HR navigating the new normal: Adopting E- Recruitment

Systems in the advertising industry.

Research Submission

By

Hammad Ahmed Siddiqui (2035129)

Hamna Khan (2035229)
Muhammad Haseeb Dada (2035379)
Syed Muhammad Mohib Ali Naqvi (2035244)

Submitted to
Dr. Kamran Ahmed Soomro
Instructor
Applied Research Method

Dated: 10th January, 2020

Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology

(SZABIST) Karachi
E-Recruitment Adoption

ACKNOWLEDGEMENT

We owe a debt of gratitude to many people without whom this research would have
not been possible. First and foremost, we would like to thank our advisor Dr. Kamran Ahmed
without whose directions and time this research would have been impossible. Also, a special
thanks to him for his constant support during the period of this research. It was his undue
faith in us that we could carry out a research on an important aspect of Adoption of E-
Recruitment Systems.

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E-Recruitment Adoption

ABSTRACT

Inside Pakistan, internet use is growing day by day, and is therefore being adopted in
all areas of industry. Such technological advancements are used to their benefit by companies
within Pakistan; one such use is that of e-recruitment systems, which are carried out to retain
and hire the best workers.
Our study has drawn-out the Unified Theory of Acceptance and Use of Technology
(UTAUT) Model for determining the acceptance factors and responses of employees to this
technology in Pakistan. A total of 120 participants, namely employees employed in the
advertising sector, are targeted to test their understanding of the e-recruitment method on the
basis of the study of acceptance factors. In order to improve it in a way that proves to be more
advantageous for employers in the long run, it has helped to examine employee perceptions
of e-recruitment. This research used the method of comfort sampling and data analysis to
understand the effect of performance expectancy, effort expectancy, social influence and
facilitating conditions On the adoption by these workers of e-recruitment systems. The results
of the study show that social power and facilitating conditions of success expectation have a
positive effect on the adoption of e-recruitment systems by employees in Karachi's
advertisement industry.
Keywords: E-recruitment, UTAUT Model, Adoption, Performance Expectancy, Effort
Expectancy, Social Influence, Facilitating Conditions

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Contents
CHAPTER 1...................................................................................................................5
INTRODUCTION..........................................................................................................5

1.1) Background of Study....................................................................................5

1.2) Problem Statement........................................................................................6
1.3) Research Objectives......................................................................................6
1.4) Research Questions.......................................................................................6
1.5) Research Limitation......................................................................................6
1.6) Research Justification...................................................................................7
1.7) Research Scope.............................................................................................7
1.8) Assumptions..................................................................................................7
1.9) Definition of Key Terms...............................................................................8

CHAPTER 2...................................................................................................................9
LITERATURE REVIEW...............................................................................................9

2.1) Brief Summary of the Scholar Work............................................................9

2.1.1 Adoption of E-Recruitment Practices in Hiring Process............................9

2.1.2 E-recruitment: A Comparison with Traditional Recruiting......................10
2.1.3 E-Recruitment Perceived Benefits...........................................................11
2.1.4 E-recruitment Adaptation Through the UTAUT Model..........................12
2.1.5 Hypothesis................................................................................................12

2.2) Comparative Analysis.................................................................................13

2.2.1 Summary of Themes.................................................................................13

2.2.2 Research Gap............................................................................................14

2.3) Theoretical Framework...............................................................................14

2.4) Conceptual Framework...............................................................................15

CHAPTER 3.................................................................................................................16
RESEARCH METHODOLOGY.................................................................................16

3.1) Research Design.........................................................................................16

3.2) Population and Sample/ Participant and Sample........................................16
3.3) Sampling Technique...................................................................................16
3.4) Data Collection Procedure..........................................................................16

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3.5) Reliability and Validity...............................................................................17

3.6) Hypotheses and Variables...........................................................................17
3.7) Ethical Considerations................................................................................17
3.8) Plan of Analysis..........................................................................................18
3.9) Software Used.............................................................................................18

CHAPTER 4.................................................................................................................19
FINDINGS AND ANALYSIS.....................................................................................19

4.1) Analysis and Interpretation.........................................................................19

4.1.1 Demographics...........................................................................................19
4.1.2 Descriptive Analysis.................................................................................19
4.1.3 Reliability Analysis..................................................................................20
4.1.4 Correlation Analysis.................................................................................20
4.1.5 Regression Analysis and Model Summary Table....................................21
4.1.6 Regression Analysis Coefficients table....................................................22
4.1.7 Regression Analysis Anova table.............................................................23
4.1.8 Multi-Collinearity Test.............................................................................24
4.1.9 Distribution of Data Plotting....................................................................25
4.1.10 Table of Hypothesis................................................................................26

4.2) Discussion...................................................................................................27

CHAPTER 5.................................................................................................................29
CONCLUSION AND RECOMMENDATIONS.........................................................29

5.1) Conclusion..................................................................................................29
5.2) Recommendations.......................................................................................30
5.3) Areas of Further Research..........................................................................30

Reference......................................................................................................................31
APPENDIX..................................................................................................................33

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E-Recruitment Adoption

CHAPTER 1
INTRODUCTION
1.1) Background of Study
E-recruitment has been crucial and significant over the past ten years. Internet is a
major tool used for hiring. The real revolution started when hunting for jobs and hiring
process had become virtual. There are several websites that are famous for advertising about
certain jobs and recruiters stay actively in search of talent.
In a fast-paced world where technological advancements are growing and changing,
organizations are also aiming to keep up with the technology efficiently. E-recruitment is
proven to be effective where organizations try to attract the right kind of people possessing
the right skills (Kumar & S., 2014). Today’s generation nowadays very actively seek for jobs
online, this is a very quick process and easy to go with as with a few taps a candidate can
apply for a job and the organizations can filter, analyze and evaluate the best candidate
among the pool. (Aboul-Ela, 2014).
Majority of the corporations face their own challenges when it comes to recruitment.
With varied technology coming into place, it has cemented ways for setting the phase for
more improved and exceptional recruiting approaches. That is one motive why for over
fifteen years, the recruitment style has shifted towards online resources (Khanam, Uddin, &
Mahfuz, 2015).
In SAARC countries, Pakistan is said to be the second highest Internet user
concerning its population. Due to this, organizations have been aiming to recruit, sustain and
grow capable employees through the use of E-recruitment (Nasreem, Hassan, Khan, 2016).
Thousands of job searchers use diverse online portals to apply for jobs. This can be through
organizations websites or even job-hunting websites. With the trend of E-recruitment
increasing since the last seven years in Pakistan, it has helped many job searchers in finding
the jobs they need (Ahmed, Tahir, Warsi, 2014).
As per Venkatesh et al. (2003), the Unified Theory of Acceptance and Use of
Technology (UTAUT) model can contribute in determining which aspects affect the adoption
of E-recruitment. In contrast to other technology acceptance models, the UTAUT model was
favoured for this study due to its comprehensive consideration and enhanced level of
descriptive authority. Hence, this model would let us to expand on a improved understanding
of the awareness of employees in the advertising industry with reverence to adoption of E-
recruitment systems using certain factors.

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1.2) Problem Statement

The problem lies where there is a lower level of awareness in recognizing the
difficulties that affect the employees’ awareness as well as their acceptance of E-recruitment
system (Khanam, Uddin, & Mahfuz, 2015). Using the UTAUT model (Venkatesh, Morris,
2003) we would recognize the key rudiments that create an influence on the adoption of E-
recruitment systems. Hence, our research will focus on analyzing the factors in the UTAUT
model that affect the employee’s perception about HR Department’s adoption of E-
recruitment systems (Alshehri, 2013). Also, their perception about the benefits they get from
the HR’s usage of E-Recruitment systems.
1.3) Research Objectives
 To measure the advertising agency employee’s perception of adoption of E-
Recruitment Systems and to see what they believe as to how they are going to benefit
out of this adoption.
 Search upon the issues/concerns about the perception of employees regarding the
adoption of E-recruitment systems.
 Infer to what degree the UTAUT model apply to E-recruitment methods in the
advertising industry of Karachi.
1.4) Research Questions
 What are the trends of conducting E-recruitment in Karachi?
 What is the impact of E-recruitment process in Advertising Agencies?
 How does the UTAUT model apply to E-recruitment procedures in the Advertising
industry of Karachi?
1.5) Research Limitation
Our present research is limited and its scope can be improved upon. Data that will be
collected represents only the tertiary sector providing service that is the advertising agencies
and is applicable and relevant to it. Hence, our research can only be taken as a thumbnail of
where E-recruitment systems of the advertising agencies of Karachi are right now.
Similarly, keeping in view the rapid pace of technological advancement and cross-
sectional nature of our study, it’s highly likely that our findings, in the long term and in
different settings, may not stay as noteworthy as they are now in the current settings.
Time is another major constraint limiting for our research. This may likely affect the
richness of data that will be gathered but also may contribute to limitation of participants and

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hence our sample. The pandemic situation in the world may also result in limiting the current
findings, not reaching out to as much as participants to get relevant information.
1.6) Research Justification
The efficacy of e-HRM can be observed in a different way conflict by, for example,
employees and managers (Tanya Bondarouk, 2009). This highlights the need to further
explore the viewpoints of employees who have gone through the process of E-HRM.
Few researches have been carried out on E-HRM already in Pakistan i.e. E
-Recruitment Transforming the Dimensions of Online Job Seeking: A Case of Pakistan in
2014 by IoBT academics and Impact of E-Recruitment on Effectiveness of HR Department in
Private Sector of Pakistan in 2018 by BZU Multan academics and other likewise researches.
Almost all test and explore E-HRM from the intentions and perspectives either of the
employers/HR Professionals or the job seekers but none, so far, has been carried out that
caters to the viewpoints of existing employees.
Since E-recruitment is fairly new in occurrence, a shortage of E-HRM research with
deference to literature on employees’ perception and adoption of E-recruitment systems in the
Pakistani context is apparent. The empirical studies on HRM, in Pakistani context as a whole,
need to be extensive, contributed and augmented.
1.7) Research Scope
The research’s scope is concerned with the significance of E-recruitment methods
within the larger domain of recruitment itself (Dr. Sayel, 2016). While regarding populace
and theme the examination scope distinguishes the goal or potentially inclination of experts
in the advertising Industry towards utilizing e-recruitment framework instead of conventional
enrollment techniques. Along with why such professionals’ preference came into existence
(Kerrin & Kettley, 2003). The benefits this research will provide is primarily to employers,
making it clear to them which recruitment method is most sought after by modern employees
and thus enabling them to use these methods to maximum efficiency and saving costs and
time among other benefits (Dr. Sayel, 2016).
1.8) Assumptions
Assumptions associated with this research are:
 The populace has a reasonable understanding regarding what E-recruitment is and
what its methods/mediums are.
 The sample chosen won't be one-sided/biased in filling in their surveys and furnishing
with their suppositions or other data on the topic.

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 The necessary objective of filling in 120 surveys will be finished and the examination
will at that point continue likewise.
1.9) Definition of Key Terms
 E-recruitment – Electronic recruitment (Sills, 2014)
 Performance Expectancy: This can be described as perceived benefits or usefulness of
technology in the eyes of the individual (user). It will measure how much the employee
considered e-recruitment effective compared to any manual system used before. (Khanam,
Uddin, & Mahfuz, 2015)
 Effort Expectancy: It will elaborate on how easy or comfortable was the use of e-
recruitment from the perspective of the employees. (Khanam, Uddin, & Mahfuz, 2015)
 Social Influence: This will focus on how much importance an employee gives to the
process of e-recruitment depending upon the opinion of his social circle. (Khanam, Uddin, &
Mahfuz, 2015)
 Facilitating Conditions: Employees expectation regarding the availability of e-
recruitment infrastructure within progressive organizations prior to applying (Khanam,
Uddin, & Mahfuz, 2015)
 Behavioural Intention: The combined effects of all previous variables resulting in
employee’s intention to use e-recruitment willingly or not. (Khanam, Uddin, & Mahfuz,
2015)
 User Adoption on E-recruitment system (ATUT) – An individual’s attitude towards
using e-recruitment technology (Venkatesh, Thong, & Xu, 2003).

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CHAPTER 2
LITERATURE REVIEW
2.1) Brief Summary of the Scholar Work
2.1.1 Adoption of E-Recruitment Practices in Hiring Process
Current technological advances have smoothed out major business tasks across
numerous industries and associations which incorporates recruitment as well. Subsequently
current associations are presently more inclined towards recruitment by means of digital or
online mediums which is otherwise known as E-recruitment. Some researchers on e-
recruitment topics have also given it various other terminologies for example “Social media”,
“E-recruiting”, “E-cruiting”, “Online recruiting” (Maureen Sill, 2014).
E-recruitment envelops different sources utilized for recruitment of employees, these
sources range from traditional emails to online video interviews and online evaluation and
testing and so on E-recruitment naturally is essentially substantially more than posting
position notices on the web. It covers the entire hiring process, starting from drafting the job
requirements and then actually hiring an employee (Maureen Sill, 2014). Numerous Human
Resource based software solutions incorporate highlights that spread different strides of the
recruiting cycle just as explicit parts of the cycle for instance applicant pool management.
The general belief regarding e-recruitment adoption practices is that this medium of
recruitment makes the entire hiring process run more efficiently with dedicated software and
other online services (M. Kerrin, P. Kettley, 2003). Many organizations believe that adopting
e-recruitment practices is the way forward in the field of HR while other organizations simply
go along with the trend of adopting e-recruitment practices since it is prevailing in the
modern society (Oonagh Leonard, 2012).
Furthermore, in contrast to organizations adopting e-recruitment practices to become
more efficient and save time and cost as a result, the other affected ones by this medium are
the employees themselves (M. Kerrin, P. Kettley, 2003). For the employees the reception of
E- recruitment practices is frequently not by decision this is because of representatives
consenting to the pattern and decisions associations embrace with respect to their recruiting
cycle. Though, then again at times employees will in general embrace E-recruitment practices
for the sole reasoning of convenience. Since applying, keeping track of applications and
information exchange is significantly more centralized and easier to manage then traditional

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recruitment, employees seem to be more inclined towards the adoption of e-recruitment

practices themselves as a result (Anna B. Holm, 2014).

2.1.2 E-recruitment: A Comparison with Traditional Recruiting

Effective strategies are a way to success the businesses. One of the strategies that
success the businesses is recruitment, the core of overall organizational strategy. Hiring right
talent throughout in such eras usually become extremely tough and Talent managers have to
utilities human recourse best tools for any talent hunt. Previously, traditional recruiting way
forward like print ad likewise through newspapers, recruiting agencies, internal hiring, and
usually used by organizations. The online has unlocked an overabundance of opportunities
and online has furnished a modern recruiter with so numerous tools that can help any
organization to have a competitive advantage in all walk of corporate or businesses processes
and companies’ decisions.
Term E-recruitment is usually or commonly known as online recruiting through
internet and Social media recruiting. E-recruitment increases competitive advantage for a
company’s due to it help for an organization to maintain long-term objective. Mostly
focusing on attracting or appealing and filtering out the most suitable candidates for a job
(Parry & Tyson, 2008).
Traditional recruitment tactics have become old school of thought and it replace with
new practices which is E-recruitment ways. According to Sills, 2014, Traditional diplomacies
will never redundant from practices. Traditional practices have its own pros and cons as per
market conditions. However, E-recruitment has its own force of action in the future. As per
Stefan Strohmeier, 2012, E-HRM has already built a trust in E-recruitment practice. As per
data reporting in paper of Stefan Strohmeier, 2012, 2000 provide evidence that increase in
way of dependence of E-HRM in areas of administrative and growing of technology it would
be well-known.
Eventually, both type of recruitment facilitated any organizations to acquire the right
talent at right place in accurate domain. On the other hand, both traditional recruiting and E-
recruiting have their efficiency and effectiveness methods in contrast to each other and they
both have their own benefits when it comes to pooling-in relevant, significant, and brilliant
prospective applicants. Social media platform can find right talent because this platform such
as Linkedin, Facebook, Twitter, and Google+ have huge populations where potential
applicants can be easily found.

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As per demographic number in paper of Mashable, social media platform claims over
3 billion consumers universally as of 2019, which are almost around 40% of the globally
population. According to Figure
As shown as above table, which is taken from the same source shows a very clear
representation of worldwide internet users on social media platform and the opportunity to
find a right talent among online users are huge in population. Nevertheless, not all
organizations avail online platform opportunity thus they choose traditional approach and feel
comfortable in traditional recruitment.
2.1.3 E-Recruitment Perceived Benefits
The advisor of real communication has grown into the ultimate purpose for E-
recruitment being used by Human Resource specialists. According to Anand & Devi, 2016,
E- recruitment plays a key role in two main zones; firstly, business websites (for recruitment
drives) and commercial employment advertisements to support job posters on online (Parry,
et al., 2009). The choice of selecting these trusts on organization’s scope, requirements and
their employment budget. As per companies’ benefits, there are a few aspects that beneficial
to any organizations, which are; time efficiency, geographical outreach, save work effort,
better- quality and larger number of candidates, and built-up organizational image. (Aboul-
Ela, 2014). Time efficiency is related with the hiring process becoming smaller due to E-
recruitment which also boost the selection process. Geographical outreach is the usage of
technology and communique to reach influence a higher population density gaining a diverse
set of applications through different geographic zones. More experienced candidates can be
paying attention through E-recruitment where the task of selecting the applications become
easier; thus, companies having better-quality of candidates. (Anand & Devi, 2016)
Approximately about 4 million candidates browse virtual for an employment on the
internet of which percentage of 74 are possible can be found on companies own websites.
Somewhere job seekers generally having a positive approach in the direction of social media
online platform and mobile recruitment. Applicant effectively perceived comfort of usage and
candidate satisfaction were the determinants of the job-hunting behaviour attitude to practise
E-recruitment.
As per Alsultanny, 2015, someone who experienced the using of websites, itself its
play a vital part where it was bring into being that the perceived ease of use was a
fundamental aspect in determining if someone go back to the website. However, perceiver
practicality had further influence on the experienced users. Furthermore, the companies’

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websites created a brand image that built an attention for the business as a potential owner
where candidates were more willing to hunt for employments (Kumar & S, 2014).
Whereas, according to Alsultanny & Alotaibi, 2015, E-recruitment achievement for
staff’s or employees befalls as soon as they have an optimistic intention behaviour in using E-
recruitment. Eventually, employment hunters find the practises of E-recruitment is stress-
free or user friendly to acquire and access because they have knowledge and very well
familiar of internet usage and pleasant understanding for E-recruitment process or applying
for a job.
2.1.4 E-recruitment Adaptation Through the UTAUT Model
The help in downright studying the individual reaction and intention of behaviour of
individuals who are proposed the workplace having this new technology model, is taken from
the UTAUT model, by Venkatesh et al. (2003) The basis on which this theory is made upon
comes from Theory of Reasoned Actions (TRA), the Motivational Model, the model of
Personal Computer Utilization, the Technology Acceptance Model (TAM), the Theory of
Planned Behaviour (TPB), TPB and TAM, the Innovation Diffusion Theory as well as the
Social Cognitive Theory (Venkatesh, Y. L. Thong & Xu, 2003)
The four key variables used to identify the technology’s user acceptance are, effort
expectancy, performance expectancy, social influence and effort expectancy, they influence
the behavioural intents unswervingly, conditions simplifying takes a focus towards the actual
behaviour (Devon Thomas, Singh & Gaffar, 2013).
The usage of this model for the procedure of recruitment in the advertising industry
would find the most accurate e-recruitment method to engage the prospects fright from the
beginning. It would also govern the e-recruitment procedures that sort application as per the
skillset of the employees, match the employer’s Job description (Basri, 2016).
2.1.5 Hypothesis
Variable 1: Performance Expectancy (PE)
H1 = Performance Expectancy (PE) will have an impact on the employees’ adoption of e-
recruitment systems. The degree to which a student believes that using e-recruitment system
will help him or her attain gains in job performance (Venkatesh et al., 2003).
Variable 2: Effort Expectancy (EE)
H2 = Effort Expectancy (EE) will have an impact on the employees’ adoption of e-
recruitment systems. The degree of comfort associated with the use of e-recruitment system
for a student (Venkateshet al., 2003).
Variable 3: Social Influence (SI)
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H3 = Social Influence (SI) will have an impact on the employees’ adoption of e- recruitment
systems. The degree to which a student perceives that important others believe that they
should use the e-recruitment system (Venkatesh et al., 2003).
Variable 4: Facilitating Conditions (FC)
H4 = Facilitating Conditions (FC)
will have an impact on the employees’ adoption of e-recruitment systems. The degree to
which a student believes that an organizational and technical infrastructure exists to support
use of e-recruitment system (Venkatesh et al., 2003).
2.2) Comparative Analysis
2.2.1 Summary of Themes
Researchers Themes Findings
Anand J and Chitra HR Specialists point Making of scale which highlighted the
Devi (2016), of view on the Apparent benefit of integrated and supported
Alboul-Ela (2014) perceived benefits of the organization with the E-Recruitment
E-Recruitment. benefits in the hiring processes.
Yas Alsultanny and E-Recruitment for The Apparent ease of use and enjoyment
Mona Alotaibi job search and the determines the level of significance and the
(2015) variables that impact change in behaviour and attitude of job
the Job seekers seekers towards E-Recruitment.
intention to use
them.
Sills, (2014) The Old ways E-recruitment is universal and the impending
but some characteristics of the ‘old ways’ of
towards recruitment
recruitment approaches are evergreen.
vs E-Recruitment.
Ghazzawi, K., & E-Recruitment Prior to the adoption of E-recruitment system
Accoumeh, A. System and its Major in an organization, the role of management is
(2014). success factors. to analyse the multiple areas of
organization’s reaction to it. More of the
factors which can be recruiters’
qualifications, advancement of technology
and such. The impact of new system on the
organization and it impacts is what will be
accomplished.

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Strohmeier, The HR The Pragmatic studies and its analysis towards

Bondarouk, & Transformation: E- the adoption and precognition of the E-
Konradt, (2012). Human Resource HRM’s aptitude to convert traditional HRM
Management. ways and the decision-making area.

Viswanath E-Recruitment The UTAUT model helped in discovering the

Venkatesh, Michael Processes Modelling variables for this study namely, effort
G. Morris, Gordon on the expectancy, social influence, performance
B. Davis and Fred D. Organizations expectancy and facilitating conditions.
Davis (2003)

2.2.2 Research Gap

The process of involving the potential employee and the employer is basically a dual
concept of Recruitment, which is call the Recruitment’s prospecting theory (Cascio, 1998).
But this has been the case where employers are often searched for be the employees. The
Recruitment’s mating theory is what this is called, this initiates the test of attraction of both
sides carrying forwards from the basic process of recruitment leading on to the on-boarding
of the potential employee. (Breaugh, 1992).
In addition to this, a need to give transparent and relevant information to potential
employee exists, since it impacts the intention to choose the company’s employment. The
expectations in relation to the E-Recruitment thus comes into motion when a company is
applied for, this includes and not limiting to the cost of searching, security of system, the
brand experience of the organization with the hope of communicating with the employer, this
enables the potential employee to govern their decision of being a cultural fit between them
and their organization. (Waghmare, 2018)
On another note, which was mentioned before, the time efficiency factors, the
geographical accessibility, effort saving, applicants who are suitable, and organization image
which is recognized are the few of many expectations that when choosing the E-recruitment
source is held be the employer for accessing prospective candidates (Galanaki, 2002).
2.3) Theoretical Framework
The arrangement of examination for this paper centres upon the UTAUT model which
represents the independent variables as referenced beforehand, the impacts of which will be
broken down, upon the dependent variable for example the selection of e-recruitment

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frameworks. The examination will be brought out through using the data gave by the workers
of the advertising industry by means of filling questionnaires. The research techniques which
incorporate, correlation analysis, multi-linear regression and descriptive analysis through
which the central tendency can be estimated by means of mean, median and mode. Inferential
statistics will likewise be done to induce the sample's outcomes on to our target population
(Venkatesh et al. 2003).
2.4) Conceptual Framework

Perfromance
Perfromance
Expectancy
(PE)

Facilitating Effort
Conditions E-Recruitment
Expectancy
Adoptio (EA)
(FI) (EE)

Social
Influence
(SI)

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CHAPTER 3
RESEARCH METHODOLOGY
3.1) Research Design
The objective of this study is to analyse the employees’ perception and their
acceptance of E-recruitment systems; hence a descriptive research method is used. This
method is suitable as it will identify the perception of employees without influencing them in
any way by assessing their responses through the quantitative method (Khanam, Uddin, &
Mahfuz, 2015). The descriptive research method is beneficial analyse and comprehend
employees’ viewpoint regarding E-recruitment systems (Gefen, Karahanna, & Straub, 2003).
Conducting a quantitative method and having responses filled by employees will assist us in
gaining access to how they perceive acceptance of E-recruitment systems (Khanam, Uddin, &
Mahfuz, 2015).
3.2) Population and Sample/ Participant and Sample
The unit of analysis undertaken for this research consists of employees currently
working within the advertising industry of Pakistan with the aim of gauging their perception
with regard to the human resource department’s adoption of e-recruitment systems led by the
employees’ perception about the benefits they get from the HR’s usage of E-Recruitment
systems. The total population is impossible to estimate since there are a significant number of
employees’ who are currently employed within the advertising industry. Further to this, since
it is not plausible to target every member of the population as there were time constraints
hence a sample size of 120 participants will be selected in order to achieve a 99% confidence
level. (Sekaran, 2003).
3.3) Sampling Technique
For this research, sampling technique used is non-probabilistic sampling since the
probability odds of a particular member from the population cannot be predicted /calculated.
Convenience Sampling will further be opted for under non-probabilistic sampling since the
emphasis of this research is upon the results being generalized with regard to ensuring that
the knowledge attained is representative of the population, from which the sample was drawn
(Khanam, Uddin, & Mahfuz, 2015).
3.4) Data Collection Procedure
Data collection will be done via questionnaires which will cater to all the mentioned
variables; the employees of the advertising industry in various agencies are being targeted for

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this purpose. Further to this, since the advertising industry encompasses an array of
agencies hence the questionnaire will be filled by 120 participants. The survey instrument
will be a 5- point Likert scale questionnaire, the questions of which will cater to the
independent and dependent variables (Khanam, Uddin, & Mahfuz, 2015).
3.5) Reliability and Validity
CronBach Alpha is used, which will be determining uncertainty multiple questions
including on the questionnaire are reliable. This will be completed through given the
understandings of the survey’s design accurateness in relations of measuring the variable of
interest. According to (Bolarinwa, 2015), CronBach Alpha will be tested and measured on
SPSS, to instrument the above mentioned.
3.6) Hypotheses and Variables
The variables are divided into two main categories that is the dependent variables and
the independent variables. The dependent variable is employees’ adoption of e-recruitment
systems and the independent variables are; facilitating conditions, effort expectancy,
performance expectancy, and social influence.
The hypotheses proposed for this study are as follows:
 H1 = The impact of Social Influence (SI) on the employees’ adoption of e-recruitment
systems.
 H2 = The impact of Facilitating Conditions (FC) on the employees’ adoption of e-
recruitment systems.
 H3 = The impact of Performance Expectancy (PE) on the employees’ adoption of e-
recruitment systems.
 H4 = The impact of Effort Expectancy (EE) on the employees’ adoption of e- recruitment
systems.
3.7) Ethical Considerations
As per Ethical Considerations, all participants are being informed; what kind of study we are
researching about and what kind of information is required from participants end. Only from
those participants filled their information who are willing to provide the information.
Whereas, voluntary participations and informed consensus take a part in this research with
ethical considerations from them and as well as well-aware to maintain the privacy of the
participants information.

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3.8) Plan of Analysis

This study is focuses upon the on Unified Theory of Acceptance and Use of
Technology (UTAUT) model. As mentioned previously, the UTAUT model interprets for the
independent variables, which analysed on the effects, upon the dependent variable that is the
adoption of E-Recruitment systems in organization. The investigation will be carried out
through using the information provided by the staffs of the Advertisement industry via filling
survey questionnaires. This study is utilizing the different techniques which include, multi-
linear regression, correlation analysis, and descriptive analysis through which the central
tendency are measured that is mean, median and mode. Inferential statistics will also be
carried out to conclude the sample’s results of questionnaires on to our targeted sector of
population.
3.9) Software Used
This study was tested on Statistical Package for the Social Sciences (SPSS).

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CHAPTER 4
FINDINGS AND ANALYSIS
4.1) Analysis and Interpretation
4.1.1 Demographics
Demographic Frequenc Percent
Investor's Grouping (n= 120)
Variables y (%)
Male 60 50.0
Gender
Female 60 50.0
20-30 years 62 51.7
31-40 years 48 40.0
Age
41-50 years 8 6.7
51-60 years 2 1.7
Graduate - Bachelors 51 45.5
Education Post Graduate - Masters 67 55.8
PhD 2 1.7

The sample for the research consists of 120 participants all belonging to some of the
top most advertising agencies of Pakistan. The respondents were divided in a way so that
both genders can be measured equally. The figure shows 50% of the respondents in the
gender male and 50% on the male side. Moreover, the age was kept from the working age of
20 to the retirement age of 60, majority of the participants in the Human Resources
department of these agencies came from the younger age range of 20-30 years. This shows
that the HR in Pakistan on the advertising sector is mostly comprised of the young people.
Finally, the education was set at the minimum level of qualification that is needed in order to
get in any company and the highest level which is of a Doctor of Philosophy.
4.1.2 Descriptive Analysis
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
EA_avg 120 2.60 5.00 3.9667 .39265
PE_avg 120 3.25 5.00 4.4208 .44437
EE_avg 120 2.50 5.00 4.2417 .53935
SI_avg 120 2.00 5.00 4.0694 .78131
FC_avg 120 2.75 5.00 4.1812 .57610
Valid N (listwise) 120
The descriptive test shows the mean and standard deviation of all variable those being
E-recruitment Adoption, Performing Expectancy, Effort Expectancy, Social Influence and
Facilitating Conditions. Among the response that were collected, all the 120 of them were

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measured on different scales. The Minimum value shows the smallest value of the variable
that was collected during the collection of data. On the other hand, Maximum shows that the
largest value among these variables was of 5. The Mean indicates the average that runs across
all the multiple observations whereas the standard Deviation highlights and measures the
spread or how much the observations are dispersed.
4.1.3 Reliability Analysis
Reliability Statistics

Cronbach's N of
Alpha Items

.894 5

Cronbach’s Alpha is a tool introduced in 1952 as a test that falls under psychometric
statistic. It helps in understanding the reliability of the research. This score is a benchmark
that tests reliability of variables, a standard measure is that it should be above 0.60, this is a
recommended by Sekaran and Bougie (2012). In our research the reliability analysis is of the
value of 0.894 which displays that the internal consistency is strong and research reliability
and the variables are related closely to the group.
4.1.4 Correlation Analysis

Correlations
EA_avg PE_avg EE_avg SI_avg FC_avg
** ** **
Pearson Correlation 1 .592 .505 .645 .694**
EA_avg Sig. (2-tailed) .000 .000 .000 .000
N 120 120 120 120 120
**. Correlation is significant at the 0.01 level (2-tailed).

The Correlation is a tool which shows a relationship between a dependent variable

and all the independent variables. The statistical tool has Pearson correlation above states that
the variables which are used in this study are significantly high and sig value of these
variables are 0.000 which is below 0.01.
The first-row states that the Performance Expectancy (EA) has a positive
correlation with the employee’s adoption of the system in the advertising agencies (r =.592, n
= 120, p < .01), showing that employees do take expected performance in account with a
relationship of approximately 59% which is significant at 99%. Facilitating Conditions has
highest correlation with E-Recruitments Adoption that being 69.4% (r =.694, n = 120, p < .
01). It indicates Employees do look for conditions which facilitate them when opting for the

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E-Recruitment adoption. Effort Expectancy has a moderate positive correlation with

employee’s adoption of the system in the advertising agencies (r =.505, n = 120, p < .01),
showing that employee’s adoption of E-Recruitment does matter corelate to Expected Efforts
with a relationship of approximately 50.5% which is significant at 99%. Finally, Social
Influence also have a positive correlation with the employees adoption of the system in the
advertising agencies (r =.645, n = 120, p < .01), highlighting that Social Influence does
matter when employees are going towards the adoption of E-Recruitment System, with a
relationship of approximately 64.5% which is significant at 99%.
4.1.5 Regression Analysis and Model Summary Table
Model Summary

Model R R Square Adjusted R Std. Error of the

Square Estimate

1 .725a .526 .509 .27505

a. Predictors: (Constant), FC_avg, EE_avg, SI_avg, PE_avg

Model Summary Interpretation:

The R value of 72.5% highlights there exists a moderate correlation between
the variables. R square is used to clarify the changeability in the dependent variable which is
clarified by the independent variables of the study. In simple words, it shows how much
influence the independent variables have on the dependent variable. Here, the R square value
of 52.6% shows that 52.6% dependent variable (E-Recruitment Adoption) is explained by the
independent variables taken in the study (Facilitating Conditions, Effort Expectancy, Social
Influence and Performance Expectancy). E-Recruitment and Talent Acquisition being a wide
field, incorporates many thought processes displayed by the employees. Thus, it can be said
that the remaining 47.4% of the portfolio investment is enlightened by other variables which
are not being premeditated in this research.

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4.1.6 Regression Analysis Coefficients table

Coefficientsa

Model Unstandardized Coefficients Sig.

B Std. Error

(Constant) 1.811 .257 .000

PE_avg .165 .098 .095

1 EE_avg -.090 .079 .254

SI_avg .129 .051 .013

FC_avg .307 .082 .000

a. Dependent Variable: EA_avg

Regression Interpretation:
It is a dynamic statistical instrument which helps us understand the influence
of independent variables on the dependent variable, along with significance of the influence.
It evaluates the distinct impact of each independent variable and how much each of them
subsidizes to explain the dependent variable. The Coefficients table also allows to scrutinize
the distinct significance of each variable.

Regression Model (Linear Equation):

E-Recruitment Adoption = 0.165Performance Expectancy - .129eEffort Expectancy –
0.129Social Influence+ 0.307Facilitating Conditions.
Result:
H1: The impact of Social Influence (SI) on the employees’ adoption of e-recruitment
systems.
H1 is rejected as the significance value is 0.013 which is more than 0.01 with a
positive beta value (r =.129, n = 120, p > .01), which indicates that Social Influence has a
significant negative impact on the E-Recruitment adoption of advertising agencies in
Pakistan.

Result:
H2: The impact of Facilitating Conditions (FC) on the employees’ adoption of e-
recruitment systems.
H2 is accepted as the significance value is lesser than 0.01 with a positive beta value
(r =.307, n = 120, p < .01), which indicates that indicates that Effort Facilitating conditions

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has a significant positive impact on the E-Recruitment adoption of advertising agencies in

Pakistan.’
Result:
H3: The impact of Performance Expectancy (PE) on the employees’ adoption of e-
recruitment systems.
H3 is rejected as the significance value is 0.095 which is more than 0.01 with a
positive beta value (r =.165, n = 120, p > .01), which indicates that Performance Expectancy
has a significant negative impact on the E-Recruitment adoption of advertising agencies in
Pakistan.

Result:
H4: The impact of Effort Expectancy (EE) on the employees’ adoption of e- recruitment
systems.
H4 is rejected as the significance value is 0.254 which is more than 0.01 with a
negative beta value (r =- 0.90, n = 120, p > .01), which indicates that Effort Expectancy has a
significant negative impact on the E-Recruitment adoption of advertising agencies in Pakistan

4.1.7 Regression Analysis Anova table

ANOVAa

Model Sum of Squares df Mean Square F Sig.

Regression 9.647 4 2.412 31.879 .000b

1 Residual 8.700 115 .076

Total 18.347 119

a. Dependent Variable: EA_avg

b. Predictors: (Constant), FC_avg, EE_avg, SI_avg, PE_avg

ANOVA Interpretation:
ANOVA table shows us the goodness fit of the model, which is checked by the sig
value. The sig value of .000 shows that the model is fit, as the value is less than 0.05 making
the model and the finding reliable.

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4.1.8 Multi-Collinearity Test

Coefficientsa

Model Unstandardized Coefficients Standardized Sig. Collinearity Statistics

Coefficients

B Std. Error Beta Tolerance VIF

(Constant) 1.811 .257 .000

PE_avg .165 .098 .187 .095 .334 2.990

1 EE_avg -.090 .079 -.124 .254 .355 2.821

SI_avg .129 .051 .256 .013 .402 2.485

FC_avg .307 .082 .450 .000 .287 3.483

a. Dependent Variable: EA_avg

Multicollinearity Interpretation:
Multicollinearity occurs when there is a strong causal effect or dependence
between two independent variables. In any research, if multicollinearity is existing, it can
draw out superfluous results and winding the results within the regression model. Collinearity
statistics are divided into tolerance and variance inflation factor (VIF). The tolerance values
derived must be greater than 0.1 and lesser than 10 for VIF. Here, the tolerance value of each
of the independent variables is greater than 0.1. Also, the VIF values are 2.990 for
Performance Expectancy 2.821 for Effort Expectancy, 2.485 for Social Influence and 3.483
for CFacilitating Conditions. It highlights that there is very low or minimal multicollinearity
between the independent variables of the study and they do not incline to change in
agreement.

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4.1.9 Distribution of Data Plotting

Histogram Interpretation:
The diagram shows that data is normally distribution. It depicts that most of our data
is within the desired range and less variables can be seen here as outliers. Thus, making a
bell-shaped curve.

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Normal P-P Plot Interpretation:

This also shows the graph is normally distributed as most responses lies on or near the
line of best fit and there are no outliers present way too far away from the line of best fit.

4.1.10 Table of Hypothesis

Hypothesis Result Remarks
H1: The impact of Social Disapproved Since r value is 0.645 and
Influence (SI) on the the beta value being 0.129
employees’ adoption of e- with p>0.05
recruitment systems.
H2: The impact of Approved Since r value is 0.694 and
Facilitating Conditions (FC) the beta value being 0.307
on the employees’ adoption with p<0.05
of e- recruitment systems.
H3: The impact of Disapproved Since r value is 0.592 and
Performance Expectancy the beta value being 0.165
(PE) on the employees’ with p<0.05
adoption of e- recruitment
systems.
H4: The impact of Effort Disapproved Since r value is 0.505 and
Expectancy (EE) on the the beta value being -0.90

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employees’ adoption of e- with p>0.05

recruitment systems.

4.2) Discussion
This research paper adds to the work of members of academia that have contributed to
broadening the field of Human Resources by understanding the implementation of E-
recruitment practices in the advertising sector of Pakistan. In order to fully understand the
perceptions of individuals within the industry on adopting an E-recruitment system, concerns
that follow up with the adoption of such a system and to infer to what extent the Unified
Theory of Acceptance and Use of Technology applies to the industry in question.
According to the study by Aboul-Ela, (2014). Today’s generation nowadays very
actively seek for jobs online, this is a very quick process and easy to go with as with a few
taps a candidate can apply for a job and the organizations can filter, analyze and evaluate the
best candidate among the pool. We further find the need for this study in Khanam, Uddin, &
Mahfuz, 2015. In which they stated majority of the corporations face their own challenges
when it comes to recruitment. With varied technology coming into place, it has cemented
ways for setting the phase for more improved and exceptional recruiting approaches. That is
one motive why for over fifteen years, the recruitment style has shifted towards online
resources.
According to Nasreem, Hassan, Khan, (2016). In SAARC countries, Pakistan is said
to be the second highest Internet user concerning its population. Due to this, organizations
have been aiming to recruit, sustain and grow capable employees through the use of E-
recruitment. Thousands of job searchers use diverse online portals to apply for jobs. This can
be through organizations websites or even job-hunting websites. With the trend of E-
recruitment increasing since the last seven years in Pakistan, it has helped many job searchers
in finding the jobs they need (Ahmed, Tahir, Warsi, 2014).
As per Venkatesh et al. (2003), the Unified Theory of Acceptance and Use of
Technology (UTAUT) model can contribute in determining which aspects affect the adoption
of E-recruitment. In contrast to other technology acceptance models, the UTAUT model was
favored for this study due to its comprehensive consideration and enhanced level of
descriptive authority. Hence, this model would let us to expand on an improved
understanding of the awareness of employees in the advertising industry with reverence to
adoption of E- recruitment systems using certain factors.

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Using the UTAUT model (Venkatesh, Morris, 2003) we would recognize the key
rudiments that create an influence on the adoption of E- recruitment systems. Hence, our
research will focus on analyzing the factors in the UTAUT model that affect the employee’s
perception about HR Department’s adoption of E-recruitment systems (Alshehri, 2013). Also,
their perception about the benefits they get from the HR’s usage of E-Recruitment systems.

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CHAPTER 5
CONCLUSION AND RECOMMENDATIONS
5.1) Conclusion
The purpose of this study is to implement the E-recruitment system in the
Advertisement sector of Karachi. The factor that would affect the adoption the E-
Recruitment system and more exactly this research is focused on the factors that are in
UTAUT model that are affecting the employee’s mindset about their Human Resource
department for adoption of E-Recruitment system for find the talent (Alshehri,2013). Also,
the benefits that Human Resource department can get from the usage from E-Recruitment
system.
According to this study, in this research the respondent’s data was collected is 120.
All respondents are employees who are working in multiple Advertisement agencies in
Karachi. After the respondent’s collection data. The collected data run on software named
SPSS was used to interpret the data results. As per finding of this study, these variables are
necessary to investigate the effect on dependent variable. As per UTAUT model, in the study
they are four independent variables and one dependent variable that can create the impact of
Adoption of E-recruitment systems. These variables are Adoption of E-recruitment systems
as a dependent variable and independent variables are; Performance Expectancy, Effort
Expectancy, Social Influence, and Facilitating Conditions. According to Oonagh Leonard,
2012, as per many organizations have a confidence in adopting E-Recruitment practices for
battement the Human Resource and other organization simply go with trend of adopting E-
Recruitment practices
According to Khanam, Uddin, & Mahfuz, 2015, the focus of the mentioned variables
in this study affect the employee’s mindset about the Human Resource department adoption
of E-Recruitment system. In which include the Performance Expectancy independent variable
that as an individual what benefits can Human Resource department get in adoption in E-
Recruitment. Secondly, the second independent variable that is Social Influence, in the social
circle of employee how can E-recruitment play an important role in their social circle.
Thirdly, the third independent variable in this study is Facilitating Conditions, the availability
of E-recruitment basic structure is implemented in prior organization or in same sector.
On the other hand, the benefits that Human Resources will get from E-Recruitment is
the better opportunities for internal hiring’s and as well as it will also improve the
Advertisement HR to reach the best talent. As per our research and it samples highlight that

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using E-Recruitment system in the Advertisement sector will have a better opportunity in
recruiting and boost the productivity of HR while having E-Recruitment system. In addition
to this, as per our sample size mostly finding the better opportunities or hunting the right
talent in the future will be through the usage of the E-Recruitment system. In the end, as per
this research finding it can easily say that adoption of E- Recruitment system can consider a
positive step by the Advertisement sector Human Resources. As mostly like other sector E-
Recruitment likely utilized and playing the huge role in term of sourcing the talent for the
industries.
5.2) Recommendations
This study is mainly focused on electronic forms of recruitment, mainly through the
use of the internet, given that digital technology, particularly electronics, is advancing at an
exponential pace. Consequently, in the event of a shift in electronic forms of recruitment,
the application of this research may diminish in the future. It is recommended that this study
be further discussed in certain circumstances.
Since job seekers find the e-recruitment process easier to understand and function in
terms of suggestions based on this report, as the majority are well trained and familiar with
the use of the Internet (Alsultanny & Alotaibi, 2015). This study can also be used by
advertising agencies as a way of knowing what workers are looking for when it comes to e-
recruitment and what their experience is with regards.
5.3) Areas of Further Research
This study, which is primarily carried out in Karachi, specifically portrays only the
findings of Karachi's advertising industry. However, by looking at various areas of study,
this research can be further discussed. For example, this research can be further carried out in
other cities in Pakistan, such as Lahore and Islamabad, with a developed banking sector.
In addition to this, in order to include the variables that are not covered in this
analysis, the UTAUT model can be further extended to cover a further in-depth insight into
the model described.

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APPENDIX

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Questionnaire – Google Docs

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