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people                                           00kelly Global workforce index                                       0   ...
business or pleasure?                                                                                                     ...
contents Section 1:                                           Section 2:                                       Section 3: ...
sec tion 1social media—business or pleasure?The explosion of social media across the globe has transformed personalcommuni...
PERSONAL USE OF SOCIAL MEDIA AT WORK (by generation)Å It’s also a generational issue. Gen Y(36%) and Gen X (30%) are signi...
PERSONAL USE OF SOCIAL MEDIA AT WORK (by region)Å Those in APAC are three timesmore likely than those in the             D...
sec tion 2confronting thedownside of social mediaDespite the fact that social media is becoming more widespreadin the work...
PRODUCTIVITY IMPACT OF SOCIAL MEDIA (by GENERATION)Å Among the different workplacegenerations, Baby Boomers are most      ...
PRODUCTIVITY IMPACT OF SOCIAL MEDIA (by region)Å More than four in 10 (43%) believethat the use of social media at work   ...
MIXING PERSONAL AND PROFESSIONAL CONNECTIONS (BY generation)Å Baby Boomers are more likely tohave this concern (50%) compa...
MIXING PERSONAL AND PROFESSIONAL CONNECTIONS (BY REGION)Å Nearly half (47%) express concernthat mixing personal and profes...
SHARING OPINIONS ABOUT WORK ON SOCIAL MEDIA (BY GENERATION)Å Younger workers, notably Gen Y (28%)and Gen X (22%), are most...
SHARING OPINIONS ABOUT WORK ON SOCIAL MEDIA (BY region)Å The blurring of this line betweenwork and personal life is highli...
BANNING SOCIAL MEDIA USAGE AT WORK (BY REGION AND GENERATION)Å With social media occupying anincreasing place in both pers...
sec tion 3Jobs, privacy and recruitmentFor an individual, the dilemma associated with using social media in a workenvironm...
CURRENT EMPLOYER RIGHTS (BY generation)Å On the question of employer access         Employer Rights to Social Media (By Ge...
CURRENT EMPLOYER RIGHTS (BY REGION)                                            Employer Rights to Social Media (by region)...
PROSPECTIVE EMPLOYER RIGHTS (BY REGION)Å But what about prospective                                           Social Media...
INCLINATION TO SEARCH FOR JOBS VIA SOCIAL MEDIA (BY GENERATION)Å More individuals are now utilizing                       ...
INCLINATION TO SEARCH FOR JOBS VIA SOCIAL MEDIA (BY REGION)Å Within the APAC region, nearly                               ...
INCLINATION TO SEARCH FOR JOBS VIA SOCIAL MEDIA (BY INDUSTRY)Å The industry sector with the greatest     Preference for Jo...
USING SOCIAL NETWORK FOR CAREER/EMPLOYMENT DECISIONS (BY REGION)                                                Social Med...
IMPORTANCE OF EMPLOYER’S PRESENCE ON SOCIAL MEDIA (BY REGION)                                             Employee Views o...
ConclusionWhen Worlds CollideOverall, workers see social media as something personal.In some cases, they feel it is an ent...
About the kelly global workforce indexThe Kelly Global Workforce Index is an annual survey revealing opinions about work a...
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The Rise of Social Media for Professional & Personal Use

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The Kelly Global Workforce Index is an annual survey revealing opinions about work and the workplace. More than 168,000 people across the Americas, EMEA and APAC regions responded to the 2012 survey. This survey was conducted online by RDA Group on behalf of Kelly Services.

This second installment of the KGWI 2012 findings highlights the use of Social Media for professional & personal use

Published in: Career, Business, Technology

Transcript of "The Rise of Social Media for Professional & Personal Use"

  1. 1. people 00kelly Global workforce index 0 ™ 168, 012 se: JUNE 2 relea s ie 30 r c o u ntwhen worlds collidethe rise of social media forprofessional & personal use
  2. 2. business or pleasure? social media at work (by region)social media in the workplace Americas Europe Asia-pacific 16% 31% 48%47 % 6% 13% 18%are concerned that mixing personal andprofessional connections could cause % who think it is acceptable to use social media for personal use at workproblems in the workplace % who have been told to stop using social media at workadverseeffects 43% 36% 30% 19%on work More than four in 10 agree GEN Y Gen Y Gen X that the use of social media are the most accepting of the Baby Boomers at work negatively impacts personal use of social media at work. productivity. Baby Boomers are the most skeptical with almost half (49%) showing concern. thumbshaving a down 56% 55% More than half don’t believepresence 29% employers have the right to For employers, there is growing view personal social media pressure to align their social pages (56%). Nor do they media activities to attract approve of prospective future talent. More than one- employers viewing their pages quarter of workers feel it’s as a hiring tool (55%). 30 important that their employer % has a social media presence. feel it’s acceptable to use social media sharing 48% for personal opinions using use at work Almost one-quarter believe it’s 24% 36 % their acceptable to share opinions networks about work via social media. This is most apparent in the Asia- When making career/employment Pacific region (36%). decisions, significantly more professional and technical workers are P/T non-P/T likely to use their network of friendsworkers workers and colleagues than non-P/T workers.Regional differences may be attributed in part to the generational composition of the survey samples, with the APAC region having a larger proportion of Gen Y respondents.
  3. 3. contents Section 1: Section 2: Section 3: 4 Introduction 7 Introduction 15 Introduction 5 Personal Use of Social Media 8 Productivity Impact of Social 16 Current Employer Rights at Work (by Generation) Media (by Generation) (by Generation) 6 Personal Use of Social Media 9 Productivity Impact of Social 17 Current Employer Rights (by Region) at Work (by Region) Media (by Region) 18 Prospective Employer 10 Mixing Personal and Professional Rights (by Region) Connections (by Generation) 19 Inclination to Search for Jobs via 11 Mixing Personal and Professional Social Media (by Generation) Connections (by Region) 20 Inclination to Search for Jobs 12 Sharing Opinions About Work on via Social Media (by Region) Social Media (by Generation) 21 Inclination to Search for Jobs via 13 Sharing Opinions About Work Social Media (by Industry) on Social Media (by Region) 22 Using Social Network for Career/ 14 Banning Social Media Usage at Employment Decisions (by Region) Work (by Region and Generation) 23 Importance of Employer’s Presence on Social Media (by Region) 24 ConclusionThe Kelly Global Workforce Index 2012The 2012 Kelly Global Workforce Index (KGWI) This second installment of the 2012 KGWI The views of respondents demonstrate the sheer of the workplace, with an emphasis on thebrings together the findings from almost 170,000 findings demonstrates the enormous challenges scale of the task faced by business executives in three main workforce generations—Gen Y (agerespondents from 30 countries. It shows the results and opportunities being thrust on the adopting optimum social media strategies, and in 19-30), Gen X (age 31-48) and Baby Boomersof diverse forces impacting the contemporary world of work as a result of the proliferation reconciling tensions over issues such as privacy, (age 49-66). The survey captures theworkplace, including generational and geographic of social media—Internet forums, blogs, monitoring, and use of social media in recruitment. views of workers across the Americas,diversity, technology, employee empowerment, Facebook, Twitter, LinkedIn and hundreds As in previous years, the 2012 KGWI has a APAC and EMEA regions.and the widespread use of social media. of niche sites that unite users. special focus on the generational perspectiveKelly Global Workforce Index™ 3
  4. 4. sec tion 1social media—business or pleasure?The explosion of social media across the globe has transformed personalcommunications and opened up a myriad of opportunities for interactionacross communities, regions and peer groups. Along with the opportunitiescome challenges, nowhere more so than in the workplace. The spontaneousand free-ranging character of social media can sit uneasily in a work setting.Understanding and managing the workplace In the process, employees and employers are A fundamental question is whether thereissues associated with social media is an coming to grips with a host of thorny issues is a place that social media can, or should,evolving discipline. However, it is clear relating to freedom of expression, privacy, occupy for individuals in the contemporarythat attitudes toward social media are far and dissemination of sensitive information, workplace. Views on this are divided.from uniform. Generational, occupational all further challenging the traditionaland regional variances shape the way divide between work and personal life.that people embrace these platforms.Kelly Global Workforce Index™ 4
  5. 5. PERSONAL USE OF SOCIAL MEDIA AT WORK (by generation)Å It’s also a generational issue. Gen Y(36%) and Gen X (30%) are significantly Do you feel it is acceptable to use social media for personal use at work? (% Yes by generation)more likely to feel it is acceptable to usesocial media for personal use at work,compared to Baby Boomers (19%).With the talent war for highly skilledworkers in full swing, it is important to Gen X:note that significantly more workers 30%with professional and technical skill sets Gen Y: 36%feel it is acceptable to use social mediafor personal use when at work (35%compared to 24% for those with non-P/Tskill sets). This insight is key for employersstruggling to keep employmentpolicies in line with the expectationsof their critical workforce segments. Baby Boomers: 19%The upshot is that attitudes towardsocial media in the workplace areclosely aligned to age and location. It’sperhaps not surprising that youngerworkers are more comfortable with socialmedia in a work environment. Morerevealing are the cultural differences.Kelly Global Workforce Index™ 5
  6. 6. PERSONAL USE OF SOCIAL MEDIA AT WORK (by region)Å Those in APAC are three timesmore likely than those in the Do you feel it is acceptable to use social media for personal use at work? (% Yes by region)Americas to approve of social mediafor personal use while at work.That should be a signal to businesseswith global operations to thinkcarefully about the implications of EMEA:uniform rules on social media. 31%More than one-quarter of respondents(30%) feel it is acceptable to use APAC: All countries:social media for personal use when at 48% 30%work. This is highest within the APACregion, where nearly half (48%) feel itis acceptable to use social media forpersonal use at work, compared with 31% Americas:in EMEA and just 16% in the Americas. 16% Regional differences may be attributed in part to the generational composition of the survey samples, with the APAC region having a larger proportion of Gen Y respondents.Kelly Global Workforce Index™ 6
  7. 7. sec tion 2confronting thedownside of social mediaDespite the fact that social media is becoming more widespreadin the workplace, it has earned something of a mixed reputation.There are serious reservations among many relating to its impacton productivity, staff morale and personal privacy.Given the extent of social media use in increasingly common practice of sharingthe workplace, a surprising number of opinions about work-related mattersrespondents acknowledge its disruptive effect. with colleagues on social media.The idea of mixing personal and professional And yet there are very few who say theyconnections on social media opens up have actually been instructed to stopan array of difficult issues, as does the using social media in their work setting.Kelly Global Workforce Index™ 7
  8. 8. PRODUCTIVITY IMPACT OF SOCIAL MEDIA (by GENERATION)Å Among the different workplacegenerations, Baby Boomers are most To what extent do you agree or disagree that the use of social media at work impacts negatively on workplaceSocial Media (By (% Agree by generation) Productivity Impact of productivity? Generation)skeptical, with almost half (49%) believingit negatively impacts productivity. But 60%even among younger workers, there isstill a significant level of concern—40%of Gen Y and 44% of Gen X.There is a very clear appreciation 50%of the potential dangers that existas a result of failing to draw adistinction between the personal andprofessional use of social media. 40% 30% 20% GEN Y GEN X BABY BOOMERSKelly Global Workforce Index™ 8
  9. 9. PRODUCTIVITY IMPACT OF SOCIAL MEDIA (by region)Å More than four in 10 (43%) believethat the use of social media at work To what extent do you agree or disagree that the use of social media at work negatively impacts workplace Media (Region) (% Agree by region) Productivity Impact of Social productivity?adversely impacts productivity. This ishighest in the Americas, where 53% 60%say it hampers work effort, comparedwith 41% in EMEA and 34% in APAC. 50% All countries 40% 30% 20% AMERICAS EMEA APAC Regional differences may be attributed in part to the generational composition of the survey samples, with the APAC region having a larger proportion of Gen Y respondents.Kelly Global Workforce Index™ 9
  10. 10. MIXING PERSONAL AND PROFESSIONAL CONNECTIONS (BY generation)Å Baby Boomers are more likely tohave this concern (50%) compared Do you worry that mixing your personal and professional connections through social media could cause problems in your workplace (% Yes by generation) Mixing Personal and Professional Connectsion (by Generation)to the younger generations (46%for both Gen Y and Gen X). 55%What emerges is that for many,social media has become somethingof a necessary evil; it is a central 50%feature of the contemporarycommunications toolkit, but manyworkers see potential hazards that couldsignificantly impact their careers. 45%It thus becomes critical for organizationsas well as individuals to reconcilethe two worlds of social media—thepublic and the private. This tension is 40%central to the way that social mediais embedded into the workplace. 35% GEN Y GEN X BABY BOOMERSKelly Global Workforce Index™ 10
  11. 11. MIXING PERSONAL AND PROFESSIONAL CONNECTIONS (BY REGION)Å Nearly half (47%) express concernthat mixing personal and professional Do you worry that mixing your personal and professional connections through social media could and Professional Connectsion (by Region) Yes by region) Mixing Personal cause problems in your workplace (%connections through social mediacould cause problems in the workplace. 60%Once again, the most wary socialmedia users are in the Americas,where 53% say it has the potentialto generate workplace problems. 50% All countries 40% 30% 20% AMERICAS EMEA APAC Regional differences may be attributed in part to the generational composition of the survey samples, with the APAC region having a larger proportion of Gen Y respondents.Kelly Global Workforce Index™ 11
  12. 12. SHARING OPINIONS ABOUT WORK ON SOCIAL MEDIA (BY GENERATION)Å Younger workers, notably Gen Y (28%)and Gen X (22%), are most likely to feel Do you believeviews acceptable Generation) Exchanging it is on work (by to share opinions about your work with friends and colleagues on social media? (% Yes by generation)such communications are acceptable 40%in contrast to Baby Boomers (16%). 30% 20% 10% 0% GEN Y GEN X BABY BOOMERSKelly Global Workforce Index™ 12
  13. 13. SHARING OPINIONS ABOUT WORK ON SOCIAL MEDIA (BY region)Å The blurring of this line betweenwork and personal life is highlighted Do you believeviews acceptable Region) opinions about your work with friends and colleagues on social media? (% Yes by region) Exchanging it is on work (by to shareby the finding that almost one-quarter 40%(24%) feel it is acceptable to shareopinions about work with friendsand colleagues on social media.It is apparent that the APAC region 30%has a consistently more tolerant andliberal approach to social media andthe manner in which it is used. More All countriesthan one-third (36%) in the APAC 20%region believe it is acceptable to shareopinions about work with friends andcolleagues on social media. This rateof approval is more than twice the level 10%in the Americas, and approximatelyone-third higher than in EMEA. 0% AMERICAS EMEA APAC Regional differences may be attributed in part to the generational composition of the survey samples, with the APAC region having a larger proportion of Gen Y respondents.Kelly Global Workforce Index™ 13
  14. 14. BANNING SOCIAL MEDIA USAGE AT WORK (BY REGION AND GENERATION)Å With social media occupying anincreasing place in both personal and Have you ever been told to stop using social media at work? (% Yes by region) Banning Social Media (by region)professional life, there is resistance 20%from some employers. A total of12% of workers have been told tostop using social media at work.Within the Americas, as few as 6% have 15%been told to stop using social mediaat work, which is significantly less thanwithin APAC (18%) and EMEA (13%). All countries 10%Significantly more workers in the youngergenerations (Gen Y 16%, Gen X 12%)have been told to stop using social mediaat work as compared to those in the 5%older generation (Baby Boomers 5%). 0% AMERICAS EMEA APAC Regional differences may be attributed in part to the generational composition of the survey samples, with the APAC region having a larger proportion of Gen Y respondents.Kelly Global Workforce Index™ 14
  15. 15. sec tion 3Jobs, privacy and recruitmentFor an individual, the dilemma associated with using social media in a workenvironment will encompass issues such as work-life balance, access to businessinformation, business security, and corporate reputation.For an employer, there may also be There are vexed issues surrounding howissues relating to the use of social media social media interacts with conventionalcontent to access information on business communication tools in the workplace,partners, competitors and employees. and this is reflected in mixed viewsThis will raise legitimate questions as about some fundamental questions.to how acceptable (or even lawful) it isto rely on such material, particularly inhiring and employment decisions.Kelly Global Workforce Index™ 15
  16. 16. CURRENT EMPLOYER RIGHTS (BY generation)Å On the question of employer access Employer Rights to Social Media (By Generation)to an employee’s social networking Do you believe that your employer has the right to view your social networking pages? (% No by generation)pages, the majority believes thiscontent should remain private.Across the generations, the most reluctantto share their content are Gen X, with GEN Y GEN X BABY BOOMERS58% opposed to employers havingaccess to their social media pages.A total of 56% of Gen Y are againstemployer access to personal socialmedia content, while 53% of BabyBoomers are also opposed. 56% 58% 53%Kelly Global Workforce Index™ 16
  17. 17. CURRENT EMPLOYER RIGHTS (BY REGION) Employer Rights to Social Media (by region)Å More than half of all respondents (56%)believe that their employer does not have Do you believe that your employer has the right to view your social networking pages? (% No by region)the right to view their social networkingpages. The APAC region, which has thehighest usage of social media, is alsothe least likely to tolerate employeraccess to private social media content, AMERICAS EMEA APAC ALL COUNTRIESwith 64% voicing their disapproval.By contrast, 51% in the Americas and56% in EMEA believe their currentemployer does not have the right toview their social networking pages. 51% 56% 64% 56% Regional differences may be attributed in part to the generational composition of the survey samples, with the APAC region having a larger proportion of Gen Y respondents.Kelly Global Workforce Index™ 17
  18. 18. PROSPECTIVE EMPLOYER RIGHTS (BY REGION)Å But what about prospective Social Media as a Hiring Tool (by region)employers? Should they have the right to Do you think a prospective employer has the right to view your social networking pages when deciding whether to employ you? (% No by region)view a person’s social networking pagesin deciding whether to employ them?Employees don’t draw any significantdistinction between current andprospective employers on the right to AMERICAS EMEA APAC ALL COUNTRIESaccess personal social media content.In both cases, slightly more than halfsay prospective employers do nothave the right to view this material.Those in APAC (60%) are moredisapproving than those in EMEA(55%) and the Americas (50%). 50% 55% 60% 55% Regional differences may be attributed in part to the generational composition of the survey samples, with the APAC region having a larger proportion of Gen Y respondents.Kelly Global Workforce Index™ 18
  19. 19. INCLINATION TO SEARCH FOR JOBS VIA SOCIAL MEDIA (BY GENERATION)Å More individuals are now utilizing Preference forbe more inclined toMedia (by generation) social media than traditional methods Would you Job Search on Social search for jobs viavarious social media platforms (e.g., newspaper advertisements, online job boards, or recruitment companies)? (% Yes by generation)as part of their job search.Overall, more than one-quarter (30%) aremore inclined to search for jobs via socialmedia rather than through traditionalmethods such as newspapers, online GEN Y GEN X BABY BOOMERSjob boards and recruitment firms.The younger generations, Gen Y (32%)and Gen X (30%), are more likelyto do so, as compared to the oldergenerations (Baby Boomers 26%). 32% 30% 26%Kelly Global Workforce Index™ 19
  20. 20. INCLINATION TO SEARCH FOR JOBS VIA SOCIAL MEDIA (BY REGION)Å Within the APAC region, nearly Preference for Job Search on Social Media (by region)half (47%) are inclined to search Would you be more inclined to search for jobs via social media than traditional methods (e.g., newspaper advertisements, online job boards, or recruitment companies)? (% Yes by region)for jobs via social media ratherthan traditional methods, which issignificantly more than within theAmericas (26%) and EMEA (24%). AMERICAS EMEA APAC ALL COUNTRIES 26% 24% 47% 30% Regional differences may be attributed in part to the generational composition of the survey samples, with the APAC region having a larger proportion of Gen Y respondents.Kelly Global Workforce Index™ 20
  21. 21. INCLINATION TO SEARCH FOR JOBS VIA SOCIAL MEDIA (BY INDUSTRY)Å The industry sector with the greatest Preference for Job Search on Social Media (by industry)use of social media for job search is Would you be more inclined to search for jobs via social media than traditional methods (e.g., newspaper advertisements, online job boards, or recruitment companies)? (% Yes by industry)information technology, where 36%rely on it to find work. Workers in 36% 33% 32% 31% 31% 31% 30% 30% 29% 29% 28% 27% 26%the utilities, oil, and gas sector alsoreport relatively high reliance on socialmedia during their job search. IT Utilities, Hospitality, Financial Automotive Business Transport, Food and Retail Government Education Chemical Life Oil, Gas Travel, Services Services Distribution Beverage Sciences LeisureKelly Global Workforce Index™ 21
  22. 22. USING SOCIAL NETWORK FOR CAREER/EMPLOYMENT DECISIONS (BY REGION) Social Media and Job Decisions (by region)Å Approximately four-in-10 (41%)use their social media network when Do you use your social media network when making career/employment decisions? (% Yes by region)making career or employment decisions.This is highest in APAC, where morethan half (58%) use their social medianetwork when making these choices,compared to only one-third (33%) in AMERICAS EMEA APAC ALL COUNTRIESthe Americas and 40% in EMEA.For employers, there is growingpressure to align their social mediacommunications activities to those whoare so pervasive in the wider community.For employers looking to attract highly 33% 40% 58% 41%skilled professional and technicalcandidates, it is worth noting thatprofessional and technical workers aresignificantly more likely to use their socialmedia networks when making career/employment decisions, compared to non-P/T workers (48% and 36%, respectively). Regional differences may be attributed in part to the generational composition of the survey samples, with the APAC region having a larger proportion of Gen Y respondents.Kelly Global Workforce Index™ 22
  23. 23. IMPORTANCE OF EMPLOYER’S PRESENCE ON SOCIAL MEDIA (BY REGION) Employee Views on Corporate Social Media ProfileÅ More than one-quarter (29%) feel it isimportant that their employer has a social How important is it to you that your employer organization has a social media presence? (% Important by region)media presence. Within APAC (39%),this view is significantly higher than inthe Americas (29%) and EMEA (23%). AMERICAS EMEA APAC ALL COUNTRIES 29% 23% 39% 29% Regional differences may be attributed in part to the generational composition of the survey samples, with the APAC region having a larger proportion of Gen Y respondents.Kelly Global Workforce Index™ 23
  24. 24. ConclusionWhen Worlds CollideOverall, workers see social media as something personal.In some cases, they feel it is an entitlement or a personal right.Many are using their networks to make career decisions, andmore and more are using it to search for jobs.Most workers agree that current and environment than EMEA and, particularly,potential employers shouldn’t have the the Americas. In APAC, social media hasright to get too close. Employees can see a high degree of acceptance, but workerspotential pitfalls ahead if their two worlds have a distinct distaste for employer access.intermingle. Indeed, in some jurisdictions Equally important, a significant shareit is not permissible to use this personal, of people acknowledge the negativeprivate content for employment purposes. productivity that flows from social media inIt is also clear that geographic location has the workplace, something that highlightsa significant bearing on the manner in which the unprecedented challenge for employerssocial media is adopted as part of workplace and employees in reconciling the publicculture. The APAC region is a vastly different and private worlds of social media.Kelly Global Workforce Index™ 24
  25. 25. About the kelly global workforce indexThe Kelly Global Workforce Index is an annual survey revealing opinions about work and theworkplace. More than 168,000 people across the Americas, EMEA and APAC regions respondedto the 2012 survey. This survey was conducted by RDA Group on behalf of Kelly Services.Survey note: Regional differences may be attributed in part to the generational composition ofthe survey samples, with the APAC region having a larger proportion of Gen Y respondents.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 as world-classstaffing on a temporary, temporary-to-hire and direct-hire basis. Serving clients around the globe,Kelly provides employment to more than 550,000 employees annually. Revenue in 2011 was$5.6 billion. Visit www.kellyservices.com and connect with us on Facebook, LinkedIn, and Twitter.Download The Talent Project, a free iPad app by Kelly Services.An Equal Opportunity Employer © 2012 Kelly Services, Inc. X1038kellyservices.com EXITKelly Global Workforce Index™ 25
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