data privacy day: perceptions study
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Data Privacy Day: Perceptions study. Consumers & HR/Recruiters. Prepared for: Trustworthy Computing Group, Microsoft Prepared by: Cross-Tab Marketing Services January 2010. Table of Contents. Executive Summary 3 Key Findings 4 Appendix Detailed Findings : Consumer Segment 19 - PowerPoint PPT PresentationTRANSCRIPT
Data Privacy Day: Perceptions study
Consumers & HR/Recruiters
Prepared for: Trustworthy Computing Group, MicrosoftPrepared by: Cross-Tab Marketing Services January
2010
Microsoft Confidential 2Microsoft Confidential 2
Executive Summary 3
Key Findings 4
Appendix
– Detailed Findings : Consumer Segment 19
– Detailed Findings : HR/Recruiter Segment 60
Table of Contents
Microsoft Confidential 3Microsoft Confidential 3
As we look at the findings of the study, three main points emerge:The impact of online reputation on professional life– Nationality plays key role in determining whether online content will harm reputations– Companies have formal policies for checking online reputational data, but male recruiters are more likely to
check - except in France – Recruiters typically conduct deeper searches than most consumers are aware of, and feel justified in doing so – Not all online content is true – but candidates may be rejected nonetheless– Recruiters say they tell candidates if online content factored into their rejection, but consumers do not seem
to be hearing it– Good online reputations matter to recruiters
The impact of online reputation on personal life – Online reputations matter when trying to meet people socially, but the extent to which it matters is closely
tied to age – Survey respondents are concerned about having their online reputations abused to steal their identities,
target them for scams, or become a victim of defamation, harassment or bullying– The impact to online reputations by content created via mobile devices is an area of concern for consumers
What people do to manage their online reputation– Consumers take steps to keep a divide between personal and professional identities.– Most respondents use measures to protect and manage their online reputation.– Consumers apply both proactive and reactive methods of reputation management.– Respondents are divided about their ability to manage their online reputation and on ownership of issues.
Executive Summary
Microsoft Confidential 4Microsoft Confidential 4
Key Findings
Microsoft Confidential 5Microsoft Confidential 5
As job seekers worldwide struggle to find employment, understanding how information posted online can affect their chances for employment are critical.
Only a little over one third of the consumers surveyed are concerned that their online reputation might impact their chances of getting a job or admission into a college in the future whereas most of the HR/Recruiters surveyed admit that they review online reputational information while evaluating a candidateInterestingly, consumer respondents in the US and the UK expressed the least concern, however this is where HR and Recruitment professionals are most likely to review online information about candidates.
The impact of online reputation on professional life
WW US UK Germany France2% 1% 2% 2% 2%
14%6%
16%6%
29%10%
5%
9%10%
18%22%
9%
27%23%
28%27%
35%
22%37%
14%25%44%
25% 22%9%
All the time Most of the time Sometimes Rarely NeverDon’t know
Q6. Do you review online reputational information about candidates when evaluating them for a potential job / college admission?
WW US UK Germany France7% 6% 10% 6% 5%
30% 37%39%
19% 24%
28%28% 22%
26%34%
26% 18% 20%38%
27%
10% 11% 9% 10% 9%
Very concerned Somewhat concerned Not very concerned Not at all concerned Don’t know
Q18. How concerned are you that your online reputation may Impact your ability to get a job/be admitted into college in the future?
Consumers HR/Recruiters
Microsoft Confidential 6Microsoft Confidential 6
The impact of online reputation on professional life…contd
HR/Recruiters surveyed also reveal that in the US and also in the UK, to a large extent, this practice is part of their organization’s formal hiring process.
– While a majority of those surveyed in the US (75%) as well as nearly half of those surveyed in the UK (48%) state this as part of their organization’s formal hiring process, very few state this as the case in Germany & France. However, in both US and Germany, HR/Recruiters surveyed admit that they review online reputational information irrespective of the above fact.
These HR/Recruiters from the two countries above also mention that they have rejected a candidate based on such reputational information.
US UK Germany France
75%
48%
21% 21%
79%
47%
59%
23%
Part of Corp Policy
Recuiters reviewing reputational info
US UK German French
70%
41%
16% 14%
7% 9%13%
10%
RecruitersConsumers
% of recruiters who have rejected candidates based on information found online
VS.% of consumers who think online information affected their job
search
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Microsoft Confidential 7Microsoft Confidential 7
Recruiters typically conduct deeper searches than most consumers are aware of, and feel justified in doing so The chart below highlights the distinction between the proportion of recruiters using certain sites to review online information about candidates and the proportion of consumers (worldwide) who feel it is appropriate for them to do so.– The key distinction here is that almost twice as many recruiters review social networking sites than
consumers feel it is appropriate to do so.
The impact of online reputation on professional life…contd
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
News sharing sites
Online forums/communities
Blogs
Photo/Video sharing sites
Personal websites
Professional/Business networking sites
Social networking sites
Classifieds/Auction sites
Online gaming sites
Virtual world sites
30%
29%
30%
30%
39%
53%
35%
20%
18%
18%
25%
25%
31%
35%
44%
52%
62%
14%
14%
16%
RecruitersConsumer
% of recruiters (WW) who are reviewing specific sites online VS. % of consumers (WW) who feel it is appropriate for recruiters to review such sites
Microsoft Confidential 8Microsoft Confidential 8
Good online reputations matter to recruitersMost of the HR/Recruiters surveyed in all the four countries (UK: 65%, Germany: 71%, France: 48%), more so in the US (86%), admit that a positive online reputation has a definite impact on a candidate’s application.
The impact of online reputation on professional life…contd
WW US UK Germany France3% 3% 4% 2% 4%8%
1%7% 6%
16%
21%
10%
24%20%
31%
46%
38%
46% 56%
43%
22%
48%
19% 15%5%
To a great extent
To some extent
A little
Not at all
Don’t know
Q18. To what extent do you feel that a positive online reputation impacts a candidate’s application?
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Microsoft Confidential 9Microsoft Confidential 9
Most of those surveyed do not believe that there has been any positive or negative impact on their chances of getting a job or getting admission in a college, because of their online reputation.Online reputations matter when trying to meet people socially, but the extent to which it matters is closely tied to age – There is a predictable decline in the importance of this information by age. Presumably, this is due to three
age related factors: older users are likely to have placed less information about themselves online, are less likely to post content about themselves that could be seen as detrimental, and are less likely to be actively trying to expand their social networks.
The impact of online reputation on personal life
18-24 25-30 31-40 41-50 50+
46%36%
26% 20%11%
38%47%
52%56%
61%
16% 17% 22% 24% 29%
Don’t know/Not applicable
No
Yes
Q19. Meet people - Do you believe that your online reputation has ever helped you:
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Microsoft Confidential 10Microsoft Confidential 10
Survey respondents are concerned about having their online reputations abused to steal their identities, target them for scams, or become a victim of defamation, harassment or bullying– Most of those surveyed (79%) believe that they have at least some control over their online reputation. This
feeling of control is probably a manifestation of the fact that most of those consumers surveyed (53%) keep their personal and professional online profiles separate, mainly by restricting access or using multiple user profiles.
– These actions are probably the reason behind the concern about their online reputation being used for identity theft (56%) or scams (55%).
The impact of online reputation on personal life…contd
Cyber-bullying
To defame you
To harass you
To scam you
To steal your identity
22%
34%
32%
51%
50%
43%
46%
55%
61%
54%
27%
30%
30%
55%
60%
27%
31%
31%
54%
59%
30%
35%
37%
55%
56%
WW US
UK Germany
France
Q10. How concerned are you about the possibility that your online reputation may be used for the following purposes:
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Microsoft Confidential 11Microsoft Confidential 11
The impact to online reputations by content created via mobile devices is an area of some concern for consumers– However, US consumers are the least concerned about their online reputation being damaged by content
captured by someone else's mobile device. German consumers seem to be a little more concerned than the consumers from other markets about this
The impact of online reputation on personal life…contd
WW US UK Germany France
9% 11% 11% 8% 5%
25%31% 28%
20%22%
30%
27%27%
26%
42%
25% 18% 24%
32%
25%
10% 12% 10% 14%6%
Very concerned
Somewhat concerned
Not very concerned
Not at all concerned
Don’t know
Q12. How concerned are you that your online reputation may be harmed by content captured via someone else’s cell phone or mobile device?
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Microsoft Confidential 12Microsoft Confidential 12
Online Reputation Management (ORM)More than half of the US consumers responding are concerned about their online reputation. However French consumers do not seem to be as concerned as their US counterparts. This can be attributed to less dependence on online reputational information by HR professionals and proactive management by French respondents.
WW US UK Germany France
7% 7% 7%12%
3%
22% 24% 24% 12% 29%
26% 18% 20% 28%
35%
28%
27%31%
32%
24%
17%24%
18% 15%9%
I am very concerned about my online repu-tation
I am somewhat con-cerned about my online reputation
I am not very concerned about my online repu-tation
I am not at all con-cerned about my online reputation
Don’t know
WW US UK Germany
France
52% 79%
47% 57% 23%
Use of online reputational information by HR professionals in various countries
US UK Germany France
51% 49% 47%
33%
67%62%
77%84%Extent of concern Steps taken for ORM
Q1.Which of the following statements best describes how you think about your online reputation:
Microsoft Confidential 13Microsoft Confidential 13
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France
22% 21%26% 28%
14%
25% 26%26% 25%
25%
53% 53%48% 47%
61%
Yes, always
Yes, in some instances
No
Online reputation managementFrench respondents are the most likely to report always taking steps to keep their personal and professional online profiles separate
Q7. Do you take steps to keep your personal and professional online profiles separate?
(n=1222) (n=289) (n=291) (n=311) (n=331)
Microsoft Confidential 14Microsoft Confidential 14
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Others
Keep all or some of my user profiles anonymous
Don’t publicly share which sites I use
Use multiple user profiles
Restrict who has access to my sites
1%
35%
35%
45%
46%
1%
34%
37%
56%
44%
2%
35%
36%
35%
53%
4%
31%
43%
38%
57%
2%
34%
38%
44%
50%
WW (n=953)
US (n=228)
UK (n=216)
Germany (n=224)
France (n=285)
Separation of personal and professional online profiles: Steps takenRestricting access and not sharing the sites they use in public, appear to be the most common steps taken by consumers to keep their personal and professional profiles separate. Interestingly, men are more likely to create multiple user profiles than women, at 50% vs. 38%.
Q8. Which of the following steps do you take to keep your personal and professional online reputations separate?
Others
Keep all or some of my user profiles anonymous
Don’t publicly share which sites I use
Use multiple user profiles
Restrict who has access to my sites
2%
31%
43%
38%
55%
2%
37%
31%
50%
44%
Male
Female
Microsoft Confidential 15Microsoft Confidential 15
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Checked to see what other people say about me on websites/gaming communities/blogs/online auction
& classifieds sites etc.
Used privacy settings on social networking sites that determine
who can access and respond to my content
Decided not to post specific text, photos or video online
Searched my own name using a search engine
22%
37%
43%
56%
21%
30%
41%
59%
17%
31%
26%
36%
19%
37%
35%
42%
20%
34%
37%
48%
Online reputation management – Common steps consumers take to protect themselves
Q9. In the last six months, which of the following steps (if any) have you taken to manage your online reputation?
Employed an online reputation management company
Contacted a web site owner or administrator and asked them to remove unflattering or untrue content
Checked my credit report
Used the alert feature provided by some websites that automatically notifies me of any new mention of my name or other personal information
4%
4%
5%
16%
2%
4%
10%
8%
3%
5%
19%
13%
2%
4%
11%
11%
4%
8%
Doing a self search and using privacy settings to restrict access to profiles are common steps taken by respondents in the last 6 months to manage their online reputation. Other than a self-search, respondents in the 40+ age group are not likely to have taken any other steps to manage their online reputation in the past six months.French and German consumers also seem to employ more discretion about posting specific content online.
Contd..
WW (n=1345) US (n=335) UK (n=333) Germany (n=334) France (n=343)
Microsoft Confidential 16Microsoft Confidential 16
While the clear majority of consumers responding in each country feel they have at least some control over their online reputation, US respondents are the most likely to feel they have a lot of control.
Online reputation management - Extent of control on online reputation
WW US UK Germany France
9% 10% 11% 11%5%
12% 6% 9%12%
19%
51%
43%
50%
62%
50%
28%
40%31%
14%
27%
A lot of control Some control No control Don’t know
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Q2. How much control do you think you have over your online reputation?
Microsoft Confidential 17Microsoft Confidential 17
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Q22. Where do you believe responsibility resides in protecting an individual’s online reputation?
WW US UK Germany France
9% 8%14%
9% 6%
4%2%
4%
5% 7%
47%
42%
46%
44%
55%
39%48%
36%42%
31% Responsibility re-sides entirely with the individual
Responsibility is shared between the individual and the webs
Responsibility re-sides with the web-site owners
Don’t know
Online reputation management - Responsibility for protecting online information
(n=1345) (n=335) (n=333) (n=334) (n=343)
The most common viewpoint among consumer respondents from each of the European countries is that the responsibility for protecting their online reputation lies between the individual and the website. US respondents are most likely to believe the responsibility lies entirely with the individual.
Microsoft Confidential 18Microsoft Confidential 18
Appendix
Microsoft Confidential 19Microsoft Confidential 19
Internet Usage
Online Reputation & its impact on Personal Life
Online Reputation & its impact on Education/Employment
Online Reputation Management
Demographics
Detailed Findings: Consumer Segment
Microsoft Confidential 20Microsoft Confidential 20
Internet Usage
Microsoft Confidential 21Microsoft Confidential 21
Source: Online Reputation study (for Data Privacy Day)
WW US UK Germany France
68% 64%73%
67% 68%
32% 36%27%
33% 32%
4 to 10 hours
More than 10 hours
Internet usageWorldwide, the majority of the users surveyed (68%) are avid internet users (more than 10 hrs per week for personal use)
S3. About how many hours per week do you spend using the Internet for personal use [outside of work use]?
(n=1345) (n=335) (n=333) (n=334) (n=343)
Microsoft Confidential 22Microsoft Confidential 22
Source: Online Reputation study (for Data Privacy Day)
Online forums/Communities
Online gaming sites
Photo/Video sharing sites
Social networking sites
Classifieds/auction sites
45%
52%
49%
75%
75%
54%
47%
40%
62%
73%
35%
32%
47%
63%
64%
29%
42%
44%
64%
55%
41%
43%
45%
66%
67%
Types of web sites accessed…personal useFor personal use, classifieds/auction sites and social networking sites seem to be the most visited across segments amongst those surveyed
Professional/Business networking sites
Virtual world sites
News sharing sites
Blogs
Personal websites
16%
16%
17%
34%
30%
18%
23%
44%
37%
43%
13%
15%
21%
24%
27%
14%
15%
24%
28%
27%
15%
17%
26%
31%
32%
Q3A. Which, if any, of the following types of websites do you access for your own personal and/or professional use? - PersonalWW (n=1345) US (n=335) UK (n=333) Germany (n=334) France (n=343)
Contd..
Microsoft Confidential 23Microsoft Confidential 23
Source: Online Reputation study (for Data Privacy Day)
Blogs
Social networking sites
News sharing sites
Online forums/Communities
Classifieds/auction sites
Professional/Business networking sites
4%
8%
8%
7%
8%
24%
9%
6%
11%
10%
9%
20%
6%
5%
3%
6%
5%
11%
6%
7%
7%
8%
10%
15%
6%
7%
7%
8%
8%
18%
Types of web sites accessed…professional use
Q3B. Which, if any, of the following types of websites do you access for your own personal and/or professional use? - Professional
None of these
Online gaming sites
Virtual world sites
Photo/Video sharing sites
Personal websites
54%
3%
1%
3%
8%
61%
3%
3%
3%
7%
77%
2%
2%
2%
5%
69%
2%
3%
4%
5%
65%
2%
2%
3%
6%
Contd..
WW (n=1345) US (n=335) UK (n=333) Germany (n=334) France (n=343)
The clear majority of respondents in each country stated that they aren’t using any of these site for professional purposes. 18% of respondents worldwide use professional networking sites.
Microsoft Confidential 24Microsoft Confidential 24
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Online gaming sites
Online forums / Communities
Personal websites
News sharing sites
Social networking sites
41%
41%
47%
38%
58%
33%
45%
40%
54%
51%
35%
41%
38%
48%
61%
48%
42%
51%
46%
62%
39%
42%
43%
48%
58%
Frequency of usage…personalSocial networking sites followed by personal websites seem to be the most frequently visited sites with more than half of US consumers surveyed accessing such sites at least once a day or more
Q4. How frequently do you use following websites – Personal Base: Once a day + More than once a day
Photo/Video sharing sites
Classifieds / auction sites
Virtual world sites
Professional / Business networking sites
Blogs
20%
23%
23%
33%
36%
26%
31%
33%
38%
40%
22%
27%
29%
24%
25%
32%
26%
37%
43%
44%
25%
27%
30%
35%
37%
Contd..
WW US UK Germany France
Microsoft Confidential 25Microsoft Confidential 25
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Online forums/Com-munities
News sharing sites
Professional/Business networking sites
Online gaming sites
Social networking sites
46%
29%
56%
60%
58%
57%
62%
42%
40%
62%
26%
67%
56%
33%
61%
42%
36%
44%
100%
72%
45%
46%
49%
56%
63%
Frequency of usage…professional
Photo/Video sharing sites
Professional / Business networking sites
Classifieds/auction sites
Blogs
Virtual world sites
22%
32%
48%
13%
60%
20%
40%
43%
47%
55%
25%
32%
28%
53%
29%
33%
32%
40%
43%
30%
26%
34%
41%
41%
42%
Contd..
Q4. How frequently do you use following websites - Professional Base: Once a day + More than once a day
WW US UK Germany France
Among those who use professional/business networking sites for professional purposes, around half do so at least once a day.
Microsoft Confidential 26Microsoft Confidential 26
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France
45% 42% 43%49% 45%
55% 58% 57%51% 55%
Yes
No
Edit or post contentWhile 55% of those surveyed worldwide post or edit content into websites, across markets, it’s mostly those below 40 years of age that do so
Q5. Do you edit or post content (such as text, photo’s, video’s etc). to websites?
(n=1222) (n=289) (n=291) (n=311) (n=331)
Microsoft Confidential 27Microsoft Confidential 27
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France3% 4% 2% 5%5% 4% 7% 2%
6%
7% 8% 8%4% 8%
21% 18%24%
21%20%
29%
20%
24%36% 34%
37%47%
35% 33% 32%
All the time
Most of the time
Sometimes
Rarely
Never
Don’t know
Considering own reputationMost people consider their own online reputation while posting content, although women are more inclined to do so all the time than men (42% vs. 30%)
Q6. When you edit or post content such as text, video or photos to websites, do you consider: Your own online reputation
(n=676) (n=168) (n=165) (n=160) (n=183)
Microsoft Confidential 28Microsoft Confidential 28
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France
4% 5% 6% 6%8% 6%
12%6%
7%
11% 12%
15%
10%9%
24% 26%
24%
23%
22%
27% 20%
22%
33%
34%
26%32%
22% 23%27%
All the time Most of the time Sometimes Rarely Never Don’t know
Considering others reputationAlthough people consider other people's online reputation too while posting content, here again, women are more inclined to do so all the time than men (32% vs. 19%)
(n=676) (n=168) (n=165) (n=160) (n=183)
Q6. When you edit or post content such as text, video or photos to websites, do you consider: Other people’s online reputation
Microsoft Confidential 29Microsoft Confidential 29
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France
62%72%
65% 68%
46%
38%28%
35% 32%
54%
Yes No
Posting content via mobile applicationsA vast majority of US, UK and German consumers responding do not use any mobile device to edit or post content online. However, more than half the French respondents reported using a mobile device to post content online
Q11. Do you use a cell phone or mobile device to edit or post content such as text, video, photo’s etc. to websites?
(n=676) (n=168) (n=165) (n=160) (n=183)
Microsoft Confidential 30Microsoft Confidential 30
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France
9%2% 4%
12% 13%
39%
34% 30%
49%39%
52%
64% 66%
39%48%
Yes No Don’t know
Posting content by children
Q13. Do your children post content (such as text, video or pictures) about themselves online (e.g. to social networking sites, video/photo sharing sites, blogs etc.)?
(n=335) (n=61) (n=70) (n=94) (n=110)
German parents responding are the least likely to report that their children post content about themselves online. This is a more common practice among children of respondents from each of the other countries.
Microsoft Confidential 31Microsoft Confidential 31
Online Reputation and its impact on Personal Life
Microsoft Confidential 32Microsoft Confidential 32
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Cyber-bullying
To defame you
To harass you
To scam you
To steal your identity
22%
34%
32%
51%
50%
43%
46%
55%
61%
54%
27%
30%
30%
55%
60%
27%
31%
31%
54%
59%
30%
35%
37%
55%
56%
WW (n=1345)
US (n=335)
UK (n=333)
Germany (n=334)
France (n=343)
Threats to online reputationMost consumers surveyed seem to be more concerned about their online reputation being used for identity theft and online scams than anything else.
Q10. How concerned are you about the possibility that your online reputation may be used for the following purposes:
Microsoft Confidential 33Microsoft Confidential 33
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France
9% 11% 11% 8% 5%
25%31% 28%
20%22%
30%
27%27%
26%
42%
25% 18% 24%
32%
25%
10% 12% 10% 14%6%
Very concerned
Somewhat concerned
Not very concerned
Not at all concerned
Don’t know
Threat from mobile devicesUS consumers are not concerned about their online reputation being damaged by content captured by someone else's mobile device. German consumers seem to be a little more concerned than the consumers from other markets about this.
Q12. How concerned are you that your online reputation may be harmed by content captured via someone else’s cell phone or mobile device?
(n=1345) (n=335) (n=333) (n=334) (n=343)
Microsoft Confidential 34Microsoft Confidential 34
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK France
9% 10% 9% 8%
41%31%
41% 47%
51%59%
50%45%
Yes No Don’t know
Threat to children’s future
Q14. Do you believe that your children's online reputation may impact their future chances of being accepted into a school or college?
(n=138) (n=39) (n=46) (n=53)
* Not asked in Germany
Around half of those responding who reported that their children post content about themselves online, went on to state that they believe their child’s online reputation may impact their future employment or school/college chances.
Microsoft Confidential 35Microsoft Confidential 35
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France
14% 13% 15% 11% 15%
34% 33%39%
30%
34%
52% 54%46%
59%51%
Yes No Don’t know
Threat to children’s future…contdMost of the parents say that their children post content about themselves online and they also believe that their children's online reputation would affect their future chances of being accepted into a school or college as well as being hired for a job. While this is the case across markets, the French consumers, especially women, are not so convinced that there will be any effect on school/college admissions.
(n=175) (n=39) (n=46) (n=37) (n=53)
Q14. Do you believe that your children's online reputation may impact their future chances of being hired for a job?
Microsoft Confidential 36Microsoft Confidential 36
Online Reputation and its impact on Education/Employment Opportunities
Microsoft Confidential 37Microsoft Confidential 37
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France
14% 16%
28%
6% 7%
13% 13%
19%
5%
16%
43% 41%
33%
52%
46%
29% 30%20%
37%31%
Frequently Occasionally Never Don’t know
Impact on job applicationMost consumers surveyed believe that online reputational information is at least occasionally used for making hiring decisions. This is especially true in Germany, where 89% believe this to be the case.
(n=1345) (n=335) (n=333) (n=334) (n=343)
Q15. To what extent do you think online reputational information is used to make decisions on hiring a candidate for a job?
Microsoft Confidential 38Microsoft Confidential 38
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK France
23% 21%32%
15%
27%
18%
26%
36%
35%
38%
29% 39%
15%23%
13% 9%
Frequently Occasionally Never Don’t know
Impact on college admissionsAlmost a quarter of US consumers surveyed believe that online reputational information is frequently used to make decisions on college admissions. This proportion is notably lower in both the UK and France.
(n=1011) (n=335) (n=333) (n=343)
Q15. To what extent do you think online reputational information is used to make decisions on admitting a student into a college?
* Not asked in Germany
Microsoft Confidential 39Microsoft Confidential 39
Source: Online Reputation study (for Data Privacy Day)
Blogs
Photo/Video sharing sites
News sharing sites
Social networking sites
Personal websites
Professional/Business networking sites
25%
20%
21%
32%
42%
31%
36%
31%
40%
46%
58%
24%
24%
26%
28%
32%
48%
39%
40%
42%
43%
46%
64%
30%
30%
30%
35%
39%
53%
Appropriateness of websites while evaluating candidatesMost US consumers believe that it is appropriate to review only professional/business networking sites, personal websites and online forums/communities while evaluating a candidate and either believe it is inappropriate, or are divided in their opinion, about reviewing any other sites.UK consumers think it is appropriate to review professional networking sites while German consumers believe that apart from professional sites, personal websites can also be reviewed. However, the majority of French respondents do not think it's appropriate to review any site while evaluating candidates
Q16. How appropriate do you think it is for employers and college admissions officers to review the following types of online sites when evaluating candidates
Online gaming sites
Virtual world sites
Classifieds/auction sites
Sites that contain financial information about candidates
Online forums/Communities
10%
10%
0%
23%
21%
21%
23%
24%
29%
17%
17%
17%
21%
23%
23%
25%
28%
35%
42%
18%
18%
20%
27%
29%
WW US UK Germany France
Microsoft Confidential 40Microsoft Confidential 40
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France
9% 11% 12% 11%3%
30%37% 35%
21%27%
26%
23%20%
26% 34%
19%14%
17%25%
18%
16% 15% 16% 17% 17%More concerned that it might affect my per-sonal life
More concerned that it might affect my pro-fessional life
Equally concerned that it might affect both my personal and profes-sional life
Not concerned that it will affect either my personal or professional life
Don’t know
Concern about impact of online reputationMost respondents in the US and UK are not concerned about their online reputation affecting either their personal or professional life. There is slightly more concern among French and German respondents about an equal effect on personal and professional life.
(n=1345) (n=335) (n=333) (n=334) (n=343)
Q17. Are you more concerned that your online reputation might affect your personal life or your professional life?
Microsoft Confidential 41Microsoft Confidential 41
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France
7% 6% 10% 6% 5%
30%37%
39%
19% 24%
28%
28%22%
26%
34%
26%18% 20%
38%
27%
10% 11% 9% 10% 9%
Very concerned
Somewhat concerned
Not very concerned
Not at all concerned
Don’t know
Concern about Impact of online reputation: Education/EmploymentClose to four in 10 respondents in the US and UK are not at all concerned that their online reputation may impact their ability to get a job or be admitted into college in the future. French respondents are also not concerned by this, however almost half the German respondents are at least somewhat concerned.
(n=1345) (n=335) (n=333) (n=334) (n=343)
Q18. How concerned are you that your online reputation may impact your ability to get a job/be admitted into college in the future?
Microsoft Confidential 42Microsoft Confidential 42
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Q19. Get a job - Do you believe that your online reputation has ever helped you:
WW US UK Germany France
24%33% 29%
19%15%
65%54% 62%
67% 77%
11% 13% 10% 14%9%
Yes No Don’t know / Not applicable
Positive impact of online reputation – Helped get a jobMost US consumers responding do not believe that their online reputation has ever helped them get a job or be admitted into a college. However, they do believe, mostly men, that it has helped them in meeting people. Consumers responding in each of the European countries generally do not believe their online reputation has helped them in any of these three activities (getting job, admittance into college or meeting people).
(n=1345) (n=335) (n=333) (n=334) (n=343)
Microsoft Confidential 43Microsoft Confidential 43
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Q19. Get into college - Do you believe that your online reputation has ever helped you:
WW US UK France
27%36% 32%
14%
55%
57% 61%
48%
18%7% 7%
38%
Yes
No
Don’t know / Not applicable
Positive impact of online reputation – Helped get into College
(n=1011) (n=335) (n=333) (n=343)
* Not asked in Germany
Microsoft Confidential 44Microsoft Confidential 44
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Q19. Meet people - Do you believe that your online reputation has ever helped you:
WW US UK Germany France
21% 24% 24%17% 18%
50%36%
42%
43%
77%
29%39%
34%40%
5%
Yes
No
Don’t know/Not applicable
Positive impact of online reputation – Helped meet people
(n=1345) (n=335) (n=333) (n=334) (n=343)
Microsoft Confidential 45Microsoft Confidential 45
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Q20. Get a job - Do you believe that your online reputation has ever harmed your attempt to:
WW US UK Germany France
22%27% 27%
22%12%
68%66% 64%
65%78%
10% 7% 9%13% 10%
Yes
No
Don’t know/Not applicable
Negative impact of online reputation – Getting a jobGenerally, most consumers surveyed don’t believe that their online reputation has ever harmed their attempts at any of the three activities either (getting a job, college admission, meeting people).
(n=1345) (n=335) (n=333) (n=334) (n=343)
Microsoft Confidential 46Microsoft Confidential 46
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Q20. Get into college - Do you believe that your online reputation has ever harmed your attempt to:
WW US UK France
23%28% 32%
11%
69%67% 62%
77%
8% 4% 7%12%
Yes
No
Don’t know/Not applicable
Negative impact of online reputation – Getting into College
(n=1011) (n=335) (n=333) (n=343)
* Not asked in Germany
Microsoft Confidential 47Microsoft Confidential 47
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Q20. Meet people/make friends - Do you believe that your online reputation has ever harmed your attempt to:
WW US UK Germany France
20% 24% 24%19%
14%
71% 68% 68%67% 79%
9% 9% 8%14%
7%
Yes No Don’t know/Not applicable
Negative impact of online reputation – Helped meet people
(n=1345) (n=335) (n=333) (n=334) (n=343)
Microsoft Confidential 48Microsoft Confidential 48
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Q21. Is there any information that you have posted online that you wish you had not posted?
WW US UK Germany France
11% 11% 12% 9% 11%
70% 72% 70%71% 66%
20% 17% 18% 20% 22%
Yes
No
Don’t know/Not applicable
Regret about online posting
(n=1345) (n=335) (n=333) (n=334) (n=343)
Microsoft Confidential 49Microsoft Confidential 49
Online Reputation Management
Microsoft Confidential 50Microsoft Confidential 50
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France
7% 7% 7%12%
3%
22% 24% 24% 12% 29%
26% 18% 20% 28%
35%
28%
27%31%
32%
24%
17%24%
18% 15%9%
I am very concerned about my online repu-tation
I am somewhat con-cerned about my online reputation
I am not very con-cerned about my online reputation
I am not at all con-cerned about my online reputation
Don’t know
Online Reputation
Q1. Which of the following statements best describes how you think about your online reputation: (People’s perception of you based on all the content posted by you or about you online)
(n=1345) (n=335) (n=333) (n=334) (n=343)
Around half the US and UK respondents are concerned about their online reputation. French and German respondents do not seem to be as worried as their US counterparts.
Microsoft Confidential 51Microsoft Confidential 51
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France
9% 10% 11% 11%5%
12% 6% 9%12%
19%
51%
43%
50%
62%
50%
28%
40%31%
14%
27%
A lot of control Some control No control Don’t know
Control over online reputationWhile the clear majority of consumers responding in each country feel they have at least some control over their online reputation, US respondents are the most likely to feel they have a lot of control.
(n=1345) (n=335) (n=333) (n=334) (n=343)
Q2. How much control do you think you have over your online reputation?
Microsoft Confidential 52Microsoft Confidential 52
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France
22% 21%26% 28%
14%
25% 26%26% 25%
25%
53% 53%48% 47%
61%
Yes, always
Yes, in some instances
No
Separation of personal and professional online profilesFrench respondents are the most likely to report always taking steps to keep their personal and professional online profiles separate
Q7. Do you take steps to keep your personal and professional online profiles separate?
(n=1222) (n=289) (n=291) (n=311) (n=331)
Microsoft Confidential 53Microsoft Confidential 53
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Others
Keep all or some of my user profiles anonymous
Don’t publicly share which sites I use
Use multiple user profiles
Restrict who has access to my sites
1%
35%
35%
45%
46%
1%
34%
37%
56%
44%
2%
35%
36%
35%
53%
4%
31%
43%
38%
57%
2%
34%
38%
44%
50%
WW (n=953)
US (n=228)
UK (n=216)
Germany (n=224)
France (n=285)
Separation of personal and professional online profiles: Steps takenRestricting access and not sharing the sites they use in public, appear to be the most common steps taken to keep personal and professional profiles separate. Interestingly, men are more likely to create multiple user profiles than women, at 50% vs. 38%.
Q8. Which of the following steps do you take to keep your personal and professional online reputations separate?
Microsoft Confidential 54Microsoft Confidential 54
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Checked to see what other people say about me on websites/gaming communities/blogs/online auction
& classifieds sites etc.
Used privacy settings on social networking sites that determine
who can access and respond to my content
Decided not to post specific text, photos or video online
Searched my own name using a search engine
22%
37%
43%
56%
21%
30%
41%
59%
17%
31%
26%
36%
19%
37%
35%
42%
20%
34%
37%
48%
Steps taken to manage online reputation
Q9. In the last six months, which of the following steps (if any) have you taken to manage your online reputation?
Employed an online reputation management company
Contacted a web site owner or administrator and asked them to remove unflattering or untrue content
Checked my credit report
Used the alert feature provided by some websites that automatically notifies me of any new mention of my name or other personal information
4%
4%
5%
16%
2%
4%
10%
8%
3%
5%
19%
13%
2%
4%
11%
11%
4%
8%
Doing a self search and using privacy settings to restrict access to profiles are common steps taken by respondents in the last 6 months to manage their online reputation. Other than a self-search, respondents in the 40+ age group are not likely to have taken any other steps to manage their online reputation in the past 6 months.French and German consumers also seem to employ more discretion about posting specific content online.
Contd..
WW (n=1345) US (n=335) UK (n=333) Germany (n=334) France (n=343)
Microsoft Confidential 55Microsoft Confidential 55
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Q22. Where do you believe responsibility resides in protecting an individual’s online reputation?
WW US UK Germany France
9% 8%14%
9% 6%
4%2%
4%
5% 7%
47%
42%
46%
44%
55%
39%48%
36%42%
31% Responsibility re-sides entirely with the individual
Responsibility is shared between the individual and the webs
Responsibility re-sides with the web-site owners
Don’t know
Responsibility for protecting online information
(n=1345) (n=335) (n=333) (n=334) (n=343)
The most common viewpoint among respondents from each of the European countries is that the responsibility for protecting their online reputation lies between the individual and the website. US respondents are most likely to believe the responsibility lies entirely with the individual.
Microsoft Confidential 56Microsoft Confidential 56
Demographics
Microsoft Confidential 57Microsoft Confidential 57
Source: Online Reputation study (for Data Privacy Day)
S1. Please indicate your gender. S2. In which age category do you fall?
Profile of target audience
WW
US
UK
Germany
France
54%
57%
56%
49%
54%
46%
43%
44%
51%
46%
Female Male
WW
US
UK
Germany
France
17%
24%
19%
12%
13%
13%
8%
14%
18%
13%
21%
18%
17%
20%
26%
30%
29%
29%
30%
33%
19%
21%
21%
19%
15%
50+ 41-50 31-40 25-30 18-24
(n=1345)
(n=335)
(n=333)
(n=334)
(n=343)
(n=1345)
(n=335)
(n=333)
(n=334)
(n=343)
Gender Age
Microsoft Confidential 58Microsoft Confidential 58
Source: Online Reputation study (for Data Privacy Day)
Internet access by children
WW
US
UK
Germany
France
1%
4%
5%
9%
3%
8%
2%
94%
91%
93%
92%
98%
Don’t know No Yes
(n=356)
(n=67)
(n=75)
(n=102)
(n=112)
Internet access by children
WW
US
UK
Germany
France
74%
80%
77%
69%
67%
26%
20%
23%
31%
33%
No Yes
(n=1345)
(n=335)
(n=333)
(n=334)
(n=343)
Children between the agesof 10-21
S5. Do your children access the internet using a computer/laptop/cell phone/mobile device/gaming device? S4. Do you have any children between the ages of 10-21?
Microsoft Confidential 59Microsoft Confidential 59
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
D1. What is your primary employment status? D2. What is the highest level of formal education you yourself have completed?
Employment status & Educational background
WW
US
UK
Germany
France
7%
8%
7%
8%
5%
1%
1%
3%
1%
15%
27%
21%
9%
5%
7%
13%
9%
5%
1%
12%
16%
13%
10%
10%
57%
36%
49%
65%
80%
Full-time college student Full-time high school student Not employed Retired Employed part-time Employed full-time
(n=1345)
(n=335)
(n=333)
(n=334)
(n=343)WW
US
UK
Germany
France
12%
6%
26%
2%
13%
26%
30%
17%
34%
25%
32%
39%
29%
31%
28%
23%
24%
20%
23%
23%
8%
2%
9%
9%
11%
(n=1345)
(n=335)
(n=333)
(n=334)
(n=343)
Graduate degree College graduate
Some college or technical training High school graduate
Some high school or less
Microsoft Confidential 60Microsoft Confidential 60
Internet usageImpact on employment opportunitiesOnline reputation managementDemographics
Detailed Findings: HR/Recruiter Segment
Microsoft Confidential 61Microsoft Confidential 61
Internet Usage
Microsoft Confidential 62Microsoft Confidential 62
Internet Usage
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
The majority of US and UK Human Resource respondents spend more than 10 hours per week on the internet for non-work purposes.
WW US UK Germany France
52%
73%64%
46%
23%
35%
21%31%
45%
41%
14%5% 4%
10%
36%
Less than 3
3-10
More than 10
Don’t use the In-ternet
Q1. About how many hours per week do you spend using the Internet for non-work purposes?
(n=1106) (n=275) (n=276) (n=279) (n=276)
Microsoft Confidential 63Microsoft Confidential 63
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Personal websites
News sharing sites
Professional/Business networking sites
Classifieds/auction sites
Social networking sites
26%
8%
53%
60%
66%
38%
53%
64%
68%
44%
46%
43%
54%
64%
68%
51%
59%
65%
50%
77%
40%
41%
59%
61%
64%
Types of web sites accessedFor personal use, social networking sites seem to be accessed the most by US HR/Recruiters. This is the case in UK and France too, whereas in Germany, Classifieds/auction sites are accessed the most.
Q3. Which, if any, of the following types of websites do you access for your own personal use?
Virtual world sites
Online gaming sites
Blogs
Photo/Video sharing sites
Online forums/Communities
3%
12%
23%
31%
25%
4%
7%
19%
15%
39%
25%
36%
39%
43%
49%
39%
52%
64%
69%
48%
17%
26%
36%
39%
40%
WW (n=1106) US (n=275) UK (n=276) Germany (n=279) France (n=276)
Contd..
Microsoft Confidential 64Microsoft Confidential 64
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Blogs
Virtual world sites
Social networking sites
Personal websites
News sharing sites
27%
14%
42%
49%
39%
47%
50%
44%
48%
85%
60%
59%
70%
64%
59%
59%
53%
74%
70%
68%
53%
53%
59%
60%
70%
Frequency of usageSocial networking sites followed by personal websites seem to be the most frequently visited sites by HR / Recruitment professionals in the US, accessing such sites at least once a day or more for personal use. France sees more instances of HR respondents visiting personal websites than any other site whereas their counterparts in Germany seem to clearly prefer news sharing sites like Twitter.
Q4. How frequently do you use following websites
Classifieds/auction sites
Photo/Video sharing sites
Online gaming sites
Professional/Business networking sites
Online forums/Communities
11%
9%
30%
27%
33%
29%
21%
35%
51%
53%
32%
53%
50%
54%
50%
44%
60%
56%
65%
61%
28%
44%
49%
50%
51%
85%
Contd..
WW US UK Germany France
Microsoft Confidential 65Microsoft Confidential 65
Impact on Employment Opportunities
Microsoft Confidential 66Microsoft Confidential 66
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France2% 1% 2% 2% 2%
14%6%
16%6%
29%10%
5%
9%
10%
18%22%
9%
27%
23%
28%27%
35%
22%37%
14%25%
44%
25% 22%
9%
All the time
Most of the time
Sometimes
Rarely
Never
Don’t know
Use of Online Reputational Information79% of US HR/Recruitment professionals responding use online reputational information to evaluate candidates most or all of the time. This practice is less common among both UK and German respondents and rarely or never done by 47% of French respondents.
Q6. Do you review online reputational information about candidates when evaluating them for a potential job / college admission?
(n=1106) (n=275) (n=276) (n=279) (n=276)
Microsoft Confidential 67Microsoft Confidential 67
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France
12% 17%12%
5%
17%
10%9% 20%
4%
4%
78% 74%68%
90%79%
1%
By yourself or someone else in HR
By an external service provider
Both of the above
Other
Use of Online Reputational Information…ContdThe review of online reputational information is mostly conducted by the HR/Recruitment professionals themselves, although 20% of respondents in the UK report using an external service provider to conduct this review.
Q7. Typically, is this review conducted by
(n=817) (n=244) (n=203) (n=230) (n=140)
Microsoft Confidential 68Microsoft Confidential 68
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France
7% 2% 4%12% 9%
9%
4% 6%
10% 17%
43%
19%
43%
57% 52%
41%
75%
48%
21% 21%
YesNoDon’t knowDecline to answer
Online Reputation & Company PoliciesIn the US, review of online reputational information seems to be a part of the organizations formal hiring process in most cases. This is completely opposite of what is followed in France and Germany.
Q8. Is reviewing online reputational information about applicants part of your company’s/college’s formal hiring/admissions process?
(n=1106) (n=275) (n=276) (n=279) (n=276)
Microsoft Confidential 69Microsoft Confidential 69
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Online forums/Communities
Blogs
Photo/Video sharing sites
Personal websites
Professional/Business networking sites
Social networking sites
Search engines
16%
24%
14%
29%
49%
59%
78%
20%
16%
26%
50%
55%
67%
92%
28%
35%
30%
43%
43%
58%
67%
34%
46%
59%
48%
57%
63%
78%
25%
31%
35%
44%
52%
62%
79%
Sources for Online Reputational InformationMost HR/Recruiters responding use search engines and social networking sites to look for reputational information about candidates. Close to a third in the US report using websites that aggregate personal information.
Q9. Which of the following, if any, do you review when looking for online reputational information of applicants?
Other
Online gaming sites
Classifieds/auction sites
Virtual world sites
Professional background checking services
Websites that aggregate personal information
News sharing sites
2%
4%
8%
5%
11%
14%
17%
2%
16%
14%
17%
27%
24%
26%
1%
14%
14%
16%
20%
23%
25%
2%
7%
5%
14%
8%
27%
25%
32%
27%
32%
41%
Contd..
WW (n=817) US (n=244) UK (n=203) Germany (n=230) France (n=140)
Microsoft Confidential 70Microsoft Confidential 70
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France
6% 4% 7% 5% 9%2%
1%3% 1%
2%7%4%
8%6%
12%
34%
14%
35%34%
52%
35%
39%
29%47%
24%16%
38%
19%
6% 1%
All the time
Most of the time
Sometimes
Rarely
Never
Don’t know/Can’t say
Use of Online Reputational Information…Industry Status77% of US HR/Recruitment professionals responding believe that online reputational information is used by others in their industry when evaluating applicants.Interestingly, 77% of French respondents believe that those in their industry use this information at least sometimes. This compares to just 51% who reported doing so themselves.
Q10. To what extent do you believe online reputational information is used by others in your profession when evaluating applicants for a potential job/ college admission?
(n=1106) (n=275) (n=276) (n=279) (n=276)
Microsoft Confidential 71Microsoft Confidential 71
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France
4% 3% 4% 5% 6%1% 1% 1%3% 3% 3% 3% 4%
18%10%
25%13%
25%
44%
40%
41%
42%
52%
30%
43%
27%37%
13%
All the timeMost of the timeSometimesRarelyNeverDon’t know/Can’t say
Use of Online Reputational Information…Future RoleThe trend of using online reputational information in evaluating candidates is believed to continue in the near future in the US. In Europe, where the practice is less followed now, the use of online reputational information to evaluate candidates is expected to increase in the near future.
Q11. In your opinion, to what extent do you believe online reputational information will be used by others in your profession five years from now when evaluating applicants for a potential job/ college admission?
(n=1106) (n=275) (n=276) (n=279) (n=276)
Microsoft Confidential 72Microsoft Confidential 72
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France2% 1% 1% 2% 3%8%
4% 7% 5%
19%13%
4%
11% 10%
26%16%
8%
17%15%
26%39%
36%
43% 54%
22%22%
48%
21%15%
5%
Very appropriate
Somewhat ap-propriate
Neither appro-priate nor inap-propriate
Somewhat in-appropriate
Very inappro-priate
Don’t know
Personal Information - Appropriateness of UsageA vast majority of HR/Recruitment professionals believe it is appropriate to consider personal online reputational information while evaluating candidates. France is the major exception, where it is seen as inappropriate by 45% of the HR/Recruitment respondents.
Q12. How appropriate do you think it is for employers/college admissions officers to consider personal online reputational information when evaluating candidates? (Such as photos, personal profiles, videos etc.)
(n=1106) (n=275) (n=276) (n=279) (n=276)
Microsoft Confidential 73Microsoft Confidential 73
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France1% 1% 1% 1% 2%
19%
7%13%
21%
36%
19%
5%
12%
25%
32%
16%
9%
18%
17%
18%
27%
32%
36%
29%
9%18%
45%
19%
6% 2%
Very appropriate
Somewhat appro-priate
Neither appropriate nor inappropriate
Somewhat inap-propriate
Very inappropriate
Don’t know
Financial Information - Appropriateness of UsageApart from personal online information, US respondents also believe it is appropriate to consider online financial reputational information to evaluate candidates in the US. The UK follows the US on this, although to a much lesser extent. However, respondents from both France and Germany consider this practice to be inappropriate.
Q13. How appropriate do you think it is for employers/ college admissions officers to consider financial online reputational information when evaluating candidates? (Such as credit reports, buyer/seller ratings on auction /classified sites etc.)
(n=1106) (n=275) (n=276) (n=279) (n=276)
Microsoft Confidential 74Microsoft Confidential 74
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France2% 1% 2% 1% 4%3% 2% 2% 3%
5%5%1% 3% 6%
9%12%
6%
17% 10%
16%
45%
43%
47%
42%
48%
33%
47%
29%38%
19%
Very appropriate
Somewhat appropriate
Neither appropriate nor inappropriate
Somewhat inappro-priate
Very inappropriate
Don’t know
Professional Information - Appropriateness of UsageConsidering professional online information for evaluating candidates is considered appropriate in each country, with 47% in the US stating that this is very appropriate.
Q14. How appropriate do you think it is for employers/ college admissions officers to consider professional online reputational information when evaluating candidates? (Such as LinkedIn etc.)
(n=1106) (n=275) (n=276) (n=279) (n=276)
Microsoft Confidential 75Microsoft Confidential 75
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France3% 1% 3% 7%4% 3% 3%
2%
10%19%
7%14% 18%
37%
47%
43%
54% 56%
35%
27%
47%
26% 23%12%
Very concernedSomewhat concernedNot very concernedNot at all concernedDon’t know
Authenticity of dataWhile most US HR/Recruiters responding use online reputational information to evaluate candidates, they are also concerned about the possibility that a candidate’s reputation may not be authentic. Both UK and German HR/Recruiters are to some extent concerned about the authenticity. However, the French do not consider this to be a major area of concern.
Q15. How concerned are you about the possibility that a candidate’s online reputation may not be authentic?
(n=1106) (n=275) (n=276) (n=279) (n=276)
Microsoft Confidential 76Microsoft Confidential 76
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France2% 1% 2% 3% 4%3% 2% 5% 7%8%
2%3%
17% 13%
23%
8%
24%
37%26%
39%
48%
45%
28%
31%
24%
41%
23%11%
19%
All the time
Most of the time
Sometimes
Rarely
Never
Don’t know/Can’t say
Verification of dataDue to the concern about the authenticity of reputational information, most HR/Recruitment professionals take steps to verify such information about a candidate, although less than half from any country do so all the time.
Q16. Do you take any steps to verify the online reputational information you discover about a candidate?
(n=817) (n=244) (n=203) (n=230) (n=140)
Microsoft Confidential 77Microsoft Confidential 77
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
None
Non managerial employees with 0-3 yrs experience
Non managerial employees with more than 3 yrs experience
Senior management
Middle management executives
25%
18%
25%
50%
52%
9%
31%
40%
57%
70%
13%
29%
42%
49%
51%
4%
38%
47%
54%
57%
13%
29%
39%
52%
58%
WW (n=1106)
US (n=275)
UK (n=276)
Germany (n=279)
France (n=276)
Online Reputational Information & Job RoleConsidering online reputational information seems to be more prevalent for candidates of middle management and senior management positions, across markets.
Q17. For what level of employee do you consider online reputational information important in the evaluation process of a candidate?
Microsoft Confidential 78Microsoft Confidential 78
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France3% 3% 4% 2% 4%8%
1%7% 6%
16%
21%
10%
24%20%
31%
46%
38%
46% 56%
43%
22%
48%
19% 15%5%
To a great extent
To some extent
A little
Not at all
Don’t know
Impact of online reputationMost HR/Recruiters in the US believe that a positive online reputation has a big impact on a candidates application. However, it is not seen to have the same level of impact in Europe.
Q18. To what extent do you feel that a positive online reputation impacts a candidate’s application?
(n=1106) (n=275) (n=276) (n=279) (n=276)
Microsoft Confidential 79Microsoft Confidential 79
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France
13%4%
11%
22%16%
49%
25%
48%
63% 70%
38%
70%
41%
16% 14%
YesNoDecline to answer
Rejection based on online reputation70% of US HR/Recruiters have rejected a candidate based on their online reputation. Respondents in the UK, and specifically Germany and France, were much less likely to indicate this has occurred.
Q19. Have you ever rejected a candidate based on his or her online reputational information?
(n=817) (n=244) (n=203) (n=230) (n=140)
Microsoft Confidential 80Microsoft Confidential 80
In most cases in the US, UK and France, candidates were informed that one of the reasons for the rejection of their application was due to their online reputational information. Interestingly, 58% of German respondents did not let the candidate know this was one of the reasons they were rejected.
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France2% 1%
6%11%
25%
13%
34%
58%
26%
74%
86%
66%
36%
63%
YesNoDecline to answer
Candidate made aware that rejection was based on online reputation
Q20. Did you notify the candidate that this was (one of) the reason(s) he or she was rejected?
(n=310) (n=172) (n=83) (n=36) (n=19*)
*Small Sample Size
Microsoft Confidential 81Microsoft Confidential 81
Mostly, the reasons for rejecting a candidate are due to concerns about the candidates lifestyle, inappropriate comments/text written by the candidate themselves or unsuitable photos/videos/information.
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Inappropriate comments/text written by friends/relatives
Comments criticizing previous employers/co-workers/clients
Concerns about the candidate’s lifestyle
Unsuitable photos / videos / information
Inappropriate comments/ text written by the candidate
11%
37%
32%
42%
58%
14%
28%
42%
44%
78%
35%
40%
45%
51%
57%
43%
40%
58%
55%
56%
35%
38%
51%
52%
59%
Online Reputation and its role in candidate rejection
Q21. Which of the following types of online reputational information impacted your decision to reject the candidate?
Concern about the candidate’s financial background
Poor communication skills displayed online
Discovered that information the candidate shared was false
Groups/Networks the candidate was a member of
Inappropriate comments/ text written by colleagues/work acquaintances
0%
42%
47%
37%
21%
18%
41%
36%
33%
37%
16%
27%
30%
35%
40%
15%
31%
34%
35%
35%
17%
42%
36%
17%
Contd..
WW (n=310) US (n=172) UK (n=83) Germany (n=36) France (n=19*) *Small Sample Size
Microsoft Confidential 82Microsoft Confidential 82
Online Reputation Management
Microsoft Confidential 83Microsoft Confidential 83
Online Reputation
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France2% 2% 1% 2% 4%
13%5% 8% 5%
33%19%
4%
14% 20%
39%
26%
14%
33%41%
17%40%
75%
43%33%
7% I am very concerned about my online repu-tation
I am somewhat con-cerned about my on-line reputation
I am not very con-cerned about my on-line reputation
I am not at all con-cerned about my on-line reputation
Don’t know
Most US HR/Recruiters are very concerned about their own online reputation. While this is the case in the UK too, their counterparts in Germany and particularly France, do not seem to be as concerned.
Q2. Which of the following statements best describes how you think about your online reputation: (People’s perception of you based on the content posted by you or about you online).
(n=1106) (n=275) (n=276) (n=279) (n=276)
Microsoft Confidential 84Microsoft Confidential 84
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
WW US UK Germany France3% 2% 3% 3% 5%9%
5%11% 13% 7%
48%
31%
50%
56%54%
40%
62%
37%29%
34% Responsibility resides entirely with the individual
Responsibility resides with the individual, but websites should make it easy for users to manage their reputations
Responsibility resides with the websites and there should be laws requiring them to do so
Don’t know
Responsibility for protecting online information While HR/ Recruitment professionals in the US believe that the responsibility for protecting someone's online reputation lies entirely with the individual concerned, in Europe it is more widely believed that websites should also help individuals manage their online reputation.
Q22. Where do you believe responsibility resides in protecting an individual’s online reputation?
(n=1106) (n=275) (n=276) (n=279) (n=276)
Microsoft Confidential 85Microsoft Confidential 85
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
Used the alert feature provided by some websites that automatically notifies me of
any new mention of my name or other personal information
Checked to see what other people say about me on websites/gaming communities/
blogs/online auction & classifieds sites etc.
Decided not to post specific text, photos or video online
Used privacy settings on social networking sites that determine who can access and
respond to my content
Searched my own name using a search engine
12%
21%
44%
37%
63%
22%
32%
57%
48%
74%
28%
40%
49%
53%
65%
58%
63%
45%
60%
72%
30%
39%
49%
49%
68%
Steps taken to protect online reputationDoing a self search and checking what other people have to say about them on various sites are the most common steps taken by US HR/Recruiters in the last six months to manage their online reputation. Across Europe too, searching for your own name using a search engine seems to be the most popular method to manage online reputation.
Q5. In the last six months, which of the following steps (if any) have you taken to protect your online reputation?
Employed an online reputation management company
Have not taken any steps
Contacted a web site owner or administrator and asked them to remove unflattering or untrue content
Checked my credit report
1%
21%
4%
3%
13%
2%
12%
15%
9%
18%
29%
28%
8%
42%
35%
12%
13%
17%
25%
Contd..
WW (n=1106) US (n=275) UK (n=276) Germany (n=279) France (n=276)
Microsoft Confidential 86Microsoft Confidential 86
Demographics
Microsoft Confidential 87Microsoft Confidential 87
Profile of HR/Recruitment respondents
WW
US
UK
Germany
France
28%
25%
39%
9%
38%
72%
75%
61%
91%
62%
Female Male
WW
US
UK
Germany
France
20%
13%
18%
26%
22%
25%
15%
22%
38%
27%
36%
47%
31%
30%
35%
19%
26%
29%
6%
16%
50+ 41-50 31-40
25-30
WW
US
UK
Germany
France
40%
31%
21%
78%
30%
49%
65%
67%
5%
60%
11%
5%
12%
17%
10%
Hiring ManagerHuman Resource ProfessionalRecruitment Professional
Gender Age Occupation
Source: Online Reputation study (for Data Privacy Day) *Un-weighted data
S1. Please indicate your gender. S2. In which age category do you fall?. S3. Please indicate your occupation
(n=1106)
(n=275)
(n=276)
(n=279)
(n=276)
(n=1106)
(n=275)
(n=276)
(n=279)
(n=276)
(n=1106)
(n=275)
(n=276)
(n=279)
(n=276)