For this 5th edition of the Study, 1,466 candidates and 259 recruiters were interviewed across Italy with an even distribution in terms of age and gender (42.6% in the 18 to 35 age group, 37.5% between the ages of 36 and 50 and 19.9% aged 51 to 65; 51.1% female and 48.9% male). It examines three macro areas: Social Recruiting, Personal Branding and the weight and importance of passive candidates.
We spend more and more time online, so inevitably that is where we find work or new jobs. On average candidates spend 72% of their job search time online. For their part, recruiters use 45.1% of their time looking for potential candidates – a percentage that is forecast to rise to 55.7% within a year. This figure closely relates to others: there is the perception that online research requires lower financial investment (70.2%), less time (58.1%) but more investment in technical skills (48.6%) compared to the classic offline search.
“On average candidates spend 72% of their job search time online.
For their part, recruiters use 45.1% of their time looking for potential candidates.”
Candidates use websites (85%) more than social media (33%) and indeed have a negative opinion of how effective they actually are. It seems paradoxical (but it is not) if we think that just 45% of those who browsed through company websites received a job offer by email, while this figure falls to 12% for those who used social media platforms. What’s more, just 3.2% of those candidates got a job, a smaller number than 4 years ago. On the other hand, other channels like the old but ever popular word of mouth (the most powerful marketing tool of our times!) did the job for 57% of those interviewed.
In such a landscape, the digital world becomes more like a shop window where candidates and recruiters can put themselves on display, a place where they can build their reputations and market themselves. The extensions of our personalities are to be found there – in a Facebook post or in an Instagram selfie – it’s just that we are not often aware of this.
Which social media?
LinkedIn remains the most popular for job searches: 58% of candidates choose it. Growing numbers are also using Facebook (from 27% to 32% in 4 years) and Instagram (10%), overtaking Twitter, a platform that has been plodding along behind the relentless wave of developments made by its competitors.
If we take a look at the Human Resources sector, while LinkedIn and Facebook are still among the most used social media, compared to 2015 they are significantly less popular, falling from 88% to 74% for the professional platform and from 28% to 14% for the Menlo Park-based social media group. However, the 3.0 tool kit now used by recruiters also includes Instagram, the king of visual marketing.