Recruitment Marketing - a Bibliometric analysis

Abstract

Purpose: The purpose of the study is to conduct a Bibliometric analysis of Recruitment Marketing. Theoretical framework: Recruitment Marketing is a technique that has evolved recently to nurture candidates before they apply for a job. Understanding and applying recruitment marketing techniques is essential to retain a talent pool. Since Recruitment Marketing is a new strategy, there is still much to research and discover. Design/methodology/approach: The current scenario of publications from 2000-2020 on Recruitment Marketing listed in the Clarivate Web of Science database was explored in this bibliometric study. To build a bibliometric map, descriptive and inferential statistical methods were utilized. Bibliometric analysis was performed using R-based software Biblioshiny. Findings: The findings revealed that the topic is not well established in the literature but has scope for growth in the coming future. The results reported that only very few studies were undertaken in the area of recruitment marketing globally. USA and Australia are the countries which contributed articles in this area when compared to other countries. The most commonly used words are 'loyalty,' 'attraction,' and 'conceptual-model'. New developments in recruitment marketing have not been sufficiently studied and understood logically and concisely. This study utilized a conceptual framework to organize and analyze the field's various research streams and themes. These themes and subthemes have suggested research recommendations and crucial research areas. Research, Practical & Social implications: Authors recommend in-depth study for the future and identify the areas that need more exploration. The current study can help researchers and recruiters to analyze the upcoming recruiting trends and strategies. Originality/value: The study is found to be primary and original research that contributes to the bibliometric representation of recruitment marketing.

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