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.

1. © 2016 Maximum Employment Marketing Group. All rights reserved. 1
2015 Social Recruitment
Management Benchmarking
Survey
By Maximum Employment Marketing Group

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. © 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. © 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. © 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. © 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. © 2016 Maximum Employment Marketing Group. All rights reserved. 7
Survey results
2015 Social Recruitment
Management Survey

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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 2016 Maximum Employment Marketing Group. All rights reserved. 21
Interested to know more
about social recruitment?

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. © 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. © 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. © 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.