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The use of E-recruitment and Social Media in the
Hospitality Industry: opportunities and challenges for
potential applicants and management

HRMT301
Ms
...
Internet is increasingly turning into the primary source of
recruitment
...

Suitable theories (Theory of Job Choices and Resource-Based View of the Firm) and models
(Technology Acceptance Model and e-HRM Model) that link into the current practices adopted
in the hospitality industry have been highlighted along with relevant examples
...
2
1
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4

2
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4

3
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7

4
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9
4
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Methods of E-Recruitment
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2
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10

5
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11

6
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12
6
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6
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7
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12
Resource-Based View of the Firm (A theoretical basis for e-Recruitment 1
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13

Tools and Techniques of Recruitment
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1
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2
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Technological Acceptance Model (1989)
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16

Current Practices in the Hospitality Industry
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1
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2
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Recruitment and Selection Practices
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19

Conclusion
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21

1
...
They have emerged as an
efficient tool for human resources management as they provide a source for reaching out to a
large number of prospects in a cost-effective manner for the purpose of hiring and recruiting
...
Despite the constant growth, researches
have failed to identify the absolute harm that these can cause to the human resources sector
overall, with a few exceptions
...
Each of the theories and models explained can be linked to
hospitality since it is one of the industries that face great trouble with regards to employment
turnover and retention
...
The report
also mentions a few current practices in the industry that can be linked to the mentioned methods
and models
...
Recruitment
Given the high levels of competition and radical changes in the service environment,
recruiting the right personnel and retaining them is seen as a challenge and a competitive
advantage by the human resources department in the hospitality industry
...
A study considered that
recruitment can be best defined in a manner that is inclusive of all responsibilities carried out or
handled by an employer, i
...
, “(a) bring a job opening to the attention of potential job candidates
who do not currently work for the organization, (b) influence whether these individuals apply for
the opening, (c) affect whether they maintain interest in the position until a job offer is extended,
and (d) influence whether a job offer is accepted
...
Recruitment and selection additionally can be attributed to all the
organizational performance constructs, mainly ‘effectiveness, efficiency, innovation and quality’
...
Internal sources of recruitment
include promotions, demotions, transfers or references from present employees
...
(Richardson, 2005)
•

Advantages of recruiting from internal sources
o The capabilities and abilities of the employee are known to the employer
...

o Internal promotions build a sense of commitment in the minds of the employees
towards the organization
...

o Internal recruitment is cheap and cost friendly, since the amount of time spent on
posting adverts and interviewing ‘outsiders’ is minimized
...

(Richardson, 2005)

•

Disadvantages of recruiting from internal sources
o Finding the right person for the right job is critical, yet very challenging, and
sometimes company may have to compromise and adjust with a less than ‘ideal’
candidate for the position
...

o It may lead to long term problems as organizational disparities and inbreeding
among employees is persistent everywhere, as a result of which they may refuse

to adapt to changes in the environment to maintain their ‘status quo’
...
Informal sources
include rehiring of previous employees or interns, or hiring from referrals, and have a very
limited extent of reach in the market
...
Recruiting from external sources involves
using employment agencies, print media adverts, campus recruitments for college graduates,
career fairs and the most recently trending ‘E-recruitment’
...

o The newly hired candidates will bring about potential changes in the company and
bring in visions from other industries
...

o Hiring externally reduces the chances for internal organizational politics and fuels
rapid growth within
...

o Requires more time and money, relatively against internal methods
...

o ‘Outsiders’ may demand more than what the internal employees receive in terms
of benefits and remuneration
...
A
...
However, a simple 5-step process has been suggested that highlights the main
components of recruitment - “vacancy verification, writing a job specification, finding

candidates, selecting them through interviews and other means such as the psychometric test, and
making a job offer
...
E-Recruitment
The mid-1990s saw the emergence of internet as a source for recruitment and was
welcomed into the industry as a driver of “recruitment revolution” by the media who recognized
the possible benefits that it would bring to the recruiters
...
The catchword ‘E-recruitment’ or commonly ‘online
recruitment’ is the use of technology or internet-based tools that assist and contribute in the
recruitment process
...
(Dhamija, 2012)
The sequential steps involved in the process of recruiting online are: “identification of
hiring needs; submission of job requisition; approval of the job requisition via a job database; job
posting on the Internet; online search of the job database by job seekers, online
prescreening/online self-assessment; submission of applications by applicants directly into an
applicant database; online search of the applicant database for candidate selection; online
evaluation of résumé/application; interviewing by recruiters/hiring managers; online preemployment screening; and job offer and employment contract
...
(Lee, 2005)
There are 3 main players involved in the online recruitment market
...
There are two kinds of job seekers;
o Active Job Seekers – Active job seekers are those individuals who are always in
hunt for a job for reasons such as, better employment and growth opportunities or
personal/professional reasons to change
...


o Passive Job Seekers – Passive job seekers are those candidates who may not be
looking for jobs currently but occasionally surf the net and drop in their resumes
...

•

Recruitment Market – there are three ways of defining the recruitment market; the
traditional way, which includes the traditional means of recruiting such as newspapers or
recruitment and employment agencies
...
The third and the most trending market is
the use of corporate websites, emails, commercial job portals and the most recent
inclusion, social media
...
These employers or recruiters hire individuals
based on their capabilities and potential
...

•

Advantages of recruiting from online sources
o The entire cycle of recruitment takes longer to complete
...

o The market reach of online sources is global and continuous; a lot wider than the
traditional methods
...

o It is easier to apply for jobs online
...

o It is cheaper and faster in terms of reaching out to a larger group of candidates,
and even the quality of response is better
...

o It is less invasive, and the candidates are generally young and computer literate
...

o Some individuals tend to place greater emphasis on face-to-face interviews and
thus will ignore the online advertisements for jobs
...

o Organizations receive an overwhelming number of resumes online, this can often
make the process of short-listing candidates very time consuming
...

o Transparency of data, outdated CVs and lack of personal communication also
affect an individual’s decision of applying online for jobs
...
Methods of Recruitment
There are various methods of recruitment, these could be traditional or the trending
online methods of hiring candidates
...
1
...
They act like online classified adverts
...
A
review estimated that the site contains at least 5 million unique CVs
...
Such websites also provide search
mechanisms for recruiters to look up candidate profiles that match the skills and
requirements they are looking for
...
(Dhamija, 2012)

•

Corporate Websites – Corporate websites are amongst the first of its kind to introduce
online approaches to recruiting
...
They also provide search mechanisms that help
potential job seekers to look up vacancies in their desired department or at their desired

position of work
...
A study recorded that of 62,000 hires across nine big companies, 16% were
initiated through a corporate website
...

(Dhamija, 2012)
•

Social Media Sites – E-recruitment depends a lot on social media
...
The first of its kind was
launched in the year 1977, named “SixDegrees
...
It possessed all of the three
characteristics that define a social media website that assists in recruitment
...
(Melanthiou, et al
...
(Nikolaou, 2014)

4
...
Traditional Methods of Recruitment
•

Internal Sources
o Transfers – Transfers within an organization can be from a position in one
location to the same position in another branch or location
...

o Re-employment of previous employees or interns – Companies may resort to
employing ex-employees or interns that may have worked with the company
before and know the organizational environment of the company
...


•

External Sources

o Employment at Factory Level – At this level, recruitment requirements are placed
outside the office or factory on a bulletin board
...

o Advertisement – The medium of delivering advertisements is commonly through
newspapers and magazines
...

o Employment Agencies – Employment exchanges are government based
...
Lately, in certain areas, recruitment in the public sector has
become a must through these exchanges
...
Campus recruitments provide
opportunities to fresh graduates to inculcate their fresh talent into the
organization
...
A major drawback of this source is that, the company has to
completely rely on an individual, which can later prove to be inefficient
...
Workers are
appointed on a contract basis for a certain period of time
...


5
...
(K
...
Implicit costs generally include reputation, low
employee morale, varying or unfavorable customer satisfaction levels, poor performance and

productivity and low levels of service quality
...
Furthermore, ‘non-pecuniary costs’ such as the time invested is attributed to
inefficient approaches to selection and recruitment; however a monetary value can occasionally
be attached to time
...
Recruitment Theories
6
...
Labovitz, Behling and Gainer (1968) Theories of Job Choice
Initially, the Job Choice Theory was defined by Labovitz, Behling and Gainer (1968) and
was later altered in the learning institutions by Rinehart, Place and Young (1989)
...
These employment choices are made by the candidates through an assessment
which largely depends on:
•

Insights of the job characteristics

•

Categories of choice developments
These assessment strategies contain various viewpoints on both procedure and

information characteristics, the results of which are observed in the decision making behaviors of
job prospects
...
(Mahony, et al
...
The theory also suggests that the advantages and
disadvantages of the job offer in terms of objectivity determinate factors play a major role in the
recruitment process
...
Furthermore, the applicants may consider factors which lead to opportunities
related to education, views on progression and employment location
...
(Mahony, et al
...
According to
Tom (1971), the theory highlights the comparison between candidates’ identity and the
reputation of the organization
...
Gellerman (1964) mentioned that “When a job seeker is allowed
free choice, his search is usually a thinly disguised version of psychological-advantage seeking
...
” (Mahony, et al
...
Thus, candidates makes choices based on the
communication with the recruiter and the information provided to them
...
Such can be delivered via open days and exhibitions, especially in case of hospitality
...
, 2006)

6
...
Resource-Based View of the Firm (A theoretical basis for e-Recruitment 1
...
According
to Resource-Based View, a firm should not solely be viewed as per their business portfolio, in
fact they should be viewed on the grounds of their unique resources and fundamental
competencies
...
Human resources also determine a very
significant role in the competitiveness of a particular organization
...
Diversity in the work
environment is also on a constant rise, and hence the term ‘war for talents’ has been identified to
illuminate the state of current markets
...
Erecruitment has been defined as, “the use of any technology to attract, select or mange the
recruitment process”; in light of this, web 1
...
(Girard &
Fallery, 2010)
•

Career Websites – Career websites have a number of objectives, most importantly
generating a pool of prospects for a job, enhancing the image of the employer and
gaining attention and improving visitors’ knowledge of the organization
...
Job boards can
be of two kinds, generalist or specialized
...


•

Recruitment Systems – The adoption of career websites and recruitment systems has a
number of benefits; enhanced strategic orientation, better quality service to
customers, reduced costs and effective gains
...
0, and provides companies an edge over the
market in line with Resource-Based View
...
(Nikolaou, 2014)

7
...
1
...

A study established that the three determinants, Perceived Ease of Use (PEOU),
Perceived Enjoyment (PE) and Perceived Usefulness (PU) have a significant impact over a job
seeker’s intention to use e-recruitment sources
...

Areas such as improved productivity, quality and performance on behalf of e-recruiters are a
must to increase usefulness, which subsequently enhances ease of use as well as enjoyment, and
keeps the job seekers hooked
...
The amount of time taken for the website to load, ease of
navigation and reliability of the engine and login issues build a negative image of the recruiters’
as perceived by the applicants
...
The

held contests, one of which was the “Sherabration Sweepstakes”, wherein travelers or guests
could post their travel experience to win a paid-for vacation experience
...
Hyatt has demonstrated a great example by creating its own social
media page and marketing it under the name ‘HyattCareers’ which makes it easy to locate; the
page enjoys fan-fame with more than 88,000 likes
...
, 2010) (Facebook, 2015)

7
...
E-Recruitment Model (2010)

Source: (Girard & Fallery, 2010)

The above model is a tested adaptation from the e-HRM model (2004), and splits the eHRM practice into four main divisions – strategy, goals, types and outcomes
...
Such companies only look for prospects that are strictly
necessary
...
Organizations
adopting this strategy lean towards hiring experienced employees as they require
candidates that are quick and knowledgeable with operations and practice
flexibility
...
Candidates with competency and expertise are welcomed
...

•

E-Recruitment Goals
o Efficiency and Processes – The main reason for adoption of e-recruitment process
is cost reduction and effective gains, hence efficiency is a major target
...
It allows the recruiters and candidates to get in touch
with each other, and maintain contacts
...
The
drawback of this, however, is that online postings by the employers and general
public can be dispersed quickly
...


•

E-Recruitment Type
o Operational e-Recruitment – Possesses concerns with short term candidate
relationships, international communications and major automation through erecruitment
...
0 tools, such as social networking sites
...

•

E-Recruitment Outcomes
o High Commitment – The employees are highly motivated and willing to
understand and communicate effectively with the management as well as the
clients
...

o High Competence – Employees are flexible and quick learners
...
Retaining such employees is critical for firms
...
Appropriate selection methods increase
satisfaction derived from job and filter employees with incongruent goals to enter
the premises of the firm, which ultimately reduces turnover and saves costs
...
Current Practices in the Hospitality Industry
8
...
Recruitment and Selection Practices
The recruitment and selection process of employees continues to be a difficult procedure
in the hotel industry, particularly for smaller hotels
...
The hotel’s image places a major role in
sourcing and recruiting the right candidates
...


•

Testing and other recruitment tools are deliberated to play an important role in the
process of recruitment
...


•

It is common practice in hotels to accept applications of unqualified applicants to cover
up the current needs of the organization
...


•

The utilization of easygoing, low maintenance and predetermined employees to lower
organization expenses has turned into a typical practice in the hotel industry, mainly due
to the trouble faced by organizations in anticipating the volume of business and the
diverse nature of visitors with distinctive needs and desires
...
This
type of practice helps to improve the service quality of the organization
...
This helps firms secure
their limited economic resources
...
When these factors are
combined with hotel’s economic situation, it turns out to be hard to legitimize the need to put
resources into its representatives
...
(YoungThelin & Boluk, 2012)

8
...
E-Recruitment Practices
A subject of concern that has not been satisfactorily addressed to by the business market
or scholarly research is the effect of online networking on HR practices and job
...
The younger generation uses online networking to forward comments

about the hotel’s service and quality to their companions
...
A study mentions that the change in the generation
will continue to impact the industry as the work force consists of youth profiles
...
(Davidson, et al
...
Decrease in expenses, focus on bigger inflow
of prospect candidates and a decrease in supervision tend to be the key drivers for e-recruitment
processes in the hotel industry
...
Conclusion
E-recruitment is still in its stage of growth in the hospitality sector; however, it is widely
exploited by a number of organizations to attract individuals and candidates
...
Recruitment theories and models further assist
in explaining the process and applicability of recruitment and e-recruitment in a number of
industries
...
The future of
recruitment and selection is e-recruitment from trending sources, such as web 2
...
Recruiters are opting for e-recruitment methods primarily due to reduced costs and
increased global reach
...


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