Online Reputation in a Connected World

Data Privacy Day: Perceptions study Consumers & HR/Recruiters Prepared for: Trustworthy Computing Group, Microsoft Prepared by: Cross-Tab Marketing Services January 2010

Table of Contents Executive Summary 3 Key Findings 4 Appendix – Detailed Findings : Consumer Segment 19 – Detailed Findings : HR/Recruiter Segment 60 Microsoft Confidential 2

Executive Summary As we look at the findings of the study, three main points emerge: The impact of online reputation on professional life – Nationality plays key role in determining whether online content will harm reputations – Companies have formal policies for checking online reputational data, but male recruiters are more likely to check - except in France – Recruiters typically conduct deeper searches than most consumers are aware of, and feel justified in doing so – Not all online content is true – but candidates may be rejected nonetheless – Recruiters say they tell candidates if online content factored into their rejection, but consumers do not seem to be hearing it – Good online reputations matter to recruiters The impact of online reputation on personal life – Online reputations matter when trying to meet people socially, but the extent to which it matters is closely tied to age – Survey respondents are concerned about having their online reputations abused to steal their identities, target them for scams, or become a victim of defamation, harassment or bullying – The impact to online reputations by content created via mobile devices is an area of concern for consumers What people do to manage their online reputation – Consumers take steps to keep a divide between personal and professional identities. – Most respondents use measures to protect and manage their online reputation. – Consumers apply both proactive and reactive methods of reputation management. – Respondents are divided about their ability to manage their online reputation and on ownership of issues. Microsoft Confidential 3

Key Findings Microsoft Confidential 4

The impact of online reputation on professional life As job seekers worldwide struggle to find employment, understanding how information posted online can affect their chances for employment are critical. Only a little over one third of the consumers surveyed are concerned that their online reputation might impact their chances of getting a job or admission into a college in the future whereas most of the HR/Recruiters surveyed admit that they review online reputational information while evaluating a candidate Interestingly, consumer respondents in the US and the UK expressed the least concern, however this is where HR and Recruitment professionals are most likely to review online information about candidates. Consumers HR/Recruiters Very concerned Somewhat concerned All the time Most of the time Sometimes Not very concerned Not at all concerned Rarely Never Don’t know Don’t know 10% 11% 9% 10% 9% 9% 18% 20% 25% 25% 22% 26% 27% 14% 38% 44% 22% 27% 22% 28% 28% 37% 28% 34% 26% 35% 27% 18% 22% 39% 23% 30% 37% 9% 24% 10% 19% 9% 29% 5% 16% 10% 14% 7% 6% 10% 6% 5% 6% 6% 2% 1% 2% 2% 2% WW US UK Germany France WW US UK Germany France Q18. How concerned are you that your online reputation may Impact Q6. Do you review online reputational information about candidates when your ability to get a job/be admitted into college in the future? evaluating them for a potential job / college admission? Microsoft Confidential 5

The impact of online reputation on professional life…contd HR/Recruiters surveyed also reveal that in the These HR/Recruiters from the two countries US and also in the UK, to a large extent, this above also mention that they have rejected a practice is part of their organization’s formal candidate based on such reputational hiring process. information. – While a majority of those surveyed in the US (75%) as well as nearly half of those surveyed in the UK (48%) state this as part of their organization’s formal hiring process, very few state this as the case in Germany & France. However, in both US and Germany, HR/Recruiters surveyed admit that they review online reputational information irrespective of the above fact. 70% % of recruiters who have rejected candidates based on 79% Part of Corp Policy information found online 75% VS. Recuiters reviewing reputational info % of consumers who think online information affected their job 59% search 48% 47% 41% Recruiters Consumers 21% 21% 23% 16% 13% 14% 9% 10% 7% US UK Germany France US UK German French Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 6

The impact of online reputation on professional life…contd Recruiters typically conduct deeper searches than most consumers are aware of, and feel justified in doing so The chart below highlights the distinction between the proportion of recruiters using certain sites to review online information about candidates and the proportion of consumers (worldwide) who feel it is appropriate for them to do so. – The key distinction here is that almost twice as many recruiters review social networking sites than consumers feel it is appropriate to do so. Virtual world sites 16% 18% Online gaming sites 14% 18% Classifieds/Auction sites 14% 20% Social networking sites 62% 35% Professional/Business networking sites 52% Recruiters 53% 44% Consumer Personal websites 39% Photo/Video sharing sites 35% 30% Blogs 31% 30% Online forums/communities 25% 29% News sharing sites 25% 30% % of recruiters (WW) who are reviewing specific sites online VS. % of consumers (WW) who feel it is appropriate for recruiters to review such sites Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 7

The impact of online reputation on professional life…contd Good online reputations matter to recruiters Most of the HR/Recruiters surveyed in all the four countries (UK: 65%, Germany: 71%, France: 48%), more so in the US (86%), admit that a positive online reputation has a definite impact on a candidate’s application. 5% 15% 22% 19% 48% 43% To a great extent 46% 56% 46% To some extent A little 31% 38% Not at all 21% 24% Don’t know 20% 16% 10% 8% 7% 6% 3% 1% 4% 4% 3% 2% WW US UK Germany France Q18. To what extent do you feel that a positive online reputation impacts a candidate’s application? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 8

The impact of online reputation on personal life Most of those surveyed do not believe that there has been any positive or negative impact on their chances of getting a job or getting admission in a college, because of their online reputation. Online reputations matter when trying to meet people socially, but the extent to which it matters is closely tied to age – There is a predictable decline in the importance of this information by age. Presumably, this is due to three age related factors: older users are likely to have placed less information about themselves online, are less likely to post content about themselves that could be seen as detrimental, and are less likely to be actively trying to expand their social networks. 16% 17% 22% 24% 29% 38% Don’t know/Not applicable 47% 52% No 56% 61% Yes 46% 36% 26% 20% 11% 18-24 25-30 31-40 41-50 50+ Q19. Meet people - Do you believe that your online reputation has ever helped you: Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 9

The impact of online reputation on personal life…contd Survey respondents are concerned about having their online reputations abused to steal their identities, target them for scams, or become a victim of defamation, harassment or bullying – Most of those surveyed (79%) believe that they have at least some control over their online reputation. This feeling of control is probably a manifestation of the fact that most of those consumers surveyed (53%) keep their personal and professional online profiles separate, mainly by restricting access or using multiple user profiles. – These actions are probably the reason behind the concern about their online reputation being used for identity theft (56%) or scams (55%). 56% 59% To steal your identity 60% 54% 50% 55% 54% To scam you 55% 61% 51% WW 37% 31% US To harass you 30% 55% 32% UK 35% 31% Germany To defame you 30% 46% 34% France 30% 27% Cyber-bullying 27% 43% 22% Q10. How concerned are you about the possibility that your online reputation may be used for the following purposes: Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 10

The impact of online reputation on personal life…contd The impact to online reputations by content created via mobile devices is an area of some concern for consumers – However, US consumers are the least concerned about their online reputation being damaged by content captured by someone else's mobile device. German consumers seem to be a little more concerned than the consumers from other markets about this 6% 10% 12% 10% 14% 25% 25% 18% 24% 32% Very concerned 27% 27% Somewhat 30% 42% concerned 26% Not very concerned Not at all 31% 28% concerned 25% 20% 22% Don’t know 9% 11% 11% 8% 5% WW US UK Germany France Q12. How concerned are you that your online reputation may be harmed by content captured via someone else’s cell phone or mobile device? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 11

Online Reputation Management (ORM) More than half of the US consumers responding are concerned about their online reputation. However French consumers do not seem to be as concerned as their US counterparts. This can be attributed to less dependence on online reputational information by HR professionals and proactive management by French respondents. Use of online reputational information by HR professionals in various countries 9% WW US UK Germany France I am very concerned 17% 18% 15% about my online 24% reputation 52% 79% 47% 57% 23% 24% I am somewhat concerned about my 28% 31% 32% online reputation 27% Extent of concern Steps taken for ORM 84% I am not very 77% concerned about my 35% 67% online reputation 26% 62% 18% 20% 28% I am not at all 51% concerned about my 49% 47% online reputation Don’t know 22% 24% 24% 12% 29% 33% 12% 7% 7% 7% 3% WW US UK Germany France US UK Germany France Q1.Which of the following statements best describes how you think about your online reputation: Microsoft Confidential 12

Online reputation management French respondents are the most likely to report always taking steps to keep their personal and professional online profiles separate 48% 47% 53% 53% 61% Yes, always 25% Yes, in some 26% 25% instances 26% No 25% 26% 28% 22% 21% 14% WW US UK Germany France (n=1222) (n=289) (n=291) (n=311) (n=331) Q7. Do you take steps to keep your personal and professional online profiles separate? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 13

Separation of personal and professional online profiles: Steps taken Restricting access and not sharing the sites they use in public, appear to be the most common steps taken by consumers to keep their personal and professional profiles separate. Interestingly, men are more likely to create multiple user profiles than women, at 50% vs. 38%. 50% Restrict who has 57% 53% Restrict who has 44% access to my sites 44% access to my sites 55% 46% 44% Use multiple user 38% 35% Use multiple user 50% profiles 56% profiles 38% 45% 38% Don’t publicly share 43% 36% WW Don’t publicly share 31% which sites I use 37% (n=953) 35% which sites I use 43% US 34% Male Keep all or some of 31% (n=228) Keep all or some of my user profiles 35% 37% 34% UK my user profiles anonymous 35% 31% (n=216) anonymous 2% 4% German Female Others 2% y 2% 1% (n=224) Others 1% 2% Q8. Which of the following steps do you take to keep your personal and professional online reputations separate? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 14

Online reputation management – Common steps consumers take to protect themselves Doing a self search and using privacy settings to restrict access to profiles are common steps taken by respondents in the last 6 months to manage their online reputation. Other than a self-search, respondents in the 40+ age group are not likely to have taken any other steps to manage their online reputation in the past six months. French and German consumers also seem to employ more discretion about posting specific content online. Contd.. 48% Used the alert feature provided 11% 42% by some websites that 13% Searched my own name using a 36% automatically notifies me of any 8% search engine 59% 16% new mention of my name or 56% 8% other personal information 37% 11% 35% 19% Decided not to post specific 26% Checked my credit report 10% text, photos or video online 41% 5% 43% Used privacy settings on social 34% Contacted a web site owner or 4% 37% 5% networking sites that determine administrator and asked them to 31% 4% who can access and respond to 30% remove unflattering or untrue 4% my content 37% content 4% Checked to see what other 20% 2% people say about me on 19% 3% Employed an online reputation websites/gaming 17% 2% 21% management company 4% communities/blogs/online 22% auction & classifieds sites etc. WW (n=1345) US (n=335) UK (n=333) Germany (n=334) France (n=343) Q9. In the last six months, which of the following steps (if any) have you taken to manage your online reputation? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 15

Online reputation management - Extent of control on online reputation While the clear majority of consumers responding in each country feel they have at least some control over their online reputation, US respondents are the most likely to feel they have a lot of control. 14% 28% 27% 31% 40% 62% A lot of control 50% Some control 51% 50% No control 43% Don’t know 12% 12% 9% 19% 6% 9% 10% 11% 11% 5% WW US UK Germany France Q2. How much control do you think you have over your online reputation? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 16

Online reputation management - Responsibility for protecting online information The most common viewpoint among consumer respondents from each of the European countries is that the responsibility for protecting their online reputation lies between the individual and the website. US respondents are most likely to believe the responsibility lies entirely with the individual. Responsibility 36% 31% resides entirely with 39% 42% the individual 48% Responsibility is shared between the individual and the webs Responsibility 46% 55% resides with the 47% 44% website owners 42% Don’t know 4% 4% 5% 2% 7% 14% 9% 8% 9% 6% WW US UK Germany France (n=1345) (n=335) (n=333) (n=334) (n=343) Q22. Where do you believe responsibility resides in protecting an individual’s online reputation? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 17

Appendix Microsoft Confidential 18

Detailed Findings: Consumer Segment Internet Usage Online Reputation & its impact on Personal Life Online Reputation & its impact on Education/Employment Online Reputation Management Demographics Microsoft Confidential 19

Internet Usage Microsoft Confidential 20

Internet usage Worldwide, the majority of the users surveyed (68%) are avid internet users (more than 10 hrs per week for personal use) 27% 32% 33% 32% 36% 4 to 10 hours More than 10 hours 73% 68% 67% 68% 64% WW US UK Germany France (n=1345) (n=335) (n=333) (n=334) (n=343) S3. About how many hours per week do you spend using the Internet for personal use [outside of work use]? Source: Online Reputation study (for Data Privacy Day) Microsoft Confidential 21

Types of web sites accessed…personal use For personal use, classifieds/auction sites and social networking sites seem to be the most visited across segments amongst those surveyed Contd.. 67% 32% 55% 27% Classifieds/auction sites 64% Personal websites 27% 73% 43% 75% 30% 66% 31% 64% 28% Social networking sites 63% Blogs 24% 62% 37% 75% 34% 45% 26% 44% 24% Photo/Video sharing sites 47% News sharing sites 21% 40% 44% 49% 17% 43% 17% 42% 15% Online gaming sites 32% Virtual world sites 15% 47% 23% 52% 16% 41% 15% 29% Professional/Business networking 14% Online forums/Communities 35% 13% 54% sites 18% 45% 16% WW (n=1345) US (n=335) UK (n=333) Germany (n=334) France (n=343) Q3A. Which, if any, of the following types of websites do you access for your own personal and/or professional use? - Personal Source: Online Reputation study (for Data Privacy Day) Microsoft Confidential 22

Types of web sites accessed…professional use The clear majority of respondents in each country stated that they aren’t using any of these site for professional purposes. 18% of respondents worldwide use professional networking sites. Contd.. 18% 6% Professional/Business 15% 5% 11% Personal websites 5% networking sites 20% 7% 24% 8% 8% 3% 10% 4% Classifieds/auction sites 5% Photo/Video sharing sites 2% 9% 3% 8% 3% 8% 2% 8% 3% Online forums/Communities 6% Virtual world sites 2% 10% 3% 7% 1% 7% 2% 7% 2% News sharing sites 3% Online gaming sites 2% 11% 3% 8% 3% 7% 65% 7% 69% Social networking sites 5% None of these 77% 6% 61% 8% 54% 6% 6% Blogs 6% 9% 4% WW (n=1345) US (n=335) UK (n=333) Germany (n=334) France (n=343) Q3B. Which, if any, of the following types of websites do you access for your own personal and/or professional use? - Professional Source: Online Reputation study (for Data Privacy Day) Microsoft Confidential 23

Frequency of usage…personal Social networking sites followed by personal websites seem to be the most frequently visited sites with more than half of US consumers surveyed accessing such sites at least once a day or more Contd.. 58% 37% Social networking 62% 44% 61% Blogs 25% sites 51% 40% 58% 36% 48% 35% 46% Professional / 43% News sharing 48% Business 24% sites 54% 38% 38% networking sites 33% 43% 30% 51% 37% Personal websites 38% Virtual world sites 29% 40% 33% 47% 23% 42% 27% Online forums / 42% Classifieds / 26% 41% 27% Communities 45% auction sites 31% 41% 23% 39% 25% Online gaming 48% Photo/Video 32% 35% 22% sites 33% sharing sites 26% 41% 20% WW US UK Germany France Q4. How frequently do you use following websites – Personal Base: Once a day + More than once a day Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 24

Frequency of usage…professional Among those who use professional/business networking sites for professional purposes, around half do so at least once a day. Contd.. 63% 42% Social networking 72% 30% 61% Virtual world sites 29% sites 62% 55% 58% 60% 56% 41% 100% 43% Online gaming sites 33% Blogs 53% 40% 47% 60% 13% 49% 41% Professional/Business 44% Classifieds/auction 40% 56% 28% networking sites 42% sites 43% 56% 48% 46% 34% 36% Professional / 32% News sharing sites 67% Business 32% 62% 40% 29% networking sites 32% 45% 26% Online 42% Photo/Video 33% 26% 25% forums/Communities 57% sharing sites 20% 46% 22% WW US UK Germany France Q4. How frequently do you use following websites - Professional Base: Once a day + More than once a day Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 25

Edit or post content While 55% of those surveyed worldwide post or edit content into websites, across markets, it’s mostly those below 40 years of age that do so 51% 55% 58% 57% 55% Yes No 49% 45% 42% 43% 45% WW US UK Germany France (n=1222) (n=289) (n=291) (n=311) (n=331) Q5. Do you edit or post content (such as text, photo’s, video’s etc). to websites? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 26

Considering own reputation Most people consider their own online reputation while posting content, although women are more inclined to do so all the time than men (42% vs. 30%) 33% 32% 37% 35% 47% All the time Most of the time 24% Sometimes 34% 29% 36% 20% Rarely Never 24% 21% Don’t know 18% 20% 21% 8% 7% 8% 8% 4% 5% 4% 7% 2% 4% 5% 6% 3% 2% WW US UK Germany France (n=676) (n=168) (n=165) (n=160) (n=183) Q6. When you edit or post content such as text, video or photos to websites, do you consider: Your own online reputation Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 27

Considering others reputation Although people consider other people's online reputation too while posting content, here again, women are more inclined to do so all the time than men (32% vs. 19%) 22% 23% 26% 27% 32% 22% All the time 27% 33% 20% Most of the time 34% Sometimes 24% Rarely 24% 26% 23% Never 22% Don’t know 15% 11% 12% 10% 12% 9% 8% 6% 6% 4% 5% 6% 6% 7% WW US UK Germany France (n=676) (n=168) (n=165) (n=160) (n=183) Q6. When you edit or post content such as text, video or photos to websites, do you consider: Other people’s online reputation Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 28

Posting content via mobile applications A vast majority of US, UK and German consumers responding do not use any mobile device to edit or post content online. However, more than half the French respondents reported using a mobile device to post content online 28% 35% 32% 38% 54% Yes No 72% 65% 68% 62% 46% WW US UK Germany France (n=676) (n=168) (n=165) (n=160) (n=183) Q11. Do you use a cell phone or mobile device to edit or post content such as text, video, photo’s etc. to websites? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 29

Posting content by children German parents responding are the least likely to report that their children post content about themselves online. This is a more common practice among children of respondents from each of the other countries. 39% 48% 52% 64% 66% Yes No Don’t know 49% 39% 39% 34% 30% 12% 13% 9% 2% 4% WW US UK Germany France (n=335) (n=61) (n=70) (n=94) (n=110) Q13. Do your children post content (such as text, video or pictures) about themselves online (e.g. to social networking sites, video/photo sharing sites, blogs etc.)? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 30

Online Reputation and its impact on Personal Life Microsoft Confidential 31

Threats to online reputation Most consumers surveyed seem to be more concerned about their online reputation being used for identity theft and online scams than anything else. 56% 59% To steal your identity 60% 54% 50% 55% 54% To scam you 55% 61% 51% WW (n=1345) 37% 31% US (n=335) To harass you 30% 55% 32% UK (n=333) 35% 31% Germany (n=334) To defame you 30% 46% 34% France (n=343) 30% 27% Cyber-bullying 27% 43% 22% Q10. How concerned are you about the possibility that your online reputation may be used for the following purposes: Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 32

Threat from mobile devices US consumers are not concerned about their online reputation being damaged by content captured by someone else's mobile device. German consumers seem to be a little more concerned than the consumers from other markets about this. 6% 10% 12% 10% 14% 25% 25% 18% 24% 32% Very concerned 27% 27% Somewhat 30% 42% concerned 26% Not very concerned Not at all 31% 28% concerned 25% 20% 22% Don’t know 9% 11% 11% 8% 5% WW US UK Germany France (n=1345) (n=335) (n=333) (n=334) (n=343) Q12. How concerned are you that your online reputation may be harmed by content captured via someone else’s cell phone or mobile device? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 33

Threat to children’s future * Not asked in Germany Around half of those responding who reported that their children post content about themselves online, went on to state that they believe their child’s online reputation may impact their future employment or school/college chances. 45% 51% 50% 59% Yes No 47% 41% 41% 31% 9% 10% 9% 8% WW US UK France (n=138) (n=39) (n=46) (n=53) Q14. Do you believe that your children's online reputation may impact their future chances of being accepted into a school or college? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 34

Threat to children’s future…contd Most of the parents say that their children post content about themselves online and they also believe that their children's online reputation would affect their future chances of being accepted into a school or college as well as being hired for a job. While this is the case across markets, the French consumers, especially women, are not so convinced that there will be any effect on school/college admissions. 46% 52% 54% 51% 59% Yes No 39% Don’t know 34% 34% 33% 30% 14% 13% 15% 15% 11% WW US UK Germany France (n=175) (n=39) (n=46) (n=37) (n=53) Q14. Do you believe that your children's online reputation may impact their future chances of being hired for a job? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 35

Online Reputation and its impact on Education/Employment Opportunities Microsoft Confidential 36

Impact on job application Most consumers surveyed believe that online reputational information is at least occasionally used for making hiring decisions. This is especially true in Germany, where 89% believe this to be the case. 20% 29% 30% 31% 37% 33% Frequently 43% 41% 46% Occasionally 19% Never 52% Don’t know 13% 13% 28% 16% 14% 16% 5% 6% 7% WW US UK Germany France (n=1345) (n=335) (n=333) (n=334) (n=343) Q15. To what extent do you think online reputational information is used to make decisions on hiring a candidate for a job? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 37

Impact on college admissions * Not asked in Germany Almost a quarter of US consumers surveyed believe that online reputational information is frequently used to make decisions on college admissions. This proportion is notably lower in both the UK and France. 9% 15% 13% 23% 29% 39% 35% 38% Frequently 26% Occasionally 27% Never 36% 18% Don’t know 32% 23% 21% 15% WW US UK France (n=1011) (n=335) (n=333) (n=343) Q15. To what extent do you think online reputational information is used to make decisions on admitting a student into a college? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 38

Appropriateness of websites while evaluating candidates Most US consumers believe that it is appropriate to review only professional/business networking sites, personal websites and online forums/communities while evaluating a candidate and either believe it is inappropriate, or are divided in their opinion, about reviewing any other sites. UK consumers think it is appropriate to review professional networking sites while German consumers believe that apart from professional sites, personal websites can also be reviewed. However, the majority of French respondents do not think it's appropriate to review any site while evaluating candidates 53% 29% Professional/Business 64% 42% 48% Online forums/Communities 23% networking sites 58% 29% 42% 23% 39% 27% 46% Sites that contain financial 35% Personal websites 32% 21% 46% information about candidates 24% 32% 0% 35% 20% 43% 28% Social networking sites 28% Classifieds/auction sites 17% 40% 23% 30% 18% 42% 25% News sharing sites 26% Virtual world sites 17% 31% 21% 21% 10% 30% 18% Photo/Video sharing 40% 23% 24% Online gaming sites 17% sites 36% 21% 20% 10% 30% 39% Blogs 24% 31% 25% WW US UK Germany France Q16. How appropriate do you think it is for employers and college admissions officers to review the following types of online sites when evaluating candidates Source: Online Reputation study (for Data Privacy Day) Microsoft Confidential 39

Concern about impact of online reputation Most respondents in the US and UK are not concerned about their online reputation affecting either their personal or professional life. There is slightly more concern among French and German respondents about an equal effect on personal and professional life. 16% 15% 16% 17% 17% More concerned that it might affect my 14% personal life 19% 17% 18% 25% More concerned that it 23% might affect my 20% professional life 26% 34% 26% Equally concerned that it might affect both my 37% 35% personal and 30% professional life 21% 27% Not concerned that it will affect either my 11% 12% 11% personal or 9% 3% professional life WW US UK Germany France (n=1345) (n=335) (n=333) (n=334) (n=343) Q17. Are you more concerned that your online reputation might affect your personal life or your professional life? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 40

Concern about Impact of online reputation: Education/Employment Close to four in 10 respondents in the US and UK are not at all concerned that their online reputation may impact their ability to get a job or be admitted into college in the future. French respondents are also not concerned by this, however almost half the German respondents are at least somewhat concerned. 10% 11% 9% 10% 9% 18% 20% 26% 27% 38% Very concerned 22% 28% Somewhat 28% concerned 34% Not very concerned 26% Not at all concerned 39% 37% Don’t know 30% 19% 24% 7% 10% 6% 6% 5% WW US UK Germany France (n=1345) (n=335) (n=333) (n=334) (n=343) Q18. How concerned are you that your online reputation may impact your ability to get a job/be admitted into college in the future? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 41

Positive impact of online reputation – Helped get a job Most US consumers responding do not believe that their online reputation has ever helped them get a job or be admitted into a college. However, they do believe, mostly men, that it has helped them in meeting people. Consumers responding in each of the European countries generally do not believe their online reputation has helped them in any of these three activities (getting job, admittance into college or meeting people). 11% 10% 9% 13% 14% 54% 62% 65% Yes 67% 77% No Don’t know / Not applicable 33% 29% 24% 19% 15% WW US UK Germany France (n=1345) (n=335) (n=333) (n=334) (n=343) Q19. Get a job - Do you believe that your online reputation has ever helped you: Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 42

Positive impact of online reputation – Helped get into College * Not asked in Germany 7% 7% 18% 38% 57% 61% 55% Yes No 48% Don’t know / Not applicable 36% 32% 27% 14% WW US UK France (n=1011) (n=335) (n=333) (n=343) Q19. Get into college - Do you believe that your online reputation has ever helped you: Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 43

Positive impact of online reputation – Helped meet people 5% 29% 34% 39% 40% Yes 77% No 50% 42% 36% 43% Don’t know/Not applicable 24% 24% 21% 18% 17% WW US UK Germany France (n=1345) (n=335) (n=333) (n=334) (n=343) Q19. Meet people - Do you believe that your online reputation has ever helped you: Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 44

Negative impact of online reputation – Getting a job Generally, most consumers surveyed don’t believe that their online reputation has ever harmed their attempts at any of the three activities either (getting a job, college admission, meeting people). 10% 7% 9% 10% 13% Yes 66% 64% 68% 65% 78% No Don’t know/Not applicable 27% 27% 22% 22% 12% WW US UK Germany France (n=1345) (n=335) (n=333) (n=334) (n=343) Q20. Get a job - Do you believe that your online reputation has ever harmed your attempt to: Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 45

Negative impact of online reputation – Getting into College * Not asked in Germany 8% 4% 7% 12% 67% 62% 69% Yes 77% No 28% 32% 23% 11% WW US UK France (n=1011) (n=335) (n=333) (n=343) Q20. Get into college - Do you believe that your online reputation has ever harmed your attempt to: Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 46

Negative impact of online reputation – Helped meet people 9% 9% 8% 7% 14% Yes 68% 68% 71% 67% 79% No 24% 24% 20% 19% 14% WW US UK Germany France (n=1345) (n=335) (n=333) (n=334) (n=343) Q20. Meet people/make friends - Do you believe that your online reputation has ever harmed your attempt to: Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 47

Regret about online posting 20% 17% 18% 20% 22% Yes No 70% 72% 70% 71% 66% Don’t know/Not applicable 11% 11% 12% 11% 9% WW US UK Germany France (n=1345) (n=335) (n=333) (n=334) (n=343) Q21. Is there any information that you have posted online that you wish you had not posted? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 48

Online Reputation Management Microsoft Confidential 49

Online Reputation Around half the US and UK respondents are concerned about their online reputation. French and German respondents do not seem to be as worried as their US counterparts. 9% 17% 18% 15% I am very concerned 24% about my online 24% reputation 28% 32% I am somewhat 31% concerned about my 27% online reputation 35% I am not very concerned about my 26% 20% 18% 28% online reputation I am not at all concerned about my 22% 24% 24% 12% 29% online reputation Don’t know 12% 7% 7% 7% 3% WW US UK Germany France (n=1345) (n=335) (n=333) (n=334) (n=343) Q1. Which of the following statements best describes how you think about your online reputation: (People’s perception of you based on all the content posted by you or about you online) Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 50

Control over online reputation While the clear majority of consumers responding in each country feel they have at least some control over their online reputation, US respondents are the most likely to feel they have a lot of control. 14% 28% 27% 31% 40% 62% A lot of control 50% Some control 51% 50% No control 43% Don’t know 12% 12% 9% 19% 6% 9% 10% 11% 11% 5% WW US UK Germany France (n=1345) (n=335) (n=333) (n=334) (n=343) Q2. How much control do you think you have over your online reputation? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 51

Separation of personal and professional online profiles French respondents are the most likely to report always taking steps to keep their personal and professional online profiles separate 48% 47% 53% 53% 61% Yes, always 25% Yes, in some 26% 25% instances 26% No 25% 26% 28% 22% 21% 14% WW US UK Germany France (n=1222) (n=289) (n=291) (n=311) (n=331) Q7. Do you take steps to keep your personal and professional online profiles separate? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 52

Separation of personal and professional online profiles: Steps taken Restricting access and not sharing the sites they use in public, appear to be the most common steps taken to keep personal and professional profiles separate. Interestingly, men are more likely to create multiple user profiles than women, at 50% vs. 38%. 50% 57% Restrict who has access to my sites 53% 44% 46% WW (n=953) 44% 38% US (n=228) Use multiple user profiles 35% 56% 45% UK (n=216) 38% 43% Don’t publicly share which sites I use 36% Germany 37% (n=224) 35% France (n=285) 34% Keep all or some of my user profiles 31% 35% anonymous 34% 35% 2% 4% Others 2% 1% 1% Q8. Which of the following steps do you take to keep your personal and professional online reputations separate? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 53

Steps taken to manage online reputation Doing a self search and using privacy settings to restrict access to profiles are common steps taken by respondents in the last 6 months to manage their online reputation. Other than a self-search, respondents in the 40+ age group are not likely to have taken any other steps to manage their online reputation in the past 6 months. French and German consumers also seem to employ more discretion about posting specific content online. Contd.. 48% Used the alert feature provided 11% 42% by some websites that 13% Searched my own name using a 36% automatically notifies me of any 8% search engine 59% 16% new mention of my name or 56% 8% other personal information 37% 11% 35% 19% Decided not to post specific 26% Checked my credit report 10% text, photos or video online 41% 5% 43% Used privacy settings on social 34% Contacted a web site owner or 4% 37% 5% networking sites that determine administrator and asked them to 31% 4% who can access and respond to 30% remove unflattering or untrue 4% my content 37% content 4% Checked to see what other 20% 2% people say about me on 19% 3% Employed an online reputation websites/gaming 17% 2% 21% management company 4% communities/blogs/online 22% auction & classifieds sites etc. WW (n=1345) US (n=335) UK (n=333) Germany (n=334) France (n=343) Q9. In the last six months, which of the following steps (if any) have you taken to manage your online reputation? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 54

Responsibility for protecting online information The most common viewpoint among respondents from each of the European countries is that the responsibility for protecting their online reputation lies between the individual and the website. US respondents are most likely to believe the responsibility lies entirely with the individual. Responsibility 36% 31% resides entirely with 39% 42% the individual 48% Responsibility is shared between the individual and the webs Responsibility 46% 55% resides with the 47% 44% website owners 42% Don’t know 4% 4% 5% 2% 7% 14% 9% 8% 9% 6% WW US UK Germany France (n=1345) (n=335) (n=333) (n=334) (n=343) Q22. Where do you believe responsibility resides in protecting an individual’s online reputation? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 55

Demographics Microsoft Confidential 56

Profile of target audience Gender Age France 54% 46% France 13% 13% 26% 33% 15% (n=1345) (n=1345) Germany 49% 51% Germany 12% 18% 20% 30% 19% (n=335) (n=335) UK 56% 44% UK 19% 14% 17% 29% 21% (n=333) (n=333) US 57% 43% US 24% 8% 18% 29% 21% (n=334) (n=334) WW 54% 46% WW 17% 13% 21% 30% 19% (n=343) (n=343) 50+ 41-50 Female Male 31-40 25-30 S1. Please indicate your gender. S2. In which age category do you fall? Source: Online Reputation study (for Data Privacy Day) Microsoft Confidential 57

Internet access by children Children between the ages Internet access by children of 10-21 France 67% 33% France 2% 98% (n=1345) (n=356) Germany 69% 31% Germany 8% 92% (n=335) (n=67) UK 77% 23% UK 4% 3% 93% (n=333) (n=75) US 80% 20% US 9% 91% (n=334) (n=102) WW 74% 26% WW 1%5% 94% (n=343) (n=112) No Yes Don’t know No Yes S5. Do your children access the internet using a computer/laptop/cell phone/mobile device/gaming device? S4. Do you have any children between the ages of 10-21? Source: Online Reputation study (for Data Privacy Day) Microsoft Confidential 58

Employment status & Educational background 1%5% France 5% 1%10% 80% France 13% 25% 28% 23% 11% (n=1345) (n=1345) Germany 8% 3% 9% 5% 10% 65% Germany 2% 34% 31% 23% 9% (n=335) (n=335) UK 7%1% 21% 9% 13% 49% UK 26% 17% 29% 20% 9% (n=333) (n=333) US 8% 27% 13% 16% 36% US 6% 30% 39% 24% 2% (n=334) (n=334) 1% WW 7% 15% 7% 12% 57% WW 12% 26% 32% 23% 8% (n=343) (n=343) Full-time college student Full-time high school student Graduate degree College graduate Not employed Retired Some college or technical training High school graduate Employed part-time Employed full-time Some high school or less D1. What is your primary employment status? D2. What is the highest level of formal education you yourself have completed? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 59

Detailed Findings: HR/Recruiter Segment Internet usage Impact on employment opportunities Online reputation management Demographics Microsoft Confidential 60

Internet Usage Microsoft Confidential 61

Internet Usage The majority of US and UK Human Resource respondents spend more than 10 hours per week on the internet for non-work purposes. 5% 4% 10% 14% 21% 36% 31% 35% 45% Less than 3 3-10 41% 73% More than 10 64% 52% Don’t use the 46% Internet 23% WW US UK Germany France (n=1106) (n=275) (n=276) (n=279) (n=276) Q1. About how many hours per week do you spend using the Internet for non-work purposes? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 62

Types of web sites accessed For personal use, social networking sites seem to be accessed the most by US HR/Recruiters. This is the case in UK and France too, whereas in Germany, Classifieds/auction sites are accessed the most. Contd.. 64% 40% 77% 48% Social networking sites 68% Online forums/Communities 49% 44% 39% 66% 25% 61% 39% 50% 69% Classifieds/auction sites 64% Photo/Video sharing sites 43% 68% 15% 60% 31% 59% 36% Professional/Business 65% 64% 54% Blogs 39% networking sites 64% 19% 53% 23% 41% 26% 59% 52% News sharing sites 43% Online gaming sites 36% 53% 7% 8% 12% 40% 17% 51% 39% Personal websites 46% Virtual world sites 25% 38% 4% 26% 3% WW (n=1106) US (n=275) UK (n=276) Germany (n=279) France (n=276) Q3. Which, if any, of the following types of websites do you access for your own personal use? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 63

Frequency of usage Social networking sites followed by personal websites seem to be the most frequently visited sites by HR / Recruitment professionals in the US, accessing such sites at least once a day or more for personal use. France sees more instances of HR respondents visiting personal websites than any other site whereas their counterparts in Germany seem to clearly prefer news sharing sites like Twitter. Contd.. 70% 51% 68% 61% News sharing sites 59% Online forums/Communities 50% 85% 53% 39% 33% 60% 50% 70% Professional/Business 65% Personal websites 64% 54% 48% networking sites 51% 49% 27% 59% 49% 74% 56% Social networking sites 70% Online gaming sites 50% 44% 35% 42% 30% 53% 44% 53% 60% Virtual world sites 59% Photo/Video sharing sites 53% 50% 21% 14% 9% 53% 28% 59% 44% Blogs 60% Classifieds/auction sites 32% 47% 29% 27% 11% WW US UK Germany France Q4. How frequently do you use following websites Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 64

Impact on Employment Opportunities Microsoft Confidential 65

Use of Online Reputational Information 79% of US HR/Recruitment professionals responding use online reputational information to evaluate candidates most or all of the time. This practice is less common among both UK and German respondents and rarely or never done by 47% of French respondents. 9% 25% 25% 22% 14% 44% All the time Most of the 22% 28% time 27% 37% Sometimes Rarely 27% 18% 22% 35% Never 23% Don’t know 10% 9% 9% 29% 10% 14% 5% 16% 6% 6% 2% 1% 2% 2% 2% WW US UK Germany France (n=1106) (n=275) (n=276) (n=279) (n=276) Q6. Do you review online reputational information about candidates when evaluating them for a potential job / college admission? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 66

Use of Online Reputational Information…Contd The review of online reputational information is mostly conducted by the HR/Recruitment professionals themselves, although 20% of respondents in the UK report using an external service provider to conduct this review. By yourself or someone else in HR 68% 78% 74% 79% By an external 90% service provider Both of the above Other 9% 20% 4% 10% 17% 4% 17% 12% 12% 5% 1% WW US UK Germany France (n=817) (n=244) (n=203) (n=230) (n=140) Q7. Typically, is this review conducted by Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 67

Online Reputation & Company Policies In the US, review of online reputational information seems to be a part of the organizations formal hiring process in most cases. This is completely opposite of what is followed in France and Germany. 21% 21% 41% 48% 75% Yes 52% 57% No Don’t know 43% 43% Decline to answer 10% 17% 19% 9% 6% 12% 7% 4% 9% 2% 4% WW US UK Germany France (n=1106) (n=275) (n=276) (n=279) (n=276) Q8. Is reviewing online reputational information about applicants part of your company’s/college’s formal hiring/admissions process? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 68

Sources for Online Reputational Information Most HR/Recruiters responding use search engines and social networking sites to look for reputational information about candidates. Close to a third in the US report using websites that aggregate personal information. Contd.. 79% 25% 78% 41% Search engines 67% News sharing sites 26% 92% 17% 78% 8% 23% 62% 63% Websites that aggregate personal 32% Social networking sites 58% 24% 67% information 14% 59% 52% 20% Professional/Business networking 57% Professional background checking 27% 43% 27% sites 55% services 11% 49% 14% 44% 16% 48% 32% Personal websites 43% Virtual world sites 17% 50% 5% 29% 5% 35% 14% 59% 25% Photo/Video sharing sites 30% Classifieds/auction sites 14% 26% 8% 14% 7% 31% 14% 46% 27% Blogs 35% Online gaming sites 16% 16% 4% 24% 2% 25% 1% 34% Online forums/Communities 28% Other 2% 20% 2% 16% WW (n=817) US (n=244) UK (n=203) Germany (n=230) France (n=140) Q9. Which of the following, if any, do you review when looking for online reputational information of applicants? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 69

Use of Online Reputational Information…Industry Status 77% of US HR/Recruitment professionals responding believe that online reputational information is used by others in their industry when evaluating applicants. Interestingly, 77% of French respondents believe that those in their industry use this information at least sometimes. This compares to just 51% who reported doing so themselves. 6% 1% 16% 19% 24% 38% 47% 35% 29% All the time Most of the time 52% Sometimes 39% Rarely 35% 34% 34% Never Don’t know/Can’t say 14% 12% 7% 8% 4% 6% 2% 2% 3% 1% 1% 9% 6% 4% 7% 5% WW US UK Germany France (n=1106) (n=275) (n=276) (n=279) (n=276) Q10. To what extent do you believe online reputational information is used by others in your profession when evaluating applicants for a potential job/ college admission? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 70

Use of Online Reputational Information…Future Role The trend of using online reputational information in evaluating candidates is believed to continue in the near future in the US. In Europe, where the practice is less followed now, the use of online reputational information to evaluate candidates is expected to increase in the near future. 13% 30% 27% 37% 43% All the time 52% Most of the time 41% 44% Sometimes 42% Rarely 40% Never 25% Don’t know/Can’t say 25% 18% 13% 10% 3% 3%1% 3% 4% 1% 3% 1% 4% 4% 5% 6% 3% WW US UK Germany France (n=1106) (n=275) (n=276) (n=279) (n=276) Q11. In your opinion, to what extent do you believe online reputational information will be used by others in your profession five years from now when evaluating applicants for a potential job/ college admission? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 71

Personal Information - Appropriateness of Usage A vast majority of HR/Recruitment professionals believe it is appropriate to consider personal online reputational information while evaluating candidates. France is the major exception, where it is seen as inappropriate by 45% of the HR/Recruitment respondents. 5% 15% 22% 21% Very appropriate 22% 48% Somewhat appropriate 39% 26% 43% 54% Neither appropriate nor inappropriate 36% 26% Somewhat 16% inappropriate 17% 15% 13% Very 8% 11% 10% 19% inappropriate 8% 4% 7% 5% 4% 3% 2% 1% 1% 2% WW US UK Germany France (n=1106) (n=275) (n=276) (n=279) (n=276) Q12. How appropriate do you think it is for employers/college admissions officers to consider personal online reputational information when evaluating candidates? (Such as photos, personal profiles, videos etc.) Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 72

Financial Information - Appropriateness of Usage Apart from personal online information, US respondents also believe it is appropriate to consider online financial reputational information to evaluate candidates in the US. The UK follows the US on this, although to a much lesser extent. However, respondents from both France and Germany consider this practice to be inappropriate. 6% 2% 9% 18% 19% 29% 18% 45% Very appropriate 27% Somewhat 36% appropriate 17% 32% Neither appropriate 16% nor inappropriate 32% Somewhat 18% 25% inappropriate 19% Very inappropriate 12% 36% 9% Don’t know 19% 5% 21% 13% 7% 1% 1% 1% 1% 2% WW US UK Germany France (n=1106) (n=275) (n=276) (n=279) (n=276) Q13. How appropriate do you think it is for employers/ college admissions officers to consider financial online reputational information when evaluating candidates? (Such as credit reports, buyer/seller ratings on auction /classified sites etc.) Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 73

Professional Information - Appropriateness of Usage Considering professional online information for evaluating candidates is considered appropriate in each country, with 47% in the US stating that this is very appropriate. 19% 29% 33% Very appropriate 38% 47% Somewhat appropriate 48% Neither appropriate 47% nor inappropriate 45% Somewhat 42% inappropriate 43% Very inappropriate 16% 12% 17% 10% Don’t know 9% 5% 6% 6% 5% 1% 3% 3% 2% 3% 2% 1% 2% 2% 1% 4% WW US UK Germany France (n=1106) (n=275) (n=276) (n=279) (n=276) Q14. How appropriate do you think it is for employers/ college admissions officers to consider professional online reputational information when evaluating candidates? (Such as LinkedIn etc.) Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 74

Authenticity of data While most US HR/Recruiters responding use online reputational information to evaluate candidates, they are also concerned about the possibility that a candidate’s reputation may not be authentic. Both UK and German HR/Recruiters are to some extent concerned about the authenticity. However, the French do not consider this to be a major area of concern. 12% 26% 23% 27% 47% 35% Very concerned Somewhat concerned 47% 56% 54% Not very concerned 37% Not at all concerned 43% Don’t know 19% 14% 18% 10% 7% 4% 3% 7% 3% 3% 3% 2% 1% WW US UK Germany France (n=1106) (n=275) (n=276) (n=279) (n=276) Q15. How concerned are you about the possibility that a candidate’s online reputation may not be authentic? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 75

Verification of data Due to the concern about the authenticity of reputational information, most HR/Recruitment professionals take steps to verify such information about a candidate, although less than half from any country do so all the time. 11% 19% 24% 23% 41% 28% 31% All the time 39% Most of the time 45% Sometimes 37% Rarely 48% 26% Never 23% Don’t know/Can’t say 24% 17% 13% 8% 8% 3% 7% 3% 2% 5% 2% 1%2% 2% 3% 4% WW US UK Germany France (n=817) (n=244) (n=203) (n=230) (n=140) Q16. Do you take any steps to verify the online reputational information you discover about a candidate? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 76

Online Reputational Information & Job Role Considering online reputational information seems to be more prevalent for candidates of middle management and senior management positions, across markets. 58% 57% Middle management executives 51% 70% 52% 52% WW (n=1106) 54% Senior management 49% 57% US (n=275) 50% 39% Non managerial employees with more than 3 yrs 47% UK (n=276) 42% experience 40% 25% Germany 29% (n=279) 38% Non managerial employees with 0-3 yrs experience 29% France (n=276) 31% 18% 13% 4% None 13% 9% 25% Q17. For what level of employee do you consider online reputational information important in the evaluation process of a candidate? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 77

Impact of online reputation Most HR/Recruiters in the US believe that a positive online reputation has a big impact on a candidates application. However, it is not seen to have the same level of impact in Europe. 5% 15% 22% 19% 48% 43% To a great extent 46% 56% 46% To some extent A little 31% 38% Not at all 21% 24% Don’t know 20% 16% 10% 7% 8% 6% 3% 1% 4% 4% 3% 2% WW US UK Germany France (n=1106) (n=275) (n=276) (n=279) (n=276) Q18. To what extent do you feel that a positive online reputation impacts a candidate’s application? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 78

Rejection based on online reputation 70% of US HR/Recruiters have rejected a candidate based on their online reputation. Respondents in the UK, and specifically Germany and France, were much less likely to indicate this has occurred. 16% 14% 38% 41% 70% 63% 70% Yes No 49% Decline to answer 48% 25% 22% 16% 13% 11% 4% WW US UK Germany France (n=817) (n=244) (n=203) (n=230) (n=140) Q19. Have you ever rejected a candidate based on his or her online reputational information? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 79

Candidate made aware that rejection was based on online reputation In most cases in the US, UK and France, candidates were informed that one of the reasons for the rejection of their application was due to their online reputational information. Interestingly, 58% of German respondents did not let the candidate know this was one of the reasons they were rejected. 36% 63% 66% 74% 86% Yes No Decline to answer 58% 26% 34% 25% 13% 11% 6% 2% 1% WW US UK Germany France (n=310) (n=172) (n=83) (n=36) (n=19*) Q20. Did you notify the candidate that this was (one of) the reason(s) he or she was rejected? *Small Sample Size Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 80

Online Reputation and its role in candidate rejection Mostly, the reasons for rejecting a candidate are due to concerns about the candidates lifestyle, inappropriate comments/text written by the candidate themselves or unsuitable photos/videos/information. Contd.. 59% 35% 56% Inappropriate comments/ text 40% Inappropriate comments/ text 57% written by colleagues/work 37% written by the candidate 78% acquaintances 17% 58% 21% 52% 35% Unsuitable photos / videos / 55% Groups/Networks the candidate was 35% 51% 33% information 44% a member of 36% 42% 37% 51% 34% Concerns about the candidate’s 58% Discovered that information the 30% 45% 36% lifestyle 42% candidate shared was false 42% 32% 47% 38% 31% Comments criticizing previous 40% Poor communication skills displayed 27% 40% 41% employers/co-workers/clients 28% online 17% 37% 42% 35% 15% Inappropriate comments/text 43% Concern about the candidate’s 16% 35% 18% written by friends/relatives 14% financial background 11% 0% WW (n=310) US (n=172) UK (n=83) Germany (n=36) France (n=19*) *Small Sample Size Q21. Which of the following types of online reputational information impacted your decision to reject the candidate? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 81

Online Reputation Management Microsoft Confidential 82

Online Reputation Most US HR/Recruiters are very concerned about their own online reputation. While this is the case in the UK too, their counterparts in Germany and particularly France, do not seem to be as concerned. I am very concerned 7% about my online reputation 33% 17% 40% 43% I am somewhat concerned about my online reputation 75% 39% I am not very concerned about my 26% 41% online reputation 33% I am not at all concerned about my 19% online reputation 33% 14% 14% 20% Don’t know 13% 4% 5% 8% 5% 2% 2% 1% 2% 4% WW US UK Germany France (n=1106) (n=275) (n=276) (n=279) (n=276) Q2. Which of the following statements best describes how you think about your online reputation: (People’s perception of you based on the content posted by you or about you online). Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 83

Responsibility for protecting online information While HR/ Recruitment professionals in the US believe that the responsibility for protecting someone's online reputation lies entirely with the individual concerned, in Europe it is more widely believed that websites should also help individuals manage their online reputation. Responsibility resides entirely with the individual 29% 34% 37% 40% 62% Responsibility resides with the individual, but websites should make it easy for users to manage their reputations 56% Responsibility resides with the 50% 54% websites and there should be 48% laws requiring them to do so 31% Don’t know 11% 13% 7% 9% 5% 3% 3% 3% 5% 2% WW US UK Germany France (n=1106) (n=275) (n=276) (n=279) (n=276) Q22. Where do you believe responsibility resides in protecting an individual’s online reputation? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 84

Steps taken to protect online reputation Doing a self search and checking what other people have to say about them on various sites are the most common steps taken by US HR/Recruiters in the last six months to manage their online reputation. Across Europe too, searching for your own name using a search engine seems to be the most popular method to manage online reputation. Contd.. 25% 68% 35% Searched my own name using a search 72% Checked my credit report 29% 65% 12% engine 74% 63% 17% Used privacy settings on social 49% Contacted a web site owner or 42% 60% administrator and asked them to 18% networking sites that determine who 53% 2% can access and respond to my content 48% remove unflattering or untrue content 4% 37% 13% 49% 8% Decided not to post specific 45% Have not taken any steps 9% 49% 13% text, photos or video online 57% 21% 44% 12% Checked to see what other people say 39% 28% about me on websites/gaming 63% Employed an online reputation 15% 40% management company 3% communities/blogs/online auction & 32% classifieds sites etc. 21% 1% Used the alert feature provided by 30% some websites that automatically 58% 28% notifies me of any new mention of my 22% name or other personal information 12% WW (n=1106) US (n=275) UK (n=276) Germany (n=279) France (n=276) Q5. In the last six months, which of the following steps (if any) have you taken to protect your online reputation? Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 85

Demographics Microsoft Confidential 86

Profile of HR/Recruitment respondents Gender Age Occupation WW 28% 72% WW 20% 25% 36% 19% WW 40% 49% 11% (n=1106) (n=1106) (n=1106) US 25% 75% US 13% 15% 47% 26% US 31% 65% 5% (n=275) (n=275) (n=275) UK 39% 61% UK 18% 22% 31% 29% UK 21% 67% 12% (n=276) (n=276) (n=276) Germany 9% 91% Germany 26% 38% 30% 6% Germany 78% 5% 17% (n=279) (n=279) (n=279) France 38% 62% France 22% 27% 35% 16% France 30% 60% 10% (n=276) (n=276) (n=276) Female 50+ 41-50 Hiring Manager Human Resource Professional Male 31-40 25-30 Recruitment Professional S1. Please indicate your gender. S2. In which age category do you fall?. S3. Please indicate your occupation Source: Online Reputation study (for Data Privacy Day) *Un-weighted data Microsoft Confidential 87

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Online Reputation in a Connected World

by Highwick Associates on Jan 27, 2010

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Online Reputation in a Connected World — Presentation Transcript