Beruflich Dokumente
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05 Executive Summary
07 Job Seekers
08
12
The Effectiveness of Social Media in the Matching of Job Seekers with Open
Positions in the Labor Market
16
19
23
25
Statistical Appendix
35 Recruiters
36
45
The Effectiveness of Social Media in the Matching of Job Seekers with Open
Positions in the Labor Market
49
52
54
Statistical Appendix
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 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.
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.
% Value. Total Survey, 2014.
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
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.
% Value. Total Survey, 2014.
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
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.
% Value. Total Survey, 2014.
Note: Total value also includes cases that have not provided information about their employment status.
Employment status
Employed
60.9
63.6
Temporarily redundant
67.2
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.
% Value. Total Survey, 2014.
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
Level of education completed
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
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.
% Value. Total Survey, 2014.
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
Western 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.
% Value. Total Survey, 2014.
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
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
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
-,600
Tumblr
-,400
-0.60
Xing
Viadeo
Blog
YouTube
-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.
Note: Index value from -1 (max ineffectiveness) to 1 (max effectiveness), value 0 if neutral position.
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 LinkedIns
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.
Note: Index value from -1 (max ineffectiveness) to 1 (max effectiveness), value 0 if neutral position.
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 Companys Social Media Page.
Total Survey, 2014.
Note: Index value from -1 (min attractiveness) to 1 (max attractiveness).
Rank
Index
0.50
0.41
0.32
0.24
0.22
0.21
0.17
Pictures
0.15
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 Candidates 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
Index
0.31
0.27
0.20
0.10
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
Level of education completed
Less than High School
High School
College
Master or Doctoral Degree
Principal employment status
-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
Unemployed and looking for work
-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).
% Value. Total Survey, 2014.
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
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.
% Value. Total Survey, 2014.
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.
% Value. Total Survey, 2014.
Note: Index value from -1 (not at all confident) to 1 (very confident), value 0 if neutral position.
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.
% Value. Total Survey, 2014.
Online network
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
Contacted by a recruiter
17.2
31.6
39.7
21.9
29.5
34.6
29.0
5.0
8.4
12.7
6.6
7.8
10.6
8.7
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.
% Value. Total Survey, 2014.
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
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.
% Value. Total Survey, 2014.
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
Contacted by a recruiter
22
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 ones 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.
% Value. Total Survey, 2014.
The nonintegrated
cluster
71%
The semiintegrated
cluster
27%
The
integrated
cluster
2%
% of female
49.3
50.5
56.8
44.4
54.5
43.2
40.6
70.4
73.0
5.0
24.5
40.5
% of employed
41.2
52.8
70.3
48.6
38.8
21.6
24.6
44.3
46.2
88.4
95.1
97.3
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
17.0
27.7
27.0
26.3
17.8
10.8
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
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
Total
Facebook
YouTube
34.2
48.7
17.1
100.0
44.5
52.8
2.7
100.0
53.3
11.2
35.4
100.0
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
91.7
7.4
0.9
100.0
81.7
17.3
1.1
100.0
Viadeo
91.4
3.9
4.8
100.0
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
13.4
9.8
26.7
Total
100.0
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
36.7
63.3
100.0
Submitting applications
50.6
49.4
100.0
44.8
55.2
100.0
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
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
15.6
5.8
15.7
18.4
18.9
25.6
100.0
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
29.9
5.9
12.1
1.1
0.7
50.3
100.0
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
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
Professional experience
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
1
(not at all)
14.8
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
17.3
10.1
14.7
8.6
3 (neutral)
14.4
8.3
14.7
8.4
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
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
% Value
No
Yes
70.0
Total
100.0
30.0
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 companys social media page?
Total Survey, 2014.
1
(not at all)
3
(neutral)
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
12.1
6.2
27.7
29.1
24.9
100.0
10.1
5.1
24.1
31.9
28.8
100.0
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
communicate
very effectively
using social
media
13.4
14.9
12.3
10.6
10.9
13.4
6.8
7.1
5.8
5.1
5.3
6.5
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
17.7
17.2
19.7
19.5
17.7
16.3
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
48.2
Male
51.8
Total
100.0
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
34.0
Some College
14.9
19.4
8.6
Total
14.6
100.0
29
9.5
9.2
6.9
29.0
4.7
10.0
17.5
1.5
3.7
8.0
Total
100.0
13.7
2 years
7.7
3-5 years
16.3
6-10 years
19.1
11-20 years
22.5
20.6
Total
100.0
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
% 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
Non manager
Middle manager
Manager
Senior manager and above
Total
% Value
59.1
16.9
13.3
10.7
100.0
31
% 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
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.
% Value. Total Survey, 2014.
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.
% Value. Total Survey, 2014.
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
Eastern Europe and MENA
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.
% Value. Total Survey, 2014.
90
80
70
66.1
82.0
60
50
65.3
53.4
69.3
Small: < 50
40
30
20
10
0
% by company size
% 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.
% Value. Total Survey, 2014.
Rank
Industry
Recruiting
91.7
Telecommunications
77.3
Chemicals
72.7
Technology
72.6
Media
71.4
Health Care
65.2
63.6
Utilities
62.5
Financial Services
61.9
10
58.3
11
Insurance
57.1
12
Basic Resources
54.5
13
46.7
14
Retail
45.8
15
44.1
16
43.2
17
40.0
18
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.
% Value. Total Survey, 2014.
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%
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.
% Value. Total Survey, 2014.
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
Highly recommended
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".
% Value. Total Survey, 2014.
Rank
Business Area
Recruiting
62.7
Telecommunications
54.5
Health Care
43.5
Technology
41.9
40.0
Basic Resources
36.4
Media
35.7
Insurance
28.6
27.3
10
25.0
11
Financial Services
23.8
12
Retail
20.8
13
18.9
14
Chemicals
18.2
15
17.6
16
13.3
17
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.
% Value. Total Survey, 2014.
Note: multiple choice question.
Rank
Recruiting activities:
% Value
Advertising jobs
65.0
59.7
52.7
52.4
51.3
Employer branding
51.1
45.2
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.
% Value. Total Survey, 2014.
Note: multiple choice question.
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
Eastern Europe and MENA
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.
% Value. Total Survey, 2014.
Note: multiple choice question.
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
Middle manager
Manager
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.
% Value. Total Survey, 2014.
80
60.8
52.6
60
40
55.3
62.1
20
52.5
62.1
43.8
53.1
0
Eastern Europe and MENA
Western Europe
Southern Europe
% by region (2013)
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.
% Value. Total Survey, 2014.
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
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).
% Value. Total Survey, 2014.
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.
Note: Index value from -1 (max ineffectiveness) to 1 (max effectiveness), value 0 if neutral position.
0.60
0.05
-0.20
-0.55
-0.55
-0.48
Viadeo
-0.38
-0.55
Tumblr
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.
Note: Index value from -1 (max ineffectiveness) to 1 (max effectiveness), value 0 if neutral position.
1,00
,900
,800
,700
,600
0.68
0.60
,500
,400
0.45
,300
,200
,100
0.26
Neutral ,00
No
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.
Note: Index value from -1 (max ineffectiveness) to 1 (max effectiveness), value 0 if neutral position.
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.
Note: Index value from -1 (max ineffectiveness) to 1 (max effectiveness), value 0 if neutral position.
Industry
Index
Recruiting
0.73
0.50
Technology
0.62
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.
Note: Index value from -1 (max ineffectiveness) to 1 (max effectiveness), value 0 if neutral position.
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
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.
Note: multiple choice question.
Rank
Social Media
% Value
67.7
2
3
4
Facebook
Google or other search engines
Twitter
51.6
29.0
18.9
YouTube
8.5
7.9
Blog
7.5
6.2
Viadeo
3.8
10
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 Applicants Social Media Profile.
Total Survey, 2014.
Note: Index value from -1 (min attractiveness) to 1 (max attractiveness).
Rank
1
Index
0.63
2
3
4
5
6
7
0.38
0.32
0.27
0.25
0.17
0.13
8
9
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 candidates 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 ones 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
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 candidates 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
Eastern Europe and MENA
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.
17.2
Usefulness
index of
training
session made
0.41
Small: < 50
21.3
0.26
0.24
28.7
0.25
0.31
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
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.
23.6
Yes, for
personal use
only
48.0
YouTube
61.2
30.5
8.3
100.0
23.7
18.0
58.3
100.0
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
87.5
10.3
2.2
100.0
74.4
21.8
3.9
100.0
Viadeo
93.5
2.9
3.5
100.0
86.1
4.5
9.3
100.0
No
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, over 2
years
24.9
100.0
Total
46.6
YouTube
81.8
2.9
4.9
10.3
100.0
47.2
9.5
15.9
27.4
100.0
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
97.1
0.9
1.1
0.9
100.0
95.7
1.7
1.1
1.4
100.0
Viadeo
97.1
0.9
1.2
0.9
100.0
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
40.3
59.7
100.0
47.6
52.4
100.0
47.3
52.7
100.0
48.7
51.3
100.0
54.8
45.2
100.0
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
48.4
51.6
100.0
YouTube
91.5
8.5
100.0
32.3
67.7
100.0
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
96.8
3.2
100.0
93.8
6.2
100.0
Viadeo
96.2
3.8
100.0
92.1
7.9
100.0
71.0
29.0
100.0
49.0
56.1
50.3
36.6
56.4
58.3
54
Tab 7.A - From 1 to 5, how effective do you find these social networks for recruiting?
Total Survey, 2014.
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
3.1
3.3
10.2
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
21.9
5.4
12.0
0.6
1.6
58.5
100.0
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
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
10.3
13.0
7.2
4.6
3 (neutral)
34.7
25.3
26.2
19.3
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 applicants social media profile?
Total Survey, 2014.
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
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
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.
1
(I strongly
disagree)
4.8
4
(neutral)
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
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
1.4
3.8
2.4
4 (neutral)
25.2
31.4
22.4
7 (a lot)
13.3
Total
100.0
57
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
Senior manager and above
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
65.8
Male
34.2
Total
100.0
58
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
Less than High School
0.7
High School
8.8
Some College
14.2
14.5
35.8
26.0
Total
100.0
13.1
2 years
11.4
3-5 years
25.1
6-10 years
25.7
11-20 years
19.0
5.6
Total
100.0
37.4
Middle manager
26.6
Manager
20.2
15.8
Total
100.0
59
6.7
Small: < 50
17.4
20.0
55.9
Total
100.0
8.4
Yes
91.6
Total
100.0
% 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 worlds leading provider of HR solutions. Her focus is on HR 2.0, with a strong
interest in the future of work.
Contact Info
IM-digital@adecco.com
www.adecco.com
Press.office@adecco.com
www.facebook.com/adecco
www.LinkedIn.com/company/adecco
www.twitter.com/adeccogroup
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