An empirical study on recruitment and selection process with reference to

Private Universities in Uttarakhand

Roma Tripathi*
*Assistant Professor, School of Management, IMS Unison University, Dehradun (Uttarakhand), India
Email: [email protected]
Contact No: 7895907326

Abstract

This study throws light upon various sources of recruitment and selection processes in selected
private universities. The main purpose of the study is to identify the probable area of
improvement for the next generation to make recruitment and selection practices more efficient.
The recruitment and selection process is the foremost pillar of success in any organization.
Thus, every business must seek to improve the quality of its workforce. To get the best human
resource, an efficient and well planned strategy is required at the workplace. Nowadays,
technical advances are being made in the field of human resource with time and slowly the
traditional sources of human resource are being replaced by new and technically enhanced
sources and methods of recruitment and selection processes. Therefore, recruitment process in
an organization must be effective to attract the best talent. The primary data for this study has
been collected through a structured questionnaire and convenience sampling method was used.
The sample size was 150. Limitations and scope for future work have also been discussed in the
study. This study provides several theoretical and managerial implications to the practitioners
for the next generation. The inferences depict that many private universities make use of social
media platforms like Facebook, LinkedIn, Glassdoor, Skype (Video conferencing) etc. as a
recruiting tool and it has become a valuable instrument for employers in the hiring process as
well as jobseekers. It is via all these social media maneuvers that recruiters are able to manifold
the probability of identifying suitable recruits by reaching out to a bigger pool of potential
applicants. In this paper, an attempt has been made to understand the advancing recruitment and
selection (staffing) process in the private universities and offer a recommendation for the same.

Key words: Recruitment, Selection, Human resource, Manpower planning, Private

Universities, Social Media.
1. Introduction

In the modern world, explicit social media avenues and social networking sites have enabled
people to cooperate in ways which was not witnessed by the previous generations. Faculty and
staff at a university are able to broadcast information about upcoming events, deadlines, or
opportunities for their colleagues and followers to participate in. Without ever needing a
physical presence, the whole university community can communicate with one another.

Social media based recruitment is certainly on the rise, as it is a process of sourcing or

hiring candidates through the use of social platforms as promotional channels by private
universities’ employers. With the advent of social media sites such as LinkedIn, Facebook and
Twitter, recruitment procedures have been significantly transformed. Social media tools and
social networking sites have revolutionized communication methods, both privately and
increasingly, at work.

Today, private university campuses’ career and placement offices use social recruiting
since social media is familiar to and often embraced by students and graduates as a job
searching medium. According to Mr. Manoj Biswas, HR lead, Accenture India, (2012),
“opposed to popular opinion, social media is a platform where an employer can seek candidates,
irrespective of the nature of the job.” Recruiting through social networking websites is more
economical as compared to conventional forms of hiring that include placement consultants,
posting advertisements in different forms of media and participation in job fairs, and waiting for
potential candidates to appear before them.
Recruitment and selection is one of the foremost parts of human resource
management. It is conducted to get the right person for the right place at the right time at an
organization. Recently there has been a significant increase in the use of internet to recruit and
select people (Hopkins and Markham, 2003). Various research evidences show that online
recruitments have become an easy way to save cost and valuable time of firms (Hart, Doherty &
Ellis Chadwick, 2000). If observed through a human resource lens, effective plans of action that
are used in recruitment and selection processes are of primary importance, since recruitment and
selection strategies are the main methods of filtering extraordinary talent from the existing pool
of applicants.
Retention of employees is governed by better recruitment and it is a process of
bringing people and organization together to meet their common goals. Manpower planning and
recruitment not only involves strategies, but it also blends together many thought processes and
multifaceted challenges.
 Education is the only service through which a person’s life can be reformed. In case of
universities they provide higher levels of education to the student which is one kind of service.
So, it plays a crucial role in a student’s life. A university can’t give quality education to its
students without an efficient and effective workforce. An effective and efficient workforce has
to be secured by the university through successful recruitment and selection processes.
Recruitment is closely followed by a selection process of the candidates where they are
screened for choosing the most suitable person for vacant positions. It is usually through various
interviews and tests. Selection is perceived as a negative process as it involves rejection of the
unsuitable candidates. Selection results into the establishment of contract of service between the
employer and the selected employee. So, this process needs to be very robust.
Srikrishna (2012) investigates and shows that how social networking sites have become
an integral part of our lives. It has helped not only to build personalized online connections but
also helped us in enhancing our employer branding quotient. Not just friendships but
professional relationships on a wider canvas have become easy to cultivate. From the viewpoint
of the employer, social media has become a great stage to communicate their valued suggestions
as an employer quite effectively because it becomes a tool for masses.
“Social media platforms have emerged as a very important element in building the
employer brand. From building rich talent pools and communities, connecting with potential
employees, to finding effective ways to interact with ‘passive’ candidates, social media is doing
all this and more. The sheer speed and interconnections of these platforms augments the
bandwidth of reach in terms of potential candidates,”
Social media also helps to overcome various shortcomings of candidates on their
personal fronts. For instance, any candidate who is shy to present him or her in front of the
panel right away can overcome his personal shortcomings via social media. Shyness may not be
a desirable trait or attribute that is expected from a potential candidate, but through social media
this personal boundary can be leaped over.
The remainder of the paper is organized as follows. Section 2 discusses relevant
literature to identify the various advancing sources of staffing and selection process in the
private universities in Uttarakhand. Section 3 describes the methodology. Section 4 discusses
the results and analysis part of this paper. Section 5 discusses the conclusions of the study.
Finally, limitations and scope for future work are presented in Section 6.
2. Literature Review

Recruitment is the process of generating a pool of competent individuals to apply for

employment within an organization. The overall aim of recruitment and selection within the
organization is to obtain the number and quality of employees that are required to satisfy the
strategic objectives of the organization at minimal cost (Ofori and Aryeetey, 2011). Nowadays,
recruitment agents and companies have moved much of their recruitment process online so as to
improve the speed by which candidates can be matched with live vacancies.

Bennett (1994) defines recruitment as the drafting or modification of an accurate job

requirement for a vacant position, outlining its major and minor responsibilities, the skills,
experience and qualification needed, grade and level of pay, starting date, whether temporary or
permanent, and particulars of any special conditions attached to the job. In addition, he also
defines selection as ‘matching the requirements of a job with the attributes of candidate’. This
means drafting a person’s specification: defining the background of the person, education,
training, personality and other distinctiveness of the ideal candidate.

According to Samuel and Nyarko (2014), there has been a transformation in the delivery
of transactional HRM from an approach which is “labor intensive” to one which is “technology-
intensive” whereby a large quantity of transactional activities are now delivered using a wide
variety of softwares rather than by HR administrators.

As per Wolmer (2012), a survey conducted by the Society for Human Resource
Management (SHRM), states that a large number of companies make use of social networking
sites, such as Facebook for recruiting and contacting potential applicants. He explains that the
use of Facebook as a recruitment tool goes beyond creating a Facebook page, keeping it up to
date and occasionally interacting with its visitors.

According to Penttila (2009), many cases have come across where candidate have
accounted fake details and information to get the job. This is one of the disadvantages of using
social sites for recruitment and selection process. For hiring managers and even for the
candidates, social media has now become the real time search engine because it is cost saving
and time saving as well. The significant feature for hiring managers through social media is that
you can get all the correct information of the candidate through his/her website profile. One of
the most important reasons for candidates to use the websites is that it is low cost or free to join.
 Hunt (2010) discussed a Career Builder survey that found an increase in employer usage
of social media for recruitment purposes. Within these results, 35 percent of employers reported
using social media to promote their organization, 21 percent to recruit or research potential
employees, and 18 percent to increase their company brand. He pointed out that candidates in
today’s market expected their employers of choice to be online.

According to Vicknair et al., (2010), the positive aspect of hiring via social media
practice is the additional information and skills that can be demonstrated by a candidate that
simply cannot be replicated through paper and pen. Candidates have been offered jobs due to
their social networking profiles that reflected well-roundness, creativity, display of awards, and
just looking like the correct fit.

The problem of accessibility of proper qualified and experienced faculty members is

becoming extremely acute in the private universities. This is simply the issue of demand and
supply because there is no uniform recruitment policy in private universities. Moreover,
increasing recruitment problems of qualified faculty make the turnover issue more critical.

As discussed by Private University, management should look into this (HR practices)
matter because high faculty turnover not only incur financial loss for academic institutions but it
also affects the goodwill of the university through disrupting smooth operations of quality
education. And, in the long run, it may be a big obstacle for recruiting and retaining good
faculty, which in turn, will raise the question of survival of the institution. Good human
resource practices fulfill the psychological contract between employer and employees
(Hellriegel, Slocum and Woodman 1995).

From the view point of Faruqui and Islam (2005), It is widely believed that for a service
industry good human resource practices are must (as compared to manufacturing industry),
because people are the most important asset in the service industry to gain competitive
advantage. In fact, without introducing appropriate human resource management practices in the
organization, survival of the organization would be under a big exclamatory sign!

As Breaugh (2013), discussed that organizations relied on agencies, campus recruitment,

job boards, and print advertisement to reach applicant with the idea that the larger the pool of
candidates, the more selective recruiters could be. However, social media now enabling
recruiters to search for qualified applicants. As recruitment is a dynamic and complex process
that includes advertising a job opening to qualified applicants, enticing them to apply for the
job, maintaining the candidate’s interest throughout the process, and influencing their decisions
until an offer is officially extended. This is a huge change, as in the past, organization found it
very hard to reach an individual if they were not actively seeking employment.

As Vaishali and Shruti (2013) examined in their research paper that the social media
platforms are an effective recruitment tool with a more direct and focused approach in today’s
technologically vibrant age.

The growth of social media makes recruiters change their perceptions of methods and
practical ways of looking for new candidates for jobs. Traditionally, CVs sent by mail or by
recommendation or faxed are now giving ground to social media recruiting. Social network
offers a powerful tool for recruiters to reach a pool of qualified candidates that they might not
otherwise be able to reach. Instead of merely searching for passive candidates via search engine,
it uses social networking and multimedia.

As per Rynes and Barber (1990), in most of the literature the recruitment and selection
are being treated separately while as recruitment and selection are interrelated and
interdependent that has influence to each other. The right selection becomes very difficult if the
recruitment process will not be effective to bring enough pool or applications for any specific
job (Carless, 2007).

Abel (2011) explores that the social networking sites which have become the daily use
sites, are used by organization for broad casting their job posting and job seekers use it for job
searching.

The literature says that employers are doing the traditional method of recruiting rather
than the modern technologies (Schmidt, 1998). On the web, the life cycle of a vacancy is longer
and allows the display of the duration of the advertisement. One of the differences between
social media recruitment and old fashion recruitment has to do with the life cycle of the vacancy
(Valvis, 2005). The consumptions of these sites are constantly developing. Facebook’s rapid
replacement of MySpace shows us how quickly these transformations can occur (Reiners and
Alexander, 2013).
2. Objectives

1. To study the various roles of social media platforms in the recruitment and selection
process.
2. To identify the probable areas of improvement to make recruitment and selection
procedure more effective for next generation.

3. Research Methodology

A questionnaire was developed on the basis of prior literature review and experts’ opinion.
Experts were having more than five years of experience in his/her field. Questionnaire consists
of ten dimensions of recruitment and selection process in private universities. After that data
was collected through questionnaire and convenience sampling method was used. The
questionnaire was carefully designed by considering the parameters of the study. The sample
size was 150 from various levels in three private universities and to different departments. The
private universities chosen were some of the reputed ones in the city of Dehradun, India. The
questionnaire was filled by the employees and based on that data was collected and conclusions
were drawn.
4. Analysis and results

4.1 Sources of recruitment and selection

Recruitment is an essential tool for searching the appropriate candidates for the suitable jobs.
Private Universities follows different modern approaches of recruitment and selection process
which is shown in Table 1. Recruitment and selection process framework is shown in Figure 1.

Table 1: Traditional and Modern Sources

Traditional Sources Modern Sources

Promotion and Advertisements Facebook
Transfers LinkedIn
Employee recommendations Skype (Video conferencing)
Campus recruitment through placement Glassdoor and Twitter
agencies/consultant

4.1.1 Traditional Sources

Promotions and advertisements

Companies offer promotion to existing employees. This saves a lot of time, money and efforts
because the company does not have to train the existing employee. Employee is well-known
with the working culture and functioning style. In addition, the purpose of promotion and
advertisement in the companies is to give an opportunity to the existing candidates to apply for
the promotion. In this, vacancies in a particular department or branch are advertised on the
notice board. People who are interested are can apply for the promotion. The method helps in
obtaining people who are ready to shift to their desired branch or locations.

Transfers
Many companies adopt transfer as a process of recruitment. This concept is followed by the
employers to fulfill the required position where there is scarcity of manpower.

Employee recommendation
In this method employees are asked to recommend people for jobs. Since the employee is
having knowledge of the working conditions within the company he will suggest people who
can adjust to the situation.

Campus recruitments through placement agencies/consultants

When companies search for fresh graduates or new talent then they start selecting the manpower
through campus placement. Campus recruitment process is organized by various placement
agencies for hiring the candidates in the various departments. On behalf of client companies
there are various private consultancy firms who perform recruitment function by charging a
certain fee. The reason is simple. Indian companies are gradually realizing that to cope up with
the competition, they need to hire the best people to work for them. If an organization decides to
outsource its recruitment processes or activities, it is very essential to find and go for suitable
recruitment consultancies, which can deliver results according to the necessities of the
organization. Outsourcing decisions influences the strategic choices of the HR function (Tyson
and Selbie, 2004). This is an extremely important step considering the huge requirement of
faculties at private universities.

Job Requisition from

HOD

Job Requisition Form duly signed by:

1. HOD
2. Head HR
 NO

Sourcing CV’s from:

Consultants
Employee Referrals Job Description of the New Position
Press advertisements

Screening of CV’s by
HR Recruiter

Is CV relevant?
Reject CV and maintain the NO
same in databank

YES

Forward CV to the concerned

HOD for scrutiny

Is CV suitable?
NO

YES

Organise Interview

Conduct Interview
Preliminary Round by HR
Second Round by concerned
HOD

Sourcing CV’s from:

Is candidate selected?
1. Consultants
NO 2. Employee Referrals
3. Press advertisement
1. Qualification Certificates YES
2. Appointment Letter of Current
Company
3. Latest Salary Slip (Salary Proof) Collect the necessary documents
4. Photocopy of PAN Card/ from the candidate
Passport
5. Duly filled Employee
Application Form

Define Offer and Negotiate

1. Designation
2. Salary

Is offer accepted?
NO Reject the Candidate

YES

Issue
1. Offer Letter
2. Medical Letter

Co-ordinate for Pre-employment

Health Check up

Is Candidate Medically
fit?
NO

YES

Communicate the medical fitness

to the candidate and confirm the
Date of Joining

Figure 1: Traditional Recruitment and selection process framework

4.1.2 Modern Sources

Facebook
Facebook is now the most visited place on the web. Facebook‟s ad network offers recruiters a
unique opportunity to target job advertisements to Facebook users by keyword, education,
location, and even age. Facebook Fan Page can serve as a recruiting and sourcing tool just like a
company blog or opportunities to directly engage and educate target candidate market.

LinkedIn

LinkedIn is one of the social networking sites in India which are used by many professionals.
LinkedIn is considered as reality check for the candidates. LinkedIn has become a new way of
virtually shaking hands. It’s a pre-meet, meet. Networking is crucial and social media plays a
big role in that. LinkedIn is best used as a social proofing when connecting with others that you
know, know of, or would like to know. It can use it as a resume builder and verifier. It is also a
good place to post your own content as further proof affirmation to your expertise and fit for
any recruiter or hiring manager. It is still evolving in terms of culture, etiquette, use, etc. It’s
becoming one of the biggest business to business platforms.

Twitter

Every social media has a different feel, style, and culture. For twitter, it is best to keep things
very positive and constructive. Twitter is a place to connect, share ideas, construct solutions
together. The feeling of cooperation and collaboration over intra-group competition is vital to
successful engagement on Twitter. Social media should not be used as a replacement for
traditional recruitment strategy, but rather as an extension and enhancement.

Glassdoor: Get hired, Love your job

Glassdoor is a website where employees and former employees anonymously review companies
and their management. Staying true to its own name, Glassdoor actually shows the organization
from the inside to the candidate, as if the candidate himself is looking into the organization
through a door made of glass. Employees also mention questions asked in the interview for the
reader who might be applying for a similar post at the same organization.

A three dimensional picture of a candidate – in traditional recruitment a recruiter’s

perception of a candidate, having read his or her CV, often fails to fit their real image. A big
number of valuable candidates happen to be rejected due to poorly structured CVs, and people
who are requested to attend job interviews should not have been invited. A CV may look
interesting but in reality a candidate may be unable to talk about any previous professional
experience or may have problems in social interactions. An opportunity to see the candidate’s
actions online allows recruiters to see a complete picture of a candidate as a person and his or
her way of communicating with others.

It was observed that out of all the sources, the website portal sources were adopted the most
(50%) by the University to recruit candidates (See Figure 2).

Sources adopted by the University to recruit candidates

50%
40%

20% 20%
10% 10%

t l In r k g)
m
en orta ed doo boo cin
se P k s ce n
rti sit
e Lin Gl
as Fa fe
re
e
d v eb Co
n
rA W o
pe de
p a (Vi
ews yp
e
N Sk

Figure 2: Sources for recruitment

Nearly 60 percent of the HR employees said that they were aware about the website portal
for the recruitment purpose. (See Figure 3).

Awareness about social networking sites for recruitment

purpose
60%
40%
20%
5% 10% 10% 5%

l k In er or g) +
orta b oo ed itt do cin gle
k w s o
ep Fa
ce Lin T as re
n
Go
sit Gl fe
eb co
n
W o
e
id
e (V
yp
Sk

Figure 3: Awareness about social networking sites

The most probable reason why HR employees make use of social media in recruitment is
because ease of access to the labor market which shows 80% of occupancy on the graph and
lower cost which shows second highest (60%) occupancy on the graph. (See Figure 4).
 Why HR started using social media in recruitment
80%
60%

3% 5% 2%

te m lic
y st ke
t
ida or o r co ar
nd tr yN ny
p
we m
f ca us pa Lo o ur
eo In
d m lab
yp Co e
ct th
cifi to
pe ess
r s cc
g fo ofa
okin Ea
se
Lo

Figure 4: Maximum use of social media in recruitment

5. Discussions and Conclusions

Today, social media is emerging as a tool that more recruiters rely on in the hiring
process. Networks such as LinkedIn, Facebook, Twitter, Periscope and Glassdoor can provide
recruiters with an array of information about potential candidates, as well as new avenues for
reaching passive candidates and advertising the company’s current openings. E-recruitment is
the University’s staff recruitment system. There is no doubt that social media has improved the
recruitment process by making it more open and democratic; increasing the visible talent pool
from which to engage and recruit. It is changing the way we do business today.

Despite a growth in the use of the internet to find applicants, many human resource (HR)
professionals continue to primarily reply and rely on personal contacts and networking to find
top talent. Employee recruitment across levels has become more demanding as the market for
qualified job applicants is shrinking. Giving advertisements in newspapers and internet based
job boards is expensive and is a constant challenge to target the narrowly defined candidate
types through mass advertising. This is when social networking becomes an emerging and an
exciting imperative. On the basis of analysis, inferences depicts that many universities still
follow traditional methods of recruitment which is now has lost popularity these days. In
smaller cities, local media like classified newspapers are still used to reach out to the public.
 A company has to recognize the potential for social recruiting. Posting and sharing job
openings through social media is more likely to deliver results than a single description on a job
board, so using social media in recruiting results in better ROI than that of traditional recruiting
as the benefits far exceed its cost. Using social networks gives recruiters a competitive
advantage over other talent competitors who aren’t using social media recruiting.

In order to grow and sustain in the competitive environment it is important for an

organization to continuously develop and bring out innovations in all its activities. It is only
when organization is recognized for its quality that it can build stability with its customers
(Akdere and Yilmaz, 2006). Thus, an organization must be able to stand out in the crowd.

From the above literature, it is concluded that as compared to the traditional methods of
recruiting sources like referrals, recommendation, press advertisement and so on, social media
or social networking approaches can enhance, sort and expand the recruiting market which can
benefit at large.

The main motive of paper is to identify the probable area of improvement for the next
generation to make recruitment and selection more efficient. On the basis of analysis and
answers received from the existing employees the following suggestions are suggested:

Update the company website

Due to lack of time and a busy schedule, it is found that the company website is not updated on
a regular basis. As a result of this, even the positions that have been closed long back appear in
the open vacancies. Candidates keep calling for the vacancies which have already been filled.
The IT personnel should be taken into consideration by the HR department. Further, the
candidate should be informed about the final result on the same day, or at the earliest, so that
qualified candidates do not shift to any other job.

Reduce the white space in your staffing process

Delay occurs when the candidates are called for an interview in the midst of a tight schedule.
Sometimes it happens that on the dates of the interview, the candidate might not turn up, owing
to existing work schedules. This delay occurs due to hectic schedule of the candidates. Instead
of calling for a face to face session, they can conduct telephonic or video conferencing chats as
an interview. So, by adopting new ways of resourcing, greater efficiency can be ensured.
In the broader perspective, Universities must keep the recruitment and selection on top priority
basis, as this is a real base for the social and economic development of any society and country.

Adding more details to the job postings

Job posting is the very beginning of the recruiting process and needs to explain the open
position well in order to attract the best candidates and to retain them. Instead of just listing the
needed education, experience and training, it should also include the day-to-day activities of the
position. Social media is considered as supplement to traditional hiring strategies, not a
replacement for them. 70% of hiring managers say they’ve successfully hired with social and
now 89% of companies plan to recruit on social media.

With the help of social networking sites, candidates can see and prepare themselves for
the interview after getting to know who they will be competing with the job arena.

Periscope

Periscope allows you to set up a live video stream from your phone anywhere you can connect,
and give others access to that live stream.  Many companies have been using it for prospective
candidates, and recruiters are catching on to it as well. Social media platforms are cost-effective
recruitment tools with a more direct and focused approach in today’s technologically vibrant
age. It is used to share your company culture with potential applicants by broadcasting company
events or a live video stream of your workplace. It only works on phones with iOS or Android
installed, and must also pair with Twitter.

Introducing an App

Introducing an app like a website portal for a vacant position will help the candidates to track
their application for which positions they have applied. They can easily get the access on
updated new job vacancies and they can also refer to the HR policy with their terms and
conditions. Introducing an app can also be a source of marketing for the University. It will
benefit not only the human resource recruiter but also to the placement offices that are using this
app for their students’ career and placement.

Build a transparent culture

An organization or an institute or University needs to focus and give attention on nurturing
transparent culture. Without a strong culture, company brand will always be weak. Building an
employer culture on the expertise and experience of current employees and projects will allow
us to honestly portray mission of the organization to the candidates, attracting employees who
share the same values that University want to promote within your environment. Integrating and
synchronizing social media channels and technology can reflect upon the progressive culture of
your University. A transparent culture will look upon the needs of both the recruiter and the
recruit, further facilitating a two-way synergy which is one of the foremost principles of Human
Resource practices.

6. Limitations and scope for future work

The study is limited to identification of the dimensions of the staffing and selection process in
the private universities based on literature review and the experts’ opinion. The dimension
considered here may be limited or may be different according to the types and sizes of the firm.
Similar study can be conducted in different sectors as well from different perspectives. The
framework may be structured in other industries and real world setting by adding or removing
some dimensions based on the type of industry.

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