WHAT DOES
Facebook and Twitter are positively being taken on. A further 56% agree that
perceived to be working hard to engage social networking sites allow candidates to
YOUR FACEBOOK
their target market. However, the students get a feel for the company’s culture.
PROFILE SAY TO
questioned were clear that employers
should not exploit social media with 70% The research also serves as a warning to
POTENTIAL
stating they would not want businesses employers; the instant nature of social
EMPLOYERS?
using such sites to ‘sell’ jobs to them. networking means negative candidate
experiences especially during recruitment and
The findings also show that employers not onboarding can quickly be communicated
Employers must be social
embracing social networking risk being between peers having a potentially damaging
media savvy to attract
overshadowed as undergraduates become effect on employer brand.
graduate talent
increasingly social media savvy and expect
businesses to do the same. With almost Neil Harrison, Head of Planning and
• 79% of students say social networking 16% of students either owning or Research at TMP Worldwide comments,
sites are key to employers engaging them contributing to a blog and 42% rating social Employers have been saying for some time
• 42% of students say social media is ideal media as the ideal platform to communicate that they use social networking sites to
for conveying employer brand employer brand, businesses cannot afford to ‘check up’ on potential candidates, but
• But students want companies to ‘tell not sell’ overlook its value. they must now be aware that the tables
have turned. Today’s students use these
24 September 2009: Employers risk going The research also shows how students sites as trusted places to not only
under the radar of the best graduates if they actively use social media to research communicate with friends but to also
don’t adopt robust and consistent social companies and validate whether employer investigate potential employers; so
networking strategies according to research brand messages live up to reality. Almost businesses simply cannot underestimate
by TMP Worldwide and TARGET jobs. half of students questioned use social the power of social media when it comes
media sites to chat with peers about to brand building and engaging with
The study of penultimate and final year recruitment processes, whilst a further 30% undergraduates.
students shows eight in every 10 agree that chat with current employees to check
organisations active on websites such as whether their expectations were met after Employers must not however, approach
social media half heartedly. They must be
consistent with their brand and maintain
the values they promote online throughout
the recruitment, selection and ongoing
retention process.
Dave Coombs, Head of Digital Media at
TMP Worldwide said, “Social media is not a
fad, it’s a fundamental shift in the way we
communicate and the facts speak for
themselves – 96% of Gen Y are members
of a social network and Facebook added
100 million users in less than nine months.
Employers must tap into this valuable
resource and realise that social media is
where the candidates are.
10 GRAD MAG
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