The Influence of Social Media on Creating Employment Awareness Among the Youth in Kenya: A Case of Daystar University

Abstract

Social media has played an integral role in creating job awareness and promoting employment opportunities among youth across the globe. This study was, therefore, timely since it investigated the influence of social media in creating awareness of job opportunities for the youth in Kenya, focusing on the case of Daystar University graduates. The specific objectives included; to investigate the use of social media sites by Kenyan youth at Daystar University, to find out the level of awareness on job opportunities in social media by youth at Daystar University, and to establish the relationship between social media use and job opportunities for youth at Daystar University while the intervening variable was the effect of internet cost on social media use among the Daystar University graduates. Regarding methodology, the study used explanatory research design. The study population was all postgraduate students at Daystar University located in Nairobi totaling to 952 while the target population was all MA post-graduate communication students totaling to 206 and this formed the sample size. It employed snowball sampling technique during data gathering exercise and google form questionnaire was used. Data type was from primary sources. For pretesting purposes, the study distributed questionnaire to 10 newly enrolled post-graduate MA students. As part of data analysis plan, the study used Social Packages Statistical Sciences (SPSS) version 27 to analyze data. This research used descriptive statistics to analyze the data. Data was presented into frequencies, percent, table, and figure formats. Regarding social media sites, the study found that Twitter, Linkedln, and blogs were preferred social media sites. On job awareness opportunities, it was found that the social media usage has increased among students and that most students are aware that many firms recruit via different social media sites. Regasrding the relationship between social media sites and job awareness opportunities, it was revealed that social media sites had a relationship with enhanced access to employment opportunities. Concerning internet cost, it found that cost of internet impeded access to social media sites for job opening search and this was attributed to lack of employment. On social media sites used to seek awareness on employment opportunities, the study concludes that social media sites such as Linkedln, Facebook, Youtube, and Twitter are being used by the youth to access employment information. Regarding awareness level of employment opportunities on social media job sites, the study concludes that most students were aware that several firms resorted to using social media sites to advertise for jobs hence the reason a number of students registered for several social media accounts. Concerning the relationship between social media and employment awareness creation, the study concludes that social media sites offered online employment opportunities for many youths hence it had a relationship with job search. On internet cost, the study concludes that cost of internet was a limiting factor insofar as access to social media is concerned. In reference to use of social sites, the study recommends that the youth can develop a thorough LinkedIn profile that includes both academic and professional accomplishments, a professional photo, and a synopsis to help them to join organizations and follow businesses in the area of interest. Concerning the awareness level of job opportunities on social media job sites, the study recommends that Daystar University should form alliances with companies and business leaders in the field to organize online webinars and networking events so that students can learn how to use social media to their advantage by attending these events. Regarding internet cost, the study recommends that the university provide free Wi-Fi in more locations, such as libraries, standard rooms, and study areas.