Section Article

AN EVALUATION OF THE EFFICACY OF SOCIAL MEDIA IN THE RECRUITMENT PROCESS
Author(s): Dr. Deepika Rani

Abstract
The recruitment landscape has undergone a profound transformation in the last decade with social media emerging as a pivotal tool for talent acquisition. Organizations across industries increasingly leverage platforms such as LinkedIn Facebook Twitter and Instagram to attract engage and recruit candidates. This study evaluates the efficacy of social media in the recruitment process examining its impact on candidate quality engagement employer branding and overall recruitment efficiency. Post-2021 research indicates that social media recruitment not only enhances outreach and diversity but also reduces recruitment time and costs. Despite these advantages challenges such as data privacy digital fatigue algorithmic biases and uneven access to social media tools persist. The study synthesizes findings from recent empirical studies industry reports and case analyses to provide a comprehensive understanding of how social media platforms influence recruitment outcomes. Stakeholder perspectives—including human resource managers recruiters and applicants—reveal nuanced insights into the operational and strategic benefits of social media as well as its limitations. The research underscores the importance of integrating social media strategies with conventional recruitment practices data-driven decision-making and ethical considerations to optimize talent acquisition processes. Recommendations include platform-specific strategies enhancing recruiter digital competencies leveraging analytics for candidate screening and addressing ethical and regulatory challenges. The study contributes to the growing body of knowledge on digital recruitment strategies offering actionable insights for practitioners and policymakers aiming to enhance the effectiveness efficiency and inclusivity of recruitment practices in the digital era.