The influence of social networks on the recruitment process in tourism and catering enterprises

Abstract

The continuous striving to secure a competitive advantage in a dynamic and changing global space is increasingly shifting towards the labor market. To attract potential and retain qualified staff, tourism and hospitality organizations allocate significantly more funds and time to the task than previously. In this context, the use of social networks is viewed from two diametrically opposed platforms: ever more employers visit social networks to obtain additional information on candidates; while viewed from the perspective of potential candidates, their intention to get to know the employer, its image and reputation corresponds with their decision on whether or not they will be applying for a vacancy. The aim of the research is to determine the connection between the methods of the human resources recruitment process for managerial positions, technical/professional jobs and for interns, and the social networks where they advertise those vacancies. Five social networks were taken into account: Facebook, Twitter, LinkedIn, YouTube and Instagram. The research was conducted within the Republic of Serbia from May 1 to June 30, 2021, and the sample included 133 respondents.