Social media role in addressing employability challenges of graduates: An expert opinion analysis

Orientation: South Africa is currently going through a graduate unemployment challenge. Calls exist for research that addresses this challenge.Research purpose: This research study aimed to establish social media tools’ role in addressing employability challenges faced by graduates after completing their tertiary education.Motivation for the study: Calls exist in the literature for nuanced ways of addressing challenges youths face after completing their studies. The role of social media in this remains an area of inquiry with noted importance.Research approach/design and method: The study utilised an interpretivist philosophy relying on a qualitative research approach using interview data with a sample of 15 experts within the human resources field. Thematic analysis was used as a means of data analysis.Main findings: Two primary outcomes emerged from the research study. Firstly, a need exists for unemployed graduates to use social media as a marketing utility for their skills and abilities. Secondly, social media can also be used as an information utility to enhance awareness about labour market issues.Practical/managerial implications: The findings offer insights into addressing the employability challenges faced by graduates when seeking employment opportunities. The role of social media in mitigating graduate challenges is proposed. Through the findings, graduates have the potential to enhance their portfolios to improve their integration into the labour market.Contribution/value add: The study proffers insights into how social media helps increase the employability prospects of graduates entering the job market.