Purpose This study examines how social media–based talent acquisition influences organizational performance in Jordan's commercial banking sector. Specifically, it investigates the serial mediation roles of recruitment effectiveness and employee engagement in this relationship, offering both theoretical and practical insights into digital HRM strategies. Design/methodology/approach A quantitative survey-based approach was employed, collecting responses from 261 HR professionals and managers across Jordanian commercial banks. Structural Equation Modeling using Partial Least Squares (PLS-SEM) was used to test direct and indirect relationships between social media use, recruitment effectiveness, employee engagement, and organizational performance. Findings The results confirm that social media use significantly enhances recruitment effectiveness, which, in turn, boosts employee engagement, both of which are positively associated with improved organizational performance. The serial mediation model was supported, highlighting the cascading benefits of social media strategies on workforce and institutional outcomes. Practical implications HR managers should view social media platforms as strategic tools for employer branding, engagement, and performance optimization. Investments in digital content, onboarding processes, and analytics can enhance recruitment outcomes and organizational success. Originality/value This paper is among the first to empirically examine serial mediation among digital recruitment, engagement, and performance in a Middle Eastern banking context. It offers actionable insights for both researchers and practitioners seeking to optimize digital HR practices.
Al-Dmour et al. (Fri,) studied this question.