Extending Social Media Recruiting Technology (eSMART) Technology Acceptance Model for Pakistani Organizations

Abstract

Social networking websites have gained popularity and prominence in almost all fields of life during the recent decades. Although, the extent of research is available on social media technology but that research is missing its strength in the relationship of social networking websites and employee recruitment. The review of data revealed that only few studies have focused the description of implementation of technology for the purpose of human resource management especially in the case of employee recruitment. It is a matter of fact that use of social media technologies in recruitment process is gradually increasing but the academic researchers have not well described this method. In the context of Pakistan, it is important to understand the acceptance process to get an overview of the gaps existing in the diffusion of these technologies in organizations as compared to other developed countries. This study fills the gap theoretically and empirically by extending Social Media Recruiting Technology (SMART) acceptance model through investigation of important technological factors and personality characteristics that help in accepting this technology, and also through exploring the impact of social media recruiting technology acceptance on social media recruiting technology outcomes to meet the recruitment objectives. This study further examines the role of management support as moderator between the relationship of intention to adopt SMART and SMART acceptance. In developing conceptual model and explaining relationships among variables, following are the underpinning theories: theory of reasoned action, theory of diffusion of innovations, theory of planned behaviour, decomposed theory of planned behaviour, technology acceptance model, technology acceptance model 2, technology acceptance model 3, unified theory of acceptance and use of technology, extended unified theory of acceptance and use of technology and task technology fit. In this study, the research design has determined as mixed methods sequential exploratory study (qual- QUAN). For qualitative portion of the study, data were collected through interviews by following purposive sampling technique. Thirteen interviewees provided appointment and interviews were scheduled according to the convenience and ease of interviewees regarding date, time and venue. For quantitative data collection, online link of web based survey was forwarded through companies‘ / managers‘ email addresses and a hard copy of survey form was also posted on companies‘ physical addresses. Based on analysis techniques adopted in SEM related studies and suggestions of different researchers the sample size set for this study was 340-395. The sampling frame was set 4418 and the lists of Pakistani companies presenting different domains were acquired from Karachi Stock Exchange and Lahore Chamber of Commerce. However, 589 entries were found correct and utilized for data entry and response rate of the study was 30.1 percent. Results showed that factors of Extended UTAUT, TTF and recruiter‘s characteristics have significant impact on intention to adopt SMART except agreeableness, extroversion, neuroticism and conscientiousness, also intention to adopt SMART has significant impact on SMART acceptance and SMART acceptance has significant impact on SMART outcomes. This is the first ever mixed method study in the field of SMART which represented Extended Social Media Recruiting Technology (eSMART) acceptance model for Pakistani organizations. However, results also indicated that management support itself has significant impact as a predictor of SMART acceptance but as a moderator it was not found positively significant over the relationship of intention to adopt SMART and SMART acceptance. This study has made considerable and substantial contribution in the field of human resource management and information technology in both theoretical and practical manners. This study has opened new doors for improvement and extension in recruitment strategy and process, instead of straightforward recruitment practices. At the same time, it is a positive move towards the progressive expansion of use of information technology. Due to the prescribed scope of the study, eSMART acceptance model is evaluated in terms of pre-hire outcomes and the evaluation of post-hire outcomes is recommended for future research.