Online recruitment and Millennials : recruitment communication and online assessment
1University of Oulu, Oulu Business School, Department of Management and International Business, International Business
|Online Access:||PDF Full Text (PDF, 1.2 MB)|
|Persistent link:|| http://urn.fi/URN:NBN:fi:oulu-201701121062
|Publish Date:|| 2017-01-14
|Thesis type:||Master's thesis
Recruitment has shifted from traditional channels and practices to processes taking place online and recruitment research has subsequently started to investigate online recruitment processes. While there have been conflicting perceptions amongst recruitment researchers about whether the organizational or the applicant perspective has been neglected in recruitment research most of the present literature focuses on the first phase of the recruitment process, attracting applicants. This thesis takes the perspective of the applicant, and in this case the Millennial generation, and investigates the later phases of the recruitment process, recruitment communication and online assessment. The aim is to find out what kind of preferences Millennial applicants have towards recruitment communication’s timing, content and media and different online assessment methods such as online tests, digital interviews and gamification.
This thesis is conducted as a qualitative research with a factist perspective. After extensive review of recruitment and Millennial research a theoretical framework is developed. Empirical data is gathered trough semi-structured thematic interviews and analyzed with content analysis. The research findings are then applied to the theoretical framework and the framework is adjusted to depict the preferences of the Millennial applicant towards recruitment communication and online assessment methods.
The research findings suggest the Millennial applicant has several expectations towards both recruitment communication and different online assessment methods. Recruitment communication is expected to happen in a continuous manner to avoid uncertainty and show the hiring organization’s respect and valuation towards the applicant. Recruitment communication should also be efficient and convenient for the applicant, and email is found to be the preferred communication medium. The Millennial applicant also expects feedback on his or her performance as well as reasoning for selection decisions. Concerning different online assessment methods, the Millennial applicant prefers assessment methods that make them feel they have influence over recruitment outcomes. In addition, perceptions of validity and relevance as well as efficiency and convenience affect Millennials’ preferences concerning different online assessment methods.
The research findings have several managerial implications. Designing recruitment processes in which millennial preferences are taken into consideration can produce better applicant experience and have a positive effect on the company image. Although measures have been taken to ensure research reliability, the number of research participants and the same field of study of the research participants limit the generalizability of the research results.
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