THE ROLE OF SOCIAL MEDIA IN EMPLOYEE RECRUITMENT: A CASE STUDY OF A PRIVATE TERTIARY INSTITUTION IN DURBAN SOUTH AFRICA

Recruitment and selection are one of the most significant aspects of human resource management practices in an organization. Taking into consideration the preceding assertion it is now evident that organizations are now deviating from the traditional approach of recruitment and selection to using social media. However, there have been limited studies on the usage of social media in recruitment and selection. Therefore, this study analyses the role of social media in employee recruitment at a private tertiary institution in Durban South Africa. The study is premised on the qualitative research approach with an interview research strategy used for data collection. For sampling the purposive sampling method was used including a thematic data analysis process use for data analysis. Findings revealed that businesses can benefit by taking advantage offered by social media such benefits include competitive advantage, a positive effect on organizational attractiveness and a constant and compliant recruitment process, however, the concern regarding job seeker limitation should be considered. The practical implication of this study is that social media is a sensitive tool that managers and recruiters should handle with caution. Ensuring the privacy of candidates by refraining from disclosing personal information can be a challenging responsibility. Additionally, implementing a well-defined policy that regulates the use of social media during the recruitment and selection process will help address any potential legal and privacy concerns that may emerge.