THE IMPACT OF THE DIGITAL ERA ON HUMAN RESOURCES MANAGEMENT. SOCIAL MEDIA AS RECRUITING ENVIRONMENT FOR POTENTIAL CANDIDATES

The 21st century is defined by the increased interest for the multidimensionality of the labor market. Digitalization is a process holding an important effect on the relationship established between the employer and the employee. In Romania, digitalization is becoming a relevant topic of discussion throughout various domains. The need to strengthen the Human Resources Management (HRM) in Romania represents a growing area of interest, as this is considered to be the "backbone" in any modern organization. This paper focuses on the impact of the digital era on specific HRM processes. The paper addresses recruitment and selection processes within the context of the development of social networking usage, specifically focusing on the attitudes of human resource specialists in regards to the challenges and opportunities of using online media for recruitment and selection purposes. The paper is supported by the results of the analysis of twelve interviews with human resources specialists responsible for recruitment and selection. The aim is to explore recruitment and selection opportunities, challenges and tendencies considering the continuous development of online media, which has transferred HRM activities in this new sector. The results suggest that even though online communication channels such as social networking sites include many advantages in the recruitment process, human resources specialists still lack specific objectives and a wider vision for incorporating the vast opportunities of online media into a more extensive recruitment and selection strategy.