Assessing job marjet with social media

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  1. 1. Assessing job market with social networking sites Nageshri B Karhade , Supriya Pawar Maratha Mandirs Babasaheb Gawde Institute Of Management, Mumbai University, India nageshri@msn.com,supriyapawar5@gmail.com Abstract- The purpose of this paper is to assess the job market with the help of social networking sites. This research aims to investigate the effects personal social networking sites have on candidates opportunities for obtaining employment and how and to what extent hiring managers used this information in the hiring process. The data for this study was obtained from questionnaires provided to 60 MMS second year students studying in south Mumbai colleges and 10 recruiters. The results show a rising trend in usage of social networking sites by recruiters but lack of acceptance by students. The analysis concludes that social networking sites can be used as a useful tool by students seeking jobs. The findings will help students to put more focus on using social networking sites not only for personal use but also for professional use. It also serves as an encouragement to students in how to maintain a professional profile. Keywords: social networking sites, job market, recruitersINTRODUCTION The job market in India has indeed undergone a wind of change with newer opportunities popping out in course of time. This in turn has helped the job seekers, both fresher and experienced professionals to explore greener pastures lying ahead. The different tools used are Referrals, Job Boards and Career Websites, Job Fairs, Company Websites, Recruitment Agencies. The Internet profoundly affects how business is conducted in the world today, and recruiting and hiring processes are being swept along in this current. The Internet lends itself well to finding and attracting college graduates, skilled workers, managers, and executives. These groups tend to be computer literate, and technology use is an integral part of their daily routines, helping them develop and maintain connections at work as well as in their personal lives. Popular social media Web sites such as MySpace, Facebook, Wikipedia, and Yahoo! Groups abound and are subscribed to by millions ofpeople, prompting employers to explore ways to use social media in their search for new talent. This paper provides an overview of how social media are currently being used by leading edge companies as well as job seekers. Use of the internet and social media has grown substantially over the last decade, and the use of these new web-based technologies for work related activities has been a major part of that. While internet usage has grown, the way people are using the internet has also changed. More interactive online technology such as blogs, social networking sites such as Twitter and Facebook and other innovations which are part of greater interactivity and user-generated content that characterize socalled Web 2.0 i.e. sites allowing users to interact and collaborate with each other in a social media dialogue have become more prominent. The use of social networking sites among internet users in India has grown nearly 52% since 2011, with more than 76 million people now using social networking sites in the country (McNaughton 2012). According to Andrea Broughton, Tom Higgins, Ben Hicks and Annette Cox (2010) social network sites are web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system. LITERATURE REVIEW On Facebook, where many users look to connect more personally and socially than professionally, its still a good idea to have a pristine profile. A recent survey by CareerBuilder.com found that 37
  2. 2. percent of employers screen candidates using social media, with one-third saying theyve rejected applicants because of what theyve found. As a result, its important to only post appropriate, professional photos of yourself and keep your communications clean. Facebook users also may benefit from creating lists of close friends, acquaintances and restricted users where they can sort out what content certain friends can see. Recruiting using Social Media has taken many parts of the globe by storm and this revolution is here to stay. Social media has become a potent tool for both employers and employees and as a low cost - high return option, recruiting through Social Media will soon become a key differentiator in the current global recruitment market. The advancement of technology will also fuel this growth with easier interface and ultra refined searches, helping employers and employees finding the right fit jobs (E.Balaji).Social Networking in India More than 33 million Internet users who form 84% of the total Internet audience, visit social networking sites The total Indian social networking audience grew 43 percent in the past year, more than tripling the rate of growth of the total Internet audience in India India now ranks as the seventh largest market worldwide for social networkingTable 1: Statistics showing use of SNS in India Source: Indiasocial Global Recruiting Trends Survey 2011 conducted by Linkedin in India Surveyed 369 recruiting professionals in India who have a LinkedIn profile. According to this survey 38% Employment branding, 36% referral programs and 33% social professional networking are the top recruiting trends in India. Most companies in India use social professional networking for recruiting 62% as minor hiring source and 18% as major hiring source.When asked why they use social networks to conduct background research, hiring managers stated the following: To see if the candidate presents himself/herself professionally 65 percent To see if the candidate is a good fit for the company culture 51 percentTo learn more about qualifications 45 percentTo see if the candidate is well-rounded 35 percentTo look for reasons not to hire the candidate 12 percentthecandidatesA third (34 percent) of hiring managers who currently research candidates via social media said they have found information that has caused them not to hire a candidate. That content ranges from evidence of inappropriate behavior to information that contradicted their listed qualifications: Candidate posted provocative/inappropriate photos/info 49 percent There was info about candidate drinking or using drugs 45 percent Candidate had poor communication skills 35 percent Candidate bad mouthed previous employer 33 percent Candidate made discriminatory comments related to race, gender, religion, etc. 28 percent Candidate lied about qualifications 22 percent While screening for red flags is one a reason for social media research, employers are also looking for information that could potentially give a job
  3. 3. seeker an advantage. Three in ten hiring managers (29 percent) said they have found something that has caused them to hire a candidate, citing content that showed them the following: Good feel for candidates personality 58 percent Conveyed a professional image 55 percentBackground information supported professional qualifications 54 percent Well-rounded, showed a wide range of interests 51 percentGreat communication skills 49 percentCandidate was creative 44 percentOther people posted great references about the candidate 34 percentEmployers are primarily using Facebook (65 percent) and LinkedIn (63 percent) to research candidates; 16 percent use Twitter. More than oneinfive job aspirants surveyed in India access social networking sites to hunt for the right job, according to the latest survey results revealed by global workforce solutions leader, Kelly Services. The survey also indicates that many are anxious about their potential career fallout from personal content on these sites. The findings are part of the Kelly Global Workforce Index, which obtained the views of approximately 97,000 people in 30 countries, including almost 2,000 in India. In the survey, respondents were asked a series of questions relating to their use of social networking as an employment tool, including identifying what social networking sites are most frequently used for searching for jobs and by what method they obtained their last job. The survey also sought to identify the impact of social media content on people's careers, and issues regarding the use of social networking within the workplace.Top sources referred by job aspirants to secure jobs: Recruitment/Staffing firms (26%) Direct approaches from employers (26%) Online postings (21%) Wordofmouth referrals (14%) Print advertisement (5%) Other (5%) Social media sites (4%) LinkedIn is the most popular social media site among all generation of job seekers Following is the agewise split of LinkedIn usage: Gen X (aged 3047), (69%) Baby boomers (aged 4865), (56%) Gen Y (aged 1829), (46%) Percentage of people searching jobs online across cities: Andhra Pradesh (44%) Delhi (34%) Karnataka (32%) Maharashtra (31%) Tamil Nadu (28%) Generation Y employees are the most likely to be active online for career development purposes (34% regard being active on social media as a requisite for career advancement), yet they are also most concerned about the possible adverse affects of online material. Well over one-quarter (28%) of Gen Ys worry that material from their social networking pages could adversely affect their career. This level of concern was shared across all generations, with 26% of Gen X respondents and 22% of Baby Boomers agreeing online material could pose potential career problems if not managed carefully. Commenting on the findings of the survey, Mr.Kamal Karanth, Managing Director, Kelly Services said, The use of social media has become more evident amongst job seekers in this technologically evolved market. It acts as a very distinctive and effective medium for both the employer and employee to connect and engage. More and more recruiters are using this tool as it helps in quickening the entire procedure of hiring
  4. 4. and is cost effective.The resume is no longer the first step in the recruitment process; Its one of the last. Social media gives both candidates and employers the chance to be more active in their job huntsaving time and money and ensuring that applicants who get the job are the best fit for the company and stay around for the long haul.MOST POPULAR SOCIAL NETWORKING SITESQ. Do you have your profile on any of the following social networking sites?FACEBOOK IS THE MOST POPULAR AMONG STUDENTS93%OBJECTIVESFacebookTwitterOther13% 13%Graph 1: Popular SNSQ.TIME SPENT ON SOCIAL MEDIARESEARCH MEHODOLOGY The main purpose of this study was to determine if and how students and companies are using social networking sites to screen potential candidates. Two types of survey questionnaire were developed. One focusing on students and the other on recruiters. The one focusing on students concentrated on measuring social media usage and respondents preferences. The questionnaire consisted of 10 questions which was distributed among 60 students studying in MMS second year in south Mumbai colleges. Out of these 60 questionnaires 30 were sent online. Sampling used was convenient sampling. The second questionnaire concentrated on recruiters to find what would their perceptions be based on information found online, and how would the information found on these websites influence their decision to hire. The questionnaire was distributed to 10 recruiters consisting of 6 questions each. Collected data was analyzed using central tendency tools such as percentages and graphs.40%Linkedin1. To determine the popularity of social networking sites among students as a tool for job seeking. 2. To understand the market potential of social networking sites as a recruitment tool by employers.93%How much time do you spend on social networking sites each week?> 25 hours65% OF STUDENTSSPEND 0-5 HOURS ON SOCIAL MEDIA SITES EAC WEEK21-25 hours16-20 hours0% 4% 4%11-15 hours6-10 hours17% 65%0-5 hoursGraph 2: Time spent on SNS USE OF SOCIAL NETWORKING SITESQ. Why do you use social networking sites? To promote yourself93% USE SNS TO KEEP IN TOUCH WITH FRIENDS AND FAMILYTo find information about companyTo make professional and business To keep in touch with friends and familyGraph 3: Use of SNS23% 0%To share video,photos ,andTo meet new peopleDATA ANALYSIS Analysis based on survey questionnaire provided to students10%40% 13% 33% 93%
  5. 5. FRIEND REQUEST SENTQ. Whom do you send friend request?Strangers(HR)SENT TO FRIENDSProfessional colleguesPORTALS AS THE MOST POPULAR TOOL FOR SEARCHING A JOB27%93%80% 13%Reference from professional, person al contacts27%Graph 7: Most popular mediaQ.How many contacts you have in your social networking profile?61 % HAVE MORE THAN 29%101-150Graph 5: Number of contacts on SNS53% HAVE DENIED USING SNS FOR JOB SEARCHYES 53%47%NOGraph 8: Use of SNS for seeking a job MOST POPULAR SOCIAL MEDIA SITE TO SEARCH FOR JOBQ.How many of your contacts are professional?50-75Do you use social networking sites for job search?0%< 5060 % HAVE 25-50Q.10%51-100MORE THAN 75USE OF SOCIAL NETWORKING SITES FOR SEEKING A JOB61%MORE THAN 150PROFESSIONAL CONTACTS IN THEIR SOCIAL MEDIA PROFILES13%Job portalsNews paperGraph 4: Friend request sentNUMBER OF PROFESSIONAL CONTACTS3%Company career sites33%Friends150 CONTACTSWhich of the following social media do you use to find job?80% HAVE CHOSEN JOBFamilyNUMBER OF CONTACTS IN SOCIAL MEDIA SITESQ. Other2%93 % OF REQUST ISMOST POPULAR MEDIA TO SEARCH FOR JOBSOther0%2%25-50< 25Graph 6: Number of professional contactsQ. If yes, which of these sites do you use?60%38%40% USE LINKEDIN AND HAS VOTED IT AS THE MOST POPULAR SNS TOOL FOR JOB SEARCH0%LinkedinTwitterFacebook40%10%27%Graph 9: Most popular SNS for job search
  6. 6. The above analysis shoes that the popular social media site is Facebook 93% which is extensively used to keep in touch with friends and family. The social media mostly preferred is job portals 80%.The preference to search for job through social media sites is negative with 53% not preferring it. When compared with Kelly Global Workforce Index which shows social media sites being used by only 4% students our analysis stands true.THE PURPOSE BEHIND USING SOCIAL MEDIA SITESWhat is your purpose behind using social networking sites as a recruitment tool?70% RECRUITERS USE SNS TO SEE IF THE CANDIDATE PRESENTS HIMSELF/HERSELF PROFESSIONALLYAnalysis based on survey questionnaire provided to recruiters TRADITIONAL TOOLS USED BY RECRUITERSQ.ON-CAMPUS RECRUITMENTTo look for reasons not to hire the candidate To see if the candidate is wellrounded To learn more about the candidates To see if the candidate is a good fit for the company To see if the candidate presents himself/herself30% 50% 50% 60% 70%Graph 12: Purpose of using SNSWhat are the tools used by your company for recruitment?90% RECRUITERS USEQ.On-campus recruitment90%SELECTION OF CANDIDATE THROUGH SNS8 OUT OF 10 RECRUITERS HAVE SUCCESSFULLY HIRED A CANDIDATEEmployee referrals80%Q. Have you selected any candidate using social networking sites? If yes why? People posted great referencesWHO WAS IDENTIFIED OR40%Great communication skills40%INTRODUCED THROUGH A SOCIAL NETWORK OR SOCIAL MEDIAJob portals60%Well-rounded70% SELECTING ON THE BASIS OFNewspaper50%Background informationCANDIDATESS PERSONALITY20%30%Candidate was creative60%Conveyed a professional imageGraph 10: Traditional recruitment tools used60% 70%Candidates personalityRECRUITERS LEVERAGING SOCIAL MEDIA TO REACH CANDIDATES IS AT AN ALL-TIME HIGHFACEBOOK AND TWITTER RECRUITINGQ.Do you or your company use social networks or social media to support your recruitment efforts?OthersADOPTION GROWING RAPIDLY WHILE20%Graph 13: Selecting candidate using SNS REJECTION OF CANDIDATE BASED ON INFORMATION FROM SNSLINKEDIN BECOMES NEARLY UNIVERSAL Twitter90% RECRUITERS USE LINKEDIN FOR RECRUITMENTFacebookCandidate lied about qualifications50% 90%Linkedin60%Graph 11: Usage of SNS by recruitersQ. Have you rejected any candidate based on the information provided by social networking sites? If yes why?70% REJECTEDCANDIDATE BECAUSE THEY POSTED INAPPROPRIATE CONTENTCandidate made discriminatory30% 20%Candidate bad mouthed previous Candidate had poor communication skills50% 30%There was info about candidate drinking Candidate posted provocative/inapprGraph 14: Rejecting candidate using SNS60% 70%
  7. 7. POTENTIAL FOR SOCIAL NETWORKING SITES AS A RECRUITMENT TOOL80% RECRUITERS BELIEVESocial Networking Sites is a fast moving topic which has to be monitored for a longer time period.Q. Do you think there is potential for social networking sites as a recruitment tool?NO 20%SNS HAS POTENTIAL AS A RECRUITMENT TOOLYES 80%Graph 15: Potential for SNS The above data comparison provides a scope on the potential power social networking sites may have on decision making from human resources and hiring managers. When comparing our survey against the Linkedin data research, the results showed that 90% of recruiters used Linkedin followed by Facebook (60%).The main purpose being to check if candidate presents himself/herself professionally (70%). The reasons given for candidate being rejected were inappropriate content posted (70%) followed by candidates drinking and using drugs (60%). The reasons for candidate being accepted were good feel for candidates personality (70%). When asked if social networking sites held potential in future the answers were in favor of Yes 89%. VI. LIMITATIONS Obviously in order for this exploratory research to gain statistical significance a larger sample will need to be surveyed. In spite of our efforts the response rate was less so the opinion of our overall study may not be representative of this group. . In addition, the sample size taken for recruiters which are making use of social-oriented networking sites is small (n=10) which may limit the generalizability of the study. As a consequence, it may be difficult to draw definite conclusions about social-oriented networking sites and recruitment. In addition, the study is only a snapshot in time and the usage ofVII. RECOMMENDATIONS 1. Plan a social media strategy that is right for your career goals. 2. Build an on-line professional profile. Create a robust LinkedIn profile. 3. Use platforms like Twitter to expand your network. 4. Stay YouTube, Facebook. 5. Join LinkedIn Groups (industry-related, or your college/university-related). 6. Consider starting a blog related to the many career interests you are passionate about. 7. Use social media platforms to research organizations and people. 8. Dont post inappropriate contents or comments on your profile. VIII. CONCLUSION Social media usage and activities continues to carve into our culture and there is no indication of it slowing down. In fact, more people become part of the phenomena including the aging population. It is no longer the young thing but a way many communicate, share experiences, interests, or display their attitudes and feelings. This is the new norm and as our analysis indicates the trend will likely continue to grow and hence the students must change their perceptions about social networking sites. They must realize that Social networking sites can also be used as a professional tool for seeking jobs. They must understand the concept of branding yourself. Branding yourself means that you create the right kind of emotional response you want people to have when they hear your name, see you online, or meet you in real life (Deckers, Lacy). Hiring managers will likely catch up to professional recruiters in terms of social media usage to hire for their needs. As the evolution of social networking sites gains momentum and the generation of students who are commonly on social networking sites move on to executive roles, more and more candidates will be screened and recruited through such sites. There is definitely a trend on the power
  8. 8. social networking sites may and will have on human resource and recruiting managers alike. IX.REFERENCES [1] Marissa McNaughton, (2012). Social Networking Grows 52% Among Indias Internet Users But Reaches Just 6.3% of Population. http://therealtimereport.com [2] Andrea Broughton, Tom Higgins, Ben Hicks and Annette Cox, (2010). Workplaces and Social Networking .The Implications for Employment Relations [3] Careerbuilder (2012) .Thirty-seven percent of companies use social networks to research potential job candidates, according to new CareerBuilder Survey. http://www.careerbuilder.com [4] E. Balaji, (2011). Indian Employees trust Social Media for finding a Job: Ma Foi Survey. http://www.businessstandard.com[5]IndiaSocial (2010). India Social Networking Audience grows by 43%, Facebook is No.1. http://www.indiasocial.in/india-social-networking/[6] Linkedin (2011).Global Recruiting Trends Survey2011. http://talent.linkedin.com/global_recruiting_trends_2011 [7]KellyGlobalWorkforceIndex,(2011).Social Media Networ /kingthe evolving workforce.http://www.kellyocg.com/Kelly_Global_Workforce_Ind ex[8] Erik Deckers, Kyle Lacy. Branding Yourself How to Use Social Media to Invent or Reinvent Yourself