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Social Media/Networking
t h e e v o lv i n g w o r k f o r c e
: The Evolving Workforce




contents




    3   social media/networking

    4   introduction

    5   use oF online JoB Boards BY JoB seekers

    7   use oF social networking sites BY JoB seekers

    9   most PoPular social networking sites For JoB seekers

11      imPact oF social networking content on careers

13      controlling social networking content

15      use oF social media For career deVeloPment

17      use oF social media in tHe workPlace

19      time sPent on social media

21      conclusion

24      aBout tHis rePort




2
: The Evolving Workforce



t h e e v o lv i n g w o r k f o r c e : s o c i a l m e d i a / n e t w o r k i n g




fear it                                                                                         censor it
26        %
are worried that material from
                                                                                                               33%
                                                                                                      edit content on their
                                                                                                    social network sites to
their social networking page could                                                                   avoid career problems
adversely impact their career.
gen y is the age group most concerned
about potential career fallout.


                                                                                                 using it
24           %
search for work
                                                                                                    32%           33%
                                                                                             of those who use social media,
                                                                                           linkedin® and facebook® are the
                                                                                       most preferred—only 3% use twitter®
using blogs or
social network sites


                                                                                           only in the americas
how job seekers                                                                             word-of-mouth is still the
are finding that




j b
                                                                                         number one way to find a job,
                                                                                       followed by online recruitment




    26%   online job boards                                                                        advancing careers
    22%   word-of-mouth                                                                              via social media
    17%   recruitment companies
    17%   direct approaches from employers                                                                34% generation y
    7%    print advertisements                                                                            26% generation X
    1%    social media sites
    10%   other                                                                                           20% baby boomers




3
: The Evolving Workforce




introduction

aPProXimatelY 97,000 PeoPle From 30 countries across tHe americas, aPac,
and emea regions resPonded to a workPlace surVeY deVeloPed BY kellY
serVices®. tHe kellY gloBal workForce indeX (kgwi) reVealed oPinions
aBout work and tHe workPlace From a generational ViewPoint.

survey respondents ranged in age from 18 to 65 and         this report highlights responses to questions regarding
comprised the following generational groups:               social media/networking. the questions focused on:

generation Y (age 18 – 29), generation X (age 30 – 47),    •	 Use	of	online	job	boards	by	job	seekers
and the Baby Boomer generation (age 48 – 65).              •	 Use	of	social	networking	sites	by	job	seekers
the global survey was open to everyone, with no            •	 Most	popular	social	networking	sites	for	job	seekers	
restrictions. to that end, respondents were either         •	 Impact	of	social	networking	content	on	careers
employed within a variety of industries, ranging from      •	 Controlling	social	networking	content
information technology to finance, or were unemployed
                                                           •	 Use	of	social	media	for	career	development
and searching for future work opportunities.
                                                           •	 Use	of	social	media	in	the	workplace
each respondent revealed their viewpoints on the           •	 Time	spent	on	social	media
following four topics:

•	 Talent	Mobility
•	 Social	Media/Networking
•	 Drivers	of	Career	Choice	and	Career	Progression
•	 Effective	Employers/Employer	of	Choice




4
: The Evolving Workforce




use of online job boards by job seekers
How did You secure
Your most recent JoB?
(by generation)
                                                           01
                                                           ONLINE JOB BOARD
                                                            26%
according to the kelly global workforce index, online       31%
                                                                                               Baby Boomers
job	boards	have	become	the	dominant	source	for	             24%
                                                            19%
people to find work, with more than one-quarter of
respondents (26 percent) using them to secure their        SOCIAL MEDIA SITE
                                                             1%
most	recent	job.	Other	job	search	tools	ranked	as	                                             Generation X
                                                             1%
follows: word-of-mouth (22 percent), recruitment and         1%
staffing companies (17 percent), direct approaches from      1%

employers (17 percent), print advertisements               WORD-OF-MOUTH
(7 percent), and social media sites (1 percent).            22%
                                                            23%                                Generation Y
                                                            22%
Online	job	boards	are	most	popular	with	Generation	
                                                            22%
Y, used by 31 percent, compared with 24 percent of                                         all generations
generation X and 19 percent of Baby Boomers.               PRINT ADVERTISEMENT
                                                                                           generation y
                                                            7%
                                                            4%
                                                            8%
                                                                                               All Generations
                                                                                           generation X

                                                            10%                            baby boomers


                                                           DIRECT APPROACH FROM EMPLOYER
                                                            17%
                                                            16%
                                                            18%
                                                            19%

                                                           RECRUITMENT/STAFFING COMPANY
                                                            17%
                                                            16%
                                                            18%
                                                            17%

                                                           OTHER
                                                            10%
                                                            8%
                                                            10%
                                                            13%



5
: The Evolving Workforce




use of online job boards by job seekers
How did You secure
Your most recent JoB?
(by region)
                                                            02
                                                            ONLINE JOB BOARD
                                                             26%
                                                             33%                                       Americas
The	use	of	online	job	boards	is	most	pronounced	in	the	      25%
aPac region, where 33 percent used them to find their        24%
most	recent	job,	compared	with	25	percent	in	EMEA	
                                                            SOCIAL MEDIA SITE
and 24 percent in the americas.                               1%
                                                              1%                                       EMEA
word-of-mouth referrals are the dominant means of             1%
                                                              1%
finding	a	job	in	the	Americas,	used	by	27	percent,	but	
only by 22 percent in aPac and 20 percent in emea.          WORD-OF-MOUTH
                                                             22%
direct approaches from employers accounted for               22%                                       APAC
                                                             20%
significantly more positions in emea than in the             27%
americas and aPac, while use of recruitment firms is                                        all countries
                                                            PRINT ADVERTISEMENT
highest in aPac.                                                                            aPac
                                                             7%
                                                             5%
                                                             7%
                                                                                            emea       All Countries
                                                             7%                             americas


                                                            DIRECT APPROACH FROM EMPLOYER
                                                             17%
                                                             14%
                                                             20%
                                                             15%

                                                            RECRUITMENT/STAFFING COMPANY
                                                             17%
                                                             20%
                                                             17%
                                                             14%

                                                            OTHER
                                                             10%
                                                             5%
                                                             11%
                                                             12%



6
: The Evolving Workforce




                                                            03
use of social networking
sites by job seekers
do You searcH For JoBs on
social networking sites?
(by generation)
                                                            YES              Baby Boomers
                                                             24%
                                                             29%

according to the response to the previous question,          23%
                                                             36%
only a small number of people (1 percent) secured            24%             Generation X
                                                             22%
their	most	recent	job	through	a	social	networking	
                                                             24%
                                                             35%
site. However, almost one-quarter of respondents
(24 percent) say they search for work using social
networking sites, with the results showing the highest                       Generation Y
use by generation X and Baby Boomers.                       NO
                                                                         all generations
                                                             75%
                                                             29%
                                                                         generation y
                                                             76%
                                                             31%
                                                                             All Generations
                                                                         generation X
                                                             74%
                                                             29%         baby boomers

                                                             75%
                                                             27%




                                                            DON'T KNOW
                                                             1%
                                                             43%

                                                             1%
                                                             33%

                                                             1%
                                                             49%

                                                             1%
                                                             40%




7
: The Evolving Workforce




                                                          04
use of social networking
sites by job seekers
do You searcH For JoBs on
social networking sites?
(by region)
                                                          YES              Americas
                                                          24%

the use of social networking sites to locate work is      22%
highest in emea, where they are used by one-quarter       25%              EMEA
of respondents. this is higher than the americas
                                                          23%
(23 percent) and aPac (22 percent).


                                                                           APAC
                                                          NO
                                                                       all countries
                                                          75%
                                                                       aPac
                                                          76%
                                                                       emeaAll Countries
                                                          74%          americas

                                                          77%




                                                          DON'T KNOW
                                                            1%

                                                            2%

                                                            1%

                                                            1%




8
: The Evolving Workforce




                                                            05
most PoPular social networking
sites for job seekers
iF You do searcH For JoBs on social
networking sites, wHicH do You use?
                                                            FACEBOOK
(by generation)
                                                             33%
                                                             40%
                                                             30%
                                                                               Baby Boomers
the most popular social networking sites to find work
                                                             22%
are Facebook® and linkedin®, preferred by 33 percent
and 32 percent, respectively. a further 23 percent
                                                            TWITTER
use other sites, 10 percent use blogs, and 3 percent                  3%       Generation X
use twitter®.                                                         4%
                                                                      2%
Facebook is the overwhelming preference of                            2%
generation Y participants, while linkedin is favored by
                                                                                Generation Y
                                                                           all generations
generation X and Baby Boomers.                              LINKEDIN
                                                             32%           generation y
                                                             23%
                                                                           generation X
                                                             36%
                                                                           baby boomers
                                                             39%               All Generations

                                                            BLOGS
                                                             10%
                                                             12%
                                                             9%
                                                             9%

                                                            OTHER
                                                             23%
                                                             21%
                                                             22%
                                                             27%




9
: The Evolving Workforce




                                                            06
most PoPular social networking
sites for job seekers
iF You do searcH For JoBs on social
networking sites, wHicH do You use?
                                                            FACEBOOK
(by region)
                                                             33%           Americas
                                                             32%
The	choice	of	social	networking	sites	for	job	seeking	       35%
purposes varies markedly according to geography.             28%

                                                                           EMEA
                                                            TWITTER
linkedin is the overwhelming choice in the americas,
                                                             3%
adopted by 40 percent of participants.
                                                             5%
                                                                  2%
However, Facebook is the preferred site in both emea         3%            APAC
and aPac, chosen by 35 percent and 32 percent,
                                                                       all countries
respectively.                                               LINKEDIN
                                                             32%       aPac
the use of blogs for finding work is much more popular       24%       emeaAll   countries
in aPac than it is elsewhere.                                30%
                                                                       americas
                                                             40%

                                                            BLOGS
                                                             10%
                                                             17%
                                                             9%
                                                             6%

                                                            OTHER
                                                             23%
                                                             21%
                                                             23%
                                                             23%




10
: The Evolving Workforce




                                                           07
imPact of social networking
content on careers
do You worrY tHat material From
Your social networking Page could
adVerselY imPact Your career?                              YES              Baby Boomers
(by generation)                                            26%

                                                           28%

more than one-quarter of respondents (26 percent) are      26%              Generation X
worried that material from their social networking page
                                                           22%
could adversely impact their careers.

all generations share concerns about the potential
                                                                            Generation Y
career fallout from social networking content, but
                                                           NO
generation Y is the most worried.                                       all generations
                                                           62%
                                                                        generation y
                                                           63%
                                                                            All Generations
                                                                        generation X
                                                           62%          baby boomers

                                                           62%




                                                           DON'T KNOW
                                                           11%

                                                           9%

                                                           11%

                                                           16%




11
: The Evolving Workforce




                                                          08
imPact of social networking
content on careers
do You worrY tHat material From
Your social networking Page could
adVerselY imPact Your career?
                                                          YES              Americas
(by region)                                                26%

                                                           33%

respondents in the aPac region are significantly more      26%             EMEA
sensitive about the potential career impact of social
                                                           22%
networking content than their counterparts in the
americas and emea. one-third of those in aPac worry
about the impact of social media on their careers,                         APAC
compared with 26 percent in emea and 22 percent in        NO
the americas.                                              62%         all countries

                                                                       aPac
                                                           53%
                                                                       emeaAll Countries
                                                           64%
                                                                       americas
                                                           67%




                                                          DON'T KNOW
                                                           11%

                                                           14%

                                                           10%

                                                           11%




12
: The Evolving Workforce




                                                            09
controlling social networking content
do You deliBeratelY censor
or edit content on Your social
networking site in order to
                                                            YES              Baby Boomers
aVoid career ProBlems?
                                                            33%
(by generation)
                                                            36%

one-third of respondents admit to deliberately editing      33%              Generation X
or censoring content on their social networking sites in
                                                            30%
order to avoid career problems.

all generations are taking steps to control the content                      Generation Y
of their social networking pages, but generation Y is       NO
the most likely to be taking deliberate action to remove    58%
                                                                         all generations

or edit potentially damaging material.                                   generation y
                                                            58%
                                                                             All Generations
                                                                         generation X
                                                            58%          baby boomers

                                                            57%




                                                            DON'T KNOW
                                                            9%

                                                            6%

                                                            9%

                                                            13%




13
: The Evolving Workforce




                                                             10
controlling social networking content
do You deliBeratelY censor
or edit content on Your social
networking site in order to                                  YES              Americas
aVoid career ProBlems?
                                                             33%
(by region)
                                                             33%

across all regions, approximately one-third of               34%              EMEA
respondents are active in controlling the content on
                                                             33%
their social networking sites in order to avoid career
damage.
                                                                              APAC
                                                             NO

                                                             58%          all countries

                                                                          aPac
                                                             57%
                                                                          emeaAll Countries
                                                             58%
                                                                          americas

                                                             58%




                                                             DON'T KNOW

                                                             9%

                                                             10%

                                                             8%

                                                             9%




14
: The Evolving Workforce




                                                              11
use of social media for career develoPment
do You Feel it is essential to Be
actiVe on social media in order
to adVance Your career?                                       YES              Baby Boomers
(by generation)
                                                              28%

                                                              34%
more than one-quarter of respondents (28 percent)
believe it is essential to be active on social media in       26%              Generation X
order to advance their careers.
                                                              20%

generation Y is the most likely to be active online for
career purposes, with more than one-third (34 percent)                         Generation Y
viewing it as essential, compared with 26 percent of          NO
generation X and only 20 percent of Baby Boomers.             60%          all generations

                                                                           generation y
                                                              55%
                                                                               All Generations
                                                                           generation X
                                                              61%          baby boomers

                                                              66%




                                                              DON'T KNOW

                                                              13%

                                                              12%

                                                              13%

                                                              14%




15
: The Evolving Workforce




                                                            12
use of social media for career develoPment
do You Feel it is essential to Be
actiVe on social media in order
to adVance Your career?
(by region)
                                                            YES                 Americas
                                                            28%

the aPac region has an extremely high rate of online        46%

activity for career purposes, with 46 percent regarding     22%              EMEA
it as essential for career advancement. this is well
                                                            25%
above the rates in both the americas (25 percent) and
emea (22 percent).
                                                                             APAC
                                                            NO

                                                            60%          all countries

                                                                         aPac
                                                            40%
                                                                         emeaAll Countries
                                                            66%
                                                                         americas

                                                            64%




                                                            DON'T KNOW

                                                            13%

                                                            15%

                                                            13%

                                                            11%




16
: The Evolving Workforce




                                                            13
use of social media in the workPlace
does Your emPloYer HaVe a social
media or social networking PolicY
tHat regulates use at work?                                 YES              Baby Boomers
(by generation)
                                                            30%

                                                            29%
almost one-third of respondents (30 percent) say
that their employers have a social media or social          31%              Generation X
networking policy that regulates use at work.
                                                            28%

employer restrictions on workplace use of social media
apply almost uniformly to employees, irrespective of                         Generation Y
their generation.                                           NO
                                                                         all generations
                                                            50%
interestingly, 28 percent of Baby Boomers are unaware                    generation y
of whether such a policy exists.                            54%
                                                                             All Generations
                                                                         generation X
                                                            49%          baby boomers

                                                            44%




                                                            DON'T KNOW

                                                            20%

                                                            17%

                                                            20%

                                                            28%




17
: The Evolving Workforce




                                                           14
use of social media in the workPlace
does Your emPloYer HaVe a social
media or social networking PolicY
tHat regulates use at work?
(by region)
                                                           YES                 Americas
                                                            30%

                                                            31%
employer restrictions on social networking in the
workplace are more common in the americas, affecting        27%             EMEA
33 percent of participants, compared with 31 percent in
                                                            33%
aPac and 27 percent in emea.


                                                                            APAC
                                                           NO
                                                                        all countries
                                                            50%
                                                                        aPac
                                                            56%
                                                                        emeaAll Countries
                                                            50%         americas

                                                            46%




                                                           DON'T KNOW

                                                            20%

                                                            13%

                                                            23%

                                                            21%




18
: The Evolving Workforce




                                                            15
time sPent on social media
How mucH time do You sPend on
social media sites eacH daY?
(by generation)
                                                            LESS THAN 30 MINUTES
                                                            44%                        Baby Boomers
The	vast	majority	of	respondents	(68	percent)	spend	        41%
an hour or less each day on social media sites, while 19    47%
                                                            44%
percent spend no time at all. only 13 percent spend an
hour or more each day.                                                                 Generation X
                                                            30 MINUTES – 1 HOUR
                                                            24%
generation Y spends the largest amount of time              29%
engaged in social networking. some 18 percent               22%
of generation Y spend an hour or more each day,             18%                        Generation Y
compared with 11 percent of generation X and 8
                                                                                   all generations
                                                            1 – 2 HOURS
percent of Baby Boomers.
                                                            9%                     generation y
                                                            12%
                                                                                       All Generations
                                                                                   generation X
                                                            8%
                                                                                   baby boomers
                                                            6%

                                                            MORE THAN 2 HOURS
                                                            4%
                                                            6%
                                                                 3%
                                                                 2%

                                                            NEVER
                                                            19%
                                                            11%
                                                            21%
                                                            30%




19
: The Evolving Workforce




                                                            16
time sPent on social media
How mucH time do You sPend on
social media sites eacH daY?
(by region)
                                                            LESS THAN 30 MINUTES
                                                             44%                          Americas
in each of the three regions, approximately two-thirds       42%
of respondents spend one hour or less on social media        45%
                                                             44%
sites each day.
                                                                                       EMEA
                                                            30 MINUTES – 1 HOUR
aPac boasts the greatest number of more intensive
                                                             24%
users. Fifteen percent of its respondents spend more         24%
than one hour on social media sites daily, compared          25%
with 13 percent in emea and 11 percent in the                23%                       APAC
americas.
                                                                                   all countries
                                                            1 – 2 HOURS
twenty-one percent of those in the americas spend no         9%                    aPac
                                                             10%
time at all on social media sites, which is higher than                            emeaAll   Countries
                                                             9%
aPac (19 percent) and emea (17 percent).                                           americas
                                                             8%

                                                            MORE THAN 2 HOURS
                                                             4%
                                                             5%
                                                             4%
                                                             3%

                                                            NEVER
                                                             19%
                                                             19%
                                                             17%
                                                             21%




20
: The Evolving Workforce




conclusion
generation Y



generation Y is adept and comfortable with using              For a generation raised in an online environment, it’s no
online platforms to both find work and advance their          surprise that more than one-in-three (34 percent) feel
careers.	Almost	one-third	used	online	job	boards	to	find	     it’s essential to be active on social media in order to
their	most	recent	job,	while	nearly	one-quarter	relied	on	    advance their careers.
word-of-mouth.
                                                              employer restrictions on the use of social networking
They	are	active	in	using	their	social	networks	for	job	       in the workplace affect 29 percent of generation Y
openings and career opportunities. Facebook is the            respondents.
preferred platform, used by 40 percent of generation
Y respondents. a further 23 percent use linkedin, 12          and it seems that perceptions about the more
percent use blogs, and 4 percent use twitter.                 obsessive use of social media among generation Y may
                                                              be	exaggerated.	The	vast	majority	(70	percent)	spend	
there is apprehension among generation Y about the            an hour or less per day on social media sites. some 11
potential career impact of social networking content.         percent	spend	no	time,	and	just	18	percent	spend	more	
twenty-eight percent are worried about the career             than one hour.
implications of social networking content, and 36
percent edit or censor their sites to avoid career fallout.




21
: The Evolving Workforce




conclusion
generation X and BaBY Boomers



generation X is moving rapidly to engage online             generation X and 22 percent of Baby Boomers fear
platforms	to	find	jobs	and	advance	their	careers,	but	at	   the implications. approximately one-third of these
a	slower	pace	than	Generation	Y.	Online	job	boards	are	     respondents edit or censor their sites to prevent career
the most common method by which they found their            fallout.
most	recent	job.	Twenty-four	percent	used	an	online	job	
board to find work, followed by 22 percent who used         generation X is more active than Baby Boomers in using
word-of-mouth.                                              the emerging online platform to advance their careers.
                                                            twenty-six percent of generation X use social media as
Baby Boomers, by contrast, still rely mostly on word-       a career-enhancing tool, compared with 20 percent of
of-mouth. twenty-two percent secured their most             Baby Boomers.
recent	job	by	word-of-mouth,	followed	by	online	job	
boards and direct approaches from employers (both 19        in the workplace, 31 percent of generation X face
percent).                                                   restrictions on social media usage, compared with 28
                                                            percent of Baby Boomers.
almost one-quarter of both generation X and Baby
Boomers (24 percent) are active in using social             neither group devotes excessive time to social media.
networking	to	look	for	jobs.	For	both	of	these	             approximately two-thirds spend one hour or less
generations, linkedin is the favored site.                  each day on social media sites. only 11 percent of
                                                            generation X and 8 percent of Baby Boomers spend
the adverse consequences of social networking               more than one hour per day on these sites.
content on careers are evident. twenty-six percent of




22
: The Evolving Workforce




conclusion
social media/networking wraP uP



the latest responses to the kelly global workforce         But there is also a sense of nervousness about the
index show that social media/networking is emerging as     potential career pitfalls that can flow from the explosion
an online revolution that is transforming the way people   of personal content on social networking sites. many
search for work and enhance their careers.                 are taking steps to erase or limit some of this content,
                                                           mindful that it can create a digital trail that will endure
Online	job	boards	comprise	the	largest	single	method	
                                                           for many years, and perhaps be viewed by work
of finding work. while social media represents only
                                                           colleagues or potential employers.
a	small	share	of	the	job	search	market,	many	survey	
respondents are using social networking sites to engage
in virtual conversations about work, employers, and
avenues to gain promotion, ultimately advancing
their careers.




23
aBout tHe kellY gloBal workForce indeX™
the kelly global workforce index is an annual survey revealing opinions about work
and the workplace from a generational viewpoint. approximately 97,000 people from
the americas, aPac and emea responded to the 2011 survey with results published
on a quarterly basis. kelly services was the recipient of a marcom Platinum award
in 2010 and a gold award in 2009 for the kelly global workforce index in the
research/study category.

aBout kellY serVices®
kelly services, inc. (nasdaQ: kelYa, kelYB) is a leader in providing workforce solutions.
kelly® offers a comprehensive array of outsourcing and consulting services as well as
world-class staffing on a temporary, temporary-to-hire and direct-hire basis. serving
clients around the globe, kelly provides employment to more than 530,000 employees
annually. revenue in 2010 was $5 billion. Visit www.kellyservices.com and connect with
us on Facebook®, linkedin®, and twitter®.

a kellY serVices rePort
all trademarks are property of their respective owners. an equal opportunity employer © 2011 kelly services, inc.




kellyservices.com

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Kelly Global Workforce Index 2011

  • 1. Social Media/Networking t h e e v o lv i n g w o r k f o r c e
  • 2. : The Evolving Workforce contents 3 social media/networking 4 introduction 5 use oF online JoB Boards BY JoB seekers 7 use oF social networking sites BY JoB seekers 9 most PoPular social networking sites For JoB seekers 11 imPact oF social networking content on careers 13 controlling social networking content 15 use oF social media For career deVeloPment 17 use oF social media in tHe workPlace 19 time sPent on social media 21 conclusion 24 aBout tHis rePort 2
  • 3. : The Evolving Workforce t h e e v o lv i n g w o r k f o r c e : s o c i a l m e d i a / n e t w o r k i n g fear it censor it 26 % are worried that material from 33% edit content on their social network sites to their social networking page could avoid career problems adversely impact their career. gen y is the age group most concerned about potential career fallout. using it 24 % search for work 32% 33% of those who use social media, linkedin® and facebook® are the most preferred—only 3% use twitter® using blogs or social network sites only in the americas how job seekers word-of-mouth is still the are finding that j b number one way to find a job, followed by online recruitment 26% online job boards advancing careers 22% word-of-mouth via social media 17% recruitment companies 17% direct approaches from employers 34% generation y 7% print advertisements 26% generation X 1% social media sites 10% other 20% baby boomers 3
  • 4. : The Evolving Workforce introduction aPProXimatelY 97,000 PeoPle From 30 countries across tHe americas, aPac, and emea regions resPonded to a workPlace surVeY deVeloPed BY kellY serVices®. tHe kellY gloBal workForce indeX (kgwi) reVealed oPinions aBout work and tHe workPlace From a generational ViewPoint. survey respondents ranged in age from 18 to 65 and this report highlights responses to questions regarding comprised the following generational groups: social media/networking. the questions focused on: generation Y (age 18 – 29), generation X (age 30 – 47), • Use of online job boards by job seekers and the Baby Boomer generation (age 48 – 65). • Use of social networking sites by job seekers the global survey was open to everyone, with no • Most popular social networking sites for job seekers restrictions. to that end, respondents were either • Impact of social networking content on careers employed within a variety of industries, ranging from • Controlling social networking content information technology to finance, or were unemployed • Use of social media for career development and searching for future work opportunities. • Use of social media in the workplace each respondent revealed their viewpoints on the • Time spent on social media following four topics: • Talent Mobility • Social Media/Networking • Drivers of Career Choice and Career Progression • Effective Employers/Employer of Choice 4
  • 5. : The Evolving Workforce use of online job boards by job seekers How did You secure Your most recent JoB? (by generation) 01 ONLINE JOB BOARD 26% according to the kelly global workforce index, online 31% Baby Boomers job boards have become the dominant source for 24% 19% people to find work, with more than one-quarter of respondents (26 percent) using them to secure their SOCIAL MEDIA SITE 1% most recent job. Other job search tools ranked as Generation X 1% follows: word-of-mouth (22 percent), recruitment and 1% staffing companies (17 percent), direct approaches from 1% employers (17 percent), print advertisements WORD-OF-MOUTH (7 percent), and social media sites (1 percent). 22% 23% Generation Y 22% Online job boards are most popular with Generation 22% Y, used by 31 percent, compared with 24 percent of all generations generation X and 19 percent of Baby Boomers. PRINT ADVERTISEMENT generation y 7% 4% 8% All Generations generation X 10% baby boomers DIRECT APPROACH FROM EMPLOYER 17% 16% 18% 19% RECRUITMENT/STAFFING COMPANY 17% 16% 18% 17% OTHER 10% 8% 10% 13% 5
  • 6. : The Evolving Workforce use of online job boards by job seekers How did You secure Your most recent JoB? (by region) 02 ONLINE JOB BOARD 26% 33% Americas The use of online job boards is most pronounced in the 25% aPac region, where 33 percent used them to find their 24% most recent job, compared with 25 percent in EMEA SOCIAL MEDIA SITE and 24 percent in the americas. 1% 1% EMEA word-of-mouth referrals are the dominant means of 1% 1% finding a job in the Americas, used by 27 percent, but only by 22 percent in aPac and 20 percent in emea. WORD-OF-MOUTH 22% direct approaches from employers accounted for 22% APAC 20% significantly more positions in emea than in the 27% americas and aPac, while use of recruitment firms is all countries PRINT ADVERTISEMENT highest in aPac. aPac 7% 5% 7% emea All Countries 7% americas DIRECT APPROACH FROM EMPLOYER 17% 14% 20% 15% RECRUITMENT/STAFFING COMPANY 17% 20% 17% 14% OTHER 10% 5% 11% 12% 6
  • 7. : The Evolving Workforce 03 use of social networking sites by job seekers do You searcH For JoBs on social networking sites? (by generation) YES Baby Boomers 24% 29% according to the response to the previous question, 23% 36% only a small number of people (1 percent) secured 24% Generation X 22% their most recent job through a social networking 24% 35% site. However, almost one-quarter of respondents (24 percent) say they search for work using social networking sites, with the results showing the highest Generation Y use by generation X and Baby Boomers. NO all generations 75% 29% generation y 76% 31% All Generations generation X 74% 29% baby boomers 75% 27% DON'T KNOW 1% 43% 1% 33% 1% 49% 1% 40% 7
  • 8. : The Evolving Workforce 04 use of social networking sites by job seekers do You searcH For JoBs on social networking sites? (by region) YES Americas 24% the use of social networking sites to locate work is 22% highest in emea, where they are used by one-quarter 25% EMEA of respondents. this is higher than the americas 23% (23 percent) and aPac (22 percent). APAC NO all countries 75% aPac 76% emeaAll Countries 74% americas 77% DON'T KNOW 1% 2% 1% 1% 8
  • 9. : The Evolving Workforce 05 most PoPular social networking sites for job seekers iF You do searcH For JoBs on social networking sites, wHicH do You use? FACEBOOK (by generation) 33% 40% 30% Baby Boomers the most popular social networking sites to find work 22% are Facebook® and linkedin®, preferred by 33 percent and 32 percent, respectively. a further 23 percent TWITTER use other sites, 10 percent use blogs, and 3 percent 3% Generation X use twitter®. 4% 2% Facebook is the overwhelming preference of 2% generation Y participants, while linkedin is favored by Generation Y all generations generation X and Baby Boomers. LINKEDIN 32% generation y 23% generation X 36% baby boomers 39% All Generations BLOGS 10% 12% 9% 9% OTHER 23% 21% 22% 27% 9
  • 10. : The Evolving Workforce 06 most PoPular social networking sites for job seekers iF You do searcH For JoBs on social networking sites, wHicH do You use? FACEBOOK (by region) 33% Americas 32% The choice of social networking sites for job seeking 35% purposes varies markedly according to geography. 28% EMEA TWITTER linkedin is the overwhelming choice in the americas, 3% adopted by 40 percent of participants. 5% 2% However, Facebook is the preferred site in both emea 3% APAC and aPac, chosen by 35 percent and 32 percent, all countries respectively. LINKEDIN 32% aPac the use of blogs for finding work is much more popular 24% emeaAll countries in aPac than it is elsewhere. 30% americas 40% BLOGS 10% 17% 9% 6% OTHER 23% 21% 23% 23% 10
  • 11. : The Evolving Workforce 07 imPact of social networking content on careers do You worrY tHat material From Your social networking Page could adVerselY imPact Your career? YES Baby Boomers (by generation) 26% 28% more than one-quarter of respondents (26 percent) are 26% Generation X worried that material from their social networking page 22% could adversely impact their careers. all generations share concerns about the potential Generation Y career fallout from social networking content, but NO generation Y is the most worried. all generations 62% generation y 63% All Generations generation X 62% baby boomers 62% DON'T KNOW 11% 9% 11% 16% 11
  • 12. : The Evolving Workforce 08 imPact of social networking content on careers do You worrY tHat material From Your social networking Page could adVerselY imPact Your career? YES Americas (by region) 26% 33% respondents in the aPac region are significantly more 26% EMEA sensitive about the potential career impact of social 22% networking content than their counterparts in the americas and emea. one-third of those in aPac worry about the impact of social media on their careers, APAC compared with 26 percent in emea and 22 percent in NO the americas. 62% all countries aPac 53% emeaAll Countries 64% americas 67% DON'T KNOW 11% 14% 10% 11% 12
  • 13. : The Evolving Workforce 09 controlling social networking content do You deliBeratelY censor or edit content on Your social networking site in order to YES Baby Boomers aVoid career ProBlems? 33% (by generation) 36% one-third of respondents admit to deliberately editing 33% Generation X or censoring content on their social networking sites in 30% order to avoid career problems. all generations are taking steps to control the content Generation Y of their social networking pages, but generation Y is NO the most likely to be taking deliberate action to remove 58% all generations or edit potentially damaging material. generation y 58% All Generations generation X 58% baby boomers 57% DON'T KNOW 9% 6% 9% 13% 13
  • 14. : The Evolving Workforce 10 controlling social networking content do You deliBeratelY censor or edit content on Your social networking site in order to YES Americas aVoid career ProBlems? 33% (by region) 33% across all regions, approximately one-third of 34% EMEA respondents are active in controlling the content on 33% their social networking sites in order to avoid career damage. APAC NO 58% all countries aPac 57% emeaAll Countries 58% americas 58% DON'T KNOW 9% 10% 8% 9% 14
  • 15. : The Evolving Workforce 11 use of social media for career develoPment do You Feel it is essential to Be actiVe on social media in order to adVance Your career? YES Baby Boomers (by generation) 28% 34% more than one-quarter of respondents (28 percent) believe it is essential to be active on social media in 26% Generation X order to advance their careers. 20% generation Y is the most likely to be active online for career purposes, with more than one-third (34 percent) Generation Y viewing it as essential, compared with 26 percent of NO generation X and only 20 percent of Baby Boomers. 60% all generations generation y 55% All Generations generation X 61% baby boomers 66% DON'T KNOW 13% 12% 13% 14% 15
  • 16. : The Evolving Workforce 12 use of social media for career develoPment do You Feel it is essential to Be actiVe on social media in order to adVance Your career? (by region) YES Americas 28% the aPac region has an extremely high rate of online 46% activity for career purposes, with 46 percent regarding 22% EMEA it as essential for career advancement. this is well 25% above the rates in both the americas (25 percent) and emea (22 percent). APAC NO 60% all countries aPac 40% emeaAll Countries 66% americas 64% DON'T KNOW 13% 15% 13% 11% 16
  • 17. : The Evolving Workforce 13 use of social media in the workPlace does Your emPloYer HaVe a social media or social networking PolicY tHat regulates use at work? YES Baby Boomers (by generation) 30% 29% almost one-third of respondents (30 percent) say that their employers have a social media or social 31% Generation X networking policy that regulates use at work. 28% employer restrictions on workplace use of social media apply almost uniformly to employees, irrespective of Generation Y their generation. NO all generations 50% interestingly, 28 percent of Baby Boomers are unaware generation y of whether such a policy exists. 54% All Generations generation X 49% baby boomers 44% DON'T KNOW 20% 17% 20% 28% 17
  • 18. : The Evolving Workforce 14 use of social media in the workPlace does Your emPloYer HaVe a social media or social networking PolicY tHat regulates use at work? (by region) YES Americas 30% 31% employer restrictions on social networking in the workplace are more common in the americas, affecting 27% EMEA 33 percent of participants, compared with 31 percent in 33% aPac and 27 percent in emea. APAC NO all countries 50% aPac 56% emeaAll Countries 50% americas 46% DON'T KNOW 20% 13% 23% 21% 18
  • 19. : The Evolving Workforce 15 time sPent on social media How mucH time do You sPend on social media sites eacH daY? (by generation) LESS THAN 30 MINUTES 44% Baby Boomers The vast majority of respondents (68 percent) spend 41% an hour or less each day on social media sites, while 19 47% 44% percent spend no time at all. only 13 percent spend an hour or more each day. Generation X 30 MINUTES – 1 HOUR 24% generation Y spends the largest amount of time 29% engaged in social networking. some 18 percent 22% of generation Y spend an hour or more each day, 18% Generation Y compared with 11 percent of generation X and 8 all generations 1 – 2 HOURS percent of Baby Boomers. 9% generation y 12% All Generations generation X 8% baby boomers 6% MORE THAN 2 HOURS 4% 6% 3% 2% NEVER 19% 11% 21% 30% 19
  • 20. : The Evolving Workforce 16 time sPent on social media How mucH time do You sPend on social media sites eacH daY? (by region) LESS THAN 30 MINUTES 44% Americas in each of the three regions, approximately two-thirds 42% of respondents spend one hour or less on social media 45% 44% sites each day. EMEA 30 MINUTES – 1 HOUR aPac boasts the greatest number of more intensive 24% users. Fifteen percent of its respondents spend more 24% than one hour on social media sites daily, compared 25% with 13 percent in emea and 11 percent in the 23% APAC americas. all countries 1 – 2 HOURS twenty-one percent of those in the americas spend no 9% aPac 10% time at all on social media sites, which is higher than emeaAll Countries 9% aPac (19 percent) and emea (17 percent). americas 8% MORE THAN 2 HOURS 4% 5% 4% 3% NEVER 19% 19% 17% 21% 20
  • 21. : The Evolving Workforce conclusion generation Y generation Y is adept and comfortable with using For a generation raised in an online environment, it’s no online platforms to both find work and advance their surprise that more than one-in-three (34 percent) feel careers. Almost one-third used online job boards to find it’s essential to be active on social media in order to their most recent job, while nearly one-quarter relied on advance their careers. word-of-mouth. employer restrictions on the use of social networking They are active in using their social networks for job in the workplace affect 29 percent of generation Y openings and career opportunities. Facebook is the respondents. preferred platform, used by 40 percent of generation Y respondents. a further 23 percent use linkedin, 12 and it seems that perceptions about the more percent use blogs, and 4 percent use twitter. obsessive use of social media among generation Y may be exaggerated. The vast majority (70 percent) spend there is apprehension among generation Y about the an hour or less per day on social media sites. some 11 potential career impact of social networking content. percent spend no time, and just 18 percent spend more twenty-eight percent are worried about the career than one hour. implications of social networking content, and 36 percent edit or censor their sites to avoid career fallout. 21
  • 22. : The Evolving Workforce conclusion generation X and BaBY Boomers generation X is moving rapidly to engage online generation X and 22 percent of Baby Boomers fear platforms to find jobs and advance their careers, but at the implications. approximately one-third of these a slower pace than Generation Y. Online job boards are respondents edit or censor their sites to prevent career the most common method by which they found their fallout. most recent job. Twenty-four percent used an online job board to find work, followed by 22 percent who used generation X is more active than Baby Boomers in using word-of-mouth. the emerging online platform to advance their careers. twenty-six percent of generation X use social media as Baby Boomers, by contrast, still rely mostly on word- a career-enhancing tool, compared with 20 percent of of-mouth. twenty-two percent secured their most Baby Boomers. recent job by word-of-mouth, followed by online job boards and direct approaches from employers (both 19 in the workplace, 31 percent of generation X face percent). restrictions on social media usage, compared with 28 percent of Baby Boomers. almost one-quarter of both generation X and Baby Boomers (24 percent) are active in using social neither group devotes excessive time to social media. networking to look for jobs. For both of these approximately two-thirds spend one hour or less generations, linkedin is the favored site. each day on social media sites. only 11 percent of generation X and 8 percent of Baby Boomers spend the adverse consequences of social networking more than one hour per day on these sites. content on careers are evident. twenty-six percent of 22
  • 23. : The Evolving Workforce conclusion social media/networking wraP uP the latest responses to the kelly global workforce But there is also a sense of nervousness about the index show that social media/networking is emerging as potential career pitfalls that can flow from the explosion an online revolution that is transforming the way people of personal content on social networking sites. many search for work and enhance their careers. are taking steps to erase or limit some of this content, mindful that it can create a digital trail that will endure Online job boards comprise the largest single method for many years, and perhaps be viewed by work of finding work. while social media represents only colleagues or potential employers. a small share of the job search market, many survey respondents are using social networking sites to engage in virtual conversations about work, employers, and avenues to gain promotion, ultimately advancing their careers. 23
  • 24. aBout tHe kellY gloBal workForce indeX™ the kelly global workforce index is an annual survey revealing opinions about work and the workplace from a generational viewpoint. approximately 97,000 people from the americas, aPac and emea responded to the 2011 survey with results published on a quarterly basis. kelly services was the recipient of a marcom Platinum award in 2010 and a gold award in 2009 for the kelly global workforce index in the research/study category. aBout kellY serVices® kelly services, inc. (nasdaQ: kelYa, kelYB) is a leader in providing workforce solutions. kelly® offers a comprehensive array of outsourcing and consulting services as well as world-class staffing on a temporary, temporary-to-hire and direct-hire basis. serving clients around the globe, kelly provides employment to more than 530,000 employees annually. revenue in 2010 was $5 billion. Visit www.kellyservices.com and connect with us on Facebook®, linkedin®, and twitter®. a kellY serVices rePort all trademarks are property of their respective owners. an equal opportunity employer © 2011 kelly services, inc. kellyservices.com