Adecco global recruiters research 2014

1
Recruiting is increasingly social and Adecco wants to know how it works. An international survey, that involved over 17.272 candidates and 1.502 Human Resources managers between March 18 and June 2, 2014, collected 1.167 responses from Russian job seekers (660 complete responses and 507 partial responses1), with the purpose of understanding how they search for jobs through social media, which instruments they use, and how they present themselves online.
The sample presents a majority of men (58%), born after
1981 (56%), and with a completed or partial college education (57%). Those who are currently employed are mostly middle management (36%).
The present report is structured in three areas: the use of social media for job search purposes, the effectiveness of social media in the matching between supply and demand, and web reputation and its impact on job search. It is interesting to analyze this data, keeping an eye on the Recruiters’ results from EE and MENA, in order to understand how they explore Web 2.0 when looking for a candidate. The report is concluded with a statistical appendix, which offers further detail on the responses provided by participants.
1 The total amount reported in the tables and figures comprises also of the cases with partial responses that have not provided information over the socio-demographic profiles. Therefore these may assume a value that does not fit in the socio-demographic profile.

2
The data shows that 34% of job seekers utilize social media for search purposes. LinkedIn is largely the most used social networking site (32%) for professional job search activities (fig. 1).
Fig. 1 - General use of social media and for job search. % Value. Russian Federation, 2014.
Notes: (1) General use also includes job search usage. 2) Total Social Media is the percentage proportion of respondents using at least one of the considered social media platforms.
52,5
49,0
46,7
14,2
2,3
3,0
3,3
24,3
2,4
0,8
65,3
37,8
75,7
5,0
0,4
31,7
1,2
0,1
0,3
0
0,6
1,0
0
8,4
1,5
34,2
,0
10,0
20,0
30,0
40,0
50,0
60,0
70,0
80,0
General Use
Use for job search

3
In the Russian Federation, men and women show similar usage rates of social media for both general purposes and job search purposes, being separated by only 2 percentage points in both cases. The use of such instruments is inversely proportional to the age of candidate, meaning that younger a candidate is, more likely they are to utilize social media platforms for general purposes, while this is not the case for job search purposes. Education level is also an important factor, since the use of social media for job search purposes among those with a secondary school education title significantly increases the attainment of a higher educational level and decreasing the amount of general use (tab.1).
Tab. 1 - Social Media Used in General and for Job Search by Socio-demographic Profile.
% Value. Russian Federation, 2014.
Note: The analysis of seekers born before 1946 (over 70 years old) and with education level "less than high school" has been omitted because of a limited sample size. General Use Use for job search Gender
Female
84,3
39,5
Male
82,2
41,0 Year of birth
1946-1964
77,1
40,0
1965-1980
82,2
42,5
After 1981
84,2
38,8 Level of education completed
High School
84,2
47,4
College
83,7
39,5
Master or Doctoral Degree
72,4
51,7 Total
75,7
34,2
Among the different activities that can be done to search for jobs online, ones most frequently utilized by candidates include professional networking (52%) and researching potential employers’ online pages (52%). The submission of applications (37%) and the distribution of CVs (31%) are comparatively less frequent, therefore we can conclude that seekers use social media in a more “social” manner (tab. 2).
Tab. 2 - Use of Social Media for Specific Job Searching Activities.
Note: Multiple choice question. Rank Job searching activities: % Value
1°
Professional networking
52,3
2°
Researching potential employers' pages
52,1
3°
Check what other say about potential employers
45,7
4°
Searching for jobs
44,0
5°
Personal branding
37,9
6°
Submitting applications
36,8
7°
Distributing my CV
31,1

4
The use of social media for job search purposes is also related to the level IT skills possessed by candidate. Regarding the “self-evaluation of competences”, candidates seem to see themselves more skillful in their ability to communicate effectively (0,32) and to connect with others (0,32), but give significantly less importance to having a positive impact on the lives of others using social media (-0,16) (tab. 3).
Tab. 3 - Index of Expertise on Social Media.
Note: Index value from -1 (not at all confident) to very confident), value 0 if neutral position. Rank Task about expertise on Social Media Index
1°
I can communicate very effectively using social media
0,32
2°
I can use social media as an effective way of connecting with others
0,30
3°
I can find important and interesting information by reading other people's content on social media
0,23
4°
I can be very effective at using social media
0,09
5°
I can offer other people important and interesting information by posting on social media
0,00
6°
I can have a positive impact on the lives of others through social media
-0,16

5
A reported 65% of job seekers utilize social media to distribute their CV online. 61% of seekers were also contacted through social media by a recruiter at least once, with 17% receiving a job offer. Males are only slightly more active than females on social media (35% vs 34%), however, they tend to be contacted more often by recruiters (38% vs 32%), as well receive higher rates of job offers (15% vs 13%). There is also no definitive relationship between age, level of education, and the practices and outcomes of utilizing social recruitment (tab. 4)
Tab. 4 - Steps Taken to Get a Job by Socio-demographic Characteristics.
Note: The analysis of seekers born before 1946 (over 70 years old) and with education level "less than high school" has been omitted because of a limited sample size. Distributing CV Contacted by a recruiter Get the job Gender
Female
33,6
31,7
12,8
Male
35,0
37,6
14,8 Year of birth
1946-1964
53,1
34,3
11,4
1965-1980
40,2
37,8
12,5
After 1981
28,9
33,2
15,2 Highest level of education completed
High School
34,2
34,9
14,3
College
40,7
48,3
10,3
31,1
35,4
13,9 Total
65,3
61,2
17,3
Job seekers believe that, among the different elements displayed on companies’ profiles, the most attractive ones are presence of job ads (attractiveness index 0,41), followed by the presence of general information about the company (0,36) and personal content posted by the company (0,31). Social media profiles operated by the firms are largely perceived by Russian Candidates to be informational “dashboards” more than a relationship building channel (tab. 5).
Tab. 5 - Attractiveness Index of the Company’s Social Media Page.
Russian Federation, 2014.
Note: Index value from -1 (min attractiveness) to max attractiveness). Rank Elements on company's Social Media profile Index
1°
Job Postings (and ability to search for jobs)
0,41
2°
General company information (e.g. about, contact...)
0,36
3°
Comments posted by other users
0,31
4°
Recommendation on this company by relatives or contacts
0,29
5°
Company's interaction with users
0,24
6°
Pictures
0,21
7°
Content posted by the company
0,19
8°
Number of followers (e.g. fans, group members...)
0,15
9°
Firm popularity (likes, reviews...)
0,12

6
Among the different social networking sites, LinkedIn is considered to be only effective platform in terms of matching between supply and demand with an effectiveness index of 0,04 (the index assumes a value between -1, lowest effectiveness, and 1, greatest effectiveness). The “less ineffective” ones are Vkontakte (-0,35) and Facebook (-0,41) (fig. 2).
Fig. 2 - Effectiveness Index of Social Media for Recruitment Purposes.
Note: Index value from -1 (max ineffectiveness) to effectiveness), value 0 if neutral position.
If we look more closely at LinkedIn, we can see that this particular social network is slightly more appreciated by females. In terms of age, those who appreciate the capabilities LinkedIn more are all seekers born after 1965 (fig. 3).
Fig. 3 - Effectiveness Index of LinkedIn for Recruiting Purposes by Gender and by Year of Birth.
Notes: (1) Index value from -1 (max ineffectiveness) to effectiveness), value 0 if neutral position. 2) The analysis of seekers born before 1946 (over 70 years old) has been omitted because of a limited sample size.

7
Candidates tend to use Facebook maintain a professional image online (0,19), but by and large, they believe that the information displayed is seen mostly by friends (0,05). This confirms the notion that Facebook often tends to be seen as a social networking site that is orientated more towards friendships, as opposed to professional relationships.
Tab. 6 - Index of Agreement with Specific Statements Regarding a Candidate’s Private and Professional Image on Facebook.
Note: Index value from -1 (max disagreement) to agreement), value 0 if neutral position. Rank Statements about privacy Index
1°
It is important to maintain a professional image online
0,19
2°
I assume my profile is only viewed by friends
0,05
3°
My online image is important to my future
-0,04
4°
My profile can only be accessed by my friends
-0,28
5°
I work hard to maintain a professional image on my profile
-0,28
The elements most often presented on the web profiles of candidates from Russian Federation are personal information (0,80) and pictures (0,78), while the number of contacts, and the references comments posted by others are significantly less present. It is interesting to note that professional awards and prizes, which recruiters give considerable importance to, are often overlooked by candidates as relevant information to place on their profiles (0,61) (tab. 7).
Tab. 7 - Career Related Information Contained in Social Media Profile: Index of Attendance.
Note: Index value from -1 (fully absent element) to very attendant element). Rank Elements on Social Media profile Index
1°
Personal information (e.g. marital status, gender...)
0,80
2°
Pictures
0,78
3°
Content posted
0,72
4°
Professional experience
0,71
5°
Personality emerging from profile
0,68
6°
Hobbies and personal interests
0,67
7°
Number of contacts
0,66
8°
Professional prizes and awards
0,61
9°
References and comments posted by others
0,55

8
Tab 1.A - Generally speaking, which social networks do you use? Do you use them for job search?
No
Yes
Yes, for job search
Total
Facebook
47,5
47,6
5,0
100,0
YouTube
51,0
48,6
0,4
100,0
LinkedIn
53,3
15,0
31,7
100,0
Twitter
85,8
13,1
1,2
100,0
Google+
70,9
23,8
5,3
100,0
Blog
97,7
2,2
0,1
100,0
Tumblr
97,0
2,7
0,3
100,0
Pinterest
96,7
3,3
0,0
100,0
Instagram
75,7
23,7
0,6
100,0
Viadeo
97,6
1,4
1,0
100,0
Xing
99,2
0,8
0,0
100,0
Vkontakte
34,6
57,1
8,3
100,0
Odnoklassniki
62,2
36,3
1,5
100,0
Tab 2.A - How often do you look for jobs on social media?
% Value
Every day
14,8
Several times per week
25,0
At least once a week
19,4
At least once a month
40,8
Total
100,0
Tab 3.A - Use of social networks for job search, activities?
No
Yes
Total
Personal branding
62,1
37,9
100,0
Distributing my CV
68,9
31,1
100,0
Professional networking
47,7
52,3
100,0
Searching for jobs
56,0
44,0
100,0
Submitting applications
63,2
36,8
100,0
Researching potential employers' pages
47,9
52,1
100,0
Check what other say about potential employers
54,3
45,7
100,0

9
Tab 4.A - From 1 to 5, how effective are these social networks for job search?
1 (very ineffective)
2
3
4
5 (very effective)
I don't know
Total
Facebook
30,8
9,3
26,5
6,3
1,5
25,6
100,0
YouTube
49,0
8,8
13,1
1,7
0,8
26,7
100,0
LinkedIn
20,5
4,3
17,2
20,0
15,9
22,1
100,0
Twitter
40,8
7,5
13,8
2,2
0,5
35,1
100,0
Google+
33,7
8,0
15,7
4,8
3,5
34,3
100,0
Blog
38,1
5,9
10,5
1,3
0,4
43,7
100,0
Tumblr
39,2
5,9
9,5
0,4
0,3
44,7
100,0
Pinterest
39,0
5,9
9,2
0,5
0,0
45,3
100,0
Instagram
43,5
8,1
11,1
1,8
0,7
34,9
100,0
Viadeo
38,6
6,3
9,8
0,7
0,0
44,6
100,0
Xing
38,2
6,1
9,5
0,9
0,3
45,0
100,0
Vkontakte
31,6
9,5
21,5
10,1
4,4
22,8
100,0
Odnoklassniki
39,9
10,3
14,9
4,6
1,6
28,8
100,0
Tab 5.A - From 1 to 5, what career-related information does your social media profile contain?
1 (not at all)
2
3 (neutral)
4
5 (a lot)
Total
Personal information (e.g. marital status, gender...)
3,1
1,7
7,6
7,5
80,1
100,0
Personality emerging from profile
4,4
2,2
13,1
13,6
66,6
100,0
Pictures
4,2
0,7
7,7
9,7
77,7
100,0
Professional experience
5,2
2,1
10,7
9,3
72,8
100,0
Number of contacts
4,3
3,9
12,9
13,7
65,2
100,0
Hobbies and personal interests
4,5
3,1
11,5
16,3
64,5
100,0
Professional prizes and awards
7,9
3,4
12,3
10,9
65,5
100,0
References and comments posted by others
6,4
4,5
17,7
14,6
56,8
100,0
Content posted
4,3
1,8
11,3
11,0
71,5
100,0
Tab 6.A - From 1 to 5, how likely are you post the following items on your Facebook profile?
(ABSENT QUESTION)

10
Tab 7.A - From 1 to 5, indicate which extent you agree with the following statements in regards your Facebook profile. Russian Federation, 2014.
My profile can only be accessed by my friends
I assume my profile is only viewed by my friends
It is important to maintain a professional image online
I work hard to maintain a professional image on my profile
My online image is important to my future
1 (I strongly disagree)
43,1
25,4
15,2
32,0
21,6
2
4,6
5,9
4,9
14,5
9,7
3 (neutral)
32,0
31,9
35,8
38,9
39,4
4
5,5
7,8
14,0
7,7
12,8
5 (I strongly agree)
14,9
29,1
30,1
7,0
16,5
Total
100,0
100,0
100,0
100,0
100,0
Tab 8.A - Have you ever been contacted by a recruiter through your profile on social media platform?
% Value
No
64,6
Yes
35,4
Total
100,0
Tab 9.A - Did you get the job?
Note: Statistic calculated only for "Yes" answers of Tab. 8.A.
% Value
No
60,9
Yes
39,1
Total
100,0
Tab 10.A - Have you ever been asked for your password Facebook, or another social media platform, during a job interview?
(ABSENT QUESTION)
Tab 11.A - Did you reveal it?
(ABSENT QUESTION)
Tab 12.A - Do you think companies use social media to recruit?
% Value
No
36,2
Yes
27,0
I don't know
36,8
Total
100,0

11
Tab 13.A - From 1 to 5, how much do the following attract your attention on a company’s social media page?
1
(not at all)
2
3
(neutral)
4
5
(a lot)
Total
General company information (e.g. about, contact...)
16,1
2,7
15,8
24,9
40,6
100,0
Pictures
15,8
4,6
28,6
24,4
26,6
100,0
Number of followers (e.g. fans, group members...)
17,7
5,8
28,9
24,7
22,9
100,0
Firm popularity (likes, reviews...)
19,6
7,9
25,9
22,5
24,1
100,0
Company's interaction with users
16,5
3,4
24,3
27,5
28,3
100,0
Content posted by the company
16,1
7,4
26,9
21,4
28,1
100,0
Comments posted by other users
13,1
4,3
22,2
27,5
32,9
100,0
Job Postings (and ability to search for jobs)
13,4
2,4
16,2
24,6
43,5
100,0
Recommendation on this company by relatives or contacts
16,2
4,9
21,0
21,3
36,6
100,0
Tab 14.A - From 1 to 7, please indicate how certain you are that can perform each of the following tasks.
I can be very effective at using social media
I can have a positive impact on the lives of others through social media
I can offer other people important and interesting information by posting on social media
I can find important and interesting information by reading other people's content on social media
I can use social media as an effective way of connecting with others
I can communicate very effectively using social media
1 (not at all confident)
7,8
19,1
14,3
7,7
6,9
6,8
2
6,9
10,4
8,6
5,0
3,5
3,5
3
12,8
21,5
13,9
9,5
9,8
9,4
4 (neutral)
35,7
24,5
27,9
25,6
22,6
22,8
5
11,9
8,3
13,4
16,1
14,9
12,4
6
8,1
5,7
6,8
13,5
13,7
14,0
7 (very confident)
16,7
10,5
15,2
22,7
28,7
31,1
Total
100,0
100,0
100,0
100,0
100,0
100,0
Tab 15.A - Does your online or offline network include the following professions?
(ABSENT QUESTION)
Tab 16.A - Gender.
% Value
Female
42,0
Male
58,0
Total
100,0

12
Tab 17.A - Year of birth.
% Value
Before 1946
0,0
1946-1964
5,2
1965-1980
38,8
After 1981
56,0
Total
100,0
Tab 18.A - What is the highest level of education you have completed?
% Value
Less than High School
0,6
High School
2,9
Some College
57,4
2 or 3 year College Degree
11,4
4 or 5 year College Degree
23,3
4,4
Total
100,0
Tab 19.A - Field of study.
% Value
Education
6,0
Art and humanities
8,3
Social sciences, journalism and information
4,1
Business, administration and law
33,2
Natural sciences, mathematics and statistic
6,6
Information and Communication Technologies
10,2
Engineering, manufacturing and construction
17,9
Agriculture, forestry, fisheries and veterinary
1,2
Health and welfare
8,1
Services
4,4
Total
100,0
Tab 20.A - How many years of work experience do you have?
% Value
1 year or less
2,3
2 years
4,4
3-5 years
16,1
6-10 years
32,7
11-20 years
33,0
More than 20 years
11,5
Total
100,0

13
Tab 21.A - Employment status.
(ABSENT QUESTION)
Tab 22.A - Business area.
(ABSENT QUESTION)
Tab 23.A - What is your position?
% Value
Non manager
5,6
Middle manager
36,1
Manager
25,4
Senior manager and above
32,9
Total
100,0
Tab 24.A - Which department do you work in?
% Value
Controlling, Accounting & Finance
8,6
Purchasing
5,4
Manufacturing
11,6
Research & Development
4,0
Information Technology
8,1
Logistics
6,0
Sales
32,6
Marketing
8,3
Corporate Communication & PR
3,4
Human Resources
0,0
Quality Management
12,2
Total
100,0

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