Facebook guide to attract and recruit generation Y graduates.
Lim, Joyce Wen Qin.
Sia, Samuel Yujian.
Wibisono, Aprilia Mona.
Date of Issue2012
College of Business (Nanyang Business School)
In recent years, companies can be seen establishing their presence on social media for marketing purposes, and increasingly for recruitment as well. This study seeks to enhance companies’ recruitment efforts in social media, in particular Facebook, through the exploration of job seekers’ perceptions obtained from questionnaire results and a focus group interview. This paper focuses on Generation Y job seekers as they represent the bulk of the workforce in the near future. Data for the questionnaire was collected from 203 respondents and 8 participants took part in the focus group interview. Findings established ways in which Facebook pages can be both informative and attractive to Generation Y. In particular, Generation Y graduates selected some forms of content (i.e. ‘Company background information’ and ‘Employees’ testimonials’) and features (i.e. ‘Photos’, ‘Wall posts’ and ‘Frequently asked questions’) as essential for Facebook pages to be useful in their job search process, and this selection was consistent across universities, birth year and specialisations . The feature, ‘Wall posts’, was also found to be useful to convey most forms of content. Recommendations to improve companies’ Facebook pages are organised into a guide for easy reference. The paper would be useful to companies who are considering using Facebook to attract and recruit Generation Y graduates and to companies with some existing presence on Facebook to evaluate and modify their pages.
Final Year Project (FYP)
Nanyang Technological University