Online recruitment (OR) is a rapidly-developing activity that is beginning to challenge

conventional recruitment practices, such as newspaper advertising and the use of local

recruitment agencies to attract and screen potential candidates. Online agencies claim

to be more efficient than their bricks and mortar rivals. The chief executive of the new

breed of online recruiters has argued that, A face-to-face interview is often not necessary

for temporary positions. More important is checking a candidate has the right

experience (cited in Ward 2000: 25). Meanwhile newspapers, who often depend

heavily on this form of advertising revenue, are responding to the threat by providing

customers with a combination of print and website advertising. Established recruitment

agencies are also moving online, arguing that their combination of virtual presence and

physical support services provides an advantage over the newer operators.

There are three main segments of the OR industry: the addition of recruitment pages

to existing corporate websites; the creation of specialist web-based recruiters; and the

extension of recruitment advertising onto the web. The early users of OR included the IT

industry and universities, but this practice is now developing in many sectors. One recent

estimate suggests that the OR industry in Europe will grow from just over 50m (75m)

in 1999 to around 3.8bn (5.7bn) in 2005 (cited in Galanki 2002: 243). Researchers

have identified a number of advantages in OR as a communication channel, including:

cost savings over conventional recruiting methods;

more rapid responses and shorter recruitment cycles;

access to a wider pool of potential applicants;

access to higher-quality applicants (e.g. passive job-seekers);

access to highly specialised niche markets;

overcoming geographic constraints of international recruitment.

However, there are also possible disadvantages and dangers in adopting this communication

channel for recruitment purposes, including:

excessive response to website advertisements, requiring costly screening;

under-representation of individuals and groups that are less familiar with webbased

technology;

poorly-designed or maintained websites/interfaces, resulting in the loss of good

candidates and damage to corporate reputation;

costs involved in implementing an effective system;

ethical concerns arising from transfer of CVs and other personal information in electronic

format (e.g. reselling of CVs to other organisations, potential for disclosure to

existing employers, etc.).

The limited research conducted to date suggests that for most organisations, the attractions

of OR, notably its cost-effectiveness, are beginning to outweigh the disadvantages

(e.g. Galanki 2002, Pearce and Tuten 2001). Furthermore, most of these negative factors

can be addressed by careful preparation of web-based materials, for example, by providing

realistic information in the job and candidate descriptions, and by using interactive

tools to encourage self-screening by potential applicants. Some have questioned the

ability of online tools to facilitate interviews. However, it is likely that the spread of higherquality

video connections will encourage a greater use of on-line interviewing, particularly

in the initial stages of candidate selection (i.e. replacing existing practices, such as the use

of telephone interviews for candidates located a long distance from the interviewer).

OR also offers a number of advantages for the job-seeker, including rapid access to a

wider range of job opportunities. The switch to electronic media may also signal an end

to the tedious and time-consuming task of filling out hand-written application forms.

However, candidates would also benefit from learning about the way that organisations

are using OR, and to develop appropriate skills in using this channel persuasively.

Questions

1 Review the advantages and disadvantages of OR, as discussed in the case. Comment

on how this technology could either enhance or limit an organisations ability to

communicate in each of the following cases:

(a) A small or medium-sized enterprise (SME) that is not well-known, seeking to

recruit someone with very rare and specialist technical skills and knowledge.

(b) An organisation seeking to ensure that its recruitment policies provide fair and

equal opportunities, irrespective of age, gender, ethnicity and (dis)ability.

2 Find examples of the following:

(a) a corporate website with OR pages;

(b) an OR website;

(c) a media website with OR advertisements.

Compare the OR facilities on each site, assessing characteristics such as the quality

of information provided, whether the site is easy to navigate, visual attractiveness

and degree of interactivity (e.g. online screening questions).

3 Practice completing an OR application. Compare your experiences with those of

colleagues or other students.