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  • Social Media Activities That Net Success Are Underused

    October 12, 2016 | By NACE Staff

    Student Attitudes
    Students use social networks on their mobile devices.

    Spotlight for Career Services Professionals
    Spotlight for Recruiting Professionals

    Although receiving recruiting-related messages from employers and communicating with employees at potential employers were the social media activities that yielded the greatest increase in job offer rates for members of the Class of 2016, they are little used avenues of connecting with employers, according to results of NACE’s Class of 2016 Student Survey.

    Survey participants from the Class of 2016 who received recruiting-related messages from employers reported a bump in their job offer rate of 13 percent over their classmates who did not. Still, just one-quarter of students used this activity. (See Figure 1.)

    Likewise, the job offer rate for students who communicated with current employees at potential employers was 9 percent higher than for their classmates who did not. Just 30 percent of students reported participating in this activity.

    Interestingly, while receiving messages from employers had a positive effect, initiating contact with employers had no impact whatsoever. In addition, more passive applications of social media use—such as using hashtags to research employers or posting a resume—yielded no material benefit to job-search success.

    NACE’s Class of 2016 Student Survey was conducted February 16 – April 30, 2016; more than 23,000 students across all degree and year levels at colleges and universities nationwide took part, including 5,600 graduating seniors. The focus of the Class of 2016 Student Survey report is the 5,600 bachelor’s degree students who indicated that they would be graduating—or already had graduated—during the 2015-16 academic school year (July 1, 2015, through June 30, 2016), and were thus members of the Class of 2016. The Class of 2016 Student Survey was sponsored by Enterprise.

    Survey participants can access a full copy of the report through MyNACE. Highlights from the Class of 2016 Student Survey are available at www.naceweb.org/surveys/student.aspx.  

    Figure 1: How job-seekers use social media, and its effect on job search success

    Social Media Activity Percent of
    respondents using
    Difference in
    job offer rate
    Received recruiting-related messages from employers 25.2 % 12.9 %
    Communicated with current employees at potential employers 29.7 % 8.6 %
    Communicated with university alumni working for potential employers 23.4 % 1.2 %
    Contacted employers by private message 17.5 % 0.0 %
    Posted resume on public profile 50.4 % -2.1 %
    Researched employers using search engine on social media platform 82.7 % -6.0 %
    Researched employers using hash-tags 7.3 % -6.6 %
    Communicated with friends/family to discuss job openings 46.1 % -7.2 %
    Source: Class of 2016 Student Survey, National Association of Colleges and Employers