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2015 Social Recruitment Management Benchmarking Survey

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We asked 125 employers from around the world that make use of social media for employer branding and recruitment questions on their objectives, channels used, management, measurement and their challenges. The results of the 2015 Social Recruitment Management Benchmarking Survey are in and have revealed some interesting changes in employers’ social recruitment management in comparison to our 2014 survey.

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2015 Social Recruitment Management Benchmarking Survey

  1. 1. © 2016 Maximum Employment Marketing Group. All rights reserved. 1 2015 Social Recruitment Management Benchmarking Survey By Maximum Employment Marketing Group
  2. 2. © 2016 Maximum Employment Marketing Group. All rights reserved. 2HOW DO EMPLOYERS USE SOCIAL RECRUITMENT? Many big and small companies use social networks for employer branding and recruitment.
  3. 3. © 2016 Maximum Employment Marketing Group. All rights reserved. 3HOW DO EMPLOYERS USE SOCIAL RECRUITMENT? Multiple social channels are used to connect and engage with their target audiences.
  4. 4. © 2016 Maximum Employment Marketing Group. All rights reserved. 4HOW DO EMPLOYERS USE SOCIAL RECRUITMENT? More and more investments are made in resources to manage social recruitment.
  5. 5. © 2016 Maximum Employment Marketing Group. All rights reserved. 5HOW DO EMPLOYERS USE SOCIAL RECRUITMENT? Returning questions amongst employers are: / How do we perform as an employer on social media? / How are other employers managing social recruitment? / What is the ROI of our efforts?
  6. 6. © 2016 Maximum Employment Marketing Group. All rights reserved. 6HOW DO EMPLOYERS USE SOCIAL RECRUITMENT? We asked 125 employers worldwide that already make use of social media for recruitment questions on: / Channels used / Objectives / Management / Measurement / Challenges
  7. 7. © 2016 Maximum Employment Marketing Group. All rights reserved. 7 Survey results 2015 Social Recruitment Management Survey
  8. 8. © 2016 Maximum Employment Marketing Group. All rights reserved. 8BACKGROUND OF RESPONDENTS Respondents show a clear background in employer branding and recruitment. Survey respondents are mainly working in an employer branding or Recruiter function. Employer Branding Officer 26% 26% Intern 1% Sourcing Specialist 2% Other 11% Community Manager 11% Social Media Officer 12% Comm. / Marketing Manager 10% HR Manager 7% Recruiter 20%
  9. 9. © 2016 Maximum Employment Marketing Group. All rights reserved. 9SOCIAL MATURITY LEVEL Developing 49% Defined 30% Excellent 10% Early adapter 11% 49% Respondents view the social recruitment channels of their organisation to be in a developing phase. Only 10% view their social recruitment channels as excellent.
  10. 10. © 2016 Maximum Employment Marketing Group. All rights reserved. 10REGIONAL DISTRIBUTION OF SURVEY PARTICIPANTS 51% Most surveyed companies operate in Europe. We got the highest feedback from companies that operate in Europe and employers who are active on the global labour market. 0% 10% 20% 30% 40% 50% 60% Europe Global United States Asia-Pacific Other
  11. 11. © 2016 Maximum Employment Marketing Group. All rights reserved. 11USE OF SOCIAL MEDIA CHANNELS 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2015 2014 The ‘BIG 4’ in social recruitment channels. The survey shows that LinkedIn, Facebook and Twitter are used by more than 80% of our respondents. Popularity of Google+ has increased rapidly since 2014.
  12. 12. © 2016 Maximum Employment Marketing Group. All rights reserved. 12TARGET GROUPS FOR THE USE OF SOCIAL RECRUITMENT 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Entry level (1- 5 years work experience) Graduates Mid-career Employees Senior & Executive level Contractors / Short-term Project Staff 2015 2014 Targeting Generation Y. Entry level workers and graduates are by far the main target groups for social recruitment. Current employees are important as well, mainly serving as ambassadors. Compared to 2014, a slight increase of interest in mid-career level workers can be seen.
  13. 13. © 2016 Maximum Employment Marketing Group. All rights reserved. 13MAIN PURPOSE OF USING SOCIAL MEDIA FOR RECRUITMENT 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% To increase employer brand awareness To engage with our target audience To build and maintain a talent pool / database for potential future use To specifically search for candidates (search) To increase the number of external referrals Screening of candidates Facebook Twitter YouTube LinkedIn It’s all about employer brand engagement. Increasing employer brand awareness and engaging with the target audience are two main reasons for social recruitment, especially on Facebook, Twitter and YouTube. LinkedIn is mainly used for direct sourcing. Compared to 2014, the main purpose of using social media is shifting more towards engaging with the target audience.
  14. 14. © 2016 Maximum Employment Marketing Group. All rights reserved. 14TYPE OF CONTENT SHARED ON SOCIAL MEDIA 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Facebook Twitter LinkedIn Sharing vacancies and company culture. There’s a focus on communicating vacancies. Facebook stands out when it comes to cultural and personal updates, whereas LinkedIn stands out when it comes to updates about corporate information. Also, respondents noted that information and invites on upcoming events are often shared on social media channels.
  15. 15. © 2016 Maximum Employment Marketing Group. All rights reserved. 15INVOLVING EMPLOYEES IN SOCIAL RECRUITMENT Often 38% Seldom 13% 38% Sometimes 43% Social recruitment is a team effort: involving employees pays off. A majority of employers indicate that they involve employees in employer branding and recruitment communication via social channels. Organisations want to include their employees more as they can provide unique insights or interesting content and, on the other hand, join in on conversations or share content on private accounts. Never 6%
  16. 16. © 2016 Maximum Employment Marketing Group. All rights reserved. 16TYPE OF EMPLOYEES INVOLVED IN SOCIAL RECRUITMENT 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2015 2014 Employees are stimulated to share content or vacancies through their own social media accounts or to suggest new content. More than 60% of employers let their employees share employers’ content through their employees’ social channels, which is a 45% increase compared to 2014.
  17. 17. © 2016 Maximum Employment Marketing Group. All rights reserved. 17TIME SPENT ON MANAGING SOCIAL RECRUITMENT Other 4% Less than 1 hour a week 8% 2-4 hours a week 16% 19% 4-8 hours a week 8% Social recruitment management is serious business. Most employers spend more than 2 hours a week on managing social recruitment. 19% spend more than 20 hours a week on managing social recruitment. 1-2 hours a week 10% 8-12 hours a week 7% 12-16 hours a week 5% More than 20 hours a week 19% 16-20 hours a week 13%
  18. 18. © 2016 Maximum Employment Marketing Group. All rights reserved. 18MEASURING EFFECTIVENESS OF SOCIAL ACTIVITIES 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Directly from page Using a free analytics tool Using a paid analytics tool External agency makes report Other 2015 2014 Most employers make use of free tools to measure performance. A majority of the companies use analytics from the social channel itself or make use of free analytics tools.
  19. 19. © 2016 Maximum Employment Marketing Group. All rights reserved. 19MOST IMPORTANT SOCIAL RECRUITMENT METRICS 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Engagement Website visits from social media Fan growth Conversation metrics / ROI Customer care metrics (response time, etc.) Other 2015 2014 Engagement and website visits are most important social metrics. A majority of the companies indicate that engagement metrics (e.g. Likes, comments, mentions) are the most important metrics to measure social recruitment performance.
  20. 20. © 2016 Maximum Employment Marketing Group. All rights reserved. 20CHALLENGES IN SOCIAL RECRUITMENT MANAGEMENT Increasing engagement is the main challenge organisations face with social recruitment. Other than engagement, attracting the right kind of candidate seems to be a problem. How can the quality of candidates attracted via social media be increased? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  21. 21. © 2016 Maximum Employment Marketing Group. All rights reserved. 21 Interested to know more about social recruitment?
  22. 22. © 2016 Maximum Employment Marketing Group. All rights reserved. 22 Make use of the Social Recruitment Monitor™ The world’s first purpose-built free online tool that delivers an accurate and objective weekly overview of employers’ popularity, activity and interaction on major media recruitment channels per region. Socialrecruitmentmonitor.com INTERESTED TO KNOW MORE ABOUT SOCIAL RECRUITMENT?
  23. 23. © 2016 Maximum Employment Marketing Group. All rights reserved. 23 Come visit Maximum.com The 2015 social recruitment survey and the Social Recruitment Monitor are managed by the global employer branding and recruitment advertising agency Maximum Employment Marketing Group. For more information on Maximum’s cutting edge products and services for employer branding, talent attraction and employee engagement, please go to: www.maximum.com INTERESTED TO KNOW MORE ABOUT SOCIAL RECRUITMENT?
  24. 24. © 2016 Maximum Employment Marketing Group. All rights reserved. 24 Bas Schreurs Director of Research and Strategy Bas.schreurs@maximum.com Maximum.com/people/bas-schreurs Vincent Rietveld Social recruitment expert Vincent.rietveld@maximum.com Maximum.com/people/vincent-rietveld Contact our Social Recruitment Experts Got a question on the 2015 survey, the Social Recruitment Monitor, or social recruitment management? Contact one of our experts.
  25. 25. © 2016 Maximum Employment Marketing Group. All rights reserved. 25 AMSTERDAM DUBAI HONG KONG ROTTERDAM SHANGHAI SINGAPORE SYDNEY © 2016 Maximum Employment Marketing Group. All rights reserved.

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