Received:
2026-01-18 | Accepted:
2026-03-29 | Published:
2026-06-30
Title
Influence of social media use on HR marketing tools in recruitment
Abstract
This quantitative study examines the impact of social media on the use of HR marketing tools within organizational recruitment processes. Understanding the growing significance of digital platforms and their impact on recruitment strategies is essential, requiring the adaptation of HR marketing approaches to dynamic work environment. Employing a quantitative research design, data were collected through a questionnaire survey and subsequently analysed using descriptive statistics, Chi-square tests, Cronbach ´s α and Cramér´s V to identify relationships between the use of social media and the application of other HR marketing tools. The study involved 215 organizations of varying sizes and sectors operating in the Czech Republic and Slovakia. The findings revealed distinct trends in the use of digital versus traditional recruitment methods. Organizations that utilize social media tend to employ online advertising and company websites, while the application to traditional methods was less common. The results further highlight the importance of social media as a component of employer branding, particularly in engaging younger generations of job seekers. Overall, the active integration of social media into HR marketing strategies appears to be a key factor in enhancing the effectiveness of recruitment processes and improving organizational adaptability to evolving labour market conditions.
Keywords
HR marketing, employer branding, social media
JEL classifications
M12
, M50
, O15
URI
http://jssidoi.org/jesi/article/6652
DOI
Pages
250-264
Funding
This paper has been prepared with support with the support of the VSTE Institute of Corporate Strategy, Department of Human Resource Management, Czech Republic.
This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License
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