The digital transformation of job matching is taking place also in our country but the Italian research about this issue is still underdeveloped. The paper aims to analyze the online Italian labor demand with the new methodological approach of digital ethnography. Data have revealed some unexpected effects of e-recruitment strategies, highlighting a specific stratification and segmentation of the labor demand online. The digitalization can lower some barriers of access and information asymmetries in the labor market but, at the same time, it seems to increase the volume of the signals required enhancing selectivity and competition between different categories of workers.
Keywords: Job matching, job boards, social network, recruiting