The Walt Disney Company is approaching its 100-year anniversary in 2023, but the firm is operating its human resource function in a manner that is nothing like it did a century ago. The company employs nearly 200,000 individuals and has well over $50 billion in revenue. The firm’s holdings include not only amusement parks but also movie and television show production companies; the ABC network ESPN; and LucasFilms, creator of the Star Wars franchise.

Disney has stepped up its use of social media as a recruiting tool for the company. Using applications such as LinkedIn, YouTube, Twitter, Facebook, and Instagram, the organization is tapping into a labor market that just a decade ago did not exist the way it does today. According to Bruce Jones, senior programming director for the Disney Institute, for customers, “we create happiness,” but when it comes to recruiting talent, the company is more specific. “At Disney,” Jones said, “we are intentional about our recruiting; we hire candidates based on required skill sand desired behaviors.” And they are increasingly doing this through the use of social media.

It is more than simply posting “Help Wanted” on Facebook. The firm is thoughtful in its approach. “We have noticed a shift in the way companies are using social media for recruiting. It’s a more strategic approach that leverages the visual nature of these platforms, creating an opportunity for candidates to obtain a clearer understanding of an organization’s expectations and the qualifications for open positions up front . . . even before candidates have submitted their applications and set foot in the door.”

1. How important is social media in attracting qualified candidates for jobs? Explain.
2. If a company were to rely on social media exclusively as a recruiting tool, what challenges would it encounter? What would you recommend to overcome these challenges?
3. Based on what you just read, is Disney the kind of organization for which you would enjoy working? Why or why not?