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social networking: How social media is cHanging tHe world of worktodd wheatland
Page 3 Introduction
Page 4 01. TheDigitalWorldofWork
Page 8 02. TheRiseofSocialNetworking
Page 11 03. PublicVersusPrivate:ThePitfallsofSocialMedia
Page 15 04. WorkorLeisure:TheRealValueofSocialMedia
contents
2
Theadventofsocialnetworkinghasfundamentallychangedthewaypeople
searchforworkandexchangeinformationaboutcareeropportunities.Asinmany
sectors,thetechnologyisre-shapingthejobsearchlandscapeandthrowing
upintriguingchallengesforemployeesandemployersalike.
“Idon’tbelievesocietyunderstandswhathappenswheneverythingisavailable,knowableandrecordedbyeveryoneallthetime.”eric schmidt, ceo google
todd wheatland
introduction
3
the digital world of work
01 Howdidyoufindyourmostrecentjob?That’sthequestionposedtoover97,000globalrespondentsinthe2011KellyGlobalWorkforceIndex.
Itwasoncesaidthataprospectivejob-seekerhadtowearthroughseveralpairsof
shoesinthesearchforwork.
Whiletherearestillsomewhowillbeatapathtoanemployer’sdoor,thevastmajority
ofactivityistakingplaceinthedigitalneighborhood.
Onlinejobboardshavebecomethedominantwaythatpeoplefindworkinvirtually
allpartsoftheworld,outstrippingotheravenuessuchasdirecthiring,referralsand
traditionalprintadvertising.
Morethanaquarter(26%)ofglobalrespondentsgainedtheirlastjobbyusingonline
jobboards,thesinglelargestsourceofjobs,followedby“word-of-mouth”referrals
(22%),recruitment/staffingcompanies(17%),directapproachfromemployers(also
17%),“other”methods(10%),printadvertisements(7%),andsocialmediasites(1%).
Acrosseachoftheworking-agegenerations-GenY(aged18-29),GenX(aged30-47)
andbabyboomers(aged48-65)–onlinejobboardsconstitutedthemajormeans
ofsecuringwork,or,inthecaseofthebabyboomers,thesecond-mostimportant.
Overall,however,GenYismorelikelytofindanewpositionthroughonlinejobboards
thantheiroldercounterparts.
Thecontactcenter/customerservicesector,togetherwiththeITindustryareatthefore
whenitcomestotheuseofonlineplatformsforwork.Butemployeesacrosstheboard
havelargelyembraceddigitalrecruitment,formanyofthesamereasonsbehindthe
successofonlinerealestate,autolistingsanddating.
4
Onlinejobboardsenablepeopletosearchintheirowntime,tolearnmoreabout
particularjobchoices,andtosortandfilteraccordingtopersonalpreferencesand
careeroptions.Theconvenience,accessibilityandpersonalisationaffordedbyonline
recruitmentremainsasvalidtojobseekerstodayasitdidadecadeago.
Thereisalsoasenseinwhich“searching”onanonlinejobboardisnotnecessarily
seenassearchingatall,becauseitispassiveandnon-committal.Individuals
canbrowseandresearchjobalternativestoanextentnotpossiblewithprint
advertisements,withouthavingtosignalanyintentionwitharecruiteroraprospective
employer.
Anemployeewhoisconsideringanewpositionorajobswitchnowhastheabilityto
tapintoalargeamountofinformationaboutaparticularposition,wellbeforethey
needtomaketheirfirstcontact.Theycanevendiscussthemeritsofanemployer
withothersinonlineforums,andlearnbeforehandwhatothershavetosayaboutthe
positionandtheorganisation.
Thesurveyfindingsshowhowrapidlytheworldofjobseekinghasshifted,fromone
whichwaslargelybasedaroundadvertisinginnewspapers,toonenowdominated
bythedigitalspace.Employeesnowhaveagreatercapacitytoknowmoreabout
particularjobsandemployers;tounderstandexactlytheskillsneeded;tolearn
whatexistingemployeesthink;todeterminehowtheywouldfit;andtoassesstheir
bargainingstrength.
Muchismadeoftheroleoftheinternetinempoweringcompaniestoglobalizetheir
candidatesourcing.Thevirtualworldofrecruitmenthasnotonlychangedthewaythat
organisationslocatetalent,however,butatitsbestputsagooddealmoreknowledge
intothehandsofthoselookingforwork.
01. the digital world of work
5
01. the digital world of work
6
figure 1:
how did you secure your most recent job? (% by generation)
all generations
BaBy Boomers
gen X
gen y
All Generations
Baby Boomers
Generation X
Generation Y
OTHER
RECRUITMENT/STAFFING COMPANY
DIRECT APPROACH FROM EMPLOYER
PRINT ADVERTISEMENT
WORD-OF-MOUTH
SOCIAL MEDIA SITE
ONLINE JOB BOARD
24%
31%
19%
26%
22%
23%
22%
22%
8%
4%
10%
7%
18%
16%
19%
17%
18%
16%
17%
17%
10%
8%
13%
10%
1%
1%
1%
1%
01. the digital world of work
7
figure 2:
how did you secure your most recent job? (% through online job board)
OIL/GAS
HOSPITALITY
CENTRAL/LOCAL GOVERNMENT
UTILITIES
TRAVEL/LEISURE
MANUFACTURING
EDUCATION
TRANSPORT/DISTRIBUTION
ENGINEERING
SCIENCE/PHARMACEUTICAL
RETAIL
FINANCIAL SERVICES
BUSINESS SERVICES
IT
CONTACT CENTER/CUSTOMER SERVICE
21%
22%
23%
24%
24%
24%
25%
26%
27%
28%
28%
28%
28%
33%
33%
02
Withtherelativelyrecentemergenceofsocialmediaintotherecruitingspace,thereis
stillaverysmallnumberofpeoplewhoattributetheirmostrecentjobdirectlytosocial
media.Ifitholdsuptoevenasmallpartofitspotential,however,thisseemsdestinedto
changedramatically.Almostaquarter(24percent)ofrespondentssaythattheysearch
forworkusingblogsorsocialnetworksitessuchasFacebook,LinkedInandTwitter.
Socialmediasitesallowcandidatestofocusexactlyonthejobtheywant,eventhe
companytheywanttoworkwith.It’snotjusttheyoungergenerationswhoareactiveon
thesesites.Olderworkersareusingsocialmediaandblogstoidentifyjobopenings.
ThepopularityofsocialnetworkingsitestolocateworkishighestinEurope,where
theyareusedbyonequarterofrespondents,slightlyhigherthanforbothNorth
America(23percent)andAsiaPacific(22percent).
ThemostpopularsocialnetworkingsitesforjobseekersareFacebookandLinkedIn,
preferredby33percentand32percentrespectively.Afurther23percentuse“other”
sites,10percentuseblogs,and3percentuseTwitter.Facebookistheoverwhelming
preferenceofGenYparticipants,whileLinkedInisfavoredbyGenXandbabyboomers.
Inessence,thedigitalrevolutionhasgivenrisetoaveryactiveandrobustsetof
conversationsaboutwork,occurringinanetworkofdigitalcommunities,basedaround
particularbusinesses,industrysectors,andinterestgroups.Thesearenotjustabout
jobsinanarrowsense,buttouchonsatisfactionwithwork,work-lifebalance,andthe
strategiesthatorganisationsareusingtoattractandretainthebesttalent.Forthemost
part,theyarealsodiscreetand“undertheradar”.
8
the rise of social networkingSocialnetworkingisoccupyingagrowingplaceintherecruitmentfield.SitessuchasFacebook,LinkedIn,Twitterandblogsareincreasinginprominenceforjobseekersaspeoplediscussjobs,viewsandopinionsaboutwork,good(andbad)placestowork,industryissuesandcareeroptions.
02. the rise of social networking
9
figure 3:
do you search for jobs on social networking sites? (% yes)
all generations
BaBy Boomers
gen X
gen y
All Generations
Baby Boomers
Generation X
Generation Y
EUROPE
ASIA PACIFIC
NORTH AMERICA
GLOBAL
24%
23%
24%
24%
24%
21%
22%
23%
20%
24%
14%
22%
26%
22%
29%
25%
Justasthesoundsofmarinelifeareinaudibletothehumanear,thesediscussions
oftendon’tpenetratethewiderworld,buttheyhavemeaningandresonancetothose
listeningbecausetheyoccurwithinatrustedinnercircle.
Bothpositiveandnegativeviewsaboutindividualemployersandjobsreverberate
aroundthischamber,andhaveahighdegreeofcredibility.Itisrareforsomeone
consideringaworkopportunitynottoseekinputorsharecommentsorinsightwith
othersintheironlinenetwork.
Fromanemployerperspective,itmakessensetobeattunedtowhatisbeingsaidin
thesecommunitiesbecauseitcanhaveacriticalimpactonhowtheyareperceivedin
themarket,andhowattractivetheyareaspreferredplacestowork.
02. the rise of social networking
10
figure 4:
which social networking sites do you use to search for jobs?
All Generations
Baby Boomers
Generation X
Generation Y
OTHER
BLOGS
30%
40%
22%
33%
36%
23%
39%
32%
9%
12%
9%
10%
22%
21%
27%
23%
2%
4%
2%
3%
all generations
BaBy Boomers
gen X
gen y
a tale of 2 Platforms
Tellmewhereyouhangout,andI’lltellyouhowoldyouare
WithapologiestothemanyandvariedonlinecommunitiesthatareNOTFacebook
orLinkedin,Iwantedtocallouttheveryclearagegapthatthisresearchhasshown
betweenjobseekerbehavioronthoseplatforms.Whilstanalmost-identicalnumberof
respondentspreferredeitherLinkedin(32%)orTwitter(33%),therealstoryliesalong
agefaultlines.
Ifyou’reababy-boomer,you’renotlookingforworkonFacebook.Butifyou’reaGenY,
itseems,whywouldyoubeanywhereelse?
PuBlic versus Private: the Pitfalls of social media
03Aspeopleincreasinglyusesocialmediasitestoengagewithfriendsandcolleagues,thereisanundercurrentofconcernabouthowthisnewestformofinteractioncanadverselyimpactindividualsandharmcareers.
Manysaytheyareworriedaboutthenegativeconsequencesofpersonalcontent
causingembarrassmentandcareerfallout.Therearejustasmanywhoaredeliberately
censoringoreditingtheirpersonalprofilestoavoidthiscontenthavingcareerimpacts.
Morethanaquarterofrespondents(26percent)areworriedthatmaterialfromtheir
socialnetworkingpagecouldadverselyimpacttheircareer.Allgenerationsshare
concernsaboutthepotentialcareerfalloutfromsocialnetworkingcontent,but–
perhapsasaresultofhighsocialmediaadoptionduringschoolandcollegeyears-
GenerationYisthemostworried.
RespondentsintheAsiaPacificregionaresignificantlymoresensitiveaboutthis
materialthantheircounterpartsinNorthAmericaandEurope.
Thesensitivityaroundsocialnetworkingcontentisunderstandable.TVandprintmedia
inparticularseemtohaveaspecialabilitytodigupstoriesabouthowembarrassing
photosorcommentsonsitessuchasFacebookhavehurtpeople’scareers.
Whohasn’texperiencedthatmomentarypauseofthefingerbeforeclicking‘submit’
andpostingsomethingonline?Materialthatcanappearharmlessfuntosomecansend
analtogetherdifferentmessagetoworkcolleaguesandassociates.Itmayalsoremain
onlineformanyyearsafterbeingposted,andmaybeallbutimpossibletoerase.
11
03. PuBlic versus Private: the Pitfalls of social media
12
figure 5:
do you worry that material from your social networking page
could adversely impact your career? (% yes)
all generations
BaBy Boomers
gen X
gen y
All Persons
Baby-boomers
Gen X
Gen Y
EUROPE
ASIA PACIFIC
NORTH AMERICA
GLOBAL
26%
28%
22%
26%
23%
22%
21%
22%
34%
35%
23%
33%
26%
27%
23%
26%
Onethirdofrespondentsadmittodeliberatelyeditingorcensoringcontentontheir
socialnetworkingsitesinordertoavoidcareerproblems.Allgenerationsareactivein
takingstepstocontrolthecontentoftheirsocialnetworkingpages,butGenerationY
isthemostlikelytobetakingdeliberatestepstoremoveoreditpotentially
damagingcontent.
Therealimpactofthismaterialonjobsandcareerprospectsisstillagreyarea.Indeed,
theusethatcanbeactuallymadeofsuchmaterialisproblematic.Inmanycountries
andjurisdictions,itisnotpermittedtodenyapersonajobordiscriminateagainst
themonthebasisofpersonalcontentontheirsocialnetworkingsite.
03. PuBlic versus Private: the Pitfalls of social media
13
figure 6:
do you deliberately censor content on your social networking
site in order to avoid career problems? (% yes)
All Persons
Baby-boomers
Gen X
Gen Y
EUROPE
ASIA PACIFIC
NORTH AMERICA
GLOBAL
33%
36%
30%
33%
32%
36%
31%
33%
33%
34%
26%
33%
33%
36%
30%
34%
all generations
BaBy Boomers
gen X
gen y
Evenso,itwouldbearareindividualwhowaspreparedtosharetheirprivate,
unguardedmomentswiththeirprofessionalcolleagues.Forthatreason,thestandard
recommendationstendtogoalongthelinesofpeopleremainingvigilant,keeping
theirsocialandbusinessnetworksseparate,andtouseprivacyandsecuritysettingsto
protectthemselves.
What’sclearisthatmanyyoungerworkersandeventhosenotyetintheworkforceare
probablyblissfullyunawareoftheproblemsthatsomecontentmaycausemanyyears
intothefuture.No-onecanbecertainwhetherornotafutureemployerwilldelveinto
anindividual’spersonalsitetomakework-relatedevaluations.
03. PuBlic versus Private: the Pitfalls of social media
14
InafamousinterviewwiththeWallStreetJournalinmid-2010,GoogleCEOEric
Schmidtsaid“Idon’tbelievesocietyunderstandswhathappenswheneverythingis
available,knowableandrecordedbyeveryoneallthetime,”hesays.TheWSJwent
ontosay:‘Hepredicts,apparentlyseriously,thateveryyoungpersononedaywillbe
entitledautomaticallytochangehisorhernameonreachingadulthoodinorderto
disownyouthfulhijinksstoredontheirfriends’socialmediasites.’
Itisnotjustanissueforemployeesandcandidates.Employersalsoneedtothinkcarefully
abouttheuseofpersonalcontentofsocialmediasites.Relyingtooheavilyoninformation
onFacebookorLinkedIncanbeatrap.Ifitcontainsglowingrecommendationsfrom
friendsorrelatives,it’shardlylikelytobeobjective.JustlikewithanyCurriculumVitae,
theremayalsobecontentthatisexaggeratedorjustplainfabricated.
Forallsides,theemergenceofsocialmediahasopenedupanewworldof
opportunity,butthegroundrulesarestillawork-in-progresswhenitcomestomaking
criticalemployment-relatedjudgements.
work or leisure: the real value of social media
04Inanagewherealmosteveryonehasanonline“profile”,itcomesasnosurprisethattheseidentitiesarebeingputtouseintheworldofwork.
Theinternet,andsocialmediainparticular,haveprovidedtheopportunityfor
individualstostandoutinacrowdedmarketplace,withtheirownpersonalprofilesor
“branding”.Itisbecomingacceptedwisdomthatanactiveonlinepersonaiscriticalto
careeradvancement.
Morethanaquarterofrespondents(28percent)believeitisessentialtobeactiveon
socialmediainordertoadvancetheircareers.GenerationYarethemostlikelytobe
activeonlineforcareerdevelopment,withmorethanathird(34percent)regardingit
asarequisite.
InAsiaPacific,thereisanextremelyhighrateofonlineactivityforcareerpurposes,
with53percentofGenerationYand41percentofGenerationXregardingitas
essentialforcareerenhancement.
It’sadifferentstoryamongbabyboomers,whodon’tsharethesameenthusiasmfor
socialmediaasacareer-enhancementtool.
It’salsoclearthatcertainindustriessuchasInformationTechnologyandBusiness
Servicesstandout,withapproximatelyonethirdengaginginonlinediscussions.
Maybeitshouldcomeasnosurprisethatsocialmediaisnowakeypartofcareer
positioningandconnectingforexecutives.Itmakesthetaskofengagingwith
professionalcolleaguesmoreconvenient-andperhapsavoidstheneedforthose
tiresomeeveningsocialengagements.Muchbettertodemonstrateyournetworking
prowessfromthecomfortofyourhome,atatimeofyourchoosing.
15
04. work or leisure: the real value of social media
16
figure 7:
do you feel it is essential to be active on social media
in order to advance your career? (% yes)
all generations
BaBy Boomers
gen X
gen y
All Persons
Baby-boomers
Gen X
Gen Y
EUROPE
ASIA PACIFIC
NORTH AMERICA
GLOBAL
26%
34%
20%
28%
26%
30%
19%
25%
41%
53%
19%
46%
21%
23%
21%
22%
Butshouldthissamelevelofengagementbepermittedwhileatwork?
Manyemployershaveintroducedrestrictionsofsocialmediaintheworkplace.Almost
athirdofrespondents(30percent)saythattheiremployershaveasocialmediaor
socialnetworkingpolicythatregulatesuseatwork.Employerrestrictionsaremore
commoninNorthAmerica,affecting33percentofparticipants,comparedwith
31percentinAsiaPacificand27percentinEurope.
Thequestionofwhethersocialmediaisavalidworkplacetoolwillsurelydepend
onthenatureoftheworkandthepurposesforwhichitisbeingused.Manybusinesses
nowhaveactivesocialnetworkingsiteswheretheycommunicatewithcustomers
andstakeholders.
04. work or leisure: the real value of social media
17
figure 8:
do you feel it is essential to be active on social media
in order to advance your career? (% yes by industry sector)
CENTRAL/LOCAL GOVERNMENT
TRANSPORT/DISTRIBUTION
OIL/GAS
HOSPITALITY
CONTACT CENTER/CUSTOMER SERVICE
SCIENCE/PHARMACEUTICAL
FINANCIAL SERVICES
UTILITIES
RETAIL
EDUCATION
ENGINEERING
TRAVEL/LEISURE
MANUFACTURING
BUSINESS SERVICES
IT
23%
24%
25%
25%
25%
26%
27%
28%
28%
28%
29%
30%
30%
32%
35%
04. work or leisure: the real value of social media
18
figure 9:
does your employer have a social media policy that regulates use at work? (% yes)
all generations
BaBy Boomers
gen X
gen y
All Persons
Baby-boomers
Gen X
Gen Y
EUROPE
ASIA PACIFIC
NORTH AMERICA
GLOBAL
31%
29%
28%
30%
36%
31%
31%
33%
33%
30%
31%
31%
28%
27%
23%
27%
Butincertainindustries,socialnetworkingbyemployeeswillbehardtojustify.This
willthrowupsomehardquestionsforemployersandemployeesalike:Whatisthe
differencebetween“tweeting”andapersonalphonecall?Isitpermissibletochat
withfamilyorfriendsforlegitimatereasons?Whatisareasonabletimetospendon
personalsocialmediawhileatwork?
Someemployersmayseeitasalegitimateformofemployeeengagement(particularly
iftheyhavealargeGenYworkforce),whileotherswillviewitasawasteoftime.
It’sprobablyworthrecallingthatrestrictionsonuseoftheInternetatworkwereonce
commonplace,butit’shardtoimaginemanybusinessesdoingsotoday.Socialmedia
mayevolvethesameway.
04. work or leisure: the real value of social media
19
figure 10:
how much time do you spend on social media sites each day?
All Generations
Baby Boomers
Generation X
Generation Y
NEVER
MORE THAN 2 HOURS
1 – 2 HOURS
30 MINUTES – 1 HOUR
LESS THAN 30 MINUTES
47%
41%
44%
44%
22%
29%
18%
24%
8%
12%
6%
9%
3%
6%
2%
4%
21%
11%
30%
19%
all generations
BaBy Boomers
gen X
gen y
Anddespitetheimmensepopularityofsocialnetworking,thevastmajorityof
respondents(68percent)spendanhourorlesseachdayonsocialmediasites,while
19percentspendnotimeatall.Only13percentspendanhourormoreeachday.
GenerationYspendthelargestamountoftimeengagedinsocialnetworking.
Some18percentofGenerationYspendanhourormoreeachday,comparedwith
11percentofGenerationXand8percentofbabyboomers.
04. work or leisure: the real value of social media
20
ThereisnodoubtthattheGenYpopulationiscomfortablewithsocialmedia.
Arguably,GenXisatleastascomfortable,butperhapsmorecautious,knowingthe
riskscontainedinanunguardedcommentorphoto.
Willpeoplebecomemoreskilledatquarantiningworkfromleisure?Orwillan
‘alwayson’blendofpersonalandworklifebemorethenorm?
It’squitepossiblethatobligationswillfallontheoperatorsofsocialmediaplatforms.
Whatrightswillanemployeewhoissackedbecauseofsocialmediaindiscretions
haveagainstthesite’soperator?Wecanbesurethatlawyerswillcontinuetotry
andfindout.
Theseissueswillspawnnewrules,protocolsandetiquette.Alreadytheemergence
ofsocialmediahasindeliblychangedtheworldofwork.There’slittledoubtthatit’s
justthebeginning.
kellyservices.com
Alltrademarksarepropertyoftheirrespectiveowners.AnEqualOpportunityEmployer.©2011KellyServices,Inc.W0855
aBout the author
TODDWHEATLANDisHeadofThoughtLeadership&Marketing,KellyOCG.
With15yearsexperienceinthehumanresourcesandworkforceconsultingspace,
Toddhasoverallresponsibilityforthoughtleadershipandglobalmarketing
initiatives.HehasdegreesinCommerce(Economics/Marketing)fromUWAand
CommunicationfromCurtinUniversity.Linkedin:www.linkedin.com/in/wheatland
Twitter:www.twitter.com/toddwheatland
aBout kelly
KellyServices,Inc.(NASDAQ:KELYA,KELYB)isaleaderinprovidingworkforcesolutions.
Kelly®offersacomprehensivearrayofoutsourcingandconsultingservicesaswellasworld-class
staffingonatemporary,temporary-to-hire,anddirect-hirebasis.Servingclientsaroundtheglobe,
Kellyprovidesemploymentto480,000employeesannually.Revenuein2010was$5billion.