Millennials’ Uses and Gratifications on LinkedIn: Implications for Recruitment and Retention

Abstract

While popular press has examined Millennial’s in the workforce, there is limited academic research about Millennials’ job searching strategies. This study draws on uses and gratifications theory to examine the motives, uses, and gratifications of U.S. Millennial job seekers for using LinkedIn. Consistent with previous uses and gratifications research, an online survey found Millennials ( N = 216) use LinkedIn to find information, communicate with others, and for surveillance needs. Millennials use about 42.8% of the features available on LinkedIn for professional development, entertainment, and networking. Finally, this research found that Millennials obtain social/functional and hedonic value from using LinkedIn. Collectively, the results indicate that Millennials are using the site regularly, although at less than half of its capacity, regardless of whether or not they are job searching, but in ways that violate the expectations of potential employers and recruiters. Theoretical contributions and business communication implications are discussed.