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Wednesday, 18 April 2012 11:59

Twitter the place to be for recruiters, job seekers: report


Twitter is well behind LinkedIn as the preferred social media network used by recruiters to reach job seekers but, as a global report on the market has found, Twitter followers are three times more likely to apply for a job than a LinkedIn connection.

A global report by web-based recruitment software developer, Bullhorn, on the social media activities of 35,000 recruiters, concludes that Twitter is punching above its weight when it comes to job seekers applying for a job, compared to both LinkedIn and Facebook.

As Bullhorn Australia-Pacific sales director, Ben Fuller says, Australians are among the world's top users of social media, and 'its clear from the report that Twitter is where recruiters and job seekers should be spending more of their time.'

"While Twitter provides the best return on investment for recruiters, LinkedIn continues to generate the volume of job interest and activity, driving three times more job views than Twitter and six times more views than Facebook," says Fuller.

The Bullhorn study, which wanted to determine which social media platform performed best, found that 48 per cent of recruiters globally use only LinkedIn, 19 per cent use both LinkedIn and Twitter, and 21 per cent of recruiters use LinkedIn, Twitter and Facebook.

Fuller makes the point that Facebook is the 'least effective channel' for sourcing candidates, despite being the largest social networking site in the world, and he emphasises that social recruiting is still developing and that savvy recruiters have the potential to increase fill rates, reduce sourcing costs and shorten time to fill via a broader talent pipeline.

"It's important for recruiters to know which social media platforms are most effective and focus their attention on networks that will bring success," says Fuller.

According to Fuller, while Twitter may be the most powerful platform, its networks grow at a slower rate than Facebook and LinkedIn, expanding at an average of 3.1 new connections per week.

"Twitter is still an emerging platform for recruiters. Those that aim to assertively grow their followers to take full advantage of its potential will see results for both customers and candidates.

"However, it's no time to abandon LinkedIn which, as the best established of the three platforms for recruiters, grows at an average of 18.5 new connections per week," says Fuller.

And, Fuller suggests that recruiters should aim to identify which social media channels work the hardest for them and 'ensure they have the tools to react in real-time to opportunities within their networks."

For one Australian recruiter - M&T Resources - engaging with job candidates on all three social newtworks is the approach they take, and according to account manager, Andrew Marmont, the company uses Bullhorn's social media dashboard, Bullhorn Reach, to communicate with job candidates in real-time.

"Bullhorn Reach sits across our LinkedIn, Twitter and Facebook networks providing a two-way channel with our networks - we send out job information and also receive instant updates on activity. When someone changes their job status or applies for a job via LinkedIn we can react and create an opportunity more quickly than when we relied on monthly social media reports."

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Peter Dinham

Peter Dinham - retired in 2020. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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