Social media recruitment as a blue ocean strategy for recruitment outcomes in South Indian manufacturing companies - the moderating role of HR investment

Social media has gained popularity in recruitment owing to its numerous benefits for effective recruitment process. This study considers social media recruitment as a blue ocean strategy that curbs competition and attracts talents since it is not much prevalent in the Indian manufacturing industry. This research examines the moderating role of HR investment in the relationship between social media recruitment and recruitment outcomes. Data has been collected from HR recruitment consultancies using a questionnaire. SmartPLS 3.3 has been used for model validation. The findings of the study show that social media recruitment has a significant positive influence on recruitment outcomes. HR investment was found to have a moderating effect on the relationship between social media recruitment and recruitment outcomes. This study's findings will be relevant to HR practitioners to develop the right strategies for social media recruitment, invest rightly in the recruitment function and eventually achieve desirable recruitment outcomes.