Fig. 2 - Active Company Presence on Social Media by Industry. % Value. Netherlands, ,888,1 88,1 76,7 68,2 69,3 57,4 26,1 0,6 0,6 0 0,6 0,6

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2 in Netherlands. Recruiting is increasingly social and Adecco wants to know how it evolves. An international survey, that involved over candidates and Human Resources managers between March 18 and June 2, 2014, collected 176 responses from Dutch recruiters (127 complete responses and 49 partial responses), with the aim of understanding how firms use social media, which instruments they utilize, and what do they look for during the recruitment and selection processes for candidates. The sample is made of a majority of women (77%), recruiters born after 1981 (54%), mostly graduates (99%) with at least 5 years of experience (61%), employed in non-managerial positions (72%) in firms with more than 250 employees (85%), mostly recruiting agencies (91%). The report is structured in three areas: professional and corporate use of social media, the effectiveness of social media in the matching between supply and demand, and web reputation and its impact on recruitment processes. This report is concluded with a statistical appendix that offers a detailed analysis of the responses in the sample. 1

3 90% of respondents utilize at least one social networking site for professional purposes. The platform reported to be used most often is Facebook (57% of respondents), while the professional use of Instagram and YouTube follows at relatively close distances, being effective for 34% and 26% of respondents respectively. LinkedIn, although usually the most common professional networking site for individuals globally, appears to have a stronger presence of use specifically for company account profiles (68%) (fig. 1). Fig. 1 - Account on social media for professional use and active presence of company on social media.. Note: Total Social Media is the percentage proportion of respondents using at least one of the considered social media platforms. 100,0 90,0 80,0 70,0 60,0 50,0 40,0 30,0 20,0 10,0,0 57,4 76,7 26,1 10,8 68,2 69,3 10,8 13,1 2,8 2,8 2,8 1,1 20,5 34,1 0 0,6 0,6 0 0,6 0,6 89,888,1 Professional use by the recruiter Company's account Concerning corporate presence on social media, it appears that recruitment agencies (90%) are present most often when compared to the total number of companies from other industries who also utilize the various platforms (88%) (fig. 3). Fig. 2 - Active Company Presence on Social Media by Industry ,7 Recruiting 88,1 Total companies 2

4 Concerning the areas where the recruiters use of social media is either voluntary or mandatory, it is most commonly experienced in the recruiting sector (60% and 3% respectively). However, strong recommendations for the use of social media for recruitment purposes is relatively similar for both recruiting agencies and companies operating in other industries (36%) (fig. 5). Fig. 3 - Directives Regarding Recruiters Use of Social Media by Industry.. 100% 3,4 3,0 80% 60% 60,3 61,2 40% 20% 36,2 35,8 0% Recruiting Total companies Voluntary Highly recommended Mandatory More in depth, the most recurrent activities that are pursued through social media are job advertising (95%) and actively sourcing passive candidates (82%), followed closely by checking the validity of an applicant s CV (73%) (tab.1). Tab. 1 - Use of Social Media for Specific Recruitment Activities.. Note: Multiple choice question. Rank Recruiting activities: 1 Advertising jobs 94,5 2 Sourcing passive candidates 81,8 3 Checking an applicant's network 72,7 4 Receiving job applications 68,5 5 Employer branding 64,8 6 Checking the accuracy of an applicant's CV 61,8 7 Checking reference of an applicant 60,0 8 Checking content posted by an applicant 52,7 The motivation for companies to utilize social media as a part of their recruitment strategy mostly points towards quickly filling an open job vacancy (81%), as well as diversifying the company s recruitment channels (80%) (tab. 2). Tab. 2 - Objectives for the Use of Social Media in Recruitment Activities. Note: Multiple choice question. Rank Recruiting objectives 1 To quickly fill an open vacancy 81,1 2 To diversify recruitment channels 80,3 3 To increase the number of applications 76,4 4 To reach targeted applicants (e.g. demographics) 68,5 5 To improve the quality of applications 49,6 6 To decrease the budget of recruitment 19,7 3

5 When analyzing the different industries, we notice that there is very little difference in terms of using the internet as a recruitment tool between companies operating in the recruitment sector and companies operating in all other industries as of 2013 (58%). It is apparent that companies in all sectors have acknowledged the shift in candidate behavior and have modified their strategies accordingly (fig. 4). Fig. 4 - Percentage of Total Recruitment Activity Involving the Internet by Business Area ,8 57,6 70,8 0 Recruiting 2013 Total companies 2013 Total companies 2014 (forecast) Roughly 45% of recruiters have reported that they have attended training courses about the use of social media for recruitment purposes, which were provided by their company (tab 3). These sessions received a mostly positive rating from employees, with those who attended reporting an index of 0,34 and those who have yet to attend showing high expectations with a significantly higher rating of 0,62. Additionally, companies that have elaborated guidelines and policies for the use of social media in the Netherlands are rated at 70%. Tab. 3 - Training Sessions (from company) About How to Recruit Using Social Media. Note: Utility indices value from -1 (min utility) to 1 (max utility). The first is calculated using the answers from recruiters who have participated in training sessions, while the second one from recruiters who have yet to participate. / Indices Training sessions (Val %) 44,9 Utility index of training session made 0,34 Utility index of potential training session 0,62 4

6 The assessment of social media s usefulness for recruiters has reported a positive threshold (0,68) throughout the course of the survey signifying a current high level of usefulness in the industry. The effectiveness is such, that there has also been increased rates for the intention by recruiters to use social media in their recruitment campaigns within the next 12 months (0,73). We can attribute these significantly high data points to social media s ease of use (0,49), as well as the fact that recruiters strongly believe that they currently have the resources (0,42), knowledge (0,32), and skills necessary to successfully implement an effective social media recruitment campaign (tab. 4) Tab. 4 - Index of Agreement with Specific Statements Regarding the Use of Social Media for Recruitment. Note: Index value from -1 (max disagreement) to 1 (max agreement), value 0 if neutral position. Rank Statements Index 1 I intend to use social media in the next 12 months 0,73 2 I find social media useful in my job 0,68 3 It is easy for me to master social media 0,49 4 In general, my company supports the use of social media 0,44 5 Using social media increases my productivity 0,43 6 I have the resources necessary to use social media 0,42 7 I have the knowledge necessary to use social media 0,32 8 People who are important to me think I should use social media 0,23 9 A specific person (or group) is available for assistance with social media difficulties 0,14 Among the social networking sites available today, LinkedIn is strongly believed to be the most effective platform in the recruitment process with an effectiveness index of 0,73 (the index assumes a value between -1, lowest effectiveness, and 1, greatest effectiveness), followed at a large distance by Facebook (0,14) and Twitter (0,04). The less effective network is reported to be Blog (-0,24) (fig. 8). Fig. 5 - Effectiveness index of Social media for recruiting purpose. Note: Index value from -1 (max ineffectiveness) to 1 (max effectiveness), value 0 if neutral position. 5

7 LinkedIn continues to exhibit a strong recruitment purpose as its effectiveness, specifically for recruiting companies (0,81), is slightly higher than that of other sectors (0,75), however both indexes are seated in the extremely effective range (tab. 5). Tab. 5 - Effectiveness Index of LinkedIn for Recruitment Purposes by Industry. Note: Index value from -1 (max ineffectiveness) to 1 (max effectiveness), value 0 if neutral position. Industrial sector Index Recruiting 0,75 Total companies 0,73 6

8 Recruiters believe that, among the different elements displayed on candidates social media profiles, the most attractive ones are the presence of their listed professional experiences (attractiveness index 0,64), followed by references and comments posted by others in the candidate s network (0,49) that can be used to form a better picture of who the candidate is as a person. The importance of professional experiences matches the content that candidates regularly post to social media, however, even though references and comments posted play a big role for Dutch recruiters, Dutch candidates profiles often show a lesser importance towards this element (tab. 6). Tab. 6 - Attractiveness Index of the Applicant s Social Media Profile. Note: Index value from -1 (min attractiveness) to 1 (max attractiveness). Rank Elements on Social Media profile Index 1 Professional experience 0,64 2 References and comments posted by others 0,49 3 Personality emerging from profile 0,49 4 Pictures 0,42 5 Content posted by the applicant 0,38 6 Personal information (e.g. marital status, gender...) 0,27 7 Professional prizes and awards 0,20 8 Hobbies and personal interests 0,18 9 Number of contacts -0,27 The content that is posted to candidates different social media profiles plays a significant role in the recruitment process, as more than 47% of recruiters in The Netherlands have declared that they have discarded a candidate s application at least once, as a consequence of the information, pictures, and/or additional external content displayed on the candidate s online social media profile. The elements which seem to most negatively influence a candidate s web reputation are the presence of comments on activities that violate University or workplace policy (0,53), while the posting and tagging of informal pictures and selfies does not seem to be particularly interesting to recruiters regardless of the content expressed in the photo (-0,08) (tab. 7). Tab. 7 - Impact's index of Web Reputation on Recruitment. Note: Index value from -1 (almost never negative evaluation of the recruiter) to 1 (always negative evaluation of the recruiter). Rank Elements on applicant's Social Media profile Index 1 (most negative impact) Comments on participation in activities which are in violation of university or workplace policy 2 Comments on controversial topics (e.g. illegal drugs) 0,33 3 Controversial selfie / tagged photo (e.g. drinking alcohol) 0,05 0,53 4 (Least negative impact) Informal selfie or tagged photo (e.g. wearing a swimsuit) -0,08 A reported 6% of Netherlands recruiters admit having requested a candidate s password for Facebook or for another social networking site at least once (tab. 8). Tab. 8 - Have you ever asked an applicant for their password for Facebook, or another social media platform, during a job interview? Have asked an applicant for their password 5,6 7

9 Tab 1.A - Do you have an account on these social networks? If yes, is this for personal or professional use? No Yes, for personal use only Yes, also for professional use Total Facebook 10,8 57,4 31,8 100,0 YouTube 72,2 26,1 1,7 100,0 LinkedIn 5,7 10,8 83,5 100,0 Twitter 51,1 13,1 35,8 100,0 Google+ 72,7 18,8 8,5 100,0 Blog 94,9 2,8 2,3 100,0 Tumblr 96,0 2,8 1,1 100,0 Pinterest 77,8 20,5 1,7 100,0 Instagram 64,2 34,1 1,7 100,0 Viadeo 99,4 0,6 0,0 100,0 Xing 97,7 0,6 1,7 100,0 Tab 2.A - Does your company have an active presence on these social networks for recruiting purposes? If yes, since when? Yes, less than Yes, less Yes, over 2 No Total 1 year than 2 years years Facebook 23,3 17,6 25,6 33,5 100,0 YouTube 89,2 1,1 2,8 6,8 100,0 LinkedIn 31,8 9,7 18,2 40,3 100,0 Twitter 30,7 10,8 32,4 26,1 100,0 Google+ 89,8 4,5 1,7 4,0 100,0 Blog 97,2 0,0 1,7 1,1 100,0 Tumblr 98,9 0,6 0,0,6 100,0 Pinterest 100,0 0,0 0,0 0,0 100,0 Instagram 99,4 0,6 0,0 0,0 100,0 Viadeo 100,0 0,0 0,0 0,0 100,0 Xing 99,4 0,6 0,0 0,0 100,0 Tab 3.A - Is the professional use of social media in recruitment in your company? Voluntary 35,8 Highly recommended 61,2 Mandatory 3,0 8

10 Tab 4.A - Do you use social networks for the following recruiting activities? No Yes Total Employer branding 35,2 64,8 100,0 Advertising jobs 5,5 94,5 100,0 Sourcing passive candidates 18,2 81,8 100,0 Receiving job applications 31,5 68,5 100,0 Checking the accuracy of an applicant's CV 38,2 61,8 100,0 Checking an applicant's network 27,3 72,7 100,0 Checking content posted by an applicant 47,3 52,7 100,0 Checking reference of an applicant 40,0 60,0 100,0 Tab 5.A - What social networks and online tools do you use to check a candidate's online reputation? No Yes Total Facebook 21,8 78,2 100,0 YouTube 95,2 4,8 100,0 LinkedIn 16,4 83,6 100,0 Twitter 66,7 33,3 100,0 Google+ 86,1 13,9 100,0 Blog 97,0 3,0 100,0 Tumblr 99,4 0,6 100,0 Pinterest 97,6 2,4 100,0 Instagram 94,5 5,5 100,0 Viadeo 99,4 0,6 100,0 Xing 98,8 1,2 100,0 Google or other search engines 72,7 27,3 100,0 Tab 6.A - Recruiting objectives for using social media. To improve the quality of applications 49,6 To increase the number of applications 76,4 To quickly fill an open vacancy 81,1 To decrease the budget of recruitment 19,7 To reach targeted applicants (e.g. demographics) 68,5 To diversify recruitment channels 80,3 9

11 Tab 7.A - From 1 to 5, how effective do you find these social networks for recruiting? 1 5 I don't (very (very know ineffective) effective) Facebook 7,1 14,2 26,5 29,0 12,3 11,0 100,0 YouTube 18,3 6,5 18,3 3,9 0,0 52,9 100,0 LinkedIn 0,6 1,3 9,7 27,1 58,1 3,2 100,0 Twitter 12,3 7,1 22,7 22,7 7,1 27,9 100,0 Google+ 9,2 5,9 21,6 3,3 0,7 59,5 100,0 Blog 10,4 3,2 17,5 0,0 0,0 68,8 100,0 Tumblr 9,7 1,3 15,6 0,0 0,0 73,4 100,0 Pinterest 10,5 2,0 15,7 0,0 0,7 71,2 100,0 Instagram 11,1 2,6 16,3 0,0 0,7 69,3 100,0 Viadeo 9,8 1,3 15,0 0,0 0,0 73,9 100,0 Xing 9,7 1,3 15,6 0,6 0,0 72,7 100,0 Total Tab 8.A - Have you ever excluded a candidate from the recruitment process because of online information, photos or content on their social media profile? No 52,9 Yes 47,1 Tab 9.A - From 1 to 5, how likely are you to negatively assess a job applicant with the following items on his/her Facebook profile? Informal selfie or tagged photo (e.g. wearing a swimsuit) Controversial selfie / tagged photo (e.g. drinking alcohol) Comments on controversial topics (e.g. illegal drugs) Comments on participation in activities which are in violation of university or workplace policy 1 (very unlikely) 22,9 17,4 8,3 5,6 2 9,7 11,1 3,5 2,1 3 (neutral) 36,1 27,8 25,7 16,7 4 22,2 31,3 39,6 32,6 5 (very likely) 9,0 12,5 22,9 43,1 100,0 100,0 100,0 10

12 Tab 10.A - From 1 to 5, how much do the following attract your attention on an applicant s social media profile? Total (not at all) (neutral) (a lot) Personal information (e.g. marital status, gender...) 9,9 4,2 32,4 28,2 25,4 100,0 Personality emerging from profile 2,8 2,1 19,0 46,5 29,6 100,0 Pictures 1,4 5,6 26,1 42,3 24,6 100,0 Professional experience 2,1 0,7 12,8 36,2 48,2 100,0 Number of contacts 26,2 27,0 27,7 12,8 6,4 100,0 Hobbies and personal interests 6,4 9,2 39,0 33,3 12,1 100,0 Professional prizes and awards 9,2 8,5 28,4 41,1 12,8 100,0 References and comments posted by others 2,8 6,3 19,0 33,8 38,0 100,0 Content posted by the applicant 2,8 6,4 26,2 41,8 22,7 100,0 Tab 11.A - Have you ever asked an applicant for their password for Facebook, or another social media platform, during a job interview? No 94,4 Yes 5,6 Tab 12.A - Regarding the use of social media in your job as a recruiter, please indicate the level of your agreement or disagreement with the following statements on a scale of 1 to 7. 1 (I strongly disagree) (neutral) (I strongly agree) I find social media useful in my job 0,8 0,8 0,0 6,9 19,1 29,8 42,7 100 Using social media increases my productivity 1,5 2,3 4,6 16,8 29,0 24,4 21,4 100 It is easy for me to master social media 0,8 4,6 3,8 9,2 26,0 31,3 24,4 100 People who are important to me think I should use social media 6,9 2,3 6,1 32,8 17,6 21,4 13,0 100 In general, my company supports the use of social media 1,5 3,8 1,5 19,1 23,7 30,5 19,8 100 I have the resources necessary to use social media 1,5 4,6 8,4 9,2 23,7 34,4 18,3 100 I have the knowledge necessary to use social media 1,5 6,1 6,9 16,0 32,1 26,0 11,5 100 A specific person (or group) is available for assistance with social 4,6 7,6 10,7 28,2 22,9 19,1 6,9 100 media difficulties I intend to use social media in the next 12 months 0,8 2,3 1,5 6,1 6,1 29,0 54,2 100 Total 11

13 Tab 13.A - What percentage of your total recruitment activity involves the internet? In ,6 In 2014 (forecast) 70,8 Tab 14.A Assuming total online recruitment is 100, what share does each tool represent? Careers section on company website 21,8 Online recruiting sites 46,1 Social media 26,5 Mobile apps 5,6 Tab 15.A - Do you think the importance of the following recruitment tools will change in your company next year? Careers section on company website Online recruiting sites Social media Mobile apps Less important 7,8 5,5 0,8 13,3 No change 48,4 29,7 14,1 24,2 More important 43,8 64,8 85,2 62,5 100,0 100,0 100,0 Tab 16.A - Have you had (from your company) any training sessions about how to recruit using social media? No 55,1 Yes 44,9 Tab 17.A - Was training session helpful? Note: Statistic calculated only for "Yes" answers of Tab. 16.A. 1 (not at all) 0,0 2 7,3 3 5,5 4 (neutral) 14,5 5 36,4 6 23,6 7 (a lot) 12,7 12

14 Tab 18.A - Do you think such training could be useful? Note: Statistic calculated only for "No" answers of Tab. 16.A. 1 (not at all) 1,4 2 0,0 3 1,4 4 (neutral) 8,6 5 21,4 6 31,4 7 (a lot) 35,7 Tab 19.A - Does your company have any guidelines policy to manage social media? (e.g. crisis situations, day-to-day social media scenarios...). No 3,2 Yes 69,8 I don't know 27,0 Tab 20.A - What kind of candidate profiles do you search for on social networks? Non Manager 76,4 Middle manager 71,7 Manager 54,3 Senior manager and above 43,3 Controlling, Accounting & Finance 61,4 Purchasing 52,8 Manufacturing 39,4 Research & Development 37,0 Information Technology 40,2 Logistics 44,9 Sales 66,9 Marketing 57,5 Corporate Communication & PR 39,4 Human Resources 60,6 Quality Management 38,6 Tab 21.A - Gender. Female 76,6 Male 23,4 13

15 Tab 22.A - Year of birth. Before , , ,5 After ,9 Tab 23.A - What is the highest level of education you have completed? High School 0,8 Some College 0,0 2 or 3 year College Degree 24,4 4 or 5 year College Degree 70,1 Master or Doctoral Degree 4,7 Tab 24.A - How many years of experience do you have as a recruiter? 1 year or less 8,7 2 years 4,7 3-5 years 25, years 33, years 22,8 More than 20 years 5,5 Tab 25.A - What is your position? Non manager 71,7 Middle manager 13,4 Manager 15,0 Senior manager and above 0,0 Tab 26.A - Company size. Micro: < 10 people 8,7 Small: < 50 2,4 Medium: < 250 3,9 Large: over ,0 14

16 Tab 27.A - Does your company have a corporate website? No 0,8 Yes 99,2 Tab 28.A - Business area. Oil & Gas 0,0 Chemicals 0,0 Basic Resources 0,8 Construction & Materials 0,0 Industrial Goods & Services 0,8 Automobiles & Parts 0,0 Food & Beverage 0,0 Personal & Household Goods 0,0 Health Care 0,0 Retail 0,8 Media 0,8 Travel & Leisure 0,0 Telecommunications 0,0 Utilities 0,0 Banks 0,0 Insurance 1,6 Real Estate 0,0 Financial Services 2,4 Technology 1,6 Recruiting 91,3 15

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