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  • Use of Social Media as a Recruiting Tool Climbs

    March 19, 2018 | By NACE Staff

    Trends & Predictions
    A recruiter networks with potential prospects on social media.

    TAGS: recruiting methods, branding and marketing, surveys, social media, benchmarks, spotlight

    Spotlight for Recruiting Professionals

    The use of social media as a recruiting tool increased significantly as nearly 80 percent of employers reported that they use social media in their recruiting efforts, up significantly from last year when 68.7 percent reported such use, according to results of NACE’s 2017 Recruiting Benchmarks Survey.

    Among those employers that used social media, 69.6 percent indicated an increase in use during the past year, including 17.7 percent that indicated a significant increase. On the other hand, less than 5 percent of employers reported a decrease in use. (See Figure 1.)

    In recruiting, social media is mainly used to assist employers with providing information to potential recruits (83 percent). Approximately two-thirds of employers use social media to post ads and brand their company to potential recruits (64.8 percent). Half of employers (50.3 percent) contact potential candidates through social media, and slightly less search social media to identify potential candidates (45.3 percent).

    The top three social media platforms used by employers and in terms of effectiveness were LinkedIn (91.1 percent used; 3.8 effectiveness rating on a five-point scale), Facebook (73.8 percent; 3.1), and Twitter (67.7 percent; 2.9).

    Data collection for NACE’s 2017 Recruiting Benchmarks Survey Report took place from July 19, 2017, to August 1, 2017; 301 firms participated. An executive summary is available on the NACE website. The full report is available to those at participating organizations through MyNACE > Research Reports.

    Figure 1:

    Change Percentage
    Significantly increased 17.7%
    Increased 51.9%
    No change 27.2%
    Decreased 3.2%
    Source: 2017 Recruiting Benchmarks Survey Report, National Association of Colleges and Employers

    Figure 2: Use, Effectiveness of Platforms in Recruiting Process

    Platform Use Effectiveness Rating*
    LinkedIn 91.1% 3.8
    Facebook 73.8% 3.1
    Twitter 67.7% 2.9
    YouTube 54.8% 3.1
    Instagram 47.3% 3.1
    Snapchat 11.8% 2.5
    Source: 2017 Recruiting Benchmarks Survey Report, National Association of Colleges and Employers
    * Rating: 5-point scale where 1=Not at all effective and 5=Extremely effective