Influence of Social Media on Generation Y and Recruiting (PDF)

Seminar paper from the year 2016 in the subject Leadership and Human Resource Management - Generation Y, Generation Z, grade: 1,3, The FOM University of Applied Sciences, Hamburg, language: English, abstract: The age of Web 2.0 has changed a lot, which raises the question: How do social media influence Generation Y and how does that change recruiting processes?

Generation Y, Gen Y, Millennials or Digital Natives - nowadays different terms are used for one generation highly connected to information technology and the digital renovation of today's life. Staying in touch with friends, family and colleagues via social media is considered as daily routine, but there is more to it. Social media has changed a lot, besides social communication it also affects businesses on many levels. Members of the Generation "Why?" are passionately scrutinising - life in general and all its facets. Using social media alters the emotions, norms, opinions and social capital of a millennial, it can extent but also substitute their social network. Moreover, when choosing a potential employer social media is a source of information and reputation for them. Vice versa, plenty of enterprises use social media as well, for different reasons such as recruiting, employer branding but also for scanning their current and future employees.

First, this paper provides a general introduction into Generation Y and social media. Second, the influence of social media on Generation Y and recruiting is discussed. Afterwards, the challenges and requirements to recruit millennials through social media are examined. Concluding, a future perspective shows recent trends and then sums up the findings.