REPORT 2014 Eastern Europe and MENA

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1 Find out how companies and jobseekers use social media in the job market. REPORT 2014 Eastern Europe and MENA 1

2 The Use of Social Media in the Matching Between Supply and Demand within the Labor Market. The Recruiters Perspective in Eastern Europe and MENA. 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 607 responses from recruiters in Eastern Europe and MENA 1 (409 complete responses and 198 partial responses 2 ), 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 (75%), recruiters born after 1981 (64%), mostly with a Master s or doctoral degree (36%), with 3-5 years of experience (28%), employed in nonmanagerial positions (48%) in firms with more than 250 employees (50%), mostly recruiting agencies (63%) or construction & materials (15%). 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 Eastern Europe and MENA includes: Bulgaria, Czech Republic, Greece, Croatia, Hungary, Morocco, Poland, Romania, Russia, Slovenia, Slovakia, Turkey, Tunisia, Arab Emirates, and Ukraine. 2 The total values reported in the tables and figures also include the partial responses, which did not provide information about the profile of the company in regards to its sector or size. Therefore, they may present a value that is not included in the range of values for the profile of the company. 1

3 1. Professional and Corporate Use of Social Media 73% of respondents utilize at least one social networking site for professional purposes. The platform reported to be used most often is Facebook (47% of respondents), while the professional use of YouTube and Instagram follows at relatively close distances, being effective for 37% and 22% 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 - Accounts on Social Media for Professional Use and Active Company Presence on Social Media.. Note: Total Social Media is the percentage proportion of respondents using at least one of the considered social media platforms Professional use by the recruiter Company's account 2

4 As concerns those companies, which are active on social media, it appears that the use of social media is directly proportional to the size of the firm, being used most often by large sized companies (85% who employee at least 250 employees have a profile on at least one social networking site), and least so by Micro businesses (less than 10 employees with 47% having at least one active social media profile). However, small sized companies (less than 10 employees) break from the trend, having an active presence of 75% making it the second most active type of business by size (fig. 2). Fig. 2 - Active Company Presence on Social Media by Company Size ,1 73,0 Micro: < 10 people 81,7 Small: < 50 74,7 Medium: < ,6 Large: over 250 % by company size % in total companies Concerning corporate presence on social media, it appears that recruitment agencies (92%) are present most often when compared to the total number of companies from other industries who also utilize the various platforms (73%) (fig. 3). Fig. 3 - Active Company Presence on Social Media by Industry (first 4).. 3

5 ,4 50,0 73,0 57,1 Recruiting Food & Beverage Industrial Goods & Services 72,7 Telecommunications % in main industries % in total companies The use of social media by Human Resource Managers is more often than not voluntary for all business sizes, with average percentages equating to roughly 52%, and greater rates being exhibited by Micro businesses (71%). It is mandatory only in a small percentage of cases (8%), with a slightly higher percentage again being exhibited by Micro businesses (12%). Overall, we can see that Eastern EU and MENA companies have realized the importance and usability of social recruiting and are adopting the strategy accordingly (fig. 4). Fig. 4 - Directives Regarding Recruiters Use of Social Media by Company Size.. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 9,5 12,2 10,1 5,0 7,7 19,0 71,4 Micro: < 10 people 43,9 43,9 Small: < 50 Medium: < ,4 46,8 39,9 52,5 48,3 52,4 Large: over 250 Total Voluntary Highly recommended Mandatory 4

6 Concerning the areas where the recruiters use of social media is either strongly recommended or mandatory, it is most commonly experienced in the sectors such as Recruiting and Food & Beverage, where there are high usage levels of social media for Human Resource practices, with the recruiting sector exhibiting the highest rate (60%) (tab. 1). Tab. 1 - Directives Regarding Recruiters Use of Social Media by Industry (first 4): % of "Highly recommended or mandatory". Industry. Recruiting 60,0 Food & Beverage 31,3 Industrial Goods & Services 28,6 Telecommunications 54,5 Total 47,6 More in depth, the most recurrent activities that are pursued through social media are job advertising (72%), actively sourcing passive candidates (68%), and receiving candidate job applications (61%) (tab.2). Tab. 2 - Use of Social Media for Specific Recruitment Activities.. Note: Multiple choice question. Rank Recruiting activities: 1 Advertising jobs 72,4 2 Sourcing passive candidates 68,3 3 Receiving job applications 61,3 4 Employer branding 60,3 5 Checking the accuracy of an applicant's CV 59,7 6 Checking an applicant's network 55,4 7 Checking content posted by an applicant 50,6 8 Checking reference of an applicant 49,4 The motivation for companies to utilize social media as a part of their recruitment strategy mostly points towards increasing the number of applications received from candidates (46%), as well as diversifying recruitment channels (45%) (tab. 3). Tab. 3 - Objectives for the Use of Social Media in Recruitment Activities. Note: Multiple choice question. Rank Recruiting objectives 1 To increase the number of applications 46,3 2 To diversify recruitment channels 44,6 3 To reach targeted applicants (e.g. demographics) 43,3 4 To quickly fill an open vacancy 42,5 5 To improve the quality of applications 40,5 6 To decrease the budget of recruitment 32,3 5

7 The tendency for companies to utilize various internet channels, not solely social networks, in their recruitment efforts has increased tremendously in the last few years. In 2013, roughly 55% of total recruitment activity involved general web based processes and the usage percentage for 2014 is expected to increase even further to 62%. Although all companies have a high prepotency for social media activity, it is apparent that companies with less than 50 employees utilize digital resources to a greater extent (60%) (fig. 5). Fig. 5 - Percentage of Total Recruitment Activity Involving the Internet by Company Size ,2 60,3 56,3 62,1 55,3 51,5 0 Micro: < 10 people Small: Medium: < 50 < 250 % by company size % in total companies (2013) % in total companies (2014 forecast) Large: over 250 When analyzing the different industries, we notice that there was relatively 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 (55%). The telecommunications sector however, was by the far the leader with 63% of total recruitment for the sector being done through social media. It is apparent that companies in all sectors have acknowledged the shift in candidate behavior and have modified their strategies accordingly (fig. 6). Fig. 6 - Percentage of Total Recruitment Activity Involving the Internet by Business Area (first 4) ,1 55, ,0 47,0 58,7 62, Recruiting Food & Beverage Industrial Goods & Services Telecommunications % by industry % in totale companies 2013 % in total companies (2014 forecast) 6

8 Roughly 31% 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 4). These sessions received a mostly positive rating from employees, with those who attended reporting an index of 0,25 and those who have yet to attend showing high expectations with a rating of 0,39. Additionally, companies that have elaborated guidelines and policies for the use of social media in Eastern EU and MENA are rated at 27%. Tab. 4 - 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 one is calculated using the answer of recruiters that have had training sessions the second one of recruiters that have not had them. / Indices Training sessions (Val %) 31,5 Utility index of training session made 0,25 Utility index of potential training session 0,39 7

9 2. The Effectiveness of Social Media in the Matching Between Supply and Demand The assessment of social media s usefulness for recruiters has reported a positive threshold (0,44) 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 (0,60). We can attribute these significantly high data points to social media s ease of use (0,42), as well as the fact that recruiters strongly believe that they currently have the knowledge (0,46), resources (0,41), and skills necessary to successfully implement an effective social media recruitment campaign (tab. 5) Tab. 5 - 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 0,60 2 I have the knowledge necessary to use social media 0,46 3 I find social media useful in my job 0,44 4 It is easy for me to master social media 0,42 5 I have the resources necessary to use social media 0,41 6 Using social media increases my productivity 0,29 7 In general, my company supports the use of social media 0,25 8 People who are important to me think I should use social media 0,11 9 A specific person (or group) is available for assistance with social media difficulties 0,07 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 0,66 (the index assumes a value between -1, lowest effectiveness, and 1, greatest effectiveness), followed by Facebook at 0,10. The less effective networks are reported to be Twitter(-0,27) and Xing (-0,47) (fig. 8). Fig. 7 - Effectiveness index of Social media for recruiting purpose. Note: Index value from -1 (max ineffectiveness) to 1 (max effectiveness), value 0 if neutral position. 8

10 Focusing solely on LinkedIn, it is apparent that the perceived effectiveness of the platform is highest among large corporations (0,71) who employ more than 250 people (fig, 8). Additionally, LinkedIn continues to exhibit strong recruitment capabilities, as its effectiveness specifically for recruiting companies (0,74), is slightly higher than that of the total other sectors (0,66), however both indexes are seated in the extremely effective range (tab. 6). Fig. 8 - Effectiveness Index of LinkedIn for Recruitment Purposes by Company Size. Note: Index value from -1 (max ineffectiveness) to 1 (max effectiveness), value 0 if neutral position. Tab. 6 - Effectiveness Index of LinkedIn for Recruitment Purposes by Industry (first 4). Note: Index value from -1 (max ineffectiveness) to 1 (max effectiveness), value 0 if neutral position. Industrial sector Index Telecommunications 0,73 Recruiting 0,74 Food & Beverage 0,43 Industrial Goods & Services 0,50 Total 0,66 9

11 3. Web Reputation and its Impact on Recruitment Processes 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 0,68), ), followed by professional prizes and awards (0,46) which can be used to help recruiters form a better understanding of who the candidate is in terms of professionalism and work ethic. The importance of professional experiences matches the content that candidates regularly post to social media, however, even though prizes and awards play a big role for Eastern EU and MENA recruiters, Eastern EU and MENA candidates profiles often show a lesser importance towards this element (tab. 7). Tab. 7 - 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 0,68 2 Professional prizes and awards 0,46 3 Personality emerging from profile 0,31 4 Content posted by the applicant 0,30 5 References and comments posted by others 0,20 6 Pictures 0,13 7 Personal information (e.g. marital status, gender...) 0,11 8 Hobbies and personal interests 0,06 9 Number of contacts -0,09 The content that is posted to candidates different social media profiles plays a significant role in the recruitment process, as more than 39% of recruiters in Eastern EU/MENA 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 a 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 the participation of activities that violate University or workplace policy (0,33), 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 (-0,39) (tab. 7). Tab. 8 - 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 Comments on participation in activities which are in 0,33 impact) violation of university or workplace policy 2 Comments on controversial topics (e.g. illegal drugs) 0,21 3 Controversial selfie / tagged photo (e.g. drinking alcohol) -0,07 4 (Least negative impact) Informal selfie or tagged photo (e.g. wearing a swimsuit) -0,39 A reported 12% of Eastern Europe and MENA recruiters admitted having requested a candidate s password of Facebook or of another social network site at least once. Tab. 9 - 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 11,6 10

12 Statistical Appendix 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 16,3 46,8 36,9 100,0 YouTube 52,4 37,2 10,4 100,0 LinkedIn 18,0 22,1 60,0 100,0 Twitter 69,4 18,0 12,7 100,0 Google+ 54,7 31,5 13,8 100,0 Blog 89,6 5,1 5,3 100,0 Tumblr 94,7 4,0 1,3 100,0 Pinterest 87,3 9,9 2,8 100,0 Instagram 70,7 22,2 7,1 100,0 Viadeo 93,4 3,5 3,1 100,0 Xing 91,6 4,1 4,3 100,0 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 35,6 15,2 18,8 30,5 100,0 YouTube 80,6 4,3 4,9 10,2 100,0 LinkedIn 36,7 11,5 20,6 31,1 100,0 Twitter 75,8 5,9 9,4 8,9 100,0 Google+ 86,2 3,6 5,4 4,8 100,0 Blog 91,8 1,3 3,8 3,1 100,0 Tumblr 97,5 0,8 1,3,3 100,0 Pinterest 96,5 1,2 1,6 0,7 100,0 Instagram 93,2 2,8 2,1 1,8 100,0 Viadeo 96,9 0,7 2,0 0,5 100,0 Xing 96,9 0,7 1,6 0,8 100,0 Tab 3.A - Is the professional use of social media in recruitment in your company? Voluntary 52,4 Highly recommended 39,9 Mandatory 7,7 Tab 4.A - Do you use social networks for the following recruiting activities? 11

13 No Yes Total Employer branding 39,7 60,3 100,0 Advertising jobs 27,6 72,4 100,0 Sourcing passive candidates 31,7 68,3 100,0 Receiving job applications 38,7 61,3 100,0 Checking the accuracy of an applicant's CV 40,3 59,7 100,0 Checking an applicant's network 44,6 55,4 100,0 Checking content posted by an applicant 49,4 50,6 100,0 Checking reference of an applicant 50,6 49,4 100,0 Tab 5.A - What social networks and online tools do you use to check a candidate's online reputation? No Yes Total Facebook 42,5 57,5 100,0 YouTube 90,7 9,3 100,0 LinkedIn 25,4 74,6 100,0 Twitter 82,5 17,5 100,0 Google+ 87,5 12,5 100,0 Blog 91,1 8,9 100,0 Tumblr 96,4 3,6 100,0 Pinterest 96,0 4,0 100,0 Instagram 91,7 8,3 100,0 Viadeo 96,2 3,8 100,0 Xing 95,6 4,4 100,0 Google or other search engines 74,4 25,6 100,0 Tab 6.A - Recruiting objectives for using social media. To improve the quality of applications 40,5 To increase the number of applications 46,3 To quickly fill an open vacancy 42,5 To decrease the budget of recruitment 32,3 To reach targeted applicants (e.g. demographics) 43,3 To diversify recruitment channels 44,6 12

14 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 8,4 11,2 34,6 23,7 11,4 10,8 100,0 YouTube 32,8 12,9 15,1 2,6 2,6 34,1 100,0 LinkedIn 3,0 2,8 7,1 27,0 49,8 10,3 100,0 Twitter 19,4 10,0 19,0 5,4 5,7 40,5 100,0 Google+ 24,4 8,0 17,5 4,3 5,4 40,5 100,0 Blog 25,1 9,5 12,5 4,5 3,9 44,5 100,0 Tumblr 27,9 8,4 11,7 1,3 2,6 48,2 100,0 Pinterest 28,5 7,5 11,2 0,9 3,3 48,7 100,0 Instagram 30,1 8,3 11,1 1,3 3,3 46,0 100,0 Viadeo 27,5 6,1 10,0 2,6 3,9 49,9 100,0 Xing 25,5 6,1 11,8 2,6 3,7 50,2 100,0 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 61,3 Yes 38,7 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) 43,2 23,7 13,1 12,1 2 10,9 17,2 9,8 6,3 3 (neutral) 31,8 23,5 25,5 19,7 4 8,6 19,7 25,8 26,8 5 (very likely) 5,6 15,9 25,8 35,1 100,0 100,0 100,0 13

15 Tab 10.A - From 1 to 5, how much do the following attract your attention on an applicant s social media profile? Eastern Europe and MENA, Total (not at all) (neutral) (a lot) Personal information (e.g. marital status, gender...) 12,2 10,0 38,4 22,0 17,3 100,0 Personality emerging from profile 6,9 8,9 25,3 33,9 25,1 100,0 Pictures 9,6 11,1 36,0 30,0 13,3 100,0 Professional experience 3,1 2,0 8,9 27,1 59,0 100,0 Number of contacts 19,4 17,0 37,7 15,0 10,9 100,0 Hobbies and personal interests 9,1 15,7 38,4 27,1 9,8 100,0 Professional prizes and awards 4,2 4,0 19,3 39,6 32,9 100,0 References and comments posted by others 9,3 11,7 28,5 29,9 20,6 100,0 Content posted by the applicant 6,2 6,2 31,7 33,9 22,0 100,0 Tab 11.A - Have you ever asked an applicant for their password for Facebook, or another social media platform, during a job interview? No 88,4 Yes 11,6 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 4,3 1,9 4,5 17,6 24,0 14,3 33,3 100 Using social media increases my productivity 5,7 5,5 7,9 21,2 20,8 15,8 23,2 100 It is easy for me to master social media 3,6 2,4 5,5 19,1 19,8 22,9 26,7 100 People who are important to me think I should use social media 8,4 7,7 7,9 33,0 16,3 14,8 12,0 100 In general, my company supports the use of social media 8,4 6,0 6,2 19,8 18,9 21,7 19,1 100 I have the resources necessary to use social media 4,1 3,1 5,0 17,0 20,9 22,5 27,3 100 I have the knowledge necessary to use social media 3,1 3,1 4,1 13,8 22,4 25,5 27,9 100 A specific person (or group) is available for assistance with social 14,8 7,6 9,1 22,9 14,3 17,9 13,4 100 media difficulties I intend to use social media in the next 12 months 2,9 1,0 3,6 11,2 15,8 19,6 46,1 100 Total 14

16 Tab 13.A - What percentage of your total recruitment activity involves the internet? In ,3 In 2014 (forecast) 62,1 Tab 14.A Assuming total online recruitment is 100, what share does each tool represent? Careers section on company website 24,5 Online recruiting sites 48,3 Social media 21,3 Mobile apps 6,0 Tab 15.A - Do you think the importance of the following recruitment tools will change in your company next year? Eastern Europe and MENA, Careers section on company website Online recruiting sites Social media Mobile apps Less important 7,8 7,6 5,9 9,3 No change 63,7 56,3 35,4 39,0 More important 28,5 36,1 58,8 51,7 100,0 100,0 100,0 Tab 16.A - Have you had (from your company) any training sessions about how to recruit using social media? Eastern Europe and MENA, No 68,5 Yes 31,5 Tab 17.A - Was training session helpful? Note: Statistic calculated only for "Yes" answers of Tab. 16.A. 1 (not at all) 2,6 2 3,9 3 1,3 4 (neutral) 39,5 5 25,0 6 15,8 7 (a lot) 11,8 15

17 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) 4,2 2 3,1 3 1,6 4 (neutral) 25,7 5 21,5 6 16,8 7 (a lot) 27,2 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 30,3 Yes 27,2 I don't know 42,5 Tab 20.A - What kind of candidate profiles do you search for on social networks? Non Manager 37,1 Middle manager 38,4 Manager 45,0 Senior manager and above 35,3 Controlling, Accounting & Finance 33,1 Purchasing 25,4 Manufacturing 26,9 Research & Development 22,2 Information Technology 31,0 Logistics 27,3 Sales 42,8 Marketing 33,9 Corporate Communication & PR 26,0 Human Resources 31,6 Quality Management 22,9 Tab 21.A - Gender. Female 75,2 Male 24,8 16

18 Tab 22.A - Year of birth. Before , , ,1 After ,7 Tab 23.A - What is the highest level of education you have completed? Less than High School 1,0 High School 6,0 Some College 18,7 2 or 3 year College Degree 9,0 4 or 5 year College Degree 29,9 Master or Doctoral Degree 35,6 Tab 24.A - How many years of experience do you have as a recruiter? 1 year or less 19,3 2 years 16,8 3-5 years 27, years 25, years 9,4 More than 20 years 1,2 Tab 25.A - What is your position? Non manager 47,9 Middle manager 19,9 Manager 22,1 Senior manager and above 10,2 17

19 Tab 26.A - Company size. Micro: < 10 people 5,2 Small: < 50 20,3 Medium: < ,6 Large: over ,9 Tab 27.A - Does your company have a corporate website? No 11,7 Yes 88,3 Tab 28.A - Business area. Oil & Gas 0,5 Chemicals 1,3 Basic Resources 1,5 Construction & Materials 2,3 Industrial Goods & Services 3,5 Automobiles & Parts 1,8 Food & Beverage 4,0 Personal & Household Goods 0,8 Health Care 2,8 Retail 2,3 Media 1,8 Travel & Leisure 1,3 Telecommunications 2,8 Utilities 1,0 Banks 1,3 Insurance 0,5 Real Estate 0,5 Financial Services 1,8 Technology 5,8 Recruiting 62,8 18

Fig. 2 - Active Company Presence on Social Media by Industry. % Value. Netherlands, 2014. 89,888,1 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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