The Role of Social Media in Construction Industry Recruitment : employee views on digital recruitment – case company X
Tero, Roosa (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120131368
https://urn.fi/URN:NBN:fi:amk-2025120131368
Tiivistelmä
This thesis examines the use of social media in recruitment within the construction field from the workers’ perspective. The goal of the research is to study the construction industry recruitment and focus on the role of social media in it. This thesis was commissioned by a small Finnish construction company, which prefers to remain anonymous.
The theoretical framework of this study consists of a literature review on recruiting and social media. Referred texts are divided into three parts: theoretical review of recruiting, theoretical review of social media, and theoretical review of social media as a tool.
This research was conducted using a quantitative research method. The data collection method chosen for this research was a survey completed by construction workers from different companies across the country. The survey consisted of 15 questions: 12 multiple-choice and three open-ended. The purpose of the survey was to get insights from the employee perspective about using social media in recruiting. The survey was conducted in October 2025 and received 51 responses.
Based on the research results, it can be concluded that traditional methods remain more popular, while social media use has risen, especially among younger workers. Key benefits are easy access to job postings and direct communication with employers. The challenges that emerged include unclear job descriptions and privacy concerns. The study concludes with recommendations for construction companies that wish to improve their social media recruitment strategy.
The theoretical framework of this study consists of a literature review on recruiting and social media. Referred texts are divided into three parts: theoretical review of recruiting, theoretical review of social media, and theoretical review of social media as a tool.
This research was conducted using a quantitative research method. The data collection method chosen for this research was a survey completed by construction workers from different companies across the country. The survey consisted of 15 questions: 12 multiple-choice and three open-ended. The purpose of the survey was to get insights from the employee perspective about using social media in recruiting. The survey was conducted in October 2025 and received 51 responses.
Based on the research results, it can be concluded that traditional methods remain more popular, while social media use has risen, especially among younger workers. Key benefits are easy access to job postings and direct communication with employers. The challenges that emerged include unclear job descriptions and privacy concerns. The study concludes with recommendations for construction companies that wish to improve their social media recruitment strategy.