By: G.Esther Princess 415113003 Research Scholar Department of Management Studies NIT Trichy.

Contents
Indian Recruitment Scenario- An

Introduction Recruitment- Definition & Channels Proposed Areas of Research Need of the Study Literature review Research Gap

Indian Recruitment Scenario- Introduction

A recent NASSCOM report has shown that the Indian IT-BPM industry

will look towards a skill based recruitment in 2013-14

The Economic Times report on PTI Jun 4, 2013 Indian job market shows

signs of improvement since start of 2013

The Economic Times report on Aug 9, 2013 says Tougher days for job

market as need-based hiring peter out

NYTIMES says Hiring in India seen rising in FY14 by majority of

employers: survey, on August 11, 2013 PTI

With the hiring pattern changed, we would have only about 40% of

hiring from campuses and the rest will be lateral hires and just-in-time hiring so that we can forecast the attrition and business better, said Som Mittal, president, Nasscom, in a human resources summit

Recruitment
Definition of recruitment: recruitment includes those

practices and activities carried on by the organization with the primary purpose of identifying and attracting potential employees (Barber, 1998)
Types of Recruitment media: Offline print media Online Internet media

Job ads in Print Media

Newspaper advertisements are good at driving spikes of interest

in a company. Challapalli (2005) opines that in India there is a war for talent in the market and there are a variety of channels to get people - head hunters, job fairs, FM radio, e-recruitment, and member-get-member. authors argue that newspaper advertisement allows a company establish its presence and make a statement. Given the fact that it is important for a company to reach out and stay, it appears that a newspaper advertisement can not be replaced at least on this count (Sisodia, Sonal; Chowdhary,

Nimit,2013). Ramachander (2008) remarks that it is difficult for a brand image to be built in a virtual world if it does not exist for one to see in the real world; thus reinstating that all other methods are more of a supplement or a reminder medium to the traditional methods.

Internet/Online Recruitment
E-recruitment has been defined as the use of the internet

to identify and attract potential employees (Breaugh & Starke, 2000). It refers to the practice of advertising job vacancies online, and the formal sourcing of information about the jobs online (Galanaki, 2002) There are two different ways for companies/organizations to attract job seekers for their vacant positions: (1) Posting vacancies on their own websites which could be enabled by intranet or internet (2) Third party websites which enabled a huge marketplace for recruitment so-called Online Recruitment Industry.

Drivers of Online recruitment

shorter recruiting cycle time (Workforce, 2000a), attracts the passive job-seeker (Hays, 1999), provides global coverage at a constant basis (Baillie,

1996; McDougall, 2001; Mohamed, 2002), reaches a wider range of applicants(CIPD,1999; Workforce, 2000a), better quality of response (Welch,1999), low cost (Williams & Klau, 1997; CIPD,1999; Workforce, 2000a), easier to apply for job (Kaydo& Cohen, 1999),

Challenges of Online Recruitment

not appropriate and suitable for top management

profiles( Ferrero & Vidal, 2001), huge volume of unqualified and low quality candidates (Ganalaki, 2002; Pearce & Tuten, 2001), outdated resumes ( Sullivan, 1998), transparency of data ( Pin, 2001), lack of personal touch ( Milman, 1998; Pin, 2001; CIPD, 2005; IRS Employment Review, 2005).

E-WOM
According to HennigThurau et al.s (2004) definition: Any

positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet,

Social media in Recruitment

Social media is increasingly being used in enterprises, especially

in the recruitment process. Networking sites serve as a pool of data and with the internet, corporates realize there's plenty of fish to choose from. Savneet Shergill, Head-Talent Acquisition, Dell India(Dataquest) Recruitment Strategy has evolved with the business need says Zubin mody HR head Indusind bank From just a talent to the right talent says pankaj Mittal Director,Archelons) Most accurate & cost effective recruitment source the social media channels says Saurabh Nigam, vice President HR, It & Admin, Before INC.) Explosion of Social media is influencing recruitment trends Tremendously, says Tina Vas, VP,Global HR Collabera
The human factor, Vol 4 Issue 2, 14 march 2013

Recruitment Advertising
Recruitment advertising has a function

similar to that of marketing. In effect, employers here promote their employment products in the job market to target potential employees who are the consumers of these employment products (Price, 1996)

Recruitment Advertising in India

Advertising often accounts for the greatest share of the marketing

budget because it is the most visible marketing activity (Cyril de Run, 2007). The role of media in advertising becomes very crucial and significant where it acts as lifeblood in increasing chances of success In India, the spends in recruitment advertisements across all media segments-including language publications and advertisements in vacancy sites are of the order of INR 5000 million (http://www.financialexpress.com) Recruitment advertisements as a whole contribute about 14 per cent of the advertisement revenue in India(Sisodia, Sonal; Chowdhary, Nimit,2013).

Proposed Area of Research

A Study on Employee Recruitment Channels in job advertising

Need of the Study

According to the NYTIMES news Hiring in India seen rising in

FY14 by majority of employers: survey , on August 11, 2013 PTI. Nasscom estimates that around 1.32 million engineering students to come out of their course this year. Last year, the top IT companies had recruited around 70,000-80,000 candidates. There are around 3 million employees in the industry, as on March, this year. The domestic IT sector is also throwing a lucrative market open, and is expected to grow from current $16 billion to $50 billion by 2020, with an expected growth of 15-16 per cent in Rupee terms.

 Companies are also looking at new methods of hiring by using

technology with use of online hiring tools and platforms such as crowdsourcing(NASSCOM ) Information Technology services and pharmaceuticals are likely to drive hiring growth in 2013 , to fill mid and senior positions, said HeadHonchos.com, a leading job search and career management portal.(The Economic Times) The Economic times report Entry, junior level hiring to fall in coming months: TeamLease, By PTI | 26 Sep, 2013, Anjoo Navalkar, HR and QA Director, Rave Technologies, says hiring requirements will increase by 30 percent this year(NASSCOM ).The report revealed that hiring trend has shifted focus to hiring domain specialists and postgraduates.

1. Review of Literature
Title
Recruitment Communication Media: Impact On Prehire Outcomes Personnel Psychology; Spring 2004

Author
Allen, David G; Van Scotter, James R; Otondo, Robert F

Purpose
effects of media and media features on communication outcomes

Methodology
989 respondents undergraduate students MANOVA testing used for analysis

Findings
A constant recruitment message delivered via different media influenced perceptions of features, and perceptions of features were related to important prehire outcomes

Gap Analysis
effects of sending recruitment messages via more intensely personal communication, such as that which may come from referrals from friends or colleagues. effectiveness of media such as the internet that are capable of combining multiple channels

2. Review of Literature
Title
Varying The Content Of Job Advertisements: The Effects of Message Specificity, (Journal of Advertising, spring 2006)

Author
Feldman, Daniel,Bearden,William O,Hardesty,David M

purpose
The role of ad information specificity in recruiting ads

Methodology
270 respondents UG business students Manipulation Checks confirmatory factor analyses

Findings
all three facets(i.e., the company, the job itself, and the work context) of message specificity impact, to varying degrees, individuals' opinions about the ad, perceived appropriateness of the job, attitudes toward the ad and company, as well as intentions to complete the jobapplication process.

Gap Analysis
whether it is the level of specificity itself or the discrepancy in the amount of specific information received relative to the amount expected that has the greatest impact on potential job applicants.

3. Review of Literature
Title
Recruitment Advertising and Corporate Image: Interface between Marketing and Human Resources, South Asian Journal of Management 15.2 (Apr-Jun 2008): 47-60.

Author
Rai, Himanshu; Kothari, Jaya.

purpose
The paper provides an insight into the interface between marketing and human resources by looking at recruitment advertising and its effect on corporate image.

Methodology
The analysis was based on 116 advertisements including both the manufacturing and service sectors. Only open/non-blind ads have been included in the study.

Findings
This study suggests improved links between research personnel and employers and the Human Resource Management (HRM) of various companies. Knowledge of recruitment message content, their outcomes function are as important to HR professionals as understanding of product attribute attractiveness is important to marketers.

Gap analysis
Future research should examine a wider variety of recruitment sources like internet recruitment materials and traditional recruitment brochures. Future research should look at industry specific content analysis

4. Review of Literature
Title
Online recruiting: The effects of organizational familiarity, website usability, and website attractiveness on viewers 'impressions of organizations, (Computers in Human Behavior 24 (2008) 29923001 Journal: Elsevier)

Author
Phillip W.Braddy, Adam,W.Meade,C hristina M. Kroustalis , USA

Purpose
Previous research on Internet recruitment has made the implicit assumption that recruitment websites influence viewers opinions of recruiting organizations. This study tested this assumption using a pretest/posttest design.

Methodology
Respondents-217 undergraduate students seven-point Likert scale Data collection took place in a small research laboratory

Findings
participants organizational favorability, image as employer, and organizational attractiveness perceptions were affected by their viewing of organizational recruitment websites.

Gap analysis
to investigate if these findings can be replicated in samples of older job seekers how the Internet fits into the overall recruiting programs of organizations. In other words, does the information gleaned from an organizations website have a weaker or stronger impact on potential applicants than campus recruiters, company referrals made by friends, and newspaper advertisements?

5. Review of Literature
Title
Attraction to Employment Advertisements: Advertisement Wording and Personality Characteristics (Journal of Managerial issues Vol.XXII No.1.Spring 2010)

Author
Charles D Stephen,Joseph G Szmerekovsky,Nort h Dakota state university

Purpose
To discern whether wording used in employment advertisements can systematically influence the personality composition of those who are attracted to the advertisement.

Methodology
151 student participants Personality inventoryinterview Employment advertisement measure seven-point Likert scale

Findings
individuals possessing higher levels of conscientiousness were attracted to advertisements that stressed conscientiousness as a requirement. Additionally, it was found that individuals possessing higher levels of openness to experience were attracted to advertisements that stressed openness as a requirement.

Gap analysis
future research should explore the use of agreeableness and emotional stability-related wording in employment advertisements as well as descriptors for other individual difference variables.

6. Review of Literature
Title
A Study On Emerging Trends In Social Media Recruitment Strategies: With Special Reference To Human Resource Departments In Bangalore, India (International Journal of Arts & Sciences, ISSN: 1944-6934 :: 4(09):112 (2011))

Author
H. Kavitha, Souji Gopalakrishna Pillai, Berjaya University College, Malaysia

Purpose
The purpose of this study is to explore to what extent content from an online selfreported profile, influences companies' hiring decisions. The study attempts to determine what information on a profile is meaningful or useful to a company and if this information was used to infer or evaluate an individuals lifestyle or personality.

Methodology
60 respondents Continuous scale & category scale 3,4,5 point likert type used data was analyzed using SPSS

Findings
It was identified that the online persona was informative and accurate source of information on professional networking sites compared to the social sites. It was also an important strategy to recruit passive candidates and retain them.

Gap analysis
Research may be conducted regarding the ethical implications of employers using social media networking websites as a tool of discrimination. Further research could be conducted to investigate which factors affect individuals when they select a tool to find a job It could also focus on comparison between professional and non- rofessional SNS as a job seeking tool.

7. Review of Literature
Title
Portraying fitting values in job advertisements (Personnel Review Vol. 41 No. 2, 2012 Emerald Group publishing Limited)

Author
Rein De Cooman, Roland Pepermans

Purpose
This paper aims to use the signaling theory and the person-organization fit framework as a rationale to study value-related information prospective applicants receive from employers through the communication in job ads.

Methodology
analyzed the content of 1,768 job advertisements Content analysis-four judges categorized the codes separately

Findings
The results show that intrinsic and prestige values are more intensively reported in job ads from the profit sector, whereas altruistic and extrinsic values are brought up more in job ads from the nonprofit sector. However, because nonprofit organizations print smaller, often non-colored ads in the national language, additional analyses controlling for these factors confirmed only one of the sectorial differences.

Gap Analysis
Future research could include public sector organizations and, as such, acknowledge their specific character

8. Review of Literature
Title
The Use Of Social Networking Websites As A Recruiting Tool For Employers, American Journal of Business Education.2010

Author
Vicknair, Jamie;Elkersh, Dalia;Yancey, Katie;Budden, Michael C,

Purpose
This study examines student attitudes and awareness of recruiters utilizing social networking sites to screen candidates as part of the hiring process.

Methodology
A voluntary convenience survey 289 college students 13 closed ended & 4 open ended questions were used SPSS

Findings
Respondents are aware employers are looking at social networking profiles at the same time many reported there was nothing posted may would not want employers to see. There was also a resounding consensus that respondents were not willing to give out their social networking profile password in order to be considered for a job.

Gap Analysis
research may be conducted regarding the ethical implications of employers using social networking websites as a tool of discrimination

9. Review of Literature
Title
Factors Influencing the User Behaviour Intention of Online Recruitment Websites (International Journal of Business and Commerce Vol. 1, No. 9: May 2012)

Author
Hen-Yi Huang & Chan Pan, Yung-Ming Hsieh

Purpose
To learn whether the web service quality of the online recruitment website perceived by the users would affect their satisfaction and perceived risk towards the website. The study also is intended to see the effect of satisfaction on the intention of continual usage, loyalty and word-ofmouth

Methodology
601 online jobsite users seven point Likert scale SPSS

Findings
if online recruitment website user is satisfied with the online recruitment website and perceives lower risk, the probability of reusing the website is higher, which makes customer loyalty and word-of-mouth communication possible.

Gap Analysis
Develop a scale suitable for measuring the web service quality of online recruitment websites

10. Review of Literature

Title
Use Of Illustrations In Recruitment Advertising By Service Companies Journal of Services Research 12.2 (2013)

Author
Sisodia, Sonal; Chowdhary, Nimit

Purpose
To study the use of illustrations in the recruitment advertisements for services in print medium in order to gauge the effectiveness of the recruitment communication. The aim was to look at the extent of variation in the advertisement content of recruitment advertisements with regard to use of visual evidences (illustrations) across the different service categories.

Methodology
qualitative in nature Content analysis- 489 recruitment advertisements used

Findings
It can be inferred that illustrations in recruitment advertisements of service organizations creates tangible representations and challenge the applicants to presume the intended significance of the illustrative appeal. Service employers should use visual communication to initiate relationship with prospective employees

Gap Analysis
This study included only service organizations and one advertising medium and one component of the advertisement (visuals). To understand recruitment advertising practices and strategy better, subsequent work in this area could be extended to other categories and other media and other components

Research GAP
Online Job ads Vs. Offline job ads A comparative study from Indian perspective online media in promoting attractive job advertisements E-wom advertising in recruitment communication Job ads in professional and non-professional SNS Service quality analysis of job ads online & offline Social networking sites as a channel for personal selling

Queries and Suggestions

Thank you