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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 bo