PATHWAYS TO EQUALITY: E-RECRUITMENT, SOCIAL-MEDIA, AND GENDER BALANCE

Abstract

This study explores the vital intersection of e-recruitment and gender equality, a key pillar of the United Nations' Sustainable Development Goals (SDGs) established in 2015. With an emphasis on SDG 5—Gender Equality—this research examines the impact of online recruitment practices in fostering gender parity within the workforce, with a particular emphasis on the moderating role of social media. Drawing from previous studies, this paper examines major oil and gas marketing companies in Pakistan, uncovering a significant correlation between e-recruitment and gender equality. However, findings divulge that while social media plays a role, its impact on this relationship is partial, signifying that other factors of exploration may also contribute to enhancing gender diversity in the employment processes. These insights provide valuable inferences for organizations aiming to achieve gender balance through digital recruitment strategies, particularly in the context of emerging markets.