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kelly Global workforce index




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                                   168,
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                                        se: JUNE 2
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when worlds collide
the rise of social media for
professional & personal use
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 and
professional connections could cause                                                                                                                                                                                       % who think it is acceptable to use
                                                                                                                                                                                                                           social media for personal use at work
problems in the workplace
                                                                                                                                                                                                                           % who have been told to stop
                                                                                                                                                                                                                           using social media at work



adverse
effects                                            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.

                                                                                                                                                                                             thumbs
having a                                                                                                                                                                                     down                                 56%                 55%
                                                                                                                                                                                              More than half don’t believe
presence                                           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 friends
workers       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.
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	Conclusion




The Kelly Global Workforce Index 2012
The 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 the
brings 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 (age
respondents 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 Boomers
of 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 the
workplace, 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 perspective




Kelly Global Workforce Index™                                                                                                                                                                              3
sec tion 1




social media—business or pleasure?
The explosion of social media across the globe has transformed personal
communications and opened up a myriad of opportunities for interaction
across communities, regions and peer groups. Along with the opportunities
come challenges, nowhere more so than in the workplace. The spontaneous
and 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 there
issues 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 contemporary
that 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 traditional
and regional variances shape the way         divide between work and personal life.
that people embrace these platforms.




Kelly Global Workforce Index™                                                                                                              4
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 use
social media for personal use at work,
compared to Baby Boomers (19%).

With the talent war for highly skilled
workers 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 media
for personal use when at work (35%
compared to 24% for those with non-P/T
skill sets). This insight is key for employers
struggling to keep employment
policies in line with the expectations
of their critical workforce segments.
                                                                                       Baby Boomers:
                                                                                            19%
The upshot is that attitudes toward
social media in the workplace are
closely aligned to age and location. It’s
perhaps not surprising that younger
workers are more comfortable with social
media in a work environment. More
revealing are the cultural differences.



Kelly Global Workforce Index™                                                                                                                       5
PERSONAL USE OF SOCIAL MEDIA AT WORK (by region)


Å Those in APAC are three times
more 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 media
for personal use while at work.

That should be a signal to businesses
with global operations to think
carefully 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 APAC
region, where nearly half (48%) feel it
is acceptable to use social media for
personal 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
sec tion 2




confronting the
downside of social media
Despite the fact that social media is becoming more widespread
in the workplace, it has earned something of a mixed reputation.
There are serious reservations among many relating to its impact
on productivity, staff morale and personal privacy.



Given the extent of social media use in          increasingly common practice of sharing
the workplace, a surprising number of            opinions about work-related matters
respondents acknowledge its disruptive effect.   with colleagues on social media.

The idea of mixing personal and professional     And yet there are very few who say they
connections on social media opens up             have actually been instructed to stop
an array of difficult issues, as does the        using social media in their work setting.




Kelly Global Workforce Index™                                                                7
PRODUCTIVITY IMPACT OF SOCIAL MEDIA (by GENERATION)


Å Among the different workplace
generations, 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%) believing
it negatively impacts productivity. But       60%
even among younger workers, there is
still 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 exist
as a result of failing to draw a
distinction between the personal and
professional use of social media.             40%




                                              30%




                                              20%

                                                                      GEN Y                                        GEN X             BABY BOOMERS




Kelly Global Workforce Index™                                                                                                                       8
PRODUCTIVITY IMPACT OF SOCIAL MEDIA (by region)


Å More than four in 10 (43%) believe
that 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 is
highest in the Americas, where 53%        60%
say it hampers work effort, compared
with 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
MIXING PERSONAL AND PROFESSIONAL CONNECTIONS (BY generation)


Å Baby Boomers are more likely to
have 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 something
of a necessary evil; it is a central
                                             50%
feature of the contemporary
communications toolkit, but many
workers see potential hazards that could
significantly impact their careers.
                                             45%
It thus becomes critical for organizations
as well as individuals to reconcile
the two worlds of social media—the
public and the private. This tension is
                                             40%
central to the way that social media
is embedded into the workplace.



                                             35%

                                                                     GEN Y                                       GEN X     BABY BOOMERS




Kelly Global Workforce Index™                                                                                                             10
MIXING PERSONAL AND PROFESSIONAL CONNECTIONS (BY REGION)


Å Nearly half (47%) express concern
that 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 media
could cause problems in the workplace.   60%
Once again, the most wary social
media users are in the Americas,
where 53% say it has the potential
to 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
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 BOOMERS




Kelly Global Workforce Index™                                                                                                                                                      12
SHARING OPINIONS ABOUT WORK ON SOCIAL MEDIA (BY region)


Å The blurring of this line between
work 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 share
by the finding that almost one-quarter
                                           40%
(24%) feel it is acceptable to share
opinions about work with friends
and colleagues on social media.

It is apparent that the APAC region        30%

has a consistently more tolerant and
liberal approach to social media and
the manner in which it is used. More                                                                                                                                                                                     All countries

than one-third (36%) in the APAC           20%
region believe it is acceptable to share
opinions about work with friends and
colleagues on social media. This rate
of approval is more than twice the level
                                           10%
in the Americas, and approximately
one-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
BANNING SOCIAL MEDIA USAGE AT WORK (BY REGION AND GENERATION)


Å With social media occupying an
increasing 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 of
12% of workers have been told to
stop using social media at work.

Within the Americas, as few as 6% have      15%

been told to stop using social media
at work, which is significantly less than
within APAC (18%) and EMEA (13%).                                                                                                                                                                                         All countries

                                            10%
Significantly more workers in the younger
generations (Gen Y 16%, Gen X 12%)
have been told to stop using social media
at 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
sec tion 3




Jobs, privacy and recruitment
For an individual, the dilemma associated with using social media in a work
environment will encompass issues such as work-life balance, access to business
information, business security, and corporate reputation.




For an employer, there may also be           There are vexed issues surrounding how
issues relating to the use of social media   social media interacts with conventional
content to access information on business    communication tools in the workplace,
partners, competitors and employees.         and this is reflected in mixed views
This will raise legitimate questions as      about some fundamental questions.
to how acceptable (or even lawful) it is
to rely on such material, particularly in
hiring and employment decisions.




Kelly Global Workforce Index™                                                           15
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 this
content should remain private.

Across the generations, the most reluctant
to share their content are Gen X, with                   GEN Y                                 GEN X                  BABY BOOMERS
58% opposed to employers having
access to their social media pages.

A total of 56% of Gen Y are against
employer access to personal social
media content, while 53% of Baby
Boomers are also opposed.
                                                         56%                                   58%                         53%




Kelly Global Workforce Index™                                                                                                                             16
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 networking
pages. The APAC region, which has the
highest usage of social media, is also
the least likely to tolerate employer
access to private social media content,                AMERICAS                                         EMEA                                            APAC                                   ALL COUNTRIES

with 64% voicing their disapproval.

By contrast, 51% in the Americas and
56% in EMEA believe their current
employer does not have the right to
view 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
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 pages
in deciding whether to employ them?

Employees don’t draw any significant
distinction between current and
prospective employers on the right to                 AMERICAS                                         EMEA                                            APAC                                   ALL COUNTRIES
access personal social media content.
In both cases, slightly more than half
say prospective employers do not
have the right to view this material.

Those in APAC (60%) are more
disapproving 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
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 via
various 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%) are
more inclined to search for jobs via social
media rather than through traditional
methods such as newspapers, online                       GEN Y                               GEN X                           BABY BOOMERS
job boards and recruitment firms.

The younger generations, Gen Y (32%)
and Gen X (30%), are more likely
to do so, as compared to the older
generations (Baby Boomers 26%).


                                                          32%                                 30%                                 26%




Kelly Global Workforce Index™                                                                                                                        19
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 rather
than traditional methods, which is
significantly more than within the
Americas (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
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 also
report relatively high reliance on social
media 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
                                                                            Leisure




Kelly Global Workforce Index™                                                                                                                                                                                  21
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 more
than half (58%) use their social media
network when making these choices,
compared to only one-third (33%) in                        AMERICAS                                         EMEA                                            APAC                                    ALL COUNTRIES

the Americas and 40% in EMEA.

For employers, there is growing
pressure to align their social media
communications activities to those who
are so pervasive in the wider community.

For employers looking to attract highly                       33%                                           40%                                             58%                                           41%
skilled professional and technical
candidates, it is worth noting that
professional and technical workers are
significantly more likely to use their social
media 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
IMPORTANCE OF EMPLOYER’S PRESENCE ON SOCIAL MEDIA (BY REGION)


                                             Employee Views on Corporate Social Media Profile
Å More than one-quarter (29%) feel it is
important 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 in
the 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
Conclusion




When Worlds Collide
Overall, 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, and
more 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 has
right to get too close. Employees can see        a high degree of acceptance, but workers
potential pitfalls ahead if their two worlds     have a distinct distaste for employer access.
intermingle. Indeed, in some jurisdictions
                                                 Equally important, a significant share
it is not permissible to use this personal,
                                                 of people acknowledge the negative
private content for employment purposes.
                                                 productivity that flows from social media in
It is also clear that geographic location has    the workplace, something that highlights
a significant bearing on the manner in which     the unprecedented challenge for employers
social media is adopted as part of workplace     and employees in reconciling the public
culture. The APAC region is a vastly different   and private worlds of social media.




Kelly Global Workforce Index™                                                                    24
About the kelly global workforce index
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 by RDA Group on behalf of Kelly Services.
Survey note: 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.

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-class
staffing 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. X1038



kellyservices.com


                                                                                                      EXIT
Kelly Global Workforce Index™                                                                         25

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The Rise of Social Media for Professional & Personal Use

  • 1. people 00 kelly Global workforce index 0 ™ 168, 012 se: JUNE 2 relea s ie 30 r c o u nt when worlds collide the rise of social media for professional & personal use
  • 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 and professional connections could cause % who think it is acceptable to use social media for personal use at work problems in the workplace % who have been told to stop using social media at work adverse effects 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. thumbs having a down 56% 55% More than half don’t believe presence 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 friends workers 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. 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 Conclusion The Kelly Global Workforce Index 2012 The 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 the brings 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 (age respondents 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 Boomers of 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 the workplace, 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 perspective Kelly Global Workforce Index™ 3
  • 4. sec tion 1 social media—business or pleasure? The explosion of social media across the globe has transformed personal communications and opened up a myriad of opportunities for interaction across communities, regions and peer groups. Along with the opportunities come challenges, nowhere more so than in the workplace. The spontaneous and 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 there issues 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 contemporary that 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 traditional and regional variances shape the way divide between work and personal life. that people embrace these platforms. Kelly Global Workforce Index™ 4
  • 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 use social media for personal use at work, compared to Baby Boomers (19%). With the talent war for highly skilled workers 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 media for personal use when at work (35% compared to 24% for those with non-P/T skill sets). This insight is key for employers struggling to keep employment policies in line with the expectations of their critical workforce segments. Baby Boomers: 19% The upshot is that attitudes toward social media in the workplace are closely aligned to age and location. It’s perhaps not surprising that younger workers are more comfortable with social media in a work environment. More revealing are the cultural differences. Kelly Global Workforce Index™ 5
  • 6. PERSONAL USE OF SOCIAL MEDIA AT WORK (by region) Å Those in APAC are three times more 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 media for personal use while at work. That should be a signal to businesses with global operations to think carefully 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 APAC region, where nearly half (48%) feel it is acceptable to use social media for personal 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. sec tion 2 confronting the downside of social media Despite the fact that social media is becoming more widespread in the workplace, it has earned something of a mixed reputation. There are serious reservations among many relating to its impact on productivity, staff morale and personal privacy. Given the extent of social media use in increasingly common practice of sharing the workplace, a surprising number of opinions about work-related matters respondents acknowledge its disruptive effect. with colleagues on social media. The idea of mixing personal and professional And yet there are very few who say they connections on social media opens up have actually been instructed to stop an array of difficult issues, as does the using social media in their work setting. Kelly Global Workforce Index™ 7
  • 8. PRODUCTIVITY IMPACT OF SOCIAL MEDIA (by GENERATION) Å Among the different workplace generations, 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%) believing it negatively impacts productivity. But 60% even among younger workers, there is still 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 exist as a result of failing to draw a distinction between the personal and professional use of social media. 40% 30% 20% GEN Y GEN X BABY BOOMERS Kelly Global Workforce Index™ 8
  • 9. PRODUCTIVITY IMPACT OF SOCIAL MEDIA (by region) Å More than four in 10 (43%) believe that 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 is highest in the Americas, where 53% 60% say it hampers work effort, compared with 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. MIXING PERSONAL AND PROFESSIONAL CONNECTIONS (BY generation) Å Baby Boomers are more likely to have 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 something of a necessary evil; it is a central 50% feature of the contemporary communications toolkit, but many workers see potential hazards that could significantly impact their careers. 45% It thus becomes critical for organizations as well as individuals to reconcile the two worlds of social media—the public and the private. This tension is 40% central to the way that social media is embedded into the workplace. 35% GEN Y GEN X BABY BOOMERS Kelly Global Workforce Index™ 10
  • 11. MIXING PERSONAL AND PROFESSIONAL CONNECTIONS (BY REGION) Å Nearly half (47%) express concern that 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 media could cause problems in the workplace. 60% Once again, the most wary social media users are in the Americas, where 53% say it has the potential to 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. 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 BOOMERS Kelly Global Workforce Index™ 12
  • 13. SHARING OPINIONS ABOUT WORK ON SOCIAL MEDIA (BY region) Å The blurring of this line between work 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 share by the finding that almost one-quarter 40% (24%) feel it is acceptable to share opinions about work with friends and colleagues on social media. It is apparent that the APAC region 30% has a consistently more tolerant and liberal approach to social media and the manner in which it is used. More All countries than one-third (36%) in the APAC 20% region believe it is acceptable to share opinions about work with friends and colleagues on social media. This rate of approval is more than twice the level 10% in the Americas, and approximately one-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. BANNING SOCIAL MEDIA USAGE AT WORK (BY REGION AND GENERATION) Å With social media occupying an increasing 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 of 12% of workers have been told to stop using social media at work. Within the Americas, as few as 6% have 15% been told to stop using social media at work, which is significantly less than within APAC (18%) and EMEA (13%). All countries 10% Significantly more workers in the younger generations (Gen Y 16%, Gen X 12%) have been told to stop using social media at 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. sec tion 3 Jobs, privacy and recruitment For an individual, the dilemma associated with using social media in a work environment will encompass issues such as work-life balance, access to business information, business security, and corporate reputation. For an employer, there may also be There are vexed issues surrounding how issues relating to the use of social media social media interacts with conventional content to access information on business communication tools in the workplace, partners, competitors and employees. and this is reflected in mixed views This will raise legitimate questions as about some fundamental questions. to how acceptable (or even lawful) it is to rely on such material, particularly in hiring and employment decisions. Kelly Global Workforce Index™ 15
  • 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 this content should remain private. Across the generations, the most reluctant to share their content are Gen X, with GEN Y GEN X BABY BOOMERS 58% opposed to employers having access to their social media pages. A total of 56% of Gen Y are against employer access to personal social media content, while 53% of Baby Boomers are also opposed. 56% 58% 53% Kelly Global Workforce Index™ 16
  • 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 networking pages. The APAC region, which has the highest usage of social media, is also the least likely to tolerate employer access to private social media content, AMERICAS EMEA APAC ALL COUNTRIES with 64% voicing their disapproval. By contrast, 51% in the Americas and 56% in EMEA believe their current employer does not have the right to view 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. 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 pages in deciding whether to employ them? Employees don’t draw any significant distinction between current and prospective employers on the right to AMERICAS EMEA APAC ALL COUNTRIES access personal social media content. In both cases, slightly more than half say prospective employers do not have the right to view this material. Those in APAC (60%) are more disapproving 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. 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 via various 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%) are more inclined to search for jobs via social media rather than through traditional methods such as newspapers, online GEN Y GEN X BABY BOOMERS job boards and recruitment firms. The younger generations, Gen Y (32%) and Gen X (30%), are more likely to do so, as compared to the older generations (Baby Boomers 26%). 32% 30% 26% Kelly Global Workforce Index™ 19
  • 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 rather than traditional methods, which is significantly more than within the Americas (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. 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 also report relatively high reliance on social media 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 Leisure Kelly Global Workforce Index™ 21
  • 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 more than half (58%) use their social media network when making these choices, compared to only one-third (33%) in AMERICAS EMEA APAC ALL COUNTRIES the Americas and 40% in EMEA. For employers, there is growing pressure to align their social media communications activities to those who are so pervasive in the wider community. For employers looking to attract highly 33% 40% 58% 41% skilled professional and technical candidates, it is worth noting that professional and technical workers are significantly more likely to use their social media 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. IMPORTANCE OF EMPLOYER’S PRESENCE ON SOCIAL MEDIA (BY REGION) Employee Views on Corporate Social Media Profile Å More than one-quarter (29%) feel it is important 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 in the 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. Conclusion When Worlds Collide Overall, 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, and more 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 has right to get too close. Employees can see a high degree of acceptance, but workers potential pitfalls ahead if their two worlds have a distinct distaste for employer access. intermingle. Indeed, in some jurisdictions Equally important, a significant share it is not permissible to use this personal, of people acknowledge the negative private content for employment purposes. productivity that flows from social media in It is also clear that geographic location has the workplace, something that highlights a significant bearing on the manner in which the unprecedented challenge for employers social media is adopted as part of workplace and employees in reconciling the public culture. The APAC region is a vastly different and private worlds of social media. Kelly Global Workforce Index™ 24
  • 25. About the kelly global workforce index 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 by RDA Group on behalf of Kelly Services. Survey note: 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. 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-class staffing 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. X1038 kellyservices.com EXIT Kelly Global Workforce Index™ 25