IMPACT OF RECRUITMENT MARKETING ON EMPLOYMENT GENERATION
Abstract
Recruitment starts when an organization identifies its staffing requirements and follows a systematic process of identifying, selecting, hiring, and onboarding employees. Recruitment Marketing is the process of attracting and nurturing talented individuals to your organization by marketing to them. The main goal of recruitment marketing is to drive individuals to apply for the open positions your company has available. Recruitment marketing is the earliest stage of talent acquisition. Companies recruit candidates through various methods like advertisements, recruitment job postings, social media platforms, references, etc. It is also evident that companies put a lot of investment into hiring the right talent for their organization who could drive toward the success of the organization as a whole. Therefore, Recruitment Marketing comes into the picture when and where companies use different methods of attracting talent towards their company. The objective of the study is to examine the impact of recruitment marketing on employment generation. The sample size of the study is 100. Data analysis is carried out by using One-Way ANOVA, Correlation, and Regression Analysis. It is found that most employees believe that recruitment marketing increases employment generation within the organization. It is found through the study that online recruitment marketing would be more beneficial. It is suggested that companies should focus on recruitment campaigns with creative ideas and striking visuals to capture high-quality candidates.
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Purpose
The purpose of this paper is to unfold how different digital marketing tools and strategies influence recruitment effectiveness. More specifically, it focuses on understanding if, and how, information sources’ credibility, content marketing, and organisational reputation influence candidates’ decision to apply for a job in the Portuguese market.
Design/methodology/approach
A qualitative research, aligned with a content analysis, was conducted to focus on the insights from the 21 participants interviewed, to understand their thoughts and experiences regarding the subject.
Findings
The results show that digital marketing tools owned by the company are seen to be more credible and more relevant for the job application decision. LinkedIn is considered to be a more credible platform for advertising job openings than Facebook. In terms of content marketing, LinkedIn has a positive influence on candidates’ decision, as well as companies’ reputation.
Practical implications
This study provides practical implications which are useful for both HR and marketing managers, namely, the implementation of an integrated marketing communication strategy, the reinforcement of the company’s website and LinkedIn page and a presence on universities’ platforms, and also in terms of the information that content marketing should focus on.
Originality/value
This research paper incorporates marketing insights into a well-known HRM subject – recruitment, and thus adds further knowledge to the literature and prepares the ground for researchers who wish to explore this subject further.
Purpose
The study aims to understand the signaling effects of two major recruitment advertisement (ad) contents – job attributes and organizational attributes (OA) – on the perceptions and application intentions (AIs) of potential job seekers.
Design/methodology/approach
A fictitious faculty job ad based on existing real ads was created as a stimulus and the responses to the ad were collected from 270 job seekers of the academic domain in India. The partial least square-structural equation modeling was used to test the hypothetical relationships.
Findings
Drawing from the concept of signaling theory and instrumental-symbolic framework, the results revealed that job attributes and OA exhibit strong signals that generate the following perceptual outcomes in a job seeker – organizational attractiveness, attitude and person-organization fit. These perceptual outcomes mediated effectively to induce an AI in a job seeker. Signals from information on job attributes had a more significant effect on the job seeker than signals from information on OA.
Practical implications
The outcome of the study provides preparatory guidelines to academicians, institutional recruiters and recruitment agencies in posting an effective job ad.
Originality/value
From an Indian context, this is the first paper to present distinctive job advertising strategies to be implemented in the academic institutional recruitment communication.
This chapter will cover digital recruitment from its definition thru to its history in recruitment and trends. The subject itself could cover an entire book or an entire module at university, so this chapter will broadly touch upon the key elements and considerations. Under cultural perspective, the recruitment life cycle will be broken down into its individual parts, and digital solutions will be examined for each individual part of the process together with the impact this has on the knowledge and challenges for the manager and team. The economic perspective will assist in prioritizing initiatives and building a business case for the introduction of digital recruiting solutions. The risk perspective will raise awareness of the potential pitfalls and the operational perspective on the key considerations for a successful implementation. Finally, the key messages of this chapter are summarized in the Do’s and Don’ts.
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