Social communication in management: implications in recruitment processes of Latin American countries

Purpose - The landscape of recruitment is changing. The use of social media communication in the recruitment processes chosen by firms allows the selection of active and passive candidates, increasing competition and reducing the costs of recruitment. In this context also Latin American SME’s are facing intense efforts to adapt to change by becoming more prompt and efficient in achieving their recruiting goals. Sometimes, however, social media communication could contrast with the established norms and traditions of cultural dimensions of these countries. The purpose of this paper is to examine the relationship between cultural dimensions and social media communication. Focusing on this correlation we can understand the role of new recruitment strategies as social recruitment, in Latin American countries compared to the rest of world. Design/methodology/approach - This paper proposes an empirical analysis that examines the effects of cultural values on social media by considering Hofstede’s Cultural Dimensions. In particular, a multiple linear regression model was employed to test the hypotheses on a sample of sixty countries, of which twenty are Latin American countries. Findings - The results show that there is a correlation between cultural dimensions and social media communication. Considering that social media communication have a positive effects on recruitment in these countries, if government implemented effective policies to ensure social media access for all, Latin American small and medium enterprises could select “the best workers”. Research limitations/implications -. This work can be useful for managers to understand that the challenge is due and it must be not only organizational but, above all, cultural (Normann, 1996). Originality/value – The study represents an original contribution to understand if social media communication is a change driver strong enough to bring about a radical shift in recruitment processes and if it is able to generate positive effects in the Countries. Moreover, Latin American policy implications are discussed.