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An Investigation of how Students and Recent Graduates use Digital Marketing Tools throughout their Search for Employment

Buffini, Maeve (2016) An Investigation of how Students and Recent Graduates use Digital Marketing Tools throughout their Search for Employment. Masters thesis, Dublin, National College of Ireland.

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As technology develops constantly, the quantity and quality of the facilities it offers also grows. Technology and the Internet have become a crucial part of the majority of people’s daily routines and they also play a major role in how
businesses operate.

From reading current and up to date existing information around the topic, it was evident that there was a lot of research carried out on digital marketing and the tools involved. However, there was a limited amount of research
already existing that focuses on how students and recent graduates use these tools to source employment. The study aims to develop the existing information on this topic and produce valuable information for marketers and employers from the job seeker’s perspective. Specifically, this research seeks to investigate exactly what specific digital marketing tools students and recent graduates are using when they are looking for potential employment opportunities so marketers and employers know how to reach potential candidates in a more efficient and effective manner.

A quantitative method in the form of an electronic survey was used in order to collect data for the study. Forty-eight participants responded to the survey, and provided a significant amount of data. From the analysis, a number of findings and themes surfaced. Expectedly, it was found that overall, students and recent graduates actively use digital marketing tools when they are searching for employment. In relation to the job search, it was found that
specific tools and devices are preferred during job seeking activities and it also became clear which specific tools marketers should use and combine in order to reach a higher percentage of best-fit candidates for any job vacancies.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > e Marketing
H Social Sciences > HD Industries. Land use. Labor > Issues of Labour and Work > Classes of Labour > Graduate Employment
Divisions: School of Business > Master of Science in Marketing
Depositing User: Caoimhe Ni Mhaicin
Date Deposited: 03 Nov 2016 16:04
Last Modified: 03 Nov 2016 16:04

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