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2014 Social Recruitment Management Benchmarking Survey

The 2014 Social Recruitment Monitor Survey offers insights into how employers utilize social networks for recruitment, with a focus on employer branding and effectiveness metrics. The survey, involving 180 representatives from various global regions, highlights the significant involvement of HR and recruitment departments in managing social recruiting channels, as well as the primary use of big platforms like Facebook, LinkedIn, and Twitter. Key challenges identified include increasing engagement, measuring ROI, and enhancing budget allocations for social recruitment activities.

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© 2014 Maximum Employment Marketing Group. All rights reserved. !1" 2014 Social Recruitment! Management Benchmarking ! Survey! Maximum Employment Marketing Group
© 2014 Maximum Employment Marketing Group. All rights reserved. !2"HOW DO EMPLOYERS USE SOCIAL RECRUITMENT?" Many big and small companies use social ! networks for employer branding and ! recruitment.
© 2014 Maximum Employment Marketing Group. All rights reserved. !3"FACTS OR OPINIONS?" Returning questions: §  How do we perform as an employer on social media? §  What is the ROI of our efforts?
© 2014 Maximum Employment Marketing Group. All rights reserved. !4" Social Recruitment Monitor™ World’s first purpose-built free online " tool that delivers an accurate and objective weekly overview of employers’ popularity, activity and interaction on their social media recruitment channels. socialrecruitmentmonitor.com HOW DO YOU MEASURE?"
© 2014 Maximum Employment Marketing Group. All rights reserved. !5"SRM BACKGROUND" 2,375 Social Channels Channels measured are career specific pages and accounts " by direct recruiting companies. 6 Major Social Networks Facebook Twitter YouTube Instagram Sina Weibo Renren 15 Regions Worldwide Global Australia Brazil China France Germany Hong Kong India Japan The Netherlands Singapore Sweden United Kingdom United States of America
© 2014 Maximum Employment Marketing Group. All rights reserved. !6"FACTS OR OPINIONS?" How do Employers manage Social Recruitment?
© 2014 Maximum Employment Marketing Group. All rights reserved. !7"RESEARCH 2014 Social Recruitment Monitor Survey Results In April this year 180 social recruitment channel representatives from 15 regions that have their channels listed in the Social Recruitment Monitor answered questions on their social media management and strategy.
© 2014 Maximum Employment Marketing Group. All rights reserved. !8"BACKGROUND OF RESPONDENTS Respondents show a clear background in employer branding and recruitment. Survey respondents are mainly " working in an employer branding/ recruitment or HR function. The minority of respondents work in " a more general communicational role. Employer Branding Officer 30%! 30% Intern 1%! Sourcing Specialist 5%! Other 10%! Community Manager 10%! Social Media Officer 11%! Comm. / Marketing Manager 10%! HR Manager 12%! Recruiter 12%!
© 2014 Maximum Employment Marketing Group. All rights reserved. !9"LEVEL OF INVOLVEMENT IN MANAGING COMPANY’S SOCIAL RECRUITMENT CHANNELS Respondents are highly involved in social recruitment management. They either own responsibility " for the management of their company’s social recruitment channels or are very involved. Owns responsibility for the function 57%! Not involved 1%! Somewhat involved 10%! Very involved 33%! 57%
© 2014 Maximum Employment Marketing Group. All rights reserved. !10"WHAT IS THE SIZE OF COMPANIES REPRESENTED IN THE SURVEY? 10,000+ (51%)! 1-50 (1%)! 101-500 (8%) ! 501-1,000 (9%)! 51% 1,001-5,000 (19%)! 5,001-10,000 (9%)! A majority of the respondents work at large companies. Most survey respondents represent companies with 10,000+ employees.
© 2014 Maximum Employment Marketing Group. All rights reserved. !11"WHAT REGIONS DO RESPONDENTS OPERATE IN? 51% Most surveyed companies operate in Europe. We sent a survey invitation to " > 800 companies. We got the highest feedback from companies that operate in Europe and employers who are active on the global labour market . 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Europe Global United States Asia-Pacific Other
© 2014 Maximum Employment Marketing Group. All rights reserved. !12"WHICH INDUSTRIES ARE REPRESENTED IN THE SURVEY? 0,9% 0,9% 0,9% 1,8% 1,8% 2,8% 2,8% 2,8% 4,6% 4,6% 4,6% 5,5% 5,5% 7,3% 9,2% 10,1% 16,5% 17,4% Government Educational Energy / Utilities Defence / Aerospace Retail / Wholesale Other Chemicals / Pharmaceuticals Raw materials / Mining Manufacturing Consumer goods Engineering / Construction / Real Estate Media / Entertainment / Marketing Hospitality / Travel / Leisure Food / Beverage Hospital & Health Care Transportation & Logistics / Automotive Financial services IT & Telecom Professional services 0,0%4,0%8,0%12,0%16,0%20,0% Respondents work at companies from a wide diversity of industries. Overall we see high participation of representatives from employers in the service sectors.
© 2014 Maximum Employment Marketing Group. All rights reserved. !13"WHAT DEPARTMENT OWNS RESPONSIBILITY? Marketing or PR & Corporate Communications (23%)! Recruitment (35%) ! HR (39%)! Facebook pages managed by " HR/recruitment perform best. Strategy and management of social recruitment in companies are managed by either one of these two departments. In an analysis for company’s performance on Facebook we’ve found that channels managed by the HR department have a higher SRM Index on average. 35% 39% 17,68 15 14,4 HR Recruitment Marketing or PR & Corporate communications Average SRM INDEX Outsourced (2%)!
© 2014 Maximum Employment Marketing Group. All rights reserved. !14"WHICH SOCIAL MEDIA CHANNELS ARE USED? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% The ‘BIG 4’ in social recruitment channels. The survey shows that Facebook, LinkedIn and Twitter are used by more than 80% of our respondents.
© 2014 Maximum Employment Marketing Group. All rights reserved. !15"WHAT TARGET GROUPS ARE MOST IMPORTANT FOR 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 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.
© 2014 Maximum Employment Marketing Group. All rights reserved. !16"WHAT IS THE MAIN 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 and less often used for showcasing the employer brand " and increase engagement.
© 2014 Maximum Employment Marketing Group. All rights reserved. !17"TYPE OF UPDATES SHARED ON SOCIAL MEDIA 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Facebook Twitter LinkedIn Sharing company events " and job information. There’s a broad mix of content topics shared via social channels. Most employers communicate about events and job information. Facebook stands out when it comes to cultural and personal updates.
© 2014 Maximum Employment Marketing Group. All rights reserved. !18"INVOLVING EMPLOYEES IN COMMUNICATION Often (44%)! Seldom (12%) ! 44% Sometimes (44%)! Social recruitment is a team effort: involving employees pays off. The majority of employers indicate that they involve employees in employer branding and recruitment communication via social channels. In an analysis for company’s performance on Facebook we’ve found that employers who often involve employees have a higher SRM Index on average. 16,68 15 14,6 Often Sometimes Seldom Average SRM INDEX
© 2014 Maximum Employment Marketing Group. All rights reserved. !19"IN WHAT WAYS ARE EMPLOYEES INVOLVED IN SOCIAL RECRUITMENT? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% To pro-actively join in on the conversations To suggest and propose new content To share content through their own social media accounts Other Employees are stimulated " to join in conversations more often than asked to share content. Less than 50% of employers let their employees suggest and propose new content.
© 2014 Maximum Employment Marketing Group. All rights reserved. !20"HOW MUCH TIME IS SPENT ON MANAGING SOCIAL RECRUITMENT? More than 8 hours a week (38%)! Less than 2 hours a week (18%)! 2-4 hours a week (23%) ! 38% 4-8 hours a week (21%)! Social recruitment management is serious business. A majority of employers indicate that they spend more than 8 hours a week on managing social recruitment. In an analysis for company’s performance on Facebook we’ve found that employers managing their channels for more than 8 hours a week have a higher SRM Index on average. 20,16 14,4 11,41 11,19 More than 8 4-8 hours 2-4 hours Less than two hours Average SRM INDEX
© 2014 Maximum Employment Marketing Group. All rights reserved. !21"AVERAGE RESPONSE TIME FOR INCOMING QUESTIONS 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Real time Within 2 hours Within 8 hours Within 24 hours Within 48 hours Within 1 week Rarely to never Over 90% of questions answered within 24 hours. Social recruitment channels are managed quite precise. The response time the majority of respondents answer questions is within 24 hours. On the other hand only 10% answers questions real-time.
© 2014 Maximum Employment Marketing Group. All rights reserved. !22"USE OF SOCIAL ADVERTISING Weibo YouTube Twitter LinkedIn Facebook 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 Social advertising boosts engagement. Nearly two-thirds of employers using Facebook have used paid advertising (last 12 months). In an analysis for company’s performance on Facebook we’ve found that employers that indicated to use social advertising have a higher SRM Index on average. 54 20 0 50 100 Yes No Average Engagement on Facebook
© 2014 Maximum Employment Marketing Group. All rights reserved. !23"HOW TO MEASURE EFFECTIVENESS OF ACTIVITIES ON SOCIAL CHANNELS 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 Most employers make use of free tools to measure success. The majority of the companies use analytics from the social channel itself or make use of free analytics tools. Maximum offers in-depth reports to benchmark and discover best practices to optimise engagement and effect on social media for recruitment. Check for more information: reports@socialrecruitmentmonitor.com
© 2014 Maximum Employment Marketing Group. All rights reserved. !24" Measure with the Social Recruitment Monitor™ analytics ! tool." HOW DO YOU MEASURE?" Email us for more information on our dashboard that allows employers to view and benchmark their performance and to get advanced analysis over a selective timeframe. reports@socialrecruitmentmonitor.com
© 2014 Maximum Employment Marketing Group. All rights reserved. !25"WHAT SOCIAL RECRUITMENT METRICS ARE MOST IMPORTANT? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Engagement Fan growth Website visits from social media Conversation metrics / ROI Customer care metrics (response time, etc.) Other Engagement and fan growth are most important social metrics. A majority of the companies indicate that engagement metrics (e.g. Likes, comments, mentions) are most important metrics to measure social recruitment performance. Also fanbase growth and conversion to the website " is mentioned. Even more important " than conversion metrics and hires for example.
© 2014 Maximum Employment Marketing Group. All rights reserved. !26"2014 SOCIAL RECRUITMENT CHALLENGES" Social recruitment challenges. We asked survey respondents to indicate their biggest challenge when it comes to social recruitment this year. The responses we got were around these four topics: §  More focus on increasing engagement levels §  Increase involvement of brand ambassadors in social recruitment §  Measuring Return On Investment (ROI) §  Increase budget and resources for social recruitment
© 2014 Maximum Employment Marketing Group. All rights reserved. !27"INCREASE THE SUCCESS OF YOUR SOCIAL MEDIA CHANNELS FOR RECRUITMENT" How can we help you to further increase your success on social recruitment? We can help you with: §  Developing and evaluating current social recruitment practices §  Benchmarking your efforts and results towards your direct competition §  Training employees on social media usage §  Building and maintaining social media pages §  Setting up content and conversation management
© 2014 Maximum Employment Marketing Group. All rights reserved. !28" Follow SRM Stay up to date on social recruitment " news and insights derived from the Social Recruitment Monitor by following our channels: §  socialrecruitmentmonitor.com §  facebook.com/SocialRecruitmentMonitor §  twitter.com/SRMonitor STAY UP TO DATE ON THE SOCIAL RECRUITMENT MONITOR
© 2014 Maximum Employment Marketing Group. All rights reserved. !29" Or get in touch with Bas Schreurs our Global Research & Strategy Director. Phone +31 10 284 20 20 Email bas.schreurs@maximum.com Web maximum.com/bas-schreurs Twitter @BasSchreurs STAY UP TO DATE ON THE SOCIAL RECRUITMENT MONITOR
© 2014 Maximum Employment Marketing Group. All rights reserved. !30" Follow Maximum Stay up to date on Maximum Employment Marketing Group by following our channels: §  maximum.com §  facebook.com/mxmm.com §  twitter.com/MaximumEMG STAY UP TO DATE ON MAXIMUM
© 2014 Maximum Employment Marketing Group. All rights reserved. !31" About Social Recruitment Monitor™ The Social Recruitment Monitor™ is the world’s first online tool to accurately measure and rank your social media recruitment activities as an employer using social media channels. It uses advanced digital technologies to track data for the major social networks, and refreshes weekly to keep figures up to date. It allows you to benchmark your performance against other employers, and to compare other employers with one other. The table shows your position in the rankings and whether you’re moving up or down them. It also enables you to monitor your performance in a number of specific areas.
© 2014 Maximum Employment Marketing Group. All rights reserved. !32" About Maximum The Social Recruitment Monitor™ is powered by Maximum, a world-class employer marketing and recruitment advertising agency with offices in Hong Kong, Rotterdam, Shanghai, and Singapore. Our client list includes Danone, Deloitte, Fiat Group, Johnson & Johnson, McDonald’s, Nike, Novartis, Shell, Sodexo, Starbucks and Voith. Maximum is a boutique agency that likes to remain small and agile. There are seventy of us, all specialists, and our advanced digital solutions are 100% generated in-house. We have a knowledgeable and sophisticated research presence, especially in the digital arena and with regards to social recruitment. This means we can make things happen for you that other agencies can’t. Giving your organisation the edge takes serious research, heavyweight strategy, considered creativity and intelligent use of the digital space. This is why we’ve developed the Social Recruitment Monitor™ for you, the definitive index on the use of social media for recruitment purposes.
© 2014 Maximum Employment Marketing Group. All rights reserved. !33" HONG KONG ROTTERDAM SHANGHAI SINGAPORE " Dorpsstraat 164, " 2903 LB, " Capelle aan den IJssel, " The Netherlands" " T: +31 10 284 20 20" " MAXIMUM.COM" © 2014 Maximum Employment Marketing Group. All rights reserved. All content is private and strictly confidential and is the property of Maximum Employment Marketing Group Limited.