How Recruiters Engage on Twitter: Social Insights Report

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  • Social Media Insights for Decision Makers @Leadtail and @LeadtailHR

    Social Insights Report: How Recruiters Engage on Twi8er October 2013

  • 2 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports

    Introduc@on

    Despite all the technology available, your ability to reach, engage, and influence business decision makers is still limited. While buyer personas, surveys, and search marketing data can get you in the ballpark, we believe social media insights are now a must-have for understanding key business professionals in a way that becomes truly actionable. With this in mind, we developed this report, How Recruiters Engage on Twitter. Using Leadtails Social Insights technology to analyze data from Twitter, this report reveals insights about recruiters to help you answer questions such as:

    } What keywords do recruiters use to describe themselves and their interests? } Which social networks are recruiters most active on? } What topics are they talking about on social media? } What sources of content are recruiting professionals sharing? } Who are the most influential publications, vendors, and people with recruiters?

    Armed with these social media insights, you can now take a more informed look at your strategy for reaching, engaging, and influencing recruiters, and getting them to take the actions you care about most.

  • 3 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports

    Methodology and Data Set

    The methodology the Leadtail team used to create this report:

    1. Identify recruiters active on social media based on criteria such as geography, job title, seniority, and type of company to create the target data set.

    2. Use the Leadtail Social Insights technology and data from the Twitter API to extract insights around key activities, such as what links are shared, who is mentioned and retweeted, popular hashtags, popular platforms used to share content, etc.

    3. Review, analyze, and package these insights into periodic reports.

    The specific data set analyzed for this report was composed of:

    } 557 U.S. based recruiters active on Twitter during the report period.

    } Includes both in-house corporate recruiters, as well as agency and contract recruiters. } Total of 173,903 tweets, and 106,343 shared links.

    } Total follower reach for data set: 1,533,429; median # of followers per recruiter: 649. } Tweets published between June 1, 2013 August 31, 2013.

  • 4 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports

    Key Takeaways

    } Recruiters demonstrate a commitment to taking a seat at the table by sharing content that focuses on business, leadership, branding, and strategy not just job postings

    } LinkedIn is far and away the most popular social network with over half of our recruiters posting content between LinkedIn and Twitter

    } Social recruiters rally around hashtags like #SHRM and #TChat to connect and create open, informal networks of people and content before, during, and after events

    } Recruiters actively engage with those they consider thought leaders, whether those are publications, vendors, or people

  • 5 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports

    Who Are These Recruiters?

  • 6 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports

    Where Are They Located?

    Our sample recruiters come from cities big and small across the United States.

    Based on Location provided in Twitter Profile.

  • 7 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports

    How Do They Describe Themselves?

    The way talent acquisition professionals describe themselves on Twitter reveals affinity keywords that can help you reach and engage them across the Social Web.

    Based on keywords used in Twitter Profile.

  • 8 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports

    What Do They Talk About?

    Hashtags reveal the topics and events, big and small, online and offline, that captured the attention of these recruiters during the report period.

  • 9 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports

    Which Social Networks Are They Ac@ve On?

    2%

    2%

    3%

    3%

    4%

    5%

    5%

    14%

    19%

    53%

    100%

    Tumblr

    Triberr

    Spotify

    Pinterest

    Paper.li

    Facebook

    Vine

    foursquare

    Instagram

    LinkedIn

    Twitter

    In addition to Twitter, recruiting pros are active on a number of other social networks, many of which cross post content to Twitter. Not surprisingly, the most popular network with recruiters is LinkedIn over half of our sample shared at least 1 tweet directly from LinkedIn during the report period.

    % of recruiters that shared between this network + Twitter during the report period

  • 10 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports

    7% 7% 8% 9%

    11% 13%

    14% 14% 15%

    19% 25%

    42% 53%

    65% 68%

    Photos on iOS Camera on iOS

    Buffer iOS

    TweetDeck Twitter for iPad Bullhorn Reach

    foursquare Twitter for Android

    Instagram HootSuite

    Twitter for iPhone LinkedIn

    Tweet Button Twitter.com

    % of Recruiters that published at least 1 tweet from this platform during the report period

    What Apps + PlaOorms Do They Favor?

    Recruiters share content in multiple ways with a majority using Twitter.coms Web interface, the distributed Tweet button, and LinkedIn at least once during the period.

    Desktop/Web App

    Mobile App/Platform

  • 11 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports

    How Do Recruiters Engage with Content?

  • 12 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports

    What Types of Content Do They Share?

    eCommerce (e.g. Amazon)

    1%

    Jobs 4%

    Social Media 14%

    Mainstream Media 37%

    Industry Media 44%

    As the most popular type of shared content, industry media plays an important role in defining the conversations sourcing professionals have with each other, their teams, and ultimately, with candidates and clients. Many of these publications feature submissions from HR thought leaders and experts, and have robust email and social media distribution that keeps their content in front of recruiting professionals daily. Mainstream media sites are the second most commonly shared type of content. This includes mainstream sources of leadership, business, and strategy focused content, along with sports and entertainment. While job sites represent only 4% of the top 100 most shared sources, job postings account for 23% of the tweets from the top 100 sources. The social/user generated media category for HR professionals includes everything from insightful TEDx videos about employee engagement to the Season 3 preview for for Homeland (recruiters are real people too!)

    % of 100 Most Popular Shared Content Sources

  • 13 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports

    11. US News Money 12. BuzzFeed 13. USA Today 14. Washington Post 15. Bloomberg 16. Business Week 17. Quartz 18. WIRED 19. CNN Money 20. Lifehacker 21. CNN 22. CBS News 23. NPR 24. CNET News 25. Fast Co. Exist

    Top 25 Mainstream Media Content Sources shared by recruiters during the report period, ranked based on the number of unique recruiters that shared each source.

    What Are the Most Shared Mainstream Sources?

    13!

    1. Forbes 2. Huffington Post 3. Inc. Magazine 4. New York Times 5. Fast Company 6. HBR Blogs 7. Wall Street Journal 8. Entrepreneur 9. Wall Street Journal Blogs 10. Yahoo! Finance

  • 14 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports

    11. Social Hire 12. YouTern 13. Blogging4Jobs 14. RecruiWng Blogs 15. Careerealism 16. VentureBeat 17. FisYul of Talent 18. Social Media Today 19. HR Bartender 20. Talent Culture 21. Social Talent 22. Boolean Black Belt 23. LinkedIn Blog 24. The Daily Muse 25. HR Examiner

    Top 25 Industry Media Content Sources shared by recruiters during the report period, ranked based on the number of unique recruiters that shared each source.

    What Are the Most Shared Industry Sources?

    14!

    1. ERE.net 2. Mashable 3. Business Insider 4. TLNT 5. The Undercover Recruiter 6. SourceCon 7. The Business Journals 8. Recruiter.com 9. TechCrunch 10. LinkedIn Talent Solutions

  • 15 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports

    11. Blog Talk Radio 12. Google+ 13. Twitpic 14. Vimeo 15. Thunderclap

    Top 15 Social Media Content Sources shared by recruiters during the report period, ranked based on the number of unique recruiters that shared each source.

    What Are the Most Shared Social Sources?

    15!

    1. LinkedIn 2. YouTube 3. Instagram 4. Facebook 5. Paper.li 6. foursquare 7. Twitter 8. Slideshare 9. Pinterest 10. Vine

  • 16 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports

    Which Publica@ons and People Most Influence Recruiters?

  • 17 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports

    Which Publishers Do Recruiters Retweet Most?

    As social media continues to reshape how we communicate, bra