1. INTRODUCTION:

Inaugurated in 2003, LinkedIn has become very popular among the job seekers and employers for searching jobs and finding competent candidates. As the only job related social media platform, LinkedIn provides the features such as creating and storing CVs, making connections, publishing skills that can be endorsed by others, advertising job openings and so many more to its users. The site is particularly very popular to the fresh graduates, recently employed people and employers for its unique nature.

A study conducted on social recruiting by the online platform Jobvite (2013), the best social networks for recruiting candidates to fill job vacancies were reported as LinkedIn (94%), Facebook (65%), Twitter (55%), Google Plus (18%) and YouTube (15%). Of those surveyed, 78% of employers had reported to recruit at least one employee via a social network and 93% of HR professionals were found to use social networks to verify information on the CVs of job applicants (Cerro et al., 2017).

As a fairly new era of literature, the social media recruitment and selection has still got a little attention from the scholars although a very few of them focused particularly on LinkedIn. Among them, some studies examined the behavioral intentions and attitudes for using LinkedIn and other popular SNSs (Utz, 2016; Archambault and Grudin, 2012; Skeels and Grudin, 2009). However, some studies examined LinkedIn profiles to identify elements that professionals mostly focus on (Zide, et al., 2014; Damaschke, 2012). Another study by Caers and Castelyns (2011), investigated the use of Facebook and LinkedIn by Belgian recruiters.

The present study aims to fill the research gap regarding the employers’ perception of recruitment through LinkedIn to some extent. Keeping consistency with this, the following research questions were established:

Research Question 1: To what extent employers consider LinkedIn as a source of recruitment tool?

Research Question 2: What factors on the candidates’ LinkedIn profiles are preferred by the employers for recruitment?

2. LITERATURE SURVEY:

2.1 Recruitment and social media:

The optimum effectiveness and efficiency of an organization do not depend on its financial resources or using the latest technology, rather it is determined by the extent to which way it is using its dedicated, motivated and efficient employees (Hosain, 2015). At present competitive corporate competitive scenario, attracting and owning competent human resources is the challenge and can gain competitive advantage for an organization (Gatewood et al., 1993; Turban and Greening, 1997; Priyadarshini et al., 2017). In order to perform this important HR function (e-recruitment), corporate websites have been the most popular platform for the last few decades (Pfieffelmann et al., 2010; Walker et al., 2011) through facilitating corporate image and branding which differentiated the an organization from its competitors (Cober et al., 2003; Scott and Lane, 2000; Maurer and Liu, 2007; van Birgelen et al., 2008). However, since the inception of social media, the recent studies regarding e-recruitment indicates a declining use of corporate websites and an increase use of social networking sites (SNSs) (Bradwell and Reeves, 2008; Priyadarshini et al., 2017). The logic of such paradigm shift can be described by the features that offered by the SNSs such as connectivity, identity sharing and communication between the job seekers and the employers.

Consequently, the attractiveness for promoting an organization through social media has provided the human resources (HR) professionals to get involved in attracting and recruiting in a more interesting and efficient way than ever before. Recruitment becomes more fascinating for them through head hunting among the vast number of profiles in LinkedIn (Guillory and Hancock, 2012) facilitating them to share their experience of working at an organization leading to upgrade the organizational image and branding which is conductive to attract more competent applicants towards the organization (Ellison, 2007; Henderson and Bowley, 2010).

2.2 LinkedIn as a recruitment tool:

LinkedIn is the only and fastest growing social media having more than 530 million users in around 200 countries worldwide in 2017 (linkedin.com). It is the only social networking platform that is free from the blame of privacy as it a job oriented social networking site (SNS), not a personal sharing platform like Facebook and Twitter. The site is free for all irrespective of job seekers and recruiters. Many organizations have also accounts at LinkedIn that advertise job openings, share job related information and training and workshop information. In fact, according to various surveys, LinkedIn is comprehensively used in recruitment and selection (Roulin and Levashina, 2018). It has been revealed that over 40% of job seekers use LinkedIn to search and find jobs through this SNS (Collmus, et al., 2016), whereas 94% of hiring managers use it for recruitment (Guilfoyle et al., 2016) and 85% for selection purposes respectively (Kluemper et al, 2016). In addition to its free version, LinkedIn offers organizations a range of fee-based recruitment solutions enabling managers to easily find, interact, screen, and select job applicants (Black et al., 2016; Nikolaou, 2014).

LinkedIn offers a range of job related information aimed at job applicants. Users can include and store a number of information regarding them such as education, professional experiences, projects, volunteering or associative activities, skills possessed and/or the computer programs they master (Shields and Levashina, 2016). LinkedIn profiles therefore can be regarded as extended online resumes (Kluemper, 2013; Zide et al., 2014). In addition to those features, LinkedIn offers those features which are similar to other SNSs like connect with other users, join interest groups, publish news/posts or comment on others’ posts and follow organizations (Roulin and Levashina, 2018). Furthermore, unlike other SNSs, users’ posted skills can be endorsed by members of their network and such endorsements become visible on the user's profile while connections can even generate additional skills that users have not listed themselves (Carr, 2016). Moreover, users can request detailed written recommendations from their connections. In summary, LinkedIn profiles include features of traditional resumes, rolodexes, reference checks and recommendation letters (Collmus et al., 2016). It can be termed as complete social blog for the recruiters as well as job candidates.

2.3 LinkedIn and employability: Employers’ perception:

In case of employing through social networking sites, there is still an acute lack of research although the area is getting the attention of the academicians slowly. A study conducted by Cerro et al., 2017 shows that when professional and non-professional recruiters reach their conclusions regarding candidate profiles and assess employability, they base these conclusions on similar aspects of the observable data in the profiles, with the exception of candidates’ social networks. When looking at the LinkedIn profiles, employers usually try to match the profile information with the CV/resume and additionally, try to get any extra information that has been included on the CV/resume. Therefore, LinkedIn is considered as the secondary tool of recruitment rather than the first hand one to consider. The findings of study (Cerro et al, 2017) concluded that candidates are quite aware of how to present themselves on their LinkedIn profiles in order to attract the attention of selection professionals. The logic behind this present-ability can be explained because those having LinkedIn profiles are considered to be more matured and logical with well aware of being professional and presentable. Such finding leads to the assertion that individual branding has not merely become widespread among LinkedIn users, but has also become an elementary part of the development of an individual’s employability. Another study (Casilda, 2016) examined the employability through SNS and found that such recruitments improve selection processes, especially by offering greater efficiency in mass selection processes, when it is highly advantageous to interview only candidates with a high probability of success within the structure of a given organization. LinkedIn serves as a source to provide both greater quality and a larger quantity of information to be applied in recruitment and selection processes.

2.4 Use of LinkedIn among the recruiters and organizations:

As noted earlier, LinkedIn is the only and largest professional SNS in existence so far (DMR, 2016) with over 450 million users around 200 countries worldwide except China, Russia and Iran (Linked, n.d.). Unlike Facebook, LinkedIn is particularly designed for professional networking, recruitment and job seeking (Girard and Fallery, 2010; van Dijck, 2013). In a survey conducted by Bullhorn (2014) on 260000 recruiters, approximately 97% reported using LinkedIn, followed by 21% Twitter and 19% Facebook (Tifferet and Vilnai-Yavetz, 2018). Later, a survey of B2B markets in North America, 94% respondents reported that their organizations used LinkedIn to distribute contents (Content Marketing Institute, 2016). The major motives for using LinkedIn by the recruiting organizations include researching people and organizations (77%), reconnecting with previous colleagues (71%), revealing possible job opportunities (41%), professional networking (39%) and increasing organizational branding (39%) (Breitbarth, 2016).

LinkedIn is a social media that is used almost entirely for building professional relations. It is a professional networking site that has become a widely recognized tool since its launch in 2003. According to its web site, since 2013, professionals are joining LinkedIn at a rate of approximately two new members per second throughout 200 countries (LinkedIn Press Center (n.d.)). Further, it has representation of all Fortune 500 companies since its inception (LinkedIn Press Center (n.d.)). In a recent Society of Human Resource (HR) Management Survey, 95 percent of the 541 HRs professionals surveyed indicated that they used LinkedIn to recruit passive candidates who might not otherwise apply. Beyond LinkedIn, 58 percent reported that they looked at Facebook and 42 percent cited Twitter as a site they frequented for recruitment purposes (Karl and Peluchette, 2013). Further, Ollington et al. (2013) interviewed 25 recruitment specialists in New Zealand, and found that the most popular site used to search and attract job candidates was LinkedIn (90 percent).

2.5 LinkedIn in Bangladesh:

In Bangladesh, the scenario is a bit different. While Facebook is still the leading the social media, LinkedIn is slowly carving its position as a leading professional networking platform. The trend is similar in Bangladesh. Bangladeshi individuals and businesses, young and old, have been using LinkedIn for jobs, recruitment and building networks and the number is growing day by day. According to Bangladesh Telecommunication Regulatory Commission (BTRC) Bangladesh had 4 million active LinkedIn users in 2018 as students, service personnel, businessmen and corporate and business owners.

It should be noted that there is no survey conducted on the perception of passive job seekers regarding the use of LinkedIn to search for opportunity in Bangladesh. As a result there is a lack of research evidence in this area that this study intends to fill a little bit.

3. RESEARCH METHOD:

The research method used for this study is a bit unique. The study used practical observations for revealing the results (employers’ perception of LinkedIn regarding recruitment). First of all, 49 employers/organizations have been selected using convenience sampling who use or have organizational LinkedIn profile. After that the 153 last year graduate students were selected using purposive sampling who are active LinkedIn users and are looking for internship. On the next step, the researchers contacted those 49 employers for paid intern jobs for 153 selected graduate students through their LinkedIn contacts. The recruiting organizations were instructed to recruit the students based on their LinkedIn profile information. Finally, 66 graduate students were recruited by the recruiting organizations/employers for paid intern jobs. After completing the recruitment, the recruiters were requested to fill a small semi-structured questionnaire on the factors they selected the candidates.

After completing the recruitment of intern candidates, the recruiters were provided some factors regarding perceived LinkedIn usability for recruiting candidates. The factors are depicted on the following table:

Table-1: Factors preferred by recruiters for recruitment

Number	Topic	Code
1	Availability of adequate job related information	F1
2	Active networking	F2
3	Number of contacts	F3
4	Skills and expertise endorsed	F4
5	Updated contact information	F5
6	Similarity of information on CV/Resume with LinkedIn	F6
7	Presentability	F7
8	Recommendations	F8
9	Honors and awards	F9
10	Hobbies and interests	F10

The recruiters were asked to give scores 1-10 on the factors provided to them on the basis of selected candidates. In addition, they were asked to provide some logics behind giving higher or lower scores for each factor. The scoring results have been discussed on the next section.

4. FINDINGS AND ANALYSIS OF RESULTS:

Majority of the employers (82%) opined that they prefer a candidate having a job related social networking site (LinkedIn) as an additional tool. It is not the major requirement for recruitment for fresh graduates such as good educational background and skills like IT and networking. Based on the LinkedIn profile information of those 66 successfully recruited candidates, the employers were given 12 factors that are related to LinkedIn profiles and were asked to give scores and logic for giving such scores. After taking the scores against all factors from all the 153 employers, the average score had been calculated against each factor. The scoring results have been highlighted on Table-2:

Table-2: Scores provided by the employers against the factors on LinkedIn profile:

Number	Topic	Code	Scores
1	Availability of adequate job related information	F1	8.5
2	Active networking	F2	6.5
3	Number of contacts	F3	6
4	Skills and expertise endorsed	F4	8
5	Extra-curricular activities	F5	6
6	Similarity of information on CV/Resume with LinkedIn	F6	8
7	Presentability	F7	7
8	Recommendations	F8	7
9	Honors and awards	F9	6.5
10	Hobbies and interests	F10	5.5

It can be observed from table-2 that adequate job relevant information (FI) (8.5) on their LinkedIn profile has got the highest score by the employers followed by information similarity with CV/Resume (F6) (8) and skills and expertise endorsed by others (F4) (8). On the second step of the investigation, the same employers were asked to provide some logics for their given scores against each factor they did give previously. The arguments provided by the employers have been discussed on the following paragraphs on the basis of the scores:

F1: Availability of adequate job related information:

According to the most employers, if they search and recruit based on the social media, the first thing they search is the availability of information on the candidates’ profile. Although, they opined that SNS is not the only criteria bases on they recruit, their priority is to derive as much information possible they can from any source. Such intention is made to reduce the chances of negligent hiring. The employers match the information on their SNSs with resume. As the resume is not enough to get all the information, they prefer LinkedIn with ample job related information that are impossible to get from any sources otherwise. According to Kluemper (2013) it is most important to study LinkedIn as opposed to the other popular social media sites as it is more like an expanded resume and is used for the explicit purpose of connecting professionally, including that of recruitment and selection. As there is no Since applicants are aware that LinkedIn is used for work-related purposes, we purport that privacy issues are less of a concern as they are for other social media sites. In addition, Davison et al. (2011) put forth the notion that information provided on LinkedIn may be more accurate than other web pages since peers and former work colleagues can verify one’s entries. Since applicants are already aware that those information they provide at LinkedIn profile can only be used for job purposes, they have fewer tendency to provide wrong information. Consistently, the participants in this study, believe that the information they get through profiles are true and they emphasized to have as much information as possible from the applicants.

F2: Similarity of information on CV/Resume with LinkedIn:

They next factor the employers in this study deemed as important was the similarity between the provided information on their resume and with the information on their LinkedIn profiles. The employers, according to them, want to know if the candidates had provided the right information on their CVs/Resumes. In order to conduct that investigation, LinkedIn is the most dependable source of information for them. In this study those candidates got preference in getting the intern jobs who had most similarities between their resumes and LinkedIn information such as education, skills, interests etc.

F3: Skills and expertise endorsed:

According to Kluemper et al. (2012) it can be well demonstrated how personality inferences via social media sites could be judged accurately and related to job performance. Since the candidates in this study were fresh graduates, they did not have any previous experience. The employers who participated in this study, therefore, looked for skills and expertise endorsed by others in their profiles. According to the employers, it is reasonable to believe that a candidate has moderate skills and expertise if those are endorsed by other frequently.

F4: Presentability:

Presentabilty indicates the personality of a candidate and can be judged by his/her likes, sharing and comments. The employers think that presentability is a key factor for candidates as this will determine how he/she will lead the team or represent the company to the internal and external shareholders when they achieve key positions. This factor ranked 4^th jointly with recommendations having got 7. The result is consistent with Roulin and Bangerter (2013) indicating that recruiters use job seekers’ self-presentation signals in online communities to infer characteristics that are predictive of person-organization ﬁt and person-job ﬁt for hiring recommendations (Chiang and Suen, 2015).

F5 Recommendations:

Recommendations in this study indicate the hiring recommendation for a candidate made by the professionals attached to his/her LinkedIn network profile. The employers consider such recommendations important as those are made by some other professionals indicating that they know the candidate and his/her background, education, skills, experience and other characteristics. Such recommendations are like giving a character certificate by and guarantee by the professionals which might be rechecked before by contacting them (the recommenders) personally.

F6 Active networking:

LinkedIn is regarded a job related social blog where many information can be shared, exchanged, liked and commented. Such interactions make help to create a large pool of similar minded professionals that can help a user and an organization to achieve goals and so other benefits. In the present corporate environment, networking is considered as an additional skill for a job seeker and even for organizations. This factor achieved 6.5 out of 10 by the employers participated in this study.

F7 Honors and awards:

Different honors and awards received by the candidate such as prizes in competitions, awards received from the local or state agencies or honorary certificates received by the candidates seemed to be important achievement for a candidate and a logical person posts those honors or achievements in his/her SNS profile and add to CVs/resumes. Such honors and achievements are considered ad the indicators of the pro-activeness, IQ and decision making capabilities in a challenging circumstances. This factor got 6.5 out of 10 too like the previous one.

F8 Number of contacts:

As a job related SNS, LinkedIn users are perceived to be connected with the similar minded professionals that help their career grow. Employers also consider these types of professional contacts important getting information and creating connectivity to a greater network. Therefore, the more contacts candidates have, the bigger is his/her professional network. The employers in this study put the importance on this issue in recruiting candidates at a middle range of score (6).

F9 Extra-curricular activities:

Extra-curricular activities indicate social work, volunteer community activities, participating at non-government or non-profit projects that are important to make a positive image for a candidate. Although these activities are not directly connected to a job or professional career journey, they are important indicators for judging a candidate’s personality and image. The employers provided 6 out 10 for this factor like the last one.

F10 Hobbies and interests:

As a factor to indicate employers’ perception regarding candidates’ employability on LinkedIn, hobbies and interest were ranked 10 by getting 5.5 out of 10. It indicates that 55% employers (more than half) consider this factor important to judge a candidate’s interests, aptitude and taste. According to them, hobbies and interest are the indicators or creativity and innovation making a candidate judgable if he/she is creative and innovative and can take the challenging decision in times of necessity and according to the need of the organization.

There are two types of users of LinkedIn as a job related SNS: the job seekers and employers. This study involved both of the parties but relied on the employers in order to judge their perception towards LinkedIn as a recruitment tool.

5. RATIONALE AND JUSTIFICATION OF THE STUDY:

Although a good number of studies have been conducted on the SNSs and recruitment, only a handful of them focused on LinkedIn. Especially, the perception of employers regarding LinkedIn as a job recruitment platform is very limited. Moreover, such studies were conducted mostly on developed countries. As the eighth largest country in the world (Bangladesh), there is a acute necessity of research on the LinkedIn’s role of recruitment to be conducted on this labor abundant source. This paper is the first attempt to fill that gap.

6. LIMITATIONS AND FURTHER SCOPE OF STUDY:

The study has a number of limitations in this study. First, it was conducted only in one country. A wider research boundary and more participants might give some more representative results. Second, the study considered only fresh graduate candidates without any experience. It would be more interesting to observe the results conducted on the LinkedIn’s role on both employed and unemployed. Third, an elaborate study conducted through field level survey with larger participants might have provided more interesting results. The authors expect that such gaps would be fulfilled in further studies to be conducted.

7. CONCLUDING COMMENTS:

Social networking sites are the gifts of science and technology. We cannot avoid these but we can make the best out of them. It can be expected that there will be more to come according to our needs and tastes. A job platform such as LinkedIn can be better utilized by the job seekers with utmost care and attention. Particularly job seekers who cannot afford to apply for a better job through formal way due to time limitations and a lack of experience, LinkedIn may be the best alternative for them. In addition, the site provides many job related information that are very helpful for the professional and career development. To conclude, LinkedIn can be considered as a valuable gift for the passive job seekers in their career ladder.

To conclude, it is obvious that LinkedIn is a widely used job related social networking site and it is expected to grow as a selection tool in the workforce in coming time. However, utilizing LinkedIn instead of the traditional resume completely might be problematic at least in the beginning. Further, using LinkedIn as a selection tool might lead to legal issues. Similarly, LinkedIn has non-work-related components that could bias decision making (e.g. photograph, personal interests and personal information). On a final note, we emphasize that using LinkedIn as a selection tool is a rapidly burgeoning practice, though it is severely under-researched. We hope our investigative study will place the foundation for future experimental research in this particular sphere.

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Received on 23.10.2019 Modified on 14.11.2019

Asian Journal of Management. 2020; 11(1):54-60.

DOI: 10.5958/2321-5763.2020.00010.4