SOCIAL RECRUITING ACTIVITY IN THE UNITED KINGDOM Top Countries and Industries Posting Jobs to Social Networks WWW.BULLHORNreach.COM @bullhornreach OCTOBER 2012 Copyright 2012 Bullhorn, Inc. All rights reserved.
EXECUTIVE SUMMARY While the United States leads the global market in terms of social recruiting adoption and activity, since the start of 2012 the United Kingdom has begun to embrace the flexibility and efficacy of using social media to source talent. The 2012 UK Social Recruiting Report analyzes more than 30,000 jobs posted to LinkedIn, Twitter, and Facebook from the countries of England, Scotland, Wales, and Northern Ireland. While LinkedIn remains the dominant social network for recruiting in the UK, Twitter is making great strides. Additionally, based on varying sample sizes, Northern Ireland is leading its neighbours in the number of jobs posted to each social network as well as the number of social networks utilised for recruiting. Finally, UK recruiters favor certain social networks depending on their industry. SCOTLAND NORTHERN IRELAND WALES ENGLAND 2
LinkedIn Is the Dominant Social Network for UK Job Posts What Percentage of UK Jobs Are Posted to One or More Social Networks? 17% THREE NETWORKS 70% 60% 50% 60% 45% 29% TWO NETWORKS 16% ONE NETWORK 39% NONE 40% 30% 20% 10% 0% LINKEDIN TWITTER 18% FACEBOOK The pie chart above represents the percent of UK jobs posted to multiple social networks any combination of LinkedIn, Twitter, and Facebook. While 17% of UK jobs are posted to all three social networks, 39% aren t posted to any social network indicative of social recruiting s emerging status outside the United States. However, things are looking up as a solid 29% of jobs are posted to two networks and 16% are posted to at least one. Unsurprisingly, as per the bar chart, LinkedIn commands 60% of UK jobs posted to social media sites, and Twitter is not far behind at 45%. Facebook is a distant third, at 18%. 3
Northern Ireland is the Most Active Country in the UK Posting Jobs to Social Networks on Average; Wales is Least Active Average Number of Social Networks to which Each Job Is Posted* 1.80 1.60 1.40 1.20 1.00 0.80 0.60 0.40 0.20 0.00 1.22 ENGLAND 1.55 1.38 1.21 1.24 WALES SCOTLAND NORTHERN IRELAND OVERALL Northern Ireland has the highest average percentage of social networks utilised per job posting, and Wales has the smallest overall percentage, as indicated in the bar chart above. Wales also represents the smallest sample size for the study (145 jobs) compared with Northern Ireland (841 jobs), Scotland (1,173 jobs), and England (29,130 jobs). However, Wales leads Scotland and England in using Facebook for social recruiting. * Average based on big three social networks: LinkedIn, Twitter, and Facebook 4
Scotland Has Highest Percentage of Jobs Posted to LinkedIn Rank of Countries Sharing Jobs on Social Media by Network* FACEBOOK 21% 23% 17% 33% TWITTER 47% 42% 45% 55% LINKEDIN 67% 70% 56% 60% 0% 10% 20% 30% 40% 50% 60% 70% NORTHERN IRELAND SCOTLAND WALES ENGLAND 80% While Northern Ireland is the most active UK country for social recruiting on average and leads its neighbours for percentage of its jobs posted to Facebook and Twitter Scotland has the highest percentage of its jobs posted to LinkedIn. LINKEDIN TWITTER FACEBOOK 1 SCOTLAND 2 NORTHERN IRELAND 3 ENGLAND 4 WALES 1 NORTHERN IRELAND 2 SCOTLAND 3 ENGLAND 4 WALES 1 NORTHERN IRELAND 2 WALES 3 SCOTLAND 4 ENGLAND * Based on percentages of country s jobs that are posted to each social network 5
Top 10 Industries Posting UK Jobs on Social Networks Technology Industry Is the Most Active in Social Recruiting INDUSTRIES 1 TECHNOLOGY 2 ENGINEERING 3 SALES 4 FINANCE + BANKING 5 MARKETING 6 OIL + GAS 7 STAFFING/RECRUITING 8 COMPUTER SOFTWARE 9 INTERNET SERVICES 10 CONSTRUCTION Top 10 Industries Posting Jobs to Each Social Network LINKEDIN 1 TELECOMMUNICATIONS 88% 2 CONSTRUCTION 82% 3 ARCHITECTURE 80% 4 TRAVEL 80% 5 PUBLISHING 76% 6 INSURANCE 73% 7 COMMUNICATIONS 69% 8 EDUCATION 69% 9 REAL ESTATE 68% 10 CONSUMER GOODS 68% FACEBOOK 1 RESTAURANT 66% 2 TRAVEL 62% 3 HOTEL/RESORT/CASINO 45% 4 FOOD SERVICE + CATERING 42% 5 HEALTH + FITNESS 41% 6 AGRICULTURE + FORESTRY 39% 7 LEGAL 31% 8 REAL ESTATE 29% 9 HEALTHCARE 29% 10 CONSUMER GOODS 29% TWITTER 1 TRAVEL 76% 2 TELECOMMUNICATIONS 71% 3 RESTAURANT 68% 4 PUBLISHING 67% 5 HOTEL/RESORT/CASINO 63% 6 ADMIN + CLERICAL 61% 7 FOOD SERVICE + CATERING 57% 8 COMMUNICATIONS 56% 9 NON-PROFIT 56% 10 AGRICULTURE + FORESTRY 53% 88% of UK Telecoms jobs are posted on LinkedIn 66% of UK Restaurant jobs are posted on Facebook 76% of UK Travel jobs are posted on Twitter 6
ABOUT THE REPORT The 2012 UK Social Recruiting Activity Report evaluates recruiting activity on social networks in England, Scotland, Wales, and Northern Ireland, and examines how social recruiting varies between network and country. The report also evaluates social recruiting activity amongst UK recruiters segmented by industry. The information documented in this report is based on 31,289 job posts from UK recruiters using the Bullhorn Reach social recruiting product. Sample sizes vary by country: England (29,130 job posts evaluated); Scotland (1,173 job posts evaluated); Northern Ireland (841 job posts evaluated); and Wales (145 job posts evaluated). 7
ABOUT BULLHORN REACH Bullhorn Reach is a software-as-a-service (SaaS) social recruiting solution designed to help recruiters leverage social media to source candidates and identify potential movers more efficiently. Launched in February 2011, the Bullhorn Reach social sourcing suite offers robust recruiting solutions that empower recruiters to engage as thought leaders, enhance their personal brands, and increase their visibility online. With more than 110,000 registered users worldwide, Bullhorn Reach delivers advanced technology that brings recruiters and job seekers together more efficiently than ever before. Bullhorn Reach is a division of Bullhorn, Inc., the global leader in software-as-a-service for recruitment. Headquartered in Boston, with offices in London and Sydney, Bullhorn s recruiting ATS/CRM and social recruiting products serve more than 130,000 users across 126 countries. WWW.BULLHORNreach.COM UK 0800 50 88 600 INTernationaL +44 203 617 6262 @bullhornreach 8