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The use of online recruitment methods is now widespread among UK organisations,but has not dominated the recruitment market in the way that was predicted by thepopular media. This may be because organisations experience mixed success inusing online methods of recruitment. This article reports on the use of a large-scale,longitudinal survey of recruitment activity to investigate the usage and perceivedsuccess of both corporate and commercial web sites by employers. In addition, 20interviews with users and providers of online recruitment were conducted in orderto provide a deeper exploration of the factors that may affect the success of thesemethods. The results provide valuable insights into the use and success of onlinerecruitment in the UK and have strong implications for practitioners.the Internet first emerged as a recruiting tool in the mid-1990s and washailed in the popular management press as the driver behind a ‘recruitingrevolution’ because of the benefits it could bring to recruiters (Boydell,2002). Indeed, some authors suggested that the Internet had ‘revolutionised theway that people look for work’ (Birchfield, 2002) and brought ‘radical change tocorporate recruiting’ (Cappelli, 2001). There has been little empirical research toinvestigate whether these predictions have been realised, despite extensive use ofthe methods. We will examine the use of online recruitment and perceptions of itssuccess in comparison with other methods in the UK by the year 2006 throughour longitudinal data set and interviews. We will then analyse our data todiscover whether the successful use of online recruitment is limited to particulartypes of organisations or whether its success is determined by how employers useonline recruitment systems.Recruitment ‘includes those practices and activities carried out by the organisationwith the primary purpose of identifying and attracting potential employees’(Breaugh and Starke, 2000: 405) and has long been regarded as an important part ofHRM as it ‘performs the essential function of drawing an important resource –human capital – into the organisation’ (Barber, 1998: 841). The strategic significanceof recruitment is often reported in the literature (Boxall and Purcell, 2003), theemphasis being on the need to attract and retain high-quality people in order to gaina competitive advantage, as is consistent with the resource-based view (Barney, 1991;Wright and McMahon, 1992; Barney and Wright, 1998).Labour market shortages and recruitment difficulties have led to a morecompetitive recruitment market in the last decade. Lievens et al. (2002) asserted thatthe ‘war for talent’ meant that the emphasis in organisations moved from theselection to the attraction of employees. Indeed, the Chartered Institute of Personneland Development (CIPD) (2007) reported that 84 per cent of organisations

The use of online recruitment methods is now widespread among UK organisations,but has not dominated the recruitment market in the way that was predicted by thepopular media. This may be because organisations experience mixed success inusing online methods of recruitment. This article reports on the use of a large-scale,longitudinal survey of recruitment activity to investigate the usage and perceivedsuccess of both corporate and commercial web sites by employers. In addition, 20interviews with users and providers of online recruitment were conducted in orderto provide a deeper exploration of the factors that may affect the success of thesemethods. The results provide valuable insights into the use and success of onlinerecruitment in the UK and have strong implications for practitioners.the Internet first emerged as a recruiting tool in the mid-1990s and washailed in the popular management press as the driver behind a ‘recruitingrevolution’ because of the benefits it could bring to recruiters (Boydell,2002). Indeed, some authors suggested that the Internet had ‘revolutionised theway that people look for work’ (Birchfield, 2002) and brought ‘radical change tocorporate recruiting’ (Cappelli, 2001). There has been little empirical research toinvestigate whether these predictions have been realised, despite extensive use ofthe methods. We will examine the use of online recruitment and perceptions of itssuccess in comparison with other methods in the UK by the year 2006 throughour longitudinal data set and interviews. We will then analyse our data todiscover whether the successful use of online recruitment is limited to particulartypes of organisations or whether its success is determined by how employers useonline recruitment systems.Recruitment ‘includes those practices and activities carried out by the organisationwith the primary purpose of identifying and attracting potential employees’(Breaugh and Starke, 2000: 405) and has long been regarded as an important part ofHRM as it ‘performs the essential function of drawing an important resource –human capital – into the organisation’ (Barber, 1998: 841). The strategic significanceof recruitment is often reported in the literature (Boxall and Purcell, 2003), theemphasis being on the need to attract and retain high-quality people in order to gaina competitive advantage, as is consistent with the resource-based view (Barney, 1991;Wright and McMahon, 1992; Barney and Wright, 1998).Labour market shortages and recruitment difficulties have led to a morecompetitive recruitment market in the last decade. Lievens et al. (2002) asserted thatthe ‘war for talent’ meant that the emphasis in organisations moved from theselection to the attraction of employees. Indeed, the Chartered Institute of Personnrtjhhhhhhrrreh35th563gteyhhhshynhs gfshnfndhfndhnthntntdn nnsddhnfgnnngtg n nghnghnfgeland Development (CIPD) (2007) reported that 84 per cent of organisations