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Linkedin dominates social recruiting, dwarfing Facebook, Twitter

May 1st, 2013

LinkedInIf you’re job hunting, LinkedIn is the place recruiters are most likely to find you, not Facebook or Twitter.

According to the 2013 North American Social Recruiting Activity Report, only 22 percent of recruiters are using Facebook for recruiting in 2012, compared to a dominant 97 percent using LinkedIn and even 27 percent using Twitter.

The data, culled from actual social recruiting activity within the Bullhorn Reach user network of more than 160,000 recruiters, also showed that only 12 percent of recruiters were connected to all three major social networks – LinkedIn, Facebook, and Twitter – in 2012. With 14 percent of recruiters using a combination of LinkedIn and Twitter for recruiting versus eight percent using LinkedIn and Facebook, Twitter is once again more popular than Facebook as a recruiting channel.

Recruiters are more active on LinkedIn than on any other network. LinkedIn has the highest percentage of recruiters with enormous network sizes (15 percent have between 1,001-2,000 connections). Fifty percent of North American recruiters using Twitter for recruiting have fewer than 50 followers, and 26 percent of North American recruiters using Facebook have fewer than 200 Facebook friends.

Social recruiting gains momentum

“Social recruiting continues to gain momentum and it’s no surprise that LinkedIn remains the preferred network for recruiters given its early and fervent adoption,” said Art Papas, president and CEO of Bullhorn. “Social media helps recruiters reach a much larger pool of talent than they would through traditional means. In 2012, when we issued our first social recruiting activity report, it was mainly tech-savvy early adopters using Bullhorn Reach. Now it’s mainstream.”

In terms of views per job post in 2012, LinkedIn again led the pack. For any job posted on Facebook in 2012, Twitter drove 4.3 times more job views and LinkedIn drove 17.2 times more job views. In turn, LinkedIn drove 4 times more job views than Twitter did.

Interestingly, Facebook and Twitter drew a similar number of applications per job post despite Twitter job postings getting considerably more views. This suggests that while Facebook job posts get fewer average views, those who do view them may be more receptive to applying.

For recruiters utilizing all three social networks, the most heavily represented vertical was, by far, information technology. This was followed by recruiters in finance and banking, healthcare, and manufacturing. Information technology professionals are currently in very high demand in North America, which would account for recruiters specializing in information technology trying to reach as many potential candidates as possible through a variety of social networks.

To download the full report, please visit http://www.bullhornreach.com/content/resources/reports. To learn more about Bullhorn Reach, please visit www.BullhornReach.com.

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