Social Recruiting Global Study

Transcription

1
2
05 Executive Summary
07 Job Seekers
08
The Use of Social Media for Job Search Purposes
12
The Effectiveness of Social Media in the Matching of Job Seekers with Open
Positions in the Labor Market
16
Web Reputation and its Impacts on Job Search
19
The Social Capital of Individual Job Seekers
23
Job Seekers’ Profiles
25
Statistical Appendix
35 Recruiters
36
The Use of Social Media for Professional Purposes
45
The Effectiveness of Social Media in the Matching of Job Seekers with Open
Positions in the Labor Market
49
The Relevance of Web Reputation and its Impact on Recruiting
52
Training Undertaken for the Professional Use of Social Media
54
Statistical Appendix
63 Authors and Contact Info
3
4
Social media is and will increasingly
become the new job marketplace in the
future. The impact and best practices
however, are not always clear to all of the
players involved, the job seekers and the
recruiters.
5 out of 10 job seekers use social media
for job search purposes and 7 out of 10
recruiters use social media for their daily
HR activities.
Adecco, the global leader in HR solutions,
has published the most comprehensive
global study ever compiled on the use of
social media in recruiting and job search,
providing expert’s advice to successfully
log onto the job market.
When it comes to profile scouting and
checking the accuracy of CV information,
social media is used more often than
traditional search engines.
29% of job seekers have been contacted
through social media by a recruiter at
least once, and 9% received a job offer.
We have gathered the answers of over
17,000 job seekers and more than 1,500
recruiters from 24 countries and
developed the study in partnership with
the Catholic University of Milan, Italy.
Surprisingly, the majority of profiles
searched for via social media are nonmanagerial ones, showing that social
recruiting is broader than normally
expected.
The study mainly covers: the use of social
media for professional purposes, the
effectiveness of social media in the
matching of job seekers with open
positions in the job market, and the
relevance of web reputation and its
impact on recruiting.
On the other hand, the factor that most
affects the attitudes towards the use of
social media for job search is the
educational qualification, with graduates
significantly more active than nongraduates. Gender also emerges as a
marker of difference, with women
reported to be the most active.
In 2013, more than half of all
recruitment activity involved the
Internet (53%), with the percentage for
2014 forecasted to continue to grow
(61%). Social media is the digital tool
which is expected to experience the
greatest increase in usage rates in 2014 by
the recruitment sector.
Recruiters largely use social media to
assess a candidate’s reputation: The use
of LinkedIn remains predominant (68%),
but Facebook is also relevant (52%),
although this is generally regarded as a
more personal social networking site.
On the other hand, the research shows
that the vast majority of job seekers is
5
not aware of the professional relevance
of their personal social networks, and
assumes their profile is only viewed and
accessed by their friends. Recruiters
believe that the most attractive element
in a potential candidate’s profile is the
previous professional experience,
followed by professional prizes or awards,
often overlooked by the candidates.
Personality insights that emerge from the
profile come third, while no interest is
shown for the candidates’ number of
contacts. Recruiters seem to distrust the
number of contacts as a sort of “noisy”
information that does not provide
trustworthy elements for professional
assessment.
Approximately one third of recruiters
admit that they have rejected a potential
candidate as a consequence of the
information, the pictures, or the content
posted on the candidate’s profile.
Among the various elements which
negatively influence the assessment of
the web reputation of a candidate,
recruiters pay particular attention to the
comments posted, particularly when they
point to participation in activities which
may violate University or workplace
policies.
Job Seekers largely state that they do not
post sensitive comments or pictures,
showing that they are often not aware of
the impact of their communication
choices on the Web.
Job seekers claim they use Facebook
more as a personal channel dedicated to
friends than as a channel aimed at
creating and maintaining professional
relationships.
The relationships a candidate has have a
direct impact in the recruiting process:
those who have a richer online network
are not only more likely to use social
media for their job search but most
importantly they get better results in
terms of contacts with recruiters and
hirings.
Social media profiles of companies are
largely perceived to be informative
“dashboards” more than a relationship
forming channel. Candidates consider
that the most attractive elements in a
company’s profile are the presence of
jobs ads, followed by information about
the company, and finally by the content
posted by the company. In both
audiences, the relationship dimension of
social media and the related
opportunities are widely underestimated.
Among HR professionals who use social
media for recruitment purposes,
approximately 30% have attended
training courses organized by their
company (61% of HR respondents either
did not receive guidelines for the use of
social media or were unaware that these
guidelines existed).
6
Job Seekers
Recruiting is increasingly social. To
understand how job seekers search for
jobs on social media, which tools they use
and how they present themselves online,
Adecco conducted an in-depth study.
Between March 18th and June 2nd 2014,
the survey gathered responses from
17,272 candidates (8,992 complete
responses and 8,280 partial
responses1) from 24 countries. We also
interviewed 1,501 recruiters to
discover how companies use social
media in the recruitment process.
The sample presents a substantially
balanced distribution with a majority
of males (52%), born after 1981 (46%),
and mostly graduates (43%). Those
who are employed mostly hold nonmanagerial positions (59%).
This report, which has been compiled
in partnership with the Catholic
University in Milan, covers four areas:
the use of social media for job search
purposes, the effectiveness of social
media in matching job seekers with
open positions, web reputation and its
impact on job search, and the social
capital of individual job seekers. It is
interesting to analyse this data,
keeping an eye on the Recruiters’
responses to understand how they
explore Web 2.0 when looking for a
candidate. In addition to the global
data, the report compares the five
areas taken into consideration2: APAC,
Eastern Europe and MENA, Western
Europe, Southern Europe and the US.
The report also includes a statistical
appendix, which offers further detail
on the responses provided by the
participants.
1
The total numbers reported in the tables and
figures also include the partial responses, which
lack information on their socio-demographic
profiles.
2
APAC includes Australia and Singapore. Eastern
Europe and MENA include: Bulgaria, Czech
Republic, Greece, Croatia, Hungary, Morocco,
Poland, Romania, Russia, Slovenia, Slovakia,
Turkey, Tunisia, Arab Emirates, and Ukraine.
Western Europe includes: the Netherlands,
Switzerland, and the United Kingdom. Southern
Europe includes: Spain, France, and Italy. And
finally the USA.
7
The data shows that 55% of Job Seekers use social media for job search purposes (among Recruiters, the percentage of
use for HR professional purposes was around 73%). In this regard, LinkedIn is largely the most used social networking
site (35%) followed by Facebook (17%) (fig. 1).
Fig. 1 – Social Media Used in General and for Job Search.
% Value. Total Survey, 2014.
Notes: (1) General use also includes job search usage. (2) Total Social Media is the percentage of respondents using at
least one of the considered social media platforms.
8
The differences that emerge among the various geographic areas are quite significant. A peak use of social media
platforms for job search can be found in Western Europe (63%), whilst APAC and Eastern Europe/MENA report lower
rates of use (fig. 2).
Fig. 2 – Social Media Used in General and For Job Search Purposes by Region.
100,0
90,0
80,0
93.0
86.3
85.8
87.7
84.3
85.3
70,0
60,0
62.6
57.2
50,0
40,0
47.0
51.9
47.7
55.0
30,0
20,0
10,0
,0
APAC
Eastern
Europe and
MENA
Western
Europe
General Use
Southern
Europe
US
Total
Use for job search
9
The element that seems to most affect the attitudes towards the use of social media for job search is the educational
qualification, with graduates being significantly more active than non-graduates. Gender also emerges as a marker of
difference, with women reported to be more active. Age hardly seems to be relevant, although it should be noted that
it is a factor that has more of an effect on whether the candidate has access to social media (tab.1).
Tab. 1 - Social Media Used in General and for Job Search by Socio-demographic Profile.
Notes: (1) Total number also includes cases that have not provided information about their socio-demographic profile.
(2) The analysis of respondents born before 1946 (over 68 years old) has been omitted due to the limited sample size
(28 respondents).
General Use
Use for job
search
Female
91.7
62.0
Male
Year of birth
87.8
59.4
1946-1964
1965-1980
After 1981
Level of education completed
Less than High School
High School
College
Master or Doctoral Degree
86.4
88.3
92.0
59.2
61.2
60.6
89.6
86.8
91.1
92.9
58.9
57.1
63.1
63.4
Total
85.3
55.0
Gender
Based upon employment status, the use of social media for job search appears to be significantly higher among those
who are searching for their first job (74%), as well as among those who are temporarily redundant (67%) (tab. 2).
Tab. 2 – Use of Social Media for Job Search by Employment Status.
Note: Total value also includes cases that have not provided information about their employment status.
Employment status
Use for job search
Employed
60.9
Unemployed and looking for work
63.6
Temporarily redundant
67.2
Looking for my first job
74.0
Total
55.0
10
Among Job Seekers, the most frequent activities when searching for jobs online appear to be the most “traditional”
ones, for instance, searching through job ads (63%) or for potential hirers (55%) (tab. 3). Women also do less personal
branding than men, but seem to pay more attention to what others say about a potential employer.
Younger workers seem to be more active with the more “relational” search practices, as reported in the “importance
of personal branding”, “professional networking”, and “reputation analysis of potential hirers” sections of the analysis.
Those who are already employed are generally more active online than people out of work, especially in the most
innovative practices. The only activity that is performed less is submitting applications, a result which can be
attributed to the fear of being exposed by their current employer, coupled with the minor urgency of finding new
employment.
Tab. 3 - Use of Social Media for Specific Job Search Activities.
Notes: (1) The analysis of seekers born before 1946 (over 68 years old) has been omitted due to the limited sample size
(28 respondents). (2) Multiple choice question.
Check what
other say
about
potential
employers
Personal
branding
Distributing
my CV
Professional
networking
Searching
for jobs
Submitting
applications
Researching
potential
employers'
pages
Female
41.4
51.3
57.7
68.5
51.1
60.7
51.8
Male
Year of birth
44.4
52.5
57.0
64.1
51.9
56.5
47.7
1946-1964
37.8
55.4
52.9
66.5
54.1
56.0
43.6
1965-1980
43.1
53.3
56.0
65.9
52.3
57.4
47.1
After 1981
44.6
49.7
59.9
66.5
50.1
60.3
53.7
36.8
52.0
37.4
65.7
55.0
44.4
39.0
High School
36.1
45.2
44.0
62.2
48.1
48.3
42.3
College
47.4
55.2
66.0
67.8
52.5
64.7
53.6
52.5
62.4
80.5
74.6
57.0
78.4
67.1
Employed
Unemployed and looking for
work
46.8
53.7
65.1
68.0
50.6
64.1
54.3
40.8
53.7
51.4
67.7
54.2
54.6
46.0
Total
40.0
49.0
53.1
63.3
49.4
55.2
47.1
Gender
Principal employment status
11
A reported 49% of job seekers use social media to distribute their CV online. 29% of job seekers were contacted
through social media by a recruiter at least once, and 9% received a job offer. The geographic area where candidates
and recruiters are more active across social media and where the best results can be seen in terms of matching is
Western Europe (fig. 3).
Fig. 3 - Steps Taken To Get a Job by Region.
70,0
64.4
60,0
60.9
49.0
50,0
49.7
40,0
45.5
44.7
40.8
38.4
37.2
30,0
29.0
30.8
20,0
22.2
17.1
10,0
8.7
13.4
9.7
6.2
8.9
,0
Distributing CV
APAC
Contacted by a recruiter
Eastern Europe and MENA
Western Europe
Get the job
Southern Europe
US
Total
12
No significant differences emerge in terms of gender, except for a slightly higher rate of men who have been contacted
by a recruiter. The use of social media to distribute CVs is more frequently seen among those aged 50 and over and
among those with a postgraduate degree (who are also those contacted most often). However, the younger
candidates who are contacted by recruiters have the highest chances of being offered a job. People who already have
a job present the same proactive attitude in terms of online job search activity when compared to people currently out
of work, but generally obtain better results (tab. 4).
Tab. 4 – Steps Taken to Get a Job by Socio-demographic Characteristics.
Note: The analysis of job seekers born before 1946 (over 68 years old) has been omitted due to the limited sample size
(28 respondents).
Distributing
CV
Contacted by a
recruiter
Get the job
Female
51.3
26.3
7.9
Male
52.5
32.2
9.7
1946-1964
55.4
29.0
8.0
1965-1980
53.3
30.7
8.2
After 1981
49.7
27.7
9.5
52.0
19.0
6.8
High School
45.2
18.3
5.5
College
55.2
34.2
10.2
62.4
54.1
15.8
Employed
53.7
38.2
11.9
53.7
22.2
5.9
Total
49.0
29.0
8.7
Gender
Year of birth
Highest level of education completed
13
LinkedIn is considered without a doubt to be the most effective social networking site in terms of matching Job Seekers
with open positions. The effectiveness index of LinkedIn is 0.13 (the index assumes values between -1, lowest
effectiveness, and 1, highest effectiveness). Among the others, Facebook rates at -0.29 and therefore, is considered to
be a “less ineffective” social networking site (fig. 4). These rates are considerably lower than those gathered among
recruiters, where LinkedIn is rated at 0.60 and Facebook is positively assessed (0.05).
Fig. 4 - Effectiveness Index of Social Media for Recruitment Purposes.
Total Survey, 2014.
Note: Index value from -1 (max ineffectiveness) to 1 (max effectiveness), value 0 if neutral position.
1,00
,800
,600
,400
,200
,00
0.13
-,200
-0.29
-0.43
-,800
-0.51
-0.63
-0.64
-0.64
Instagram
-0.42
-0.56
Pinterest
-,600
Tumblr
-,400
-0.60
Xing
Viadeo
Blog
Twitter
LinkedIn
YouTube
Facebook
-1,00
The countries where LinkedIn is perceived to be less effective are also those where candidates are less active
(Southern Europe). This is significantly different from the trends shown in the Recruiters’ report, where LinkedIn is
reported to be less effective in Western Europe. (fig. 5).
Fig. 5 - Effectiveness Index of LinkedIn for Recruitment Purposes by Region.
Total Survey, 2014.
1,00
,800
,600
,400
,200
,00
0.24
0.26
0.31
0.19
0.05
-,200
0.13
-,400
-,600
-,800
-1,00
APAC
Eastern
Europe and
MENA
Western
Europe
Southern
Europe
US
Total
14
In terms of demographics, the Job Seekers who use LinkedIn most often are women and young professionals. (fig. 6)
1946-1964
0.15
0.18
0.13
Total
0.05
1965-1980
0.13
Male
0.19
Female
1,00
,800
,600
,400
,200
,00
-,200
-,400
-,600
-,800
-1,00
After 1981
Fig. 6 - Effectiveness Index of LinkedIn for Recruiting Purposes by Gender and by Year of Birth.
Total Survey, 2014.
Notes: (1) Index value from -1 (max ineffectiveness) to 1 (max effectiveness), value 0 if neutral position. (2) The analysis
of job seekers born before 1946 (over 68 years old) has been omitted due to the limited sample size (28 respondents).
The relationship between social media use and Job Seekers’ educational qualifications seems to be quite evident.
The increase in the perceived utility of social media is directly proportional to the increase in the level of education.
The effectiveness index for postgraduates generates a rate of 0.47. Those in employment consider these tools to be
more effective (0.32) when compared to those out of work (0.02), who are more inclined to be distrustful of LinkedIn’s
effectiveness (fig. 7).
Fig. 7 - Effectiveness Index of LinkedIn for Recruitment Purposes by Highest Level of Education Completed
and by Principal Employment Status.
Total Survey, 2014.
0.47
0.32
0.29
0.02
-0.10
0.13
Total
Unemployed and
looking for work
Employed
Master or
Doctoral
Degree
College
High School
-0.25
Less than
High School
1,00
,800
,600
,400
,200
,00
-,200
-,400
-,600
-,800
-1,00
15
Job Seekers seem to consider the presence of job ads to be the most attractive elements on the companies’ social
media profiles (attractiveness index of 0.50), followed by the presence of general information about the company
(0.41), and finally by the content posted by the company (0.32). Social media profiles run by companies are largely
perceived to be informational “dashboards” more than a relationship forming channel (tab. 5).
Tab. 5 – Attractiveness Index of the Company’s Social Media Page.
Total Survey, 2014.
Note: Index value from -1 (min attractiveness) to 1 (max attractiveness).
Rank
Elements on company's Social Media profile
Index
1°
Job Postings (and ability to search for jobs)
0.50
2°
General company information (e.g. about, contact...)
0.41
3°
Content posted by the company
0.32
4°
Company's interaction with users
0.24
5°
Recommendation on this company by relatives or contacts
0.22
6°
Comments posted by other users
0.21
7°
Firm popularity (likes, reviews...)
0.17
8°
Pictures
0.15
9°
Number of followers (e.g. fans, group members...)
0.06
16
Job seekers claim they use Facebook more as a personal channel dedicated to friends than as a channel aimed at
creating and maintaining professional relationships (tab. 6).
Tab. 6 - Index of Agreement with Specific Statements Regarding a Candidate’s Private
and Professional Image on Facebook.
Total Survey, 2014.
Note: Index value from -1 (max disagreement) to 1 (max agreement), value 0 if neutral position.
Rank
Statements about privacy
Index
1°
I assume my profile is only viewed by my friends
0.31
2°
My profile can only be accessed by my friends
0.27
3°
It is important to maintain a professional image online
0.20
4°
My online image is important to my future
0.10
5°
I work hard to maintain a professional image on my profile
0.01
The element most often present in the Job Seekers’ web profiles is the information related to their previous
professional experiences (index of attendance of 0.33). This is also the type of information that recruiters pay most
attention to. Personal information is also present (0.30), whilst reputational information is significantly less present,
along with references and comments posted by others (-0.13). It is interesting to note that professional awards and
prizes, which recruiters place considerable importance on, are largely overlooked by Job Seekers (tab. 7).
Tab. 7 – Career Related Information Contained in Social Media Profile: Index of Attendance.
Total Survey, 2014.
Note: Index value from -1 (fully absent element) to 1 (very attendant element).
Rank Elements on Social Media profile
Index
1°
2°
3°
4°
5°
6°
7°
8°
9°
0.33
0.30
0.16
0.10
0.04
0.02
0.01
-0.03
-0.13
Professional experience
Personal information (marital status, gender...)
Personality emerging from profile
Number of contacts
Hobbies and personal interests
Pictures
Content posted
Professional prizes and awards
References and comments posted by others
17
Concerning the elements which may negatively affect the web reputation of a Job Seeker, it can be observed that
these all have a relatively low index of attendance (largely below 0). In particular, those elements that recruiters seem
to pay particular attention to, such as comments related to the participation in activities that may be in violation of
University or workplace policies, are hardly present (- 0.77), such as “selfies” or pictures containing sensitive or
controversial content (-0.76). It is worth underlining that younger Job Seekers show a greater tendency to post
“sensitive” content (tab. 8).
Tab. 8 - Elements Posted on Social Media Profiles: Index of Attendance by Socio-demographic Characteristics.
Total Survey, 2014.
Notes: (1) Index value from -1 (very unlikely) to 1 (very likely). (2) The analysis of job seekers born before 1946 (over 68
years old) has been omitted due to the limited sample size (28 respondents). (3) Multiple choice question.
Informal selfie
or tagged
photo (e.g.
wearing a
swimsuit)
Comments on
Controversial
Comments on
participation in
selfie / tagged
controversial activities which are
photo (e.g.
topics (e.g.
in violation of
drinking alcohol) illegal drugs)
university or
workplace policy
Gender
Female
Male
Year of birth
-0.54
-0.54
-0.77
-0.74
-0.61
-0.55
-0.80
-0.74
1946-1964
1965-1980
After 1981
High School
College
-0.77
-0.65
-0.37
-0.92
-0.84
-0.63
-0.68
-0.59
-0.54
-0.87
-0.81
-0.71
-0.62
-0.60
-0.50
-0.42
-0.82
-0.83
-0.72
-0.61
-0.59
-0.56
-0.58
-0.66
-0.76
-0.79
-0.77
-0.71
Employed
-0.48
-0.59
-0.70
-0.81
-0.60
-0.57
-0.77
-0.78
Total
-0.54
-0.76
-0.58
-0.77
18
A number of research works have demonstrated how the most effective channel for the matching of Job Seekers with
open positions is word-of-mouth. Therefore, it is important not only to study the configuration of the personal social
networks of Job Seekers, but also the role played by social media to enforce or diversify these relationships and to
facilitate access to new information. To do so, we have used the “position generator”, one of the tools that is widely
advocated throughout these studies, that makes it possible to estimate the “wealth” of the social capital of an
individual. This is done by first assessing professional figures that belong to their social network. A proportional
weight relating to the “prestige status” of the occupation, as it is commonly classified by professional class structure, is
then attributed to each of the professions. This makes it possible to rate social networks based upon their “wealth” in
social capital, namely weak (low social capital), medium, or rich (high social capital).
To refine the analysis, we have adopted also a slight variation, asking whether contact was more often based on
offline, online, or multiple (both) interactions. From this question, we have been able to reconstruct the wealth
created by the offline and online social capital of the individuals involved, and the most frequent relationship-based
channels they use.
The candidates’ social networks appear to be made-up of a strong integration between both offline and online
networks. The contacts entertained across both channels are prevalent (52% vs 37% only offline and 26% only online).
Also, if we take into consideration only the contacts who fall into the category of high-status professionals, the
proportion of offline to online contacts remains relatively unaltered (43% both online and offline vs 23% offline and
18% online) (fig. 8).
Fig. 8 - Percentage of Seekers with Online, Offline, and/or both Network Contacts (in general or high status).
Note: 4 (out of 12) professions are considered to be high status: policy maker, lawyer, director of a company, or
engineer.
60,0
50,0
52.4
40,0
42.7
37.2
30,0
20,0
10,0
25.9
17.9
22.6
,0
Online network
Offline network
Both online and offline
network
% of cases with almost one profession in network
% of cases with almost one high status profession in network
1
To differentiate between concepts, we talk about social media to refer to social platforms (Facebook, LinkedIn,
Twitter etc.) and social networks to refer to the relationships (online and offline) of the job seekers.
19
In 69% of cases, contacts have maintained the same relationship strength across both channels (tab. 9).
Tab. 9 - Strength of the Job Seeker's Online and Offline Networks.
Total Survey, 2014.
Note: the network was calculated by attributing the weight ISEI (International Classification for Professional Prestige)
to each professional figure acknowledged by a job seeker and then dividing the distribution of the networks into weak,
medium, and rich categories using the tertile observed for each respondent at an international level.
Weak
Online network
Offline network
Medium
Rich
5.5
4.7
Weak
25.0
Total
35.3
Medium
5.1
24.3
9.2
38.7
Rich
Total
3.4
3.3
19.3
26.1
33.5
33.2
33.3
100.0
Those currently employed are generally Job Seekers with richer social networks and the difference is even greater
when we factor in the online networks (tab. 10).
Tab. 10 - Employment Status by Level of Offline and Online Networks.
Employment status
Weak
Online network
Medium
Rich
Offline network
Weak Medium
Rich
Total
Employed
37.2
41.6
46.0
39.5
38.0
46.1
41.2
53.0
47.8
44.8
50.5
50.7
45.4
48.8
Other
9.7
10.7
9.3
10.0
11.3
8.6
9.9
Also, the Job Seekers who possess a richer social network, especially online, present a higher skill level in the use of
social media when compared to those with medium or weak social networks (tab. 11).
Tab. 11 - Index of Expertise on Social Media by Level of Offline and Online Networks.
Note: Index value from -1 (not at all confident) to 1 (very confident), value 0 if neutral position.
Task about expertise on Social Media
I can be very effective at using social media
I can have a positive impact on the lives of others
through social media
I can offer other people important and interesting
information by posting on social media
I can find important and interesting information
by reading other people's content on social media
I can use social media as an effective way of
connecting with others
I can communicate very effectively using social
media
Online network
Offline network
Total
Weak
Medium
Rich
Weak
Medium
Rich
-0.12
0.13
0.25
-0.05
0.10
0.17
0.07
-0.18
0.10
0.25
-0.13
0.07
0.18
0.04
-0.09
0.22
0.34
-0.03
0.20
0.27
0.14
-0.03
0.29
0.37
0.03
0.26
0.30
0.20
-0.03
0.29
0.36
0.06
0.25
0.28
0.20
-0.12
0.15
0.26
-0.02
0.10
0.17
0.08
20
Having a rich network seems to have direct implications on the effectiveness of the job search. The use of social media
for job search and the possibility of being contacted by a recruiter are more common across such networks. The
success in gaining employment seems to be higher for those who possess a rich online social network (tab. 12).
Tab. 12 - Indicators Regarding the Use of Social Media by Level of Offline and Online Networks.
Online network
Indicators about use of
Social Media
Offline network
Total
Weak
45.1
Medium
69.5
Rich
74.3
Weak
45.7
Medium
67.3
Rich
73.6
38.1
59.7
64.1
41.1
57.4
61.1
49.0
17.2
31.6
39.7
21.9
29.5
34.6
29.0
Get the job
5.0
8.4
12.7
6.6
7.8
10.6
8.7
Use of Social Media for job
searching
Distributing CV
55.0
If we look beyond the overall wealth of the social networks, and directly observe the capacity to reach people of
higher status, the data shows a very interesting trend. Furthermore, if we isolate online relationships from offline
relationships we can see geographical differences. In APAC and Southern European countries, contacts who solely
maintained offline relationships may reach higher status positions, whilst in Eastern Europe, Western Europe, and
the US, online contacts appeared to be more effective (fig. 9).
Fig. 9 - Percentage of Job Seekers with High Status of Offline and Online Networks by Region.
60,0
50,0
51.9
47.3
40,0
43.2
42.7
39.6
30,0
28,692
20,0
22.7
17.0
10,0
26.8
23.3
20.2
19.6
22.6
21.3
16.5
12.8
15.2
17.9
,0
APAC
Eastern Europe
and MENA
Online
Western
Europe
Offline
Southern
Europe
US
Total
Online and offline
21
Those who can access a “high social networking status” via online interactions are more inclined to use social media
channels for their job search, are more frequently contacted by recruiters, and more often obtain better results in
terms of employment offers (fig. 10).
Fig. 10 - Indicators Regarding the Use of Social Media in Job Seekers with High Offline and Online Network Statuses.
70,0
60,0
50,0
64.7
61.8
54.9
49.0
40,0
37.2
36.9
30,0
27.7
29.0
20,0
10,0
10.8
8.2
10.7
2.5
,0
Distribuiting CV
High status online network
High status online and offline network
Get the job
High status offline network
Total seekers
22
From this analysis a number of clusters can be formed (tab. 14):
1.
A primary profile, which may be labelled as “the non-integrated cluster” pertains to most of the Job Seekers
(71%) and presents educational qualifications, occupational levels, and professional statuses, which are
comparatively lower than the other profiles. This combines with a lower average use of social media,
particularly for professional purposes, and also fewer skills in their use. A hesitant attitude to post
information about one’s professional experience on social media and a greater attention to the publication of
information which may affect or compromise a personal reputation is also apparent. Lastly, there seems to be
a higher occupational status on the offline social networks. They receive the worst results in terms of online
job search.
2.
A second, intermediate profile, which may be called “the semi-integrated cluster”, includes about 27% of Job
Seekers who are on average younger, graduates with intermediate-level occupation and professional status,
an intermediate use of social media, and an online network which is, on average, made of higher status
professionals. They receive medium results in terms of online job search.
3.
Finally, a small cluster (only 2% of Job Seekers), which may be called “the highly-integrated cluster”, is
comprised of “excellent”, profiles with considerably higher skill levels and educational qualifications (largely
postgraduates) with higher occupational levels and statuses, and a broader use of social media, especially for
professional purposes. They possess greater skills in their use of social media and a positive attitude towards
the online publication of professional experiences. When compared to other profiles they also hesitate to
release information which may affect their web reputation. Lastly, a greater interrelationship exists between
their offline and online networks, which are generally composed of higher status contacts. They achieve the
best results in terms of online job search.
23
Tab. 13 – Job Seekers' Profile: Value of Indicators About Social Media or About Socio-demographic Characteristics by
Cluster.
The nonintegrated
cluster
71%
The semiintegrated
cluster
27%
The
integrated
cluster
2%
% of female
49.3
50.5
56.8
% of Young (< 33 years)
44.4
54.5
43.2
% with College Degree or more
40.6
70.4
73.0
% with Master or Doctoral Degree
5.0
24.5
40.5
% of employed
41.2
52.8
70.3
% of unemployed and looking for work
48.6
38.8
21.6
% of middle manager or more (only for employed)
24.6
44.3
46.2
% that uses social media
88.4
95.1
97.3
% that uses LinkedIn for job search
Index of expertise on Social Media about answer "I can be
very effective at using social media"
% that has distributed CV
% of contacted by a recruiter through profile on a social
media platform
8.6
53.1
14.3
0.04
0.33
0.55
49.80
59.23
64.86
24.3
47.0
62.2
6.5
14.5
21.6
% with high status online network
17.0
27.7
27.0
% with high offline network
26.3
17.8
10.8
% with high status online and offline network
48.4
46.6
51.4
0.27
0.44
0.59
-0.80
-0.60
-0.49
34.4
55.1
70.3
% of cases
Socio-demographic characteristics
Indicators about use of Social Media
% who got the job
Indicators about network
Indicators about characteristic of profile on social media
Index of attendance of professional experience
information in social media profile
Index of attendance Controversial selfie or tagged photo
(e.g. drinking alcohol) on Facebook profile
Indicators about opinion on recruiting using social media
% that thinks that companies use social media to recruit
Note (1): Index of expertise on Social Media value from -1 (not at all confident) to 1 (very confident), value 0 if neutral
position. (2) Indices of attendance value from -1 (fully absent element) to 1 (very attendant element).
24
Tab 1.A - Generally speaking, which social networks do you use? Do you use them for job search?
Total Survey, 2014.
No
Yes
Yes, for job search
Total
Facebook
YouTube
34.2
48.7
17.1
100.0
44.5
52.8
2.7
100.0
LinkedIn
53.3
11.2
35.4
100.0
Twitter
74.1
19.6
6.2
100.0
Google+
47.1
29.2
23.7
100.0
Blog
85.0
9.8
5.2
100.0
Tumblr
94.5
4.7
0.8
100.0
Pinterest
91.7
7.4
0.9
100.0
Instagram
81.7
17.3
1.1
100.0
Viadeo
91.4
3.9
4.8
100.0
Xing
95.7
2.1
2.2
100.0
Tab 2.A - How often do you look for jobs on social media?
Total Survey, 2014.
% Value
Every day
Several times per week
50.1
At least once a week
13.4
At least once a month
9.8
26.7
Total
100.0
Tab 3.A - Use of social networks for job search, activities?
Total Survey, 2014.
No
Yes
Personal branding
Distributing my CV
60.0
40.0
Total
100.0
51.0
49.0
100.0
Professional networking
46.9
53.1
100.0
Searching for jobs
36.7
63.3
100.0
Submitting applications
50.6
49.4
100.0
Researching potential employers' pages
44.8
55.2
100.0
Check what other say about potential employers
52.9
47.1
100.0
25
Tab 4.A - From 1 to 5, how effective are these social networks for job search?
Total Survey, 2014.
1
(very
ineffective)
27.3
2
3
4
5
(very effective)
I don't know
Total
11.9
23.8
9.5
5.9
21.6
100.0
37.6
10.8
16.3
3.0
2.3
29.9
100.0
LinkedIn
15.6
5.8
15.7
18.4
18.9
25.6
100.0
Twitter
27.2
8.7
17.6
5.4
2.9
38.1
100.0
Google+
21.5
7.7
18.5
9.5
11.3
31.4
100.0
Blog
25.0
7.2
15.1
4.8
2.6
45.2
100.0
Tumblr
29.0
6.0
12.0
0.9
0.7
51.4
100.0
Pinterest
29.9
5.9
12.1
1.1
0.7
50.3
100.0
Instagram
32.9
6.8
12.2
1.5
1.0
45.6
100.0
Viadeo
27.3
5.4
12.0
3.4
2.5
49.4
100.0
Xing
27.7
5.2
11.8
1.6
1.1
52.5
100.0
Facebook
YouTube
Tab 5.A - From 1 to 5, what career-related information does your social media profile contain?
Total Survey, 2014.
5.9
3
(neutral)
20.5
22.8
5
(a lot)
35.9
100.0
15.8
7.5
28.9
23.9
23.9
100.0
Pictures
23.4
15.2
10.4
26.2
18.8
21.2
100.0
5.5
16.6
23.9
38.9
100.0
Number of contacts
19.0
9.2
28.5
19.7
23.5
100.0
19.9
11.3
29.1
20.3
19.4
100.0
25.2
10.3
28.3
17.0
19.3
100.0
30.4
11.6
27.5
14.4
16.1
100.0
Content posted
23.2
9.4
29.3
17.6
20.5
100.0
Personal information (e.g. marital status, gender...)
1
(not at all)
14.8
2
4
Total
Tab 6.A - From 1 to 5, how likely are you to post the following items on your Facebook profile?
Total Survey, 2014.
Informal selfie or
tagged photo (e.g.
wearing a swimsuit)
Controversial selfie
/ tagged photo
(e.g. drinking
alcohol)
Comments on
controversial
topics (e.g.
illegal drugs)
Comments on participation
in activities which are in
violation of university or
workplace policy
1 (very unlikely)
54.9
75.2
58.5
77.0
2
17.3
10.1
14.7
8.6
3 (neutral)
14.4
8.3
14.7
8.4
4
7.9
3.5
8.5
3.5
5 (very likely)
5.4
2.9
3.6
2.4
100.0
100.0
100.0
100.0
Total
26
Tab 7.A - From 1 to 5, indicate to which extent you agree with the following statements
in regards to your Facebook profile.
Total Survey, 2014.
My profile can
only be
accessed by my
friends
I assume my
profile is only
viewed by my
friends
It is important to
maintain a
professional
image online
I work hard to
maintain a
professional image
on my profile
My online image
is important to
my future
1 (I strongly disagree)
2
19.3
16.9
16.6
21.9
20.5
6.7
6.6
6.6
10.9
8.5
3(neutral)
18.2
18.7
27.0
30.3
26.7
4
12.1
14.0
18.7
16.9
18.1
5 (I strongly agree)
43.7
43.9
31.0
20.1
26.1
Total
100.0
100.0
100.0
100.0
100.0
Tab 8.A - Have you ever been contacted by a recruiter through your profile on a social media platform?
Total Survey, 2014.
% Value
No
Yes
71.0
Total
100.0
29.0
Tab 9.A - Did you get the job?
Total Survey, 2014.
Note: Statistic calculated only for "Yes" answers of Tab. 8.A.
% Value
No
Yes
70.0
Total
100.0
30.0
Tab 10.A - Do you think companies use social media to recruit?
Total Survey, 2014.
% Value
No
Yes
25.5
I don't know
39.1
Total
100.0
35.4
27
Tab 11.A - From 1 to 5, how much do the following attract your attention on a company’s social media page?
Total Survey, 2014.
General company information (e.g.
about, contact...)
Pictures
Number of followers (e.g. fans,
group members...)
Firm popularity (likes, reviews...)
1
(not at all)
2
3
(neutral)
4
5
(a lot)
Total
9.7
3.9
19.7
28.3
38.4
100.0
12.7
8.2
34.5
26.3
18.3
100.0
15.6
10.3
35.9
23.4
14.7
100.0
13.3
7.9
30.6
27.5
20.7
100.0
Company's interaction with users
12.1
6.2
27.7
29.1
24.9
100.0
Content posted by the company
10.1
5.1
24.1
31.9
28.8
100.0
Comments posted by other users
Job Postings (and ability to search
for jobs)
Recommendation on this company
by relatives or contacts
11.7
7.5
29.5
29.2
22.1
100.0
8.2
3.5
15.7
26.1
46.5
100.0
12.9
6.9
29.2
25.3
25.7
100.0
Tab 12.A - From 1 to 7, please indicate how certain you are that you can perform each of the following tasks.
Total Survey, 2014.
I can be very
effective at
using social
media
I can offer other
I can find important
I can have a
people
I can use social
and interesting
positive impact important and
media as an
information by
on the lives of
interesting
effective way of
reading other
others through information by
connecting with
people's content on
social media posting on social
others
social media
media
I can
communicate
very effectively
using social
media
1 (not at all confident)
2
13.4
14.9
12.3
10.6
10.9
13.4
6.8
7.1
5.8
5.1
5.3
6.5
3
8.1
9.4
7.9
7.0
6.8
7.1
4 (neutral)
27.7
27.8
23.9
22.2
22.6
27.4
5
17.7
17.2
19.7
19.5
17.7
16.3
6
12.6
12.2
15.4
18.0
17.3
13.8
7 (very confident)
13.6
11.4
15.0
17.5
19.4
15.5
Total
100.0
100.0
100.0
100.0
100.0
100.0
28
Tab 13.A - Does your online or offline network include the following professions?
Total Survey, 2014.
Insurance agent
Nurse
Lawyer
Book-keeper or accountant
Construction worker
Policy maker
Police officer
Unskilled labourer
Director of a company
Engineer
Cleaner
Estate or Real-estate agent
Online
Offline
7.8
6.8
7.3
8.2
6.5
9.5
5.8
6.9
10.5
9.6
5.2
7.4
15.5
16.1
15.4
13.4
16.4
7.6
12.8
13.6
11.7
10.9
14.9
11.3
Both online
and offline
18.7
22.6
26.4
26.6
20.9
17.4
17.0
30.5
28.7
36.3
18.4
21.6
No
42.9
41.4
38.4
37.4
40.6
50.2
49.0
33.6
34.1
30.0
43.9
42.4
Don't know or
don't remember
15.1
13.2
12.5
14.4
15.5
15.4
15.5
15.4
15.1
13.2
17.6
17.3
Total
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Tab 14.A - Gender.
Total Survey, 2014.
% Value
Female
48.2
Male
51.8
Total
100.0
Tab 15.A - Year of birth.
Total Survey, 2014.
% Value
Before 1946
0.3
1946-1964
14.3
1965-1980
39.7
After 1981
45.7
Total
100.0
Tab 16.A - What is the highest level of education you have completed?
Total Survey, 2014.
% Value
8.5
High School
34.0
Some College
14.9
2 or 3 year College Degree
19.4
8.6
Total
14.6
100.0
29
Tab 17.A - Field of study.
Total Survey, 2014.
% Value
Education
9.5
Art and humanities
9.2
Social sciences, journalism and information
6.9
Business, administration and law
29.0
Natural sciences, mathematics and statistic
4.7
Information and Communication Technologies
10.0
Engineering, manufacturing and construction
17.5
Agriculture, forestry, fisheries and veterinary
1.5
Health and welfare
Services
3.7
8.0
Total
100.0
Tab 18.A - How many years’ work experience do you have?
Total Survey, 2014.
% Value
1 year or less
13.7
2 years
7.7
3-5 years
16.3
6-10 years
19.1
11-20 years
22.5
More than 20 years
20.6
Total
100.0
Tab 19.A - Employment status.
Total Survey, 2014.
% Value
Employed
Unemployed but not seeking work
41.2
48.8
1.7
Temporarily redundant
Looking for my first job
I have never worked and I'm not looking for a job
3.6
4.1
0.5
Total
100.0
30
Tab 20.A - Business area.
Total Survey, 2014.
Note: Statistic calculated only for "employed" answers of Tab. 19.A.
Oil & Gas
Chemicals
Basic Resources
Construction & Materials
Industrial Goods & Services
Automobiles & Parts
Food & Beverage
Personal & Household Goods
Health Care
Retail
Media
Travel & Leisure
Telecommunications
Utilities
Banks
Insurance
Real Estate
Financial Services
Technology
Total
% Value
2.8
4.1
2.8
5.6
15.2
4.2
5.6
2.5
5.0
5.1
6.2
3.2
5.6
6.5
2.4
2.0
1.6
6.1
13.3
100.0
Tab 21.A - What is your position?
Total Survey, 2014.
Non manager
Middle manager
Manager
Senior manager and above
Total
% Value
59.1
16.9
13.3
10.7
100.0
31
Tab 22.A - Which department do you work in?
Total Survey, 2014.
Controlling, Accounting & Finance
Purchasing
Manufacturing
Research & Development
Information Technology
Logistics
Sales
Marketing
Corporate Communication & PR
Human Resources
Quality Management
Total
% Value
12.3
2.6
15.0
5.6
10.7
6.4
17.7
6.2
4.2
12.3
7.0
100.0
32
33
Recruiters
Recruiting is increasingly social. To
understand how companies operate on
social media, which tools they use, and
what they look for in the recruiting
process, Adecco conducted an in-depth
study. Between March 18th and June 2nd
2014, 1,501 recruiters from 24 countries
took part in the online survey, resulting in
873 complete responses and 628 partial
responses1. We also collected responses
from more than 17,000 jobseekers to
discover how they use social media for
their job search.
The sample is mostly composed of
females (66%), professionals born after
1981 (46%), graduates (76%) equally
distributed between those with more and
less than five years’ experience, in a
managerial position (37%), in companies
with more than 250 employees (56%),
and mostly recruiting agencies (51%).
This report, which has been compiled in
partnership with the Catholic University
of Milan, Italy, covers four areas: the use
of social media for professional purposes,
the effectiveness of social media in the
matching of job seekers with open
positions in the job market, the relevance
of web reputation and its impact on
recruiting, and the training provided for
the professional use of social media. It is
interesting to analyse this data, keeping
an eye on the candidates’ responses in
order to understand how they explore
Web 2.0 when looking for a job.
In addition to the global data, the report
compares the three geographic areas
taken into consideration: Eastern Europe
and MENA , Western Europe and
Southern Europe2. The USA and APAC,
although considered in the overall figures,
have not been analysed as individual
areas due to the low number of responses
(19 and 13 respectively). The report also
includes a statistical appendix, which
offers further detail on the responses
provided by the participants.
1
The total numbers reported in the tables and
figures also include the partial responses which
lack information about the companies’ sector or
size.
2
Eastern Europe and MENA include: Bulgaria,
Czech Republic, Greece, Croatia, Hungary,
Morocco, Poland, Romania, Russia, Slovenia,
Slovakia, Turkey, Tunisia, Arab Emirates, and
Ukraine. Western Europe includes: the
Netherlands, Switzerland and the United Kingdom.
Southern Europe includes: Spain, France, and Italy.
34
73% of respondents use at least one social networking site for professional purposes, meaning that they use their
personal accounts for recruitment purposes. The most used platform is LinkedIn (58% of respondents), whilst the
professional use of Facebook follows some way behind (28%). More than half of the companies where the
respondents are currently employed have at least one active account on a social networking site, with an equal
presence on LinkedIn and Facebook (53%). Relevant figures also emerge in relation to other social media platforms:
Twitter (31%) and YouTube (18%) (fig. 1).
Fig. 1 - Accounts on Social Media for Professional Use and Active Company Presence on Social Media.
Note: Total Social Media is the percentage proportion of respondents using at least one of the considered social media
platforms.
35
Southern Europe emerges as the region experiencing the greatest delay in the use of social networking sites in the
recruitment processes, particularly in relation to the individual recruiter (34% vs. a global average of 73%) (fig. 2).
Fig. 2 - Accounts on Social Media for Professional Use and Active Company Presence on Social Media by Region.
80
70
74.3
73.0
72.9
72.6
66.1
60
61.4
57.1
50
40
30
34.1
20
10
0
Western Europe
Professional use by the recruiter
Southern Europe
Total
Company's account
Most of the companies active on social media are large sized companies (82% have at least 250 employees and a
profile on at least one social networking site), followed by small-sized companies (between 10 and 50 employees, 69%)
(fig. 3).
Fig. 3 - Active Company Presence on Social Media by Company Size.
90
80
70
66.1
82.0
60
50
65.3
53.4
69.3
Micro: < 10 people
Small: < 50
40
30
20
10
0
% by company size
Medium: < 250
Large: over 250
% in total companies
36
The companies most present on social media, grouped by the sector in which they operate, are Recruiting Agencies,
Telecommunications, Chemicals, Technology, and Media. (tab. 1).
Tab. 1 - Active Company Presence on Social Media by Industry.
Rank
Industry
1°
Recruiting
91.7
2°
Telecommunications
77.3
3°
Chemicals
72.7
4°
Technology
72.6
5°
Media
71.4
6°
Health Care
65.2
7°
Travel & Leisure
63.6
8°
Utilities
62.5
9°
Financial Services
61.9
10°
Food & Beverage
58.3
11°
Insurance
57.1
12°
Basic Resources
54.5
13°
Automobiles & Parts
46.7
14°
Retail
45.8
15°
44.1
16°
43.2
17°
Oil & Gas / Real Estate
40.0
18°
Personal & Household Goods / Banks
37.5
Total
% Value
66.1
37
In the majority of cases, the use of social media by recruiters is more often either voluntary (58%) or strongly
recommended (37%), and only in rare cases is it mandatory (6%). The use of social media is more often mandatory in
Eastern Europe and MENA (8%).
Fig. 4 – Directives Regarding Recruiters’ Use of Social Media by Region.
100%
3.2
2.9
5.7
33.2
34.0
36.6
63.6
63.0
57.7
Western Europe
Southern Europe
Total
7.7
80%
39.9
60%
40%
52.4
20%
0%
Eastern Europe and
MENA
Voluntary
Highly recommended
Mandatory
The use of social media by recruiters is most often recommended or mandatory in large-sized companies. It is
interesting to note, however, that if we limit the analysis to solely mandatory use, the companies where this occurs are
mostly small-sized (11%) and medium-sized companies (8%) (fig. 5).
Fig. 5 – Directives Regarding Recruiters’ Use of Social Media by Company Size.
100%
3.4
90%
80%
7.5
10.7
29.3
30.1
32.7
70%
4.1
47.2
5.7
36.6
60%
50%
40%
30%
67.2
62.4
56.7
48.7
20%
57.7
10%
0%
Micro: < 10
people
Small: < 50
Voluntary
Medium: < 250
Highly recommended
Large: over 250
Total
Mandatory
38
The recruiters’ use of social media is more often either strongly recommended or mandatory in the Recruiting sector
(63% of cases), followed by the Telecommunications industry (55%) (tab. 2).
Tab. 2 – Directives Regarding Recruiters’ Use of Social Media by Industry:
% of "Highly Recommended or Mandatory".
Rank
Business Area
1°
Recruiting
62.7
2°
Telecommunications
54.5
3°
Health Care
43.5
4°
Technology
41.9
5°
Oil & Gas / Real Estate
40.0
6°
Basic Resources
36.4
7°
Media
35.7
8°
Insurance
28.6
9°
Travel & Leisure
27.3
10°
Utilities / Food & Beverage
25.0
11°
Financial Services
23.8
12°
Retail
20.8
13°
18.9
14°
Chemicals
18.2
15°
17.6
16°
Automobiles & Parts
13.3
17°
Personal & Household Goods / Banks
12.5
Total
% Value
42.3
More in depth, the most recurrent activities that are pursued through social media are job advertising (65%), followed
by the active sourcing of passive candidates (60%), and checking the accuracy of CV information (53%) (tab. 3).
Tab 3 - Use of Social Media for Specific Recruitment Activities.
Note: multiple choice question.
Rank
Recruiting activities:
% Value
1°
Advertising jobs
65.0
2°
Sourcing passive candidates
59.7
3°
Checking the accuracy of an applicant's CV
52.7
4°
Receiving job applications
52.4
5°
Checking an applicant's network
51.3
6°
Employer branding
51.1
7°
Checking content posted by an applicant
45.2
8°
Checking references of an applicant
42.9
39
Additionally, a surprising result emerged concerning the profiles of those professional figures that recruiters most
often search for via social media. It can be said that these profiles are mostly non-managerial profiles. This clearly
demonstrates that social recruiting is broader and encompasses different profiles from those normally expected and
that for the most qualified profiles, recruiters tend to prefer traditional channels of information and face-to-face
networking. The only exception appears to be Eastern Europe and MENA, where managerial professions are the most
searched for profiles in the digital sphere (fig. 6).
Fig. 6 - Typology of Candidate Profiles Searched For, Using Social Media by Region.
80
70
74.2
66.4
60
50
54.5 54.6
40
30
49.0
45.0
37.1 38.4
42.1
28.4
20
40.6
37.4
35.3
27.1
24.2
16.4
10
0
Non manager
Western Europe
Middle manager
Southern Europe
Manager
Total
40
Managerial profiles are generally searched for using social media platforms by medium and large-sized companies (fig.
7).
Fig. 7 - Typology of Candidate Profiles Searched For, Using Social Media by Company Size.
80
70
60
69.3
66.7
65.1
63.4
57.6
50
50.3 51.7
30
31.6
54.5 54.6
43.2
39.5
38.3
35.1
58.3
48.3
40
36.8
66.4
61.2
40.6
20
10
0
Micro: < 10 people
Small: < 50
Non manager
Medium: < 250
Middle manager
Manager
Large: over 250
Total
In 2013, more than half of all recruitment activity involved the Internet (web in general, not solely social media) (53%),
with the percentage for 2014 expected to continue to grow (61%). However, Southern Europe remains the area where
the adoption of digital resources occurs much later, and despite their intention to use them, it can reasonably be said
that this gap will remain throughout 2014 (fig. 8).
Fig. 8 - Percentage of Total Recruitment Activity Involving the Internet by Region.
80
60.8
52.6
60
40
55.3
62.1
20
52.5
62.1
43.8
53.1
0
Western Europe
Southern Europe
% by region (2013)
% by region (2014 forecast)
% in total companies (2013)
% in total companies (2014 forecast)
41
Microbusinesses are less inclined to use digital resources as a personnel search method (45% of total recruiting
activity), whilst these figures are highest among firms with 50+ employees (fig. 9).
Fig. 9 - Percentage of Total Recruitment Activity Involving the Internet by Company Size.
70
60.8
60
52.6
50
40
54.9
52.1
Small:
< 50
Medium:
< 250
53.0
45.1
30
20
10
0
Micro: < 10 people
% by company size
Large:
over 250
% in total companies (2013)
42
By looking at the various sectors analysed, it emerges that companies operating in the Technology sector, have used
the Internet more often as a recruitment tool (60% of the total recruiting activity), immediately followed by the
Recruitment sector (fig. 10).
Fig. 10 - Percentage of Total Recruitment Activity Involving the Internet by Business Area (first 4).
Social media is the digital tool which is expected to experience the greatest increase in usage in 2014 by the
Recruitment sector.
Fig. 11 - Change in the Importance of Digital Tools by the Recruitment Sector in the Next Year.
Total Survey, 2014.
43
The social media platforms that are regarded as the most efficient in the recruitment process are LinkedIn and
Facebook. The former is most often used with an “effectiveness index” of 0.60, whilst the latter remains at 0.05.
The index indicates a value between -1, the lowest effectiveness, and 1, the highest effectiveness (fig. 12). These are
significantly high figures when compared to those reported by Job Seekers, where the effectiveness index of LinkedIn is
rated at a value of only 0.13.
Fig. 12 - Effectiveness Index of Social Media for Recruitment Purposes.
Total Survey, 2014.
0.60
0.05
-0.20
-0.55
-0.55
-0.48
Pinterest
Instagram
Viadeo
-0.38
Xing
-0.55
Tumblr
Twitter
LinkedIn
YouTube
Blog
-0.41
-0.48
Facebook
1,00
,800
,600
,400
,200
,00
-,200
-,400
-,600
-,800
-1,00
44
Focusing solely on LinkedIn, it emerges that the more often it is used, the more its perceived effectiveness increases,
showing an increasing appreciation for the platform as a result of direct usage (fig. 13).
Fig. 13 - Effectiveness Index of LinkedIn for Recruitment Purposes by Use.
Total Survey, 2014.
1,00
,900
,800
,700
,600
0.68
0.60
,500
,400
0.45
,300
,200
,100
0.26
Neutral ,00
No
Yes, for personal Yes, also for
use only
professional use
Total
This insight is confirmed by the fact that the perceived effectiveness of LinkedIn grows as the size of the business
grows (fig.14) and LinkedIn appears to be appreciated most by those companies which use it most frequently
(recruiting agencies) (tab. 4).
Fig. 14 - Effectiveness Index of LinkedIn for Recruitment Purposes by Company Size.
Total Survey, 2014.
1,00
,900
,800
,700
,600
0.67
,500
0.53
,400
,300
0.60
0.57
0.35
,200
,100
Neutral
,00
Micro:
< 10 people
Small:
< 50
Medium:
< 250
Large:
over 250
Total
45
Tab. 4 - Effectiveness Index of LinkedIn for Recruitment Purposes by Industry (first 4).
Total Survey, 2014.
Industry
Index
Recruiting
0.73
0.50
Technology
0.62
Food & Beverage
0.43
Total
0.60
There is, however, an interesting exception. In Western Europe, where the use of social media is greater than in
Southern Europe, effectiveness is reported to be lower.
Fig. 15 - Effectiveness Index of LinkedIn for Recruitment Purposes by Region.
Total Survey, 2014.
1,00
,900
,800
,700
,600
0.66
0.61
,500
0.60
0.50
,400
,300
,200
,100
Neutral
,00
Eastern Europe
and MENA
Western Europe Southern Europe
Total
46
The effectiveness of social media use is reported to be positive overall, with figures that are generally above the
“positive threshold” of value 0, though without experiencing high peaks of “extremely positive” rates (the entry in
point, ”using social media increases my productivity” is reported at 0.18). However, there are many recruiters who
intend to use these tools in the next 12 months. Also, there still seems to be a widespread need for training, since the
entry “it is easy for me to master social media” is reported at 0.25.
Tab. 5 - Index of Agreement with Specific Statements Regarding the Use of Social Media for Recruitment.
Total Survey, 2014.
Note: Index value from -1 (max disagreement) to 1 (max agreement), value 0 if neutral position.
Rank
1°
2°
3°
4°
5°
6°
7°
8°
9°
Statements
I intend to use social media in the next 12
months
I find social media useful in my job
I have the knowledge necessary to use
social media
I have the resources necessary to use social
media
It is easy for me to master social media
In general, my company supports the use of
social media
Using social media increases my
productivity
People who are important to me think I
should use social media
A specific person (or group) is available for
assistance with social media difficulties
Index
0.48
0.37
0.33
0.32
0.25
0.19
0.18
0.09
0.02
47
The use of LinkedIn remains predominant when recruiters assess the web reputation of a candidate (68%). The use of
Facebook is also relevant (52%), especially if we consider that Facebook is generally regarded as a more personal social
networking site. Interestingly, social media is used more often than traditional search engines (tab. 6).
Tab. 6 - Social Networks and Online Tools Used to Check a Candidate's Online Reputation.
Total Survey, 2014.
Rank
Social Media
% Value
1°
LinkedIn
67.7
2°
3°
4°
Facebook
Google or other search engines
Twitter
51.6
29.0
18.9
5°
YouTube
8.5
6°
Xing
7.9
7°
Blog
7.5
8°
Instagram
6.2
9°
Viadeo
3.8
10°
Pinterest
3.2
11°
Tumblr
2.8
Recruiters believe that the most attractive elements in the profiles of potential candidates for recruitment purposes
are the previous work experiences (attractiveness index of 0.63), followed by the presence of professional prizes or
awards (0.38) and the personality insights that can be identified from the profile (0.32). Recruiters seem to be largely
uninterested in the number of contacts (tab. 7). The seeming lack of interest in the number of contacts shown by
recruiters and the preference towards “tangible skills”, may be interpreted as a tendency to assess more favorably
those skills that are more difficult to make up (public display of previous work experience), whilst contact requests are
often accepted by users without knowing the other person. In this sense, recruiters seem to distrust the number of
contacts as a sort of “noisy” information that does not provide trustworthy elements for professional assessment.
Tab. 7 - Attractiveness Index of the Applicant’s Social Media Profile.
Total Survey, 2014.
Note: Index value from -1 (min attractiveness) to 1 (max attractiveness).
Rank
1°
Elements on Social Media profile
Index
0.63
2°
3°
4°
5°
6°
7°
Content posted by the applicant
Pictures
0.38
0.32
0.27
0.25
0.17
0.13
8°
9°
Number of contacts
0.09
-0.13
48
Approximately one third of recruiters admit that they have rejected a potential candidate as a consequence of the
information, the pictures, or the content posted on the candidate’s profile (fig. 16).
This may be interpreted in two different ways. On one hand, candidates may be disqualified if they present
information that differs substantially from the information provided in their CV; or they may be disqualified if their
profiles display “sensitive” information. In this second case, a slight discrepancy emerges with the information
provided by Job Seekers who seem to have a general awareness of the kind of information that may affect the
Recruiters’ opinion and largely state that they do not post sensitive comments or pictures. However, this tendency to
post sensitive material seems to be greater among younger candidates. The rejection of candidates based on the
content they posted online should probably be interpreted as a “strategy” perpetrated by the Recruiters to reduce the
(often large) number of candidates for a position by searching for material that may not be “sensitive” per se, but
sufficiently ambiguous to detrimentally affect one’s reputation.
Fig. 16 - Exclusion of a Candidate from the Recruitment Process because of Online Information, Photos, or Content
on Their Social Media Profile by Region.
Total Survey, 2014.
45
40
35
30
25
20
15
10
5
0
33.5
38.7
29.6
25.1
Western Europe
Southern Europe
By Region
Total
14
12
10
11.6
8
6.3
6
4
2
3.1
1.7
0
Eastern Europe and
MENA
Western Europe
By Region
Southern Europe
Total
49
Among the different elements which seem to negatively influence the assessment of the web reputation of a
candidate, recruiters seem to pay particular attention to the comments posted, especially in relation to the
participation of activities which may violate University or workplace policies, followed by comments on sensitive
issues, whilst pictures are relatively less important in this regard. The age of the recruiter seems to have an impact on
what they perceive to be content that negatively affects a candidate’s web reputation. Younger recruiters appear to be
less strict in relation to “sensitive” information (tab. 8).
Tab. 8 - Impact Index of Web Reputation on Recruitment by Year of Birth of the Recruiter.
Total Survey, 2014.
Notes: (1) Index value from -1 (almost never negative evaluation of the recruiter) to 1 (always negative evaluation of
the recruiter). (2) The analysis of recruiters born before 1946 (over 68 years old) has been omitted because of a limited
sample size (3 respondents)
Elements on applicant's Social
Media profile
Informal selfie or tagged photo
(e.g. wearing a swimsuit)
Controversial selfie / tagged photo
(e.g. drinking alcohol)
Comments on controversial topics
(e.g. illegal drugs)
Comments on participation in
activities which are in violation of
university or workplace policy
1946-1964
1965-1980
After 1981
Total Index
-0.04
-0.29
-0.37
-0.30
0.23
0.05
-0.12
-0.01
0.24
0.26
0.20
0.21
0.42
0.42
0.36
0.36
50
Among those who use social media for recruitment purposes, approximately 30% have attended training courses
organized by their company (fig. 17). This percentage decreases further in the Southern European countries (26%) (fig.
18).
Fig. 17 - Training Sessions (from company) About How to Recruit Using Social Media by Region.
Total Survey, 2014.
35
30.2
30
25
31.5
28.9
25.9
20
15
10
5
0
by region
Western Europe
Southern Europe
51
Training is more frequent in companies with 250+ employees and decreases with the size of the firm. Interestingly, for
those who did not receive training, the expected usefulness of the training increases as the size of the firm grows. For
those who did attend training courses, the greater perceived usefulness is reported for microbusinesses.
This
confirms the fact that small enterprises are less inclined to provide formation, but when this occurs, they experience a
greater return, mostly because it represents a strong element of differentiation from their competitors (tab. 9).
Tab. 9 - Training Sessions (from company) About How to Recruit Using Social Media
and Usefulness Indices About Training by Company Size.
Total Survey, 2014.
Note: Usefulness indices value from -1 (max usefulness) to 1 (max usefulness). The first is calculated using the
responses by recruiters who have had training sessions and the second, by recruiters who have not had them.
Micro: < 10 people
17.2
Usefulness
index of
training
session made
0.41
Small: < 50
21.3
0.26
0.24
Medium: < 250
28.7
0.25
0.31
Large: over 250
35.8
0.38
0.44
Total companies
30.2
0.34
0.33
Company size
Training
sessions
Usefulness
index of
potential
training session
0.12
Similarly, throughout the various sectors, the companies that provide recruiters with the most training on social media
use for their professional activity are Recruiting Agencies, followed by Technology businesses. It seems, however, that
the level of training provided by Recruitment Agencies is relatively low, as the anticipated usefulness of the sessions is
higher than the actual usefulness experienced by recruiters. The opposite holds true for the other industries which
provide social media training, as the expected usefulness among employees is lower compared to its actual usefulness
(tab. 10).
Tab. 10 - Training Sessions (from company) About How to Recruit Using Social Media and Usefulness Indices About
Training by Industry (first 4).
Total Survey, 2014.
Note: Usefulness indices value from -1 (max uselessness) to 1 (max usefulness). The first is calculated using the
responses by recruiters who have had training sessions and the second, by recruiters who have not had them.
Recruiting
42.3
Usefulness
index of
training
session made
0.37
11.0
0.39
0.29
Technology
21.0
0.40
0.02
Food & Beverage
19.4
0.53
0.23
Total companies
30.2
0.34
0.33
Industry
Training
sessions
Usefulness
index of
potential
training session
0.57
61% of respondents either did not receive guidelines for the use of social media or were unaware that these guidelines
existed.
52
Tab 1.A - Do you have an account on these social networks? If yes, is this for personal or professional use?
Total Survey, 2014.
Facebook
23.6
Yes, for
personal use
only
48.0
YouTube
61.2
30.5
8.3
100.0
LinkedIn
23.7
18.0
58.3
100.0
Twitter
64.8
19.1
16.2
100.0
Google+
58.8
26.4
14.8
100.0
Blog
90.7
4.8
4.5
100.0
Tumblr
95.7
3.4
0.9
100.0
Pinterest
87.5
10.3
2.2
100.0
Instagram
74.4
21.8
3.9
100.0
Viadeo
93.5
2.9
3.5
100.0
Xing
86.1
4.5
9.3
100.0
No
Yes, also for
professional
use
28.3
100.0
Total
Tab 2.A - Does your company have an active presence on these social networks for recruiting purposes?
If yes, since when?
Total Survey, 2014.
No
Yes, less than
Yes, less
1 year
than 2 years
11.4
17.1
Yes, over 2
years
24.9
100.0
Total
Facebook
46.6
YouTube
81.8
2.9
4.9
10.3
100.0
LinkedIn
47.2
9.5
15.9
27.4
100.0
Twitter
69.5
6.3
11.5
12.7
100.0
Google+
87.0
3.2
3.7
6.1
100.0
Blog
92.5
0.9
2.7
3.9
100.0
Tumblr
97.7
0.7
0.7
0.9
100.0
Pinterest
97.1
0.9
1.1
0.9
100.0
Instagram
95.7
1.7
1.1
1.4
100.0
Viadeo
97.1
0.9
1.2
0.9
100.0
Xing
93.7
1.9
2.5
1.9
100.0
Tab 3.A – Is the professional use of social media in recruitment in your company?
Total Survey, 2014.
% Value
Voluntary
57.7
Highly recommended
36.6
Mandatory
5.7
Total
100.0
53
Tab 4.A - Do you use social networks for the following recruiting activities?
Total Survey, 2014.
No
Yes
Total
Employer branding
48.9
51.1
100.0
Advertising jobs
35.0
65.0
100.0
Sourcing passive candidates
40.3
59.7
100.0
Receiving job applications
47.6
52.4
100.0
Checking the accuracy of an applicant's CV
47.3
52.7
100.0
Checking an applicant's network
48.7
51.3
100.0
Checking content posted by an applicant
54.8
45.2
100.0
Checking reference of an applicant
57.1
42.9
100.0
Tab 5.A - What social networks and online tools do you use to check a candidate's online reputation?
Total Survey, 2014.
No
Yes
Total
Facebook
48.4
51.6
100.0
YouTube
91.5
8.5
100.0
LinkedIn
32.3
67.7
100.0
Twitter
81.1
18.9
100.0
Google+
87.2
12.8
100.0
Blog
92.5
7.5
100.0
Tumblr
97.2
2.8
100.0
Pinterest
96.8
3.2
100.0
Instagram
93.8
6.2
100.0
Viadeo
96.2
3.8
100.0
Xing
92.1
7.9
100.0
Google or other search engines
71.0
29.0
100.0
Tab 6.A - Recruiting Objectives for Using Social Media.
Total Survey, 2014.
% Value
To improve the quality of applications
49.0
To increase the number of applications
56.1
To quickly fill an open vacancy
50.3
To decrease the budget of recruitment
36.6
To reach targeted applicants (e.g. demographics)
56.4
To diversify recruitment channels
58.3
54
Tab 7.A - From 1 to 5, how effective do you find these social networks for recruiting?
Total Survey, 2014.
2
3
4
Facebook
1
(very
ineffective)
9.9
10.9
29.8
20.1
5
(very
effective)
9.1
YouTube
25.4
10.6
16.1
3.3
LinkedIn
3.1
3.3
10.2
Twitter
16.2
8.8
Google+
18.7
6.9
Blog
19.1
Tumblr
I don't
know
Total
20.2
100.0
1.6
42.9
100.0
25.2
43.8
14.4
100.0
18.9
8.2
5.0
42.9
100.0
17.8
4.0
3.3
49.3
100.0
7.1
13.8
3.4
2.4
54.3
100.0
20.9
6.2
12.4
0.7
1.1
58.6
100.0
Pinterest
21.9
5.4
12.0
0.6
1.6
58.5
100.0
Instagram
22.8
6.1
12.5
0.9
1.5
56.2
100.0
Viadeo
20.7
5.0
11.7
2.3
2.0
58.4
100.0
Xing
19.1
5.6
13.7
4.6
2.5
54.6
100.0
Tab 8.A - Have you ever excluded a candidate from the recruitment process because of online information, photos
or content on their social media profile?
Total Survey, 2014.
% Value
No
66.5
Yes
33.5
Total
100.0
Tab 9.A - From 1 to 5, how likely are you to negatively assess a job applicant
with the following items on his/her Facebook profile?
Total Survey, 2014.
Informal selfie
or tagged
photo (e.g.
wearing a
swimsuit)
36.9
Controversial
selfie / tagged
photo (e.g.
drinking
alcohol)
22.4
13.8
Comments on
participation in activities
which are in violation of
university or workplace
policy
11.7
2
10.3
13.0
7.2
4.6
3 (neutral)
34.7
25.3
26.2
19.3
4
11.3
23.9
28.1
28.3
5 (very likely)
6.8
15.5
24.6
36.1
100.0
100.0
100.0
100.0
1 (very unlikely)
Total
Comments on
controversial
topics (e.g.
illegal drugs)
55
Tab 10.A - From 1 to 5, how much do the following attract your attention on an applicant’s social media profile?
Total Survey, 2014.
Pictures
Number of contacts
Content posted by the applicant
1
(not at all)
12.6
7.2
9.8
3.6
20.3
8.9
6.0
8.9
6.9
7.0
6.4
9.1
1.6
17.9
12.5
3
(neutral)
35.0
25.0
38.1
12.3
38.6
40.2
4.7
9.4
6.5
22.8
27.2
32.3
2
24.5
37.5
30.4
29.4
14.9
29.0
5
(a lot)
20.9
24.0
12.6
53.1
8.3
9.4
100.0
100.0
100.0
100.0
100.0
100.0
40.8
31.8
35.2
25.8
22.7
19.2
100.0
100.0
100.0
4
Total
Tab 11.A - Regarding the use of social media in your job as a recruiter, please indicate the level of your agreement or
disagreement with the following statements on a scale of 1 to 7.
Total Survey, 2014.
I find social media useful in my job
Using social media increases my
productivity
It is easy for me to master social
media
People who are important to me
think I should use social media
In general, my company supports
the use of social media
I have the resources necessary to
use social media
I have the knowledge necessary to
use social media
A specific person (or group) is
available for assistance with social
media difficulties
I intend to use social media in the
next 12 months
1
(I strongly
disagree)
4.8
2
3
4
(neutral)
5
6
16.2
7
(I strongly
agree)
27.8
4.3
5.0
17.3
24.8
100.0
8.1
7.6
8.4
23.7
20.5
14.7
16.9
100.0
5.9
7.2
7.4
22.7
18.5
19.8
18.5
100.0
8.8
7.3
7.6
35.1
16.7
14.0
10.4
100.0
9.9
7.1
5.7
23.9
18.2
19.0
16.3
100.0
6.0
4.6
6.5
19.0
20.5
22.0
21.4
100.0
4.7
4.7
7.1
17.3
22.6
23.4
20.4
100.0
15.7
7.9
10.1
24.5
14.7
16.5
10.6
100.0
5.3
3.7
3.6
15.1
14.1
19.1
39.2
100.0
Total
Tab 12.A - What percentage of your total recruitment activity involves the internet?
Total Survey, 2014.
% Value
In 2013
52.6
In 2014 (forecast)
60.8
56
Tab 13.A - Assuming total online recruitment is 100, what share does each tool represent?
Total Survey, 2014.
% Value
Careers section on company website
30.4
Online recruiting sites
43.9
Social media
20.2
Mobile apps
5.6
Tab 14.A - Do you think the importance of the following recruitment tools will change in your company next
year? Total Survey, 2014.
Careers section on
company website
7.5
Online
recruiting sites
7.1
Social
media
6.7
Mobile
apps
13.8
No change
58.3
52.2
32.8
41.7
More important
34.2
40.7
60.6
44.5
Total
100.0
100.0
100.0
100.0
Less important
Tab 15.A - Have you had (from your company) any training sessions about how to recruit using social media?
Total Survey, 2014.
% Value
No
69.8
Yes
30.2
Total
100.0
Tab 16.A – Was the training session helpful?
Total Survey, 2014.
Note: Statistic calculated only for "Yes" answers of Tab. 16.A.
% Value
1 (not at all)
1.4
2
3.8
3
2.4
4 (neutral)
25.2
5
31.4
6
22.4
7 (a lot)
13.3
Total
100.0
57
Tab 17.A - Do you think such training could be useful?
Total Survey, 2014.
Note: Statistic calculated only for "No" answers of Tab. 16.A.
% Value
5.9
4.0
1.5
24.7
23.2
17.4
23.2
1 (not at all)
2
3
4 (neutral)
5
6
7 (a lot)
Total
100.0
Tab 8.A - Does your company have any guidelines or policy to manage social media? (e.g. crisis situations, day-today social media scenarios...).
Total Survey, 2014.
% Value
No
32.7
Yes
38.6
I don't know
28.7
Total
100.0
Tab 19.A - What kind of candidate profiles do you search for on social networks?
Total Survey, 2014.
Non Manager
Middle manager
Manager
Controlling, Accounting & Finance
Purchasing
Manufacturing
Research & Development
Information Technology
Logistics
Sales
Marketing
Corporate Communication & PR
Human Resources
Quality Management
% Value
66.4
54.5
54.6
40.6
46.3
33.8
34.6
32.1
42.3
32.5
56.6
46.1
32.9
42.2
29.5
Tab 20.A - Gender.
Total Survey, 2014.
% Value
Female
65.8
Male
34.2
Total
100.0
58
Tab 21.A - Year of birth.
Total Survey, 2014.
% Value
Before 1946
0.3
1946-1964
11.0
1965-1980
42.5
After 1981
46.1
Total
100.0
Tab 22.A - What is the highest level of education you have completed?
Total Survey, 2014.
% Value
0.7
High School
8.8
Some College
14.2
14.5
35.8
26.0
Total
100.0
Tab 23.A - How many years of experience do you have as a recruiter?
Total Survey, 2014.
% Value
1 year or less
13.1
2 years
11.4
3-5 years
25.1
6-10 years
25.7
11-20 years
19.0
More than 20 years
5.6
Total
100.0
Tab 24.A - What is your position?
Total Survey, 2014.
% Value
Non manager
37.4
Middle manager
26.6
Manager
20.2
15.8
Total
100.0
59
Tab 25.A - Company size.
Total Survey, 2014.
% Value
Micro: < 10 people
6.7
Small: < 50
17.4
Medium: < 250
20.0
Large: over 250
55.9
Total
100.0
Tab 26.A - Does your company have a corporate website?
Total Survey, 2014.
% Value
No
8.4
Yes
91.6
Total
100.0
Tab 28.A - Business area.
Total Survey, 2014.
Oil & Gas
Chemicals
Basic Resources
Automobiles & Parts
Food & Beverage
Personal & Household Goods
Health Care
Retail
Media
Travel & Leisure
Telecommunications
Utilities
Banks
Insurance
Real Estate
Financial Services
Technology
Recruiting
Total
% Value
0.6
1.3
1.3
4.0
8.7
1.8
4.2
0.9
2.7
2.8
1.7
1.3
2.6
1.9
0.9
1.7
0.6
2.5
7.3
51.2
100.0
60
The Authors
Silvia Zanella is the Global Social Media & Online Marketing Director at Adecco Group,
the world’s leading provider of HR solutions. Her focus is on HR 2.0, with a strong
interest in the future of work.
Ivana Pais is an Assistant Professor of Economic Sociology at Università Cattolica del
Sacro Cuore, Milano (Italy). Her research interests focus on new ways of working
through the use of social media.
Contact Info
[email protected]
www.adecco.com
[email protected]
www.facebook.com/adecco
www.LinkedIn.com/company/adecco
www.twitter.com/adeccogroup
About the Adecco Group
The Adecco Group, based in Zurich, Switzerland, is the world’s leading provider of HR solutions. With over 31,500 FTE
employees and more than 5,000 branches, in over 60 countries and territories around the world, Adecco Group offers
a wide variety of services, connecting more than 650,000 associates with our clients every day. The services offered
fall into the broad categories of temporary staffing, permanent placement, career transition and talent development,
as well as outsourcing and consulting. The Adecco Group is a Fortune Global 500 company.
Adecco S.A. is registered in Switzerland (ISIN: CH0012138605) and listed on the SIX Swiss Exchange (ADEN).
61
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Social Recruiting Global Study

Transcription

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