A Multigroup Analysis of Active and Passive Job Seekers Using Social Media

Abstract

Despite rapid proliferation of social media, not much is understood about its usage behaviour in job search. This study (n = 517) examines the impact of information provisioning (IP), perceived image (IM) and perceived trendiness (TR) on intention to use social media in job search (IU), and subsequently its actual use (AU) using structural equation modelling (SEM). The study further investigates through multigroup analysis the role of type of job seeker as a moderating variable, with active and passive job seekers as two different cohorts. The study offers the following key insights: (a) for job seekers IP, IM and TR influence IU which has cascading impact on AU; (b) IP is the most important determinant of IU; (c) for active job seekers, IP and TR are key determinants of IU; (d) for passive job seekers, IP and IM are key determinants of IU; (e) active vis-à-vis passive job search moderates the influence of IP and IM on IU; (f) however, the relationships between TR and IU, and between IU and AU are not moderated by active vs passive job search. The study offers new perspectives in recruitment and enhances the employer understanding of social media usage of different types of job seekers.