d
whether there are steps that employers can take to improve their success at using
online methods.
The results showed that less than a third of the organisations surveyed used
corporate web sites and only a quarter used commercial web sites in June 2006.
Therefore, while Internet recruitment was used by a significant proportion of the
recruiting population, these results do not reflect the phenomenal rise in the use of
Internet recruitment that was predicted by the media in the mid-1990s. In addition,
our results did not show a large increase in the number of organisations using
corporate or commercial web sites over the past four years. However, given that
online recruitment was first introduced around 1995, it is presumed that the growth
in the use of these methods was greater prior to 2000. Interestingly, however, almost
half of the organisations surveyed expected to increase their use of both corporate
and commercial web sites during the next year, suggesting a longer-term trend
towards the expansion of Internet recruitment in the future. This suggests that they
are seeing online recruitment as being a successful method in the future, thereby
creating an upward trend in its overall use. However, many current non-users of
online recruitment do not appear to be converting to the method, meaning that the
number of organisations using it grows more slowly.
Of those organisations that did use either online recruitment method, just
under a quarter found the method successful. Only 40 per cent of current Internet
recruitment users and about a fifth of non-Internet recruitment users expected to
reduce their use of other recruitment methods because of their use of Internet
recruitment. Most organisations recognise its benefits with regard to cost, ease of
use and access to candidates, therefore supporting the previous research into this
aspect (Starcke, 1996; Cappelli, 2001; CIPD, 2006). Our results, however, also
confirm the existence of some of the limitations of commercial web sites (Starcke,
Analysis of online recruitment methods in the UK
270 HUMAN RESOURCE MANAGEMENT JOURNAL, VOL 18 NO 3, 2008
© 2008 The Authors.
Journal compilation © 2008 Blackwell Publishing Ltd.
1996), in that a large proportion of responding organisations had experienced
problems with applications from unsuitable candidates. The mixed success that
organisations experience in using online recruitment may be one reason behind
the failure of Internet recruitment to dominate the recruitment marketplace as
predicted. Clearly, there are currently inhibitions to the spread of Internet
recruitment. There is also a strong probability that labour market constraints
encourage employers to continue with existing traditional methods, while also
turning to use the Internet in addition.
As well as investigating general trends in the use and perceived success of
corporate and commercial web sites, this article also explored whether the success of
online recruitment was influenced, first, by the type of organisation using the
method and, second, by the way in which the organisation uses the method. There
was a perception among corporate users of online recruitment, in particular, that
online methods were not as appropriate for use in smaller organisations, for
blue-collar, lower-level roles and for very senior roles. This was denied by th
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