Here is proof that social recruiting is right here, right now!
While social media is everywhere, it is still very subjective. Just because you are told / guided / influenced / advised [delete accordingly] to 'do social' in a particular way, doesn't mean it is going to work for you or your company. Different audiences react to different stimuli.
When we talk about social media in recruitment - aka social recruiting - this becomes both important and necessary to understand.
Just because you have all the social media channels to hand, doesn't mean you have to use them. If you know your audience is looking for jobs in the newspapers and trade magazines then it makes sense to go there to recruit - in Sweden, for example, I found out when I spoke at a conference there earlier this year, that 65% of people use print as the primary job seeking tool! Amazing I know in the online world!
The crux here is knowing your audience. Do you know where your job seeking audience resides? Offline or online? LinkedIn, Facebook, Twitter or in niche networks on places like Ning? Well fortunately, those research gurus at PotentialPark have come up with some really interesting and revealing proof regarding how job seekers view social media and social networks from a job seeking perspective.
PotentialPark researched 30,000 job seekers (20,000 Europe based and 10,000 Global) which gives a fantastic sample size to base look at the trends.
The first slide looks at the different sources of online sources of career information:
As you would expect from a search engine dependant population, they come top. But you can see the increases and decreases of the traditional approaches - job boards and career portals decreasing while the social channels are increasing.
[Obviously job boards and career portals still have a large share here, so they are still very important for companies to use. But the trend to want other things like social is my point here.]
The second slide examines the social networks, like Facebook, Twitter, Orkut etc against the professional networks such as LinkedIn, Xing etc.
For me this is where it starts to get really interesting (especially remembering the sample size in this research!).
With regards to the professional networks like LinkedIn, it is no surprise to see them very strong in all the areas above - after all these networks are heavily used for both recruiting/sourcing and job seeking. But the social networks are gaining on them!
If your company is still stuck in the dark ages, and still haven't realised that candidates are using social networks to find you, find out what it is like to work for your and find your jobs - then maybe it is time you wake up and realise we are now in the 21st century!
Your audience - potential employees of your company - are regularly using social media to find out about working for your company. But what are you doing about it?
So taking this down into a more detailed look at how these job seekers actually interact with employers:
No surprise here that career sites are the top choice here, and they should be of course. But what is interesting here is the range of other social media options the job seekers are now using for enagagement. Even Twitter is now seen as a credible engagement channel with 9% of the vote - and this will only increase in my opinion. Two other channels - blogs and multimedia - are considered as engagement channels by candidates.
The questions I would ask is this; candidates/job seekers may well see these three engagement channels as ways of interacting with employers - but do employers feel the same way? Are they still playing it the 'traditional' way?
This fantastic research by PotentialPark confirms for me, that recruitment audiences (candidates, job seekers etc) worldwide are fast embracing social media as a credible tool in their search for jobs. I just hope that companies understand the importance of this for their future talent acquisition strategies.
I would like to thank PotentialPark for sharing this information with me, and if you would like to learn more about this survey click here .
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