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Peer-reviewed academic journal
Innovative Issues and Approaches in 
Social Sciences
IIASS – VOL. 11, NO. 2, MAY 2018
Innovative Issues and Approaches in Social Sciences
 
  | 2  
Innovative Issues and Approaches in Social Sciences  
 
IIASS is a double blind peer review academic journal published 3 times 
yearly (January, May, September) covering different social sciences: 
political science, sociology, economy, public administration, law, 
management, communication science, psychology and education. 
 
IIASS has started as a SIdip – Slovenian Association for Innovative 
Political Science journal and is now being published in the name of 
CEOs d.o.o. by Zalozba Vega (publishing house).  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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headlines were typeset in 14 pt. Arial, Bold 
 
Abstracting and Indexing services 
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International, DOAJ. 
 
Publication Data: 
CEOs d.o.o.  
 
Innovative issues and approaches in social sciences
 
 
ISSN 1855-0541 
 
Additional information: www.iiass.com  
Innovative Issues and Approaches in Social Sciences, Vol. 11, No. 2 
 
  | 138 
NEW MEDIA AND RECRUITMENT  
Anita Maharani1 
Abstract 
The purpose of this article is to give an overview of how recruitment 
process as in part of human resource management shifts, from 
traditionally paper use to digital. This article delivers knowledge on how 
new media plays important role in the organization, especially in terms of 
human resource management. Recruitment is one of human resource 
management activity, and along with that, it will be followed by a 
selection. However, by using new media and in this case, is through 
social media networks, a corporation or an organization will safes time 
and reach more potential talented.  
 
Keywords: new, media, recruitment, social, media 
 
DOI: http://dx.doi.org/10.12959/issn.1855-0541.IIASS-2018-no2-art8 
 
Introduction 
If we talked about recruitment, then we would need to understand what 
lies behind the word of recruitment. recruitment is the process through 
which the organization seeks applicants for potential employment, and 
as a process it would be followed by selection (Noe, Hollenbeck, 
Gerhart, & Wright, 2016), that according to Noe et al (2016) is the 
process by which the organization attempts to identify applicants with 
the necessary knowledge, skills, abilities and other characteristics that 
will help the organization achieve its goals. Therefore, it can be 
concluded, that organization will receive "benefit" if successful in finding 
the right employee through recruitment and selection process since the 
right employee will bring their knowledge, skills, and abilities (or others) 
that beneficial for organization's goal. 
 
It is the labor force. Labor force, according to Mathis and Jackson may 
be defined as a group of external supply where the organization would 
find and use it to get their employee (Mathis & Jackson, 2006). 
According to Mathis et al (2006) the components of the labor force, in a 
wider sense, we may call it as labor force population. However, in order 
                                               
1 Anita Maharani, Bina Nusantara University, Indonesia (anita.maharani@binus.ac.id) 
Innovative Issues and Approaches in Social Sciences, Vol. 11, No. 2 
 
  | 139 
to understand where exactly recruitment may be done, sources of 
information from existing employees might be considered as Words of 
Mouth (WOM). In a classic way, recruitment strategies might be done by 
using newspaper's ad, College or University's news board, Words of 
Mouth (WOM). Although these strategies can be considered a classic, it 
is still used during nowadays. 
 
Human resource management (HRM) is designed management systems 
to ensure that human talent is used effectively and efficiently to 
accomplish organizational goals (Mathis and Jackson, 2008). Therefore, 
HRM has a role of administrative that is oriented to process data's and 
record keeping of talents. However, according to Mathis and Jackson 
(2008), there is a shift driving the transformation of an administrative 
role, they are the use of technology and outsourcing. Why technology? 
According to the same source, technology has transform HR, in order to 
improve the administrative efficiency of HR and the responsiveness of 
HR, to fulfill the need for employees and managers. That is what more 
HR functions are becoming available electronically or are being done on 
the Internet. The benefit of using the Internet, are reducing the amount 
of HR administrative time and staff that needed for positions. 
 
In an article published in Information Week on 2007, titled New Media 
Strategies at Work, mentioned that businesses incorporating rich media 
applications, includes: recruitment, marketing communication, internal 
communication, business interaction, training and customer instruction 
(Information Week, 2007). Companies are using new technology for 
internal communication (Tansiri, 2007). What comes interesting 
according to InformationWeek (2007), is that business through their 
Human Resource Department use sites as we all know today, such as 
Facebook, MySpace, and LinkedIn. The objective here is to identify what 
they think might describe potentiality of employees and advertise for 
prospects.  
  
People or human resource nowadays is treated as part of the capital 
assets of the firm, that is why we have to define the word of human 
resource. The Human Resources Glossary (Tracey, 2004) defines 
Human Resources as "the people that staff and operate an 
organization"; and human Resources is also the organizational function 
that deals with the people and issues related to people such as 
compensation, hiring, performance management, and training. Tracey 
(2004) conclude that a Human Resource is a single person or employee 
within an organization. Human Resource management, itself is a body of 
knowledge and a set of practices that define the nature of work and 
regulate the employment relations., therefore they cover five functional 
Innovative Issues and Approaches in Social Sciences, Vol. 11, No. 2 
 
  | 140 
areas, as follows: 1) staffing, 2) rewards, the objective is to design and 
administer the reward system, 3) employee development, 4) employee 
maintenance, 5) employment relations (Mathis and Jackson, 2008). 
  
Lister, Dovey, Giddings, Grant dan Kelly (2009) noted there are some 
main terms in discourses about new media, as follows, digital, 
interactive, hypertextual, virtual, networked and sim ulated. 
Moreover, new media, according to Lister et al (2009) refers to the 
following 1) new textual experiences, meaning the new kinds of genre 
and textual form, entertainment, pleasure and patterns of media 
consumption (computer games, simulations, special effects cinema), 2) 
new way of representing the world, meaning the media which, in ways 
that are not always clearly defined, offer new representational 
possibilities and experiences (immersive virtual environments, screen 
based interactive multimedia), 3) new relationships between subjects 
(users and consumers) and media technologies, meaning that the 
changes in the use and reception of image and communication media in 
everyday life and in the meaning that are invested in media 
technologies, 4) new experiences of the relations between embodiment, 
identity and community, meaning the shifts in the personal and social 
experience of time, space, and place (on both local and global scales) 
which have implications for the ways in which we experience ourselves 
and our place in the world, 5) new conceptions of the biological body's 
relationship to technological media, meaning that the challengers to 
received distinctions between the human and the artificial, nature and 
technology, body and media as technological prostheses, the real and 
the virtual, 6) new patterns of organization and production, meaning that 
the wider realignments and integrations in media culture, industry, 
economy, access, ownership, control and regulation. According to Beal 
(2018), a generic term for the many different forms of electronic 
communication that are made possible through the use of computer 
technology.  
 
We understand that old media forms are knows as follows, printed 
newspapers, magazines, brochures, or even posters; and new media 
are: websites, or anything that uses internet, or integrate between old 
media and intenet data. The Social media, as new media, will ultimately 
change how HR recruits, and it is changing the entire talent marketplace. 
How would social media work as one of the recruitment options, Black 
(2010) mentioned that for a case like LinkedIn, Facebook and Twitter, 
those three well known social media have over that 535 million 
combined users, therefore there is a big opportunity for a company to 
find their new talent. However, there are top three social media networks 
that influential for job seeker even for an employer (Schawbel, 2012): 1) 
Innovative Issues and Approaches in Social Sciences, Vol. 11, No. 2 
 
  | 141 
LinkedIn, 2) Facebook, 3) Twitter. Further, although it seems to offer a 
bright new perspective, the using of social media networks may fall to 
potential risks. As quoted from Segal (2014) that employers, use social 
media networks when hiring, in fact for two ways, they are 1) to recruit 
candidates by publicizing job openings and 2) to conduct background 
checks to confirm a candidate's qualifications for a position. Therefore, it 
should be noted that both employer and talent future employee should 
aware that, social media networks have the limit in bringing the fact to 
readers, it might contain unnecessary information, as some people still 
treat social media as their "other side".  
 
Which company trigger social media networks for recruitment. Tracing 
back some evidence, E & Y might be one of the well-known accounting 
firms who utilize it. Early 2006, Facebook introduced the first version, 
known now as "Brand Page" (Yewell, 2014). A Brand Page, that recently 
transforms to Facebook Business, is a page place in Facebook, 
technically attached to the personal profile, but it can be used to promote 
business, brand or cause (Cannon, 2017). During the year of 2007, 
there is a fact that Ernst & Young hires more than 5,500 college students 
and recent graduates a year for internships and entry-level career 
opportunities, as a start it happened in North America (Rothberg, 2007). 
Rothberg also stated that instead of leaving the old tradition of recruiting 
efforts such as on-campus recruiting, employee referrals and place an 
advertising on job boards and other media, E & Y paid an undisclosed 
fee for the use of social networking site and has a page on Facebook, 
exclusively for recruitment purposes. What has been gone through E & 
Y triggered the possibility of challenge recruitment through new media? 
However, further updates, there are many other 
organization/corporations that utilize social media, not just limited to 
Facebook in order to attract talent to drop their CV's in. 
 
Conclusion 
New media, one of which is the social media can be used as one of the 
options in the current era. Especially, since the development of 
information technology more quickly, and changes the behavior of 
people who are getting used to using social media. One of the social 
media that can be used is Facebook, though there are other social 
media that can be used by the company. That needs to be examined 
more got next on the next study is testing is the influence of the use of 
the new media on the outcome of labor recruitment. 
 
 
 
 
Innovative Issues and Approaches in Social Sciences, Vol. 11, No. 2 
 
  | 142 
Resources 
Black, T. (2010). How to Use Social Media as a Recruiting Tool. 
Retrieved January 3, 2018, from 
https://www.inc.com/guides/2010/04/social-media-recruiting.html 
Beal, V. (n.d.). New Media. Retrieved January 3, 2017, from 
https://www.webopedia.com/TERM/N/new_media.html 
Cannon, T. (2017). How to Build a Facebook Page for Business: A 
Guide for Beginners. Retrieved January 3, 2018, from 
https://www.socialmediaexaminer.com/how-to-build-a-facebook-page-
for-business-a-guide-for-beginners/ 
Casison-Tansiri, J. (2007). Web 2.0, Meet HR. Incentive, 181(2), 8. 
Lister, M., Dovey, J., Giddings, S., Grant, I., & Kelly, K. (2009). New 
Media (2nd ed.). Routledge. 
Mathis, R. L., & Jackson, J. H. (2006). Human Resource Management 
(11th ed.). Thomson/South-Western. 
Mathis, R. L., & Jackson, J. H. (2008). Human Resource Management: 
Essential Perspectives (5th ed.). Cengage Learning. 
Anonymous. (2007). New Media Strategies At Work. InformationWeek, 
(1158), pp. 52–52. 
Noe, R. A., Hollenbeck, J. R., Gerhart, B., & Wright, P. M. (2016). 
Fundamentals of Human Resource Management (6th ed.). New York: 
McGraw-Hill Education. 
Rothberg, S. (2007). Ernst & Young Becomes First Employer to Use 
Facebook. Retrieved January 3, 2018, from 
https://www.collegerecruiter.com/blog/2007/01/09/ernst-young-
becomes-first-employer-to-use-facebook/ 
Schawbel, D. (2012). How Recruiters Use Social Networks to Make 
Hiring Decisions Now. Retrieved from 
http://business.time.com/2012/07/09/how-recruiters-use-social-
networks-to-make-hiring-decisions-now/ 
Segal, J. A. (2014). Social Media Use in Hiring: Assessing the Risks. 
Retrieved January 3, 2018, from https://des-
edit.shrm.org/publications/hrmagazine/editorialcontent/2014/0914/pag
es/0914-social-media-hiring.aspx#sthash.QZdELBnh.dpuf 
Tracey, W. R. (2004). The Human Resources Glossary: The Complete 
Desk Reference for HR Executives, Managers, and Practitioners (3rd 
ed.). CRC Press. Retrieved from https://www.amazon.com/Human-
Resources-Glossary-Third-Practitioners/dp/1574443518 
Yewell, P. (2014). Social Recruiting: How Ernst & Young Paved the 
Way. Retrieved January 3, 2018, from 
https://www.smartrecruiters.com/blog/social-recruiting-how-ernst-
young-paved-the-way/ 
 
 


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