Human Resource Management is a dynamic and complex discipline in present business context. Human resources concerned as one of the best source when achieving competitive advantage (Wright et al., 1994). Therefore, Human resource generalist has to play a major role when attracting and retaining employees, with the aim of achieving organizational goals and objectives.
When concerning humans as competitive priority, an organization has to initiate an attractive and strategically fit sourcing strategy to attract candidates. That sourcing mechanism called as Recruitment in HR Jargon. Recruitment is defined as organizational activities that affect the number and type of applicants who apply for an open position (Gatewood et al., 2011)
When firm is engaging with recruitment activities in a global market, there should be an employer of choice to attract most appropriate candidates before their competitors. When talking about attracting, employer brand is the most important phenomena. Branding refers to company’s efforts to help existing and prospective workers understand why it is desirable place to work. (George bohlander and Scott Snell 2013). When studying about brand there are some different concepts from organizational psychology such as attractiveness, corporate reputation and image. (Collins and Stevens, 2002; Berthon et al., 2005). Employer branding is highly related with resource-based view in human resource management discipline. Therefore, this study is focusing on various determinants, leads to attract potential employer.
In addition to that, if organization wants to survive on this dynamic business environment, human resource practices should be come up under the strategic view. Therefore, management has to pay attention on the emerging trends of organizational external environment before come up with strategic decisions. When concerning on external environmental analysis, demographic factors play a major role with respect to attracting pool of most appropriate candidates. Therefore, labor market composition is very important determinant when handling successful human resource practices. When conducting this study, it is focus on age composition of job seekers in labor market of Sri Lankan context.
When concerning on demographic trends, this study is emphasizing on generational trend of demography. This study is based on Brosdahl and Carpenter’s (2011) categorization of generations. Among those generation trends, this study is focusing on Y generation or millennial behavior when attracting a potential employer. Because, population of this study is related to Y generation. According to Brosdahl and Carpenter’s (2011) Generation Y broadly, as all people born between 1981 and 1999. The specialty of this generation is they are digital natives, rather than digital immigrants (Prensky, 2001) as cited (Ruth N. Bolton, Understanding Generation Y and their use of social, 2013) Therefore, organizations has to pay much attention about behaviors, wants and interests on the generation Y people when getting their strategic human resource decisions. Those decisions and practices should be compatible with technological advancements such as internet, social networking and mobile recruiting activities to address the characteristic of millennial people. This study is focus on identifying determinants of employer attractiveness and social media usage when intention to apply for a job.
When concerning existing literature regarding determinants of employer attractiveness and social media usage in relation to intention to apply for a job, one study can be found (Anne-Mette Sivertzen E. R.). When attracting potential employer, most of the researchers done studies on employer attractiveness in India (Roy, 2009), one study in Norway and one study on Sri Lanka (Arachchige and Robertson 2011) as cited (Ruth N. Bolton, Understanding Generation Y and their use of social) . However, there are very few studies investigating use social media in relation to intention to apply for a job (Davison et al., 2011; Madera, 2012; Walker et al., 2011). Therefore, this study is focusing on fill that research gap, by combining employer attractiveness and social media usage in Sri Lankan context with special reference to business management final year undergraduates.
1 Problem Statement
Employers need to give much attention on attracting right pool of candidates to achieve organizational goal and objectives. To do that, employer has to identify how they can attract the potential employer. According to (Hieronimus, 2005) as cited (Robertson B. J.) , emphasize the need for companies to determine which attributes are most important to specific types of potential employees. Attractiveness only can measure at the early recruitment phase. That phase decide the overall sourcing strategy. Therefore, only way to influence that attractiveness is employer brand. When employer initiate their branding campaigns, they have to look at what are the determinants of employer attractiveness, after that only employer can design effective branding campaign. However, today most of the organizations design their branding campaigns without considering potential employee’s preferences. Therefore, that disparity is a major reason to study this phenomenon.
Today, organizations are highly concerned on e-recruitment aspects. Social media is another subpart of e- recruitment. Most of the Y generation employee addicted toward social media in present environmental context. When concerning about research gap, most of existing research concerned corporate web sites when conducting e-HRM initiatives. There is a lack of studies focusing on social media within recruiting, and this study investigates the use of social media in relation to corporate reputation and intentions to apply for a job. In practical scenario, most of the organizations use traditional methods to get an attraction from potential job seekers. However, Y generation people moved from traditional methods to much digitalized methods (Immordino-Yang et al., 2012.) Social media can reduce recruitment costs by up to 95% over traditional recruitment sources and reduces hiring cycle time by roughly 25% (Cober et al., 2000) as cited (Donald H. Kluemper A. M.). Therefore, disparity between what is organizations doing and what is job seeker is expecting when attracting job seekers is the major reason for this study. To address above phenomena, this study is focus on identifying determinants to employer attractiveness and extend to which social media supports to attract employers towards the job seekers with special reference to Y generation in Sri Lankan Context.
2 Research Questions and Objectives
2.1 Research Questions
How determinants of employer attractiveness and the use of social media related to corporate reputation and intentions to apply for a job?
01. What are the major determinants of employer attractiveness in undergraduate context?
02. Identify is there a significant difference between male and female when employer attractiveness?
03. Identify is there a significant difference between metropolitan and rural university undergraduate with respect to determinants of employer attractiveness?
04. How the social media use when intention to apply for a job?
05. What is the most popular social media tool in Sri Lankan job seeker’s context when searching for employment opportunity?
2.2 Objectives of the study
To bridge the research gap, this quantitative study is focusing on achieve following objectives
To identify determinants of employer attractiveness and the employers’ use of social media related to corporate reputation and intentions to apply for a job.To identify major determinants of employer attractiveness in undergraduate context.
To gain insight regarding the perception of job seekers about the use of social media when applying for a job.To determine the most popular social media tool in Sri Lankan context, when employer attractiveness.