The Effectiveness of the Internet As
a Recruitment Source and Medium
By
Bob Van Cleave
IDSc Workshop
April 5, 2002
Please do not distribute or reference this material without the permission of the author.
Outline
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Motivation
Definitions
Research Objectives
Recruitment Source Model and Theory
Recruitment Process Model and Theory
Web Site and Information Content Model and Theory
Source and Medium Speculations
Methodology
Results
Limitations
Conclusions
Motivation
• Growth of Internet Recruitment
- 88% Companies recruit on their Homepage
- “Jobs”/”Employment” 13th most popular
terms at Yahoo
• Substantial history of recruitment source research
• Role of the Internet as recruitment source and
medium has not been systematically researched
Corporate Web Site Recruiting
Corporate Web Site Recruiting by
Global Companies, 1998 - 2001
29%
60%
79%
88%
57%
31%
14%
9%
1998
1999
21%
2000
Web Site Recruiting
No Web Site Recruiting
No Web Site
12%
2001
Definitions
• Source:
Where job seekers aggregate
How to Determine:
“How did you first learn about the job?”
Examples: Referrals, newspaper ads, walk-ins, Internet
• Medium:
The firm’s Web site & information
messages in support of recruitment process
• Job Seeker: Before individual applies for job
• Job Applicant: After person applies for job
• Selectee: After firm extends job offer to applicant
Research Objectives
1.
2.
3.
4.
Assess the Effectiveness of the Internet as a Recruitment
Source as Compared to Non-Internet Methods
Investigate the Special Case of the Information
Technology Professional in the Context of Internet
Recruitment as a Source
Develop Grounded Theory to Improve the Effectiveness
of the Internet as a Medium to Support the Recruitment
Process
Speculate on the Relationship Between the Internet as a
Source and Medium in the Context of Recruitment
Recruitment Source Model
Individual
Differences
Recruitment
Sources
Information
Realism
Post-Hire
Outcomes
Recruitment Source Theory
• Recruitment Effectiveness:
Consequences
associated with a firm’s decision to choose a recruitment
source. (Rynes, Barber, Wanous, Breaugh)
• Three Classes of Variables:
1. Post-Hire Outcomes: Proximal (satisfaction with
job, benefits, supervisor, employees, firm commitment;
Distal (turnover, promotion, performance)
2. Individual Differences: Demographics (years of
experience) and measures about job (job relocation).
3. Information Realism: Realistic Job Preview (job
requirements match pre-employment understanding)
Recruitment Process Model
Three Phases of Recruitment Process:
Generate
Applicants
Maintain
Applicant
Interest
Influence
Job
Choice
Recruitment Process Theory
Three Major Phases (Barber):
1. Generating Applicants (Job Seeker) “Attraction”
Signaling Theory (Rynes, Turban)
Person-Organizational Fit (Kristof)
2.
Maintaining Interest (Applicant) “Remain Interested”
Relationship Emerging (Barber)
Information Realism (Wanous)
Timing of Communication (Arvey, Barber)
3. Influencing Job Choice (Selectee) “Accept Job Offer”
Objective/Subjective/Critical Contact (Behling)
Relationship Development (Barber)
Web Site Design and Information
Content Model
Web Site
Design
Attraction
Information
Content
Maintain
Interest
Influence
Job
Choice
Web Site Design and Information
Content Theory
Web Site Design
Attention (Levi, Medrabian)
Navigational Efficiency (Levi, Conklin, Fleming)
Information
Accuracy (Wang & Strong)
Relevant (Haung, Lee, & Wang)
Source Speculations
Relative to non-WWW sources,
- WWW produces more individuals that expect to stay less with the firm.
- WWW produces more individuals with less experience.
- WWW produces more individuals where the new job requires relocation.
- WWW produces more individuals with less education.
- WWW produces more individuals with better information realism.
- WWW is utilized more as a source for IT individuals.
Medium Speculations
• IT professionals will be very sensitive to the
design of the Web site in evaluating whether
to apply for a job.
• The Internet has not been effectively
employed to support the recruitment process
after the job seeker applies for the job.
Research Methodology:
Source
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996 recently hired respondents
Self-enumerated survey (mail or WWW)
Seven Twin Cities organizations
Secondary data
Used a subset of items from first study
Performed statistical tests of difference in
proportions and means using classical
statistical methods.
Distribution of Respondents By All
Sources
Source
Frequency
Within Company
Family/Friend
Campus Recruiter
Job Fair
Internet
Newspaper, Radio, Television
Headhunter
Self
Other
Professional Network
Total Respondents
138
203
170
31
126
111
59
77
27
39
981
Relative Frequency
14.04 %
20.69
17.33
3.16
12.84
11.31
6.01
7.85
2.75
3.98
100.00 %
Distribution of All Respondents By
Job Function
Number
Job Function
By Internet
Accounting/Finance
10
Advertising
0
Customer Service
2
Distribution
1
Education
6
Engineering
14
Facilities Management
0
Government Relations
1
Human Resources
2
Law
0
Marketing
4
Occupational Health
1
Office Management
13
Patient Care
5
Physician
3
Production Management
3
Public Relations
3
Purchasing
3
Research & Development
7
Sales
10
Information Technology
9
University Faculty
23
Other
6
Number
Respondents
34
2
30
11
33
141
5
8
26
8
64
13
50
64
19
23
12
10
88
112
111
73
51
Relative
Frequency
29.41 %
0.00
6.67
9.09
18.18
9.93
0.00
12.50
7.69
0.00
6.25
7.69
26.00
7.81
15.79
13.04
25.00
30.00
7.95
8.93
8.11
31.51
11.76 %
Results: Source (Speculations)
1.
WWW produces more individuals that expect to stay less with the
firm.
- Not significant for All and IT groups.
2.
WWW produces more individuals with less experience.
- Not significant for All group; IT group with more experience.
3.
WWW produces more individuals where the new job requires
relocation.
- Not significant for All and IT groups.
4.
WWW produces more individuals with less education.
- All group more educated; IT group less educated.
Results: Source (Speculations)
5.
WWW produces more individuals with better information realism.
- Significant for All and IT groups.
6.
WWW is utilized more as a source for IT individuals
- Disconfirmed. IT group = 8.1%; All Group = 12.84%
Results: Source
All Respondents
• 12.8% sourced through WWW. These
individuals tended to:
-
Be more educated
Receive a lower salary
Have better information realism
Find their work and job more satisfying
Feel their pay/benefits are unfair
Feel less opportunity for advancement
Feel better about the people they worked with
Results: Source
IT Respondents
• 8.1% sourced through WWW. These individuals
tended to:
-
Be older
Be less educated
Be more experienced
Less likely to be changing job type
Have better information realism
Feel that pay/benefits are fair
Feel less opportunity for advancement
Feel better about their supervisor
Feel better about the people they work with
Have better overall job satisfaction
Put in more effort in job
Feel their values matched the firm’s values
Results: Source
(IT versus All Respondents)
IT WWW Respondents
All WWW Respondents
Older
More experienced
Less educated
Pay/benefits fair
No salary difference
More organizational commitment
No age difference
No experience difference
More educated
Pay/benefits unfair
Lower salary
No commitment difference
Better information realism
Less opportunity for advancement
= Better information realism
= Less opportunity for
advancement
= Feel better about people work
with
Feel better about people work with
Statistically Significant Variables:
All Respondents
WWW
NOT
WWW
P-VALUE
46.03
36.69
.048 *
12.84
49.22
87.16
55.57
.000 *
.036 *
INDIVIDUAL DIFFERENCES
Percent with Graduate Degree
How did You First
Learn About Job (%)
Annual Salary
(000)
INFORMATION REALISM/REALISTIC JOB PREVIEW
Knew What Job Entailed
Knew Duties and Responsibilities
Overall Index
4.07
3.94
4.07
3.79
3.71
3.90
.006 *
.034 *
.035 *
81.45
1.47
73.39
29.27
70.84
1.34
81.21
36.89
.006 *
.040 *
.062
.085
50.00
98.37
97.56
1.72
4.31
58.14
93.30
90.36
1.60
4.17
.090
.000 *
.000 *
.004 *
.067
POST-HIRE OUTCOMES
Work Satisfying (% Yes)
Overall Work Index
Pay/Benefits Fair (% Yes)
Well Paid (% Yes)
Good Opportunity to
Advance (% Yes)
People Helpful (% Yes)
People Intelligent (% Yes)
People Overall Index
Overall Job Satisfaction
Research Methodology:
Medium
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•
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Grounded Theory (Strauss & Corbin)
Twenty IT personnel from nine firms
Primary data
Semi-structured personal interviews
Recently hired (<6 months)
Results: Medium (Speculations)
Sensitive to Web Site Design
-Must be Easy Finding Jobs
GENERATE APPLICANTS
POSITIVE OUTCOMES
PERSON
COUNT
Easy to Use
Track Progress
Structural
Easy to Find Jobs
Link to Yahoo/Finance
Quick Links
Easy to Apply
Links Work Properly
Permit Job Search Agent
1,6,9,10,19
3
5
7,8,9,10,14,17,19,20
10
11
14
16
19
5
1
1
8
1
1
1
1
1
Results: Medium (Speculations)
Internet Not Being Employed Effectively
-No One Experienced Intranet Capability
Outcomes
Have Not Seen This
Person
4,8,9,10,12,13,14,
15,17,18,19
People Information Important 2,5,7,9,10,11,12,
15,16,17,19,20
People Information Unimportant4,6
Job/Work Important
2,6,7,8,9,12,14,
17,18,20
People > Job/Work
5,9
People < Job/Work
12,17
Organization Chart
2,15
Information Technology
2,5,14,17
Projects
5,8,17,19
Career Paths
5
Where Firm is Going
4
Show Too Interested if Access
Too Often
4,14
Have Access Before Interview 5,11,13,19
Nice Touch
8
Access To Internal Job
Openings
9
Pictures/Video of Work
Environment
10,14
Benefits Important
10,11,14,15,19
People: Experience>Education 11
Education at Group Level Only 12,13,18
Great use of WWW Technology
13
Job Grade Details
13
Benefits > Others
14
Work Environment > Others
16
Attrition Rate of Employees
16,18
People: Degrees, Names
16,17
Jobs That Match
17
How Long Been With Firm
18,19
Projects > Others
18
Work > Others
19
Project > People
20
Freq
11
12
2
10
2
2
2
4
4
1
1
2
4
1
1
2
4
1
3
1
1
1
1
2
2
1
2
1
1
1
Results: Internet as Medium
ANTECEDENTS OF
ATTRACTION
FACTORS FOR MAINTAIN
INTEREST
Available Jobs
Job Descriptions
Easy to Navigate
Company Information
Ease of Applying
Appealing Web-Site
Feedback
Content of Feedback
Online Testing
Company Information
Access to Internal Job Postings
Access to People
ATTRACTION
MAINTAIN
INTEREST
FACTORS FOR INFLUENCE
JOB CHOICE
Complete Benefit Profile
Short-Term Work Plan
Office Descriptors
Access to People
Short-term Training
INFLUENCE
JOB CHOICE
Example of Data: Relevant Information in
Support of Influence Job Choice Phase
POSITIVE OUTCOMES
PERSON
COUNT
Salary Reports
Prospects for Promotion
Prospects for Raises
Benefits
6,8,17
7
7
7,8,9,10,14,15
17,18,19,20
7
10,17,19
10
11,12,15,18,20
13,16,18
13,20
13
14,15,18,20
15
15
16,29
19
3
1
1
Rules for Job
Email Addresses of Personnel
Chat Room to Post Questions
Short-term Work Plan
People
Full Intranet Access
Electronic New Hire Packet
Training
Compensation
Job Objectives
Office Location/Details
Policies for Changing Jobs
10
1
3
1
5
3
2
1
4
1
1
2
1
Results: Internet as Medium Including
Intranet Access and Timing
ANTECEDENTS OF
ATTRACTION
* Information
-Available Jobs
-Job Descriptions
-Firm Information
* Web-Site Design
-Easy to Navigate
-Ease of Applying
-Appealing Web-Site
ATTRACTION
FACTORS FOR MAINTAIN
INTEREST
* Before Applicant Interview
-Intranet Level 1
* After Applicant Interview
-Intranet Level 2
MAINTAIN
INTEREST
FACTORS FOR INFLUENCE JOB
CHOICE
* Before Selectee’s Decision
-Intranet Level 3
* After Selectee’s Decision
-If Yes: Intranet Level 4
-If No:
Evaluation
INFLUENCE
JOB CHOICE
Some Grounded Tentative
Conclusions
• Feedback: 85.7% satisfied with reply within one day.
• Online Testing: 60% satisfied if <30 min.
• Applicants want to be able to check the status of their
application.
• Level 1:
Information useful for interview
• Level 2:
Work-group focus: projects completed,
technologies employed, people
• Level 3:
Individualized focus/personalized information:
their benefits, training, work plan; contact list
for selectee questions.
• Level 4:
“Full” access.
Relationship Between Internet as
Source and Medium
Internet As A
Source:
Internet As A
Medium:
Dependent
Variables
(DV)
Independent
Variables
(IV)
Relationship:
Can Medium (IV)
Explain/Predict
Source Results
(DV)?
Example Relationship:
IT at 8.1% and All at 12.8% (% Sourced WWW)
Is there an explanation or hypothesis concerning the
Internet as a medium that could explain or predict why this
source result occurred? One could hypothesize that:
IT professionals found the Web sites of the hiring
firms in the source study to be unattractive or
unappealing because of certain Web site
characteristics. Because these undesirable features
were observed, the IT job seekers concluded that the
IT organization of these firms are not delivering on
leading-edge technology. This feedback provided such
a strong signal to the job seeker that he/she decided
not to apply.
Limitations
•
•
•
•
Self-reported measures
Twin Cities geographical area
Current labor market
No access to job seekers; job applicants that
withdrew; or selectees that said no
• No long-term data on employee turnover or
performance
• Small number of IT professionals sourced through
the Internet.
Conclusions
- Source effects confirmed; good baseline
established
- More educated (Internet as source)
- Lower salary (Internet as source)
- Less opportunity for advancement (Internet
as source)
- Information realism (Internet as source)
- IT professionals may not be adopting as
quickly the Internet as a recruitment source
- Intranet Access for Phase 2 and 3
(Personalization)