Social networking websites recruiting and staffing final

Social Networking Websites and Identifying Potential Job Candidates ©SHRM 2011

June 20, 2011

SHRM Poll: Social Networking Websites for Identifying and Staffing Potential Job Candidates

Social Networking Websites and Identifying Potential Job Candidates ©SHRM 2011 2

Key Findings

Are organizations using social networking websites for recruiting? More than one-half (56%) of the organizations stated that they currently use social networking websites when recruiting for potential jobs. This is a significant increase since 2008, when a little over one-third (34%) of organizations were using these sites as a recruiting tool.

What are the most common websites organizations use? Among organizations that used social networking sites for recruiting, the most utilized social networking website in 2011 was LinkedIn (95%). This was followed by more than one-half (58%) of respondents using Facebook, followed closely by Twitter (42%).

Are social networking websites efficient in recruiting job candidates from a variety of job levels? Yes. The percentage of recruiters who indicated that social networking websites are an efficient way to recruit for a variety of job levels has more than doubled compared with 2008. More than one-half (52%) of recruiters believe that these sites are efficient for recruiting executive/upper management (e.g., CEO, CFO) an increase from 22% in 2008. More than one-half (58%) also believe they are efficient for recruiting other management positions (e.g., managers, directors), compared with only 13% who thought so in 2008.

What are the primary reasons organizations are using social networking for staffing or recruiting? One of the top reasons in 2011, according to 84% of recruiters, is to recruit passive job candidates who might not otherwise apply or be contacted. This was also the top reason given in 2008 (69%). Today, increasing numbers of organizations (60%) are using social networking websites for employer brand recognition, compared with 35% who reported doing so in 2008.


19%

45%

3%

34%

20%

21%

3%

56%

2011 2008

Yes, we currently use these sites to recruit potential candidates

Yes, we used these websites previously, but do not plan to do so again

No, we never have used these sites and do not plan to do so in the fu-ture

No, we have not used these sites, but plan to do so in the future

n = 499

The Use of Social Networking Websites to Recruit Potential Job Candidates: 2011 vs. 2008

n = 371

Note: 2008 total does not equal 100% due to rounding.


Social Networking Websites Used Most Often by Organizations for Recruitment in 2011

LinkedIn 95%

Facebook 58%

Twitter 42%

Professional or association social networking site other than SHRM Connect 23%

SHRM Connect 6%

MySpace 3%

Foursquare 1%

Second Life 1%

Other 6%

Note: n= 277. Excludes respondents who indicated their organization currently does not use social networking websites to recruit potential job candidates. Total does not equal 100% due to multiple response options.

Social Networking Websites Used Most Often by Organizations for Recruitment in 2011


How Do Organizations Recruit Potential Job Candidates Using Social Networking Websites?

Other

Create a group or page for the organization to post information and career opportunities

Search for active job candidates by using the social networking website's search feature

Search for passive job candidates by using the social networking website's search feature

7%

24%

16%

53%

6%

63%

65%

72%

2011 2010(n = 103) (n = 276)

Note: Excludes respondents who indicated their organization currently does not use social networking websites to recruit potential job candidates. Totals do not equal 100% due to multiple response options.


Executive/upper man-agement (e.g., CEO, CFO)

Other management (e.g., directors, managers)

Nonmanagement salaried employees

Nonmanagement hourly employee

39%

77%82%

36%

27%

54%58%

32%

2011 2008

Targeted Job Levels Organizations Are Attempting to Fill When Using Social Networking Websites: 2011 vs. 2008

n = 277 n = 125



Very Efficient

Somewhat Efficient

Neither Efficient nor inefficient

Somewhat inefficient Very inefficient

Executive/upper management (e.g., CEO, CFO) 13% 39% 38% 7% 4%

Other management (e.g., directors, managers) 12% 46% 29% 11% 3%

Nonmanagement salaried employees 11% 47% 29% 10% 3%

Nonmanagement hourly employee 10% 31% 34% 18% 8%

Note: n = 277. Excludes respondents who indicated their organization currently does not use social networking websites to recruit potential job candidates. Totals do not equal 100% due to rounding.

Efficiency of Social Networking Websites for Recruiting Job Candidates at Targeted Job Levels


2011(n = 277)

2008(n = 125)

Executive/upper management (e.g., CEO, CFO) 52% 22%

Other management (e.g., directors, managers) 58% 13%

Nonmanagement salaried employees 58% 15%

Nonmanagement hourly employees 41% 22%

Note: The data shown combines the responses “very efficient” and “somewhat efficient” as asked in the survey. Excludes respondents who indicated their organization currently does not use social networking websites to recruit potential job candidates.

Efficiency of Social Networking Websites for Recruiting Job Candidates at Targeted Job Levels: 2011 vs. 2008


Reasons Organizations Are Using Social Networking Websites for Staffing or Recruiting: 2011 vs. 2008

2011(n = 277)

2008(n = 125)

To be able to recruit passive job candidates who might not otherwise apply or be contacted by organization 84% 69%

It is less expensive than other methods of recruiting job candidates 67% --

To increase employer brand and recognition 60% 35%

To be able to target a specific job level to recruit or contact (e.g., entry level, managers, executives) 54% 40%

To be able to target job candidates with a very specific set of skills 52% 38%

To allow potential job candidates to easily contact your organization about employment 47% 29%

To be able to target a specific geographic region in which to recruit job candidates 44% 31%

Note: Excludes respondents who indicated their organization currently does not use social networking websites to recruit potential job candidates. Totals do not equal 100% due to multiple responses.


2011(n = 277)

2008(n = 125)

To be able to identify potential job candidates in other geographic regions 39% --

It results in more qualified job candidates relative to the amount of time and effort invested 36% 27%

To create an online community focused on my organization 36% 18%

To be able to effectively disseminate job- and organization-related information 33% 18%

It results in a large quantity of job candidates relative to the amount of time and effort invested 29% 20%

It results in ability to better target traditionally underrepresented groups (e.g., women, minorities, veterans, people with disabilities) 22% --

Other 3% 3%


Reasons Organizations Are Using Social Networking Websites for Staffing or Recruiting: 2011 vs. 2008 (continued)


Smaller Organizations Larger Organizations Differences Based on Organization Staff Size

•100 to 499 employees (43%)

•500 to 2,499 employees (48%)•2,500 to 24,999 employees (64%)

•25,000+ (80%) Larger organizations > smaller organizations

Comparisons by Organization Staff Size and Sector

Organization Sector

•Publicly owned for-profit (66%)

•Privately owned for-profit (58%)•Government agency (35%) Publicly and privately owned organizations >

government agencies

Larger organizations (2,500 to 25,000+ employees) are more likely to use social networking websites to recruit potential job candidates compared with smaller organizations (100 to 2,499 employees).

Publicly and privately owned for-profit organizations are more likely to use social networking websites to recruit potential job candidates than government agencies.

Note: n = 227.

Note: n = 273.


Demographics: Organization Industry

Industry

Health care and social assistance 21%

Professional, scientific and technical services 13%

Manufacturing 9%

Public administration 9%

Finance and insurance 8%

Educational services 7%

Consulting 4%

High-tech 4%

Construction, mining, oil and gas 3%

Insurance 3%

Transportation, warehousing (e.g., distribution) 3%

Note: n = 539. Total does not equal 100% due to rounding.


Demographics: Organization Industry (continued)

Industry

Services—accommodation, food and drinking places 2%

Other services (e.g., other nonprofit, church/religious) 2%

Utilities 2%

Arts, entertainment, recreation 1%

Publishing, broadcasting, other media 1%

Association—professional/trade 1%

Real estate, rental, leasing 1%

Biotech 1%

Telecommunications 1%

Pharmaceutical 1%

Other 2%



Demographics: Organization Sector

Publicly owned for-profit

Privately owned for-profit

Nonprofit organization

Government agency

24%

40%

24%

12%

Note: n = 539.


Demographics: Organization Staff Size

1 to 99 employees 100 to 499 employees 500 to 2499 employees 2500 to 24999 employees 25000 or more employees

12%

19%

32%29%

9%

15



Note: n = 541.

U.S.-based operations 75%

Multinational operations 25%

Single-unit company: A company in which the location and the company are one and the same.

32%

Multi-unit company: A company that has more than one location. 68%

Multi-unit headquarters determines HR policies and practices 51%

Each work location determines HR policies and practices 4%

A combination of both the work location and the multi-unit headquarters determine HR policies and practices

46%

Is your organization a single-unit company or a multi-unit company?

Are HR policies and practices determined by the multi-unit corporate headquarters, by each work location or both?

Does your organization have U.S.-based operations (business units) only or does it operate multinationally?

Note: n = 530.


• 19% of organizations indicated that employees at their work location were unionized.Note: n = 541.

Demographics: Other


Response rate = 18%

Sample composed of 541 randomly selected HR professionals

Sample composed of members with the job function of recruiting/staffing

Margin of error is +/- 4%

Survey fielded December 17, 2010, through February 1, 2011

2008 data taken from SHRM Staffing Research: Online Technologies and Their Impact on Recruitment Strategies (2008, July–September)

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Methodology

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SHRM Poll: Social Networking Websites and Identifying Potential Job Candidates

Social networking websites recruiting and staffing final

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