Adecco global recruiters research 2014

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1

Recruiting is increasingly social and

Adecco wants to know how it works.

An international survey, that involved

over 17.272 candidates and 1.502

Human Resources managers between

March 18 and June 2, 2014, collected

1.167 responses from Russian job

seekers (660 complete responses and

507 partial responses1), with the

purpose of understanding how they

search for jobs through social media,

which instruments they use, and how

they present themselves online.

The sample presents a majority of men

(58%), born after

1981 (56%), and with a completed or

partial college education (57%). Those

who are currently employed are mostly

middle management (36%).

The present report is structured in

three areas: the use of social media for

job search purposes, the effectiveness

of social media in the matching

between supply and demand, and web

reputation and its impact on job search.

It is interesting to analyze this data,

keeping an eye on the Recruiters’

results from EE and MENA, in order to

understand how they explore Web 2.0

when looking for a candidate. The

report is concluded with a statistical

appendix, which offers further detail on

the responses provided by the

participants.

1 The total amount reported in the tables and

figures comprises also of the cases with partial

responses that have not provided information

over the socio-demographic profiles. Therefore

these may assume a value that does not fit in the

socio-demographic profile.

2

The data shows that 34% of job seekers utilize social media for job search purposes. LinkedIn is largely the most used social

networking site (32%) for professional job search activities (fig. 1).

Fig. 1 - General use of social media and for job search. % Value. Russian Federation, 2014.

Notes: (1) General use also includes job search usage. (2) Total Social Media is the percentage proportion of respondents

using at least one of the considered social media platforms.

52,5 49,0

46,7

14,2

2,3 3,0 3,3

24,3

2,4 0,8

65,3

37,8

75,7

5,0 0,4

31,7

1,2 0,1 0,3 0 0,6 1,0 0 8,4 1,5

34,2

,0

10,0

20,0

30,0

40,0

50,0

60,0

70,0

80,0

General Use Use for job search

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In the Russian Federation, men and women show similar usage rates of social media for both general purposes and job search

purposes, being separated by only 2 percentage points in both cases. The use of such instruments is inversely proportional to

the age of the candidate, meaning that the younger a candidate is, the more likely they are to utilize social media platforms

for general purposes, while this is not the case for job search purposes. Education level is also an important factor, since the

use of social media for job search purposes among those with a secondary school education title significantly increases with

the attainment of a higher educational level and decreasing the amount of general use (tab.1).

Tab. 1 - Social Media Used in General and for Job Search by Socio-demographic Profile.

% Value. Russian Federation, 2014.

Note: The analysis of seekers born before 1946 (over 70 years old) and with education level "less than high school" has been omitted because of a limited sample size.

General Use Use for job search

Gender

Female 84,3 39,5

Male 82,2 41,0

Year of birth

1946-1964 77,1 40,0

1965-1980 82,2 42,5

After 1981 84,2 38,8

Level of education completed

High School 84,2 47,4

College 83,7 39,5

Master or Doctoral Degree 72,4 51,7

Total 75,7 34,2

Among the different activities that can be done to search for jobs online, the ones most frequently utilized by the candidates include professional networking (52%) and researching potential employers’ online pages (52%). The submission of applications (37%) and the distribution of CVs (31%) are comparatively less frequent, therefore we can conclude that seekers use social media in a more “social” manner (tab. 2).

Tab. 2 - Use of Social Media for Specific Job Searching Activities.

% Value. Russian Federation, 2014.

Note: Multiple choice question.

Rank Job searching activities: % Value

1° Professional networking 52,3

2° Researching potential employers' pages 52,1

3° Check what other say about potential employers 45,7

4° Searching for jobs 44,0

5° Personal branding 37,9

6° Submitting applications 36,8

7° Distributing my CV 31,1

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The use of social media for job search purposes is also related to the level of IT skills possessed by the candidate. Regarding the “self-evaluation of competences”, candidates seem to see themselves more skillful in their ability to communicate effectively (0,32) and to connect with others (0,32), but give significantly less importance to having a positive impact on the lives of others using social media (-0,16) (tab. 3).

Tab. 3 - Index of Expertise on Social Media.

% Value. Russian Federation, 2014. Note: Index value from -1 (not at all confident) to 1 (very confident), value 0 if neutral position.

Rank Task about expertise on Social Media Index

1° I can communicate very effectively using social media 0,32

2° I can use social media as an effective way of connecting with others 0,30

3° I can find important and interesting information by reading other people's content on social media 0,23

4° I can be very effective at using social media 0,09

5° I can offer other people important and interesting information by posting on social media 0,00

6° I can have a positive impact on the lives of others through social media -0,16

5

A reported 65% of job seekers utilize social media to distribute their CV online. 61% of seekers were also contacted through

social media by a recruiter at least once, with 17% receiving a job offer. Males are only slightly more active than females on

social media (35% vs 34%), however, they tend to be contacted more often by recruiters (38% vs 32%), as well as receive

higher rates of job offers (15% vs 13%). There is also no definitive relationship between age, level of education, and the

practices and outcomes of utilizing social recruitment (tab. 4)

Tab. 4 - Steps Taken to Get a Job by Socio-demographic Characteristics. % Value. Russian Federation, 2014.

Note: The analysis of seekers born before 1946 (over 70 years old) and with education level "less than high school" has been omitted because of a limited sample size.

Distributing CV Contacted by a recruiter Get the job

Gender

Female 33,6 31,7 12,8

Male 35,0 37,6 14,8

Year of birth

1946-1964 53,1 34,3 11,4

1965-1980 40,2 37,8 12,5

After 1981 28,9 33,2 15,2

Highest level of education completed

High School 34,2 34,9 14,3

College 40,7 48,3 10,3

Master or Doctoral Degree 31,1 35,4 13,9

Total 65,3 61,2 17,3

Job seekers believe that, among the different elements displayed on companies’ profiles, the most attractive ones are the

presence of job ads (attractiveness index 0,41), followed by the presence of general information about the company (0,36)

and personal content posted by the company (0,31). Social media profiles operated by the firms are largely perceived by

Russian Candidates to be informational “dashboards” more than a relationship building channel (tab. 5).

Tab. 5 - Attractiveness Index of the Company’s Social Media Page.

Russian Federation, 2014. Note: Index value from -1 (min attractiveness) to 1 (max attractiveness).

Rank Elements on company's Social Media profile Index

1° Job Postings (and ability to search for jobs) 0,41

2° General company information (e.g. about, contact...) 0,36

3° Comments posted by other users 0,31

4° Recommendation on this company by relatives or contacts 0,29

5° Company's interaction with users 0,24

6° Pictures 0,21

7° Content posted by the company 0,19

8° Number of followers (e.g. fans, group members...) 0,15

9° Firm popularity (likes, reviews...) 0,12

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Among the different social networking sites, LinkedIn is considered to be the only effective platform in terms of matching between supply and demand with an effectiveness index of 0,04 (the index assumes a value between -1, lowest effectiveness, and 1, greatest effectiveness). The “less ineffective” ones are Vkontakte (-0,35) and Facebook (-0,41) (fig. 2).

Fig. 2 - Effectiveness Index of Social Media for Recruitment Purposes. Russian Federation, 2014.

Note: Index value from -1 (max ineffectiveness) to 1 (max effectiveness), value 0 if neutral position.

If we look more closely at LinkedIn, we can see that this particular social network is slightly more appreciated by females. In terms of age, those who appreciate the capabilities of LinkedIn more are all seekers born after 1965 (fig. 3).

Fig. 3 - Effectiveness Index of LinkedIn for Recruiting Purposes by Gender and by Year of Birth. Russian Federation, 2014.

Notes: (1) Index value from -1 (max ineffectiveness) to 1 (max effectiveness), value 0 if neutral position. (2) The analysis of seekers born before 1946 (over 70 years old) has been omitted because of a limited sample size.

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Candidates tend to use Facebook to maintain a professional image online (0,19), but by and large, they believe that the information displayed is seen mostly by friends (0,05). This confirms the notion that Facebook often tends to be seen as a social networking site that is orientated more towards friendships, as opposed to professional relationships.

Tab. 6 - Index of Agreement with Specific Statements Regarding a Candidate’s Private and Professional Image on Facebook.

Russian Federation, 2014.

Note: Index value from -1 (max disagreement) to 1 (max agreement), value 0 if neutral position.

Rank Statements about privacy Index

1° It is important to maintain a professional image online 0,19

2° I assume my profile is only viewed by my friends 0,05

3° My online image is important to my future -0,04

4° My profile can only be accessed by my friends -0,28

5° I work hard to maintain a professional image on my profile -0,28

The elements most often presented on the web profiles of the candidates from the Russian Federation are personal information (0,80) and pictures (0,78), while the number of contacts, and the references and comments posted by others are significantly less present. It is interesting to note that professional awards and prizes, which recruiters give considerable importance to, are often overlooked by candidates as relevant information to place on their profiles (0,61) (tab. 7).

Tab. 7 - Career Related Information Contained in Social Media Profile: Index of Attendance. Russian Federation, 2014.

Note: Index value from -1 (fully absent element) to 1 (very attendant element).

Rank Elements on Social Media profile Index

1° Personal information (e.g. marital status, gender...) 0,80

2° Pictures 0,78 3° Content posted 0,72

4° Professional experience 0,71

5° Personality emerging from profile 0,68

6° Hobbies and personal interests 0,67

7° Number of contacts 0,66

8° Professional prizes and awards 0,61

9° References and comments posted by others 0,55

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Tab 1.A - Generally speaking, which social networks do you use? Do you use them for job search?


No Yes Yes, for job search Total

Facebook 47,5 47,6 5,0 100,0

YouTube 51,0 48,6 0,4 100,0

LinkedIn 53,3 15,0 31,7 100,0

Twitter 85,8 13,1 1,2 100,0

Google+ 70,9 23,8 5,3 100,0

Blog 97,7 2,2 0,1 100,0

Tumblr 97,0 2,7 0,3 100,0

Pinterest 96,7 3,3 0,0 100,0

Instagram 75,7 23,7 0,6 100,0

Viadeo 97,6 1,4 1,0 100,0

Xing 99,2 0,8 0,0 100,0

Vkontakte 34,6 57,1 8,3 100,0

Odnoklassniki 62,2 36,3 1,5 100,0

Tab 2.A - How often do you look for jobs on social media?


% Value

Every day 14,8

Several times per week 25,0

At least once a week 19,4

At least once a month 40,8

Total 100,0

Tab 3.A - Use of social networks for job search, activities?


No Yes Total

Personal branding 62,1 37,9 100,0

Distributing my CV 68,9 31,1 100,0

Professional networking 47,7 52,3 100,0

Searching for jobs 56,0 44,0 100,0

Submitting applications 63,2 36,8 100,0

Researching potential employers' pages 47,9 52,1 100,0

Check what other say about potential employers 54,3 45,7 100,0

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Tab 4.A - From 1 to 5, how effective are these social networks for job search?


1 (very

ineffective) 2 3 4

5 (very effective)

I don't know Total

Facebook 30,8 9,3 26,5 6,3 1,5 25,6 100,0

YouTube 49,0 8,8 13,1 1,7 0,8 26,7 100,0

LinkedIn 20,5 4,3 17,2 20,0 15,9 22,1 100,0

Twitter 40,8 7,5 13,8 2,2 0,5 35,1 100,0

Google+ 33,7 8,0 15,7 4,8 3,5 34,3 100,0

Blog 38,1 5,9 10,5 1,3 0,4 43,7 100,0

Tumblr 39,2 5,9 9,5 0,4 0,3 44,7 100,0

Pinterest 39,0 5,9 9,2 0,5 0,0 45,3 100,0

Instagram 43,5 8,1 11,1 1,8 0,7 34,9 100,0

Viadeo 38,6 6,3 9,8 0,7 0,0 44,6 100,0

Xing 38,2 6,1 9,5 0,9 0,3 45,0 100,0

Vkontakte 31,6 9,5 21,5 10,1 4,4 22,8 100,0

Odnoklassniki 39,9 10,3 14,9 4,6 1,6 28,8 100,0

Tab 5.A - From 1 to 5, what career-related information does your social media profile contain?


1 (not at all)

2 3

(neutral) 4

5 (a lot)

Total

Personal information (e.g. marital status, gender...) 3,1 1,7 7,6 7,5 80,1 100,0

Personality emerging from profile 4,4 2,2 13,1 13,6 66,6 100,0

Pictures 4,2 0,7 7,7 9,7 77,7 100,0

Professional experience 5,2 2,1 10,7 9,3 72,8 100,0

Number of contacts 4,3 3,9 12,9 13,7 65,2 100,0

Hobbies and personal interests 4,5 3,1 11,5 16,3 64,5 100,0

Professional prizes and awards 7,9 3,4 12,3 10,9 65,5 100,0

References and comments posted by others 6,4 4,5 17,7 14,6 56,8 100,0

Content posted 4,3 1,8 11,3 11,0 71,5 100,0

Tab 6.A - From 1 to 5, how likely are you to post the following items on your Facebook profile?


(ABSENT QUESTION)

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Tab 7.A - From 1 to 5, indicate to which extent you agree with the following statements in regards to your Facebook profile. Russian Federation, 2014.

My profile can only be

accessed by my friends

I assume my profile is only viewed by my

friends

It is important to maintain a

professional image online

I work hard to maintain a

professional image on my profile

My online image is important to

my future

1 (I strongly disagree) 43,1 25,4 15,2 32,0 21,6

2 4,6 5,9 4,9 14,5 9,7

3 (neutral) 32,0 31,9 35,8 38,9 39,4

4 5,5 7,8 14,0 7,7 12,8

5 (I strongly agree) 14,9 29,1 30,1 7,0 16,5

Total 100,0 100,0 100,0 100,0 100,0

Tab 8.A - Have you ever been contacted by a recruiter through your profile on a social media platform?


% Value

No 64,6

Yes 35,4

Total 100,0

Tab 9.A - Did you get the job?


Note: Statistic calculated only for "Yes" answers of Tab. 8.A.

% Value

No 60,9

Yes 39,1

Total 100,0

Tab 10.A - Have you ever been asked for your password for Facebook, or another social media platform, during a job

interview?


(ABSENT QUESTION)

Tab 11.A - Did you reveal it?


(ABSENT QUESTION)

Tab 12.A - Do you think companies use social media to recruit?


% Value

No 36,2

Yes 27,0

I don't know 36,8

Total 100,0

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Tab 13.A - From 1 to 5, how much do the following attract your attention on a company’s social media page?


1 (not at all)

2 3

(neutral) 4

5 (a lot)

Total

General company information (e.g. about, contact...)

16,1 2,7 15,8 24,9 40,6 100,0

Pictures 15,8 4,6 28,6 24,4 26,6 100,0

Number of followers (e.g. fans, group members...)

17,7 5,8 28,9 24,7 22,9 100,0

Firm popularity (likes, reviews...) 19,6 7,9 25,9 22,5 24,1 100,0

Company's interaction with users 16,5 3,4 24,3 27,5 28,3 100,0

Content posted by the company 16,1 7,4 26,9 21,4 28,1 100,0

Comments posted by other users 13,1 4,3 22,2 27,5 32,9 100,0

Job Postings (and ability to search for jobs)

13,4 2,4 16,2 24,6 43,5 100,0

Recommendation on this company by relatives or contacts

16,2 4,9 21,0 21,3 36,6 100,0

Tab 14.A - From 1 to 7, please indicate how certain you are that you can perform each of the following tasks.


I can be very effective at using social

media

I can have a positive impact on the lives of others through

social media

I can offer other people

important and interesting

information by posting on social

media

I can find important and interesting information by reading other

people's content on social media

I can use social media as an

effective way of connecting with

others

I can communicate

very effectively using social

media

1 (not at all confident) 7,8 19,1 14,3 7,7 6,9 6,8

2 6,9 10,4 8,6 5,0 3,5 3,5

3 12,8 21,5 13,9 9,5 9,8 9,4

4 (neutral) 35,7 24,5 27,9 25,6 22,6 22,8

5 11,9 8,3 13,4 16,1 14,9 12,4

6 8,1 5,7 6,8 13,5 13,7 14,0

7 (very confident) 16,7 10,5 15,2 22,7 28,7 31,1

Total 100,0 100,0 100,0 100,0 100,0 100,0

Tab 15.A - Does your online or offline network include the following professions?


(ABSENT QUESTION)

Tab 16.A - Gender.


% Value

Female 42,0

Male 58,0

Total 100,0

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Tab 17.A - Year of birth.


% Value

Before 1946 0,0

1946-1964 5,2

1965-1980 38,8

After 1981 56,0

Total 100,0

Tab 18.A - What is the highest level of education you have completed?


% Value

Less than High School 0,6

High School 2,9

Some College 57,4

2 or 3 year College Degree 11,4

4 or 5 year College Degree 23,3

Master or Doctoral Degree 4,4

Total 100,0

Tab 19.A - Field of study.


% Value

Education 6,0

Art and humanities 8,3

Social sciences, journalism and information 4,1

Business, administration and law 33,2

Natural sciences, mathematics and statistic 6,6

Information and Communication Technologies 10,2

Engineering, manufacturing and construction 17,9

Agriculture, forestry, fisheries and veterinary 1,2

Health and welfare 8,1

Services 4,4

Total 100,0

Tab 20.A - How many years of work experience do you have?


% Value

1 year or less 2,3

2 years 4,4

3-5 years 16,1

6-10 years 32,7

11-20 years 33,0

More than 20 years 11,5

Total 100,0

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Tab 21.A - Employment status.


(ABSENT QUESTION)

Tab 22.A - Business area.


(ABSENT QUESTION)

Tab 23.A - What is your position?


% Value

Non manager 5,6

Middle manager 36,1

Manager 25,4

Senior manager and above 32,9

Total 100,0

Tab 24.A - Which department do you work in?


% Value

Controlling, Accounting & Finance 8,6

Purchasing 5,4

Manufacturing 11,6

Research & Development 4,0

Information Technology 8,1

Logistics 6,0

Sales 32,6

Marketing 8,3

Corporate Communication & PR 3,4

Human Resources 0,0

Quality Management 12,2

Total 100,0

Documents

Adecco global recruiters research 2014