Digital social platform professionalism and talent acquisition effectiveness in the Jordanian tourism industry

The research paper examines how professionalism on digital social platforms (DSPP) affects the effectiveness of talent acquisition in the Jordanian tourism sector. The literature is based on the signaling theory and the resource-based view (RBV), with digital HRM practices and sustainable human resource management (SHRM) being incorporated into the study to describe the role of digital communication professionalism in formation of organizational reputation and recruitment results. Data analysis was done through Partial Least Squares Structural Equation Modeling (PLS-SEM) using a structured questionnaire that was given to 620 h decision-makers in Jordan tourism organizations. It is found that digital social platform professionalism has the highest direct impact on the effectiveness of talent acquisition (0.696, p < 0.001), and employer value proposition has an otherwise significant but less significant effect. The research has a theoretical contribution in that it has placed digital professionalism as a strategic intangible resource and signaling mechanism that affects attractiveness of the employer. In practice, the findings can be integrated into actionable recommendations by tourism agencies that are interested in improving the employment recruitment performance using the systematic digital HR approaches.