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2 in Switzerland. 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 303 responses from Swiss recruiters (124 complete responses and 179 partial responses 1 ), 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 men (62%), recruiters born between 1965 and 1980 (54%), mostly graduates (54%) with at least 5 years of experience (65%), employed in managerial positions in firms with more than 250 employees (40%), mostly industrial companies (24%) 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 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 60% of respondents utilize at least one social media networking site for professional purposes. The platform reported to be used most often is Facebook (37% of respondents), while the professional use of YouTube and LinkedIn follow at relatively close distances, being effective for 20% and 17% 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 (19%) (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. 70,0 60,0 50,0 40,0 30,0 20,0 10,0,0 36,6 25,7 19,8 8,6 19,1 16,8 11,2 9,9 2,3 2,6 0,7 1,3 2,6 0,3 8,6 1,7 2,0 1,0 8,3 21,5 59,7 41,9 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 (60% who employee at least 250 employees have a profile on at least one social networking site), followed by medium (56% with less than 250 employees), small (40% with less than 50 employees), and Microbusinesses (20% with less than 10 employees) respectively. Individually, large companies also appear to utilize social media more than the total number of companies across the multiple industries (42%) (fig. 2). 70 Fig. 2 - Active Company Presence on Social Media by Company Size ,9 55,9 60, ,0 40,0 0 Micro: < 10 people Small: < 50 Medium: < 250 Large: over 250 % by company size % in total companies Concerning the corporate presence of social media, it appears that firms operating in the Food & Beverage industry (64%) are present most often on social media, followed closely by the Technology sector (63%), both of which utilize social media more than the total average number of companies operating in Switzerland. Fig. 3 - Active Company Presence on Social Media by Industry (first 4).. Note: The recruiting industry is not considered in the figure because it is not one of the first 4 most common industries (only 3 respondent) ,9 63,6 62, ,4 31,6 0 Industrial Goods & Services Construction & Materials Food & Beverage Technology % in main industries % in total companies 3

5 The use of social media by Human Resource Managers is more often than not voluntary for each of the different sized categories of business. Business size, however, does not seem to play a relevant role in whether or not social media use is voluntary, as the results are scattered with medium sized (less than 250 employees) businesses reporting the highest average use percentage of 88%, followed by Micro (less than 10 employees) businesses, with average use percentages of 80%, large (more than 250 employees) businesses, with average use percentages of 78%, and lastly small (less than 50 employees) businesses, with average use percentages of 77%. Its use is also mandatory in only a small percentage of cases (2%), with a slightly higher percentage being seen for small business (3%). Overall, we can see that Swiss 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% 20,0 80,0 76,7 Micro: < 10 people 3,3 11,8 2,0 1,4 12,9 20,0 20,0 88,2 Small: < 50 Medium: < ,0 Large: over ,7 Total Voluntary Highly recommended Mandatory Concerning the areas where the recruiters use of social media is either strongly recommended or mandatory, it is most commonly experienced in the industries that utilize social media for Human Resource practices more frequently, once again being the Food & Beverage sector (36%) (tab. 1). Tab. 1 - Directives Regarding Recruiters Use of Social Media by Industry (first 4): % of "Highly recommended or mandatory".. Note: The recruiting industry is not considered in the figure because it is not one of the first 4 most common industries (only 3 respondent). Industry Industrial Goods & Services 9,1 Construction & Materials 5,3 Food & Beverage 36,4 Technology 12,5 Total 14,3 4

6 More in depth, the most recurrent activities that are pursued through social media are job advertising (38%), followed by checking the validity of an applicant s CV (37%), and checking the strength and sentiment of an applicant s network (30%) (tab. 2). Tab. 2 - Use of Social Media for Specific Recruitment Activities.. Note: Multiple choice question. Rank Recruiting activities: 1 Advertising jobs 37,8 2 Checking the accuracy of an applicant's CV 36,9 3 Checking an applicant's network 30,4 4 Sourcing passive candidates 28,1 5 Employer branding 27,6 6 Checking content posted by an applicant 26,7 7 Checking reference of an applicant 20,3 8 Receiving job applications 19,4 The motivation for companies to utilize social media as a part of their recruitment strategy mostly points towards the ability to maintain a strong budget (44%) and to receive applications from a specifically targeted audience (41%) (tab. 3). Tab. 3 - Objectives for the Use of Social Media in Recruitment Activities. Note: Multiple choice question. Rank Recruiting objectives 1 To decrease the budget of recruitment 43,5 2 To reach targeted applicants (e.g. demographics) 41,1 3 To diversify recruitment channels 38,7 4 To quickly fill an open vacancy 37,9 5 To improve the quality of applications 32,3 6 To increase the number of applications 31,5 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 43% of total recruitment activities involved general web based processes and the usage percentage for 2014 is expected to increase even further to 50%. Although all companies have a high prepotency for social media activities, it is apparent that companies with more than 250 employees utilize digital resources to a greater extent (55%) (fig. 6). Fig. 5 - Percentage of Total Recruitment Activity Involving the Internet by Company Size.. 5

7 ,2 43,3 54, ,1 36, , 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 the differences in terms of using the internet as a recruitment tool between companies operating in the different sectors is significantly similar to the number of companies who have social media accounts with the Food & Beverage industry who utilize the resources most often (57%), with the Construction & Materials industry reporting the lowest utilization percentage (30%) (fig., 6). Fig. 6 - Percentage of Total Recruitment Activity Involving the Internet by Business Area (first 4).. Note: The recruiting industry is not considered in the figure because it is not one of the first 4 most common industries (only 3 respondent) ,2 43,3 57,4 54, ,2 30, Industrial Goods & Services Construction & Materials Food & Beverage Technology % by industry % in totale companies 2013 % in total companies (2014 forecast) Roughly 19% 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 those who attended (0,44), with those who have yet to attend appearing more skeptical and believing the expected use to be lower with a rating of only 0,12. Additionally, the companies that have elaborated guidelines and policies for the use of social media in Switzerland are rated at 28%. Tab. 4 - Training Sessions (from company) About How to Recruit Using Social Media. 6

8 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 %) 18,8 Utility index of training session made 0,38 Utility index of potential training session 0,12 7

9 The assessment of social media s usefulness has reported a slightly positive threshold (0,01) throughout the course of the survey signifying a current low level of usefulness in the industry. The effectiveness is such, that similar rates have been reported regarding the intention of recruiters to continue to use social media platforms for recruitment campaigns in the next 12 months (0,02). We can attribute the low level of perceived usefulness to the mentality that social media is relatively difficult to use with an ease of use index rated at -0,15. Therefore, there seems to be an underlying necessity for training and formation on how to utilize social media effectively for recruiters in Switzerland (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 have the knowledge necessary to use social media 0,07 2 People who are important to me think I should use social media 0,05 3 I intend to use social media in the next 12 months 0,02 4 I have the resources necessary to use social media 0,02 5 I find social media useful in my job 0,01 6 It is easy for me to master social media -0,15 7 In general, my company supports the use of social media -0,16 8 Using social media increases my productivity -0,23 9 A specific person (or group) is available for assistance with social media difficulties -0,27 Among the social media networking sites available today, LinkedIn is strongly believed to be the most, if not only, effective platform in the recruitment process with an effectiveness index of 0,17 (the index assumes a value between -1, lowest effectiveness, and 1, greatest effectiveness). The less ineffective networks are reported to be Xing (-0,01) and Facebook (-0,14) (fig. 7). Fig. 7 - Effectiveness Index of Social Media for Recruitment Purposes. 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 (0,24) who employ more than 250 people (fig. 8). Additionally, LinkedIn continues to exhibit a strong recruitment purpose as its effectiveness specifically for recruiting companies (0,69) is slightly higher than that of the total effectiveness among all sectors (0,63) and falls just slightly below Technological Consultancies who utilize social media for recruitment purposes most often (0,85) (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). Notes: Index value from -1 (max ineffectiveness) to 1 (max effectiveness), value 0 if neutral position. Industrial sector Index Technological consultancy 0,85 Recruiting 0,69 Financial services 0,57 Industrial services 0,48 Total 0,63 9

11 Recruiters believe that, among the different elements displayed on a candidate s social media profile, the most attractive ones are the presence of profession experiences (attractiveness index of 0,54), followed by professional prizes and awards (0,31), which can be used to help recruiters form a better understanding of who the candidate is in terms of professionalism and work ethic (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 0,54 2 Professional prizes and awards 0,31 3 Personality emerging from profile 0,27 4 Personal information (e.g. marital status, gender...) 0,13 5 References and comments posted by others 0,12 6 Pictures 0,12 7 Content posted by the applicant 0,11 8 Hobbies and personal interests 0,07 9 Number of contacts -0,24 It is apparent that the content posted to a candidate s social media profile plays an important role in the recruitment process, as more than 16% of recruiters in Switzerland 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 the candidate s social media profile. The elements which seem to most negatively influence a candidate s web reputation are the presence of comments related to the participation of activities in violation of University or workplace policy (0,51) and comments made in relation to controversial topics (0,38), 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. 8). 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 impact) Comments on participation in activities which are in violation of university or workplace policy 0,51 2 Comments on controversial topics (e.g. illegal drugs) 0,38 3 Controversial selfie / tagged photo (e.g. drinking alcohol) 0,14 4 (Least negative impact) Informal selfie or tagged photo (e.g. wearing a swimsuit) -0,08 A reported 1% of Swiss recruiters admitted having requested a candidate s password for Facebook or for another social networking 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 0,7 10

12 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 44,6 36,6 18,8 100,0 YouTube 71,6 19,8 8,6 100,0 LinkedIn 52,1 16,8 31,0 100,0 Twitter 81,2 11,2 7,6 100,0 Google+ 67,0 15,5 17,5 100,0 Blog 96,0 2,3 1,7 100,0 Tumblr 99,3 0,7 0,0 100,0 Pinterest 96,7 2,6 0,7 100,0 Instagram 91,1 8,6 0,3 100,0 Viadeo 96,0 2,0 2,0 100,0 Xing 59,7 8,3 32,0 100,0 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 74,3 5,9 10,6 9,2 100,0 YouTube 91,4 1,7 4,0 3,0 100,0 LinkedIn 80,9 5,6 7,6 5,9 100,0 Twitter 90,1 2,6 3,0 4,3 100,0 Google+ 90,4 1,3 1,7 6,6 100,0 Blog 97,4 0,0 0,7 2,0 100,0 Tumblr 98,7 0,3 0,0 1,0 100,0 Pinterest 99,7 0,0 0,0 0,3 100,0 Instagram 98,3 0,7 0,3 0,7 100,0 Viadeo 99,0 0,0 0,3 0,7 100,0 Xing 78,5 6,3 8,9 6,3 100,0 Tab 3.A - Is the professional use of social media in recruitment in your company? Voluntary 85,7 Highly recommended 12,9 Mandatory 1,4 11

13 Tab 4.A - Do you use social networks for the following recruiting activities? No Yes Total Employer branding 72,4 27,6 100,0 Advertising jobs 62,2 37,8 100,0 Sourcing passive candidates 71,9 28,1 100,0 Receiving job applications 80,6 19,4 100,0 Checking the accuracy of an applicant's CV 63,1 36,9 100,0 Checking an applicant's network 69,6 30,4 100,0 Checking content posted by an applicant 73,3 26,7 100,0 Checking reference of an applicant 79,7 20,3 100,0 Tab 5.A - What social networks and online tools do you use to check a candidate's online reputation? No Yes Total Facebook 69,1 30,9 100,0 YouTube 93,1 6,9 100,0 LinkedIn 68,7 31,3 100,0 Twitter 91,7 8,3 100,0 Google+ 83,9 16,1 100,0 Blog 97,2 2,8 100,0 Tumblr 99,5 0,5 100,0 Pinterest 99,5 0,5 100,0 Instagram 97,7 2,3 100,0 Viadeo 97,2 2,8 100,0 Xing 72,4 27,6 100,0 Google or other search engines 61,8 38,2 100,0 Tab 6.A - Recruiting objectives for using social media. To improve the quality of applications 32,3 To increase the number of applications 31,5 To quickly fill an open vacancy 37,9 To decrease the budget of recruitment 43,5 To reach targeted applicants (e.g. demographics) 41,1 To diversify recruitment channels 38,7 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 13,2 8,4 19,8 12,0 3,6 43,1 100,0 YouTube 15,1 6,0 12,0 2,4 1,2 63,3 100,0 LinkedIn 7,9 3,6 16,4 18,8 9,7 43,6 100,0 Twitter 15,7 6,0 12,7 0,6 1,2 63,9 100,0 Google+ 12,1 4,8 12,1 5,5 1,8 63,6 100,0 Blog 12,2 3,7 9,1 1,2 0,6 73,2 100,0 Tumblr 15,8 3,6 6,1 0,0 0,0 74,5 100,0 Pinterest 15,8 3,0 6,7 0,0 0,0 74,5 100,0 Instagram 16,3 3,6 6,0 0,6 0,0 73,5 100,0 Viadeo 14,0 4,3 7,3 2,4 0,6 71,3 100,0 Xing 8,5 9,1 15,2 17,6 3,6 46,1 100,0 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 83,6 Yes 16,4 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) 20,3 18,2 11,2 7,7 2 12,6 8,4 2,1 2,8 3 (neutral) 42,7 24,5 21,0 18,2 4 11,2 25,2 30,1 21,7 5 (very likely) 13,3 23,8 35,7 49,7 100,0 100,0 100,0 13

15 Tab 10.A - From 1 to 5, how much do the following attract your attention on an applicant s social media profile? Total (not at all) (neutral) (a lot) Personal information (e.g. marital status, gender...) 13,5 3,5 44,0 21,3 17,7 100,0 Personality emerging from profile 9,2 4,3 29,1 39,0 18,4 100,0 Pictures 9,4 5,8 46,4 29,0 9,4 100,0 Professional experience 4,3 1,4 19,9 30,5 44,0 100,0 Number of contacts 23,6 16,4 45,0 14,3 0,7 100,0 Hobbies and personal interests 12,8 7,1 40,4 32,6 7,1 100,0 Professional prizes and awards 7,9 5,0 24,3 43,6 19,3 100,0 References and comments posted by others 13,3 11,1 28,9 31,1 15,6 100,0 Content posted by the applicant 10,7 9,3 37,1 32,9 10,0 100,0 Tab 11.A - Have you ever asked an applicant for their password for Facebook, or another social media platform, during a job interview? No 99,3 Yes 0,7 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 13,0 13,0 8,4 20,6 23,7 13,0 8,4 100 Using social media increases my productivity 22,3 13,8 6,2 34,6 16,2 6,2 0,8 100 It is easy for me to master social media 15,3 13,7 10,7 32,8 18,3 7,6 1,5 100 People who are important to me think I should use social media 9,9 5,3 6,9 40,5 20,6 9,9 6,9 100 In general, my company supports the use of social media 21,5 10,8 3,8 36,2 16,9 7,7 3,1 100 I have the resources necessary to use social media 16,8 8,4 2,3 31,3 16,8 14,5 9,9 100 I have the knowledge necessary to use social media 11,5 8,4 10,7 24,4 16,8 18,3 9,9 100 A specific person (or group) is available for assistance with social 33,6 9,2 9,2 22,1 9,2 12,2 4,6 100 media difficulties I intend to use social media in the next 12 months 17,1 10,1 2,3 30,2 12,4 15,5 12,4 100 Total 14

16 Tab 13.A - What percentage of your total recruitment activity involves the internet? In ,3 In 2014 (forecast) 50,2 Tab 14.A Assuming total online recruitment is 100, what share does each tool represent? Careers section on company website 41,5 Online recruiting sites 45,5 Social media 10,2 Mobile apps 2,9 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 6,9 7,7 16,2 28,5 No change 56,9 64,6 39,2 43,8 More important 36,2 27,7 44,6 27,7 100,0 100,0 100,0 Tab 16.A - Have you had (from your company) any training sessions about how to recruit using social media? No 81,3 Yes 18,8 Tab 17.A - Was training session helpful? Note: Statistic calculated only for "Yes" answers of Tab. 16.A. 1 (not at all) 4,3 2 4,3 3 0,0 4 (neutral) 30,4 5 4,3 6 39,1 7 (a lot) 17,4 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) 12,5 2 5,8 3 1,9 4 (neutral) 32,7 5 21,2 6 13,5 7 (a lot) 12,5 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 62,8 Yes 27,9 I don't know 9,3 Tab 20.A - What kind of candidate profiles do you search for on social networks? Non Manager 86,3 Middle manager 30,6 Manager 33,9 Senior manager and above 15,3 Controlling, Accounting & Finance 28,2 Purchasing 13,7 Manufacturing 28,2 Research & Development 20,2 Information Technology 27,4 Logistics 16,9 Sales 33,9 Marketing 31,5 Corporate Communication & PR 12,1 Human Resources 23,4 Quality Management 17,7 Tab 21.A - Gender. Female 37,9 Male 62,1 16

18 Tab 22.A - Year of birth. Before , , ,0 After ,1 Tab 23.A - What is the highest level of education you have completed? High School 15,3 Some College 30,6 2 or 3 year College Degree 22,6 4 or 5 year College Degree 11,3 Master or Doctoral Degree 20,2 Tab 24.A - How many years of experience do you have as a recruiter? 1 year or less 1,6 2 years 8,9 3-5 years 24, years 21, years 24,2 More than 20 years 20,2 Tab 25.A - What is your position? Non manager 15,3 Middle manager 16,9 Manager 24,2 Senior manager and above 43,5 17

19 Tab 26.A - Company size. Micro: < 10 people 8,1 Small: < 50 24,2 Medium: < ,4 Large: over ,3 Tab 27.A - Does your company have a corporate website? No 3,2 Yes 96,8 Tab 28.A - Business area. Oil & Gas 0,0 Chemicals 0,8 Basic Resources 1,6 Construction & Materials 15,3 Industrial Goods & Services 17,7 Automobiles & Parts 4,8 Food & Beverage 8,9 Personal & Household Goods 0,8 Health Care 4,0 Retail 6,5 Media 1,6 Travel & Leisure 4,0 Telecommunications 6,5 Utilities 6,5 Banks 1,6 Insurance 6,5 Real Estate 1,6 Financial Services 2,4 Technology 6,5 Recruiting 2,4 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

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 1 in Netherlands. Recruiting is increasingly social and Adecco wants to know how it evolves. An international survey, that involved over 17.000 candidates and 1.502 Human Resources managers between March

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