Digital marketing and the hiring process in a Peruvian amazonian provincial municipality
Abstract
Digital transformation is driving public entities to adopt digital marketing strategies to enhance their recruitment processes. This study aimed to determine the relationship between digital marketing and the recruitment process in the Provincial Municipality of Tocache, located in the Peruvian Amazon. The research followed a quantitative, correlational, non-experimental, and cross-sectional design. A structured survey was administered to 144 employees hired in 2023, considering the perceptions of those who participated and were selected through recruitment processes. Data were analyzed using descriptive and inferential statistics, employing Spearman’s rank correlation coefficient. The results revealed a strong positive correlation (r = 0.800) between digital marketing and the recruitment process, indicating that the effective use of digital tools significantly contributes to the development of the recruitment process within the municipality.
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