Korištenje društvenih mreža pri privlačenju ljudskih potencijala

master's thesis

• Title (english): Use of social networks in human resource recruitment
• Author: Luka Zeljko
• Mentor: Nina Pološki Vokić (mentor)
• Committee member: Maja Klindžić (predsjednik povjerenstva)
• Committee member: Ivana Načinović Braje (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2020-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Upravljanje ljudskim potencijalima je kroz pojavu i razvoj društvenih mreža evoluiralo te se alati
koje društvene mreže pružaju često koriste u modernom poslovnom svijetu. Svaka aktivnost
upravljanja ljudskim potencijalima može se dovesti na višu razinu implementacijom društvenih
mreža. Razina povezanosti između pojedinaca i organizacija, dostupnost široke publike te brzina
i troškovna efikasnost komunikacije učinile su društvene mreže popularnim izborom organizacija
kada je u pitanju privlačenje zaposlenika i održavanje marke poslodavca te se tako može
poboljšati kvaliteta budućih zaposlenika određene organizacije.
Cilj empirijskog istraživanja bio je, uporabom anketnog upitnika, istražiti kako određene
aktivnosti i obilježja poslodavaca na društvenim mrežama utječu na formiranje mišljenja
studenata završnih godina studija o poslodavcima. Također su istraženi stavovi, navike i
ponašanja studenata završnih godina pri korištenju društvenih mreža u kontekstu traženja posla.
Dobiveni rezultati pokazuju kako ispitanici u velikoj mjeri koriste društvene mreže kako bi
pronašli posao i smatraju ih korisnim alatom pri traženju posla. Rezultati također pokazuju kako
određene aktivnosti i obilježja poslodavaca na društvenim mrežama, kao što su primjerice
isticanje organizacijske kulture i detaljnost objavljenih oglasa za posao, značajno utječu na
stavove ispitanika o poslodavcima.

Abstract (english)

Human resource management has evolved through the emergence and development of social
networks, and the tools which are available through the use of social networks are often used in
the modern business world. Every human resource management activity can be brought to a new
level by implementing social networks. High levels of connectivity between individuals and
companies, potential to reach a wide audience, and the speed and cost efficiency of
communicating have made social networks a popular choice of organizations when it comes to
employee recruitment and employer brand maintenance, which can result in a more competitive
workforce in the future.
The aim of the conducted empirical research was to examine if the way university students view
employers could be affected by certain activities or attributes presented by the employer on
social media. Attitudes, habits and behaviors regarding using social media in order to search for
a job have also been examined. Survey results imply that respondents often use social networks
in order to search for jobs and consider social networks to be a useful tool in the context of job
search. Results have also shown that certain activities and attributes of employers on social
media, such as highlighting organizational culture and the amount of information included in job
advertisements, significantly affect respondents' opinions about employers.

• Keywords: društvene mreže; komunikacija; privlačenje ljudskih potencijala; upravljanje ljudskim potencijalima
• Keywords (english): social networks; communication; human resource recruitment; human resource management
• Language: croatian
• URN:NBN: urn:nbn:hr:148:412107
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2020-09-25 19:40:32