Online Recruitment

Future of Online Recruitment in Pakistan

Noor-ul-Ain1, Warda Bukhari2, Mariam Hadi Ali3

Saher Khushi M.4, Asma Nasir5

M.Com (Hons.), University of the Punjab, Quaid-e-Azam Campus, Lhr., Pakistan.

1
Skybird_k1@yahoo.com

2
Warda_bukhari@hotmail.com

3
mariamhadi88@hotmail.com

Abstract
This paper aims to conduct a study on future of online recruitment in Pakistan. It discusses the
importance of online recruitment, factors, methods and barriers which employees consider while
applying online, and these are also identified in literature. The results provide clear evidence that
majority of factors, methods and barriers identified in literature are experienced by Pakistani
employees and help to lay foundation for future research.

Keywords
Internet recruiting; online recruiting; web recruiting; recruitment websites.

1.0 Introduction
Recruitment is a process which involves those activities and actions that must be carried out with
the sole purpose of attracting experienced, qualified and skilled potential employees. It is such an
action through which we can acquire the best pool of candidates and as a result able to hire the
finest candidate for our organization. Organizations should design their recruitment process in
such a way that would help them to attract more knowledgeable candidates and applicants.
 Online Recruitment

For this purpose management hires HR specialists to design more sophisticated recruitment and
selection process. Now a days organizations are using many recruitment and selection processes,
broadly they are:

• Internal recruitment - seeking candidates within the organization and we can get them by
three sources-promotions, transfers and re employment of ex- employees.

• External recruitment - in which we seek candidates outside the organization and we can
get them by number of sources like advertisement, employment agencies, educational
institutions, recommendations, online , college recruitment, job fair etc.

With the advancement in technology recruitment process is also becoming more classy, refined
and sophisticated. Now organizations use international network i.e. INTERNET to hire potential
and prospective applicants. Recruiting staff is some what complicated and time consuming
process, where an inappropriate recruitment choice can lead to shattered costs, dissatisfied clients
and discontented colleagues. Following are the key drivers of e-recruitment:

• Cut down the recruitment costs.

• Expanding the selection pool.

• Escalating the speed of time to hire.

• Flexibility for candidates.

• Intensification of the employer brand.

As awareness about internet is increasing, companies are now accepting applications through
email. The organizations have developed their own websites by which people can apply online
by completing a form. We are living in 21st century there are number of methods to do the
business. In today’s rapidly changing environment, where everything is uncertain and everyone
wants the things to be done in most effective and quickly basis so that they can have a pace with
rest of the world.

Job seekers use recruitment websites or electronic recruitment (e-recruitment) services to collect
job related information and post their resumes or CVs on online with the help of Internet
 Online Recruitment

technology. Job seekers can send their applications by electronic means to large databases that
can be browsed by recruiters and head hunters. Online hiring reduces application costs for
applicants by allowing them to directly put forward application stuff online.

It provides candidates with the opportunity to apply in national and international companies
sitting at their home PC in just single click. In Pakistan companies use both conventional and
non-conventional methods to hire qualified people but here trend of online recruitment is also
growing. Due to its comparatively low costs e-recruitment has become a more powerful and
important tool in the current economic environment.

One of the famous and well-known recruiting agencies in Pakistan is Rozee.pk, Bayrozgar.pk
and Apka Mustaqbil.pk. Rozee.pk includes approximately, 31,577 leading companies post jobs
here. It is the leading Job portal by all metrics where 1,407,725 professionals are registered.
Almost, 31577 employers are hired by Rozee. And there are 110 + job openings daily. Over,
8.43 Million Job applicants processed and 4.8 Million Unique Visitors are recorded each year.
ROZEE.PK has larger viewers than any English newspaper or magazine in Pakistan
(www.rozee.com.pk).

This study aims to conduct a survey which will help us to know how employees perceive about
online recruitment in Pakistan’s scenario. What kind of barriers, factors and methods employees
consider and face while applying online.

2.0 Literature Review

Recruitment includes those practices carried out by the organization with the primary purpose of
identifying and attracting potential employees (Breaugh & Starke, 2000). The internet first came
out as a hiring tool in the mid-1990s and was hailed by the popular media as the driver behind a
“recruiting revolution” due to the benefits it could bring to recruiters (Boydell, 2002).

The term online recruitment, e-recruiting, cyber recruiting or internet recruiting indicates the
formal sourcing of online job information. The first reference to online recruitment appears in
 Online Recruitment

the articles of mid 1980’s (Genter, 1981 and Casper, 1985), while systematic reference to the
online recruitment in the human resource journals begins almost a decade later, in the mid
1990s, when IT companies and universities begin to use internet extensively (Galanaki E, 2002).

It was expected that the recruitment agencies’ “future is on the net” (Edgeley, 1995) and that the
internet had brought “radical change to corporate recruiting” (Cappelli, 2001). Online
recruitment has really grown swiftly over the past ten years and is now extensively used by both
recruiters and job seekers all over the world. The popularity of corporation web sites surely
cannot be deprived of with one study in the USA reporting that 88% of Global 500 Corporations
having employment sections to their company web sites (Lievens and Harris, 2003). Further,
another US survey found that across 9 larger American companies, 16 percent of all subsequent
hires originally applied through the company’s Internet recruitment sites (Maher and Silverman,
2002).
Online recruitment is a very cheap mode of Job search, not only for the Job seeker but for
Employer as well. (Robert Kraut, 2004). With the passage of time E-recruitment is becoming
more popular and the success rate can be further enhanced by word of mouth spread by early
adopters of such service. Steve Smethrust (2004) reported that there are many intentions behind
using online recruitment agencies by organization but one of the main objectives might be cost
effectiveness. Traditional mode of advertisements is more costly as compared to Non-traditional.
Since the use of online recruitment has been increasing up till now, many managers found that
using online recruiting is very beneficial as it involves lesser costs associated with the
recruitment process, the increasing pace of using online recruitment shows that in future most of
employers are likely to take it over sooner or later.
Cober and Brown (2006) found that in the USA, over 50 per cent of new hires were sourced
from the internet and this was expected to increase. Crispin and Mehler (2006) found that 20 %
external hires were from company web sites and further 13% were from jobs boards. Smyth et al.
(2002) explained online recruitment services are the most popular techniques of recruitment
which are used on internet among all other techniques of recruitment.
Many organizations are facilitating the use of online recruitment by providing Guidelines in
tabulated form. All these efforts are being put in order to attract and addict users to rely on use of
online job vacancies. (Eurapean Cental Bank, 2008). An article from Western Cape Corporate
 Online Recruitment

placement suggests that the trend towards online recruitment and social networking website will
increase in future. (General marketing trends for 2008).
Many of the organizations today are using their corporate website to collect Candidate data to
keep in CV bank. Later on, HR manager chooses the most appropriate candidate for the as per
job Specification and call him for interview. Candidates from different Cities, regions and even
at time countries are called for the job interview. Online recruitment and selection method
provide a very big pool of Candidates belonging to different ethnicity and regions. Internet
recruitment seems to be more attractive to certain types of job-seekers e.g. highly educated
professionals, people who frequently change the job, as well as those already in employment: a
state of affair that may affect fair play of employment access and promotes diversity within
organisations. (Michelle Dzulynsky, Jessica Mahoney, and Bryant Mullaney).

Most companies are heading towards the Online recruitment and leaving traditional ways of job
advertisement and hiring to keep up pace with the Country’s changing E-Environment.
Traditional hiring is a time taking and effort requiring mode and hence companies are opt to
move towards online recruitment by one or other way. (Dr. Rolandas Markevičius, 2000).
Braddy, Thompson, Wuensch, & Grossnickle (2003) stated that the overall amount of
information on an official organizational recruitment website is much greater than from a job
advertisement alone. As noted by Rynes and Cable (2003), organizational characteristics can be
important in recruitment process via website because individuals may be more concerned to
employers with firm characteristics.
The success factor in online recruitment through a corporate website includes the richness of
webpage in information, interactivity and easiness to use, clarity, page should depict
organization’s environment, should clearly define the job characteristics and needs. Such a
webpage will help in deterring unwanted candidates to apply for the job. A good website should
attract the job seekers to get engaged with Website activities. Build a relationship between
Corporate and web surfer. (Steven D. Maurer, Yuping Liu, 2007). Lohse and Spiller (1998)
claimed that designing online web sites with effective edges has a significant influence on
applicant traffic. Gehrke and Turban (1999) explained that a user interface is the main factor that
determines applicant’s willingness to apply via Internet. Cober, Brown, Blumental, Doverspike,
and Levy (2000) developed a model of online recruitment usefulness in which they projected that
 Online Recruitment

recruitment web site usefulness is influenced by the structural design of the web site, referring to
the type of information provided on the web site and the manner in which the information is
displayed, and the extent to which the web site shapes potential applicant’s perceptions of fit
with the hiring company.
Tong (2002) reported that while seeking for a job, internet is a big source for it which offers free
job searches and resume posting. During last few years job recruitment web sites had passed
through a tremendous growth and a large number of job seekers are searching jobs over the
internet. Bartram (2000) suggests a sequence of three events involved in internet recruitment and
selection processes: attraction, recruitment and selection. Initially, only attraction and
recruitment was recommended to play a key role in e-Recruiting, but selection tasks are
increasingly influenced by e-Recruiting processes.

Helen Verhoeven & Sue Williams (2008) stated that there are some of the advantages and disadvantages
of internet recruitment these include: geographical extend, larger users, less invasive, greater chance to
find right candidate, time and cost saving, higher quality of applicants, positive affect on corporate image,
one stop-shop place, efficiency gains, less number of unqualified candidates, and more opportunities for
smaller companies are some of it advantages. Andre O’Callaghan (2008) internet recruitment has many
advantages and disadvantages but biggest disadvantage may be that it is inaccessible for those who do not
have computer literacy and internet facility available. In a country like Pakistan, due to energy Crisis and
load shedding, the use of internet recruitment might not prove to b a very efficient tool of Recruitment
both for job seeker and employer.

Tong et al., (2005) stated that through the use of online recruitment seems to be increasing with the
passage of time, corporate are becoming more paperless. Yet, some evidences show that a large pool of
CVs contains many unsuitable and undesired applicants which make the task of differentiating between
suitable and unsuitable candidates difficult. Hence, online recruitment does have some unavoidable flaws
which make it un- reliable to some extent. Generally the recruitment services which are provided on the
websites are free for the job seeker but for employers normally have to pay a subscription charges in
order to take advantage of the recruitment services.

Job seekers can send their applications or resumes by electronic means to large databases and
websites that can be browsed by employers, and head hunters. The Factors behind using E-
Recruitment may include reducing recruitment costs, increasing speed of time to hire greater
 Online Recruitment

flexibility and ease for candidates, strengthening employer brand and broadening the selection
pool. (Andre O’Callaghan, 2008). Online recruiting reduces application costs for job seekers by
allowing them to directly submit application material online (Cappelli, 2001; Zusman & Landis,
2002).

Cober et al., (2000) and Marcus (2001) stated that web recruiting can lessen costs, reduce the
amount of time required to successfully engage candidate. Online recruiting lessens application
costs for job seekers by permitting them to directly submit application online (Cappelli, 2001;
Zusman & Landis, 2002).

Baron & Austin (2000) and Brooks (2000) suggested technology is responsible for changing in
internet recruitment and selection process. Worldwide web is acting as stage for internet
recruitment and create the perception that companies who use online recruiting are
technologically savvy (Fister, 1999).

Though Internet recruitment is much convenient for employers, at the same time it provides
much flexibility and convenience to job seekers in many ways. It provides candidates with the
opportunity to apply in national and international companies sitting at their home pc in just
single click. Also, other technologies like use of video interview and scanned Photos has reduced
the distance between the employer and job seeker and international hiring has become possible
for many multi nationals outs sourcing and off shoring in different countries.( NEW YORK, Mar
12, 2003 BUSINESS WIRE). Recruitment Websites display Success stories and profiles of
Employees who have been able to get a better job after using the Job Recruitment website
service. (Hsiu-Fen Lin).

3.0 METHODOLOGY

We used survey methodology and comprehensive questionnaire from “Future of online

recruitment in India” (Roy 2009). The questionnaire contains mainly closed ended questions
which are either of scale or ranking type. The questionnaire was divided into six parts, first part
contains three questions asking the respondents about the importance of online recruitment in
Yes or No form, second part was composed of five statements and respondents were asked to
evaluate the online recruitment on Likert scale. The next part was about the consideration of
 Online Recruitment

factors that the respondents consider while selecting an online recruitment method and this part
was composed of six items. Likert scale was used in this part also. The next part look into the
motivations of respondents to use e-recruitment and it contain six items using Likert scale. The
next part having six items seeks to explore the barriers to pursue recruitment using Likert scale.
In the last part respondents were asked to rank the best source of recruitment according to their
order of preference. The sample size was of 120 randomly selected from the target population.
Simple descriptive were used to analyze and interpret responses generated from the target
population which was professionals working in a reputable firms.

4.0 DISCUSSION OF FINDINGS

As awareness about internet and online job searches is increasing among Pakistani nationals,
most of the employees use online methods for searching the job. When asked about that “Is
online recruitment important?” 93% of respondent answered in yes and 87% of respondents were
of view that online recruitment is going to stay in Pakistan while 50% consider it more effective
that paper and print recruitment.

Table 4.1 Evaluation of Online Recruitment

 Online Recruitment

Descriptive Statistics

N Mean Std. Deviation

Online Recruitment is cheap as

120 3.47 1.107
compared to other sources

Online Recruitment Consumes

120 3.82 .953
lesser time

Online Recruitment require

120 3.37 1.092
simple use of technology

Online Recruitment Gives

Rapid search and multiple 120 3.75 1.110
options

There is quick response for the

120 3.45 1.122
applied job

Valid N (list wise) 120

Table 4.1 presents the descriptive about how respondents evaluated different characteristics of
the online recruitment. A total of 5 characteristics were provided to the respondents and they
were asked to rate them on Likert scale 1 being the strongly disagree and 5 being the strongly
agree. On the average respondents tend to agree that all five characteristics namely it is cheaper
as compared to other sources, it consumes lesser time, requires simple use of technology,
provides rapid search and last is quick response for the applied job are important. Respondents
rated all the characteristics above 3 that shows they somewhat agree that these are all important
characteristics of online recruitment. The characteristics that online recruitment consumes lesser
time and it provides rapid search and multiple options secured higher rating more than 3.5 and
thus we may argue that these two characteristics are dominating features of online recruitment.

Table 4.2 Factors consideration while selecting online recruitment method

 Online Recruitment

Descriptive Statistics

N Mean Std. Deviation

Cost consideration 120 3.23 1.088

popularity of portal
120 3.48 .987
consideration

technology consideration 120 3.34 1.057

Number of job openings

120 3.43 1.035
Consideration

user interface Consideration 120 3.37 1.144

Relevance of job Consideration 120 3.38 .936

Valid N (list wise) 120

Table 4.2 presents the descriptive about which factors respondents consider while applying
online. They were asked to rate them on likert scale 1 being the not important and 5 being the
essential. On the average respondents tend to agree that all six characteristics namely cost,
popularity of job portal, technology, and number of job openings, user interface and last one is
number of relevance of job are important. Respondents rated all the characteristics above 3 that
shows they somewhat agree that these are all important characteristics of online recruitment. The
characteristics that popularity of job portal and number of job openings secured higher rating
more than 3.4 and thus we may argue that these two characteristics are dominating features of
online recruitment.

Table 4.3 Drivers behind Using e- Recruitment

 Online Recruitment

Descriptive Statistics

N Mean Std. Deviation

E recruitment better tool for

120 3.30 1.105
finding job

E recruitment Cost
120 3.18 .860
Consideration

E recruitment Time for Job

120 3.36 1.035
searching

E recruitment Volume of job

120 3.55 .942
openings

E recruitment Wide Reach 120 3.47 1.037

E recruitment Target
120 3.57 1.150
Companies

Valid N (list wise) 120

Table 4.3 illustrates the descriptive about major drivers behind using e-recruitment. The drivers
behind e-recruitment which we considered are better tool for finding suitable job, Cost, time
taken to search a job, volume of job openings, wide reach and target companies. In this part
respondents were asked to rate all of them on a likert scale 1 being the not important and 5 being
the essential. Most of them rated all the drivers above average this shows that in their view all of
the drivers are important but target companies and volume of job openings are most important
one.

Table 4.4 Barriers for applying online

 Online Recruitment

Descriptive Statistics

N Mean Std. Deviation

Barrier not to response 120 3.27 1.083

Barrier irrelevant job openings 120 3.27 1.002

Barrier too many applicants 120 3.32 1.070

Barrier already known

120 3.37 1.045
companies

Barrier overloaded question 120 2.98 .953

Barrier Extra Effort 120 3.33 1.231

Valid N (list wise) 120

Table 4.4 points up the descriptive of major barriers which respondents face when they are going
to apply online. the major barriers which we get hold of in our questionnaire are lack of
response, irrelevant job openings, too many applicants, already known companies, overloaded
with questions and extra effort requirement. Here again likert scale was used 1 being the not
important and 5 being the essential. In respondents point of view almost all the barriers are
significant but the already known companies and extra effort required to find a suitable job are
major barriers when they apply online.

Best Source of Recruitment

In order to find best source of recruitment we ranked different sources like ads in specialist
newspaper, ads in general newspaper, job centers, employment agencies, word of mouth, internet
and link with educational institutions from most important to least important.

Chart 4.1 Ads in Specialist Newspaper

 Online Recruitment

The chart 4.1 shows the ranking of ads in specialist news paper here 1 being the most important
and 7 being the least important. We get the average response, a number of regard as important
and few as least important. So over all we can say people still stick to the traditional methods of
recruitment and consider it as important source of recruitment.

Chart 4.2 Ads in General Newspaper

Chart 4.2 is an evidence for ranking of ads in general newspaper here again 1 is taken as most
important and 7 as least important. Here the majority of the respondents consider it as an
important source of recruitment and only a small number view it as least important.
 Online Recruitment

Chart 4.3 jobs Center

Chart 4.3 exhibits ranking of job centers. Here again the ranking style is same as above, but the
results differ majority of the respondents consider job centers as least important source of
recruitment.
Chart 4.4 Employment Agencies

Chart 4.4 shows the ranking of employment agencies. Here we asked the respondents to rank it
from 1 as most important to 7 as least important. From the above chart it is evident that most of
the respondents view employment agencies as least important.
 Online Recruitment

Chart 4.5 Word of Mouth

Chart 4.5 illustrates the ranking of word of mouth as a best source of recruitment method. Here 1
is being important and 7 as least important. It is clearly evident from the chart that respondents
do not consider word of mouth as an important mean of recruitment.

Chart 4.6 Internet

Chart 4.6 exhibits ranking of internet as a best source of recruitment. Here ranking style is same
as above but results show remarkable inclination of respondents towards internet as a best source
of recruitment. So we can say that trend is changing and people are moving from traditional
methods of recruitment to internet.

Chart 4.7 Links with Educational Institutions

 Online Recruitment

Chart 4.7 demonstrates the ranking of links with educational institution as a best source of
recruitment. Ranking is from 1 to 7. 1 is considered as most important and 7 as least important. It
is clear from the chart that a large number of respondents are in view that links with educational
institutions are not an important source of recruitment.

5.0 Conclusion:
Although traditional mode of recruitment is still important in country like Pakistan yet our
survey shows that that the trend is changing and employees are moving from traditional methods
of searching for jobs to most sophisticated methods which are less time consuming and easily
approachable.
Our results indicated that job seekers In Pakistan are opting for both traditional and non-
traditional ways of seeking job. Job seekers in Pakistan use newspapers, ads in general and
specialist newspapers to seek jobs. High percentage of population in Pakistan faces
inaccessibility to internet and computers. Those who can access such sources are discouraged
due to energy crises. The reason associated with online recruitment is consumption of lesser
time, simple use of technology and popularity of portals .The online methods are simple to use
and even a lay man can learn to use such mode to apply for the job. In Pakistan the job seekers
use that portal which is famous for providing greater range of job openings.
 Online Recruitment

However the percentage is increasing more for online recruitment methods: This means that job
seekers will ultimately rely more on online recruitment due to availability of better jobs through
online sources. Companies will rely more on online mode of advertisement to avail benefits
associated with online recruitment and to pace up with the country’s changing E-environment.

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