Social Media & Networking - The Evolving Workforce

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Social Media & Networking - The Evolving Workforce

  1. release: MA Y 2011 Survey pop ulation: 47,0 00 locations: E urope&Afric aSocial media and the changingworld of workA EuropEAn pErspEctivE
  2. : The Evolving Workforcecontents 3 social media/networking 4 introduction 5 the digital world of work 7 the rise of social networking 9 Public versus Private: the Pitfalls of social media11 work or leisure: the real value of social media2
  3. release: MA Y 2011 Survey pop ulation: 47, : The Evolving Workforce 000 locations: E urope&Afric at h E E v o lv i n g w o r k f o r c E : s o c i A l m E d i A / n E t w o r k i n gfEAr it cEnsor it26 %are worried that material from 34% edit content on their social network sites totheir social networking Page could avoid career Problemsadversely imPact their career.gen y is the age grouP most concernedabout Potential career fallout. using it25 %sEArch for work 30% 35% of those who use social media, linkedin® and facebook® are the most Preferred—only 3% use twitter®using blogs orsociAl nEtwork sitEs only in thE AmEricAshow job sEEkErs word-of-mouth is still theArE finding thAtj b number one way to find a job, followed by online recruitment 25% online job boards AdvAncing cArEErs 20% word-of-mouth viA sociAl mEdiA 20% direct aPProaches from emPloyers 17% recruitment comPanies 23% generation y 7% Print advertisements 21% generation X 1% social media sites 11% other 21% baby boomers3
  4. : The Evolving Workforceintroductionthe emergence of social media and social networking – sites such as facebook, linkedin, twitter and blogs – have changed the nature of socialinteraction. they have also had a major impact on the world of work and recruitment. we have never seen as much information about employers,enterprises and individuals circulating in a virtual neighbourhood. this explosion of content is also creating its own digital trail that can be accessedfor years into the future. The way that individuals and firms deploy this information has important implications for all players. The Kelly Globalworkforce index (kgwi) examined the views of more than 47,000 people from 17 countries across europe and africa to see how social media isimpacting the world of work.survey respondents ranged in age from 18 to 65 and • impact of social network content on careers:comprised the three generational groups: generation more than a quarter (26%) of respondents believey (age 18 – 29), generation X (age 30 – 47), and the that content from their personal pages on socialbaby boomer generation (age 48 – 65). respondents networking sites could negatively impact theirwere either employed within a variety of industries, careers.ranging from information technology to finance, or • controlling social networking content:were unemployed and searching for future work approximately one-in-three respondents (34%)opportunities. Key findings of the survey were as modify content on their social networking sites tofollows: avoid potential career problems.• Methods of finding work: one quarter of • use of social media for career development: more respondents gained their last job by using online than one-in-five (22%) respondents say it’s essential job boards, the single, largest source of jobs, to be involved in social media to advance their followed by “word-of-mouth” referrals and direct careers. approaches from employers (both 20%), recruitment firms (17%), “other” methods (11%), print • use of social media in the workplace: 27% of advertisements (7%), and social media sites (1%). respon-dents say their employer regulates the use of social media in the workplace.• social networking for recruitment: a quarter of partici-pants use social networking sites to search • time spent on social media: contrary to popular for jobs. belief, many people don’t use social networking sites for extended periods of time. more than two• most popular social networking sites for job thirds (70%) of respondents use social networking searches: facebook and linkedin are the most sites for less than an hour a day, and only 13% popular social networking tools used to search for spend more than an hour per day online. jobs.4
  5. : The Evolving Workforce 01the advent of social networking has fundamentally changed the way people search for work and exchangeinformation about career opportunities. the technology is re-shaping the job search landscape and is throwing upsome intriguing challenges for employees and employers alike.thE digitAl world of work how did you secure your most recent job? gEnErAtion ythere is a quiet revolution taking place in the way that (by generation) gEnErAtion Xpeople look for work. not so long ago, it was common recruitment comPany bAby boomErs 17%for job hunters to go door-to-door. that was replaced 17% All gEnErAtions 16%by the telephone. now, the bulk of activity is occurring 17%in the digital world, with people going online to both direct aPProach by emPloyerfind work and advance their careers. 18% 21%online job boards have become the dominant way that 23% 20%people find work in virtually all parts of the world, out-stripping other avenues such as direct hiring, referrals Print advertisementand traditional print advertising. 4% 8% 10% 7% word-of-mouth 21% 20% 17% 20% social media site 1% 1% 1% 1% online job board 29% 23% 19% 25% other 10% 11% 13%5 11%
  6. : The Evolving Workforce one quarter of respondents in the emea region gained the contact center/customer service sector, together with the their last job by using online job boards, the single larg- it industry are at the fore when it comes to the use of online est source of jobs, followed by “word-of-mouth” refer- platforms for work. but employees across all sectors have rals and direct approaches from employers (both 20%), largely embraced digital recruitment, and it’s easy to see why. recruitment firms (17%), “other” methods (11%), print online job boards enable people to search in their own time, advertisements (7%), and social media sites (1%). to learn more about particular job choices, and to sort and across each of the working-age generations - gen y filter according to personal preferences and career options. (aged 18-29), gen X (aged 30-47) and baby boomers there is an element of convenience, accessibility and person- (aged 48-65) – online job boards constituted the major alisation afforded by online recruitment. means of securing work. yet gen y is more active in the there is also a sense in which “searching” on an online job use of online job boards than their older counterparts. board is not necessarily seen as searching at all, because it is passive and non-committal. individuals can browse and how did you secure your most recent job? research job alternatives to an extent not possible with print (% through online job board) advertisements, without having to signal any intention with acontAct cEntEr/customEr sErvicE 38% recruiter or a prospective employer. 77% it 30% an employee who is considering a new position or a job businEss sErvicEs 27% switch now has the advantage of tapping into a vast amount finAnciAl sErvicEs 27% of information about a particular position, well before they sciEncE/phArmAcEuticAl 85% 26% need to make their first contact. They can even discuss the EnginEEring 25% merits of an employer with others in online forums, and learn rEtAil 25% beforehand what others have to say about the position and trAnsport/distribution 23% the organisation. trAvEl/lEisurE 23% The survey findings show how rapidly the world of work has govErnmEnt 22% shifted, from one which was largely based around advertising EducAtion 22% in newspapers, to one now dominated by the digital space. hospitAlity 22% it is a development that has shifted some of the bargaining mAnufActuring 19% power in the recruitment equation. employees now have oil/gAs 19% much greater capacity to know more about particular jobs utilitiEs 18% and employers; to understand exactly the skills needed; to learn what exist- ing employees think; to determine how they would fit; and to assess their bargaining strength. the virtual world of recruitment has not only changed the way that organisations locate talent but has put a good deal more negotiating power into the hands of those looking for work. 6
  7. : The Evolving Workforce 02thE risE of sociAl nEtworkingSocial networking is occupying a growing place in the recruitment field. Sites such as Facebook, LinkedIn, Twitterand blogs are all becoming more important as people discuss jobs, and exchange opinions about work and careerchoices.even though only a small number of people actually se- in emea, the most popular social networking sites tocured their most recent job through a social networking find work are Facebook and LinkedIn, preferred bysite, there is a large proportion of the population that is 35 percent and 30 percent respectively. a further 23scouring these sites looking for future work opportuni- percent use “other” sites, 9 percent use blogs, and 2ties. one quarter of respondents say that they search percent use twitter. facebook is the overwhelming pref-for work using blogs or social network sites such as erence of gen y participants. gen X and baby boomersfacebook, linkedin and twitter. are much more evenly divided between facebook andthese sites allow candidates to focus exactly on the job linkedin, and also use a variety of specialist blogs.they want, even the company they want to work with. which social networking sites do you useIt’s not just the younger generations who are active on to search for jobs?these sites. older workers are using social media andblogs to identify job openings. facebook gEnErAtion y 43% 32% 43% gEnErAtion Xdo you search for jobs on social networking? 29% 35% bAby boomErs(%yes) twitter All gEnErAtions 3% 22% 2% 2% 26% 2% 29% linkedin 25% 25% 34% 27% 30% blogs 9% 9% 13% 9% other 21% 24% 29%7 23%
  8. : The Evolving Workforcein essence, the digital revolution has given rise to avery active and robust set of conversations about work,occurring in a network of digital communities, basedaround particular businesses, industry sectors, and inter-est groups. these are not just about jobs in a narrowsense, but touch on satisfaction with work, work-lifebalance, and the strategies that organisations are usingto attract and retain the best talent. for the most, part,they are also discreet and “under the radar”.just as the sounds of marine life are inaudible to thehuman ear, these discussions often don’t penetrate thewider world, but they have meaning and resonance tothose listening because they occur within a trusted in-ner circle.both positive and negative views about individual em-ployers and jobs reverberate around this chamber, andhave a high degree of credibility. it is rare for someoneconsidering a work opportunity not to seek input orshare comments with others in their online network.from an employer perspective, it makes sense to beattuned to what is being said in these communitiesbecause it can have a critical impact on how they areperceived in the market, and how attractive they are aspreferred places to work.8
  9. : The Evolving Workforce 03public vErsus privAtE: thE pitfAlls of sociAl mEdiAAs people flock to social media sites to engage with friends and colleagues, there is an undercurrent of concernabout how this newest form of interaction can adversely impact individuals and careers.do you worry that material from your social the sensitivity around social networking isnetworking Page could adversely imPact your understandable. there have been a host of mediacareer? (%yes) stories of how embarrassing photos or comments on sites such as Facebook have hurt people’s careers. 27% there is no question that negative content can cause 26% embarrassment in a work setting. material that may 23% appear harmless fun can send an altogether different message to work colleagues and associates. it may also 26% remain online for many years after being posted, andmany say they are worried about the negative may be all but impossible to erase.consequences of personal content causing embarras- approximately one-third of respondents admit tosment and career fallout. there are just as many who deliberately editing or censoring content on their socialare deliberately censoring or editing their personal sites networking sites in order to avoid career problems.to avoid this content having career impacts. all generations are active in taking steps to controlmore than a quarter of respondents (26 percent) are the content of their social networking pages, butworried that material from their social networking page generation y is the most likely to be taking deliberatecould adversely impact their career. all generations steps to remove or edit potentially damaging content.share concerns about the potential career fallout fromsocial networking content.9
  10. : The Evolving Workforcedo you deiberately censor content on your it is not just an issue for employees and candidates.social networking site in order to avoid employers also need to think carefully about the use ofcareer Problems? (% yes) personal content of social media sites. relying too heavily on information on facebook 36% or linkedin can be a trap. if it contains glowing 33% recommendations from friends or relatives, it’s hardly 30% likely to be totally objective. there may also be content that is incorrect, exaggerated or out of date. 34% for all sides, the emergence of social media has opened up a new world of opportunity, but the groundthe real impact of this material on jobs and career rules are still a “work-in-progress” when it comes toprospects is still a grey area. indeed, the use that can making critical employment judgements.be made of such material is problematic. in certaincountries and jurisdictions, it is not permitted to deny aperson a job or discriminate against them on the basisof personal content on their social networking site.even so, it would be a rare individual who wasprepared to share their private, unguarded momentswith their professional colleagues. for that reason,it’s recommended that employees remain on guard,to keep their social and business networks separate,and to use privacy and security settings to protectthemselves.What’s clear is that many younger workers and eventhose not yet in the workforce are probably unaware ofthe problems that some content may cause many yearsinto the future. no-one can be certain whether or not afuture employer will delve into an individual’s personalsite to make work-related evaluations.10
  11. : The Evolving Workforce 04work or lEisurE: thE rEAl vAluE of sociAl mEdiAIn an age where many people have an online “profile”, it comes as no surprise that these identities are being put touse in the world of work. the internet, and social media in particular, have provided the opportunity for individuals tostand out in a crowded marketplace, with their own personal profiles or “branding”. It is becoming accepted wisdomthat an active online persona is critical to career advancement.More than one-in-five respondents believe it is essential do you feel it is essential to be active on socialto be active on social media in order to advance their media in order to advance your career? (% yes)careers. generation y are the most likely to be active sciEncE/phArmAcEuticAl 19%online for career development. 77% oil/gAs it 19% EnginEEring businEss sErvicEs 19%do you feel it is essential to be active on social trAnsport/distribution 20%media in order to advance your career? mAnufActuring 85% 20%(% yes) hospitAlity 20% 23% finAnciAl sErvicEs 20% contAct cEntEr/customEr sErvicE 20% 21% utilitiEs 21% 21% cEntrAl/locAl govErnmEnt 21% 22% rEtAil 23% EducAtion 23% it 24%It’s also clear that certain industries such as Travel/ businEss sErvicEs 24%leisure, business services and information technol- trAvEl/lEisurE 25%ogy stand out in the way that they use social media toengage in online discussions. It’s no surprise that social media has become an es- sential part of the kit-bag of the well-rounded contem- porary executive. it makes the task of engaging with professional colleagues more convenient, and perhaps avoids the need for tiresome, evening social engage- ments. much better to demonstrate your networking prowess from the comfort of your home, at a time of your choosing.11
  12. : The Evolving Workforceso should this same level of engagement be permitted some employers may see it as a legitimate form ofwhile at work? employee engagement (particularly if they have a largemany employers have introduced restrictions of social gen y workforce), while others will view it as a waste ofmedia in the workplace. some 27 percent of respon- time.dents say that their employers have a social media or It’s probably worth recalling that restrictions on use ofsocial networking policy that regulates use at work. the Internet at work were once commonplace, but it’s hard to imagine many businesses doing so today. socialdoes your emPloyer have a social media Policy media may evolve the same way.that regulates use at work? (% yes) and despite the immense popularity of social network- ing, the vast majority of respondents (70 percent) spend 27% an hour or less each day on social media sites, while 17 28% percent spend no time at all. only 13 percent spend an 23% hour or more each day. 27% how much time do you sPend on social media sites each day?the question of whether social media is a valid work- less than 30 minutesplace tool will surely depend on the nature of the work 41%and the purposes for which it is being used. many busi- 48% 47%nesses now have active social networking sites where 45%they communicate with customers and stakeholders. 30 minutes - 1 hourbut in certain industries, social networking by employ- 30% 22%ees will be hard to justify. this will throw up some hard 19%questions for employers and employees alike: what 25%is the difference between “tweeting” and a personal 1-2 hoursphone call? is it permissible to chat with family or 12%friends for legitimate reasons? what is a reasonable 7% 7%time to spend on personal social media while at work? 9% more than 2 hours 6% 3% 3% 4% never 11% 20% 24% 17%12
  13. : The Evolving Workforcegeneration y spend the largest amount of time en-gaged in social networking. some 18 percent of gener-ation y spend an hour or more each day, compared with10 percent of generation X and baby boomers.there is no question that gen y is comfortable withsocial media. arguably, gen X is at least as comfortable,but perhaps more cautious, knowing the risks containedin an unguarded comment or photo.Perhaps the evolution of social media will breed a newwave of online veteran, adept at quarantining workfrom leisure, and avoiding the traps that can imperiltheir professional reputation.there will also be obligations that fall on the operatorsof social media platforms. what rights will an employeewho is sacked because of social media indiscretionshave against the site’s operator?these issues will spawn new rules, protocols and eti-quette. already the emergence of social media has in-delibly changed the world of work, and there’s no doubtthat it’s just the beginning.13
  14. about the kelly global workforce indeX™the kelly global workforce index is an annual survey revealing opinions about workand the workplace from a generational viewpoint. approximately 97,000 people fromthe americas, aPac and emea responded to the 2011 survey with results publishedon a quarterly basis. kelly services was the recipient of a marcom Platinum awardin 2010 and a gold award in 2009 for the kelly global workforce index in theresearch/study category.about kelly services®kelly services, inc. (nasdaQ: kelya, kelyb) is a leader in providing workforce solutions.kelly® offers a comprehensive array of outsourcing and consulting services as well asworld-class staffing on a temporary, temporary-to-hire and direct-hire basis. Servingclients around the globe, kelly provides employment to more than 530,000 employeesannually. revenue in 2010 was $5 billion. visit www.kellyservices.com and connect withus on facebook®, linkedin®, and twitter®.a kelly services rePortall trademarks are property of their respective owners. an equal opportunity employer © 2011 kelly services, inc.kellyservices.com

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