Chapter 9 Drivers of the Adoption of Online Recruitment — An Analysis using Innovation Attributes from Diffusion of Innovation Theory

Abstract

This chapter examines the adoption of online recruitment — both corporate websites and commercial jobs boards — within the United Kingdom and the possible reasons behind its adoption. The chapter also reports on the development of a structured model explaining the factors that may affect an employer's decision of whether or not to adopt online recruitment methods, using Rogers (2003) diffusion of innovation (DOI) theory as a framework. The chapter draws conclusions as to why organizations adopt online recruitment, as well as discussing the use of DOI theory for the study of e-HRM in general.

Citation

Parry, E. and Olivas-Luján, M.R. (2011), "Chapter 9 Drivers of the Adoption of Online Recruitment — An Analysis using Innovation Attributes from Diffusion of Innovation Theory", Bondarouk, T., Ruël, H. and Kees Looise, J. (Ed.) Electronic HRM in Theory and Practice (Advanced Series in Management, Vol. 8), Emerald Group Publishing Limited, Leeds, pp. 159-174. https://doi.org/10.1108/S1877-6361(2011)0000008013