nova social media study
DESCRIPTION
A presentation on the findings from a study of the use of social media, particularly in recruitment and evaluation, at Silicon Valley firms.TRANSCRIPT
Social Media Trends In Silicon Valley Social Media and the Globalization of Business Stanford University May 25, 2011
Research Objectives
1. Understand general social media use with regional employers
2. Quantify use of specific tools for recruiting and
evaluating candidates 3. Develop a better understanding of how social
media will impact workforce skills
Methodology
300+ telephone surveys were completed with employers in Silicon Valley (technology firms and larger firms were oversampled) through a stratified random sampling technique
Margin of error was +/- 5.60, given a 95% level of confidence
Survey fielded October 8 – 26, 2010
12 executive interviews were completed with super users of social media throughout the region
Executive interviews fielded Jul. 7 – Sept. 20, 2010
General Social Media Trends
in Silicon Valley
Don’t believe the hype?
The Hype Curve
Social Media Use in Silicon Valley
23.6%
25.9%
27.2%
34.2%
75.7%
74.1%
72.4%
65.4%
0% 20% 40% 60% 80% 100%
Communicate and collaborate within your organization, using tools such as SharePoint or Yammer
Find and recruit new employees, using tools such as LinkedIn
Evaluate and determine whether to hire new job candidates, using tools such as Facebook and LinkedIn
Communicate externally with potential customers and clients, using tools such as Facebook and Twitter
Yes Don't use social media for this DK/NA
Change in Social Media Usage
28.6%
25.9%
21.3%
64.1%
65.8%
71.4%
7%
7%
6%
0% 20% 40% 60% 80% 100%
Finding and recruiting new employees
Evaluating and reviewing whether to hire job candidates
Internal communication
Increase Stay the same Decrease Not sure or DK/NA
matters Size
How Important is Social Media?
0%
10%
20%
30%
40%
50%
Small Medium Large
Very
/ Som
ewha
t Im
port
ant
Company Size
External communication
Find and recruit
Evaluate
Communicate internally
Important to Recognize Differences
Larger firms are using tools more than smaller firms
High-tech firms are using social media more than low-tech firms
Growing firms are using social media more than firms that are not adding employees
Recommendations to Job-Seekers:
Recruitment
A weapon unused is a
weapon useless
Recommendation 1: Develop a Social Media Strategy Particularly for Searches with Large Firms, Growing Firms, and Technology Firms
Importance by Company Size
0%
10%
20%
30%
40%
50%
Small Medium Large
Very
/ Som
ewha
t Im
port
ant
Company Size
External communication
Find and recruit
Evaluate
Communicate internally
Growing Firms
0%
10%
20%
30%
Growing No Growth Overall
Very
/ Som
ewha
t Im
port
ant
Growth Profile
External communication
Find and recruit
Evaluate
Communicate internally
Use by Sector
0%
10%
20%
30%
40%
50%
Overall Technology Healthcare/ Public Other
Very
/ Som
ewha
t Im
port
ant
Sector
External communication Find and recruit Evaluate Communicate internally
The
lightbulb didn’t create the electrician profession overnight
Job Roles – Need for Social Media Skills
77.4% 8.0%
6.6%
3.0%
1.3% 1.3% 1.3%
1.0%
None/ NA
Marketing/ sales
Information technology
Public relations/ communications
Recruitment
Management
Office staff/ accountants
Other
Social Media Skills: Importance
0%
20%
40%
60%
80%
100%
Overall Growing No Growth Small Medium Large Tech HC/ Public Other
Very important Somewhat important Not at all important
AND It’s what you know
whom you know
Recommendation 2:
But Don’t Rely on Social Media Exclusively
Most Effective Method of Finding Workers
4.7%
8.6%
0.0%
6.0%
5.6%
6.0%
2.7%
14.0%
6.6%
15.3%
26.2%
36.9%
11.0%
6.6%
6.0%
2.0%
2.7%
3.3%
4.3%
10.6%
12.3%
13.3%
24.9%
27.2%
0% 20% 40% 60%
Don't know
Other
Hire within
Walk-ins/ sign in window
Work with a temporary hiring firm
Work with education providers, like universities or colleges
Use social media sites, like LinkedIn, Twitter, or Facebook
Put it up on company's website
Use a recruiter/ headhunter
Advertise in local or regional newspapers, print and online
Use online job finder, like Monster.com or Craigslist
Word of mouth/ referrals/ networking
Mid to senior-level opening Entry-level opening
Recommendations to Job-Seekers:
Evaluation
It’s better to
remain silent
and be thought
a fool…
Recommendation 1:
Develop an Online Profile, but do so with Caution
Impact of Online Presence
29.3%
12.2%
41.5%
47.6%
20.7% 32.9%
8.5% 7.3%
0%
20%
40%
60%
80%
100%
Positive impact on hiring decision Negative impact on hiring decision
Frequently Seldom Never Not sure or DK/NA
Recommendation 2:
Share Profile Data Wisely and Stay Professional Online
It’s the experience,
stupid!
Most Important Qualities
13.8%
5.2%
5.2%
8.6%
10.3%
12.1%
15.5%
20.7%
31.0%
0% 20% 40% 60%
Not sure or DK/NA
Other
Resume
Professionalism
Highlights skills
References
Appropriate professional and/ or friend networks
Experience
Presents themselves appropriately/ communication skills
You wouldn’t
fish in a bathtub
Recommendation 3:
Create and Maintain a LinkedIn Profile
Most Important Social Media Sites
Social Media Productivity &
Skills
Facebooking Honestly boss, I’ve been
all day
Perceived Impact on Productivity
Positive impact 24.3%
No impact 43.2%
Negative impact 17.6%
Not sure or DK/NA 15.0%
Importance of Social Media Proficiency
8%
11%
14%
24.9%
76.4%
63.1%
0% 20% 40% 60% 80% 100%
Have social media accounts, with online tools such as LinkedIn, Twitter, or Facebook
Familiarity with how social media tools work and be able to gather information from them
Very important Somewhat important Not at all important Not sure or DK/NA
Social Media Guidelines and Policies
18.9% 38.9%
60.8%
71.8%
55.8%
35.5%
9.3% 5.3% 3.7%
0%
20%
40%
60%
80%
100%
Encourage the use of social media while
not at work
Written or established social media policy or
set of guidelines
Allow access to social media sites on work
computers
Yes No Not sure or DK/NA 18.9%
38.9%
60.8%
71.8%
55.8%
35.5%
9.3% 5.3% 3.7%
0%
20%
40%
60%
80%
100%
Encourage the use of social media while
not at work
Written or established social media policy or
set of guidelines
Allow access to social media sites on work computers
Yes No Not sure or DK/NA
change… The more things
Most Used Applications
18.3%
2.8%
1.4%
1.4%
2.8%
2.8%
5.6%
7.0%
7.0%
12.7%
16.9%
18.3%
26.8%
0% 20% 40% 60%
Don't know
Other
Jive
Yammer
Skype
Instant Messenger
Other internet
Intranet
SharePoint
Conclusions
Social Media is growing but not yet transformational
Conclusion #1
Conclusions
Job seekers should have an online profile, but with caution; appearance, conduct and professionalism are more important online
Conclusion #2
Conclusions
Core skills are the most important aspects of any resume – SM is best as free mechanisms for highlighting existing skills
Conclusion #3
Conclusions
At the most technically advanced and largest firms, SM skills still might be a differentiator.
Conclusion #4
Conclusions
There is no downside to having a SM presence, as long as it is maintained professionally.
Conclusion #5
Social Media Trends In Silicon Valley Philip Jordan [email protected] Stephen Jordan [email protected]