The Role of Social Media in Modern Recruitment: Pre-Hire and Post-Hire Effectiveness

The Rapid growth of social media has transformed the recruitment landscape, offering organisations new opportunities to attract and engage potential candidates. This study aims to examine the effectiveness of social media recruitment strategies, measure their usefulness through various pre-hire and post-hire outcomes, and analyse the mediating role of credibility and satisfaction in the recruitment process. Cross-sectional survey research was adopted, targeting HR professionals, recruitment managers and digital marketing personnel involved in social media hiring campaigns. A sample of 100 respondents was selected using purposive and random sampling methods. Primary data were collected through structured questionnaires and semi-structured interviews, while secondary data were sourced from academic journals, industry reports and company case studies. Data analysis was conducted using percentage analysis, Friedman ranking analysis, and average score techniques. The study highlights the comparative effectiveness of social media recruitment over conventional methods, the factors influencing candidate perception and satisfaction and the strategic role of social media platforms in attracting quality talent. The findings provide insights for organisations seeking to enhance recruitment outcomes and optimise their social media recruitment strategies.