The Role of Social Media in Student Recruitment
Bamokarh, Saud Salem
Cardiff Metropolitan University
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The aim of the project is to critically analyse the role of social media in the recruitment of students. With this aim, the researcher has selected 100 students randomly to do a questionnaire survey. The questionnaire was semi-structured that it includes both close end and open end questions. As the variables of the study are well known to all and there are existing findings on the subject matter of the study, ontology has been used by the researcher. As a result, the inductive approach has been selected by the researcher. So, two hypotheses have been developed in order to accept one of them after collecting complete data from the students through a survey questionnaire. The research has carefully chosen a quantitative method for this paper as it provides with quantitative results and quantitative results are very easy to analyse, infer and represent. Student recruitment convenience is the dependent variable and Time Spent, Scope and frequency, Professional account, Vacancy posts, and Professional use are the independent variables of the paper. The regression result suggests that the null hypothesis assumed in the research must be rejected and the alternative one should be accepted. The null hypothesis is “Social media does not play any role in student recruitment” and the alternative hypothesis is “Social media play a significant role in student recruitment.” So, the regression model enables the researcher to conclude that social media has some effect on student recruitment. So, the researcher can argue that scope and frequency, professional account, vacancy posts, and professional use play a major part in deciding the convenience of the students in the recruitment process. So, it can be said that the higher the level of use of social media in terms of professional recruiters, the higher the level of agreement of the students in terms of the recruitment. Professional recruiters can access to the potential candidates from every corner of the world through social media platform. The students can access to a wide area of a professional career on these platforms and select to go for the dreamt one. Students are very much comfortable with the social media recruitment because it reduces the time and cost of responding. So the conclusion can be drawn like this “Social media play a positive role in student recruitment”.
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