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