Responsiveness of millenial (generation Y) to social media recruitment campaigns: evidence from Pakistan
Main Article Content
Abstract
The utilization of social media has expanded rapidly in the 21st century; the majority of people use social media and social networking sites (SNSs) especially millennial “Generation Y” (born between 1980 to 1994 and now 26 to 40 years old). The purpose of the study is to observe the responsiveness of Millennial (Generation Y) to social media recruitment campaign in Pakistan. The research involves the dependent variable as recruitment and selection of generation Y and four independent variables as perceived costs, perceived risks, perceived opportunities, and perceived benefits. Survey sent to 150 respondents, out of which 106 being received. The data gathered was tested by using the SPSS for descriptive statistics, standard deviations, Correlation, regression analysis was done to check the relationship between dependent and independent variables. The results of the first objective revealed that the utilization of social networking in recruitment is inexpensive for many companies, the outcomes of the second variable indicated that when using social media, the human resource professionals gather consistent information for all candidates making fair and speedy hiring, to analyze the third objective, the outcomes have shown that there are numerous risks associated while using social networking sites and lastly when testing the fourth objective observed that various organizations don't have job portal page for recruitment of Millennial (Generation Y) and majority candidates use LinkedIn, Facebook and Twitter for job searching. The study concluded that appropriate utilization of social networking sites in recruitment and selection of Millennial (Generation Y) provides excess to more extensive pool of candidates, is cost effective, faster and practical for organizations. They take benefit by utilizing social networking sites for recruitment campaigns yet the quality and competency of candidates not compromised however the candidate’s information privacy risk need mitigation.
Downloads
Article Details

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
1. Proposal of Policy for Free Access Periodics
Authors whom publish in this magazine should agree to the following terms:
a. Authors should keep the copyrights and grant to the magazine the right of the first publication, with the work simultaneously permitted under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 that allows the sharing of the work with recognition of the authorship of the work and initial publication in this magazine.
b. Authors should have authorization for assuming additional contracts separately, for non-exclusive distribution of the version of the work published in this magazine (e.g.: to publish in an institutional repository or as book chapter), with recognition of authorship and initial publication in this magazine.
c. Authors should have permission and should be stimulated to publish and to distribute its work online (e.g.: in institutional repositories or its personal page) to any point before or during the publishing process, since this can generate productive alterations, as well as increasing the impact and the citation of the published work (See The Effect of Free Access).
Proposal of Policy for Periodic that offer Postponed Free Access
Authors whom publish in this magazine should agree to the following terms:
a. Authors should keep the copyrights and grant to the magazine the right of the first publication, with the work simultaneously permitted under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 [SPECIFY TIME HERE] after the publication, allowing the sharing of the work with recognition of the authorship of the work and initial publication in this magazine.
b. Authors should have authorization for assuming additional contracts separately, for non-exclusive distribution of the version of the work published in this magazine (e.g.: to publish in institutional repository or as book chapter), with recognition of authorship and initial publication in this magazine.
c. Authors should have permission and should be stimulated to publish and to distribute its work online (e.g.: in institutional repositories or its personal page) to any point before or during the publishing process, since this can generate productive alterations, as well as increasing the impact and the citation of the published work (See The Effect of Free Access).
d. They allow some kind of open dissemination. Authors can disseminate their articles in open access, but with specific conditions imposed by the editor that are related to:
Version of the article that can be deposited in the repository:
Pre-print: before being reviewed by pairs.
Post-print: once reviewed by pairs, which can be:
The version of the author that has been accepted for publication.
The editor's version, that is, the article published in the magazine.
At which point the article can be made accessible in an open manner: before it is published in the magazine, immediately afterwards or if a period of seizure is required, which can range from six months to several years.
Where to leave open: on the author's personal web page, only departmental websites, the repository of the institution, the file of the research funding agency, among others.
References
ARCHANA, L.; NIVYA, V. G.; THANKAM, S. M. (2014) Recruitment through social media area: Human Resource. Journal of Business and Management, v. 1, p. 37–41.
ARMSTRONG, M. (2010) Armstrong’s essential human resource management practice: A guide to people management. Kogan Page Publishers.
BOLOTAEVA, V.; CATA, T. (2010) Marketing opportunities with social networks. Journal of Internet Social Networking and Virtual Communities, p. 1–8.
BONETT, D. G.; WRIGHT, T. A. (2015) Cronbach’s alpha reliability: Interval estimation, hypothesis testing, and sample size planning. Journal of Organizational Behavior, v. 36, n. 1, p. 3–15.
BOSWORTH, D. L.; KIK, G.; CONSTABLE, S. (2012) UK Commission’s employer skills survey 2011: Northern Ireland results.
BOWLING, A. (2005) Mode of questionnaire administration can have serious effects on data quality. Journal of Public Health, v. 27, n. 3, p. 281–291.
BROWN, V. R.; VAUGHN, E. D. (2011) The writing on the (Facebook) wall: The use of social networking sites in hiring decisions. Journal of Business and Psychology, v. 26, n. 2, p. 219.
BRYMAN, A. (2006) Integrating quantitative and qualitative research: How is it done? Qualitative Research, v. 6, n. 1, p. 97–113.
CAPPELLI, P. (2001) On-line recruiting. Harvard Business Review, v. 79, n. 3, p. 139–146.
CLARK, L. A.; ROBERTS, S. J. (2010) Employer’s use of social networking sites: A socially irresponsible practice. Journal of Business Ethics, v. 95, n. 4, p. 507–525.
CLEMENTS, A. (2012) Social media and recruitment: Time for a coherent HR strategy? HR Magazine, v. 16.
COMPTON, R. L. (2009) Effective recruitment and selection practices. CCH Australia Limited.
DAVISON, H. K.; MARAIST, C.; BING, M. N. (2011) Friend or foe? The promise and pitfalls of using social networking sites for HR decisions. Journal of Business and Psychology, v. 26, n. 2, p. 153–159.
DAVISON, P. (2012) The language of internet memes. The Social Media Reader, p. 120–134.
DE ALWIS, A. C. (2010) The impact of electronic human resource management on the role of human resource managers. E+ M Ekonomie a Management, v. 4, p. 47.
DEKAY, S. (2009) Are business-oriented social networking web sites useful resources for locating passive jobseekers? Results of a recent study. Business Communication Quarterly, v. 72, n. 1, p. 101–105.
EDOSOMWAN, S.; PRAKASAN, S. K.; KOUAME, D.; WATSON, J.; SEYMOUR, T. (2011) The history of social media and its impact on business. Journal of Applied Management and Entrepreneurship, v. 16, n. 3, p. 79.
ELLISON, N. B. (2007) Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, v. 13, n. 1, p. 210–230.
FREER, T. (2011) Social media gaming–a recipe for employer brand success. Strategic HR Review, v. 11, n. 1, p. 13–17.
HUNT, K. G. (2010) Finders keepers: Social media strategies help find top talent. Journal of Property Management, v. 75, n. 6, p. 36–41.
JOOS, J. G. (2008) Social media: New frontiers in hiring and recruiting. Employment Relations Today, v. 35, n. 1, p. 51–59.
KAPLAN, A. M.; HAENLEIN, M. (2010) Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, v. 53, n. 1, p. 59–68.
MILANO, R.; BAGGIO, R.; PIATTELLI, R. (2011) The effects of online social media on tourism websites. ENTER, p. 471–483.
MURIITHI, J. G.; GACHUNGA, H.; MBURUGU, C. K. (2014) Effects of Human resource information systems on Human resource management practices and firm performance in listed commercial banks at Nairobi securities exchange. European Journal of Business and Management, v. 6, n. 29, p. 47–55.
NDAMBIRI, C. W. (2017) An Analysis of Social Media Use in the Recruitment and Selection of Young Professionals: A Case of Commercial Banks in Kenya. United States International University-Africa.
RAI, S. (2012) Engaging young employees (Gen Y) in a social media dominated world–Review and Retrospection. Procedia-Social and Behavioral Sciences, v. 37, p. 257–266.
SANSONI, J. E. (2011) Questionnaire design and systematic literature reviews.
SCOTT, P. R.; JACKA, J. M. (2011) Auditing social media: A governance and risk guide. John Wiley & Sons.
SEARLE, R. H. (2006) New technology: The potential impact of surveillance techniques in recruitment practices. Personnel Review, v. 35, n. 3, p. 336–351.
SMITH, A. D.; RUPP, W. T. (2004) Managerial challenges of e-recruiting: Extending the life cycle of new economy employees. Online Information Review, v. 28, n. 1, p. 61–74.
SUBHANI, M. I.; JOSEPH, S.; OSMAN, A.; HASAN, S. A. (2012) Contribution of Linkedin on Recruitment and Selection. South Asian Journal of Management Sciences (SAJMS, p. Iqra University, v. 6, n. 2, p. 23–34.
WOLF, M. V.; SIMS, J.; YANG, H. (2014a) Social media utilization in human resource management. Web Based Communities and Social Media 2014 Conference (WBC 2014); 8th Multi Conference on Computer Science and Information Systems, Portugal, Lisbon.
WRIGHT, N. (2011) The impact of social media on recruitment. Retrieved September, n. 5.