In 2015 we asked 125 employers from around the world that make use of social media for employer branding and recruitment questions on their objectives, channels used, management, measurement and their challenges. The results of the 2015 Social Recruitment Management Benchmarking Survey are in and have revealed some interesting changes in employers’ social recruitment management in comparison to our 2014 survey. Read on for more.
Top 10 global employers on Facebook: More activity and engagement despite growth decline in fan base
It is no secret that employers are using Facebook as part of their employer branding and recruitment communication. If the initial phase of social recruitment process was all about turning your target audiences into followers, the time has come to move forward. The analysis on Social Recruitment Monitor index scores of Top 10 global employers shows that employers’ activity and engagement level on Facebook has increased over the year despite decline in population growth. And this raised an interesting question: Why is population growth of employers’ Facebook page decreasing when employers are putting more efforts to update and engage their target audiences? Let’s take a look back at what happened in Q2 of 2015 and compare it to previous years. Top 10 global employers using Facebook for recruitment in Q2 2015 In order to study which global employers performed best …..
Facebook brand pages are popular for marketing. Many employers also use them for recruitment. That’s what can be seen from a long overview of U.S. employers listed in the Social Recruitment Monitor. With so many employers using Facebook as part of their employer branding and recruitment communication, this raised an interesting question: What can we learn from all the activities? Let’s take a look back at what happened in 2014.
Organizations that actively use social media for their employer branding and recruiting spend more than 8 hours a week on managing their online activities, and have a response time within 24 hours. These are the results of the 2014 social recruitment survey. A first-ever industry benchmark to get a better understanding on organizations’ social recruitment management and strategy.
Do different updates on Facebook influence the overall engagement and fan base growth? An analysis based on 1,800 employer ‘career pages’ on Facebook by the Social Recruitment Monitor, between July and December 2013 demonstrates that there are indeed differences in the effect on engagement and fan base growth by sharing different types of updates. Continental differences An intercontinental analysis over a period of six months demonstrates not many direct differences when comparing the type of updates between three major continents (Europe, the US and Asia-Pacific). As is shown in the graphs below, more or less half of the employer branding and career related content on the Facebook pages in these regions tends to be shared via photo updates. The differences between major regions are not surprisingly significant. On a national level, however, we have identified substantial differences. Country differences When comparing …..
SalesForce, Amtrak and Mario Tricoci Rank as Most Active Companies Using Instagram for Recruitment As of today, the Social Recruitment Monitor added a new major social channel to its service. It allows employers to monitor their performance on Instagram and to compare it with the competition. Right now, Amtrak, SalesForce and Mario Tricoci are in pole position. Starbucks holds the largest fan base at the moment with 7.262 followers. Instagram for recruitment The social networking photo-and-video smartphone app Instagram is very popular at the moment among the younger generation (13-25). It enables users to take pictures and videos, and share them on a variety of social networking services. More than 200 million global users capture and share their lives monthly. Out of all the social networks, Instagram has seen the biggest growth of 25% in active usage, according to GlobalWebIndex …..
The Social Recruitment Monitor ranks employers by the SRM INDEX, our definitive benchmarking metric for social recruitment. It helps employers to accurately and objectively evaluate their performance against the competition. Not just by fanbase size, but on a carefully formulated mix of the three measurable parameters Popularity, Activity and Interaction.
Tencent, one of the most successful Internet companies in China, announced third-quarter profits of 3.87 billion RMB, a 19.6% increase from last year. Its highly buzzed mobile app WeChat, launched in 2010, quickly earned the reputation as the future world-leading messaging app. WeChat expansion in Asia has been paying off. Without special localization plans, WeChat has been taking off outside Asia as well. With an incredibly fast growing user base, WeChat managed to surpasses the 300 million mark within two years in China. Globally, WeChat has been focusing on its Asia market, such as Malaysia, Thailand, India, etc., at the same time taking off in Spain, Mexico, and Argentina since summer 2013. The popularity has led employers to experiment on how they can leverage WeChat for employer branding and recruitment. Tencent (Wechat: more than 2 million) is almost catching up with Facebook …..
Many employers in China have realized how important social media is when it comes to employer branding and social recruiting. With Facebook and Twitter both banned in Mainland China, Sina’s Weibo has become the most important local substitute. Setting up a career account and being active on Weibo creates a great number of opportunities, but without KPIs (such as fan growth, post frequency, engagement, etc.) performance of a career account is hardly measurable.
Many global employers have established a twitter stream for employer branding and recruitment purposes. When active on Twitter it is very useful to measure your performance on social media and to compare yourself against the competition using an objective benchmark that includes Key Performance Indicators (KPIs) such as engagement.
We are at a point where we have left the discussion whether or not social media is going to be a serious employer branding tool far behind. We are beyond the hype. And we are happy about it. It is about time to measure the ever-changing social media landscape and to find out how the usage of social media for recruitment has changed over the last twelve months. Did employers put more effort in engaging with their target audiences? Did we experience more interaction? And what about the growth fan base? Let’s dig into the figures of Facebook to find out.
The infographic below displays regional differences regarding the social recruitment performance on Twitter in July. We have tracked the data of almost every region that is available in the Social Recruitment Monitor™ and calculated the average SRM Index, the amount of followers, tweets and retweets. However, even though the engagement ratio and number of followers often depends on the size and population of every country, we would like to share some of our remarkable findings.
The big 4 organizations (PwC, KPMG, Deloitte and EY) are active on a global level with huge recruitment needs, especially for graduates, all over the world. As a result, they often decided to establish localised social recruitment channels instead of using one global account. Which means that they have a Facebook, Twitter, and sometimes even a YouTube or LinkedIn account for every relevant country.
We have analysed the social statistics of the available channels in the Social Recruitment Monitor from the Big 4 Organizations, over a period of 15 weeks (the last three months: June, July and August 2013) and calculated the average SRM Index, amount of fans, the average Engagement Ratio and the average Community Interaction, which are shown in the infographic.
The table below displays the 10 best performing social recruitment Facebook pages of Australia. The top 10 is ranked by the average SRM Index score, over a period of 5 weeks (July, 2013). We have created a top 10 list in order to give you a clear overview of the organizations that have performed best on social media regarding recruitment during the last month.
Facebook is a great platform for you, as an employer, to share employer branding and recruitment related stories and to start conversations with potential future employees. When having a Facebook careerpage, you’re not the only one initiating conversations, as users often ask questions about open positions or other specific information. Facebook offers you an option in which users can post comments or questions on your careerpage. By enabling this option, a box of ‘recent posts by others’ will appear on your page.
Facebook users now have an easy way to get in touch with your organization by simply posting a comment to the Facebook career page. When other people respond to these comments or other questions posted to your page, sort of a ‘community’ is formed. In order to measure the ratio of fans interacting with one another on your page, we defined the weekly calculated Community Interaction score (C.I.).
YouTube can be a very effective recruitment platform for your organization as video is an excellent medium to distribute rich, appealing content to your target audience. It allows you to display different stories in video format providing a sneak peek into employee experiences, company culture and see what the organization cares about. We tracked the social statistics of global employers with a career presence on YouTube (who are indexed in the Social Recruitment Monitor™), and composed a top 10 list of the employers with the highest average SRM Index in July. This resulted in the following findings (for the complete statistics, click on ‘read more’ for the complete infographic):
The engagement ratio is an important variable for the SRM Index. We’ve put this to the test and tracked the social statistics of all the Facebook career pages from the Social Recruitment Monitor™ (with 5000 likes or more over a period of 12 weeks: Q2, 2013), and found out that organizations in the uniformed services industry are the best in class when it comes to engagement on Facebook.
The SRM Index is based on important variables like the activity of the employer and the interaction with the fanbase. For the interaction variable, we measure the Engagement Ratio. Every interaction a fan has with your content is considered as engagement, thus the Engagement Ratio exposes the percentage of your fans/followers that engage with your content. For instance, liking a post or retweeting a tweet.
The importance of engagement on Facebook
Engagement with fans is important for two different reasons:
1. It is an indicator of how successful you are in generating feedback to the stories you share as an employer.
2. Higher engagement and interaction will generate more visibility for the organization’s updates.
As you may have noticed the Social Recruitment Monitor is ranked by the SRM Index. In this first blogpost we would like to take the opportunity to explain why we chose to rank organizations by this new metric and how it is measured.
We’ve noticed that many organizations and platforms still measure the performance of employers using social media for recruitment by the amount of ‘likes’ on Facebook or the amount of ‘followers’ on Twitter. Often, these measurements lack in the understanding of engagement and interaction. However, we took a different approach while developing the Social Recruitment Monitor with the SRM Index, in order to help employers measure the engagement and reach of their social media recruiting efforts. As we believe an organization’s performance cannot be measured solely through the amount of fans, we developed an algorithm based on carefully weighted variables, which focuses more on engagement and interaction with the fans rather than size of a fanbase.