Publication Date

Spring 2012


School of Communication


Communication Studies: Advertising and Public Relations

Primary Subject Area

Business Administration, General; Business Administration, Management


social media, hiring, human resources, networking, social networking, public relations, firms, advertising, LinkedIn, Facebook, Twitter, hiring managers, jobs, job applicants, recruitment, recruiting, social media, social recruiting


Advertising and Promotion Management | Business Administration, Management, and Operations | Business and Corporate Communications | Human Resources Management | Marketing | Technology and Innovation


The purpose of this study is to determine the role that professional networking websites, such as LinkedIn, play in the hiring decisions of talent recruiters at major advertising and public relations firms. A study of literature relating to social media, traditional recruitment techniques and legal implications regarding the use of networking websites in the hiring process provided a foundation for the study. Primary research, in the form of online surveys distributed to hiring managers at some of the largest international advertising and public relations firms, was conducted to set a foundation for understanding the use of networking websites in the hiring process within the advertising and public relations industry.