Management and Economic Journal [600048]

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Management and Economic Journal

MEJ 2018, VOL -2, ISSUE -4, Page no. 294-301 Page 294
Research Article
Effectiveness of E -Recruitment in Organization Development
Masese Omete Fred, Dr.Uttam M. Kinange,
Senior Research Scholar Kousali Institute of Management studies, Karnatak University Dharwad.
Professor, Dean and Director,Kousali Institute of Management studies, Karnatak University Dharwad.
Abstract: In the rapidly changing global world economy, the only vital value for an enterprise is the
experience, skills, innovativeness and insight s of its manpower resources they are the key components in
every organization. Competitive organizations of the present have to attract and retain the best and
outstanding manpower to remain competitive in the market. This paper identifies Internet recruit ment
methods from relevant literature, and describes how their benefits of online recruitment can influence the
recruitment decision making of the organization. Today, one of the most crucial sources of competitive
advantage is based on human resource eff orts through attracting and retaining talented individuals. The
internet has helped in attracting potential candidat: [anonimizat],
which is referred to as E -Recruitment. The practice of issuing a vacant position and app lying for a job via a
website has increased steadily. The purpose of this paper is to broaden the research on the online
Recruitment practices for the entire development of the organization with focus on E -Recruitment practices
and trends in India, to iden tify what E -Recruitment methods are being used and what benefits are being
experienced by organizations using these methods
Keywords: E-Recruitment, Technology, Decision making, Organization Development
Introduction :
Recruitment, as a human resource management
function, is one of the activities that impact most
critically on the performance and development of an
organization. E-recruitment is the process of
personnel recruitment using electronic resources, in
particular the internet. E-recruitment, also known
within the literature as online recruitment, Internet
recruitment or cyber recruiting refers to the practice
of advertising job vacancies online, and the formal
sourcing of information about jobs online.
Companies and recruitment agents have moved
much of their recruitment process online so as to
improve the speed by which job candidat: [anonimizat], and online jo b advertising boards
andsearch engines, employers can now fill posts in
a fraction of the time previously possible.
The purpose of the study is to broaden the research
on recruitment by assessing source effectiveness
based on new measures that examine pre -hire criteria, with a specific focu s on e -recruitment. This
will provide an overview of the current study in
terms of the rationale behind the research based on
identified gaps within the literature. Over the years
the importance of effective human resour ce
management practices for organizations has been
highlighted by the increasing amount of research
published within the media, in both scholarly and
practitioner -focused journals and magazines. A key
element of human resource management is the
recruitment of staff, as this function generates the
human capital that forms the foundation of
companies. The future success of the company is
predominantly based on the success of human
resource efforts, which evolves through the
identification and attraction of qu ality new
employees generated from the recruitment process
that will stimulate organization to development as a
result of manpower skills available in the
organization .
The study has attempted to assess how the
recruitment process influences the applicant job-

Masese Omete Fred, Dr.Uttam M. Kinange , / Effectiveness of E -Recruitment in Organization
Development

MEJ 2018, VOL -2, ISSUE -4, Page no. 294-301 Page 295 choice decision process. The measures for this
assessment have primarily been post -hire
recruitment outcomes as researcher‟s attempt to link
recruitment process variables with the applicant‟s
subsequent success on the job. The elem ents of
recruitment process which have been recognized as
having a potential influence on recruitment
outcomes include the impact of the recruiters
involved in the process, the administrative
recruitment policies and procedures of the
organization, and the recruitment sources used to
reach and attract potential applicants.
One of the underlying components of recruitment
which is of key importance to the current study is
the effect of the information about the job,
organization, or the recruitment process itself on the
decision making process. Research on information
to assess effects of the presentation of information
influences an applicant‟s decision to apply for and
accept a job, and whether these factors are related to
post-hire variables such as the applicant‟s
subsequent performance and satisfaction on the job.
These measures assis t with developing recruitment
strategies that will increase the likelihood that
successful employees will be hired and have a
positive on job performance in the organization
hence driving the organization to development. E-
recruitment, advantages attribute d to this source
relate to its perceived cost -effectiveness, speed,
geographic reach, and ease of use, whilst common
disadvantages cited concern high application
numbers, privacy and security issues, discrimination
issues and technology problems. The findi ngs
provide little evidence to suggest that the internet
attracts more applicants than other sources, despite
its popularity as a source.
The study is based on the pre -hire measures of the
quantity and quality of applicants, with a specific
focus on e -recruitment. The present study has a
comparative assessment of recruitment source
effectiveness. Recruitment source effects were
assessed through two perspectives: applicant and
organizational. The relationship between source and
applicant was explored in ter ms of key job and organizational attributes communicated to attract
qualified applicants, and their subsequ ent intention
to pursue the job towards the development of the
organization.
Review of Literature :
Effective management development of human
resourc es has long been acknowledged by both
scholars and practitioners as being a key component
to the overall success of the business. Recruitment
is just one element of human resource management
and development ; however it is of significant
importance to this success as it is the method used
to acquire the human capital for the organizatio n.
Recruitment and selection is necessary human
resource processes initiated by organizations where
the constant balancing and is to find and retain
quality staff that meet th e needs of the position and
the company whilst minimizing expenditure in the
process of hiring manpower .
The recruitment process is different from the
selection process. The two concepts of recruitment
and selection are closely related and it is difficult to
differentiate when undertaking research as one
process is dependent on, and inevitably influences,
the other. The majority researchers agree that
recruitment is not a one -way process, but rather a
complex, two -way process. Whilst employers focus
on look ing attractive to a potential job applicant, the
applicant is also attempting to look attractive to the
employer. The assessment of attraction from both
parties continues from the initial recruitment
process through to the final appointment outcome.
The a bility to attract and retain superior employees
can lead to a sustained competitive advantage for
organization. The current study focuses on
recruitment rather than selection. Recruitment is,
however, the key contributor to an organization‟s
success as thi s component defines the applicant
population available from which to select the best
possible candidate.
The involving research on recruitment has
continued after Rynes, Bretz and Gerhardt (1998)
found evidence supporting the hypothesis that

Masese Omete Fred, Dr.Uttam M. Kinange , / Effectiveness of E -Recruitment in Organization
Development

MEJ 2018, VOL -2, ISSUE -4, Page no. 294-301 Page 296 recruitment e xperiences frequently represent
unobservable organizational characteristics and
positively or negatively influences job applicants.
Recruitment is not only an important business
process for organizations; it also has significant
consequences for individua ls to fulfil the personal
goals. The overall attempt of achieving a “match”
between an organization‟s job vacancies with an
individual seeking a suitable job is influenced by
the recruitment process, and because work is such a
significant part of many peop le‟s lives, jobs choices
can subsequently impact on an individual‟s
wellbeing ( Barber, 1998).
The rapid advances in technology have dramatically
changed the way business is conducted and this
increasing use of reliance on technology is clearly
demonstrated by the number of organizations and
individuals who utilize the internet and electronic
mail ( e-mail). The impact of technology on business
is further reflected by the continuous rise in amount
of literature exploring the effects of new technology
development and implementation on the efficiency
of business, including the impacts on human
resource practices (Cullen, 2001; Dressler, 2002; &
Wang, Smith et al., 2004). In particular, the
adoption of the web as a medium by organizations
has been faster than any other medium in history
(Bush et al., 2002). This is demonstrated by the fact
that while it t ook more than 30 years for radio as a
medium to reach 50 million listeners, the internet
reached 50 million users within 5 years.
In terms of human resource management, the
Internet has changed recruitment from both an
organizational and job seekers point of view
(Warner et al., 2005). Traditional recruitment
processes are readily acknowledged as being time –
consuming with long hiring cycle times, high costs
per process and minimal geographical reach. In
contrast to this, the rapid introduction of the inter net
into recruitment process can primarily be attributed
to the Internet‟s unrivalled communication
capabilities which allows for written
communication (e -mails and documents) to be
transmitted in a second. This communication is easy, quick and cheap and i ts reach is on a local,
national a nd international scale using social media
websites such a s LinkedIn and F acebook.
Definition of Recruitment :
According to Edwin B. Flippo (1979) “Recruitment
is the process of searching the candidates for
employment and st imulating them to apply for jobs
in the organization”.
Raymond J. Stone (2005) in the fifth edition of his
book Human Resource Management defines
recruitment as the process of „seeking and attracting
a pool of applicants from which qualified
candidates fo r job vacancies within an organization
can be selected.‟
Parry & Wilson (2009) stated that “recruitment
includes those practices and activities carried out by
the organization with the primary purpose of
identifying and attracting potential employees.
E-Recruiting is using the internet to recruit through
corporate websites, specialized websites or online
advertisement, according to Galanaki (2002).
Recruitment is a vital function of human recourse
management, which can be defined as the process
of searching the right talent and stimulating them to
apply for jobs in the organization. It is the process
of discovering the sources of personnel to meet the
requirements of the staffing agenda and attracting
the adequate number of employees, as to be able to
make t he effective selection among the applicant‟s
employees”.
Overview of E -Recruitment:
E-recruitment or Internet recruitment refers to the
practice of advertising job vacancies online, and the
formal sourcing of informa tion about jobs online.
Whilst E -recrui tment is considered a relatively new
concept for many organizations, articles on the top
first started appearing in the mid -1980s. However, it
wasn‟t until almost a decade later in the mid -1990s
that more systematic and rigor ous literature and
research on E-recruitment began to appear in human
resource related journals. The rise in the amount of
literature on E -recruitment was initially attributed to

Masese Omete Fred, Dr.Uttam M. Kinange , / Effectiveness of E -Recruitment in Organization
Development

MEJ 2018, VOL -2, ISSUE -4, Page no. 294-301 Page 297 the sudden increase in the use of online recruitment
by IT companies and universities, although as the
techn ology field is constantly changing and
progressing, much of what has been discu ssed in
literature is now out dated. It is therefore important
to note that new research on E -recruitment is
regularly published to repor t new development as
they arise in the fi eld.
In the developed countries it is reported that around
85% of Human Resource Professionals utilize
Internet recruitment methods in conjunction with
more traditional recruitment methods, such as
newspaper advertisements and employee referrals.
Among job seekers, an estimated one in four utilize
the internet to source job opportunities (Smith et al,
2004). Future evidence of the gro wing use and
reliance on E -recruitment was documented in a
study undertaken by Lee (2005) who found that all
of the Fortune 1 00 companies as listed by 2003
Fortune magazine used some form of E -recruitment
to advertise job positions that are vacant. The
increasing use of the internet as recruitment source
has occurred via a number of means as identified by
the chartered institu te of personnel and
developmen t, cited in the article by Galan aki. The
three most common means of recruiting via the web
are:
 The use of specialized recruitment website
which act as a medium between
organizations and potential applicants such
as online job boards, job portals, job
agencies and online recruiters.
 The addition of recruitment pages to the
organization‟s existing website, this avenue
is becoming increasingly common primarily
as a result of the rising costs and inflexibility
of using other recru itment means and
traditional media.
 The use of media sites which involves
placing an advertisement in a more
traditional media such as a newspaper which
also has its own website and posts the same advertisement simultaneously on the
website, usually for fr ee.
Organizations also promote and encourage the use
of online recruitment by integrating it with the
overall corporate marketing and branding strategies
through the inclusion of their Internet address in
mainline and classified advertisements. Indeed,
there has been research which links corporate
advertising with increased quality of applicants. The
findings from their study indicated that
organizational advertising was the only predictor
that had consistently significant direct effects on
measure of ap plicant quantity. Internet recruitment
also extends to more interactive recruitment tools,
creating an avenue to build relationships between
job seekers and organizations. The use of such web
based interactive screening tools is currently only
utilized by approximately one -third of
organizations. As a comparison to other recruitment
sources, Feldman and Kailas found that the use of
the Internet was ranked third by managers and
professionals as being an effective source to locate
jobs seekers , with personal networking identified as
the most effective recruitment source and head –
hunter and professional recruiters cited as the
second most effective source. Such a recruitment
strategy from an applicant perspective is valid in
light of the fact that all organizat ions adopt different
advertising strategies and mediums and may not
utilize the internet to advertise vacancies at all.
Objectives
1. To study the current E- recruitment activities
adopted by the organization.
2. To find out how the E -recruitment process
have an impact on organization.
3. To study the efficiency and performance of
E-recruitment process in the organization
Research Methodology of the Study :
The organizations‟ primary aim is to hire quality
candidates and to minimize the cost involved in
recruitment by improving the effectiveness and
development of the Recruitment Sources. Employee
E-recruitment Program is considered as one of the

Masese Omete Fred, Dr.Uttam M. Kinange , / Effectiveness of E -Recruitment in Organization
Development

MEJ 2018, VOL -2, ISSUE -4, Page no. 294-301 Page 298 most cost effective and efficient source of
recruitment, there is a need to concentrate on it in
order to gain maximum advantage from this source.
The primary focus of this study is to determine the
effectiveness of E -recruitment program in the
organization. This study is based on secondary data
which is collected through books, internet and
scholarly articles.
Need for E -Recruitment in Organization :
A lot of enterprises have used different kinds of e –
recruitment for several years and will continue to do
so increasingly in the next few years. Especially for
IT companies the online recruitment of new
employees has already become a normal and usual
case which is proved by numerous recent empirical
surveys. Furthermore, job seekers are increasingly
using the medium Internet which, again, has
repeatedly been empirically detected. Even if E –
recruitm ent and the pre -selection of candidates
online are emerging and appear to be modern, well –
established and economical, at least a
complementing direct personal contact to applicants
is still considered to be necessary and desirable.
While online questionnai res and online tests still
reveal relatively high name recognition, the
frequency of utilization of these digital methods is
rather negligible.
Methods used in the process of E -Recruitment :
E-Recruitment can be done through:
1. The corporate website: The corporate website
of the organization can be used for posting a job
through a link for career options where the potential
candidates can log in for the current openings. On
company‟s own website, HR department has a
choice of posting the vacancies fre ely and indicate
the career path expected after joining the
organisation. The corporate website attracts only the
interested candidates towards itself. For attracting
other candidates, other channels should be used.
2. Commercial job portals or job boards : The
Company can use commercial job portals (like
www.naukri.com, www.timesjobs.com, www.monsterindia.com etc) for posting the job
advertisements and search for talented candidates.
3. Professional websites: Human Resource
Management sites like www.shrm. org can also be
used for the recruitment purpose.
Advantages of E -Recruitment
 Quick and easy access to information.
 Reduced cost, compared to print advertising.
 Less or no manual intervention
 Wide range of job opportunities
 Flexibility of internet as an attractive source.
 For organizations, it provides an opportunity
for jobs to be advertised in global, local or
niche markets.
 Utility in attracting high quality people who
are not actively searching for job, also
known as pas sive job seekers.
 It provides verified and technically good
candidates.
The utilization of E -recruitment as part of the
recruitment process has been linked to a number of
perceived advantages from both an applicant and an
organizational view point that are not as applicable
to the more traditional recruitment sources. The
accessibility of the internet for organizations and
individuals is one of the primary benefits associated
with internet recruitments as this medium can be
access ed at any time and can reac h people on a
local, nation and international scope , with minimal
restriction on who can view the information.
Another advantage cited relates to the unlimited
amount of information that can be provided by this
medium with minimal expenditure required. The
final key benefit of internet recruitment is the
increased capability for organizations to target
passive candidates, a crucial recruitment strategy
for hard to fill jobs or during labour storage periods.
As with all recruitment sources, there are not on ly
unique advantages related to the medium, but there
are also a number of perceived disadvantages
unique to the source which deserve discussion to
ensure organizations utilize the source appropriately
to maximize positive outcome. An outline of the

Masese Omete Fred, Dr.Uttam M. Kinange , / Effectiveness of E -Recruitment in Organization
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MEJ 2018, VOL -2, ISSUE -4, Page no. 294-301 Page 299 common disadvantages related to internet
recruitment includes .

Disadvantages of E -Recruitment :
 Organi zations can‟t solely depend on E –
recruitment.
 A large applicant pool can have a negative
impact of increasing costs in administering
recruitment systems.
 In India, employers and employees still
prefer a face to face i nteraction rather than
sending E -mails.
 People who are from minority groups or
geographically dispersed may not use this
medium to source jobs vacant.
 Screening and checking skill mapp ing &
authenticity of millions of resumes is a
problem & time consuming.
Challenges of E -Recruitment :
The challenges contemporary businesses are facing
today is that the business environment is constantly
evolving into a more complex system. And with
globa l competition and the flat and connected new
world (Friedman, 2004), decision -making of E –
Recruitment in organizations has become
increasingly intricate and convoluted. The
availability of relatively cheap labour and growing
consumers in developing countri es, and aging
population in the developed countries, has put
pressure on the organizations to go global for
business opportunities. This creates challenges for
global organizations‟ HR departments to manage
workforce diverse in cultures, time zones, expert ise,
benefits, and compensations. Given that total
workforce compensation represents 60% to 70% of
the general expenses, businesses are under pressures
to respond quickly to the dynamic conditions of the
business environment. The response often involves
redesigning organizational structures, redefining
value propositions, and streamlining processes.
Business Intelligence and analytics can aid in
making informed decisions based on knowledge
extracted from the data and options at hand to enhance E -Recruitment in the organization.
Organizations that have successfully implemented
business intelligence are able to make decisions
quickly and with more accuracy. They have better
and faster access to the key activities and processes
that the organizations and its fu nctional departments
must pursue to meets its goals and objectives.
Business Intelligence is helping businesses become
more competitive. Because of technological
progress and regulatory changes, businesses are
collecting and storing data at an alarming rat e.
Because the business environment is constantly
changing, decision making in organizations has
become increasingly intricate. Business Intelligence
is helping organizations make faster and more
reliable infor mation based business decisions to
cope up wit h these challenges in the organization.
Criteria for Effective E -Recruitment :
1. Companies use the E -recruitment process for
simplifying the selection procedure. To make the
process effective, the Organizations should be
concerned about the Return on investment (ROI),
which should be calculated to compare the costs and
risks involved. It helps in calculating the benefits
and measures the estimated return on investment.
2. In the era of globalization, the recruitment policy
should be flexible and proac tive, to adapt market
changes.
3. Unemployment rate, labour turnover rate are to
be considered. Remember, the whole process of
recruitment depends on the availability of
candidates in the market. For every vacant position
in the company, it is not viable to spend too much
of time and resources.
4. Impact of availability of compensation details in
the job advertisement should be considered. Also,
the wage, salary, benefits, when disclosed online,
should follow the legal norms. Chance for
negotiation will n ot arise. Compensation policy of
the company will be known to the candidates.

Masese Omete Fred, Dr.Uttam M. Kinange , / Effectiveness of E -Recruitment in Organization
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MEJ 2018, VOL -2, ISSUE -4, Page no. 294-301 Page 300 5. Precautions to be taken while screening the
resume online, Keywords that discriminates gender,
age, religion to be avoided.
6. Company should be selective while choosing the
site for posting the job advertisement. It should be
clear whether to post the advertisement on
company‟s own website or on a job portal available.
Managerial implications and future Research
scope :
One of the main findings of this study is that
businesses appear to be very quality oriented, in the
sense that they seem to be very concerned with
finding competent candidates for vacancies, as
opposed to focusing mainly on, for instance, costs.
This find ing may be of interest to third parties who
play an active role in the recruitment process, such
as recruitment agencies and head hunters. Bearing
in mind that being able to find high quality
candidates is the main objective of employers these
results may suggest that E -Recruitment channel
may perhaps be able to create a profitable niche
market for them by focusing on specialising in
Specific areas of the labour market with the aim of
having access to the best available candidates. Of
course E -Recruitment w hich is specialised already
exist today, however it appears that the majority
still tries to cover the entire market rather than to
specialise. Specialisation may in particular be a
feasible strategy to recruitment vendors who are
trying to enter the marke t and who, if they were to
focus on the entire market, perhaps be unable to
compete in the long run with well established
organizations.
Future research in this field of study may focus on
finding more detailed data in regards to the role that
the position s of employees required in the
organization for recruitment option, For example
more detailed levels depending on their education,
experience, expertise or positions that require a high
level of skill may want to be separated into middle –
management and top -management. Similarly , future
studies may want to focus on analysing only
specific industries. Alternatively, they may want to compare different industries with the purpose of
investigating whether any differences exist in
regards to E -Recruitment means o f recruitment and
the important factors tha t influence the selection of
this source of recruitment.
Conclusion :
Online recruitment is reliant on a wide range of
information and communication tec hnologies and
access to the general public at all times . E-
recruitment has bought a radical cultural and
behavioral change, both within functioning of the
HR department and the potential candidates. In spite
of the large number of companies and candidates
using the E -Recruiting, there are still many
possibilities to advance Understanding of E –
Recruitment. Viewing technology just as
contingency will limit research to establishing
economic rationality of automating online
recruitment task and changes in routines, while
technology in this case plays a wider societal r ole,
and may affect livelihoods of individuals and
organizations. A better understanding of the
organizational concept of E -recruitment might be
achieved by studying how external environment and
a society in general affect organization of E –
recruitment and it utilization, and an institutional
perspective can be potentially beneficial to this
research . Also more studies of how differ ent
elements of organizing of online recruitment add to
efficiency and effectiveness of the recruitment
process can shed light on which elements are more
crucial than others. Therefore research should be
done on if, how, and why online Recruitment
increases performance for organizational recruiting,
and how specific Internet recruitment methods
attribute to this organizational dev elopment .
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