To read this content please select one of the options below:

Social media recruitment: the role of credibility and satisfaction

Ashutosh Muduli (Faculty of Management, SPM, Pandit Deendayal Petroleum University, Gandhinagar, India)
Jeegnesh J. Trivedi (Khyati School of Business Administration, Gujarat University, Ahmedabad, India)

Evidence-based HRM

ISSN: 2049-3983

Article publication date: 11 May 2020

Issue publication date: 19 May 2020

2475

Abstract

Purpose

The increased popularity of social media has been prompting the recruitment managers to use social media recruitment. Very little has been studied on the effectiveness of social media recruitment from the recruiter's perspective. Influenced by the diffusion of innovation theory, the study measures the usefulness of social media recruitment through various prehire and posthire recruitment outcomes. The study also used the media richness theory to examine the role of credibility and satisfaction as a mediating variable.

Design/methodology/approach

Data has been collected from the recruiters in the public and private sector of India. Available literature is studied to develop survey instrument validated through experts from industry and academia. Pilot study was conducted to test for any construct weaknesses. Data is analyzed using AMOS.

Findings

The study result proved that social media recruitment is significantly related to both prehire outcomes and posthire outcomes. The result also proved the mediating effect of credibility and satisfaction and suggests recruitment practitioner to emphasize on disseminating credible, relevant and sufficient information through suitable communication mode.

Practical implications

HR professional to be careful about the information provided through a social media recruitment method. Practitioner to establish credibility of the information to create a sense of satisfaction by the applicants toward the information. Thus, as the information becomes more credible, the attraction to the organization also increases, which in turn results in more applicants applying for the job.

Originality/value

This is the first quantitative study to examine effectiveness of social media recruitment under the influence of mediator – credibility and satisfaction considering the data from the recruiters.

Keywords

Citation

Muduli, A. and Trivedi, J.J. (2020), "Social media recruitment: the role of credibility and satisfaction", Evidence-based HRM, Vol. 8 No. 2, pp. 237-251. https://doi.org/10.1108/EBHRM-08-2019-0069

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

Related articles