LinkedIn has long been viewed as the social platform of choice for recruiters, but in a shifting global market sites such as Twitter and Facebook are beginning to contend with the company that once monopolised social recruitment. And with 86% of recruiters saying they expect the competition for talent to become even more fierce in the next year industry professionals are looking to get the competitive advantage by engaging with candidates across a wider variety of platforms.
The perception of LinkedIn as a ‘holy grail’ is a risky one. With 94% of recruiters globally saying they use LinkedIn for recruiting it’s clear it’s still the most popular platform for the industry as a whole. However the site, like any, should be seen as a tool rather than a solution. Over recent years there have been a number of concerns raised by industry professionals in regard to the reliability of LinkedIn profiles. With no verification process candidates can list a company on their profile without ever having worked there.
LinkedIn is by no means ubiquitous in its reach – especially in terms of the international talent market. While the site remains the top choice for social recruitment in the US it is somewhat waning in popularity across Europe. In-country networks such as Xing in Germany and Goldenline in Poland are of growing importance when trying to tap into international talent pools. Perhaps a reason why in a recent survey only 38% of UK recruiters said they use LinkedIn to source candidates.
In contrast 75% and 57% of UK recruiters say they are using Facebook and Twitter respectively to source candidates. This perhaps comes as a result of the shifting focus of the two social platforms. Whereas traditionally Facebook served more of a social function, the website now actively encourages users to add information about their education as well a job title and place of work. Users can now also set their preferences to receive messages from people who aren’t their friends. Similarly Twitter is making changes to its site to facilitate better communication by removing the 140 character count from its direct messaging function. All of these changes are shifting sites that have previously had a particularly strong social focus towards the professional market.
Not only have recruiters come to understand the value of the most popular social websites, but also smaller less conventional ones as well. Platforms such as Instagram are growing in favour, particularly with millennials, and recent statistics indicate that 14% of recruiters are now using the site to find candidates.
The platform for social recruitment is changing. And with the current skills shortages in key economic industries recruiters are looking to cast a wider net over social media to find the right candidates for the right assignments and gain a competitive edge.