EXPLORING THE ROLE OF DIGITAL RECRUITMENT IN SHAPING JOB SEARCH BEHAVIOR OF POST-GRADUATE JOBSEEKERS: A STUDY IN NAGPUR CITY

Abstract

The rapid advancement of digital technologies has fundamentally transformed recruitment practices across the globe. In India, the proliferation of e-recruitment has reshaped how jobseekers search, evaluate, and apply for employment opportunities. This study explores the role of digital recruitment in shaping job search behavior among post-graduate jobseekers in Nagpur City. Drawing on the Technology Acceptance Model (TAM), the study examines key variables — perceived usefulness, ease of use, credibility, and accessibility — and their influence on job search behavior. Primary data were collected from 150 post-graduate respondents using a structured questionnaire. Statistical tools including Pearson correlation, multiple regression (with VIF multicollinearity diagnostics), KMO–Bartlett factor validation, and reliability analysis (Cronbach's α) were applied using SPSS v26. The model explained 67.3% of variance in job search behavior (R² = 0.673; F = 38.74; p < .001). All five hypotheses were supported. Perceived usefulness (β = .42) emerged as the strongest predictor, followed by ease of use (β = .31). Data privacy concerns (68%), fake job postings (63%), and absence of post-application feedback (58%) are the dominant adoption barriers. The study contributes an empirically validated, tier-2-city-specific understanding of digital recruitment behavior and offers actionable implications for recruiters, policymakers, and educational institutions.