Social Recruiting: The Role of Social Networking Websites in the Hiring Practices of Major Advertising and Public Relations Firms
The purpose of this study is to determine the role that professional networking websites, such as LinkedIn, play in the hiring decisions of talent recruiters at major advertising and public relations firms. A study of literature relating to social media, traditional recruitment techniques and legal implications regarding the use of networking websites in the hiring process provided a foundation for the study. Primary research, in the form of online surveys distributed to hiring managers at some of the largest international advertising and public relations firms, was conducted to set a foundation for understanding the use of networking websites in the hiring process within the advertising and public relations industry. SOCIAL RECRUITING 4 Social Recruiting: The Role of Social Networking Websites in the Hiring Practices of Major Advertising and Public Relations Firms In the American economy and job market, which has been unstable at best for the past decade, hiring managers in any industry must be more efficient than ever in their efforts to recruit new talent to their teams of employees. The recent influx of social media platforms offers new opportunities for those seeking employment to access those who make hiring decisions. A wealth of non scientific articles suggests ways for jobseekers to enhance their chances of employment by making the most of their presence on online networking websites, such as LinkedIn. However, little evidence exists to determine the extent to which social networking websites actually influence the decisions of hiring managers. As such, jobseekers are left to wonder whether their efforts to build up their professional reputation online are merely futile attempts to advance their careers or might actually help them to catch the attention of corporate recruiters. Furthermore, preexisting research is silent on the application of this topic to the advertising and public relations industry. Such an observation is surprising, given that this industry in particular relies heavily on social and online media for a significant portion of its everyday functions. Because no comprehensive research on this topic has been documented, the ubiquitous articles that offer jobseekers advice on using social networking websites to land their dream jobs are nothing more than well formed hunches. The forthcoming research sets a firm foundation for an understanding of how social networking websites are used in the hiring decisions of managers at major advertising and public relations firms.