How do job seekers and recruiters see social recruiting?
Before assessing the efficiency of social recruiting, we need to look at where job seekers and recruiters are active: which networks do they use and what are their preferred channels for job seeking and recruiting activities?
What are the most popular social networks for professional purposes?
The social network most commonly used for personal purposes is Facebook (80% of job seekers and 75% of recruiters), while the most popular for professional purposes is LinkedIn, both with recruiters (61% LinkedIn vs 32% Facebook) and job seekers (34% LinkedIn vs 24% Facebook).
A significant number of job seekers (37%) and recruiters (25%) are active online, but they are not using social media for
their recruiting activities. The most interesting differences are related to geographic location: European job seekers (44%) are the most active social media users for professional purposes. They are closely followed by Asian job seekers (38%), eastern European countries (27%) and the Americas (23%). Among recruiters, the most active users are based in Asia (39%), whereas European recruiters (29%) are more active than in the American countries (10%).
Do you use social media for professional purposes?
Most job seekers use social networks to keep in touch with colleagues (59%) or ex-colleagues (56%). Thirty-five percent of
candidates say they use social networks to contact potential employers, while 24% use them to look for recruiters and head-hunters. Only a relative minority (16%) use social networks to keep in contact with contractors and service providers.
With regard to more frequent social networking activities for professional purposes, LinkedIn remains the most popular platform and turns out to be the most used platform for all activities except two – personal branding and verifying what other people are saying about their employers – which are mostly done through Facebook.
In general, the data reveals how LinkedIn is more widely used for ‘practical’ purposes (distributing one’s CV, professional networking and searching for job advertisements), while Facebook is preferred for ‘social’ purposes (such as checking the reputation of employers, personal branding and researching possible contacts).
A shift in behaviour can be seen among recruiters as they consider Facebook to be more and more an equal platform to LinkedIn as regards to personal branding, checking a candidate’s online reputation and understanding their personality. Overall, LinkedIn remains the recruiters’ favourite platform for any activity. Since these activities are focused on reputation and, more in general, on relationships, Facebook becomes very relevant also for professional aspects.
What are the most popular recruitment channels?
On average, candidates do 73% of their job seeking activities online, while recruiters only carry out 55% of their overall recruitment activities online. For 2016, recruiters expect that 56% of their overall recruitment activities will take place online. Interestingly, job seekers expect an increase in their overall job seeking activities online: with women expected to
be more active in 2016 than men (+4%). This is especially true for those with a higher degree (+22% for those with a university degree). Job seekers with a LinkedIn profile expect their online job search activities to be higher in 2016 than those without one (+13%). Job seekers with a professional blog expect to be more active online next year but with just a small increase (+5%). In general, Eastern European countries are more active online in job search compared to other regions (+8% compared to Europe and +9% for Asia and Americas).
When recruiters were asked for their total recruitment activity in 2015, the Americas spent more time online, which is 19% more than recruiters in Europe and 16% more than in Asia. In the outlook for 2016 all recruiters see an equally increasing trend towards more activities performed online, in accordance with the time spent online in 2015.
61% of job seekers and 49% of recruiters prefer online job boards and recruiting sites over social media pages. After checking those pages, 31% of recruiters and 25% of job seekers will use a/their corporate website. Social media pages are least favoured: only 20% of job seekers and 15% of recruiters will use them. For the coming year, recruiters foresee that career sections will remain stable, but job boards will lose five percentage points in favour of social media.
In comparison, Asian job seekers and European recruiters prefer corporate websites, whereas European job seekers and American recruiters prefer job boards and online recruiting pages. Social media networks are preferred by American job seekers and eastern European recruiters.
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