SESSION 2015-17
khurram shahzad
umer arshad
(Semester 02)
m.sc accounting & finance
National college of business Admnisteratoin&
economics
Lahore, Pakistan
Submitted to: Madam Ayesha Farooqui
NCBA&E Lahore
In partial fulfillment of the requirements
for the award of Degree of
M.sc Accounting & Finance
DECLARATION
Umer Arshad and khuram
shehzad - Session 2015-2017, hereby declare that the material printed in the
research project titled “The relationship between recruiter characteristics and
applicant assessment on social media” is my own work and has not been printed,
and submitted as research work.
TABLE
OF CONTENTS
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List of content
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Page
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Declaration
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I
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Abstract
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2
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Introduction
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2
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Research question
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2
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Background
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2
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Literature
review
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3
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Hypothesis
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3
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Methods
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3
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Measures
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4
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Discussion and
implication
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4
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Limitation
and future research
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4,5
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A b s t r a c t
This
study how the assessment ofbothnon-professional and professional categories of
content on job applicants social media differs by recruiters gender and whether
these characteristics.
And
how recruiters view non-professional content on social media? The theoretical
foundations of this study were based on the selectivity model and the existing
literature on it. The analysis of data collected from 10 Pakistani recruiters
not only gender, whereas the assessment of job candidates' professional content
on social media differed by recruiters' gender.
Key words
1. Introduction
Social media-based assessment of job candidates is different from
more traditional practices in several ways. First, employer searches on social
media do not necessarily actively elicit job related information; second, there
is a potential mismatch between the purposes of some social media and an
organization's use of data drawn from these platforms; and third, it is difficult to structure or
standardize social media-based assessments
Additionally, recruiters both professional and non-professional
content on social media in larger amounts than usually contained on an
applicant's CV.
Social media content gives recruiters an additional source of
informationto assess a candidate's fit with the organization and the joband to formulate
applicant-related
for example, that relevant education produces more positive perceptions
of competence and potential and predicts salary and that detailed work experience
is associated more with employability compared to activities and educational experiences..
Research Questions
1. Do theassessments of
non-professional and professional content on job applicants' social media profiles differ by recruiters'
gender ?
2. Is the recruiters' tendency
to exclude applicants from the recruitment process related to how the former assess
non-professional content on social media?
3. Does the recruiters'
tendency to exclude applicants from the recruitment process differ by the
former's gender?
2. Background
2.1.
Recruitment practices in Pakistanhave several similar recruiting practices. According to recent
reports, 61% of Pakistani recruitersconsider online
professional
networks as the most effective tools for employer branding, and 42% find these networks to be an
essential and long-lasting trend.
Also Recruiting is increasingly becoming like marketing.
In the existing literature on social media use in recruitment empirical
research remains scant on their use in applicant screening in particular
.Existing research on social media-based screening has covered three main points:
the advantages of this practice, the types of social media content noticed and
assessed by recruiters, and the legal and ethical aspects related to screening
candidates on social media.
First, social media-based screening has several advantages.
Recruiters who use social media in screening report that it takes little time
and effort and provides more information than resumes do. Recruiters also
associate transparency with screening job applicants on online social networks,
where personal data are readily available for all to seeand where the
applicant's real person could bediscovered instead of the excessively managed
or deceptive self presented in resumes and job interviews
Facebook profiles that contained profane language, or photos that showed
them at parties or drinking .
Furthermore, individuals with unprofessional social media content tend
to have lower chances of being hired and receive lower salary offer .
Third, scholars have discussed several legal issues and
ethicaldilemmas related to social-media based pre-employment screening
3.
Literature
Review
The
present study focuse on recruiter characteristics, namely gender and examine
the relationships with the assessment of applicants' non-professional and professional
social media content, as well as with the recruiters' perceived tendency to
exclude applicants from the recruitment process. The association between this
tendency and the recruiters' assessment of applicants' non-professional social
media content is also examined
3.1. Assessment of job
applicants' social media content
3.1.1. Gender differences: the selectivity model
According to the selectivity model, women are comprehensive information
processors who consider both subjective and objective information and respond
to subtle cues; conversely, men are selective information processors who tend
to use heuristics processing and miss subtle cues.
Several studies provided general support for this model in
different contexts including information processing promotional communication processing
advertising response , and academic intervention
Moreover, females are more responsive than males to negative
stimuli in their environment Therefore, given women's comprehensive information
processing style and their responsiveness to negative stimuli, female
recruiters were expectedto assess both non-professional and professional content
on a job applicant's social media profile more strongly in comparison to male recruiters
H1. Compared to male recruiters, female
recruiters will a) assess non-professional content more negatively, and b)
assess professionalcontent more positively on a job applicant's social media profile.
. H2. Compared to one private college recruiters, otherprivate college
will a) assessnon-professional content more negatively, and b) assess
professionalcontent more positively, on a job applicant's social mediaprofile.
H3. Recruiters' perceived tendency to exclude applicants during the
social media-based screening will be associated with a) the negative assessment
of non-professional content on job applicants' social media; b) gender; and c)
culture. In other words, recruiters who assess non-professional content more
negatively, female recruiters, and Dutch recruiters are more likely to report a
perceived tendency to exclude applicants.
4. Methods
Data were collected using questionnaire as part of a large social
recruiting research project conducted from private college. To conduct from
students to take from 50 students The survey used for this data collection was
composed of several sub-sections, the first of which included questions about the recruiters'
use of various social media including personal networking sites (e.g.
Facebook), professional networking sites (e.g. LinkedIn), and others (e.g.
blogs), to ensure that all respondents had a common understanding of what was meant
by social media.
4.1. Measures
Respondents were asked, on a 5-point scale (1 ¼ very unlikely,
5 ¼ very likely), how likely they were to negatively assess four
nonprofessional content items on a job applicant's social media profile.
Recruiters were also asked, on a 5-point scale (1 ¼ not at all,
5 ¼ a lot), how much they noticed the following professional items on
an applicant's profile: personal information (age, gender…);
personality etc.
5. Discussion and
implications
This
study was set to investigate the associations between recruiters' gender and
assessments of job applicants' non-professional and professional social media
content.
Additionally,
this study was also aimed at examining the factors associated with recruiters'
perceived tendency to exclude applicant from the recruitment process, namely in
terms of the assessment of non-professional content
on candidates' social media profiles andthe recruiters' gender.
First, the recruiters' gender was found to be associated with the assessment
of professional content on applicant's social media profiles, but not with the assessment
of professional content. In other words, as expected, female recruiters were
found to value more categories of professional content on job applicants' social
media profiles compared to male recruiters, indicating that
they were possibly indeed driven by their need to process professional information
on job applicants' social media profiles more comprehensively compared to male
recruiters. Contrary to expectations,however, the results of this study showed
that female recruiters did not assess non-professional content on job
applicants' social media more negatively compared to male recruiters, indicating
that regardless of their gender, all recruiters seem to largely agree on what
is deemed unprofessional to post on a job seeker's social media profile, thus suppressing any
variability in this assessment. This finding can be justified by the alternative
explanation provided by the selectivity theory itself which states that gender
differences are conditional and will not always occur especially when
information is either too blatant or too obscure.
6. Limitations and future
research
Despite
this study's contribution to the literature by bringing new knowledge to the
topic of social media-based assessment in the recruitment process, it still has
a few limitations that need to be pointed out. The main limitation of this
study was reliance on self report data with its common shortcomings such as the
consistency motif and social desirability. Furthermore, the measurements of the
recruiters'assessments of job candidates' social media content and the
recruiters' perceived tendency to exclude applicants from the recruitment
process mainly reflected self-assessed perceptions
of the recruiters, based on their memories of past experiences, and not actual
behaviors. To counter these limitations in future research, experimental
designs with methods such as scenarios are recommended in order to include both
assessments of applicants 'profiles and directly link them with the potential subsequent decisions
of exclusion in relevant social media-based recruitment situations. Such
designs will provide evidence on the actual behaviors of recruiters when
assessing social media-related content and subsequently
deciding whether to retain or exclude a certain candidate, and
will therefore make a distinctive contribution to the literature.
A second limitation pertained to the operationalization of gender
with sex. Rather than assuming that sex determines gender future research may
use frameworks such as the self-concept orientation model to distinguish
between the two, and measure gender-related aspects of the self-concept .
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