KGWI Social Networking Global Overview


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Social Networking is changing the landscape for global jobseekers.

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KGWI Social Networking Global Overview

  1. 1. Social Media/Networkingt h e e v o lv i n g w o r k f o r c e
  2. 2. : The Evolving Workforcecontents 3 social media/networking—a visual summary 4 introduction 5 use oF online JoB Boards By JoB seekers 7 use oF social networking sites By JoB seekers 9 most PoPular social networking sites For JoB seekers11 imPact oF social networking content on careers13 controlling social networking content15 use oF social media For career develoPment17 use oF social media in tHe workPlace19 time sPent on social media21 conclusion24 aBout tHis rePort2
  3. 3. : The Evolving Workforcet h e e v o lv i n g w o r k f o r c e : s o c i a l m e d i a / n e t w o r k i n gfear it censor it26 %are worried tHat material From 33% edit content on tHeir social network sites totHeir social networking Page could avoid career ProBlemsadversely imPact tHeir career.gen y is tHe most concerned age grouPaBout Potential career Fallout. using it24 %search for work 32% 33% oF tHose wHo use social media, linkedin and FaceBook are tHe most PreFerred – only 3% use twitterusing blogs orsocial network sites only in americahow job seekers word-oF-moutH is still tHeare finding thatj b numBer one way to Find a JoB, Followed By online recruitment 26% online JoB Boards 22% word-oF-moutH advancing careers 17% recruitment comPanies via social media 17% direct aPProacHes From emPloyers 34% generation y 7% Print advertisements 1% social media sites 26% generation X 10% otHer 20% BaBy Boomers3
  4. 4. : The Evolving WorkforceintroductionaPProXimately 97,000 PeoPle From 30 countries across tHe americas, aPac,and emea regions resPonded to a workPlace survey develoPed By kellyservices®. tHe kelly gloBal workForce indeX (kgwi) revealed oPinionsaBout work and tHe workPlace From a generational viewPoint.survey respondents ranged in age from 18 to 65 and this report highlights responses to questions regardingcomprised the following generational groups: social media/networking. the questions focused on:generation y (age 18 – 29), generation X (age 30 – 47), • Use of online job boards by job seekersand the Baby Boomer generation (age 48 – 65). • Use of social networking sites by job seekersthe global survey was open to everyone, with no • Most popular social networking sites for job seekers restrictions. to that end, respondents were either • Impact of social networking content on careersemployed within a variety of industries, ranging from • Controlling social networking contentinformation technology to finance, or were unemployed • Use of social media for career developmentand searching for future work opportunities. • Use of social media in the workplaceeach respondent revealed their viewpoints on the • Time spent on social mediafollowing four topics:• Talent Mobility• Social Media/Networking• Drivers of Career Choice and Career Progression• Effective Employers/Employer of Choice4
  5. 5. : The Evolving Workforceuse of online job boards by job seekersHow did you secureyour most recent JoB?(by generation) 01 ONLINE JOB BOARD 26%according to the kelly global workforce index, online 31% Baby Boomersjob boards have become the dominant source for 24% 19%people to find work, with more than one-quarter ofrespondents (26 percent) using them to secure their SOCIAL MEDIA SITE 1%most recent job. Other job search tools ranked as Generation X 1%follows: word-of-mouth (22 percent), recruitment and 1%staffing companies (17 percent), direct approaches from 1%employers (17 percent), print advertisements WORD-OF-MOUTH(7 percent), and social media sites (1 percent). 22% 23% Generation Y 22%Online job boards are most popular with Generation 22%y, used by 31 percent, compared with 24 percent of all generationsgeneration X and 19 percent of Baby Boomers. PRINT ADVERTISEMENT generation y 7% 4% 8% All Generations generation X 10% baby boomers DIRECT APPROACH FROM EMPLOYER 17% 16% 18% 19% RECRUITMENT/STAFFING COMPANY 17% 16% 18% 17% OTHER 10% 8% 10% 13%5
  6. 6. : The Evolving Workforceuse of online job boards by job seekersHow did you secureyour most recent JoB?(by region) 02 ONLINE JOB BOARD 26% 33% AmericasThe use of online job boards is most pronounced in the 25%aPac region, where 33 percent used them to find their 24%most recent job, compared with 25 percent in EMEA SOCIAL MEDIA SITEand 24 percent in the americas. 1% 1% EMEAword-of-mouth referrals are the dominant means of 1% 1%finding a job in the Americas, used by 27 percent, but only by 22 percent in aPac and 20 percent in emea. WORD-OF-MOUTH 22%direct approaches from employers accounted for 22% APAC 20%significantly more positions in emea than in the 27%americas and aPac, while use of recruitment firms is all countries PRINT ADVERTISEMENThighest in aPac. aPac 7% 5% 7% emea All Countries 7% americas DIRECT APPROACH FROM EMPLOYER 17% 14% 20% 15% RECRUITMENT/STAFFING COMPANY 17% 20% 17% 14% OTHER 10% 5% 11% 12%6
  7. 7. : The Evolving Workforce 03use of social networkingsites by job seekersdo you searcH For JoBs onsocial networking sites?(by generation) YES Baby Boomers 24% 29%according to the response to the previous question, 23% 36%only a small number of people (1 percent) secured 24% Generation X 22%their most recent job through a social networking 24% 35%site. However, almost one-quarter of respondents(24 percent) say they search for work using socialnetworking sites, with the results showing the highest Generation Yuse by generation X and Baby Boomers. NO all generations 75% 29% generation y 76% 31% All Generations generation X 74% 29% baby boomers 75% 27% DONT KNOW 1% 43% 1% 33% 1% 49% 1% 40%7
  8. 8. : The Evolving Workforce 04use of social networkingsites by job seekersdo you searcH For JoBs onsocial networking sites?(by region) YES Americas 24%the use of social networking sites to locate work is 22%highest in emea, where they are used by one-quarter 25% EMEAof respondents. this is higher than the americas 23%(23 percent) and aPac (22 percent). APAC NO all countries 75% aPac 76% emeaAll Countries 74% americas 77% DONT KNOW 1% 2% 1% 1%8
  9. 9. : The Evolving Workforce 05most PoPular social networkingsites for job seekersiF you do searcH For JoBs on socialnetworking sites, wHicH do you use? FACEBOOK(by generation) 33% 40% 30% Baby Boomersthe most popular social networking sites to find work 22%are Facebook® and linkedin®, preferred by 33 percentand 32 percent, respectively. a further 23 percent use TWITTERother sites, 10 percent use blogs, and only 3 percent 3% Generation Xuse twitter®. 4% 2%Facebook is the overwhelming preference of 2%generation y participants, while linkedin is favored by Generation Y all generationsgeneration X and Baby Boomers. LINKEDIN 32% generation y 23% generation X 36% baby boomers 39% All Generations BLOGS 10% 12% 9% 9% OTHER 23% 21% 22% 27%9
  10. 10. : The Evolving Workforce 06most PoPular social networkingsites for job seekersiF you do searcH For JoBs on socialnetworking sites, wHicH do you use? FACEBOOK(by region) 33% Americas 32%The choice of social networking sites for job seeking 35%purposes varies markedly according to geography. 28% EMEA TWITTERlinkedin is the overwhelming choice in the americas, 3%adopted by 40 percent of participants. 5% 2%However, Facebook is the preferred site in both emea 3% APACand aPac, chosen by 35 percent and 32 percent, all countriesrespectively. LINKEDIN 32% aPacthe use of blogs for finding work is much more popular 24% emeaAll countriesin aPac than it is elsewhere. 30% americas 40% BLOGS 10% 17% 9% 6% OTHER 23% 21% 23% 23%10
  11. 11. : The Evolving Workforce 07imPact of social networkingcontent on careersdo you worry tHat material Fromyour social networking Page couldadversely imPact your career? YES Baby Boomers(by generation) 26% 28%more than one-quarter of respondents (26 percent) are 26% Generation Xworried that material from their social networking page 22%could adversely impact their careers.all generations share concerns about the potential Generation Ycareer fallout from social networking content, but NOgeneration y is the most worried. all generations 62% generation y 63% All Generations generation X 62% baby boomers 62% DONT KNOW 11% 9% 11% 16%11
  12. 12. : The Evolving Workforce 08imPact of social networkingcontent on careersdo you worry tHat material Fromyour social networking Page couldadversely imPact your career? YES Americas(by region) 26% 33%respondents in the aPac region are significantly more 26% EMEAsensitive about the potential career impact of social 22%networking content than their counterparts in theamericas and emea. one-third of those in aPac worryabout the impact of social media on their careers, APACcompared with 26 percent in emea and 22 percent in NOthe americas. 62% all countries aPac 53% emeaAll Countries 64% americas 67% DONT KNOW 11% 14% 10% 11%12
  13. 13. : The Evolving Workforce 09controlling social networking contentdo you deliBerately censoror edit content on your socialnetworking site in order to YES Baby Boomersavoid career ProBlems? 33%(by generation) 36%one-third of respondents admit to deliberately editing 33% Generation Xor censoring content on their social networking sites in 30%order to avoid career problems.all generations are taking steps to control the content Generation Yof their social networking pages, but generation y is NOthe most likely to be taking deliberate action to remove 58% all generationsor edit potentially damaging material. generation y 58% All Generations generation X 58% baby boomers 57% DONT KNOW 9% 6% 9% 13%13
  14. 14. : The Evolving Workforce 10controlling social networking contentdo you deliBerately censoror edit content on your socialnetworking site in order to YES Americasavoid career ProBlems? 33%(by region) 33%across all regions, approximately one-third of 34% EMEArespondents are active in controlling the content on 33%their social networking sites in order to avoid careerdamage. APAC NO 58% all countries aPac 57% emeaAll Countries 58% americas 58% DONT KNOW 9% 10% 8% 9%14
  15. 15. : The Evolving Workforce 11use of social media for career develoPmentdo you Feel it is essential to Beactive on social media in orderto advance your career? YES Baby Boomers(by generation) 28% 34%more than one-quarter of respondents (28 percent)believe it is essential to be active on social media in 26% Generation Xorder to advance their careers. 20%generation y is the most likely to be active online forcareer purposes, with more than one-third (34 percent) Generation Yviewing it as essential, compared with 26 percent of NOgeneration X and only 20 percent of Baby Boomers. 60% all generations generation y 55% All Generations generation X 61% baby boomers 66% DONT KNOW 13% 12% 13% 14%15
  16. 16. : The Evolving Workforce 12use of social media for career develoPmentdo you Feel it is essential to Beactive on social media in orderto advance your career?(by region) YES Americas 28%the aPac region has an extremely high rate of online 46%activity for career purposes, with 46 percent regarding 22% EMEAit as essential for career advancement. this is well 25%above the rates in both the americas (25 percent) andemea (22 percent). APAC NO 60% all countries aPac 40% emeaAll Countries 66% americas 64% DONT KNOW 13% 15% 13% 11%16
  17. 17. : The Evolving Workforce 13use of social media in the workPlacedoes your emPloyer Have a socialmedia or social networking PolicytHat regulates use at work? YES Baby Boomers(by generation) 30% 29%almost one-third of respondents (30 percent) saythat their employers have a social media or social 31% Generation Xnetworking policy that regulates use at work. 28%employer restrictions on workplace use of social mediaapply almost uniformly to employees, irrespective of Generation Ytheir generation. NO all generations 50%interestingly, 28 percent of Baby Boomers are unaware generation yof whether such a policy exists. 54% All Generations generation X 49% baby boomers 44% DONT KNOW 20% 17% 20% 28%17
  18. 18. : The Evolving Workforce 14use of social media in the workPlacedoes your emPloyer Have a socialmedia or social networking PolicytHat regulates use at work?(by region) YES Americas 30% 31%employer restrictions on social networking in theworkplace are more common in the americas, affecting 27% EMEA33 percent of participants, compared with 31 percent in 33%aPac and 27 percent in emea. APAC NO all countries 50% aPac 56% emeaAll Countries 50% americas 46% DONT KNOW 20% 13% 23% 21%18
  19. 19. : The Evolving Workforce 15time sPent on social mediaHow mucH time do you sPend onsocial media sites eacH day?(by generation) LESS THAN 30 MINUTES 44% Baby BoomersThe vast majority of respondents (68 percent) spend 41%an hour or less each day on social media sites, while 19 47% 44%percent spend no time at all. only 13 percent spend anhour or more each day. Generation X 30 MINUTES—1 HOUR 24%generation y spends the largest amount of time 29%engaged in social networking. some 18 percent 22%of generation y spend an hour or more each day, 18% Generation Ycompared with 11 percent of generation X and 8 all generations 1—2 HOURSpercent of Baby Boomers. 9% generation y 12% All Generations generation X 8% baby boomers 6% MORE THAN 2 HOURS 4% 6% 3% 2% NEVER 19% 11% 21% 30%19
  20. 20. : The Evolving Workforce 16time sPent on social mediaHow mucH time do you sPend onsocial media sites eacH day?(by region) LESS THAN 30 MINUTES 44% Americasin each of the three regions, approximately two-thirds 42%of respondents spend one hour or less on social media 45% 44%sites each day. EMEA 30 MINUTES—1 HOURaPac boasts the greatest number of more intensive 24%users. Fifteen percent of its respondents spend more 24%than one hour on social media sites daily, compared 25%with 13 percent in emea and 11 percent in the 23% APACamericas. all countries 1—2 HOURStwenty-one percent of those in the americas spend no 9% aPac 10%time at all on social media sites, which is higher than emeaAll Countries 9%aPac (19 percent) and emea (17 percent). americas 8% MORE THAN 2 HOURS 4% 5% 4% 3% NEVER 19% 19% 17% 21%20
  21. 21. : The Evolving Workforceconclusiongeneration ygeneration y is adept and comfortable with using For a generation raised in an online environment, it’s noonline platforms to both find work and advance their surprise that more than one-in-three (34 percent) feelcareers. Almost one-third used online job boards to find it’s essential to be active on social media in order totheir most recent job, while nearly one-quarter relied on advance their careers.word-of-mouth. employer restrictions on the use of social networkingThey are active in using their social networks for job in the workplace affect 29 percent of generation yopenings and career opportunities. Facebook is the respondents.preferred platform, used by 40 percent of generationy respondents. a further 23 percent use linkedin, 12 and it seems that perceptions about the morepercent use blogs, and 4 percent use twitter. obsessive use of social media among generation y may be exaggerated. The vast majority (70 percent) spend there is apprehension among generation y about the an hour or less per day on social media sites. some 11potential career impact of social networking content. percent spend no time, and just 18 percent spend more twenty-eight percent are worried about the career than one hour.implications of social networking content, and 36percent edit or censor their sites to avoid career fallout.21
  22. 22. : The Evolving Workforceconclusiongeneration X and BaBy Boomersgeneration X is moving rapidly to engage online generation X and 22 percent of Baby Boomers fearplatforms to find jobs and advance their careers, but at the implications. approximately one-third of thesea slower pace than Generation Y. Online job boards are respondents edit or censor their sites to prevent careerthe most common method by which they found their fallout.most recent job. Twenty-four percent used an online job board to find work, followed by 22 percent who used generation X is more active than Baby Boomers in usingword-of-mouth. the emerging online platform to advance their careers. twenty-six percent of generation X use social media asBaby Boomers, by contrast, still rely mostly on word- a career-enhancing tool, compared with 20 percent ofof-mouth. twenty-two percent secured their most Baby Boomers.recent job by word-of-mouth, followed by online job boards and direct approaches from employers (both 19 in the workplace, 31 percent of generation X facepercent). restrictions on social media usage, compared with 28 percent of Baby Boomers.almost one-quarter of both generation X and BabyBoomers (24 percent) are active in using social neither group devotes excessive time to social media.networking to look for jobs. For both of these approximately two-thirds spend one hour or lessgenerations, linkedin is the favored site. each day on social media sites. only 11 percent of generation X and 8 percent of Baby Boomers spendthe adverse consequences of social networking more than one hour per day on these sites.content on careers are evident. twenty-six percent of22
  23. 23. : The Evolving Workforceconclusionsocial media/networking wraP uPthe latest responses to the kelly global workforce But there is also a sense of nervousness about theindex show that social media/networking is emerging as potential career pitfalls that can flow from the explosionan online revolution that is transforming the way people of personal content on social networking sites. manysearch for work and enhance their careers. are taking steps to erase or limit some of this content, mindful that it can create a digital trail that will endureOnline job boards comprise the largest single method for many years, and perhaps be viewed by workof finding work. while social media represents only colleagues or potential employers.a small share of the job search market, many survey respondents are using social networking sites to engagein virtual conversations about work, employers, andavenues to gain promotion, ultimately advancing theircareers.23
  24. 24. aBout tHe kelly gloBal workForce indeX™the kelly global workforce index is an annual survey revealing opinions about workand the workplace from a generational viewpoint. approximately 97,000 people fromthe americas, aPac and emea responded to the 2011 survey with results publishedon a quarterly basis. kelly services was the recipient of a marcom Platinum awardin 2010 and a gold award in 2009 for the kelly global workforce index in theresearch/study category.aBout kelly services®kelly services, inc. (nasdaQ: kelya, kelyB) is a leader in providing workforce solutions.kelly® offers a comprehensive array of outsourcing and consulting services as well asworld-class staffing on a temporary, temporary-to-hire and direct-hire basis. servingclients around the globe, kelly provides employment to more than 530,000 employeesannually. revenue in 2010 was $5 billion. visit and connect withus on Facebook, linkedin, and twitter.a kelly services rePortall trademarks are property of their respective owners. an equal opportunity employer © 2011 kelly services,