Assessing job market with social media

1. Assessing job market with social networking sites
Nageshri B Karhade , Supriya Pawar
Maratha Mandir’s Babasaheb Gawde Institute Of Management,
Mumbai University,
India
nageshri@msn.com,supriyapawar5@gmail.com
Abstract- The purpose of this paper is to assess the job
market with the help of social networking sites. This
research aims to investigate the effects personal social
networking sites have on candidate’s opportunities for
obtaining employment and how and to what extent hiring
managers used this information in the hiring process. The
data for this study was obtained from questionnaires
provided to 60 MMS second year students studying in south
Mumbai colleges and 10 recruiters. The results show a
rising trend in usage of social networking sites by recruiters
but lack of acceptance by students. The analysis concludes
that social networking sites can be used as a useful tool by
students seeking jobs. The findings will help students to put
more focus on using social networking sites not only for
personal use but also for professional use. It also serves as
an encouragement to students in how to maintain a
professional profile.
Keywords: social networking sites, job market, recruiters
INTRODUCTION
The job market in India has indeed undergone a
wind of change with newer opportunities popping
out in course of time. This in turn has helped the
job seekers, both fresher and experienced
professionals to explore greener pastures lying
ahead. The different tools used are Referrals, Job
Boards and Career Websites, Job Fairs, Company
Websites, Recruitment Agencies. The Internet
profoundly affects how business is conducted in the
world today, and recruiting and hiring processes are
being swept along in this current. The Internet lends
itself well to finding and attracting college
graduates, skilled workers, managers, and
executives. These groups tend to be computer
literate, and technology use is an integral part of
their daily routines, helping them develop and
maintain connections at work as well as in their
personal lives. Popular social media Web sites such
as MySpace, Facebook, Wikipedia, and Yahoo!
Groups abound and are subscribed to by millions of
people, prompting employers to explore ways to use
social media in their search for new talent. This
paper provides an overview of how social media are
currently being used by leading edge companies as
well as job seekers.
Use of the internet and social media has grown
substantially over the last decade, and the use of
these new web-based technologies for work related
activities has been a major part of that. While
internet usage has grown, the way people are using
the internet has also changed. More interactive
online technology such as blogs, social networking
sites such as Twitter and Facebook and other
innovations which are part of greater interactivity
and user-generated content that characterize socalled ‘Web 2.0‘ –i.e. sites allowing users to
interact and collaborate with each other in a social
media dialogue – have become more prominent.
The use of social networking sites among internet
users in India has grown nearly 52% since 2011,
with more than 76 million people now using social
networking sites in the country (McNaughton
2012).
According to Andrea Broughton, Tom Higgins, Ben
Hicks and Annette Cox (2010) social network sites
are web-based services that allow individuals to (1)
construct a public or semi-public profile within a
bounded system, (2) articulate a list of other users
with whom they share a connection, and (3) view
and traverse their list of connections and those made
by others within the system.
LITERATURE REVIEW
On Facebook, where many users look to connect
more personally and socially than professionally,
it’s still a good idea to have a pristine profile. A
recent survey by CareerBuilder.com found that 37

2. percent of employers screen candidates using social
media, with one-third saying they’ve rejected
applicants because of what they’ve found. As a
result, it’s important to only post appropriate,
professional photos of yourself and keep your
communications clean. Facebook users also may
benefit from creating lists of close friends,
acquaintances and restricted users where they can
sort out what content certain friends can see.
Recruiting using Social Media has taken many parts
of the globe by storm and this revolution is here to
stay. Social media has become a potent tool for both
employers and employees and as a low cost - high
return option, recruiting through Social Media will
soon become a key differentiator in the current
global recruitment market. The advancement of
technology will also fuel this growth with easier
interface and ultra refined searches, helping
employers and employees finding the right fit jobs
(E.Balaji).
Social Networking in India
•
•
•
More than 33 million Internet users who
form 84% of the total Internet audience, visit
social networking sites
The total Indian social networking audience
grew 43 percent in the past year, more than
tripling the rate of growth of the total
Internet audience in India
India now ranks as the seventh largest
market worldwide for social networking
Table 1: Statistics showing use of SNS in India
Source: Indiasocial
Global Recruiting Trends Survey 2011 conducted
by Linkedin in India Surveyed 369 recruiting
professionals in India who have a LinkedIn profile.
According to this survey 38% Employment
branding, 36% referral programs and 33% social
professional networking are the top recruiting trends
in India. Most companies in India use social
professional networking for recruiting 62% as
minor hiring source and 18% as major hiring
source.
When asked why they use social networks to
conduct background research, hiring managers
stated the following:
•
•
To see if the candidate presents himself/herself
professionally – 65 percent
To see if the candidate is a good fit for the
company culture – 51 percent
•
To learn more about
qualifications – 45 percent
•
To see if the candidate is well-rounded – 35
percent
•
To look for reasons not to hire the candidate –
12 percent
the
candidate’s
A third (34 percent) of hiring managers who
currently research candidates via social media said
they have found information that has caused them
not to hire a candidate. That content ranges from
evidence of inappropriate behavior to information
that contradicted their listed qualifications:
• Candidate posted provocative/inappropriate
photos/info – 49 percent
• There was info about candidate drinking or
using drugs – 45 percent
• Candidate had poor communication skills – 35
percent
• Candidate bad mouthed previous employer –
33 percent
• Candidate made discriminatory comments
related to race, gender, religion, etc. – 28
percent
• Candidate lied about qualifications – 22
percent
While screening for red flags is one a reason for
social media research, employers are also looking
for information that could potentially give a job

3. seeker an advantage. Three in ten hiring managers
(29 percent) said they have found something that
has caused them to hire a candidate, citing content
that showed them the following:
•
•
Good feel for candidate’s personality – 58
percent
Conveyed a professional image –55 percent
•
Background
information
supported
professional qualifications – 54 percent

•
Well-rounded, showed a wide range of
interests – 51 percent
•
Great communication skills – 49 percent
•
Candidate was creative – 44 percent
•
Other people posted great references about the
candidate – 34 percent

Employers are primarily using Facebook (65
percent) and LinkedIn (63 percent) to research
candidates; 16 percent use Twitter.
More than one‐in‐five job aspirants surveyed in
India access social networking sites to hunt for the
right job, according to the latest survey results
revealed by global workforce solutions leader,
Kelly Services. The survey also indicates that many
are anxious about their potential career fallout from
personal content on these sites. The findings are
part of the ‘Kelly Global Workforce Index’, which
obtained the views of approximately 97,000 people
in 30 countries, including almost 2,000 in India. In
the survey, respondents were asked a series of
questions relating to their use of social networking
as an employment tool, including identifying what
social networking sites are most frequently used for
searching for jobs and by what method they
obtained their last job. The survey also sought to
identify the impact of social media content on
people's careers, and issues regarding the use of
social networking within the workplace.
Top sources referred by job aspirants to secure jobs:
•
Recruitment/Staffing firms (26%)
•
Direct approaches from employers (26%)
•
Online postings (21%)
•
Word‐of‐mouth referrals (14%)
•
Print advertisement (5%)
•
Other (5%)
•
Social media sites (4%)
LinkedIn is the most popular social media site
among all generation of job seekers
Following is the age‐wise split of LinkedIn usage:
Gen X (aged 30‐47), (69%)
•
Baby boomers (aged 48‐65), (56%)
•
Gen Y (aged 18‐29), (46%)
Percentage of people searching jobs online across
cities:
•
Andhra Pradesh (44%)
•
Delhi (34%)
•
Karnataka (32%)
•
Maharashtra (31%)
•
Tamil Nadu (28%)
Generation Y employees are the most likely to be
active online for career development purposes (34%
regard being active on social media as a requisite
for career advancement), yet they are also most
concerned about the possible adverse affects of
online material. Well over one-quarter (28%) of
Gen Y’s worry that material from their social
networking pages could adversely affect their
career. This level of concern was shared across all
generations, with 26% of Gen X respondents and
22% of Baby Boomers agreeing online material
could pose potential career problems if not managed
carefully.
Commenting on the findings of the survey,
Mr.Kamal Karanth, Managing Director, Kelly
Services said, “The use of social media has become
more evident amongst job seekers in this
technologically evolved market. It acts as a very
distinctive and effective medium for both the
employer and employee to connect and engage.
More and more recruiters are using this tool as it
helps in quickening the entire procedure of hiring

4. and is cost effective.”The resume is no longer the
first step in the recruitment process; It’s one of the
last. Social media gives both candidates and
employers the chance to be more active in their job
hunt—saving time and money and ensuring that
applicants who get the job are the best fit for the
company and stay around for the long haul.
MOST POPULAR SOCIAL
NETWORKING SITES
Q.
Do you have your profile on any of the
following social networking sites?
FACEBOOK IS THE MOST
POPULAR AMONG
STUDENTS
93%
OBJECTIVES
Facebook
Twitter
Other
13%
13%
Graph 1: Popular SNS
Q.
TIME SPENT ON SOCIAL
MEDIA
RESEARCH MEHODOLOGY
The main purpose of this study was to determine if
and how students and companies are using social
networking sites to screen potential candidates. Two
types of survey questionnaire were developed. One
focusing on students and the other on recruiters.
The one focusing on students concentrated on
measuring social media usage and respondents
preferences. The questionnaire consisted of 10
questions which was distributed among 60 students
studying in MMS second year in south Mumbai
colleges. Out of these 60 questionnaires 30 were
sent online. Sampling used was convenient
sampling. The second questionnaire concentrated on
recruiters to find what would their perceptions be
based on information found online, and how would
the information found on these websites influence
their decision to hire. The questionnaire was
distributed to 10 recruiters consisting of 6 questions
each. Collected data was analyzed using central
tendency tools such as percentages and graphs.
40%
Linkedin
1. To determine the popularity of social networking
sites among students as a tool for job seeking.
2. To understand the market potential of social
networking sites as a recruitment tool by
employers.
93%
How much time do you spend on
social networking sites each week?
> 25 hours
65% OF STUDENTS
SPEND 0-5 HOURS ON
SOCIAL MEDIA SITES
EAC WEEK
21-25 hours
16-20 hours
0%
4%
4%
11-15 hours
6-10 hours
17%
65%
0-5 hours
Graph 2: Time spent on SNS
USE OF SOCIAL NETWORKING
SITES
Q.
Why do you use social networking
sites?
To promote yourself
93% USE SNS TO KEEP
IN TOUCH WITH FRIENDS
AND FAMILY
To find information
about company
To make professional
and business …
To keep in touch with
friends and family
Graph 3: Use of SNS
23%
0%
To share
video,photos ,and…
To meet new people
DATA ANALYSIS
Analysis based on survey questionnaire provided to
students
10%
40%
13%
33%
93%

5. FRIEND REQUEST SENT
Q.
Whom do you send friend request?
Strangers(HR)
SENT TO FRIENDS
Professional collegues
PORTALS AS THE MOST
POPULAR TOOL FOR
SEARCHING A JOB
27%
93%
80%
13%
Reference from
professional, person
al contacts
27%
Graph 7: Most popular media
Q.
How many contacts you have
in your social networking profile?
61 % HAVE MORE THAN
29%
101-150
Graph 5: Number of contacts on SNS
53% HAVE DENIED
USING SNS FOR JOB
SEARCH
YES
53%
47%
NO
Graph 8: Use of SNS for seeking a job
MOST POPULAR SOCIAL
MEDIA SITE TO SEARCH FOR
JOB
Q.
How many of your contacts are
professional?
50-75
Do you use social networking
sites for job search?
0%
< 50
60 % HAVE 25-50
Q.
10%
51-100
MORE THAN 75
USE OF SOCIAL
NETWORKING SITES FOR
SEEKING A JOB
61%
MORE THAN 150
PROFESSIONAL CONTACTS
IN THEIR SOCIAL MEDIA
PROFILES
13%
Job portals
News paper
Graph 4: Friend request sent
NUMBER OF
PROFESSIONAL CONTACTS
3%
Company career
sites
33%
Friends
150 CONTACTS
Which of the following social
media do you use to find job?
80% HAVE CHOSEN JOB
Family
NUMBER OF CONTACTS IN
SOCIAL MEDIA SITES
Q.
Other
2%
93 % OF REQUST IS
MOST POPULAR MEDIA TO
SEARCH FOR JOBS
Other
0%
2%
25-50
< 25
Graph 6: Number of professional contacts
Q.
If yes, which of these sites do you
use?
60%
38%
40% USE LINKEDIN AND
HAS VOTED IT AS THE
MOST POPULAR SNS TOOL
FOR JOB SEARCH
0%
Linkedin
Twitter
Facebook
40%
10%
27%
Graph 9: Most popular SNS for job search

6. The above analysis shoes that the popular social
media site is Facebook 93% which is extensively
used to keep in touch with friends and family. The
social media mostly preferred is job portals
80%.The preference to search for job through social
media sites is negative with 53% not preferring it.
When compared with Kelly Global Workforce
Index which shows social media sites being used by
only 4% students our analysis stands true.
THE PURPOSE BEHIND
USING SOCIAL MEDIA SITES
What is your purpose behind using social
networking sites as a recruitment tool?
70% RECRUITERS USE
SNS TO SEE IF THE
CANDIDATE PRESENTS
HIMSELF/HERSELF
PROFESSIONALLY
Analysis based on survey questionnaire provided to
recruiters
TRADITIONAL TOOLS USED
BY RECRUITERS
Q.
ON-CAMPUS
RECRUITMENT
To look for reasons
not to hire the
candidate
To see if the
candidate is wellrounded
To learn more
about the
candidate’s…
To see if the
candidate is a good
fit for the company
To see if the
candidate presents
himself/herself…
30%
50%
50%
60%
70%
Graph 12: Purpose of using SNS
What are the tools used by your company for
recruitment?
90% RECRUITERS USE
Q.
On-campus
recruitment
90%
SELECTION OF CANDIDATE
THROUGH SNS
8 OUT OF 10 RECRUITERS HAVE
SUCCESSFULLY HIRED A CANDIDATE
Employee referrals
80%
Q.
Have you selected any candidate
using social networking sites? If yes
why?
People posted great
references
WHO WAS IDENTIFIED OR
40%
Great communication
skills
40%
INTRODUCED THROUGH A SOCIAL
NETWORK OR SOCIAL MEDIA
Job portals
60%
Well-rounded
70% SELECTING ON THE BASIS OF
Newspaper
50%
Background
information…
CANDIDATES’S PERSONALITY
20%
30%
Candidate was
creative
60%
Conveyed a
professional image
Graph 10: Traditional recruitment tools used
60%
70%
Candidate’s
personality
RECRUITERS LEVERAGING SOCIAL
MEDIA TO REACH CANDIDATES IS AT AN
ALL-TIME HIGH
FACEBOOK AND TWITTER RECRUITING
Q.
Do you or your company use social
networks or social media to support your
recruitment efforts?
Others
ADOPTION GROWING RAPIDLY WHILE
20%
Graph 13: Selecting candidate using SNS
REJECTION OF CANDIDATE
BASED ON INFORMATION
FROM SNS
LINKEDIN BECOMES NEARLY UNIVERSAL
Twitter
90% RECRUITERS USE LINKEDIN
FOR RECRUITMENT
Facebook
Candidate lied about
qualifications
50%
90%
Linkedin
60%
Graph 11: Usage of SNS by recruiters
Q.
Have you rejected any candidate based on
the information provided by social
networking sites? If yes why?
70% REJECTED
CANDIDATE BECAUSE THEY
POSTED INAPPROPRIATE
CONTENT
Candidate made
discriminatory…
30%
20%
Candidate bad
mouthed previous…
Candidate had poor
communication skills
50%
30%
There was info about
candidate drinking…
Candidate posted
provocative/inappr…
Graph 14: Rejecting candidate using SNS
60%
70%

7. POTENTIAL FOR SOCIAL
NETWORKING SITES AS A
RECRUITMENT TOOL
80% RECRUITERS BELIEVE
Social Networking Sites is a fast moving topic
which has to be monitored for a longer time period.
Q.
Do you think there is potential for social
networking sites as a recruitment tool?
NO
20%
SNS HAS POTENTIAL AS A
RECRUITMENT TOOL
YES
80%
Graph 15: Potential for SNS
The above data comparison provides a scope on the
potential power social networking sites may have
on decision making from human resources and
hiring managers. When comparing our survey
against the Linkedin data research, the results
showed that 90% of recruiters used Linkedin
followed by Facebook (60%).The main purpose
being to check if candidate presents himself/herself
professionally (70%). The reasons given for
candidate being rejected were inappropriate content
posted (70%) followed by candidates drinking and
using drugs (60%). The reasons for candidate being
accepted were good feel for candidate’s personality
(70%). When asked if social networking sites held
potential in future the answers were in favor of Yes
89%.
VI. LIMITATIONS
Obviously in order for this exploratory research to
gain statistical significance a larger sample will
need to be surveyed. In spite of our efforts the
response rate was less so the opinion of our overall
study may not be representative of this group. . In
addition, the sample size taken for recruiters which
are making use of social-oriented networking sites
is small (n=10) which may limit the generalizability
of the study. As a consequence, it may be difficult
to draw definite conclusions about social-oriented
networking sites and recruitment. In addition, the
study is only a snapshot in time and the usage of
VII. RECOMMENDATIONS
1. Plan a social media strategy that is right for
your career goals.
2. Build an on-line professional profile. Create a
robust LinkedIn profile.
3. Use platforms like Twitter to expand your
network.
4. Stay YouTube, Facebook.
5. Join LinkedIn Groups (industry-related, or your
college/university-related).
6. Consider starting a blog related to the many
career interests you are passionate about.
7. Use social media platforms to research
organizations and people.
8. Don’t post inappropriate contents or comments
on your profile.
VIII. CONCLUSION
Social media usage and activities continues to carve
into our culture and there is no indication of it
slowing down. In fact, more people become part of
the phenomena including the aging population. It is
no longer the “young” thing but a way many
communicate, share experiences, interests, or
display their attitudes and feelings. This is the new
norm and as our analysis indicates the trend will
likely continue to grow and hence the students must
change their perceptions about social networking
sites. They must realize that Social networking sites
can also be used as a professional tool for seeking
jobs. They must understand the concept of branding
yourself. Branding yourself means that you create
the right kind of emotional response you want
people to have when they hear your name, see you
online, or meet you in real life (Deckers, Lacy). Hiring
managers will likely catch up to professional
recruiter’s in terms of social media usage to hire for
their needs. As the evolution of social networking
sites gains momentum and the generation of
students who are commonly on social networking
sites move on to executive roles, more and more
candidates will be screened and recruited through
such sites. There is definitely a trend on the power

8. social networking sites may and will have on human
resource and recruiting managers alike.
IX.REFERENCES
[1] Marissa McNaughton, (2012). Social Networking Grows
52% Among India’s Internet Users But Reaches Just
6.3% of Population. http://therealtimereport.com
[2] Andrea Broughton, Tom Higgins, Ben Hicks and Annette
Cox, (2010). Workplaces and Social Networking .The
Implications for Employment Relations
[3] Careerbuilder (2012) .Thirty-seven percent of companies
use social networks to research potential job candidates,
according
to
new
CareerBuilder
Survey.
http://www.careerbuilder.com
[4] E. Balaji, (2011). Indian Employees trust Social Media for
finding a Job: Ma Foi Survey. http://www.businessstandard.com
[5]
IndiaSocial (2010). India Social Networking Audience
grows
by
43%,
Facebook
is
No.1.
http://www.indiasocial.in/india-social-networking/
[6] Linkedin (2011).Global Recruiting Trends Survey2011.
http://talent.linkedin.com/global_recruiting_trends_2011
[7]
Kelly
Global
Workforce
Index,
(2011).
Social
Media
Networ
/
king
the evolving workforce.
http://www.kellyocg.com/Kelly_Global_Workforce_Ind
ex
[8] Erik Deckers, Kyle Lacy. Branding Yourself How to
Use Social Media to Invent or Reinvent Yourself