Exploring the employment opportunities through social networking platforms for black South African millennials at selected Universities in KwaZulu-Natal

Abstract

This study was conducted to explore the employment opportunities available to Black South African millennials through social networking platforms (SNSs). The study was motivated by the existing gap in literature regarding studies focusing on Black South African millennials, their SNS use behaviours, as well as contextual challenges. The study aim was to explore employment opportunities for Black South African Millennials through LinkedIn. A mixed-methods approach was employed. Six hundred and nine (n = 609) students from Durban University of Technology, the University of KwaZulu-Natal and Mangosuthu University of Technology participated in the survey. Eleven interviews were also conducted with personnel from the Department of Public Service and Administration (DPSA) and two separate recruitment agencies. The participants for both samples were recruited using purposive sampling and the data that was gathered from them was analysed using the Statistical Package for the Social Sciences (SPSS), including Structural Equation Modelling (SEM) and Interpretative Phenomenological Analysis (IPA). The findings revealed that SNSs especially LinkedIn provide a convenient and effective way for Black South African millennials to access employment opportunities. This study provide valuable insights to equip Black South African millennials to effectively leverage SNSs to secure employment opportunities. It also provides recruiters with knowledge to enhance the appeal of their recruitment strategies for this population group. This study contributes towards combating youth unemployment in South Africa by offering strategies for securing employment that are effective even on the global market.