Abstract
This study’s purpose and strategies are to unwrap factors for the adoption of digital marketing strategies in the success of e-recruitment in Bangladesh. It also focuses on organizational perception, brand value, candidate and employer e- recruitment decisions in Bangladesh. In order to achieve the research objectives, a quantitative research has been done. A total of 138 human resource professionals from eleven prestigious job sectors in Bangladesh were contacted to participate in this study’s survey. To conduct the research, a structured questionnaire was used. The collected data was analyzed using statistical analysis. Statistical tests like, descriptive analysis, reliability correlations, factor analysis and regression test were used to pursue the objective of analysis. The result has proved that adoption of digital marketing has significant impact on e- recruitment effectiveness. This study has practical implications for especially human resource departments and marketing managers and, such as the implementation of an integrated digital marketing and communication strategy with successful HR e-recruitment. This research incorporates digital marketing insights into well-established HRM fields.
Highlights
With the rapid advancement of information technology (IT) and the internet, the way HR functions are carried out is no longer the same as it once was
McKinsey (2012) reported in 2012 that 70% of organizations were regularly utilizing some form of social media for business viability
It is hoped and anticipated that this preliminary and empirical study on this priority sector will be very useful for managers and other stakeholders in carrying out the necessary e- recruitment practices with the help of digital marketing
Summary
With the rapid advancement of IT and the internet, the way HR functions are carried out is no longer the same as it once was. Human capital is one of the most valuable competitive advantages that companies can develop and maintain in today's business. The internet has changed the way consumers interact with brands. It is changing the economics of marketing and rendering many of the function's traditional strategies and structures obsolete. Digital marketing has become one of the most important focus areas for businesses all over the world. It began as a means of communication and has evolved into another source of additional revenue but, more importantly, as a means of developing and maintaining long-term relationships with the various market participants. Interactivity, as the primary feature of the Internet, has enabled a new level of connectivity among all market participants. (Batinić, 2015)
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