The popularity of social media drives recruitment managers to adopt it for hiring. Yet, little is known about its effectiveness from the recruiter's viewpoint. This study, influenced by diffusion of innovation theory, gauges social media recruitment's usefulness in rehire and post hire outcomes. It also employs media richness theory to explore credibility and satisfaction as mediating variables. Data is collected from recruiters in India's public and private sectors. Literature review informs a validated survey instrument designed with input from industry and academia experts. The study's practical implications advise HR professionals to be cautious with social media recruitment information. Establishing credibility increases applicant satisfaction and attraction to the organization, leading to more applicants. This original quantitative study examines social media recruitment's efficacy, considering the mediators: credibility and satisfaction.

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Keywords: Social Media, India, Employee Recruitment, Effectiveness, Recruitment Challenges, Social Recruiting.