How do jobseekers engage in social recruiting?
It’s no secret recruiters are using social networks to find candidates. But how do job seekers use them? Are they online to search for new jobs or check out recruiters? Here are the results!
What do job seekers use social networks for?
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.
Which activities do they use social networks for?
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).
Why blogging matters
Among job seekers, 18% have blogs: mainly for exclusively personal reasons (12% of the total), while keeping a professional blog is less common (3% of the total) or a combination blog (professional and personal, 3% of the total). We
will see later that having a blog in general has positive effects on receiving interview and job offers.
Online activities in general
Twenty-two percent of job seekers refer to a personal digital profile in their CVs. Of these, 63% link to their LinkedIn profiles, 31% to their Facebook profiles, 20% to their blogs and 11% to their Twitter profiles. Most of the candidates referring to their social profiles on their CV are men (27% vs 19% women) with a certificate of higher education (31% have a bachelor's degree and 44% have a master's / doctorate degree). Thus: the higher the level of education, the more likely you are to be active online and to use your online network to find a job.
When comparing the regions, it is less common in European countries to include a link to one of your social profiles in your CV (16%) than in other regions (31% Eastern Countries, 32% Americas and 34% Asia).
On average, candidates do 73% of their job seeking activities online. For 2016, 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).
The efficiency of social recruiting
Twenty-three percent of job seekers interviewed were contacted by a recruiter through social media. Of these, always as a percentage of the total, 16% set up an interview, and 6% turned down the offer of an interview. The most popular social network for this activity was LinkedIn: 62% of those who received an invitation for an interview were contacted through the network, while 36% were contacted through Facebook. Of those candidates that had a job interview, the data provided shows an almost perfect 3-way split: 32% of those who went to an interview got the job, 33% were offered a job but turned it down, and 34% were not offered a job.
This study also confirms the fact that the candidates getting interviews through social media are mainly people with a university or high school diploma (11% high school, 26% college degree and 37% masters or doctoral degree) and who
work in areas that use digital technology (25% human resources, 24% ICT, 20% business and administration). Men tend to receive more interviews through social media, as well as candidates between the age of 30 -40 years, but with fewer significant differences. Even geographical differences are less important: contact through social media is more common in Eastern Countries (+2%), Asia (+2%) and the Americas (+1%) than in Europe.
The data shows a strong correlation between a candidate's active online search for work and the results achieved. The probability of being contacted by a recruiter increases with the number of social networks used (from 16% for those using one network to 46% for those using all five of them). Candidates who attended an interview have carried out an average of 12% more job search activities online than those who did not receive contacts and +4.5% compared to those who had turned down an interview. Candidates with a blog are also more likely to be contacted online by a recruiter (of job seekers who accepted interviews 34% had personal and professional blogs, 30% had a professional blog, 21% had a personal blog and only 15% did not have a blog) and also those indicating their online profiles on their CV (35% of those indicating their LinkedIn profile on their CV were contacted as opposed to only 9% of those who did not).
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