e
providers of online recruitment services that were interviewed.
The fact that the use of online recruitment remains more prevalent in larger
organisations and in the services sector suggests that the perception that the Internet
is more suitable for particular types of roles or organisations is commonplace and
may be affecting the adoption of these methods. Similarly, larger and public sector
organisations may be more likely to fill a large number of vacancies, and this means
that they can cope with a large candidate pool.
However, our survey results suggested that the successful use of commercial jobs
boards was not related to industry, sector or organisation size, and the perceived
success of corporate web sites was related only to organisation size. These findings
strongly refute the suggestion that online recruitment can only be successful for
some organisations, and is therefore an important finding of this research. It may be
that any organisation can find success with online methods if they adopt an
appropriate
strategy for their use and implementation. Indeed, with Internet
penetration now at an all-time high in the UK (66 per cent of the adult UK
population; Internet Advertising Bureau, 2007), there appears to be no reason why
all organisations should not use this method.
Whether the Internet could replace other recruitment channels is less clear. At this
point in time, it appears that while organisations are using online recruitment, they
are not prepared to discard the more traditional methods such as print media and
employment agencies. There is certainly a need to use these methods to drive job
seekers to a corporate site in those organisations with a less developed brand.
However, it is perhaps too early to draw conclusions about the future growth of
online recruitment and the corresponding change in the resourcing process. The
interview data suggests that the functionality of online recruitment sites can be
improved in a way that will overcome their limitations and therefore make the
Internet more successful at recruiting across all sectors, occupations and at all levels.
If organisations can use online recruitment successfully in this way, then these
methods may eventually dominate the recruitment market. Indeed, the survey
results have shown that our respondents believed that the impact on other methods
is expected to increase in the future. For the near future, though, it seems that the
Internet will be commonly used in conjunction with other methods.
Emma Parry and Shaun Tyson
HUMAN RESOURCE MANAGEMENT JOURNAL, VOL 18 NO 3, 2008 271
© 2008 The Authors.
Journal compilation © 2008 Blackwell Publishing Ltd.
The interviews suggested a number of ways in which organisations can improve
their chances of being successful in using online recruitment methods. The need to
drive traffic to a corporate site, the use of back-office functionality such as applicant
management and sifting technology, the creation of a talent pool, and the need to use
appropriate branding and information were discussed. There are therefore useful
lessons in this data for practitioners introducing online recruitment.
The purpose of this article was not to examine the use of online testing or
applicant management systems, but it appears, based on the information from these
interviews, that the ability to use onl
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