The role of social media in modern HR recruitment strategies: A study of Zenith Bank in Kaduna State
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Background of the Study
Social media has transformed human resource (HR) recruitment by providing platforms for talent identification, engagement, and acquisition. Platforms such as LinkedIn, Facebook, and Twitter allow organizations to reach a broader pool of candidates while fostering interactive communication (Eze & Nwachukwu, 2023). The banking industry, known for its dynamic workforce needs, increasingly leverages social media to attract top talent, enhance employer branding, and streamline recruitment processes.
Zenith Bank, a leader in Nigeria’s banking sector, utilizes social media as part of its HR recruitment strategies in Kaduna State. The use of social media has enabled the bank to identify skilled professionals, engage passive candidates, and promote job opportunities in a cost-effective manner. However, challenges such as information overload, candidate authenticity, and managing public perceptions remain significant hurdles (Ibrahim & Olayemi, 2024).
Modern recruitment strategies must align with technological advancements and candidate preferences. Social media offers unique advantages, such as targeting specific demographics, but its effectiveness depends on the organization’s ability to implement strategic and ethical practices. This study explores the role of social media in Zenith Bank’s recruitment strategies, focusing on its benefits, challenges, and impact on recruitment outcomes.
Statement of the Problem
While social media has revolutionized HR recruitment, its integration into Zenith Bank’s recruitment strategies in Kaduna State faces significant challenges. Issues such as the credibility of online profiles, data privacy concerns, and the potential for bias in online interactions hinder the full potential of social media in recruitment (Okon & Yusuf, 2024).
Additionally, the overreliance on social media may exclude candidates who lack digital access or proficiency, thereby limiting the diversity of the talent pool. As competition for top talent intensifies, Zenith Bank must optimize its social media strategies to address these challenges and enhance recruitment efficiency.
Objectives of the Study
- To examine the role of social media in Zenith Bank’s HR recruitment strategies in Kaduna State.
- To identify the challenges associated with using social media for recruitment at Zenith Bank.
- To recommend strategies for optimizing social media use in HR recruitment at Zenith Bank.
Research Questions
- How does social media contribute to Zenith Bank’s HR recruitment strategies in Kaduna State?
- What challenges are associated with using social media for recruitment at Zenith Bank?
- What strategies can enhance the effectiveness of social media in HR recruitment at Zenith Bank?
Research Hypotheses
- Social media significantly enhances Zenith Bank’s recruitment strategies in Kaduna State.
- Challenges in social media use negatively impact recruitment outcomes.
- Optimized social media strategies improve recruitment efficiency and candidate quality.
Scope and Limitations of the Study
The study focuses on the use of social media in HR recruitment at Zenith Bank’s Kaduna State branch. The findings may not be generalizable to other branches or industries. Additionally, the study relies on qualitative and quantitative data from bank employees and applicants, which may be subject to bias or limited scope.
Definitions of Terms
- Social Media: Online platforms used for communication, networking, and content sharing, such as LinkedIn and Facebook.
- HR Recruitment Strategies: Organizational approaches to attracting, selecting, and onboarding talent.
- Employer Branding: The process of promoting an organization as an employer of choice to attract and retain top talent.
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