Journal of Strategic Human Resource Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Impact of the use of Social Networking Sites on Employer Branding Techniques in Indian IT Firms


Affiliations
1 Assistant Professor, Department of HR and Marketing, Asia-Pacific Institute of Management, New Delhi, India
     

   Subscribe/Renew Journal


Employer branding is a method adopted by organisations to brand their image in the market. By using this practice, organisations brand themselves to attract potential candidates for prospective job vacancies. Over a period of time, companies have realised that the selection of potential job seekers is the most important function of the human resource department in any organisation, and with the rising use of social networking sites, these organisations have got a new platform to brand themselves, by providing information related to their work culture, corporate social responsibility, working environment, and future career prospects. This research paper focuses on the impact of the use of social networking sites on employer branding techniques in Indian IT firms, from both the recruiter’s and the job seeker’s perspective, by means of two separate questionnaires. Around 417 job seekers and 121 recruiters participated in the research from IT companies in India. The sampling method chosen for research was Stratified Random Sampling, where data collected from job seekers was analysed using regression analysis and data from recruiters was analysed using paired sample T-test. The findings of the study suggest that there is a positive impact of the use of social networking sites on employer branding, from both the job seeker’s and recruiter’s perspectives, and its use is expected to rise in the future. The result is analysed by taking a few independent variables like innovation, market leadership, and employee focus into consideration.

Keywords

IT Recruitment, Social Media, Recruitment through Social Networking Sites, Recruitment through LinkedIn, Employer Branding Techniques
Subscription Login to verify subscription
User
Notifications
Font Size


  • Abel, A. (2018, August). 4 steps to displaying your company culture on social media.

  • App, S., Merk, J., & Büttgen, M. (2012). Employer branding: Sustainable HRM as a competitive advantage in the market for high-quality employees. Management Revue, 23(3), 262-278.

  • Arachchige, B. J., & Robertson, A. (2011). Business student perceptions of a preferred employer: A study identifying determinants of employer branding. IUP Journal of Brand Management, 8(3).

  • Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151-172.

  • Colleoni, E. (2013). CSR communication strategies for organizational legitimacy in social media. Corporate Communications: An International Journal, 18(2), 228-248.

  • Dash, M., Faforia, N. G., & Muthyala, A. (2018). A model for recruitment process costs in the Indian IT industry. Journal of Strategic Human Resource Management, 7(1), 1.

  • Dinesh, M., & Kumar, M. K. R. (2015). Is social media a preferable source of recruitment? An employers’ perspective with reference to IT sector in Bangalore. International Journal of Business and Administration Research Review, 2(11), 283-290.

  • Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews, 12(1), 8-19.

  • Foster, C., Punjaisri, K., & Cheng, R. (2010). Exploring the relationship between corporate, internal and employer branding. Journal of Product & Brand Management, 19(6), 401-409.

  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (Vol. 6).

  • Jones, C., & Volpe, E. H. (2011). Organizational identification: Extending our understanding of social identities through social networks. Journal of Organizational Behavior, 32(3), 413-434.

  • Kathi (2018, March 15). Social media recruiting. Retrieved from https://www.krusecontrolinc.com

  • Kucherov, D., & Zavyalova, E. (2012). HRD practices and talent management in the companies with the employer brand. European Journal of Training and Development, 36(1), 86-104.

  • Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76-82.

  • Lee, K., Oh, W. Y., & Kim, N. (2013). Social media for socially responsible firms: Analysis of Fortune 500’s Twitter profiles and their CSR/CSIR ratings. Journal of Business Ethics, 118(4), 791-806.

  • Neuman, S. B. (2006). The knowledge gap: Implications for early education. Handbook of Early Literacy Research, 2, 29-40.

  • Neuman, W. L. (2013). Social research methods: Qualitative and quantitative approaches. Pearson Education.

  • Nguyen, B., Yu, X., Melewar, T. C., & Chen, J. (2015). Brand innovation and social media: Knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability. Industrial Marketing Management, 51, 11-25.

  • Prajapati, A., & Patel, N. K. (2017). Empirical study of factors affecting employer branding. Journal of Strategic Human Resource Management, 6(2), 17.

  • Saunders, M., Lewis, P., & Thornhill, A. (2009). Research methods for business students.

  • Sharma, L., & Nagendra, A. (2017). Re-looking recruitment strategies: Use of social media. International Journal of Engineering Technology Science and Research. Retrieved May 17, 2018.

  • Sivertzen, A. M., Nilsen, E. R., & Olafsen, A. H. (2013). Employer branding: Employer attractiveness and the use of social media. Journal of Product & Brand Management, 22(7), 473-483.

  • Tewari, S. (2015). Effect of social media on employer branding. International Journal of Scientific Engineering and Research.

  • Turban, D. B., Forret, M. L., & Hendrickson, C. L. (1998). Applicant attraction to firms: Influences of organization reputation, job and organizational attributes, and recruiter behaviors. Journal of Vocational Behavior, 52(1), 24-44.

  • Van Dijck, J. (2013). ‘You have one identity’: Performing the self on Facebook and LinkedIn. Media, Culture & Society, 35(2), 199-215.

  • Wasserman, T. (2018, February 16). Why social media should be part of recruitment. Retrieved from http://www.forbes.com

  • Wilden, R., Gudergan, S., & Lings, I. (2010). Employer branding: Strategic implications for staff recruitment. Journal of Marketing Management, 26(1-2), 56-73.


Abstract Views: 206

PDF Views: 0




  • Impact of the use of Social Networking Sites on Employer Branding Techniques in Indian IT Firms

Abstract Views: 206  |  PDF Views: 0

Authors

Monika Punn
Assistant Professor, Department of HR and Marketing, Asia-Pacific Institute of Management, New Delhi, India

Abstract


Employer branding is a method adopted by organisations to brand their image in the market. By using this practice, organisations brand themselves to attract potential candidates for prospective job vacancies. Over a period of time, companies have realised that the selection of potential job seekers is the most important function of the human resource department in any organisation, and with the rising use of social networking sites, these organisations have got a new platform to brand themselves, by providing information related to their work culture, corporate social responsibility, working environment, and future career prospects. This research paper focuses on the impact of the use of social networking sites on employer branding techniques in Indian IT firms, from both the recruiter’s and the job seeker’s perspective, by means of two separate questionnaires. Around 417 job seekers and 121 recruiters participated in the research from IT companies in India. The sampling method chosen for research was Stratified Random Sampling, where data collected from job seekers was analysed using regression analysis and data from recruiters was analysed using paired sample T-test. The findings of the study suggest that there is a positive impact of the use of social networking sites on employer branding, from both the job seeker’s and recruiter’s perspectives, and its use is expected to rise in the future. The result is analysed by taking a few independent variables like innovation, market leadership, and employee focus into consideration.

Keywords


IT Recruitment, Social Media, Recruitment through Social Networking Sites, Recruitment through LinkedIn, Employer Branding Techniques

References