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ly, jobs boards were used to drive traffic to a company’s
corporate web site through the use of a web link.
Use of back-office functionality A number of organisations had also taken steps to
overcome the resource intensiveness of online recruitment by adopting additional
functionality. Advances in Internet technology have meant that a system can be
designed that posts an advertisement to several jobs boards simultaneously,
acknowledges applications and forwards them to line managers automatically and
performs a number of initial screening activities. This removes some of the
administrative burden from the HR function and makes the process less resource
intensive. In fact, the use of a back-office system for managing the recruitment
process had led to significant efficiency savings in some organisations. One
interviewee claimed that it had improved the efficiency of the recruitment processes
in his organisation by 60 per cent.
Creation of a talent pool An additional benefit identified was that data about
candidates could be captured automatically (rather than needing to be keyed into the
system). Information about candidates could then be kept by the organisation as a
kind of ‘talent pool’ and searched at a later date should another vacancy arise. Many
of the companies who had found success in using online recruitment methods had
used the Internet in this way to become more than just an advertising point.
TABLE 7 Logistic regression examining factors affecting the
perceived success of corporate web sites (n = 811)
Variable B Wald Significance
Organisation size 0.20 4.17 p < 0.05
Public sector (dummy) -0.40 0.56 NS
Private sector (dummy) -0.36 0.54 NS
Industry -0.26 1.17 NS
Recruitment difficulties 0.60 3.09 NS
(Constant) 0.35 0.17 NS
Emma Parry and Shaun Tyson
HUMAN RESOURCE MANAGEMENT JOURNAL, VOL 18 NO 3, 2008 269
© 2008 The Authors.
Journal compilation © 2008 Blackwell Publishing Ltd.
Branding and the provision of information to candidates Successful organisations
have also minimised the number of unsuitable applications by taking advantage of
the ability to include vast amounts of information in different formats on their
corporate recruitment web sites. Potential employees can therefore learn more about
the company and job role by reading text, watching videos and listening to audio
files. This allows candidates to self-select as to whether they are suitable for any
particular role. One of the interview respondents had even included a short selfselection
test that was scored automatically in order to advise respondents whether
or not they should apply for a particular role. As already noted, the use of Internet
technology also allows a company to promote their employer brand. Those
companies interviewed who had used the method successfully believed they had
created attractive advertisements or web pages that were in accordance with the
company brand.
DISCUSSION AND CONCLUSIONS
This article examines survey data on the use and perceived success of Internet
recruitment over a six-year period within the UK. The article is also based on
interview data, which explored the factors that may affect success for an employer
when using these methods. More specifically, we have explored whether particular
types of organisations are more successful at using online recruitment methods an