Marketing Academics Pt.7

Marketing Academics Pt.7

Human Resources

As stated by Bruce MacDonald of Lock Search Group in Vancouver, “what [employers] need to do in the future is to focus more on traits and attributes, and train for their specific needs.” He continues, “those that jump on the bandwagon sooner than later are the ones that will win out” (Malmgren, J.K.). A barrier to such information may be societal attitudes towards privacy. Though social networks may be the creative destroyer towards such data gathering, it is the new wave of job seekers that will truly give permission to the release of personal information.  Gen Y, and what follows, will continue the trend begun by Gen X; that is, since Gen X was the first generation to be fully integrated with technology, subsequent generations will erect few barriers to mass data collection and analysis (Coupland, Douglas; Toffler, Alvin). Just as mass customization is a competitive advantage based on superior technology and economies of scale, the same technology applied to recruitment on a global scale can provide an employee profile to the most minute of details. In a best-case scenario, social networks will allow an employer to instantaneously filter millions of resumes (mass) and select a small group that fit a specific profile (customized human resources). The aspect that makes a social network a creative destroyer is that many employers will have access to these queries and forgo traditional routes.

Some specific examples of how social networks are facilitating the employee recruitment function are:…

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