ine recruitment methods successfully may be
related more to the extent and understanding of functionality and support than to
the nature of the organisation itself. It may be that the shift from traditional to online
methods is not as simple as just swapping recruitment channels. The use of online
recruitment may require a change in the wider recruitment process rather than just
the advertising medium. If an organisation simply transfers traditional recruitment
advertising methods online, then they may encounter difficulties with the volume
of applicants as discussed above. Indeed, the benefits of online recruitment may
only be realised if the organisation’s approach to the way that they recruit is
fundamentally adjusted. The use of online tools for sifting and the use of highvalidity
selection tools early in the recruitment process, in conjunction with applicant
management systems, may allow an organisation to cope effectively with the
increased volume of applicants that may result from the move online. Research from
the Association of Graduate Recruiters (2000) suggested that many employers are
now moving in this direction, with 77 per cent of respondents to their survey only
accepting online applications. This may, however, be a characteristic of graduate
recruitment compared with the more general recruitment studied in our research.
Future research to compare those organisations that have adopted the above
approach and those that have simply moved traditional approaches online would
provide more insight into this area. In the meantime, the implications for
practitioners are clear. They must pay attention to the effective development and
implementation of online methods to drive traffic to corporate web sites, invest in
systems that sift and manage applicants, and see how they can promote their
employer brand if they are to find success in using online recruitment.
The above research is not without its limitations. We have conducted survey
research using single respondents from each organisation who are responsible for
recruitment, but have enriched this data through the use of longitudinal data and
qualitative interviews. Our research has therefore provided a vital first step in
empirically exploring the usage and perceived success of online recruitment within
the UK and has suggested that the successful use of online recruitment channels may
be more complex than initially predicted. Further research is needed in order to
empirically test the theories explored above in more detail and with a larger
sample of online recruitment users. Our study, as the first empirical analysis of the
development of online recruitment in the UK, provides a sound basis for this
research and some important insights into the use and potential success of online
recruitment methods. In addition, the results of our study provide some direction for
practitioners when considering the adoption of online recruitment, and therefore
provide an important step towards a more thorough understanding of the successful
use of online recruitment within the UK.
Analysis of online recruitment methods in the UK
272 HUMAN RESOURCE MANAGEMENT JOURNAL, VOL 18 NO 3, 2008
© 2008 The Authors.
Journal compilation © 2008 Blackwell Publishing Ltd.
REFERENCES
Arthur, D. (2001). Electronic recruitment, in The Employee Recruitment and Retention<
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