nova social media study

Social Media Trends In Silicon Valley Social Media and the Globalization of Business Stanford University May 25, 2011

Research Objectives

1. Understand general social media use with regional employers

2. Quantify use of specific tools for recruiting and

evaluating candidates 3. Develop a better understanding of how social

media will impact workforce skills

Methodology

300+ telephone surveys were completed with employers in Silicon Valley (technology firms and larger firms were oversampled) through a stratified random sampling technique

Margin of error was +/- 5.60, given a 95% level of confidence

Survey fielded October 8 – 26, 2010

12 executive interviews were completed with super users of social media throughout the region

Executive interviews fielded Jul. 7 – Sept. 20, 2010

General Social Media Trends

in Silicon Valley

Don’t believe the hype?

The Hype Curve

Social Media Use in Silicon Valley

23.6%

25.9%

27.2%

34.2%

75.7%

74.1%

72.4%

65.4%

0% 20% 40% 60% 80% 100%

Communicate and collaborate within your organization, using tools such as SharePoint or Yammer

Find and recruit new employees, using tools such as LinkedIn

Evaluate and determine whether to hire new job candidates, using tools such as Facebook and LinkedIn

Communicate externally with potential customers and clients, using tools such as Facebook and Twitter

Yes Don't use social media for this DK/NA

Change in Social Media Usage

28.6%

25.9%

21.3%

64.1%

65.8%

71.4%

7%

7%

6%

0% 20% 40% 60% 80% 100%

Finding and recruiting new employees

Evaluating and reviewing whether to hire job candidates

Internal communication

Increase Stay the same Decrease Not sure or DK/NA

matters Size

How Important is Social Media?

0%

10%

20%

30%

40%

50%

Small Medium Large

Very

/ Som

ewha

t Im

port

ant

Company Size

External communication

Find and recruit

Evaluate

Communicate internally

Important to Recognize Differences

Larger firms are using tools more than smaller firms

High-tech firms are using social media more than low-tech firms

Growing firms are using social media more than firms that are not adding employees

Recommendations to Job-Seekers:

Recruitment

A weapon unused is a

weapon useless

Recommendation 1: Develop a Social Media Strategy Particularly for Searches with Large Firms, Growing Firms, and Technology Firms

Importance by Company Size

0%

10%

20%

30%

40%

50%

Small Medium Large

Very

/ Som

ewha

t Im

port

ant

Company Size

External communication

Find and recruit

Evaluate

Communicate internally

Growing Firms

0%

10%

20%

30%

Growing No Growth Overall

Very

/ Som

ewha

t Im

port

ant

Growth Profile

External communication

Find and recruit

Evaluate

Communicate internally

Use by Sector

0%

10%

20%

30%

40%

50%

Overall Technology Healthcare/ Public Other

Very

/ Som

ewha

t Im

port

ant

Sector

External communication Find and recruit Evaluate Communicate internally

The

lightbulb didn’t create the electrician profession overnight

Job Roles – Need for Social Media Skills

77.4% 8.0%

6.6%

3.0%

1.3% 1.3% 1.3%

1.0%

None/ NA

Marketing/ sales

Information technology

Public relations/ communications

Recruitment

Management

Office staff/ accountants

Other

Social Media Skills: Importance

0%

20%

40%

60%

80%

100%

Overall Growing No Growth Small Medium Large Tech HC/ Public Other

Very important Somewhat important Not at all important

AND It’s what you know

whom you know

Recommendation 2:

But Don’t Rely on Social Media Exclusively

Most Effective Method of Finding Workers

4.7%

8.6%

0.0%

6.0%

5.6%

6.0%

2.7%

14.0%

6.6%

15.3%

26.2%

36.9%

11.0%

6.6%

6.0%

2.0%

2.7%

3.3%

4.3%

10.6%

12.3%

13.3%

24.9%

27.2%

0% 20% 40% 60%

Don't know

Other

Hire within

Walk-ins/ sign in window

Work with a temporary hiring firm

Work with education providers, like universities or colleges

Use social media sites, like LinkedIn, Twitter, or Facebook

Put it up on company's website

Use a recruiter/ headhunter

Advertise in local or regional newspapers, print and online

Use online job finder, like Monster.com or Craigslist

Word of mouth/ referrals/ networking

Mid to senior-level opening Entry-level opening

Recommendations to Job-Seekers:

Evaluation

It’s better to

remain silent

and be thought

a fool…

Recommendation 1:

Develop an Online Profile, but do so with Caution

Impact of Online Presence

29.3%

12.2%

41.5%

47.6%

20.7% 32.9%

8.5% 7.3%

0%

20%

40%

60%

80%

100%

Positive impact on hiring decision Negative impact on hiring decision

Frequently Seldom Never Not sure or DK/NA

Recommendation 2:

Share Profile Data Wisely and Stay Professional Online

It’s the experience,

stupid!

Most Important Qualities

13.8%

5.2%

5.2%

8.6%

10.3%

12.1%

15.5%

20.7%

31.0%

0% 20% 40% 60%

Not sure or DK/NA

Other

Resume

Professionalism

Highlights skills

References

Appropriate professional and/ or friend networks

Experience

Presents themselves appropriately/ communication skills

You wouldn’t

fish in a bathtub

Recommendation 3:

Create and Maintain a LinkedIn Profile

Most Important Social Media Sites

Social Media Productivity &

Skills

Facebooking Honestly boss, I’ve been

all day

Perceived Impact on Productivity

Positive impact 24.3%

No impact 43.2%

Negative impact 17.6%

Not sure or DK/NA 15.0%

Importance of Social Media Proficiency

8%

11%

14%

24.9%

76.4%

63.1%

0% 20% 40% 60% 80% 100%

Have social media accounts, with online tools such as LinkedIn, Twitter, or Facebook

Familiarity with how social media tools work and be able to gather information from them

Very important Somewhat important Not at all important Not sure or DK/NA

Social Media Guidelines and Policies

18.9% 38.9%

60.8%

71.8%

55.8%

35.5%

9.3% 5.3% 3.7%

0%

20%

40%

60%

80%

100%

Encourage the use of social media while

not at work

Written or established social media policy or

set of guidelines

Allow access to social media sites on work

computers

Yes No Not sure or DK/NA 18.9%

38.9%

60.8%

71.8%

55.8%

35.5%

9.3% 5.3% 3.7%

0%

20%

40%

60%

80%

100%

Encourage the use of social media while

not at work

Written or established social media policy or

set of guidelines

Allow access to social media sites on work computers

Yes No Not sure or DK/NA

change… The more things

Most Used Applications

18.3%

2.8%

1.4%

1.4%

2.8%

2.8%

5.6%

7.0%

7.0%

12.7%

16.9%

18.3%

26.8%

0% 20% 40% 60%

Don't know

Other

Jive

Yammer

Twitter

Skype

Instant Messenger

Other internet

Intranet

LinkedIn

Facebook

SharePoint

Email

Conclusions

Social Media is growing but not yet transformational

Conclusion #1

Conclusions

Job seekers should have an online profile, but with caution; appearance, conduct and professionalism are more important online

Conclusion #2

Conclusions

Core skills are the most important aspects of any resume – SM is best as free mechanisms for highlighting existing skills

Conclusion #3

Conclusions

At the most technically advanced and largest firms, SM skills still might be a differentiator.

Conclusion #4

Conclusions

There is no downside to having a SM presence, as long as it is maintained professionally.

Conclusion #5

Social Media Trends In Silicon Valley Philip Jordan phil@greenlmi.com Stephen Jordan stephenmjordan@gmail.com