Digital Social Platforms and Talent Acquisition: Empirical Evidence from the Tourism Industry in Jordan

The employment landscape in the world keeps changing due to the accelerated technological changes, specifically in online platforms, automation, online collaborative tools, and artificial intelligence. Increasing pressure on the recruitment of talented professionals, as well as the growth of the working positions in the tourism sector, poses a great challenge to organizations aiming at sustaining the efficient performance of their operations. This has further necessitated the need to adopt efficient talent acquisition strategies which are backed by digital social platforms and an excellent employer branding. This paper seeks to discuss how digital social media have influenced talent acquisition in the Jordan tourism sector. The data that were collected were modeled with structural equation modeling based on a sample of 620 respondents selected in the tourism sector organizations in Jordan where all the respondents have direct experience in the recruitment process and hiring processes. The results indicate the importance of digital social platforms in improving the results of talent acquisition processes, showing that professional and strategic communication via such platforms can play an important role in ensuring sustainable human resource management practices in the Jordanian tourism sector.