STUDY: How Recruiters & Job Seekers Use Social Media

social recruiting

Adecco Group have released the results of its first global study looking at the use of social media in recruitment and the job search – the most comprehensive study in this field to date. Here are the results in terms of job seekers – and they come from over 17,000 entrants in 24 different countries.

Key findings show that social media is, and will increasingly become, the new job market place, but best practices and impacts are not always clear for either the job seekers or the recruiters.

Adecco’s study found that more than half of all recruitment activity involved the internet. That number is expected to rise this year, as seven out of ten recruiters saying they currently use social media for their human resource’s professional activities.

The global study also discovered that an applicant’s social media engagement is important to recruiters, as candidates with an established online network receive more contact from potential employers. LinkedIn is the most popular network for recruiters assessing candidates at 68%, Facebook at 52%. An estimated one third of recruiters admit rejecting a potential candidate due to the content on an applicant’s profile. Silvia Zanella, Adecco Global Social Media & Online Marketing Director said…

“The predominant relevance of social media recruiting is a reality today and no doubt in the future. We can help job seekers get the most out of the unlimited opportunities available through proper use of social networks, and provide recruiters with the best tools for improving the quality of their social media professional practices. ”

Takeaways:

  • The more people you know online, the better your chances are of finding a new job.
  • Avoid sensitive content on your social network profiles.
  • Use social networks in your job search- search relevant terms and hashtags to find the vacancies relevant to you.
  • Whilst searching keep distributing your CV to recruiters!
  • Keep your social networking consistent and up-to-date.

You can download the full report at adecco.com/socialrecruiting and click here to see the full infographic.

How Social Employees Can Be the Perfect Brand Ambassadors

Within the world of business, credibility and transparency is something that is rather important to the public nowadays. People want to know what is going on ‘behind closed doors’ within certain companies and how they deal with successes and failures. 

This is why treating employees as a part of your team of ambassadors is so powerful. When the public sees that the employee would personally recommend their company’s service or product to their direct network; they surely have confidence in the quality and stand by the brand.

Apart from the social media manager or marketing team making use of social media platforms to market their brand, alternative individuals working at the company might act as ambassadors on their social media channels.

Let’s take a look at some of the ways you could get your employees to become brand ambassadors for your company:

Create Social Brand Value

In order to get your employees to become a brand ambassador online is to create a social brand value. This term, Social Brand Value is explained by Michael Bartl.com;

“The concept is defined as the extent to which people share a brand or information about a brand as part of their everyday social lives at work or at home”.

This brand value shifts the extent of the company’s influence from the brand to the person, as such. It is important to gain social capital through ‘normal’ people without a premeditated sales pitch or advertorial. People want to connect on a personal level, and these days the platform for this connection is online.

It is then understood that if there is a strong social brand in place, the credibility of the company and its operations is likely to strengthen.

Choose the Right Brand Ambassadors

Even though passionate employees might be sharing your company’s message without you even urging them to do so, it’s still important to choose the right candidates for your team of ambassadors. Being part of this team doesn’t initially have to be a formal responsibility; scout which employees seem eager to showcase the message, services and products online by sounding sincere and relevant. If you can identify employees who already use and enjoy social media in a positive manner, you have won half the battle.

Have a Strong Employee Culture

If employees are happy in their workplace they would be more likely to put the brand in a good light online as well as offline. Find ways to create a unit within the company by creating a strong company culture. This works well when establishing certain workplace routine or surprising your employees every now and again. Think in the lines of Pizza Friday, Wednesday Drinks or enter a sports team in a local tournament. Consider what would be fun and enjoyable to your employees and make a habit of keeping them in a good mood.

southwest airlines career

Creating a strong employee culture can be a science in itself, check out South West Airlines employee culture to get an idea.

Encourage Activity on Social Media

In order for your employees to spread to word via social media channels, they have to be active on these platforms. Encourage your employees to create profiles on the main social media channels such as Facebook, LinkedIn, Twitter, Instagram and Pinterest. The platform they use will depend on their personal preferences as well as the applicable platform for your brand.

Be sure to provide clear social media guidelines and training to encourage social media use, here’s an example from KPMG:

Some companies don’t even allow their employees to be active on social media during work hours because it can be a distraction. But because you aren’t restricting your employees, you might even subtly encourage them to share the positive things happening in the workplace. For your employees, interacting with other industry specialists online might even inspire and increase productivity.

Get Them Engaged

In order to have your employees represent and advertise your brand online, they have to know what the company and business is all about. Many companies don’t feel the need to share their vision, goals and mission with each employee, but this is essential to the social brand.

Six traits of engaged employees:

  1. Believe in their organisation
  2. Have the desire to work to make things better
  3. Understand the business context and the bigger picture
  4. Are respectful and helpful to colleagues
  5. Are willing to go the extra mile
  6. Stay up to date with developments within their industry

Praise According to Analytics

It’s one thing to create influential brand ambassadors online, but keeping them out of the loop of your business’ growth won’t make them feel included. If a tweet goes viral or there is a sudden increase in website traffic, find the source and praise the individual responsible. This way all the employees will feel connected in building the brand and spreading the word.

These are just a few ways in which you can get your employees to be strong candidates for being the brand’s online ambassadors. Can you add more? Please let us know in the comments below!

RELATED: How Nokia Turns Employees into Brand Ambassadors

Social Media and Job Search in 2014 [INFOGRAPHIC]

Screen Shot 2014-02-06 at 16.26.57

Our friends at Jobvite recently conducted a nationwide online omnibus survey of 1,303 U.S. job seekers who are currently in employment. Here are some of the main takeaways (scroll down for the infographic).

Social job seekers

86% of job seekers have an account on at least one of the six online social networks included with this study; Facebook, Linkedin, Google+, Twitter, Instagram, Pinterest. Social job seekers are younger, more highly educated and more likely to be employed full-time.

Facebook

76% of social job seekers found their current position through Facebook. Three most popular activities on Facebook:

  • 27% contact shared a job opportunity
  • 25% contact provided an employee’s perspective on a company
  • 22% shared a job opportunity with a contact

LinkedIn

LinkedIn is where they do most of their job-seeking activity:

  • 40% contact referred me for a job
  • 34% contact shared a job opportunity
  • 32% made a new professional connection
  • 32% contact provided an employee’s perspective on a company

Twitter

  • Twitter is the most popular place to ask others for help and advice:
  • Next three most popular activities on Twitter:
  • 29% shared a job opportunity with a contact
  • 28% contact provided an employee’s perspective on a company
  • 28% contact shared a job opportunity

Privacy

46% of job seekers have modified their privacy settings. Job seekers are as likely to delete their account completely as they are to remove specific content from their profiles. And recruiters are looking:

  • 93% of recruiters are likely to look at a candidate’s social profile.
  • 42% have reconsidered a candidate based on content viewed in a social profile, leading to both positive and negative re-assessments

RELATED: How Employers Use Social Media To Screen Applicants [INFOGRAPHIC]

The college educated are also 4x as likely to update their LinkedIn with professional info than those who are high-school educated or less, and almost 2x as likely to do so on a mobile device.

Most popular social networks

While job seekers flock to Facebook, recruiters prefer Linkedin when searching for candidates. Most popular social networks for…

Job seekers:

  • Facebook 83%
  • Twitter 40%
  • Google+ 37%
  • LinkedIn 36%

Screen Shot 2014-02-06 at 16.27.28

Recruiters:

  • LinkedIn 94%
  • Facebook 65%
  • Twitter 55%
  • Google + 18%

While 94% of recruiters are active on Linkedin, only 36% of job seekers are.

The mobile job seeker

Frequent job-changers are more likely than average to have searched for jobs or had contact with a potential employer on their mobile device: 64% of adults who change jobs every 1-5 years vs. 43% overall.

  • 43% of job seekers have used their mobile device to engage in job-seeking activity
  • 27% of job seekers expect to be able to apply for a job from their mobile device.
  • 37% of millennial job seekers expect career websites to be optimised for mobile.

Percentage of job seekers rating the following “important” in their job search:

  • 55% ability to see job openings or listings without having to register
  • 27% ability to apply for jobs from a mobile device
  • 23% website optimised for mobile devices
  • 11% ability to use Linkedin profile or online resume to apply for a job

Mobile and social

Mobile job seekers are more likely to turn to Facebook than Linkedin in their job search. Percentage of job seekers who have done the following on a mobile device:

Updated their profile with professional information:

  • 15% Facebook
  • 11% Twitter
  • 6% Linkedin

Searched for a job:

  • 12% Facebook
  • 7% Linkedin
  • 6% Twitter

RELATED: How Do Recruiters Use Social Media? [STUDY]

2014JobviteJobSeekerNationSurvey

Why Facebook is the Next Big Thing in Recruitment

Just like the rise of social media, the recruitment industry has also evolved from platform to platform. One of the latest discussions online is the relevance and the use of Facebook’s Graph Search as a recruitment tool. This article will take a look at Facebook’s users, Facebook as an alternative to LinkedIn and some statistics explaining the phenomenon.

Look At The Statistics

It’s easy to make fun of Facebook. The depressed stock, the misguided political comments, the unguarded vanity of high school “friends”—all tend to reinforce the inanity of the social network. But a billion people still use it. Even those who complain (like me) still use it. And for large, multinational companies, it’s becoming an increasingly valuable tool for recruiting employees. – Forbes

Even though Facebook’s reputation has gone through a bit of a dip, there is still no denying the fact that over 1 billion people are still using it.

facebook recruiting

If a social platform is still in use, it is still seen as valuable for those looking to retrieve data. If Facebook users are making most of its data public, it’s like a gold mine for recruiters. It’s not only highly beneficial for those looking to employ, but also for job seekers:

  • The average person spends 1 in every 7 minutes online on Facebook (Work4)
  • 52% of job seekers used Facebook to look for work in 2012. (Mashable)
  • 22 million people surveyed used social media to find their last job in 2012. That’s up from 14.4 in 2011. (Jobvite survey)
  • 84% of job seekers have a Facebook profile. (Time Business)
  • 50% of users say a brand’s Facebook page is more useful than its website (Work4)
  • 81% of jobseekers want to see job opportunities posted to Facebook career pages (Work4)

The Battle of Facebook vs LinkedIn

“Facebook is really a platform, not an application. While LinkedIn is being run like a data-driven application, Facebook is really a sharing platform from which many companies can build applications”. – Forbes

The main factor to keep in mind is that these platforms have different users and serve different purposes. Even though both Facebook and LinkedIn share the same features, they don’t necessarily have the same following.

Facebook recruiting has the chance to be successful mainly because of the average age of its users. LinkedIn is more focused on the working professionals with college degrees and experience. They don’t particularly target entry level job seekers or the average work force.

What works well for LinkedIn is its niche- focus but it might be overlooking prospective employees because of its age parameter.

“With around 160 million members (mostly professionals in their 30s and older), LinkedIn has become the virtual rolodex for business people”. – Forbes

According to this article featured on Forbes.com [the] world is rapidly getting younger (e.g. 55% of the US workforce will be under the age of 35 within 3 year).

The younger generation is growing up on Facebook, so this would be their go-to guide for whatever they are searching for. Recruiters would be playing it smart by fishing for the younger generation job-seekers on the platform or social network that they feel most comfortable with.

Facebook Career Pages

Job seekers are likely to follow the career pages of industry-specific companies. Not only because they are interested in what the company is about, but also because they are hoping this particular company would be advertising a possible job openings.

By following what the company is about, the prospective employee would be able to get a clear idea of what they are looking for. The same goes for recruiters. Because of these Facebook Career Pages recruiters would be able to make a better match between a candidate and a company.

An example of a company that implemented a Facebook Recruiting Campaign is Earls (a chain of premium casual dining restaurants in North America). Here is screenshot of the cover and below you’ll find the current job opportunities with the chain – all inside the Facebook page.

earls wants you

“Earls Restaurant recently decided to make Facebook the main focus of their social media recruiting strategy with their Earls Wants You Facebook recruiting campaign. They chose Facebook for all of the reasons mentioned above, but also because it allowed them to convey their company culture to potential hires in a way that neither Twitter nor LinkedIn (let alone any job boards) allowed.”. – Jobcast

earls facebook jobs

Facebook has the power of visuals on their side. Even though people might use Twitter and LinkedIn for recruitment, Facebook can display the company’s culture through videos and images and regular updates. This interactive appeal is what makes this platform successful for recruitment.

Less Is More When It Comes to Competition

Only about 60% of hiring managers are actually using Facebook to recruit. (NAS Recruitment)

At the moment Facebook Recruitment is still rather young, which makes it even better for recruiters. They have the chance to scan through the talent and opening while the competition is still busy elsewhere. Coming on board with Facebook recruitment will give your company a head start in building the online brand, connections and proving your credibility.

Have a Look at Using Graph Search

Apart from the obvious branding and advertising opportunities on Facebook, recruiters should also start using Graph Search which is similar to (but possibly better) Advanced People Search on LinkedIn. On Facebook, you can search through profile data of members who are either your friends, friends of friends or have public data on their profiles which many users do nowadays.

For anyone starting out with this, have a look at How to Use Facebook Graph Search (Noob Edition) by Maren Hogan. You can also have a look at Facebook’s own explanation of Graph Search and its many uses.

Finally, if you’re still not sure about Facebook recruiting, have a look at this video by our partners Work4:

Does your company use Facebook for recruiting and/or employer branding? Please let us know in the comments!

The Rise of the Social CEO [INFOGRAPHIC]

One of the best ways to stoke up interest in social media amongst employees is to get the leadership team to lead by example. If you have a leader that embraces social and actively engages on say Twitter or LinkedIn, this sends a powerful message to the rest of the organisation. Not only is it ok to use social media professionally, but the boss is doing it and showing the way.

Granted, not every CEO will have the inspirational powers of Richard Branson, let alone three million followers on LinkedIn, but every leader can learn lessons from the most social company executives out there.

richard branson [Read more…]

B2B Content Marketing and Social Media in 2014 [STUDY]

Are you a B2B marketer? Do you use content marketing? No less than 93% of your North American peers do, but how exactly are they doing it?

MarketingProfs and the Content Marketing Institute recently issued some interesting findings from their annual content marketing study, which included responses from 1,217 B2B content marketers in North America.

Most popular tactics

  • Social media (87%)
  • Articles (81%)
  • Newsletters (80%)
  • Blogs (76%)
  • Events (76%)
  • Case studies (73%)
  • Video (73%)

Most popular social media channels

  • LinkedIn (91%)
  • Twitter (85%)
  • Facebook (81%)
  • YouTube (73%)

B2B marketers, on average, use 13 tactics to reach their audiences. Social media (excluding blogs) is the most popular tactic, used by 87% of those marketers. That’s followed by articles on a company website (81%) and e-newsletters (80%).

The primary challenges B2B marketers face are lack of time (69%) and producing enough content (55%). This is of course where an agency like Link Humans can help brands.

Some 93% of the most effective B2B content marketers cite lead generation as a goal of their content marketing efforts, compared with 64% of the least effective B2B content marketers.

See the full report here:

Using information from the report, the following infographic from our friends at Brightcove highlights the latest findings regarding tactics, content segmentation and challenges, and measurement in B2B content marketing.