Twitting for Talent by Linking Social Media to Employer Branding in Talent Management

Twitting for Talent by Linking Social Media to Employer Branding in Talent Management

Deepika Pandita
DOI: 10.4018/IJHCITP.2021040101
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Abstract

This paper reconnoiters and gives importance to how social networking has been tactically applied as a current means by many companies for branding their companies and inventive talent acquisition approaches in India. This research backs to the arenas of the domain talent management and has crucial suggestions for industry practitioners concerning the practicality of social network websites (SNWs) to organizational branding, talent management. Interviews were taken, which was a qualitative way of getting responses from 78 focussed group discussion with HR professionals working in information technology companies (IT). Later the data was analysed to their talent acquisition techniques that endorse the increasing consumption of (SNWs) social networking websites as part of their talent strategy.
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Introduction

Research conducted in the area Human Resources Management utilizing SNWs can be mostly seen in these main categories: talent acquisition and selection techniques(Warning & Buchanan, 2010), employee policies (Brown & Vaughn, 2011), networking on the job (Simon, & Engle, 2017), and evaluating jobs (Bohnert & Ross, 2010); relations of the employer and the employee; (Sanchez Abril et al 2012) study on employee privacy; Väyrynen et al (2013) study on consequences on workstation of digital exposure; Mainierio and Jones’s (2013) study on harassment of the employee in the workplace; A rising trend among many Indians is the extensive use of internet and presents a seamless environment for discovering diverse opportunities for employment and Talent Management policies. (Carpentier, M.et al 2019) There has been some research on the use of digital media on Human Resources (Sharma, 2019). Therefore, it is vital to examine the impact of SNWs on the processes of Talent Management that have an impact on the organization. The literature has acknowledged that the commercialization of SNWs has given rise to the development of the social network theory. (Lewis et al, 2008). Researchers like Boyd Ellison (2007) predicted the prospective of skills of communication like SNWs in the research of social networks. Therefore, the primary purpose of this study is to develop the prospect of SNWs as a means of social networking in the background of the structural approach and discovering its practice in Talent Management in the Indian scenario. To be more precise, the objectives of the research are dual: (1) to emphasize the amount to which SNWs are being implemented and are demonstrating to be a valuable mechanism for Talent Management and branding the employer; and (2) to measure and analyze the hands-on practices for the companies using SNWs for decisions pertaining to Employer Branding, Talent Acquisition, Employee Engagement and the role of HR Manager. The outcome of this research shall be useful for HR researchers and industry practitioners, as it highpoints the effectiveness of SNWs in Human resources practices like the acquisition of talent and processes relating to the selection, ensuring engagement of the employees, and branding the employer.

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