspect to communications opens new possibilities for building trust, loyalty, sharing ideas
and developing a stronger culture. Last, ask yourself, do you want social people in your
company? I walked by the employee entrance to the W Hotel on Lexington Avenue yesterday
and there was an awning over the entrance (I assure you it is not the norm in NYC to have an
awning to protect employees from the elements.) Printed in bold white letters on the chic
black awning was: Stage Door. Being social is a prerequisite at the W and they want
- 30 -
employees to turn it on the moment they walk in the door. Quashing social media within their
employee base, rather than embracing it, would be like stopping politicians from kissing
babies it's unnatural. Who knows, if you need social employees maybe your company should
have a prerequisite for the number of Facebook friends for new hires.
Findings:
What we found with our social media recruitment piece is that our recruiters get to engage
themselves in the communities that they support, says Josephine Quercia, manager of Talent
Systems and Programs, Corporate HR at TD. They are able to connect with groups that they
may not have connected with before. In addition to promotional videos on its Careers web
page, TD puts its recruiters in the limelight by featuring them on a LinkedIn page which now
boasts more than 36,000 followers. Its a great way of putting a face on who our recruiters
are, and a face to the bank, says Queried, so that potential candidates can really feel that
connection and get a good sense of what TD stands for.
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COMMON MISTAKES COMPANIES MAKE USING SOCIAL MEDIA TOOLS IN
RECRUITING EFFORTS
While simply jumping into the social media space is relatively easy, it is not the panacea
many hiring managers may think. The most successful hiring strategies depend on a
combination of resources that include both high-tech and high-touch approaches.
Even in a job market with a large pool of available accounting and finance professionals,
finding individuals with the right set of skills can still be difficult. As companies that cut too
deeply in the early months of the recession recognize they can no longer hold off on refilling
key positions, some hiring managers are moving ahead, but they are also looking for ways to
make their recruiting efforts as efficient as possible. For some, this includes considering how
engaging in online networking communities might fit into their overall strategy for attracting
skilled candidates. As more people use social media, some businesses are interested in
incorporating tools such as Facebook and LinkedIn into their recruiting strategy. Although
these tools can help hiring managers expand their reach, there are pitfalls to avoid.
1. Thinking its risk-free to navigate open territory : Job candidates are inviting employers
to view their profiles on both mainstream social networking sites (such as Facebook and
MySpace) and more professionally-oriented social networks (such as LinkedIn and Xing),
hoping the information will help hiring managers see a more complete view of the real
person beyond the cover letter and resum. However, this level of openness can be dicey
territory for employers. Candidates have sued companies because they believe they were
rejected for a job based on content posted on their personal profile on a social networking site
or elsewhere online. Still, many employers use these profiles to screen candidates, and the
information they find can influence their decision making. In a recent survey of 2,600 hiring
managers in the United States by online jobsite CareerBuilder, 45 per cent of respondents
said they had searched for applicants on social networking sites. Of that group, 35 per cent
- 32 -
said they decided not to hire a candidate based on information found with those searches.
Your human resources group and your legal department can provide insight on navigating
potential quagmires while using social media tools and applications during the hiring process.
They can also establish clear guidelines to help interact with candidates online.
2. Thinking online recruiting can replace traditional interpersonal interaction: This is one of
the biggest mistakes of all. Too many companies that decide to use social media profiles
mistakenly see it as a cure all for their recruitment process. Social media efforts should
augment, not replace, traditional one-on-one contact, which includes outreach to potential
candidates through in-person networking events, as well as relationships built with reputable
recruiters. And there is ample reason why. The quality of a candidates interpersonal skills
are increasingly important to businesses even in noncustomer- facing positions such as
many accounting and finance jobs, since teamwork and the need to offer advice within the
company has risen in importance. As a result, hiring managers need to understand how
individuals will mesh with the organization and its corporate culture. These arent attributes
an employer can accurately evaluate on a Facebook or LinkedIn page.
3. Not targeting the right online communities: Some firms take a general approach, failing to
acquaint themselves with many of the online industry-specific networking communities
designed for business professionals. These sites may serve as more direct channels to
qualified candidates than some of the more heavily populated, general social networking
sites. Not all communities are open for anyone to join; however, you may need an invitation
or meet certain requirements for acceptance. Be sure to research how your competitors are
using social media and what communities they engage in to connect with candidates.
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4. Stepping on toes: Some employers who decide to represent their organization on a social
networking site fail to understand and heed the communitys etiquette, even though most sites
have written policies for user behaviour. You can easily turn off other members by being
overt with your recruiting efforts or overselling the merits of your company. You risk
damaging your companys reputation by pressing your agenda and not respecting the
communitys rules.
5. Being quick to judge: Managers who judge potential hires too harshly based on what they
find about them online run the risk of unintentionally eliminating superb candidates. They
forget that social networking profiles are not resums. You wouldnt hire someone based
solely on the fine prose of a well-written cover letter, so dont reject a candidate just because
you raised an eyebrow at the content posted on his or her profile. Some professionals invest
time separating and maintaining both personal and professional online profiles, but many
more do not. Gen-Y candidates, for example, who are particularly active in the social media
space, are typically comfortable with having their personal and professional lives overlap on
the Internet. Hiring managers need to be aware that Gen-Yers may share personal information
about themselves online more freely than other professionals.
6. Not recognizing the time commitment: Social networking sites are communities, which
means it can take months to build relationships with users especially if you are a business.
Managers who go in without considering the potential time commitment involved in forming
useful relationships using Facebook and other social media will meet with an unpleasant
reality. While simply jumping into the social media space is relatively easy, it is not the
panacea many hiring managers may think. The most successful hiring strategies depend on a
combination of resources that include both high-tech and high-touch approaches.
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2.2 SOCIAL MEDIA RECRUITMENT TRENDS IN INDIA
Interestingly, Social Media as a channel for recruitment is still in its nascent stage. There is
no limit to how we can use it. Unquestionable, Social Media has a good potential in
recruitment the right candidates for companies, however, they must be on guard and take
appropriate measures in case of adverse situations. HR firm, Kelly Services says, more than
one-in-five job aspirants in India access social networking sites to hunt for the right job.
Another hiring major Ma Foe Ramstad states that about 87% if Indian Employees use social
media to find information about an organizations work culture. According to global
workforce solutions leader, Kelly services latest survey with social networking having caught
on in a big way, going through classifieds, meeting prospective employers over lunch, calling
companies and getting connected to the HR department are all routines that seem pass.
Using bump on your Smartphone to exchange professional details, tweeting or posting on
your Facebook walls are the new ways to hire or get hired. More than one in five job
aspirants surveyed in India accesses social networking sites to hunt for the right job.
And interestingly, employees in the income brackets of Rs. 2 to 5 lakh p.a. and Rs. 5 to 10
lakh p.a. are seen the top users of these sites. Social Media has become a potential tool for
both employer and employees and as low cost high return options. Social networking has
completely revolutionized the way people look out for work and scout for information about
the work culture of an organization. However, there is also anxiety among many of these
folks about their potential career fallout from personal content on these sites. While social
media is active as an employment tool, the rampant postings on these sites can equally be
disastrous for careers.
Up to 2% of hiring takes place using social networking platforms but this figure will jump
to 10-20% in few years, MBA driven industries such as marketing and finance have latched
on to social networking for recruitment but the picture is set to change as more industries join
in.
- 35 -
The opportunities are there for you to explore and it goes both ways for the employer and
employee. Mr. Harsh Natekar, who got his big break in an IT firm through Facebook says, I
prefer using social networking to posting my CV on a zillion of job sites and getting job
alerts, I didnt even apply for a leading IT company messaged him on Facebook to forward
his CV and there was no looking back. Previously he gave first preference to traditional
hiring methods, like applying through job sites and newspaper classifieds, but after securing a
job via Facebook he does recommend it to others. Likewise you just have to be tactful how
you proceed after you have got a response. Despite the fact that most of the companies
choose social media for searching talent pool, industries such as Manufacturing, Oil and Gas
prefer traditional Recruitment methods because they need people with customized skill sets.
For jobs in the realm of media, technology, writing, producing and the like, the talent pool is
online. Though traditional ways of hiring will exits for a long time to come, third party
recruiter are hoping onto the social networking bandwagon to get the best of talent their
exists.
Social networking soon will be an indispensable part of hiring process. It is cheap, does not
require setting up of an office, saves on finances and is prompt and efficient. Many start-ups
are using social networking tools to hire. For them, money is dear and going viral online with
job vacancies helps them utilize the finance in building the company. More than anything
else this Quick and easy method of recruitment as its own dedicated following the
traditional way of hiring alarmingly boring and slow. Many a time, you apply for a job online
only to discover that the position is no longer available. On social networks things work in
real time, you know what you have applied for and are also aware that you will get a response
within a couple of days, in some cases in a few hours.
- 36 -
Considering SMR as a Replacement for Traditional Recruitment
Many companies think rather perceive that SMR is a total solution to recruit the candidates,
to be precise they feel it will help to replace the traditional recruitment process. However,
SMR efforts should supplement, not replace the traditional interpersonal interaction because
the candidates interpersonal skills are increasingly important for businesses, even in
positions such as Accounting & Finance. So, HR managers should understand the role of
interpersonal interaction in the traditional recruitment to assess how individuals will fit with
the organisation and its corporate culture. These are not attributes a recruiter can exactly
estimate on Facebook or LinkedIn page.
- 37 -
2.3FUNCTION ANALYSIS OF THE COMPANY
2.3.1SWOT ANALYSIS
Itan acronym for strengths, weaknesses, opportunities, and threatsand is a structured
planning method that evaluates those four elements of a project or business venture. A
SWOT analysis can be carried out for a company, product, place, industry, or person. It
involves specifying the objective of the business venture or project and identifying the
internal and external factors that are favourable and unfavourable to achieve that objective.
Strengths: characteristics of the business or project that give it an advantage over
others.
Weaknesses: characteristics that place the business or project at a disadvantage
relative to others.
Opportunities: elements that the business or project could exploit to its advantage.
Threats: elements in the environment that could cause trouble for the business or
project.
SWOT analysis aims to identify the key internal and external factors seen as important to
achieving an objective. SWOT analysis groups key pieces of information into two main
categories:
1. internal factors the strengths and weaknesses internal to the organization
2. external factors the opportunities and threats presented by the environment
external to the organization
- 38 -
Analysis may view the internal factors as strengths or as weaknesses depending upon their
effect on the organization's objectives. What may represent strengths with respect to one
objective may be weaknesses (distractions, competition) for another objective. The factors
may include all of the 4Ps; as well as personnel, finance, manufacturing capabilities, and so
on.
The external factors may include macroeconomic matters, technological change, legislation,
and socio cultural changes, as well as changes in the marketplace or in competitive position.
The results are often presented in the form of a matrix.
SWOT analysis is just one method of categorization and has its own weaknesses. For
example, it may tend to persuade its users to compile lists rather than to think about actual
important factors in achieving objectives. It also presents the resulting lists uncritically and
without clear prioritization so that, for example, weak opportunities may appear to balance
strong threats.
It is prudent not to eliminate any candidate SWOT entry too quickly. The importance of
individual SWOTs will be revealed by the value of the strategies they generate. A SWOT
item that produces valuable strategies is important. A SWOT item that generates no strategies
is not important.
- 39 -
2.4 SWOT ANALYSIS OF SOCIAL MEDIA
2.4.1 STRENTHS
In the strength section, you will add strengths of the social media campaign or
strategy. There is no correct or wrong answer for this. The following are some of the
most common Strengths of a social media campaigns and strategies:
Having enough campaign funds
Having formal-looking social media brand pages
Large and highly engaged fan base or followers who are focused
Presence on leading social media networks related to your industry. This is the
platform your target audience spends a lot of their time on
Providing contagious and compelling content
High volume and velocity of conversations, comments, likes and shares on the main
sites.
2.4.2WEAKNESS
After that, make a list of all the limitations of your campaigns. If you are just starting your
first SMM campaign, the list will be long. However, it will become shorter with time as you
will gain experience. Your focus should be to convert the weaknesses to strengths. Some
examples of typical weaknesses are:
Having very few followers
Inactivity on social media sites
Not enough advertising funds
No or fewer comments from viewers
Getting too many negative comments
Reduced fan engagement
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2.4.3 OPPORTUNITES
As a social media manager or marketer, your task is to always look for new opportunities.
Your aim is growth. Be creative and adventurous. Find new ways of expanding your social
media presence. One way to do this is by creating uncontested market space. Some examples
of opportunities are:
Having no or few competitors
Having influential people as page fans
Forming partnership with influential social media personalities
Latest social media platforms and trends
Rise in the number of internet users
A breaking news which will help start an engagement
Connecting your business page to company website
High-quality digital products which you can sell
2.4.4THREATS
All businesses have some inherent threats. You should learn to either neutralize it or navigate
around the threat. Use innovative strategies to do so. Common threats might be:
Having too many competitors
Getting negative comments
Very high number of dislikes on social sites
Aggressive campaign by your competitors
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CHAPTER-3
ANALYSIS AND
INTERPRETATION
- 42 -
3.1 NEED FOR THE STUDY
An Explorative & Descriptive study was considered to be adequate to achieve the

objectives of the study, and the study was conducted on Students Preferences towards
Social Media Recruitment Tool. The study was conducted with the following specific
objectives...
To study the present status of students preference recruitment through
social media in India
To study the role of social media to boosting recruitment in India
To study the impact of social media on recruitment in India
3.2 OBJECTIVE OF THE STUDY
To study the present status of students preference recruitment through social
media in India
To study the role of social media to boosting recruitment in India
To study the impact of social media on recruitment in india
3.3 SCOPE OF THE STUDY
After brief literature review of the study, interview will be conduct by preparing
questionnaire for HR managers, Job consultancies, & Students of graduation & post
graduation, in order to know the new insight or perception about the role of social networking
sites in recruitment. The most significant factor that social networking sites' scope has the
most powerful influence on effective recruitment, and wider the social networking scope, the
easier to reach more people.
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3.4 METHODOLOGY
RESEARCH METHODOLOGY:
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically as research
methodology has many dimensions and research method to constitute a part of it.
RESEARCH DESIGN:
A qualitative type of research has chosen. It has conducted by making use of a survey among
graduate and post graduate students, to determine the perceptions and experiences of the
students about recruitment through social media networking sites; a questionnaire based on
the constructs that have derived from the literature review has developed. Conducting a
survey is a very successful approach for exploring the perceptions of students about Social
Networking Sites in recruitment. Exploratory research has chosen which Focuses on
discovery of ideas and used to clarify thoughts and opinions about the research problem by
way of exploring the information from secondary data like of related project topic books,
articles, research papers and other published data related to the study of project, & was
carried out to gather background information about the nature of the research problem.
DATA COLLECTION METHOD:
The data collection method used for the analysis of this study are :
Primary Data in this study are collected through Questionnaire method, by filling
questionnaire from graduate and post graduate students.
Secondary Data collected from journals, magazines, books, newspapers, online
resources etc.
- 44 -
SAMPLE METHOD: The method adopted for the sample size of this research is
convenient random sampling technique.
SAMPLE SIZE: Sample size taken for the study is 50 students of different institutes.
QUESTIONNAIRE DESIGN: The study was conducted using structured questionnaire,
questions belong to closed ended patterns, these closed ended questions are framed using the
following type such as multiple choice and Rating scale.
STATISTICAL TOOLS APPLIED: The statistical tools applied for the analysis of data
are Tabulation, bar diagram, Pie-diagram.
RESEARCH HYPOTHESES
If research questions pertain to what the researcher seek to investigate, research hypotheses
are the researchers' tentative or presumptive answers to the questions. Its purpose is mainly to
indicate the researcher's interest in the given topic and that his goal is to prove or disprove his
pre-set assumptions or tentative answers. That is, research hypotheses are the expected results
and they serve as the temporary window to the study (Thomas, Nelson & Silverman, 2012, p.
58).
In this study the research hypotheses are as follows:
H1: Students prefers social media as a recruitment tool.
H2: Students didnt prefer social media as a recruitment tool.
These hypotheses may be verified or disproved by empirical evidence or by the results and
findings of this study.
- 45 -
3.5 The present status of students preference recruitment through social
media in India
ANALYSIS/RESULTS
1. Which social media you use or would like to use for recruitment?
LinkedIn
Online Portals
Facebook
Twitter
LinkedIn Online Portals Facebook Twitter
65 20 10 5
5%
10%
Linkedin
Online portals
20%
Facebook
65%
Twitter
Most of the students prefer the option Industry by 65%
More students prefer the option banking by 20%
Some of the students prefer the option Business by 10%
Least students prefer the option Services by 5%
- 46 -
Crosstabs
Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Gender * Response 100 100.0% 0 0.0% 100 100.0%
Gender * Response Cross tabulation

Count
Response
Facebook LinkedIn Online Portals Twitter Total
Gender Female 2 28 10 0 40
Male 8 37 10 5 60
Total 10 65 20 5 100
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
Pearson Chi-Square 6.090 3 .107
Likelihood Ratio 8.009 3 .046
N of Valid Cases 100
a. 3 cells (37.5%) have expected count less than 5. The minimum
expected count is 2.00.
The numbers of males were 60/100 and females were 40/100
Total students who selected face book were 10 in which 2 were female and 8 were male.
Total students who selected LinkedIn were 65 in which 28 were female and 37 were male.
Total students who selected twitter were 5 in which 0 were female and 5 were male.
- 47 -
2. Do you think that Social media considered effective tools in finding job vacancies?
Yes
No
YES NO
85 15
15%
YES
NO
85%
The maximum students considered that the social media is effective tool in finding
jobs vacancies by 85%
The minimum students considered that the social media is not effective tool in finding
jobs vacancies by 15%
- 48 -
Crosstabs

Cases
Valid Missing Total
Age * Response 100 100.0% 0 0.0% 100 100.0%
Age * Response Cross tabulation

Count
Response
No Yes Total
Age 18-21 2 32 34
22-25 11 20 31
26-30 2 25 27
Above 30 0 8 8
Total 15 85 100
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
expected count is 1.20.
The respondents whose age is 18-21 are 34, 22-25 are 31, 26-30 are 27 and above 30 are 8.
The students considered that the social media is effective tool in finding jobs vacancies
85/100 in which 32 were whose age is 18-21, 20 were whose age is 22-25, 25 were whose
age is 26-30 and 8 were whose age is above 30.
The students considered that the social media is not effective tool in finding jobs vacancies
were 15/100 in which 2 were whose age is 18-21, 11 were whose age is 22-25 and 2 were
whose age is 26-30.
- 49 -
3. Which way is more preferable to you to advertise your job vacancies? (Give number 1-4)
use 1 for more preferable
1 2 3 4
Direct
advertisement
Social media
Online(Different
web sites)
Recruitment
Companies
DIRECT ADVERTISEMENT SOCIA MEDIA ONLINE PORTALS RECRUITMENT CONSULTANCIES
10 10 25 30 25
DIRECT
10% 10%
25%
ADVERTISEMENT
SOCIA MEDIA
25%
30%
ONLINE PORTALS
30% students gives highest rating to option online portals
25% students gives higher rating to option social media
25% students gives higher rating to option recruitment consultancies
10% students gives minimum rating to option direct
10% students gives minimum rating to option advertisement
- 50 -
Crosstabs

Cases
Valid Missing Total
Gender * Response 101 100.0% 0 0.0% 101 100.0%
Gender * Response Cross tabulation

Count
Response
Advertisemen Recruitment
t Direct Online Portal Companies Social media Total
Gender 1 0 0 0 0 0 1
Female 0 4 2 15 19 0 40
Male 0 6 8 15 6 25 60
Total 1 10 10 30 25 25 101
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
expected count is .01.
The numbers of males were 60/100 and females were 40/100.
30 students give highest rating to option online portals in which 15 were female and 15 were
male, 25 students gives higher rating to option social media in which 25 were male, 25
Students give higher rating to option recruitment consultancies in which 19 were female and
6 were male, 10 students gives minimum rating to option direct in which 2 were female and 8
were male, 10 students gives minimum rating to option advertisement in which 4 were female
and 6 were male.
- 51 -
4. Which type of Technology (Social media) more preferable to be used to select your
organization?
Online advertisement
Online portals
Face book
LinkedIn
ONLINE ADVERTISEMENT ONLINE PORTALS FACEBOOK LINKEDIN
25 55 5 15
ONLINE
5% 15% 25% ADVERTISEMENT
ONLINE PORTALS
FACEBOOK
55%
LINKEDIN
Maximum students prefer online portals for selecting their companies by 55%
25% students selects option online advertisement to select their organization
15% students selects option LinkedIn to select their organization
5% students gave minimum ratings to the option face book
- 52 -
5. since when you start to use Social media as source of your employee selection?
0 2 Years
2 - 4 Years
More than that
0-2 YEARS 2-4 YEARS MORE THAN THAT
35 30 35
35% 35%
0-2 YEARS
2-4 YEARS
30% MORE THAN THAT
35% students started to use Social media as source of your employee selection for 0-2
years
35% students selected option more than that so they were using social media as a
source of selection more than 4 years
30% students started to use Social media as source of your employee selection for 2-4
years
- 53 -
6. Do you think Social media gives opportunity and diversity to the companies to choose
qualified Employees (nationality, qualifications)?
Yes
No
YES NO
90 10
10%
YES
NO
90%
The maximum students considered that the social media gives opportunity and
diversity to the companies to choose qualified Employees by 30%
The minimum students considered that the social media not gives opportunity and
diversity to the companies to choose qualified Employees by 10%
- 54 -
7. Do you think that Social network helps in selecting the right employee?
Yes
No
YES NO
60 40
40%
YES
60%
NO
60% students think that Social network helps in selecting the right employee
40% students think that Social network not helps in selecting the right employee
- 55 -
8. Do you think that qualified employee used social media to present their qualification?
Yes
No
YES NO
95 5
5%
YES
NO
95%
95% students think that Social that qualified employee used social media to present
their qualification
5% students dont think that Social that qualified employee used social media to
present their qualification
- 56 -
9. Do you think that social media facilitate and help in managing the recruitment process?
Yes
No
YES NO
95 5
5%
YES
NO
95%
95% students think that Social that facilitate and help in managing the recruitment
process
5% students dont think that Social that facilitate and help in managing the
recruitment process
- 57 -
10. Please give number (1- 5) more priorities in recruitment process that social media
improved more?
1 2 3 4 5
Screening
Interviewing
Assessment
Selection
Induction
SCREENING INTERVIEWING ASSESMENT SELECTION INDUCTION

75 8 2 5 10
10%
2% 5%
SCREENING
8%
INTERVIEWING
ASSESMENT
75%
SELECTION
INDUCTION
75% students gives highest rating to option screening
10% students gives highest rating to option induction
8% students gives highest rating to option interviewing
2% and 5% students gives highest rating to option assessment and selection
simultaneously
- 58 -
3.6 The role of social media in boosting recruitment in India
Since social media is a young industry, there aren't many professionals with years of
experience. "This is a terrific opportunity for new grads because they're coming into the
workforce for the first time in decades understanding more about something than the people
that are hiring them," says Emily Bennington, who helps college graduates transition into
careers through her company.
How students can gets jobs by using social media? Here are a few tips:
Build a quality following on popular social networking sites. Not only does it demonstrate
your ability to use the tools, a company may also see your following as a base for their own
network, says "You're providing the employer an asset beyond yourself. You're providing an
audience you're bringing with you."
Include social media skills on your resume. Don't make the mistake of thinking everyone
knows how to use Twitter strategically or create a video that goes viral on YouTube. Even if
you're not looking for a position specifically in social media, those skills will make you more
marketable. A career consulting company, says, "If you have the word 'digital' in your job
title, people are fighting over you."
Showcase your skills beyond building an online following. Creativity plays a big role in
social media, so look for outside-the-box ways to prove your value. Create a video resume
and upload it to YouTube. Start a Twitter chat around one of your professional interests. Or
use Face book ads to reach hiring managers at companies where you want to work. Using
online tools in smart, fresh ways will help you catch the eye of a potential employer.
- 59 -
Take on social media responsibilities at your current job or volunteer to gain
experience, a former television news producer, helped grow his station's social media
presence even though it wasn't part of his job description. "I kind of realized I enjoyed doing
that more than my actual job," he says. He later used that experience to land a gig with
Airlines as an emerging media coordinator, a position he first heard about through Twitter.
3.7 The impact of social media on recruitment in India
Human Resource and Talent Acquisition forms the most essential part of an organizations
function. While organization use sourcing avenues like Employee Referral, Job Portals,
Recruiting Agencies to find suitable Talent, the latest trend is hiring through social media.
The current trends in digital recruitment marketing reinforce the idea that candidates have to
be on major social media channels like Facebook, Twitter and LinkedIn. This is, however, a
trend that might not last long. Looking for jobs or candidates on what are considered
alternative social media networks might yield better results.
There is really high competition for finding your company or you as a candidate on major
social media networks as everyone else is there. Especially for tech-savvy or specialist roles
in your industry, going to specific networks is a better plan. As far as Indian context is
concern, there are multiple views presented by experts about which particular platform is
actually leading the way but one thing is for sure, Social Media Recruitment has actually
taken off and Indians have accepted this with open hearts. What favors the use of social
media in Indian context is the personalization factor which is the crux of communication
through social media channels.
Considering the other end of horizon, even job seekers have understood the importance of
social media in getting new jobs. Social media tools and social networking sites have
revolutionized communication methods, both privately and increasingly, at work.
Communication through social media involves the use of an online platform or website (a
social networking site) that enables people to communicate, usually for a social purpose,
- 60 -
through a variety of services, most of which are web-based and offer opportunities for people
to interact over the internet, e.g. via e-mail and instant messaging (a form of real-time,
direct text-based communication between two or more people using personal computers or
other devices).
The Benefits of Using Social Media in Hiring
Candidate Quality Those who frequently use social networks may be the highly desirable
early adopters. This source may identify higher-quality candidates (including those who are
more technically savvy and innovative). Note: The simple act of listing the primary source
(that generated the resume) on the top corner of every resume will, over time, educate hiring
managers and eventually lead them to shift their recruiting efforts toward sources that appear
most frequently on their short list.
Hidden Candidates The perfect candidates for your position may not be actively looking
for a new job. Networking through social media can help to identify qualified candidates who
cannot be found or successfully messaged using other sources.
Candidate Diversity Social media may assist in identifying a higher percentage of
qualified diverse candidates in managerial and professional jobs.
Cost per hire The recruiting-related transactional costs can be significantly lower
compared to other sources.
Employer Brand Social media sites increase your visibility as an employer and
significantly improves your leading-edge employer brand image among targeted prospects
(even if the image-building it doesnt result in immediate applications).
By these tips used by students, recruitment is boosting in the country like India.
- 61 -
CHAPTER-4
FINDINGS AND
CONCLUSION
- 62 -
4.1 FINDINGS
1. The present status of students preference recruitment through social media in India is
that most of the students uses social media for being recruited in the organization they
are willing to be recruited. They used social media in the form of:-
Online portals
LinkedIn
Face book
Twitter
Others
2. The role of social media to boosting recruitment in India is very important. The
employment is increased of the educated people by huge margin they are getting jobs
nationally and inter-nationally (abroad) as well.
3. The Impact of Social Media on Recruitment. With Social Media growing every day,
and people obsessing over Facebook, Twitter and Linkedin, it comes as no surprise
that job boards are benefitting immensely from such sites. The rise in the use of social
media websites in recruitment is fascinating.
73% 0f employers have successfully hired a candidate through social media a
10% increase since 2011.
LinkedIn is the top social media website used for recruitment.
Employers like to see professional organisation membership and charity work or
volunteering on social media profiles, and frown upon posts about illegal drugs.
1 out of 7 people refereed has been hired, compared to 1 out of 10 general
candidates.
- 63 -
4.2 Conclusion
Social Media sites carries with it the distinct advantage of enabling companies to reinvent
themselves- Internally to employees, as well as externally as a means of sourcing the best
talent. The most successful use of social media lies not only in researching the integration.
While social media encompasses a host of corporate departments from marketing to customer
service, to public relations, human resources departments that are able to take corporate
applications of social media will enable their company to realize the greatest benefits in terms
of recruitment, research and impact. Gen-Y or Gen-Next job seekers, who are active through
social media sites, are typically happy with having their personal, and professional profiles
overlap on the websites. Recruiters, who try to make a decision on potential candidates
ruthlessly based on what they get about them online run the risk of rejecting outstanding
candidates, managers overlook that SM profiles are not well structured resumes. So, it is
essential for HR professionals to invest time separating and maintaining both personal and
professional online profiles of candidates.
To conclude, the aim of this dissertation was to research how social media is utilised in the
recruitment process. It also examined whether social media as a recruitment tool had
increased workplace diversity in services companies in India in comparison to that of more
traditional methods of recruitment. This dissertation provided the reader with a clear set of
objectives and research questions of which it would aim to answer and achieve. This
dissertation aimed to provide a balanced literature review with varying perspectives on both
the use of social media as a recruitment tool and the impact that it can have on workplace
diversity, as well the benefits and implications of both social media as recruitment tool and
workplace diversity.
- 64 -
4.3 Limitations
Aside from the limitations previously mentioned regarding the questions asked in the survey,
the main limitation to this research was the lack of survey/questionnaire responses received
from students. This was previously discussed in the methodology of this dissertation.
However, while the number of responses from students was relatively low, the quality of the
responses was very good, and therefore, still made a great contribution to the research in this
dissertation. Another limitation to this research is that is does not include social media users
who are not students/recent graduates and therefore, the information gathered in the survey
may have differed if a different group of social media users had been picked.
- 65 -
4.4 Recommendations
Based on the findings of this research, I would recommend that companies who have
low levels of workplace diversity and want to increase them should introduce or
increase their use of social media for recruitment purposes.
Secondly, based on the results of this research, I would also recommend social media
users to be cautious of the items that they post on social media due to the impact it can
have on their employability and the fact many employers have now included this
practice into the recruitment process.
Thirdly, I would recommend that social media users, particularly those on LinkedIn,
make sure their profile is as up to date as possible in order to increase their
employment prospects. As many employers now search for candidates with a certain
skill or education, it is beneficial to social media users to have their profile featuring
all their achievements in order to increase their chance of being found in the search
process.
- 66 -
4.5 REFRENCES/BIBLIOGRAPHY
BOOKS
"Human Resource Management by T.N CHHABRA (fifth revised edition)
published by: GAGAN KAPUR for DHANPAT RAI & Co.(P) Ltd..Delhi-110006.
"Idustrial Relations, Trade Unions and Labour Legislation by P.R.N.Sinha, Indu Bala
Sinha, Seema Priyadarshni Shekhar (second edition) PEARSON.
"Human Resource Management by GARY DESSLER (12TH EDITION) 2011.
Drum, K. (2010, September 8). Using social media to attract & engage passive
candidates. Ere.net, Retrieved September 13, 2010 from,
http://www.ere.net/webinars/using-social-media-to-attract-engage-passivecandidates.
Leggett, H. (2010). Social media supplements recruitment strategies. BizReport,
Retrieved September 13,2010 from,
www.bizreport.com/2010/08/social-mediasupplements-recruitment-strategies.html
Shroeder, S. (2010). Web users now on Facebook longer than Google. CNN Tech,
Retrieved September 13, 2010 from,
http://articles.cnn.com/2010-0910/tech/facebook.google.time_1_mark-zuckerberg-
facebook-webusers?_s=PM:TECH
WEBSITES
https://www.inc.com>encyclopedia>human-resource-management
http://www.humanresourceexellence.com>importance
https://www.wikipideia.org>wiki>humanrecourcement
http://www.onrec.com/news/news-archive/the-increasing-importance-of-
socialmedia-in-hr
http://www.forbes.com/sites/jeannemeister/2014/01/06/2014-the-year-social-
hrmatters
- 67 -
http://www.cmswire.com/cms/social-business/how-social-human-
capitalmanagement-can-benefit-the-enterprise-015998.php#null
http://socialdriver.com/2013/07/24/3-examples-of-social-media-supporting-
humancapital-development
https://www.facebook.com/advertising/?campaign_id=264263327005748&place
ment=tad&extra_1=not-admgr-user
- 68 -
Annexure
Questionnaire
Age Gender
18-21 - 34 Male - 60
22-25 - 31 Female- 40
26-30 - 27
Above 30 - 08
1. Which social media you use or would like to use for recruitment?
LinkedIn
Online Portals
Facebook
Twitter
2. Do you think that Social media considered effective tools in finding job vacancies?
Yes
No
- 69 -
3. Which way is more preferable to you to advertise your job vacancies? (Give number
1-4) use 1 for more preferable
1 2 3 4
Direct
advertisement
Social media
Online ( Different
web sites )
Recruitment
Companies
4. Which type of Technology (Social media) more preferable to be used to select your
Employees?
Online advertisement
Online portals
Face book
LinkedIn
5. since when you start to use Social media as source of your employee selection?
0 2 years
2 - 4 years
More than that
6. Do you think Social media give opportunity and diversity to the companies to choose
qualified Employees (nationality, qualifications)?
Yes
No
- 70 -
7. Do you think that Social network helps in selecting the right employee?
Yes
No
8. Do you think that qualified employee used social media to present their qualification?
Yes
No
9. Do you think that social media facilitate and help in managing the recruitment
process?
Yes
No
10. Please give number (1- 5) more priorities in recruitment process that social media
improved more?
1 2 3 4 5
Screening
Interviewing
Assessment
Selection
Induction
- 71 -

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A Dissertation Report

Submitted in partial fulfillment of the requirement for the award

Guide: Submitted by:

INSTITUTE OF INFORMATION TECHNOLOGY AN MANAGMENT

entitled A Study on Students Preferences towards Social Media Recruitment Tool is

Signature of the Student

Done by Gaurav Arya, Roll No., is 01413703915

Signature of the Guide

Name of the Guide: Dr. Abhiruchi Verma

Institute of Information Technology

&Management, New Delhi-110058

valuable insights into the completion of the project.

the successful completion of this project.

inspiration needed to prepare the project.

1 Difference between internal and external recruitment 12

2 Effectiveness of various recruitment strategies 20

3 Top three social media tools 31

4 Survey data tables 46-58

Substantially the same way they do traditional recruitment methods.

from institutional counsel, as needed.

lack of transparency. This is a joint responsibility of the investigator and IRB.

Additional Steps, as Needed:

1) Investigators should typically obtain consent from currently enrolled research

participants before attempting to contact and recruit members of their online

networks, or request that enrolled participants facilitate introductions directly.

2) Investigators should take steps to discourage enrolled participants from engaging in

online Communication that threatens to un-blind the study or otherwise jeopardize

inviting candidates. There is no doubt to say that human resource/Manpower/employees are

manpower (for the organization as per the requirement).

giving notification in the newspapers, advertisements, publishing on websites and contacting

candidates have to go through selection process for proving their talent.

SOCIAL MEDIA 11 YRS OLD & GROWING

around 2004 and 2005.

YouTube: Hundreds of millions users, 2 billion videos watched daily. 24 hours of

video uploaded per minute.

Twitter: 600 million users as of September 2014

LinkedIn: 100+ million users, mostly business-oriented as of July 2014

maintained by an individual or a business with regular entries of commentary,

descriptions of events, or other material such as graphics or video. Entries are

commonly displayed in reverse-chronological order. "Blog" can also be used as a

verb, meaning to maintain or add content to a blog.

Blogger - Blogger is a free blogging platform owned by Google that allows

HR Managers & Social Media

50% use Twitter

1 out of 5 employers use Social Networking Sites to Research Job Candidates

during the same one-month period last year.

Find top talent on social networking platforms

channels, including social media.

social conversation revolving around each interviewers perspective and opinion. By

regarding an applicants strengths and weaknesses. This information could then be

Investment by reducing churn, improving candidate screening and increasing

talent solutions could be even higher.

Although a formal learning and development program is helpful, social communities

necessary to effectively network within the company.

include recommended contacts, online teams and frequently used documentation to

give an immediate head start rather than go through a weeks or months-long

social network or collaboration platform.

are a lot of great ways to engage job seekers.

Social Media for Recruitment

[A] Brand Promotion and Positioning

[b] Job Advertising

[c] Candidate Research and Review

1 of 3 employers rejected candidates based on something they found about them