Social Media and Recruitment: It's not what you know, but who you know that makes the difference

Jenny Navan “It‟s not what you know, but who you know” H.Dip in e-Business

1 | P a g e

Social Media and Recruitment

“It's not what you know but who you

know that makes the difference.”

A s tudy of socia l recrui t ing in Ireland from a job -seekers ‟

perspect ive .

A post -graduate d isser ta t ion submi t ted in par t i a l fu l f i lment

of the requirements o f H.Dip in Business in E -Business .

N a t i o n a l C o l l e g e o f I r e l a n d

H i g h e r D i p l o m a i n e - B u s i n e s s

2 0 0 9 / 2 0 1 0

J e n n i f e r N a v a n

0 9 1 0 4 9 5 0

J e n n i f e r . N a v a n @ s t u d e n t . n c i r l . i e

W o r d C o u n t : 1 4 , 6 2 2

mailto:[email protected]


2 | P a g e

D ec la ra t ion o f O rig ina l i ty

I h e r eb y ce r t i f y t h a t t h i s m at e r i a l , w h i ch I n o w s ubm i t f o r

a s s es s m en t o f t he p r o gr am m e o f s tu d y l e ad i n g to t he aw a r d o f a

H i gh e r Di p l om a in Bu s i ne ss i n e - Bus i n es s i s en t i r e l y m y o w n w or k

an d h as n o t b een t ak en f r om th e wo rk o f o th e r s s av e and t o t h e ex t en t

t h a t s u ch wo r k h as b een c i t i ed and ack no wl ed ged w i th in th e t ex t o f

m y w o r k .

S i gn ed : _ _ __ __ __ __ __ __ ___ _ __ __ __ __

D a t e : 3 0t h

J u l y 2 0 1 0

S t ud en t N um b er : x 0 91 04 95 0


3 | P a g e

A bs t ra c t

S o c i a l M ed i a i s an i mp or t an t d ev e l opm ent n o t on l y t o t h e w or ld o f

t h e In t e r n e t , b u t i t a l so h a s an impo r t an t i mp ac t o n s o c i e t y a s a

w h o l e . Th e In t e rn e t h a s a f f ec t ed n ea r l y ev e r y e l em en t o f ou r l i v es

an d s o c i a l m ed i a i s so on t o b ecom e as p ro l i f i c . S o c i a l m ed i a h a s an

i mp ac t o n bu s i n es s , m a rk e t in g , pe r s on a l s ho pp in g h ab i t s , ev en

p o l i t i c s . Ov e r t h e l a s t t w e l v e mo nt hs , s oc i a l m ed i a h a s a l so s t a r t ed

t o h av e an im pac t on r ec r u i t m en t .

S o c i a l r e c ru i t i n g i s t h e t e rm g iv en to r e c ru i tm en t v i a so c i a l

n e tw o rk in g s i t e s . S o c i a l r e c ru i t i n g h a s b een ga i n ing p o p u l a r i t y

a c r o ss t h e wo r l d o v e r t h e l a s t t w e lv e t o e i gh t een m on th s and i s

b ecomi n g m o r e ma i n - s t r e am i n I r e l an d . Th i s p r o j ec t a im ed to

i nv es t i ga t e wh e t h er t h e I r i sh p ub l i c w e r e in t e r es t ed i n f i nd i n g ou t

ab ou t j obs t h r ou gh s o c i a l n e t w o r k in g s i t e s , o r i f t h i s was v i ew ed as

a v io l a t i on o f t h e i r p r iv ac y. A n o th er a s p ec t o f t he s tu d y w as t o

e s t ab l i sh wh e t h e r o r no t t h e I r i s h p ub l i c s t i l l b e l i ev ed t he o l d ad age

o f „ I t ‟ s no t w ha t yo u kno w, bu t w ho y o u kn ow t ha t m a kes a

d i f f e r en ce ‟ , an d thu s s ee i f p eo p l e l ev e r age th e i r o n l i n e co nn ec t io ns

t o t h e sam e ex ten t t h ey w o u ld us e th e i r o f f l i ne f r i en ds an d con tac t s

t o a i d t h em i n s ecur i n g a j ob .

T h e r es u l t s c l e a r l y i nd ica t ed t h a t a l t h o u gh th e r e h a s no t ye t b een

m u ch s u ccess wi t h s o c i a l r e c r u i t i n g , p eo p l e a r e w i l l i n g t o t r y u s i n g

i t an d w e l com e b e i n g con t ac t ed t h rou gh s oc i a l ne tw o rk i n g s i t e s t o

l e a rn abo u t em ploym en t op po r t un i t i e s . An o v e rw h e lm in g m aj o r i t y

a l so be l i ev e in t h a t „ I t ‟ s no t wh a t you kno w b u t w ho you kno w th a t

m a kes a d i f f e r ence ‟ . T h i s w as s u p po r t ed b y t h e am o un t o f

r e s po nd en t s w ho u s e p e r so n a l con t ac t s t o h e lp th em to f in d

em plo ym en t .


4 | P a g e

D edi ca t ion

Wit ho u t t he h e lp , su p po r t an d l ov e g i ven t o m e b y ce r t a i n

i nd iv i du a l s , t h i s r es ea r ch p ap er wo u l d n o t h av e b een p os s i b l e .

T h an ks t o m y f am i ly an d f r i end s wh o h av e b een ex t r em ely

u n de r s t an d i n g o f ab s en ces an d d i s t r a c t io ns , s p ec i a l m en t i on t o m y

p a r en t s P a t r i c i a and Bob an d m y s i s t e r Mi ch e l l e .

I w o u l d l i k e t o t h an k D a r r agh , f o r h i s l o v e and u nw av er in g su pp o r t .

H i s en cou r agemen t h as t ru l y s u p po r t ed m e th r ou gh t h i s yea r , and

w i t ho u t h i m, t h e ye a r wo u l d h av e b een mu ch m o r e d i f f i cu l t .

“I t a lw a ys s eem s im p os s ib l e un t i l i t ‟ s d on e . ”

N els on Man d e l a

A cknow l ed g ements

T h an k yo u to m y em pl o ye r C p l fo r t he i r f un d i n g and s upp o r t .

A sp ec i a l m en t i on m us t be g iv en t o my f o r m er m an age r , P au l Bacon ;

m y en th us i asm fo r s o c i a l m ed i a i s s eco n d on l y t o h i s . H i s

en cou r agem en t t o r e t u r n to ed u ca t i on m ad e t h i s po ss i b l e . M y cu r r en t

m an age r , J ud i th Mo f f e t t m us t a l so b e t h an k ed f o r h e r s upp o r t , bo t h

p r o f es s io n a l l y an d p e r so n a l l y .

I w o u l d l i k e t o t h an k m y s u p e rv i s o r De r mo t Br adf i e ld and a l l o f m y

c l as sm at e s and l e c tu r e r s fo r t h e i r s up po r t , gu id an ce an d ad v i ce

t h ro u gho u t t h e yea r .

I w o u l d a l so l i k e t o t h ank each o f t h e p a r t i c ip an t s o f t h e s u rv e y,

w i t ho u t w ho m, th i s p ro j ec t wo u l d no t h av e b een p oss ib l e .

T o th e m an y p eo p l e w ho p r ov i d ed m e w i t h p r es en ta t i ons , a r t i c l es an d

w o r ds o f en co ur agem en t and s up po r t , t h ank yo u .

T o each an d eve ry o n e o f yo u , I e x t end m y d eep es t ap pr ec i a t i on .


5 | P a g e

C on t en ts

i ) T i t l e 1

i i ) D ec l a r a t io n o f O r i g i n a l i t y 2

i i i ) A b s t r ac t 3

i v ) A ck no wl ed gem ent s 4

v ) C on ten t s 5

v i ) T ab l e o f F i gu r es 6

1 ) Ex ecu t iv e Su mm ary 7

2 ) In t r o d u c t i on 1 1

3 ) Li t e r a t u r e R ev i ew 1 6

4 ) M eth od o lo g y 2 3

5 ) A n al ys i s 2 8

a . S o c i a l M ed ia Us age in I r e l and 2 9

b . S o c i a l M ed ia i n R ec r u i tm en t 3 4

c . E mp lo ye r s Resp on se s 3 7

d . J ob S eek e rs R es pon s es 4 1

6 ) C on cl us io n 5 7

7 ) R ef e ren ces 6 1

8 ) A p p en d i ces 6 4


6 | P a g e

T abl e o f F i gu res

Fi gu r e A Breakdown of Survey Respondents .............................................................................................................................. 27

Fi gu r e B Usage of SNSs ................................................................................................................................................................ 33

Fi gu r e C Employers Use of Social Media ..................................................................................................................................... 38

Fi gu r e D Employers Reasons for Using Social Media ................................................................................................................... 39

Fi gu r e E Job-Seekers Usage of Social Media ............................................................................................................................... 42

Fi gu r e F Job-Seekers Reasons for Using Social Media ................................................................................................................ 43

Fi gu r e G Job-Seekers Opinions of Social Media Sites .................................................................................................................. 44

Fi gu r e H Job-Seekers - Social Media in Recruitment ................................................................................................................... 45

Fi gu r e I Job-Seekers Contact Through Social Media .................................................................................................................. 46

Fi gu r e J Job-Seekers Thoughts on Social Media in Recruitment ................................................................................................ 47

Fi gu r e K Using Social Media in Job-Hunting ................................................................................................................................ 48

Fi gu r e L Using Social Media Over the Next 12 Months............................................................................................................... 48

Fi gu r e M Securing Employment Through Social Media................................................................................................................ 49

Fi gu r e N Knowledge of Others Securing Employment Through Social Media ............................................................................. 49

Fi gu r e O Job-Seekers Current Employment ................................................................................................................................. 50

Fi gu r e P Job-seekers - Using Personal Connections .................................................................................................................... 52

Fi gu r e Q Employers - Using Personal Connections ...................................................................................................................... 52

Fi gu r e R Job-Seekers - It's Not What You Know, but Who You Know ......................................................................................... 53

Fi gu r e T Job-Seekers - Friends .................................................................................................................................................... 54

Fi gu r e U Employers - Friends ....................................................................................................................................................... 55


7 | P a g e

E x ecut iv e Su mma ry

T h e a im o f t h i s p r o j ec t w as t o es t ab l i sh wh e t h e r j o b - s eek e rs i n

I r e l an d w e re i n t e re s t ed in u s in g s o c i a l m ed i a i n o rd e r t o f i n d n ew

em plo ym en t . T h e p r o j ec t w as a l so in t en d ed to i n v es t i ga t e w h e th e r o r

n o t p eop le b e l i ev ed i n t h e ad age t ha t „ I t ‟ s no t w ha t yo u kno w bu t

w ho you kn ow t ha t m a kes a d i f f e r en ce w h en l o o k i ng for wo r k ‟ and

t h e r e f o r e ex ami n e w h e th e r o r no t peo p l e w e r e u s in g t h e i r o n l in e

co nn ec t io ns to as s i s t t h em in f i nd i n g em plo ym en t .

T h e t op i c i s o ne wh i ch h as no t b een re s ea r ch ed t o an y g r ea t ex t en t i n

I r e l an d . I t w as cho s en as a t op i c fo r r es ea r ch as m any em p lo ye r s

b e l i ev e s oc i a l med i a i s t h e w a y f o r w a r d in r e c ru i tm en t , ye t l i t t l e

r e s ea r ch h a s b een ca r r i ed o u t on h o w th i s m a y i m pac t on j ob - seek er s ,

o n t h e i r d e s i r e f o r p r iv acy o r o n th e i r n eed t o m ain t a in a s ep ar a t io n

b e tw een t he i r p ro fe s s i on a l and p er son a l l i v es . F i gu r es ga t h e r ed f o r

b o t h t h e U K and th e US A sh ow a d ram at i c i n c r eas e in t h e u s e o f

s o c i a l m ed i a i n re c r u i tm en t , o r so c i a l r e c ru i t i n g . H ow ev e r w h en

co ns id e r i n g f ac t o r s s u ch a s t h e mai n age g r o u ps o f t h e wo r k in g

p o pu l a t io n i n b o th o f t h es e cou n t r i es , i t i s ev i d en t t h a t t he

d i f f e r en ces i n t h e m ak e - up o f t he I r i sh p op u l a t i on m ay m ean th a t

I r e l an d do es n o t f o l lo w su i t , o r a t l e as t no t a t t h e p ace w h ich so me

ex p ec t .

A n o n l i n e s u rv e y w as ca r r i ed ou t am on gs t In t e r n e t u s e r s i n I r e l an d to

e s t ab l i sh t h e i r o p in io ns o n s ev e r a l k e y p o in t s o f i n t e r e s t su ch as

t h e i r cu r r en t an d p l an n ed us age o f s o c i a l m ed i a , t h e i r o p enn es s t o

b e in g con tac t e d abo u t j ob v acanc i es o n s oc i a l n e t wo r k in g s i t e s and

t h e i r u s e o f p e r s ona l con n ec t i on s t o a i d i n secu r in g em plo ym en t . T h e

s u rv e y f o cus ed m ai n l y o n t h e j ob - s eek e r s p e r sp ec t iv e b u t a l so took

i n t o acco un t s om e em plo ye r s p o in t s o f v i ew a l so .

Lo o k i n g f i r s t l y a t t h e u s age o f so c i a l m ed i a , i t c an be d e f i n ed a s

“ On l in e ap p l i ca t ion s , p l a t f or m s a nd m ed i a w h i ch a i m to f a c i l i t a t e


8 | P a g e

i n t er a c t i on , co l l abo ra t i on a nd th e s ha r i ng o f co n t en t . ” – ( Un i v e rs a l

M cCann , 20 08 )

T h e m ai n s oc i a l ne t wo r k i n g s i t e s i n u s e in I r e l an d a re Li n k ed In ,

T w i t t e r and Facebo o k . G en e r a l l y , T w i t t e r and Faceb oo k w ou l d be

v i ew ed a s „ p er s on a l ‟ s i t e s w h e r ea s Li n k ed In w o u l d m ai n l y b e v i ew ed

a s a „ pr o f es s i on a l ‟ s i t e . A l l t h r ee h av e ex p e r i en ced r ap i d g ro wt h in

m em b ers h ip ov e r t h e l a s t e i gh t een t o t w en t y - f o u r mo n th s . Th e mo s t

co mmo n age p r o f i l e o f u s e r s f o r t h es e s i t e s i s e i gh t een to t h i r t y - f o u r ,

h o w ev e r du e t o i n n ov a t i on s in t e chn o l o g y, s u ch as sm ar t p ho n es

( iP ho n e and A nd ro id ) an d t ou ch s c reen co mp ut e r s ( iPad ) ; t h e age

g r o u p i s ex p and in g to i nc lu d e bo t h yo u n ge r an d o ld e r u se r s .

S o c i a l r e c r u i t i n g i s t h e ac t o f co nd u c t i n g r ec ru i tm en t t h ro u gh s o c i a l

n e tw o rk in g s i t e s . I t h a s b een g r ow in g in po pu l a r i t y a m on gs t bo th

agen c y r ec r u i t e r s an d in - ho us e r ec ru i t e r s o v er t h e l a s t e i gh t een

m on th s , s t a r t i n g i n i t i a l l y w i t h t h e l aun ch o f Li n k ed In i n 2 0 03 , w h i ch

w as t h e f i r s t p ro f es s io n a l n e tw o rk i n g s i t e wi t h a l a r ge t ak e - up . S i n ce

t h e l au n ch o f L i n ked In , s o c i a l r e c ru i t i n g h as sp r ead to o th e r s o c i a l

n e tw o rk in g s i t e s such as t ho s e wh i ch a r e d eem ed t o b e mo r e p e r s on a l

t h an p r o fe s s io na l . O n e o f t h e r e as on s f o r t h e i n c r ea sed u s e o f so c i a l

r e c r u i t i n g i s t he red u ced co s t s wh ich a r e i n vo lv ed and secon d l y,

g i v en t h a t 7 8 % o f G en e r a t i on Y1 t r u s t t h e i r p ee r s com p ared w i th ju s t

1 4 % of t ho se w h o t r us t ad v e r t i s em en t s ( Br av e N ew Ta l en t , 20 09 ) ,

t h e r e i s g r ea t e r s cop e fo r c r ea t ing a gen u i n e conn ec t io n b y

co n t ac t in g an d en gag i n g w i t h s om eone t h ro u gh so c i a l m ed i a r a t h e r

t h an p os t in g an on l i n e adv e r t f o r ex amp l e .

T h e r es ea r ch w as co n du c t ed t h r ou gh an o n l i n e q u es t io nna i r e an d w as

a im ed m ai n l y a t j ob - seek er s b u t d i d h av e a s ma l l e l em en t fo r

em plo ye r s . T h e r es u l t s t o t h e r es ea rch a r e b ro k en do wn w i t h in th e

p ap e r t o f o cu s s ep ar a t e l y o n emp lo ye r s an d jo b - s eek e rs .

1 Generation Y refers to those born between 1980 and 2000


9 | P a g e

T h e em plo ye r s ‟ r e s po ns e s t o t h e su rv e y s h o w t h a t t h e m aj o r i t y o f

r e s po nd en t s (1 5% ) us e s o c i a l n e t wo r k i n g s i t e s t o p r o mot e t he i r

b us in e ss p r i ma r i l y . Th i s w as f o l l ow ed b y b u s i n ess d ev e l opm ent

( 1 4 %) i n s econ d p l ace a nd in fo u r th p l ace a t 11 % w as r ec r u i tm en t .

O f t h e emp lo ye r s w h o p a r t i c i p a t ed in t h e re s ea r ch , a l l u s ed s o c i a l

m ed i a t o so m e ex ten t , w i th 8 7 % cu r r en t l y u s i n g so c i a l med i a t o som e

ex t en t wi th i n rec r u i tm en t a l r e ad y. H o w ev e r o n l y e i gh t o f t he tw en t y -

t w o r es po n d en t s had h i r ed som eon e s u cce ss f u l l y t h r ou gh a so c i a l

n e tw o rk in g s i t e .

T h e jo b -s eek e rs r e s po ns e s co r r e l a t ed w i t h t h e ex p ec ted f in d i n gs .

E i gh t y- t h r ee r es pon d en t s t o ok p a r t i n t h e r es ea r ch , and o f t h e s e , 41 %

cu r r en t l y u s e s o c i a l n e t wo rk in g s i t e s t o h e l p f in d em ploym en t . T h e

s u ccess r a t es i n f i n d i n g emp lo ym en t t h ro u gh s o c i a l n e tw o r k in g s i t e s

a r e s t i l l r e l a t i v e ly s l i m , wi t h j u s t 5 % of r es po nd en t s s ecu r in g

em plo ym en t , a l t h ou gh 21 % d id su cceed in p r o gr es s in g t o i n t e r v i ew

s t age a f t e r m ak in g i n i t i a l con tac t t h rou g h s o c i a l n e t w o rk i n g s i t e s .

Wh en as k ed abo u t p l ann ed u se o f s o c i a l n e t wo r k i ng s i t e s fo r

r e c r u i t m en t , 7 0 % of j o b -s eek e rs r es pon d ed t h a t t h ey a r e p l an n in g o n

u s i n g s o c i a l m ed i a a s a j o b h un t in g to o l i n t he n ex t twe l v e mo nth s

s ho wi n g t h a t I r e l an d i s f o l l o win g t he t r end s e t i n t h e U K an d th e

U S A o f ado p t i n g s o c i a l r e c r u i t i n g . T h i s i s su pp o r t ed b y t h e

o v e rw h e lm in g m a jo r i t y o f j o b - s eeker s ( 7 5% ) an d em pl o ye r s ( 6 2 % )

w h o b e l i eve t h a t „ I t ‟ s n o t wh a t you kn ow , bu t w ho you kn o w‟ t ha t

co un t s wh en l oo k i ng f o r wo r k . Bo th pa r t i e s w ou l d tu r n to f r i ends and

f ami l y t o l oo k fo r a s s i s t an ce i n f i n d in g em pl o ym en t an d w i t h t h e a id

o f s o c i a l m ed i a , i t ap p ear s t h e y w i l l u s e b o t h t h e i r on l ine an d o f f l i n e

f r i en ds t o as s i s t t hem in t h i s t a sk .

A l t ho u gh t h e r e i s a n eed f o r fu r t h e r r e s ea r c h o n t h e t op ic , i t ap p ea rs

t h a t d es p i t e a m ak e - u p i n t h e l abo u r fo r ce in I r e l an d , when com p ared

t o t h e US A an d t he U K , I r i s h jo b -s eek e r s a r e r e ad i l y a d o p t i n g n ew


10 | P a g e

t e chn o lo g y s u ch as s o c i a l n e t w or k i n g s i t e s , and a r e us i ng i t t o t h e i r

ad v an tage b y l ev er ag i n g bo th on l in e an d o f f l i n e co n t ac t s t o f i nd

em plo ym en t .


11 | P a g e

I n t rodu c t io n

A s a S en io r Rec r u i tm en t Co ns u l t an t , w i t h fo u r yea r s ‟ ex p e r i en ce i n

s c i en ce r ec ru i tm en t , I h av e w i t ne s s ed s ev e r a l sh i f t s i n t h e

em plo ym en t m a rk e t . S t a r t i n g w o rk i n 2 0 06 as a g r adu a t e , I en t e r ed a

r e c r u i t m en t w o r ld w h e r e t h e cand id a t e w as k in g . T h ey h ad th e i r p i ck

an d ch o i ce o f who th e y w an t ed to w o rk f o r , wh a t l o ca t io n t h ey

w an t ed to w or k in , w h a t s a l a r y an d b en e f i t s t h ey w an ted an d wh a t

j ob t h ey w an t ed to do . Em plo ye r s r eq u i r ed u s as r e c r u i tm en t

co ns u l t an t s , t o h e l p th em f i nd h i gh ca l ib r e c an d id a t es bu t o f t en

w o u l d b e s a t i s f i ed t o j u s t f i n d an yo n e a t a l l . Th e r e w as a c l e a r

s ho r t age o f l ab our d u r in g th i s t ime an d wi th c l i en t s bu s in e ss es

ex p an d i n g an d b us i e r t h an ev e r , t h e y w an t ed a wo r k fo rce an d th e y

w an t ed on e im media t e l y.

N o w in 20 10 , wi t h I r e l an d j us t ba r e ly o u t o f r e ce s s io n , w e a re m os t

d e f i n i t e l y i n a d i f fe r en t ma r k e t . Th e re i s s t i l l a s ho r t age o f qu a l i f i ed ,

ex p e r i en ced emp loyees b u t t h e re i s n o t an ab un d an ce o f v acan c i e s ;

t h e emp lo ye r i s now k in g . Th e y can ch o os e wh o th e y w a n t , ho w m u ch

t h ey a r e w i l l i n g to p a y ; an d wh en t he y ac t ua l l y h i r e s om eo n e , i t w i l l

b e becaus e th e y w an t t h a t p e r s on , n o t j u s t an y p e rs on . T h i s i s

w i t ho u t do ub t a ma j o r ch an ge i n j u s t f o u r yea r s ; h o w eve r , t h e r e i s

an o t h er ch an ge w hi ch i s p e r h ap s j us t a s a l t e r in g to t h e i nd us t r y –

S o c i a l M ed ia .

S o c i a l M ed ia o r Soc i a l Ne tw o rk S i t e s ( S NSs ) r e f e r t o ;

“ Web - b a sed s er v i ce s t ha t a l l ow in d i v i du a l s t o co ns t ru c t a

p u b l i c or s emi -pu b l i c p ro f i l e w i th in a b ou nd ed s y s t em,

a r t i c u l a t e a l i s t o f o t h er u s er s w i th w ho m th ey s ha r e a

co nn ec t io ns , a nd v i ew an d t r a ve rs e t h e i r l i s t o f co nn ec t io ns

a n d t ho s e ma d e b y o th e rs w i t h t h e s ys t em .”

( Bo yd & E l l i so n , 20 0 8)


12 | P a g e

U n iv e rs a l M cC ann2 d e f in e So c i a l Med i a as “O nl in e ap p l i ca t io ns ,

p la t fo r ms a nd m ed i a wh i ch a im to f a c i l i t a t e i n t er a c t i on ,

co l la bo ra t io n a nd th e s ha r i ng o f co n t en t .” (U n i v er s a l M cC ann , 20 08 )

S o c i a l M ed i a i s a s h i f t f r om „W eb 1 . 0 ‟ t o „Web 2 .0 ‟ w h i ch i s

e s s en t i a l l y a m ov em ent t ow ard s d i a logu e , co l l abo r a t i on an d s ha r in g

o n l in e ve r su s t he e s s en t i a l l y o n e - w a y s ys t em o f i n fo rm at io n

ga t h e r i n g w hi ch p rev io us l y ex i s t ed on t h e In t e r n e t . In t e rac t i on i s t h e

k e y t o s o c i a l m ed i a an d t h e t e rm i t s e l f s u gges t s t h e i d ea t h a t i n

r e a l i t y , s o c i a l m ed i a c an b e ju s t a s , i f n o t mo r e , p o w er f u l a s

t r ad i t i on a l m ed i a . Wh en w e t ak e in to acco un t t h a t 14 % of G en er a t io n

Y ( t ho se b o rn be t w een 1 98 0 an d 2 0 00 ) t rus t ad ve r t i s em en t s ,

a cco rd in g to Br ave N ew Ta l en t3, v e r su s 78 % wh o t ru s t t he

r e com m en da t i ons o f t h e i r n e t wo r k , we can s ee th e s co pe an d im p ac t

w h ich so c i a l m ed i a c an h av e ( Br av e New T a l en t , 2 00 9 ) .

T ak i n g so c i a l m ed ia o n e s t ep fu r t h e r , M a t t Ald e r , d i g i t a l r e c r u i tm en t

ex p e r t an d f ou nd e r o f M e ta sh i f t d e f i ne s so c i a l r ecru i t ing a s “s i mp ly

u s i ng s o c ia l cha nne l s t o f i nd th e b e s t p eop le f o r a n org a n i s a t i on” .

( A ld e r , 2 0 09 )

A s th e r e i s su ch a s k i l l s sh o r t age du e t o t h e e f f ec t s o f t h e r e ces s i on ,

f i nd i n g t h e to p cand id a t e ha s b eco m e a l l t h e mo r e im po r t an t . F i nd in g

t h e p e r f ec t c an d id a t e e s s en t i a l l y i n v o lv e s h eadh un t in g t hem , w h i ch i s

a l l ab o u t w ho yo u k no w and ho w yo u can us e th os e con n ec t i on s to

m ak e co n t ac t wi th yo u r t a r ge t c and id a t e . S oc i a l med i a and S NSs p l a y

a l a r ge ro l e i n a l l ow i n g i nd i v i du a l s t o m ake th os e co nn ec t io ns an d to

h a r n ess t h em t o as s i s t t h em in an y m an n e r o f w a ys , i nc lud in g f i nd i n g

n ew emp lo ym en t .

2 Universal McCann is a global media agency who has conducted an annual social media tracker, globally,

over the last four years. 3 Brave New Talent is an organisation which helps employers to reduce and control their social media

footprint more effectively.


13 | P a g e

In t h e l a s t 1 2 m on th s , t h e ex p lo s ion o f SNS s an d app l i c a t i on s fo r

s m ar t p ho n e dev i ces s uch a s t he iP ho ne an d th e An d ro i d h a s c au s ed a

l a r ge sh i f t i n comm un ica t io ns , m ov i ng n o w i n t o a v i r t u a l wo r ld . T h i s

h a s t h r ow n u p many i n t e r es t in g d eb a te s ab ou t p r iv ac y, ab ou t so c i a l

i n t e r ac t i on s , ab ou t s oc i a l m ed ia i n gen e r a l an d a l s o abo u t p h ys i ca l

i n t e r ac t i on s .

T h es e d eb a t e s c en t r e a r ou nd wh e t h e r o r no t t o o mu ch in f o rm a t io n i s

f r e e l y acce s s i b l e on t h e In t e r n e t , l e ad in g t o an in c r ease i n c yb e r -

c r im e an d id en t i t y t h e f t an d a d ec l i ne in t r ad i t i on a l v a l u es s u ch as

t h e a r t o f w r i t i n g an d con v e rs a t i o n .

Wi t h th a t a s a b ack gr o un d I b ecame i n t e r es t ed in w he t h er p eop le

w e r e ac tu a l l y u s i ng s o c i a l m ed i a ch an n e l s t o f i n d new j ob s o r i f i t

w as j us t a m yt h . Th e qu es t i on a l s o a ro s e a s t o wh e th e r t h e y , t h e j o b

s eek er , f e l t i t w as an in t ru s io n o f t h e i r p r iv acy, w h e t h e r t h ey v i ew ed

ce r t a i n s i t e s as b e in g s t r i c t l y b u s i n es s o r s t r i c t l y p e r s on a l .

F i n a l l y , I w an t ed to ex am in e t h e o ld s a yi n g t h a t “I t ‟ s no t w ha t yo u

kn ow , b u t wh o yo u kn ow , t h a t ma ke s t h e d i f f e r en ce” . I f t h e be l i e f

s t i l l ex i s t s t h a t t h i s i s t ru e , a r e p eop l e l eve r ag in g t he i r co nn ec t i o ns

o n l in e to h e l p th em i n f i nd i n g a j ob , o r , d o es i t r em a in t h e ca s e t h a t

t h i s i s do n e on l y w i th th e i r „ r e a l wo r ld ‟ co nn ec t io ns?

C e r t a i n l a r ge m ul t in a t io na l s hav e am bi t io us p l an s . Fo r ex amp l e ,

s om e h av e m en t io ned p l an s o f r e c r u i t i n g b e t w een 60 - 8 0% o f a l l n ew

em plo yees d i r ec t l y u s i n g so c i a l m ed ia w i t h i n th e n ex t s ix t o t we lv e

m on th s , h a v in g ach i ev ed th i s r e l a t i ve l y q u i ck l y i n l o ca t io ns s uch as

A m er i ca . H ow ev er , t h e up t ak e o f ce r t a i n s oc i a l m ed ia o u t l e t s i n

I r e l an d h a s no t b een q u i t e a s qu i ck a s i t h as b een e l s ew h e r e i n t h e

w o r l d . T h i s t a r ge t o f 6 0 – 80 % i s n o t f a c t o r in g in re c r u i t men t w h i ch

i s a l r ead y t ak i n g p l ace o n l in e i n t h e f o rm o f o n l i n e jo bs bo a r ds an d

o n l in e app l i c a t i on f o rm s .


14 | P a g e

S eve r a l co mp an i es a r e t o yi n g w i t h so c i a l m ed i a and rec r u i tm en t a t

t h e m om ent ; s om e ev en h av e v e r y s u cce s s f u l camp ai gn s .

In o n e ex amp le , Mic r o so f t I r e l and s aved £ 60 ,0 00 i n r e c ru i tm en t f e es

t h ro u gh us i n g Li n ked In f o r a r e c ru i tmen t p r o j ec t t o h i r e n in e h i gh l y

s p ec i a l i s ed s o f t wa re en g in ee rs . F i t z ger a ld m an aged t o sou r ce s ev en

o f t he n in e en g in eer s t h r ou gh Li n k ed In . T hes e w e r e v acan c i es w h i ch

w o u l d no rm al l y h av e b een r ec ru i t ed fo r t h r ou gh ad v e r t i s i n g an d

r ec r u i t m en t f i rm s , an d a t t h a t , F i t z ge ra l d sa ys i t wo u l d hav e b een

h a r d t o f i n d t h es e in d i v i du a l s .

" Th es e a r e qu i t e unu su a l s k i l l s w h i ch a r e us ed t o pr o t ec t

h ar dw ar e , " s a i d F i t z ge r a l d . " We g e t a t t a cked , s o ab ou t 18

m o n t hs ag o w e dec id ed to cr ea t e a t eam th a t can co n t i nua l l y

r eve r s e - en g in ee r v i r us e s . "

" We kn ew w e w o u ld h ave t o l oo k a c ro ss Eur op e t o f i n d the s e

p eop l e , a nd L i nkedI n a l lo wed us t o con ta c t p eop l e i n F i n l an d

a n d Ro ma ni a w h er e th e r ecr u i t s cam e f r o m. ” ( F in d e rs , 200 9 )

T hi s i s no t a comm on s to r y ye t h o wev e r , i t i s s t i l l qu i t e l imi t ed t o

t h e l a r ge m ul t in a t i on a l co r po r a t i on s ( MN Cs ) and a l o t o f o th e r

o r gan i s a t i on s , a r e s t i l l a sk in g th e wh y , w ha t and wh o q u es t io ns in

t e rm s o f t h e us e s an d b en e f i t s o f so c i a l m ed i a an d a l so t h e how

q u es t io n in r e l a t i on to d ev e lo p i n g a su cce ss fu l r e c ru i tm en t c amp ai gn

o n l in e .

I f t h e a im i s t o a ch i ev e th i s l ev e l o f r e c r u i tm en t (6 0 -80 % ) th ro u gh

s o c i a l m ed i a i n a sh o r t sp ace o f t im e , u s e r a t t i t ud e i s c ru c i a l . T h e re

m us t b e a s t ro n g bu y- i n t o so c i a l m ed i a , a d es i r e t o f i nd w o r k i n t h i s

w a y, t h e k no wl edge o f h o w t o f i nd w o rk in t h i s w a y an d an

u n de r s t an d i n g o f t h e im pl i ca t io ns s oc i a l m ed i a wi l l hav e on jo b -

h u n t i n g and p r iv acy .


15 | P a g e

Wit h l i t t l e r e sea r ch d on e i n t o t h i s a rea , I a i m t o ge t a s n ap sh o t o f

u s e r a t t i t u d e t o so c i a l r e c r u i t m en t o r r e c ru i tm en t t h ro u gh so c i a l

m ed i a i n I r e l and a t t h i s mo ment i n t ime .

In o r d e r t o es t ab l i sh us e r s en t im en t , p r im a r y r e s ea r ch w as con du c t ed

o n th e t op i c i n t he f o rm o f an o n l i n e s tu d y. T h e r es ea r ch f ocus e d on

w h y s o c i a l m ed i a i s u s ed , ho w i t i s u sed an d ho w i t i s v i ew ed . I t a l so

f o cus e d sp ec i f i c a l ly o n t h e r es po nd en t s ‟ a t t i t u des t o s oc i a l m ed i a i n

r e c r u i t m en t , t ak in g i n t o acco un t t h e r es po nd en t s ‟ p r ev i ou s

ex p e r i en ces wi th so c i a l m ed i a i n r e c r u i tm en t , t h e i r op in io n o f i t ,

t h e i r t h ou gh t s on u s i n g s o c i a l m ed ia i n r ec r u i t m en t go i n g fo r w ar d

an d c ru c i a l l y , w i l l l oo k a t t h e r es pon d en t s ‟ be l i e f s wi th r ega r ds t o

t h e s a yi n g „ I t ‟ s n o t wh a t you kno w, bu t w ho you kn ow ‟ . T h e

r e s po ns es t o t h es e q u es t i on s wi l l b e r ev i ewed in t h i s p ap e r aga ins t

t h e r es po nd en t s ‟ an s w er s t o ho w t h ey u s u a l l y f i n d empl o ym en t , ho w

t h ey i n t en d t o f i nd em plo ym en t i n t h e f u tu r e , an d ho w m an y s o c i a l o r

o n l in e con n ec t i on s t h ey h av e v e r su s t ho s e in t h e o f f l i n e wo r ld .

Fo r t h e pu r po s e o f t h i s d i s se r t a t i o n , t h e fo cus wi l l b e ma i n l y o n t he

j ob - seek er and th e i r a t t i t ud e t o so c i a l m ed ia i n r e c ru i tmen t , h o wev er

t o g i v e a b r o ad e r o v e rv i ew t h e r e wi l l be an e l em en t o f emp lo ye r s

o p i n i on s d i s cuss ed a l so .

T h e p r im a r y r e s ea r ch wi l l b e ev a lu a t ed aga i ns t pu b l i sh ed r e s ea r ch on

t h e t op i c f ro m t h e U K , th e US an d f rom Ir e l and .


16 | P a g e

Li t erat ur e Rev i ew

Q u i t e a l o t o f r e cen t w or k h a s been pu t i n to r es ea r ch i n g th e

p h en om eno n o f s oc i a l m ed i a , t he ex p lo s i ve b i r t h an d g r o w th i t h as

a ch iev ed an d t he im p ac t wh i ch i t i s h av i n g on b us i n es s , yo u t h and

o ld e r gen e r a t io ns a t t he m om en t .

R esea r ch t o d a t e h a s t end e d t o f ocus on t op ic s su ch a s :

S o c i a l m ed i a and P r i v ac y; Faceb o ok h av e b een emb r o i l ed in

d eb a t es o v e r p r iv acy f o r t h e l a s t 18 mo nt hs ,

S o c i a l M ed ia an d M ar k e t i n g ,

S o c i a l M ed i a and P o l i t i c s ; so m e p eop le b e l i ev e th a t wi t ho u t t he

u s e o f so c i a l m ed i a , B a r ack O b ama w ou l d n o t h av e b een

e l ec t ed P r e s id en t o f t h e US A, n ow 77% o f T Ds s a y t h e y w i l l

u s e s o c i a l m ed ia a s p a r t o f t h e i r n ex t e l e c t i on cam p ai gn

co mp ar ed w i th 3 2% o f t ho s e wh o used i t i n 20 07 ( Bus in e ss &

F i n an ce , 20 10 ) ; and

S o c i a l m ed i a an d co mm uni ca t i o n sk i l l s t o n am e jus t a f ew

ex ampl e s .

T o d a t e , t h e r e h a s n o t b een a v as t amo u n t o f r es ea r ch co n du c t ed

o n so c i a l m ed i a i n r e c ru i tm en t . H o w ev e r t he em plo ye r s ‟ p o in t o f

v i ew i s co v er ed mo r e f r eq uen t l y, t o t h e ex t en t t h a t t h i s yea r s aw

t h e s eco nd ann u a l g l o b a l ga th e r i n g i n Lo n d on fo r a s o c i a l m ed ia

i n R ecr u i tm en t conf e r en ce . Th i s yea r ‟ s con f e r en ce a t t r a c t ed two

h u nd r ed r ec r u i t e r s f r om th e UK , N ew Zea l an d , S ou t h A f r i c a , USA

an d n i n e o t h er Eu r op ean cou n t r i es . R es ea r ch i n t h e U SA b y

J ob v i t e4 a l so f o cu se s ma in l y o n t h e em plo ye r s p o i n t o f v i ew,

a l t ho u gh i t d oe s h igh l i gh t t h e f a c t t h a t ;

„ F i f t y y ear s a go , em p lo yees dr eam ed o f w or k i ng f or a co m pa n y

t h e i r en t i r e l i f e . Bu t i n 20 06 , t h e a ver ag e wo r ker no w ha s 10 .8

4 Jobvite are an American recruitment agency who use real-time technology and social media.


17 | P a g e

em pl o yer s ‟ i n t h e i r l i f e t i me , co mp ar ed to 4 i n 19 60 s – and G en

X m a y h a ve 1 4 . T od a y th e jo b s ear ch i s a lw ays on ‟ .

( J ob v i t e , 20 10 )

A s an ov e rv i ew o f w h a t i s So c i a l M ed i a an d W eb 2 .0 , „Th e Facebo ok

S t o r y ‟ ( Lac y, 2 0 09 ) p r ov id e s g r ea t i n s i gh t i n to ho w a f ew yo u n g

en t r ep r en eu r s c r ea t ed a s t o rm i n S i l i co n V a l l ey an d c r ea t ed w ebs i t e s

w h ich w e r e to b e ad op t ed b y t h e mas s es aga i ns t a l l ex p ec t a t io ns .

T h i s b oo k p r ov id es an ex ce l l en t i n t ro d uc t io n i n t o t h e ev o l u t i on o f

s i t e s s u ch as Bl o gge r and Faceb oo k , an d ex p l a in s t h e o r ig i n a l v i s ion

t h e s i t e f ou nd e r s had .

T o pu t So c i a l M ed i a i n con t ex t , So c ia l nom i cs ( Qu a l m an E . , 20 09)

g i v e s u s an i ns i gh t i n to w h y s o c i a l med i a ex p l od ed an d wh y t h e

g r o w th r a t e w as s o p r o l i f i c . Som e o f t h e r es ea r ch h e h as d on e t r u l y

h i gh l i gh t s t h e s ca l e o f ad o p t i on o f soc i a l m ed i a .

Wh en w e l oo k a t t he f i g u r es fo r ad op t io n o f o th e r i nv en t io ns , w e wi l l

s ee t h a t S o c i a l M ed i a h as r i s en qu i ck es t b y f a r .

Y ear s t o r ea ch 5 0 m i l l i on :

R adio – 3 8 yea r s

T V – 1 3 yea r s

In t e r n e t – 4 yea r s

iP od – 3 yea r s

Faceb oo k add ed 100 m i l l i on u s e r s i n l e s s t h an 9 m on ths

iP od5 ap p l i c a t io n dow n lo ad s h i t 1 b i l l i o n in 9 m on t hs

( Q u a lm an E . , 20 09)

A cco rd in g t o Qu a lm ans r es ea r ch , Bos to n C o l l ege w i l l s t o p o f f e r i n g

@ b c . edu em ai l addr e s se s t o i ncomi n g f r e sh m en f o r t h e yea r 2 0 1 3 a s

e - m ai l i s b ecom in g o bso l e t e a t t h i s s t age .

5 iPod applications includes applications from the iTunes Store for the iPod generations and the iPhone.


18 | P a g e

T o h i gh l i gh t t h e s i z e o f s o c i a l m ed ia u s age , i n 20 09 acco rd in g to

Q u a l m an , As h to n K u tch e r an d E l l en D eG en er e s h av e mo r e f o l l o w er s

o n Tw i t t e r t h an t h e en t i r e po pu l a t io n o f I r e l an d , N o r w ay an d

P anam a .

O f t he r e s ea r ch I h av e co nd u c t ed , bo th r ec ru i tm en t com p an i e s and

j ob s bo a r d s a l i k e be l i ev e th a t s o c i a l m ed i a wi l l h av e a m aj o r imp ac t

go i n g fo r w ar d f o r bo th rec r u i t men t an d jo b -h un t in g .

T h e ex t en t and imp ac t t h e sh i f t t o wa r d s so c i a l m ed i a w i l l h av e on

r ec r u i t m en t d i f f e r s h o w ev e r . In an i n t e rv i ew wi th Mik e T a yl o r f r om

w eb- ba s ed -r ec ru i tm en t . co m , J am es C aan , f ou nd e r o f A lexan der

M a nn , a l e ad i n g UK r ec r u i t m en t agen c y, an d o f D r ag on s ‟ D en f am e ,

b e l i ev e s t h a t s o c i a l m ed i a wi l l r e a l ly h av e mo r e o f an i mp ac t fo r

s m al l e r r e c r u i tm en t agen c i es a s t h e y d o n o t h av e an ex i s t i n g l a r ge

d a t ab as e o f c and i da t es w h i ch t h e l a r ge r agen c ie s w ou ld h av e , m ak i n g

s o c i a l r e c r u i t m en t n eces s a r y f o r t h em, ye t o p t io n a l f o r l a r ge r

agen c i es (C aan , 200 9 ) .

T o g i v e an ex am ple o f a l a r ge M NC, M i c ro so f t I r e l an d b e l i ev e t ha t

o v e r t h e n ex t e i gh teen m ont hs , a v e r y l a r ge p e rcen t age o f t he i r new

h i re s w i l l b e i d en t i f i ed th r ou gh s o c i a l m ed i a , t h i s i s fo l l ow in g on

f r om t h e i r su cces s fu l u s e o f so c i a l r e c r u i t i n g in t h e US A.

In 2 0 0 9 i n t h e USA , 8 0% o f comp an ie s w e r e us i n g Li n k ed In a s t h e i r

p r im a r y t o o l t o f i nd em plo yees . ( Qu a lm an E . , 2 00 9 )

T o l oo k a t I r e l an d , an d th e usage o f s o c i a l m ed i a h e r e ,

R ec ru i t I r e l an d . co m ad v i ces t h a t 93% o f so c i a l n e tw o r ke r s us e

Faceb oo k , h o wev e r 7 3% o f t h os e k eep t h e i r a ccou n t s p r i v a t e . In an

ex ampl e o f h o w em pl o ye r s a r e us i ng s o c i a l m ed i a , 25 % o f j ob -

s eek er s su rv e yed i n d i ca t ed t h a t t h ey w e r e aw ar e o f s om eon e b e i n g

r ep r i mand ed i n wor k o ve r t h e i r on l i ne ac t i v i t y ( R ec r u i t I r e l an d . com,

2 0 10 ) .

T h e co r r e l a t i on b e t w een t h es e s t a t i s t i c s and wh e t h er o r no t so c i a l

m ed i a w i l l b ecom e an e s s en t i a l an d s ucce s s f u l t o o l f o r r ec r u i tm en t i s


19 | P a g e

n o t ye t c l e a r ; how ev e r ev e r y r e s ea r ch p ap e r an d w eb s i t e w h i ch

d i s cuss e s s o c i a l m ed i a i n r e c r u i tmen t r e f e r s t o s imi l a r s t a t i s t i c s

ab ou t t h e am ou n t o f us e r s o f e ach o f t h es e s i t e s an d h ow th e y h av e

g r o w n . P e rh aps t he v i ew i s t ha t i t i s i n ev i t ab l e t h a t wh e re on e go es ,

t h e o th e r mu s t f o l l o w h o w ev e r t h e re i s no emp i r i c a l ev id ence t o

m ak e t h i s s t a t em en t i n e a rn es t .

B r i gh tw at e r r e c r u i tm en t agen c y s u gges t s t ha t 90 % o f IT jo b -s eek e r s

u s e Li nk ed In cu r r en t l y ( C am pb e l l , 2 01 0 ) and as Li n k ed In i s

p r edom in an t l y a b us in e ss n e t w or k i n g s i t e , i t w ou l d im ply t h a t t h i s i s

t h e f un c t i on j ob - seek e r s a r e us i n g Li nk ed In f o r ; h ow ev er , on e w ou l d

ex p ec t IT p ro f es s io n a l s t o b e ah ead o f t h e t r end in t e rm s o f us i n g

s o c i a l m ed i a fo r s uch a pu rp os e . T h ere i s s t i l l n o s o l i d ev id en ce th a t

o th e r s ec t o r s wi l l f o l lo w s u i t , no r do es i t g i v e us an y in f o r m at i on

ab ou t wh e t h e r o r no t t h ey w i s h to u se s o c i a l m ed i a fo r t h e p u r po s e o f

j ob - hu n t i n g .

I f w e a r e t o l oo k a t s t a t i s t i c s f o r s o c i a l m ed i a us e r s i n I r e l and w e s ee

t h a t t h e r e a r e 1 .5 8 m i l l i on ac t i v e us e r s o f Faceb oo k as o f A pr i l 2 010

( D e , 2 01 0) , 3 00 0 Fo u rS qu a r e6 ( Fagan , 20 10 ) u se r s i n J an u a r y 2 0 1 0 ,

2 5 ,0 00 I r i s h Li n ked In acco u n t s i n A p r i l 2 01 0 ( H an d , 2 01 0 ) an d

1 5 0 , 00 0 T wi t t e r (M o r r i s , 20 10 ) us e r s i n Ap r i l 2 01 0 . A l t ho u gh t h i s

s t i l l do es n ‟ t p ro v id e p r oo f t h a t I r i s h j o b - s eek e rs w i s h t o us e s oc i a l

m ed i a t o f i nd emp lo ym en t , i t d o es g iv e an in d i ca t i on abo u t t h e I r i s h

s o c i a l m ed i a m a r k e t .

O u t s i d e o f I r e l and , i t i s s t i l l a d i f f i cu l t a rea t o f i nd l i t e r a t u r e o n .

Lu c i an T a r no ws k i o f Br av e N ew Ta l en t i n t h e U K s u gges t s t h a t

G en e r a t i on Y jo b -s eek er s ex p ec t t o b e i n f o rm ed ab ou t j ob s and

b us in e ss es t h ro u gh s o c i a l m ed i a , an o p i n i on wh ich t h e R ec ru i tm en t

an d Em plo ym en t C o nf ed er a t io n (R EC ) i n t h e UK a l so h o ld .

In t e r e s t i n gl y, t h e R EC hav e p ub l i s hed a 35 p age gu id e to S o c i a l

M ed i a i n Rec r u i tm en t (R ecr u i t m en t & E mp lo ym en t Co n f ed e r a t i on ,

6 FourSquare is a location based social networking website which allows users to share their location with

their friends or followers and earn badges for frequenting venues regularly.


20 | P a g e

2 0 10 ) - ye t d o no t m en t io n an yt h in g ab ou t us e r a t t i t ud es t o w ards

s o c i a l m ed i a i n r ec r u i tm en t . T h e N at io na l R ec r u i tm en t Fed e r a t i on

( N R F) in I r e l an d d o n o t ye t h ave co n t en t o n t he i r web s i t e abo u t

s o c i a l m ed i a i n r e c r u i tm en t , h o w ev e r t h ey d i d d i s cu ss i t a t t he i r l a s t

A G M, a l th ou gh aga i n , t h i s was m ai n l y f r o m an empl o ye r ‟ s

p e r sp ec t i v e .

U S r e s ea r ch on t he to p i c o f s o c i a l m ed i a i s m a in l y f o cus ed on t h e

m ark e t in g s ec to r ; h o w ev e r s om e o f t h e s e s tu d i es do s h in e a l i gh t o n

h o w r ec ru i tm en t v i a s o c i a l m ed i a m ay b e r ece i v ed . AW eb e r s t ud y o n

m ark e t in g s u gges t s t h a t 5 0% of r e sp on d en t s “ind i ca t ed th a t

b eha v io ur a l t a rg e t in g in c reas e s t he i r con vers i on ra t es e i t h er

s ig n i f i can t l y o r mo d er a t e l y” wh en th e y h av e r ece iv ed a t a r ge t e d

em ai l w i th a l i n k f o r ex ampl e ( AW eb e r , 20 10 ) . T h i s m eans th a t

r e s po nd en t s w e r e m o re l i k e l y t o b e in f lu en ced e i th e r s ign i f i c an t l y o r

m od e r a t e l y w h en t h e y r ece i v ed an ema i l w h i ch w as m ore t a r ge t ed t o

t h em an d b as ed on t h e i r b eh av i ou r s , wh i ch ma y o r m a y n o t h av e b een

ga t h e r ed v i a t h e In t e r n e t . Wh en t h i s i s ap p l i ed t o t h e r ec r u i tm en t

s ec t o r , p e r h aps t h e r e i s co r r e l a t i on i n t h e e f fec t t h a t a d i rec t ema i l

m a y h av e v er su s a gen e r a l p os t in g o n a s o c i a l m ed i a s i t e . J o bv i t e i n

t h e US A h av e co nd u c t ed so m e v e r y i n t e r es t in g r e s ea r ch on so c i a l

r e c r u i t i n g a l t ho u gh th e y o n l y co n s id e r t h e emp lo ye r s ‟ p e r s p ec t i ve

( J ob v i t e , 20 10 )

In t h e co ur s e o f con d uc t in g r e s ea rch fo r t h i s d i s s e r t a t i o n , i t b ecame

ev id en t t h a t a l o t o f t h e r es ea r ch and m a te r i a l t o b e qu o t ed wo u l d

h av e to b e t ak en f ro m ou r c lo s es t n e i gh b ou rs , t h e U K.

U K r e s ea r ch i s f r eq u en t l y q u o t ed i n a l l s ub j ec t a r eas fo r I r e l an d a s

t h e r e t en ds t o b e a l a ck o f r es ea r ch con d uc t ed ex c lu s iv e ly o n I r e l an d .

T o p u t t h e d i f f e ren ces b e t w een t h e U K and I r e l an d i n t o con tex t

h o w ev e r , i t i s im po r t an t t o l o ok a t t he d i f f e r en t l abo u r f o r ce mo d e l s

w h ich ex i s t i n b o th th e U K an d I r e l and .

In t h e U K in 200 9 , G en er a t io n Y acco un t f o r 3 3 % o f t h e UK

w o r kf o r ce , j u s t 1 % l e s s t h an th e l a r ges t g r ou p in t h e w o rk - f o r ce , t he


21 | P a g e

Bab y Bo o m ers o f 1 94 6 – 19 64 . In 2 01 0 , G en Y i s p r ed ic t ed to

a cco un t fo r t h e l a r ge s t com po n en t o f t h e wo r k fo r ce ( Alde r , 2 00 9 ) .

In I r e l an d , i f w e lo o k a t t h e C en t r a l S t a t i s t i c s Of f i c e ( CS O ) f i gu r e s

f o r 20 06 , t h e m os t r e cen t C en su s , we s ee th a t Gen Y acco un t s fo r

1 6 % o f t h e w or kf o r ce , G en X acco u n t s fo r 42 % and t h e Bab y

Bo o mer s a ccou n t fo r 36 % wi t h th e rem ai n i n g 6 % accou n t ed f o r b y

t h e m a tu r e gen e r a t io n .

T h e CS O pr ed i c t s t h e l abo ur fo r ce o f ;

2 0 11 wi l l co mp r i se o f G en Y : 2 6 %, Gen X : 4 0% and Bab y Bo o m er s :

3 2 %.

In 2 0 1 6 , t h e p red i c t io n i s ; G en Y : 3 6 % , Gen X: 40% an d Bab y

Bo o mer s : 3 2 % and f in a l l y , i n 2 02 1 , t h e p r ed ic t i on i s G en Y: 4 2 %,

G en X : 36 % and Bab y Bo o m ers : 1 4 %.

7( C en t r a l S t a t i s t i c s O f f i ce , 20 10 )

In t e r m s o f p opu l a t i on b r eakd ow n, t h es e f i gu r es i n d i ca t e t h a t

I r e l an d‟ s l ab ou r wor k fo r ce cu r r en t l y l o o ks q u i t e d i f f e r en t t o t h e U K,

an d w i l l d o fo r s om e t i m e . I f G en Y i n I r e l and wi l l no t o u t g r o w G en

X u n t i l 20 21 , t h i s co u l d h av e i mpl i ca t io ns on th e ad op t io n o f s o c i a l

m ed i a b y I r i s h j ob -s eek er s .

Ex ecu t iv e s On l in e8 h av e co nd u c t ed so m e r es ea rch i n t o t h e a r ea o f

s o c i a l r e c ru i t i n g , t ak in g in to acco un t b o t h th e jo b - s eeke r s an d t he

em plo ye r s ‟ p o i n t o f v i ew. T h ey f o u n d th a t i n t h e U K, a t h i rd o f

r e s po nd en t s h ad s ea r ch ed f o r a j ob b y u s i n g a SN S h ow ev e r on l y 7 %

h ad been su cces s f u l i n s ecu r i n g a j o b t h ro u gh s u ch a s i t e . Wh en th e y

q u es t io n ed emp lo ye r s , t h ey f o u nd th a t 1 0% o f r e sp on d en t s h ad t r i ed

7 These figures are based on a number of assumptions and projections including fertility rates, mortality,

immigration and emigration and education. For the purpose of this research, the figures are based on Table

10 which factors in a low net migration over the next decade and are the most conservative of all predictions

in terms of population growth, which would have a large impact on the growth of Gen Y. 8 Executives online are an Interim Management and Executive Recruitment firm based in the UK and

Ireland.


22 | P a g e

u s i n g S NS s t o r ec r u i t s om eo n e h ow ev e r o n l y 4 % h ad h i r ed a

c an d i da t e fo un d t h ro u gh a so c i a l n e t wo r k in g s i t e . G en e r a l l y

r e s po nd en t s o f t h e Ex ecu t i v es On l ine r e sea r ch w er e po s i t i v e ab ou t

t h e fu t u r e ro l e o f S NS s an d h a l f o f a l l r e sp on d en t s be l i ev ed tha t

S NSs wi l l “ gr ow in i m po r ta n ce an d w i l l s om eda y b e ho w ever yon e

h i r e s an d f i n ds wo rk . (Ex ecu t iv es On l in e , 20 09 ) .


23 | P a g e

Th e Meth o d o lo gy

T h e pu r pos e o f t h i s p ap e r i s no t t o f i nd o u t wh e th e r o r no t co mp an i es

a r e ex p e r i en c i n g an y s u cce s s wi th soc i a l r e c r u i tm en t , bu t wh e th e r o r

n o t j o b - s eek e r s wi s h t o f i nd emp lo ym ent t h ro u gh so c i a l r e c ru i tm en t ,

t o s ee i f t h e y a r e cu r r en t l y u s i n g s o c i a l m ed i a fo r t h i s pu r po s e , o r i f

t h ey i n t end to i n t h e fu t u r e , and , a s s t a t ed , t o s ee i f j ob - seek e rs

b e l i ev e t ha t „ I t ‟ s no t wh a t you kn ow, b u t w ho yo u kn ow ‟ w h i ch m a y

b e ab l e t o g i ve us an in d i ca t i on ab ou t t h e f u tu r e us es o f s o c i a l m ed i a

i n so c i a l r e c r u i tm en t i n I r e l and .

T o d o t h i s an d to ga i n a f u l l p i c tu r e o f t h e I r i s h mar k e t , so me

r e s ea r ch w as cond u c t ed o n em ploye r s ‟ a t t i t u d es ; ho w ev er t h e

m aj o r i t y o f t h e r es ea r ch w as o n j ob - s eeke r a t t i t ud es . R ead in g an d

o th e r r es ea r ch w as a l s o con du c t ed t o u nd e rs t an d th e m ed iu m o f

s o c i a l m ed i a and the bu s i n ess o f r e c r u i tm en t .

D u e to a l a ck o f s eco nd a r y r e s ea r ch be i n g av a i l ab l e on th i s t o p i c , i t

w as dec id ed th a t p r im a r y r e s ea r ch m us t b e co nd u c t ed . T o id en t i f y

w h e t h e r o r n o t t h e I r i s h p ub l i c w e re i n t e r e s t ed o r i n vo lv ed i n j o b

h u n t i n g t h ro u gh the u s e o f s o c i a l m ed i a a s u rv e y w as d ev e lo p ed . T he

s u rv e y w as d e s i gned to b e co nd u c ted o n l i ne to en ab l e a s m an y

r e s po nd en t s a s p os s i b l e t o p a r t ak e i n a t im e l y an d co n v en ien t

m ann e r . An on l in e su rv e y w o u ld a l l ow a g r ea t e r n um ber o f

p a r t i c ip an t s f ro m ac r o ss I r e l and t ake p a r t v e r sus f a ce t o f a ce o r

t e l eph on e in t e r v i ew s w hi ch w ou l d be m o r e t i m el y an d co s t l y an d

w o u l d r edu ce t h e e l em en t o f ano nym i t y w h i ch was a f f o rd ed b y

co nd u c t i n g t h e s u rv e y o n l in e .

T h e s u rv e y f o cu sed m ain l y o n j ob seek e rs ; h ow ev er , t o c ap t u r e t h e

v i ew s o f emp lo ye r s wh o cam e ac ro ss t he su rv e y, a s ho r t s u rv e y f o r

em plo ye r s w as a l so c r ea t ed w hi ch rou t ed acco r d in g l y d ep end in g on

w h e t h e r o r n o t t he r e s po nd en t w as a j o b s eek e r o r an emp lo ye r .


24 | P a g e

A f t e r co nd u c t i n g a s ho r t po l l o f u s e r s en t im en t on b o t h L i nk ed In and

T w i t t e r , i t w as d ec i d ed t h a t t he su rv e y s h o u l d b e l e s s t h an th r ee

m in u t es l o n g , u n l es s r es po nd en t s w e r e t o b e p a id fo r t h e i r t im e .

C ho os i n g w ww . imp r e ss i t y . co m as t he ch an n e l fo r t he s u r v ey, t h e

q u es t io nn a i r e w as d e s i gn ed . Th e m a in f o cu s was o n t he j ob s eek e r ,

o n w hi ch s i t e s t he y cu r r en t l y u s e , t h e i r op i n i on o f each o f t h es e

s i t e s , w h e th e r t h ey h av e u sed th e s e s i t e s t o f i nd emp lo ym en t , o r

k n ow an yo n e wh o ha s , b e i t su cces s fu l l y o r no t .

Fo r bo t h j ob s eeker s an d emp lo ye r s , t h e qu es t i on ; “ Do y ou b e l i ev e

t ha t i t i s n o t w hat y ou know bu t wh o yo u k now th a t ma k es th e

d i f f eren ce? ” w as p os ed . W i th th e m ai n p u rp os e o f so c i a l m ed ia

b e in g th e l ev e r ag in g o f con n ec t i on s b o t h on l i ne an d o f f l i n e , i t w as

i mp or t an t t o ex p lo r e t he ac t ua l b e l i e f i n t h i s s t a t em en t i n i t s

t r ad i t i on a l s ens e , ve r s us t he t ak e - up o f so c i a l m ed i a t o he l p so meon e

s ecu re em plo ym en t .

T h e fu l l qu es t i on n a i r e fo r bo th jo b s eek e r s an d em plo ye r s i s i n c l ud ed

i n t h e Ap p en d i ces – s ee A pp en d i x I . A b r eak do wn o f t he r e sp on s es i s

p r ov id ed i n f u l l o n t h e a t t ach ed C D - see Ap p en d i x I I

T h e su r ve y w as d i s s emi n a t ed th r ou gh s ev e r a l so c i a l m ed i a s i t e s and

a l so v i a em ai l . A l i n k t o t h e su r ve y w as p os t ed on w w w .b o a rd s . i e

w w w . t wi t t e r . com w w w . l i nk ed in . co m w w w. f aceb oo k . com an d w as

em ai l ed d i r ec t l y t o abo u t 5 0 i n d iv id ua l s .

I t w as n o t t h e a im o f t h i s s t ud y t o a c h i ev e a r ep r e s en t a t iv e s am pl e o f

t h e po pu la t i on an d th e r e fo r e c and id a t e s w e r e no t a sk ed an y

d emo gr aph i c q u es t io ns su ch as qu es t io ns abo u t t h e i r ed uca t i on , t h e i r

cu r r en t p os i t i o n ( th e i r s ec to r w as ask ed ) , t h e h i gh es t i n com e i n t h e

h o us eh o l d o r o th e r s u ch q u es t io ns .

R esp on den t s w e re a s k ed w h e t he r o r n o t t he y w e r e b a s ed i n I r e l an d

( a s t h i s s t ud y i s co n cer n ed on l y w i t h I r i s h a t t i t udes ) bu t no t

w h e r eab ou t s ex ac t ly i n I r e l an d so th e s u rv ey i s n o t b r oken do wn b y

geo gr ap h i c l oca t ion .

http://www.impressity.com/

http://www.boards.ie/

http://www.twitter.com/

http://www.linkedin.com/

http://www.facebook.com/


25 | P a g e

R esp on den t s w e r e a l so as k ed w h e th e r t h ey c l a s s ed t hems e lv es a s an

em plo ye r o r a j o b - s eeke r i n o rd er t o r ou t e t h e qu es t i on n a i r e

a cco rd in g l y .

R esp on den t s w er e a s k ed abo u t w h a t s ec t o r t h ey m a i n l y w o r k ed in ,

an d i f t h e y w e r e an emp lo ye r , t h ey w e r e a sk ed ab ou t t h e i r com p an y

s i z e ; ho w ev e r t h ese q u es t i on s w er e a l l o p t io na l . T h e d ec i s io n no t t o

i n c lu d e a l l d emo gr ap h i c qu es t io ns w as to ensu r e t h a t r esp o nd en t s d id

n o t d r op ou t o f t he s u r v ey b ecau s e o f t h es e q u es t io ns , a s t h ey a r e

h i gh l y p e r s on a l qu es t i on s an d can cau s e u neas e . Du e t o t he t im e

c o ns t r a in t s o f t h i s r e s ea r ch , i t w as a l s o f e l t t h a t b y i n c l ud in g

co mpl e t e and d e t a i l ed d emo gr aph ic q u es t io ns , a b a l anced r es po ns e

m a y n o t h av e b een a t t a in ab l e .

T h e r es po ns e r a t e w as un fo r tu na t e l y n o t a s h i gh as h ad b een ho ped ,

w i t h 1 36 r e sp on ses r e ce i v ed ov e r t h e f ou r w eek d a t a co l l e c t i on

w i nd ow . Of th os e 13 6 r es po ns es , 15 we r e d i s r ega rd ed as t h ey d i d n o t

l i v e i n I r e l and and 1 2 w er e d i s r ega r ded a s t h e y w e r e n o t comp l e t ed .

T h ro u gh u s in g a sh o r t en ed U R L an d t h e s e rv i ce p r ov ided b y B i t . l y9

t h e su r ve y gen e r a t ed in t e r es t b y 2 3 5 p eo p l e , h o w ev e r r ea so ns

u n kn ow n, n o t a l l pa r t i c i p a t ed i n t h e su r v ey.

T h e m ajo r i t y o f r es po nd en t s w er e j ob - s eek e rs as h op ed and a sm al l

g r o u p o f emp lo ye r s a l s o t oo k p a r t . Fo r b o th g r o up s , t he t yp i ca l age

r an ge w as l a t e tw en t i es t o m id - t h i r t i e s .

I f f u tu r e re s ea r ch w as t o t ak e p l ace o n th i s t op i c , mo r e t i me sh ou ld

b e g i v en to r un t he s u r ve y an d a l so mo r e t im e to p ro mote t h e su rv e y,

t h ro u gh th i s t h e a i m w ou ld be to i n c r eas e th e p a r t i c ip a t io n r a t es

w h ich w ou ld i n t u rn g iv e t h e r es ea r che r a m or e t ho r ou gh o v er v i ew o f

t h e m ar k e t .

9 Bit.Ly is a URL shortening service, which allows users to create a shortened version of a web address and

track how many users click on the link.


26 | P a g e

A ls o , t he r e sp on d en t s t en d ed to b e ma i n l y i n t h e e i gh t een t o t h i r t y -

f o u r age g r o up s , aga i n wi th f u t u r e r e s ea r ch an d m or e t im e an d

r e s ou r ces , i t wo u ld b e r ecomm end ed t h a t a p ape r ba s ed su rv e y

am on gs t t h e wi d e r p u b l i c w ou ld b e con d uc t ed , w h i ch m ay h av e g i v en

a b r o ad e r ov e rv i ew o f o p i n io n . I f t ime h ad b een p e rmi t t i n g , a sh or t

s u rv e y co n d u c t ed i n a p op u l a r v enue o r l o ca t i on w i th p a s s e r - b y‟ s

w o ul d h av e ad d ed an ex t r a d im ens io n an d a l lo w ed th i s s t ud y t o ga in

t h e o p in io ns o f p eo p l e wh o p e rh aps d o n o t us e s o c i a l m ed i a t o a

g r ea t ex t en t .

I f m o r e in -d ep t h r es ea r ch w as to t ak e p l ace , i t w ou ld b e ad v i sab l e t o

i n c lu d e qu es t i on s t o ob ta in i n f o rm at i on ab ou t t h e demo gr ap h i cs o f

t h e r es po nd en t s and a l s o a s t o t h e i r geo gr ap h i ca l l o ca t io n , a s t h e s e

ad d i t i o n a l f a c t o r s m a y b e q u i t e r e l evan t fo r e s t ab l i s h i ng w h e t h er o r

n o t so c i a l m ed i a i n r e c r u i tm en t i s be i n g ado p t ed ac r oss a l l s e c to r s

n a t io n wid e , o r i f i t i s l o ca l i s ed t o ce r t a i n s ec to r s o r geo gr ap h i ca l

a r ea s .

B r eak in g th e r esp on s es do wn fu r t h e r p r ov i d es us w i t h e i gh t y - t h r ee

j ob s eek e rs an d t wen t y - s ix empl o ye r s , a l l b as ed i n I r e l an d . D u e to

t h e ro u t i n g o f t h e s u r ve y a t t h e v e ry b e g i n n i n g , wh e re t h e su rv e y

d iv id es d ep end i n g o n wh e t h er t h e re sp o nd en t w as a j ob s eek er o r an

em plo ye r , i t w as im po ss i b l e t o m ak e t he qu es t i on s in t h e r es t o f t h e

s u rv e y co m pul so r y to ans w er . T h i s l ed t o a l o w t ak e u p o n so m e o f

t h e qu es t i on s .

Fo r f u t u re r e s ea r ch , i t wo u l d b e b en e f i c i a l t o ch oo s e a s i t e w h i ch

w o u l d a l l o w t h e su r v e y t o b e d e s i gn ed m o re ca r e f u l l y a n d s t r uc tu r ed

m o re accu r a t e l y. T h e r e w as a l so a n um b er o f su r ve ys w h i ch w e r e

i n com pl e t e and the r e f o r e t h e r es u l t s w e r e d i s r ega rd ed , t yp i ca l l y

t h es e su r v eys t e rm in a t ed a f t e r j u s t t he f i r s t q u es t i o n .


27 | P a g e

F i g u r e A : B r e a k d o w n o f S u r v e y R e s p o n d e n t s

T h e o r i g i na l t h e s i s p r op os a l a l so i nc l ud ed a p l an t o co n du c t s om e

f ace t o f ace s u r v eys w i t h em plo ye r s an d k ey p l a ye r s i n t h e i nd us t r y.

D u e t o t im e co ns t ra i n t s ‟ , t h i s was n o t ca r r i ed o u t ho w ev e r ; i t w ou ld

p r ov e w o r th w hi l e co n s i de r in g i n c lu d i n g t h i s e l em en t i n f u t u r e

r e s ea r ch .


28 | P a g e

A na ly s i s

T o es t ab l i sh wh e th e r t h e h yp o th e s i s , „ I t ‟ s no t wh a t yo u kn ow, bu t

w ho yo u kn ow ‟ i s he l d b y I r i s h j ob - s eek e r s , i t i s i mp or t an t t o l o ok a t

s ev e ra l d i f fe r en t a rea s .

F i r s t l y , t h i s p ap er w i l l ex amin e t h e us age o f so c i a l m ed ia i n I r e l and ;

e s t ab l i sh in g t h e p rev a len ce o f so c i a l m ed i a u s age and t h e gen er a l

u s es i n I r i s h so c i e ty .

S e co nd l y, i t w i l l l oo k a t s o c i a l m ed i a i n r e c r u i tm en t ; h ow

r ec r u i t m en t h as evo lv ed o v er t h e l a s t n um b er o f yea r s an d th e imp ac t

s o c i a l m ed i a i s cu r r en t l y h av i n g o n r ec r u i tm en t p ro ces s es i n I r e l an d .

T h i r d l y i t w i l l l o ok a t t h e r es po ns es f r om t h e o n l i n e su r v ey w h i ch

w as co nd uc t ed b e tw een M ay an d J un e 2 01 0 ; ev a l u a t i n g th e r es po ns es

o b t a i n ed an d an a l ys in g th e se i n d e t a i l wh i l s t comp a r i n g th e r es u l t s

w i t h p r ev i ou s r es ea r ch .

T h ro u gh th e comb in a t io n o f t h es e , i t s ho u l d be c l ea r e r a s t o wh e t h er

o r no t I r i s h jo b - s eek e r s a r e cu r r en t l y u s i n g so c i a l med ia t o f i n d n ew

j ob o p po r t un i t i e s , w h e t h e r t h ey l ev e r age t h e i r so c i a l c on n ec t i on s to

a s s i s t t h em i n th i s t a s k and wh e th e r t h e r e i s a con ve r gen ce be tw een

t h e on l in e an d o f f l i n e wo r l d in t h i s m at t e r .

T h ro u gh t h e ex amin a t io n o f cu r r en t u s age o f t h e In t e r n e t and s o c i a l

m ed i a , i t i s ho ped t h a t a p r ed i c t i on o f f u tu r e u se o f s o c i a l

n e tw o rk in g s i t e s c an b e ex t r ac t ed . Al so i t i s ho p ed th a t a co n c l us i on

a s t o t h e op i n i on o f j o b s eeke r s o n t h e u s age o f s o c i a l med i a i n

r e c r u i t m en t c an be ob t a in ed . F i n a l ly t h r o u gh an ex am in a t io n o f

w h e t h e r t h e b e l i e f i s comm on l y h e l d t h a t „ I t ‟ s n o t wh a t yo u know,

b u t w ho you know ‟ , i t sh a l l b e ex ami ned th a t i f t h i s b e l i e f i s h e l d , do

t h e r es po ns e s abo u t s o c i a l m ed i a i n re c r u i tm en t comp a re f avo u rab l y

w i t h th e r e sp on se s t o qu es t i on s abo u t o f f l i n e r e c ru i tm en t .


29 | P a g e

S o c ia l Medi a u sa ge in I re lan d

T o ex am in e so c i a l m ed i a i n r e c ru i t men t i n I r e l an d , i t i s f i r s t

i mp or t an t t o un d ers t an d wh a t s o c i a l m ed i a i s and t o es t ab l i s h t h e

p r ev a l en ce o f so c i a l med i a i n gen er a l i n I r e l and . An un der s t and in g o f

w h a t i s s o c i a l m ed ia , w h y s o c i a l m ed ia ex i s t s , t h e pu rp os e s o f s o c i a l

m ed i a an d ho w p rev a len t i t i s i n I r e l and i s n ecess a r y t o f u r th e r

ex amin e t he s p ec i f i c a r ea o f so c i a l m ed i a i n r e c ru i tm en t .

Fo r t h e pu r po se o f t h i s p ape r , t h e m ain SN Ss ex amin ed a r e Faceb oo k ,

Li n k ed In an d T w i t t e r . Wi t h i n W es t e rn E u ro p e an d t h e U S A, th es e

t h ree s i t e s a r e wide l y ack n o wl ed ged a s b e i n g th e mos t p o pu l a r and

i n f lu en t i a l s o c i a l med i a s i t e s .

A s a l r ead y d i s cussed , s o c i a l m ed i a re f e r s t o “O nl in e ap p l i ca t io ns ,

p la t fo r ms a nd m ed i a wh i ch a im to f a c i l i t a t e i n t er a c t i on ,

co l la bo ra t io n an d t h e s ha r i ng o f co n t en t . ” – ( Un iv er s a l M cC an n ,

2 0 08 )

A n on l in e app l i c a t io n o r a w eb app l i c a t i on i s com pu t e r s o f tw a re

w h ich h e l ps t h e use r t o p e r f o rm r e l a t ed t as ks an d i s a cce s s ed ov e r

t h e In t e r n e t . A s t he app l i c a t i on i s hos t ed o n l i n e , an d do es no t n eed

t o b e in s t a l l ed on ev e r y u s e r ‟ s co mp ut e r , i t m ak es them ea s y t o

u p da t e an d m ain t a in b y d ev e lo pe r s .

Wh en us ed w i th s o c i a l m ed i a , t h ese ap p l i c a t i on s a l l o w u s e r s t o

i n t e r ac t wi th e ach o t h er , sh a r e con ten t su ch a s p ho t os , v i d eos o r

gam es and co l l ab o ra t e b y a l lo wi n g u s e r s t o a cces s t h e sh ar ed co n t en t

an d each m ak e chan ges t o i t o r d i s cuss i t r emo t e l y.

Faceb oo k was es t ab l i sh ed in 20 0 4 b y M ar k Zu ck er b e r g a s a

n e tw o rk in g s i t e f o r h i s f e l l ow s tu d en t s i n H a r v a rd Un iv e rs i t y . I t

r ap i d l y ex p and ed an d w as so on o pen t o a l l s t ud en t s w i th a co l l ege

em ai l add r es s i n t h e US A. T h e d em an d g r ew aga in an d m em b er sh ip

w as so on o p en ed up t o eve r yo n e . A cco r d in g t o Br eak i ngN ew s . i e on

t h e 21s t

J u l y 2 0 10 , s ix yea r s a f t e r b e i n g es t ab l i sh ed , Facebo ok


30 | P a g e

ga i n ed i t s f i ve - hun d r ed mi l l i o n t h mem b er , m ean in g t ha t 8 % o f t h e

w o r l d ‟s po pu l a t i on h av e a Faceboo k a ccou n t ( Br eak in gn ews . i e ,

2 0 10 ) . Zu ck e r be r g h i ms e l f b e l i ev es t h a t memb ers h i p cou ld g r ow to

o n e b i l l i o n us e r s w i th i n th e n ex t t h r ee t o f i v e yea r s ( G o rd o n , 20 10 ) .

In 2 0 0 9 , t h e f i gu r es f o r Facebo ok s how ed t h a t i f i t w e re a c o un t r y, i t

w o u l d h av e t h e 4t h

l a r ges t p op u l a t io n g lo b a l l y w i th 4 0 0 mi l l i o n

m em b ers ; wh i l e f o r t h e UK 11 % o f a l l t im e o n l i n e i s no w s p en t on

s o c i a l n e t wo r k in g s i t e s , s econ d o n l y t o t im e o n s ea r ch en g i n es su ch

a s Go o gl e . ( Br av e N ew T a len t , 20 09 )

A cco rd in g t o Faceb o ok I r e l an d , i n Ap r i l 20 10 th e r e w er e 1 ,4 18 ,1 00

Faceb oo k acco un t s i n I r e l an d . O f t hos e , 8 47 ,0 00 w e r e ac t i v e , d a i l y ,

u s e r s . 83 % of us e r s co m e b ack t o Faceb oo k ev e r y w eek . O f t he

o n l in e po pu l a t io n , 7 3 % a re p r es en t o n Faceb oo k . Th e d iv i s i on o f

m al e and f em al e u se r s i s 5 5% M al e to 4 5 % Fem al e . 27 % o f us e r s a r e

o v e r 3 5 yea r s o f age . 35 % o f u s e r s a re 2 5 -3 4 yea r s o f age an d 91 % o f

u s e r s a r e o v er 1 8 yea r s o f age ( 1 ,2 86 ,9 6 0 in t o t a l ) . In I r e l and 12 4 i s

t h e ave r age num b er o f f r i en ds o n Faceb oo k and o v er 46 7 ,0 00 us e r s

a cce ss Faceb oo k b y mo bi l e (D e , 20 10 ) .

T w i t t e r i s a mi c ro -b lo gg i n g s i t e , a l l ow i n g u s e r s t o p os t m ess ages up

t o o n e- hu nd r ed and f o r t y ch a r ac t e r s i n l en g t h . F r eq u en t l y d e s c r i b ed

a s an „o n l in e wa t er coo l e r ‟ du e t o t he r and om ch i t - ch a t w h i ch o f t en

t ak es p l ace , i t w as e s t ab l i sh ed i n 20 0 6 an d fo r ma l l y l aun ched to

S i l i co n V al l ey i n 2 0 07 . I t s fo un d e rs J ack Do rs e y, an en g i n eer wi th

O d eo10

and Ev an Wi l l i ams , f ou nd e r o f Bl o gge r11

, s aw T wi t t e r a s b e ing

a w a y t o p os t a un i v er s a l s t a tu s up d a t e , t o l e t ev e r yo n e k no w w h at

yo u w e r e d o in g , e .g . “ bus y t r y i ng t o m ee t a d ea d l i n e ” , o r “ f r ee f or a

ch a t” e t c . T h e s t a t us u pd a t e i s v i s i b l e o n u se r s ‟ mob i l e p ho n es ,

i n t e rn e t b r o ws e r and de sk to p i f t h e use r s ‟ w i sh e s . I t c an n o w a l so b e

co nn ec t ed wi th b o th Li n k ed In an d Faceb oo k .

10

Odeo is a firm who provide a directory and search engine for audio and video, initially established by

Williams to focus on the latest phenomenon of pod-casting 11

Blogger is a free blog publishing tool, founded by Williams and later sold to Google


31 | P a g e

W h i l s t m an y s ee i t a s us e l e s s and c r ea t i n g an ab un d an ce o f po in t l es s

i n fo rm at io n , i t s f ou n de r ‟ s v i s io n i s t h a t i t w i l l h e l p c r ea t e mo r e

i n t i m at e f r i end sh ip s an d re l a t i on sh ip s , wi th p eo p l e sh a r i n g mo r e

d e t a i l s abo u t t he i r l i v es , i n s t e ad o f j u s t g i v i n g t he h ead l in e s d u r in g a

c a t ch - up c on v er s a t i on . T wi t t e r i s now a l s o b e i n g v i ew ed a s a s ea r ch

en g i n e , h an d l i n g 8 0 0 mi l l i on s ea r ch q u er i es p e r d ay ( S ch ro d e r ,

2 0 10 ) . As o f J un e 2 0 10 , T wi t t e r h a s 1 9 0 mi l l i o n us e r s an d t he y p o s t

m ess ages , o r „ Tw ee t ‟ 65 mi l l i on t im es a d a y . C h i e f Op e r a t i n g O f f i c e r

( C OO ) o f T wi t t e r , D i ck C os t o l o sa ys t h a t mo s t u s e r s don ‟ t a c t u a l l y

„ t w ee t ‟ bu t i n s t ead u s e Tw i t t e r a s a “ co ns ump t io n m ed i a12

”

( S ch on e f i e l d , 2 0 10)

T w i t t e r h av e n o t p ro v i d ed f i gu r es o n m em b ers h ip i n I r e l an d , h o w ev e r

a cco rd in g t o R on an M o rr i s o f W eb T o ge th e r , t he n umb er o f I r i s h

T w i t t e r u s e r s i s e s t i ma t ed a t 15 0 , 00 0 (M o r r i s , 20 10 )

Li n k ed In i s an on l in e n e t wo rk in g s i t e , t a i l o r ed mo r e f o r bu s i ne ss

t h an p l eas u re . I t w as f ou nd ed in 20 02 and l au n ch ed in 2 0 03 . T h er e

a r e m or e th an 7 0 m i l l i on u se r s wo r ld w id e , cov e r i n g 15 0 i nd us t r i e s

an d h a s ov e r 1 m i l l i o n com pan y p r o f i l e s . T h e s i t e a l l o ws t h es e u s e r s

t o c r ea t e a p r o f i l e , w h i ch lo ok s s imi l a r t o an o n l i n e r e s um e, and

co nn ec t wi th p eop l e t h e y k n o w d i r ec t l y ( 1s t

con n ec t io ns ) , t h ose

k n ow n th r ou gh a mu tu a l con nec t io ns o r g r ou ps (2n d

co nn ec t io ns ) and

t ho s e kn ow n th r ough a t h i rd p a r t y ( 3r d

con n ec t i on s ) . Fo r ex am pl e , b y

l oo k i n g a t o n e p a r t i cu l a r Li n k ed In a cco un t , w e s ee th a t i f yo u h ad

4 7 1 1s t

con n ec t io ns , yo u cou ld b e l i n k ed wi th 5 , 02 5 , 32 8

p r o f es s io n a l s . Th i s i s d ep en d in g o n sev e r a l f ac to r s s u ch a s h ow we l l

co nn ec t ed yo u r f i r s t an d s econ d d egr ee con n ec t i on s w er e th em s e l ve s .

Li n k ed In h a s n o t p r o v id ed f i gu r es o n m em ber sh i p i n I r e l an d ,

h o w ev e r a cco r d i n g t o I r i s h b lo gge r , Ba r r y H an d , t h e num b er o f I r i s h

Li n k ed In u s e r s i s e s t im at ed a t 2 5 , 00 0 a l t ho u gh t h i s f i gu re ap pea r s t o

b e v e r y ap p rox im a te . (H and , 20 10 )

12

Many users of Twitter do not actually post messages; they purely read others „tweets‟. This is harking

back to Web 1.0 where media was consumed, rather than with users engaging and participating in the

conversation.


32 | P a g e

O t he r S NS s p op u l a r wi t h t h e I r i sh o n l i n e p op u l a t io n i n c l ud e ;

Fo u rs qu a r e , con f i rm ed th a t i n J anu a ry 2 0 1 0 i t h ad 30 00 I r i s h u s e r s

an d Bo a rd s . i e wh i ch had ov e r 5 mi l l i on v i s i t o r s be tw een J anu a r y an d

A p r i l 2 01 0 , 7 6 % o f w h i ch was I r i s h t r a f f i c an d a t o t a l o f 88 ,0 03

ac t i v e us e r s s in ce J anu a r y 2 0 1 0 acco rd i n g to Bo a rds . i e

C omm un ica t io ns Man age r , D a r r agh Doyl e . ( D o yl e , 20 10 )

S om e f i gu r e s f rom Dav e D av in , D i r ec to r a t RA IC P r od u c t i on s ,

co mpi l ed in O c to b er 20 09 , sh ow ;

T r av e l i s t h e t op ac t i v i t y o n l in e in I r e l and , 5 1 % o f I r i s h p eop l e

u s e th e In t e rn e t t o s ou r ce t r av e l i n f o rm at io n .

E ach d ay c l o s e to o n e mi l l i o n p eo p l e o r 28 % o f t h e adu l t

p o pu l a t io n in I r e l an d us e t h e ne t .

1 0 0 , 00 0 , 00 0 Facebo o k us e r s l o g on eve r y d a y .

T h e g r ea t es t co n cen t ra t i on o f on l i ne s ho pp e r s i n I r e l an d i s amo n g

2 5 -3 4 yea r o l ds a t 5 2 %, fo l lo w ed b y 3 5 -4 4 yea r o l ds a t 44 % an d

1 6 -2 4 yea r o ld s a t 3 4 % .

T o da y t h e r e a r e 1 .2 m i l l i on b r o ad b an d su bs c r i p t i on s in I r e l and .

( D av i n , 2 01 0 )

A cco rd in g to t h e In t e r n a t i on a l T e l eco mm uni ca t io n U nio n ( IT U ) , a s

o f J u n e 20 10 , 6 5 .8 % o f t h e I r i s h p o pu l a t io n a r e n ow u s i n g th e

In t e r n e t . T h i s i s an i n c r ea se f r om 2 0 . 9 % o f t h e p o pu l a t i on in 2 00 0

( In t e r ne t W or ld S t a t s , 2 01 0 ) .

I r i s h us age o f t h e in t e r n e t i s ev e r g r ow i n g and w i t h f as t e r b r o ad b an d

s p eed s n o w s lo wly b eco m i n g av a i l ab l e , g r o wt h i s s e t t o con t in u e

o v e r t he n ex t f ew yea r s . M ob i l e i n t e rn e t u s age h a s b een t h e fa s t es t

g r o w in g a r ea o f i n t e r n e t u sage i n t h e p a s t f ew yea r s . Wi th g r o w th s e t

t o con t in u e , w e can ex p ec t t h e us age o f s oc i a l n e t w or k i n g s i t e s t o


33 | P a g e

r i s e a cco rd i n g l y , h o w ev e r t h e p u rp os e o f t h i s u s age i s s t i l l t o be

e s t ab l i sh ed .

Fo r t h e pu r po s e o f t h i s r e s ea r ch i t was i mp or t an t t o f i r s t e s t ab l i s h

h o w mu ch t i me bo t h jo b s eeke r s a nd em plo ye r s s p en t o n S NSs and

a l so , wh i ch s i t e s t h e y u s ed . Bo th j ob s eek er s and em pl o ye r s w e re

a s k ed t h e s am e ques t io n , ho w ev e r em pl o ye r s w e r e a sked to an sw er

ab ou t t h e i r u s e p u re l y i n a p r o f es s io na l m an ne r , r a t he r t h an i n t h e i r

o w n p er so n a l t im e .

T h e r es u l t s c l ea r l y i d en t i f i ed t h e s ame t h r ee s i t e s a s b e in g t h e mo s t

p o pu l a r wi t h b o th jo b -s eek e rs and empl o ye r s a l i ke ; Faceb oo k ,

T w i t t e r an d Li n k edIn . S ev e r a l o f t he s i t e s wh ich w e r e l e s s bu s i n ess

o r i en t ed w e r e no t u s ed a t a l l b y em pl o ye r s , a l t h o u gh man y o f t h e se

a l so h ad on l y a sma l l fo l lo wi n g b y j ob - s eek e rs .

F i g u r e B : U s a g e o f S N S s

In t e r m s o f t im e sp en t o n l i n e , t h e ave r age amo un t o f t im e s p en t on

S NSs b y j o b - s eek er s w as 90 .5 2 m in u t e s an d th e av e r age t im e s pen t

b y an empl o ye r w as 4 5 . 72 m in u t es p e r d ay.


34 | P a g e

S o c ia l Medi a in Recru i t men t in I re la nd

T o u nd e rs t an d so c i a l m ed i a i n r ec r u i tm en t , w e mu s t u nde r s t and wh a t

r e c r u i t m en t i s .

R ec ru i tm en t , f o r t h e pu r po s es o f t h i s p ap e r , r e f e r s t o b o t h agenc i es

a n d i n - ho us e r ec ru i t e r s , a t t em pt i n g t o s ou r ce an d s ecu r e s u i t ab l e

c an d i da t es f o r v acan c ie s wi t h i n t h e i r o r gan i s a t io ns o r w i t h i n t h e i r

c l i en t s ‟ o r gan i s a t i on s .

T r ad i t i o n a l l y r e c r u i tm en t t o ok p l ace t h ro u gh po s t i n g adv e r t s i n t h e

b r o ad sh ee t n ewsp ap e r s o r i n du s t r y m agaz i n es and u s in g a „ r o lo d ex ‟

s ys t em, w o rk in g t h r o u gh bu s in e ss c a rd s and con n ec t i on s w h i ch to ok

m an y yea r s t o es t ab l i s h .

S i n ce t he ea r l y 1 9 9 0s , r e c ru i tm en t h a s b een m ovi n g s lo wl y aw a y

f r om t r ad i t i o na l p r i n t m ed i a t o on l in e j obs bo a rd s an d th e „ ro lo dex ‟

s ys t em h as l a r ge l y b een r ep l aced b y c o mp ut e r i s ed d a t ab as e s .

Wh en n ews p ap e rs s t a r t ed pos t i n g co n t en t o n l in e13

, t h e i r d i s t r i b u t ion

an d s a l e s o f f l i n e s t a r t ed to dec l in e . O v er t h e l a s t f ew yea r s , a l l

n ew sp ap e r s a l es hav e b een adv e rs e ly a f f ec t ed b y t h e r e ce s s io n i n

s ev e ra l wa ys . A d v er t i s i n g and r ec ru i tm en t bu d ge t s h av e b een s l ash ed

i n m os t co mp an i es , l e ad i n g to a r ed u c t i on i n t h e amo u n t o f j ob

l i s t i n gs i n p ap e r s . C o up l ed wi t h a dec l i n e i n n ew sp ap er c i r cu l a t i on

f i gu r es and t h e b e l i e f t h a t “ We n o lo n ger s ear ch fo r t h e n ews – i t

f i n ds u s” ( Qu a l man E . , 2 00 9) m ed i a ha s b een m ov in g mor e an d mo r e

o n l in e . W i th th i s s h i f t t o on l in e ( s oc i a l ) m ed i a , t h e r e h a s b een a

co r r e l a t i n g sh i f t t o o n l i ne r ec r u i t m en t .

O n l in e jo bs bo a rd s i n I r e l an d h ave b een s t e ad i l y i n c r eas ing t h e i r f e es

yea r o n yea r f o r t h e l a s t f ew ye a r s an d s ev e r a l o f t h e l a r ge r

13

Th e I r i s h T i m e s , t r a d i t i o n a l l y o n e o f t h e m o s t p o p u l a r I r i s h b r o a d s h e e t s f o r

p o s t i n g j o b a d v e r t s , l a u n c h e d t h e i r o n l i n e n e w s p a p e r i n 2 0 0 8


35 | P a g e

r e c r u i t m en t agen c ie s an d emp lo ye r s a r e no w s h i f t i n g aw a y f r o m t h e

m ai ns t r eam j ob s bo a r ds s u ch as M ons t e r . i e an d I r i s hJ ob s . i e t o mo v e

t o war ds th e i r ow n in - ho us e w ebs i t es o r d i f f e r en t po r t a l s . So me

co mp an i es su ch as M i cr os o f t hav e t h e i r ow n ca r ee r s webs i t e an d a l so

t h e i r ow n ca r ee r s Tw i t t e r p r o f i l e . O th er co mp an i es an d agen c ie s h av e

e s t ab l i sh ed a p r esen ce o n T wi t t e r , Faceb oo k an d Bebo w he r e t h ey

can con n ec t an d en gage w i th j ob - seek e r s d i r ec t l y an d p os t r egu l a r

u p da t es o n th e v acan c ie s t h e y h av e , t h e t yp es o f i n d iv idu a l s t he y a r e

s eek in g t o r e c r u i t an d s n ap - sh o t s o f t h e i r b us i n es s an d ho w t h ey

o p e r a t e . Li n k ed In i s a p r im e ex am ple o f t h e s h i f t t owa r d s s o c i a l

r e c r u i t m en t .

T h i s l a t es t sh i f t aw a y f r o m o n l i n e r ec r u i tm en t , t o so c i a l r e c r u i t m en t

c an b e s um med up a s “s i m pl y u s i ng so c ia l ch an ne l s t o f i nd th e b es t

p eop l e f o r a n or gan i s a t i on” (A ld e r , 20 0 9) .

A l de r a l s o s t a t ed th a t :

“ E ver y s i ng l e em plo yer wo n ‟ t u s e so c i a l m ed i a f or r ecr u i tm en t

i n y ear s t o co m e . T h e a do p t i on cur ve f or t ho s e wh o d o t a ke i t

u p w i l l b e s t e eper a nd f as t e r t ha n w e saw w i th o n l i n e

r ec ru i tm en t h ow ever , r ap i d l y r a mpi ng u p o ve r t h e n ex t 18 t o 2 4

m o n t hs . ”

Wh i l s t we d o n o t h av e em pi r i c a l ev id en ce t o b ack th i s b e l i e f u p , i t

d o es t i e i n s o fa r w i t h t h e i n c rea s ed p r ev a l en ce i n so c i a l r e c r u i tm en t

i n b o t h t h e U K and I r e l an d , a l b e i t j u s t an in c r eas ed p r ev a l en ce , no t

n ece ss a r i l y an i n c rea s ed su cces s r a t e .

Lu c i an T ar no w sk i o f Br av e N ew T a l en t ( BN T) ex p l a i n ed th a t :

“ So c i a l r ec ru i t men t o f f er s b o th a m e th od fo r a l e r t i n g peop l e t o

j o b op po r tu n i t i e s , a s w e l l a s a ch a nn e l f o r en g ag i ng in

co n ver sa t io ns ab ou t t h e r o l e an d th e ca n d id a t e . P l a c i ng so c ia l m ed ia

co m mu ni ca t i on s w i t h i n t h es e t wo d i s t i n c t g r ou p in gs b o th s i m p l i f i e s

t h e t h eo r y an d ma ke s s ens e o f t he p rac t i c e ” .


36 | P a g e

T ar no ws k i fo rm ed t h i s op in i on on t h e b as i s o f h i s ex p e r i ence

w o r k in g w i th em pl o ye r s i n t h e U K t o con n ec t w i t h j ob -s eek ers

t h ro u gh th e u s e o f s oc i a l m ed i a . Ta r n ow sk i i s C EO o f BN T, an

o r gan i s a t i on whi ch he lp s em pl o ye r s t o r edu ce a nd co n t ro l t h e i r

s o c i a l med i a fo o t p r i n t m o r e e f f ec t i v e ly . A n ex amp le h e p r o v i de s i s a

p r o j ec t w i t h On e Yo u n g Wo r l d , an ann u a l g lo ba l l ead e rsh ip s umm i t ,

w h e r e h e w as cha l l en ged to f i n d 1 5 00 yo u n g l e ad er s f r om 1 92

co un t r i es w i t h a $0 m ar k e t i n g b ud ge t . T he y h ad t o a ch i ev e f a i r and

p r op o r t i on a t e r ep re s en t a t i on . T h ro u gh t h e u se o f v a r i ou s so c i a l

m ed i a p l a t fo rm s , t h e y en gaged w i th 1 0 0 , 00 0 yo u n g p eop l e an d 2 50 0

w o r l d c l a s s G en Y l eade r s w e re i d en t i f i ed f rom 1 40 co un t r i e s .

A l t ho u gh th i s r es ea r ch an d ca s e s t udy i s b a s ed i n t h e U K , t he s e a r e

t h e t yp es o f ex am pl es I r i s h comp an i es a r e m en t io n i n g wh en

d i s cuss in g t he i r m ov e to us e s o c i a l r e c ru i tm en t . Th e empi r i c a l

ev id ence f o r I r e l an d i s l a ck i n g and o n l y t im e wi l l t e l l i f I r i s h

em plo ye r s w i l l h ave an y s u cce ss w i t h s o c i a l r e c r u i t men t .


37 | P a g e

E mpl oy ers R esp ons es

T h e s tu d y w as co nce r n ed m ai n l y w i t h j o b - s eek e rs o p in ion s ; h ow ev er

t h e r e w e re som e q u es t io ns wh ich w a r r an t ed ga in in g t he v i ew o f

em plo ye r s . A s m al l s ec t io n o f t h e su rve y w as d e s i gn ed f o r emp lo ye r s

t o ans w er t o p ro v id e s om e m at e r i a l f o r com p ar in g j o b - s eek er s and

em plo ye r s r e sp on s es .

Lo o k i n g f i r s t l y a t t h e e mpl o ye r s s ec t i on o f t h e su r ve y, w e can s ee

w h y em p lo ye r s u se S NS s . Th e r e su l t s t o t h i s q u es t ion s ho w t h a t

f o u r t een o u t o f tw en t y- t w o r es po nden t s a re cu r r en t l y u s in g s o c i a l

m ed i a s i t e s f o r r e c r u i tm en t pu rp os e s . O f t h es e f ou r t een , s ix o p e ra t e

w i t h i n t h e HR and R ec ru i tm en t s ec t o r an d n in e a r e i n com p an i es

em plo yi n g o v e r one h u nd r ed s t a f f i n I r e l an d . O f t h e t en w ho us e

S NSs t o back gr ou nd o r r e f e r en ce ch eck p o t en t i a l n ew emp l o yees , s ix

aga i n op e r a t e wi t h i n t h e HR an d R ec r u i tm en t s ec t o r an d f i v e a re

co mp an i es emp lo yi n g o ve r o n e hu nd r ed s t a f f i n I r e l an d a lo n e .

A l t ho u gh t h e em plo ye r s ec t io n o f t h e s u rv e y w as m o r e o f an a s id e ,

s ho u l d th e r e b e fu r t he r r es ea r ch ca r r i ed ou t i n t h i s a r ea , a q u es t io n

ab ou t an em pl o ye r ‟ s p l ann ed us e o f S NS s ov e r t h e n ex t t w e lv e

m on th s wo u ld b e in t e r e s t i n g to ex ami n e t o s ee i f t h e r e i s a l a r ge

ch an ge p l ann ed in u s e o f S NS s o r i f t h e u s age w i l l r em ain as i s .


38 | P a g e

F i g u r e C : E m p l o y e r s U s e o f S o c i a l M e d i a

Wit h t h e m aj o r i t y o f em p lo ye r s u s i n g Li n k ed In p r im a r i l y , t h e

r e s po ns es t o t h i s qu es t i on t i e i n v e r y c l os e l y w i t h t h e ma i n fu n c t i on s

o f Li n k ed In v e r sus o th e r SNS s .

Fo cus in g f u r th e r on t h e cu r r en t u se b y em p lo ye r s o f So c i a l M ed ia ,

em plo ye r s w e r e a sk ed t h e qu es t io n : „A s an empl oy er , ha v e you ev er

u sed s oc ia l med ia s i t es f o r an y o f th e f o l l ow ing rea son s? To

a d ver t i s e a va can cy w i th in your org an i sa t io n? To ba ck gr oun d ch eck

a p o t en t ia l em p lo y ee? T o ver i f y an y th i ng ab ou t a cu rr en t / po t en t i a l

em plo yee? To su cces s fu l l y h i r e s om eo n e? N on e o f th e ab o ve? ‟

E i gh t ou t o f t h e t wen t y- t w o h ad su cces s fu l l y h i r ed s om eb o d y t h r ou gh

t h e us e o f S NS s , m ak in g th a t a 57 % su ccess r a t e o u t o f t ho se who

h ad adv e r t i s ed a v acan c y t h ro u gh S NSs .

S ix o f t h e t w en t y- t w o r es po nd en t s had n ev e r us ed so c i a l m ed i a f o r

an y r ec r u i tm en t pu r p os e s .


39 | P a g e

A ga i n , i t w ou ld b e u s e fu l t o v i ew em pl o ye r s p l ann ed u s e o f s oc i a l

m ed i a i n r e c ru i tm en t ov e r t h e nex t t we l v e m ont hs an d b eyo n d an d to

s ee i f t h e b r eak do w n o f t h e us age ch an ges mu ch , o r i f i t s t ays

r e l a t i v e l y s imi l a r .

F i g u r e D : E m p l o y e r s R e a s o n s f o r U s i n g S o c i a l M e d i a

T h e r es u l t s t o t h i s s u rv e y v a r y f r o m th os e ca r r i ed o u t b y o n l in e jo bs

b o a rd , R ec ru i t I r e l an d .com w ho r ecen t l y c a r r i ed o u t som e r e s ea r ch

w i t h 1 00 r ec ru i t e r s . U n fo r t un a t e l y t h e t e rm „ r ec ru i t e r s ‟ h a sn ‟ t b een

c l a r i f i ed b y R ec r u i t I r e l and . com a s t o w h e t h er i t r e f e r s t o agen cy

r ec r u i t e r s , i n - ho us e r ec r u i t e r s o r b y h i r i n g m an age r s . Fo r t h e p u r po s e

o f t h i s r es ea rch , t h e t e r m „ empl o ye r ‟ h a s b een us ed , w h ich t ake s

a cco un t o f an yo n e i n t h e p os i t i on to h i r e o r h os t t h e r e c r u i tm en t

p r o cess .

T h e r es ea r ch b y R ec ru i t I r e l an d . co m f o u nd th a t 4 6 % o f r e c r u i t e r s

c h eck o u t ap p l i c an t s on l in e du r i n g t h e rec r u i tm en t p ro ce ss . T h es e

ch ecks v a r i ed f ro m G oo g l i n g t h e cand id a t e s n am e to check in g t h e i r

Faceb oo k page o r t h e i r r e cen t T wi t t e r p o s t i n gs , comm onl y k n o w n as

T w eet s an d ch eck in g t h e cand i d a t e ‟ s p e r so n a l b lo gs . The s u r v e y a l s o

s ho w ed th e r ec r u i t e r s check o u t 5 3% o f c and id a t e s o n l in e a f t e r

t h ey‟ v e co mpl e t ed t h e i r f i r s t r ou nd in t e r v i ew .

T h ey a l s o f ou nd t ha t o n e i n f i v e r ec ru i t e r s h ave r e j ec t ed a c an d i d a t e

b ecaus e o f so m eth i n g t h ey h av e s een o n l i n e . T h e r eas on s f o r t h es e


40 | P a g e

r e j e c t i on s i nc lu d ed i d en t i f yi n g co mmen t s wh ich wo u ld co n f l i c t wi th

t h e bu s i n ess e t ho s , p r oo f o f l yi n g o n t h e C . V. o r o f f ens iv e comm ent s

ab ou t t h e cand i d a t es ‟ cu r r en t em plo ye r .

O f t h e 5 4 % o f r e c r u i t e r s w ho d i d n o t ch eck o u t c an d i da t es o n l i n e ,

t h e m ain r eas o n g i v en fo r n o t d o in g s o w as t h a t t he y f e l t i t w as

i r r e l ev an t an d 20 % o f t he r ec r u i t e r s f e l t i t w as u n e th i ca l .

T h e em pl o ye r s ‟ q u es t io nn a i r e a l so f ea t u r ed sev e ra l qu es t i ons

i d en t i c a l t o t h os e p os ed t o j o b -s eek er s . T h es e wi l l b e a n a l ys ed i n

m o re d e t a i l l a t e r on i n t h i s p ap e r .

T h e em plo ye r s s ec t io n o f t h e s t ud y p r ov id es so m e con t ex t fo r t h e

ex amin a t io n o f j ob - s eeke r s r e sp ons e s . I t a l s o s ho ws u s t h a t i n t e rm s

o f t h e us e o f so c i a l m ed i a i n r e c ru i tm en t , I r i s h em plo ye r s , wi th an

8 7 % p a r t i c i p a t i on r a t e14

, a re a t a f a i r l y s im i l a r l ev e l t o t h e USA

w h e r e 8 3 % o f emplo ye r s s u r ve yed i n 2 0 10 b y J o bv i t e a re n o w u s i n g ,

o r p l an n in g to u se s o c i a l m ed i a fo r r ec r u i t i n g ( J o bv i t e , 20 1 0) .

D u e t o t h e q u es t io n na i r e h av i n g s om e n on - comp ul so ry q u es t i ons

i n c lu d ed , t h e r e was a l o w p ar t i c i pa t i on r a t e wi th so m e o f t he

q u es t io ns , and as a r e su l t , t he s e h ad to be d i s ca rd ed . T hes e q u es t io ns

f o cus ed on w h a t pe r cen t age o f r ec r u i tm en t had b een do n e th r ou gh

v a r i ou s m ed ium s ov e r t he p as t t w e l ve mo nt hs , and w h a t p e r cen t age

w h e r e ex p ec t ed to b e ca r r i ed ou t o ve r t h e comi n g t w e l v e mo nth s .

T h es e qu es t i on s cou ld h av e sh ed im po r t an t l i gh t ov e r t h e po t en t i a l

i n c r ea s e o f r e c r u i tm en t v i a so c i a l med i a an d th i s w ou ld b e an a r ea

w h ich sh ou ld b e ex ami n ed i n fu tu r e r es ea r ch .

14

87% comprises of respondents using social media currently in the hiring process, in any capacity.


41 | P a g e

J ob -s eek ers R esp on ses

Wh en d es i gn in g the m ain pa r t o f t h e su r v ey, t h e q u es t io ns d i r ec t ed to

j ob - seek er s , t h e a im w as to e s t ab l i s h w h ich s o c i a l m ed ia s i t e s t h e y

u s e , t h e re a so ns wh y p eo p le us e s o c i a l m ed i a , ho w t he y v i ew so c i a l

m ed i a i n r e l a t i o n t o r e c ru i tm en t , wh e th e r t h e y h ad ev e r h ad an y

ex p e r i en ce o r co n tac t w i t h em pl o ye r s o r r e c r u i t e r s v i a s o c i a l m ed i a

an d th e i r gene r a l op in io ns in t h i s a rea .

T h e id ea o f “ I t ‟ s no t w ha t yo u know , b u t wh o you kno w, t ha t ma kes a

d i f f e r en ce” w as a l so ex p l o r ed in m o r e d e t a i l , t o s ee i f t h a t b e l i e f w as

h e ld , an d i f i t w as , d i d j ob -s eek er s l ev e r age th e i r o f f l i n e o r o n l i n e

co nn ec t io ns to any g r ea t ex t en t t o a s s i s t t h em i n f i nd in g n ew

em plo ym en t . Th i s q u es t io n w as a l so p os ed t o empl o ye r s t o s ee i f

t h e r e w as an y co r r e l a t i o n b e tw een t he o p i n i on s o f b o th g r o u p s an d

t h e r es u l t s wi l l b e an a l ys ed f u r th e r i n t h e p ape r .

T o es t ab l i sh ho w m u ch t h e r e sp ond en t s us e so c i a l m ed i a , som e

gen e r a l qu es t i on s o f so c i a l m ed i a us age w e r e po s ed .


42 | P a g e

F i g u r e E : J o b - S e e k e r s U s a g e o f S o c i a l M e d i a

T h e r e sp ons e s t o t h i s q u es t io n t i e s i n w i t h t h e ov e r a l l p o pu l a r i t y o f

Faceb oo k ( s ix t y- n i n e us e r s ) , Li n k ed In ( f i f t y u s e r s ) an d T wi t t e r

( t h i r t y- t h r ee us e rs ) . Th e “O th e r ” op t i on i n c lu d ed Fou rS qu a r e , a

l o ca t i on b as ed s i t e , Fo r mSp r i n g15

, B l o gge r , A Sm a l lWo r l d16

, Qube17

,

Bo a r ds . i e and Xb ox Li v e18

.

Wh en i t c am e to t h e „ Wh y ‟ q u e s t io n , r e s u l t s aga in w e re b r o ad l y i n

l i n e w i th t h e d es ign ed an d wi d e l y accep t ed us e s f o r each o f t he s e

s i t e s , wi th t h e ma jo r i t y o f u s e r s (4 4% ) s t a t i n g “keep i ng i n t o u ch ” as

t h e p r im a r y r ea s o n . T o lo ok b r i e f l y a t t h i s p o in t a t s o c i a l m ed i a i n

r e c r u i t m en t ; t h i r t y - f iv e o f t h e e i gh t y - f iv e r es po nd en t s d id s t a t e t h a t

t h ey u s ed so c i a l med i a t o “lo o k for emp lo ym en t” .

15

FormSpring is a questions and answers website. 16

ASmallWorld is a private online social networking community, accessible by invitation only. 17

Qube is a luxury and exclusive online professional networking site, which requires a paid subscription. 18

Xbox Live is an online multiplayer gaming website.


43 | P a g e

F i g u r e F : J o b - S e e k e r s R e a s o n s f o r U s i n g S o c i a l M e d i a

R esp on den t s w e r e t h en a sk ed “ Wha t do you th ink i s th e main

pu rp os e o f ea ch o f th e f o l low i ng s i t es ? ( I . e . i s i t fo r wor k us e ,

p e r s ona l us e , b o th , a d ver t i s ing , young p eop l e , e t c . ) Y ou ca n an sw er

t h es e ev en i f you do n ot us e ea ch o f th es e s i t e s . ”

A t t h i s p o i n t , t h e r e w as o n l y a s ma l l p r op o r t i on o f r e s po nd en t s

h o l d i n g th e o p i n ion t h a t t h e s i t e s m ai n pu r po se w as f o r r e c ru i tm en t

w i t h on l y a v e r y sm a l l p e r cen t age v i ewi n g „R ecru i tm en t ‟ a s a

p u rp os e fo r t h e s i t e , g i ven t h a t 4 1% u s e s o c i a l m ed i a s i t e s t o l o ok

f o r em pl o ym en t , i t sh o ws t h a t p e r hap s t h e r e i s so me i mb a l an ce

b e tw een wh a t us e r s a r e l oo k in g f o r , ve r s us t h e s e r v i ces o n o f f e r wi t h

t h es e so c i a l med i a s i t e s .

1 9 % f e l t t h a t t h e m ai n f un c t io n o f T w i t t e r w as „ Wo r k P ur po se s or

N e t wo rk in g ‟ , 5 4 % s h a red t ha t o p in io n f o r Li n ked In , 1 6 % f o r

Faceb oo k and 2 5 % f o r Bl o gs .

D es p i t e t h e m aj o r i t y o f t h e r es ea r ch to d a t e b e in g f o cu sed on s oc i a l

m ed i a and m ar ke t in g , and t h i s b e in g th e i n i t i a l p u r po se f i r ms u se

s o c i a l m ed i a f o r , l e s s t han 14 % r es pon d en t s v i ew m ark e t i n g a s b e i n g

t h e m ain pu r po se o f e i t he r Tw i t t e r o r Faceb oo k , and o n ly 6 . 2 5 % s ee


44 | P a g e

i t a s t h e f un c t io n o f B l o gg i n g an d 2 . 7% a s t h e fu nc t i on o f Bebo . 0 %

s ee ad ve r t i s in g as b e in g t h e m a in fu nc t i on o f Li n k ed In .

F i g u r e G : J o b S e e k e r s O p i n i o n s o f S o c i a l M e d i a S i t e s 19

Lo o k i n g s pec i f i c a l l y a t j o b - s eek e rs t h ou gh t s on so c i a l m ed i a i n

r e c r u i t m en t , a f t e r a s k i n g: “Ha v e y ou p ers ona l ly ever us ed so c i a l

med i a s i t e s f o r any o f th e f o l l ow in g p urpo ses ? ” , w e see t h a t 58 %

o f r es po nd en t s d o n o t us e s o c i a l med i a t o en gage wi th em pl o ye r s ,

t h ey u s e i t m o re a s a t o o l t o o b t a i n i n f o rm at i on , t o l o ok f o r

v acan c i es an d t o re s e a r ch t h e co mp an y. 2 6 % o f r es po nd en t s a c t u a l l y

u s e so c i a l m ed i a t o en gage , o r con v e rse wi th emp lo ye r s .

19

T h i s q u e s t i o n w a s a f r e e - t e x t q u e s t i o n a n d t h e r e s u l t s h a v e b e e n g r o u p e d

t o g e t h e r b y s i m i l a r a n s w e r s t o f o r m a n e a s i e r t o a n a l y s e s e t o f r e s p o n s e s .


45 | P a g e

Wh en th i s i s com pa r ed w i th U K r e s ea r ch b y Br av e N ew T a l en t , 6 7%

o f G en er a t io n Y i s h ap p y t o b e in v i t ed t o en gage o r con v e rs e wi th

em plo ye r s o n l i n e an d 6 2 % a r e h app y t o b e i nv i t ed t o j o i n em pl o ye r

co mmu ni t i es . Fu r the r r e s ea rch sh ow s t h a t 79 % of U K Gen e r a t io n Y

u s e S o c i a l M ed ia t o f i nd o u t abo u t o p po r t un i t i e s wh i l s t 81 % a r e

r e cep t iv e to emp loye r s .

Wh a t i s n o t app ar en t f r om th i s i s w h e th e r t h e r e i s a cu l tu r a l

d i f f e r en ce b e t ween t h e U K an d I r e l and , wh e t h er I r e l an d w i l l f o l l ow

s u i t , and i f I r e l an d d o es , w hen th a t wi l l b e .

F i g u r e H : J o b - S e e k e r s : S o c i a l M e d i a i n R e c r u i t m e n t

T o s ee t h e ex t en t o f u sage o f s o c i a l med i a f o r r e c ru i tm en t pu rp os e s ,

r e s po nd en t s w e r e as k ed i f t h e y h av e been con tac t ed d i r ec t l y t h r o u gh

a s o c i a l m ed ia s i t e abo u t j o b o pp or t un i t i e s . O f t he s ev en t y- f i v e

r e s po nd en t s , t h i r t y - t h r ee h ad b een p r ev i ou s l y co n t ac t e d th r ou gh a

S NS in re l a t i on t o a j o b op po r t un i t y.

O f t h e 44 % w ho had b een con t ac t ed ab ou t j ob op po r t un i t i e s t h r ou gh

S NSs , 6 4% o f t ho se h ad p r ev i ous l y s t a t ed t h a t t he y t h em s e lv e s us ed

S NSs as a wa y t o l o o k f o r vacan c i es an d 5 5% us ed S NSs t o p ro mo te

t h ems e l v es i n o rd er t o s ecur e empl oym en t an d o n l y 1 2 % h ad us ed


46 | P a g e

S NSs to sp eak wi th an em plo yee o f an o r gan iz a t i on wi t h rega r d s t o

an i n t e rv i ew .

4 5 % o f t h os e wh o h ad nev e r b een con t ac t ed th ro u gh S NS s r ega r d i n g

j ob o pp o r t un i t i e s d id n o t u s e so c i a l m ed i a f o r an y r ec r u i t m en t

p u rp os e s t h ems e lv es .

F i g u r e I : J o b - S e e k e r s C o n t a c t T h r o u g h S o c i a l M e d i a

T o es t ab l i sh th e r e s po nd en t s ‟ op in io ns o f so c i a l m ed i a i n

r e c r u i t m en t , t h ey w e r e p os ed w i th th e q u es t io n “ How d o you f ee l

a bou t b e in g con ta c t ed th ro ugh S oc i a l Medi a S i t es a bou t job

o ppo r tun i t i e s? ”


47 | P a g e

F i g u r e J : J o b - S e e k e r s T h o u g h t s o n S o c i a l M e d i a i n R e c r u i t m e n t

T h e ma jo r i t y o f r e s po nd en t s h e l d a gen e r a l l y p o s i t i ve o p i n i on on

b e in g co n t ac t ed v i a s o c i a l m ed i a wi th r ega r d s t o j ob - op p or tu n i t i e s ,

w i t h on l y 1 0 % of re s po nd en t s h o l d i n g a nega t i v e po in t o f v i ew. T h e

o n e r esp on d en t t o an s wer “Ot he r ” he ld t h e op i n i on t h a t i t i s “ Fin e t o

b e co n ta c t ed b y co m pa n i es , bu t d e f in i t e l y NOT b y ag en c i es” and a

s econ d r e sp on d en t w h o ans w er ed t ha t t h ey p r e f e r t o h ea r ab ou t

v acan c i es i n t h i s m ann e r a l s o s a id t ha t : “ As l on g a s t h ey ar e

t a r g e t ed a nd r e l eva n t o pp or tu n i t i e s , t h en d e f in i t e l y I exp ec t t o h ea r

f ro m t h em ab ou t j o bs . S o c i a l m ed i a i s s o m u ch b e t t er t h en as you

u su a l l y h ear f r o m d ec i s i on ma ker s , no t t i me w as t in g ag en c i es ! ”

F r o m a r ec r u i t men t agen cy p e r s pec t i v e , t h e se a r e i n t e r es t in g

o p i n i on s and on e s w h ich wo u ld r a i s e m an y q u es t io ns ab o u t p r i v acy

an d e t h i ca l b eh av io u r . A s w i t h th e 22 % w ho in d i ca t ed t h a t t h ey a r e

„ o p en to h ear i ng ab o u t vacan c i es on ce t h ey ha ve in d i ca ted t ha t t h i s

i s a ccep t ab l e ‟ , t h e q u es t io n o f ho w th i s s t an ce can b e co mm uni ca t ed

m us t b e r a i s ed . L i n k ed In i s t h e o n ly S N S whi ch a l l ow s u s e r s t o


48 | P a g e

i nd i ca t e t he i r w i l l i n gn es s t o b e con t ac t ed r ega r d i n g em pl o ym en t

o p po r t un i t i e s , an d t h i s i s n o t n a r ro w ed do w n to „b y an agen c y‟ o r „ b y

em plo ye r s o n l y‟ . Fr o m a w ebs i t e dev e lo pm en t p o i n t o f v i ew, t h i s

co u l d b e an in t e r e s t in g av en u e t o ex p lo r e and an a r ea wh i ch w a r r an t s

f u r t h e r r es ea r ch in to a t t i t ud es an d b ehav io ur s .

T o lo ok a t t h e evo lv in g a t t i t u d es o f r e s po nd en t s , t h e s u rv e y w as

d e s i gn ed t o t ak e a s n apsh o t o f t h e cu r r en t u s age o f S NS s as a t o o l

f o r j ob h un t i n g . In o r de r t o ga i n th i s im age , a n umb er o f qu es t io ns

w e r e a sk ed ab ou t r e s po nd en t s ‟ cu r r en t u s age o f so c i a l m ed i a an d

t h e i r ex p ec t ed us e o f s o c i a l m ed ia o v er t h e n ex t t w e l v e mo nt hs .

T h e r e sp on s e t o t h e qu es t io n : „D o y ou us e s o c ia l med i a as a job

hun t i ng to o l? ‟ w as fo r t y- o n e s ayi n g „Y es ‟ and t h i r t y- f i ve s ayi n g

„ N o‟ . Th i s comp a red w i th a p l an ned i n c r eas e o f t h e „Y es ‟ g r o up ,

i n c r ea s in g t o f i f t y- t h ree us e r s o v er t he n ex t tw e l v e m on th s an d wi t h

„ N o‟ g r ou p d ec r eas i n g acco rd in g l y t o t w en t y- t h r ee .


49 | P a g e

Yes54%

No46%

Figure K: Do you use social media as a job

hunting tool?

Yes70%

No30%

Figure L: Do you intend to use social media as a job hunting tool in the

next 12 months?

T hi s w ou l d p er h aps i nd i ca t e t h a t w e a r e f o l lo wi n g b o t h t h e U K and

U S A i n t e r ms o f ou r us e o f so c i a l med i a s i t e s .

T o e s t ab l i sh th e I r i s h s u cce ss t o d a t e us i n g SN Ss t o f i nd

em plo ym en t , r e s pon d en t s w er e as k ed ab ou t t h e i r ow n exp e r i en ce w i th

S NSs in t e r ms o f s ecu r i n g an i n t e rv i ew o r a j o b . To ex p lo r e f u l l y t h e

s u ccess r a t es , r e sp o nd en t s w e r e a sk ed to d i f f e r en t i a t e b e t w een

ac t ua l l y s ecu r in g a j o b t h ro u gh S NS s an d s ecu r i n g an i n t e rv i ew .

R esp on den t s w e r e a s k ed ab ou t t h e i r o w n ex p e r i en ce , and t h e i r

k n ow led ge o f an yo n e e l s e w h o m a y h av e s ecu r ed an i n t e r v i ew o r j ob

t h ro u gh t h e us e o f S NSs .

T h i s s econ d q u es t io n do es h av e i t s l im i t a t i on s i n t h e f ac t t h a t man y

o f t h e re sp on d en t s m a y h av e kn ow n each o th e r an d th e r e fo r e m a y

h av e b een an sw er in g ab o u t t h e s am e p e r so n h o w ev e r , w i t ho u t b e in g


50 | P a g e

ab l e t o go i n to t oo m u ch d e t a i l i n t h e l imi t ed s pace o n th e

q u es t io nn a i r e , t h e r e s po ns es sh ou l d s t i l l b e ab l e t o g i ve u s an i n i t i a l

i d ea ab ou t t he p r ev a l en ce o f s oc i a l m ed i a i n r e c ru i tmen t . I t i s an

a r ea th a t co u l d be ex p l o r ed in mor e d e t a i l i n f u r the r r e s ea r ch .

F i g u r e M : S e c u r i n g E m p l o y m e n t … M e d i a F i g u r e N : K n o w l e d g e o f O t h e r s … M e d i a

T o l oo k a t t he succe s s r a t e s o f o u r r e s po nd en t s , 2 6%, o r t w en t y

r e s po nd en t s , s ecu red a t l e as t an i n t e r v i ew t h r ou gh t h e u s e o f S NS s .

J us t f ou r o f t h es e r e s po nd en t s , s ecu r ed em pl o ym en t t h r o u gh S NSs .

Wh en w e com par e t h i s wi th t h e i r u s age o f S NSs , a l l r e s po nd en t s

s t a t ed t ha t t h e y d o u s e S NS s a s a j o b h u n t i n g to o l . On l y o n e o f t h es e

r e s po nd en t s h a s s t a t ed t h a t t h ey n o lo n ge r i n t en d to u s e SN Ss in t he

n ex t t w e l v e mo nth s a s a j o b h un t in g to o l . T h i s p e r so n h ad s ecu r ed an

i n t e rv i ew th r ou gh S NSs .

I f c a r r yi n g o u t t h i s r e s ea rch aga i n , i t w o u l d b e b ene f i c i a l t o h av e an

o p en t ex t b ox a f t e r t h es e tw o q u es t io ns to a sk f o r t h e r e a s on th e

r e s po nd en t s wo u l d o r wo u l d no t u se S NSs f o r r e c ru i tmen t p u r po s es

i n t h e n ex t t w e l v e m on th s , i f t h ey w e r e a l r e ad y u s in g th em .

T o ex p lo r e t h e m ain t h em e o f t h i s p ape r a l i t t l e fu r th e r , an d to ge t an

o v e rv i ew o f t h e p o i n t o f v i ew th e r e sp o nd en t s m ay h av e h e ld , e ach

r e s po nd en t w as as ked h o w t h ey s ecu r ed t h e i r mos t r e cen t j ob .


51 | P a g e

F i g u r e O : J o b - S e e k e r s C u r r e n t E m p l o y m e n t

O v er a q u ar t e r o f r e s po nd en t s , t he m aj o r i t y a t 2 7 %, s ecu red t h e i r

m os t r e cen t p os i t i on t h r ou gh „ R ecru i t m en t A g en c ie s o r t h ro ug h

C ar eer G u i da n ce A d v i ce ‟ . Sh ou ld th i s r es ea r ch b e co nd u c t ed aga i n ,

d iv id i n g t h es e in t o t w o s ep a ra t e op t io ns wo u ld b e b en ef i c i a l .

1 8 % of r e sp on d en t s an sw er ed t ha t t he y o b t a i n ed th e i r m os t r ecen t

p os i t i on th r ou gh a „ H ea d - hu n t er ‟ . A d e f in i t i o n o f w h a t i s a h ead -

h u n t e r sh ou ld h ave b een p ro v id ed in t h e q u es t io nn a i re . Th e r e h as

b een con fu s i on in t h e p as t ab ou t wh a t i s a h ead - hu n te r v e r su s a

r e c r u i t m en t agen c y. So me p eop l e b e l i ev e th a t i f t h ey a r e n o t a c t iv e l y

l oo k i n g f o r n ew em pl o ym en t and a r e t h en con t ac t ed b y a r e c ru i tm en t

agen c y w h o t h e y h ad p r ev io us l y r eg i s t e r ed wi t h , t h en th i s i n d i ca t es

t h a t t h ey w e r e „ h ead - hu n t ed ‟ . A m o re accu r a t e d e f i n i t i o n o f h ead -

h u n t i n g wo u ld b e t h a t a com p an y o r emp lo ye r i n d i ca t ed th a t t h ey

w an t ed to m ee t p a r t i cu l a r i n d iv id u a l s , s u ch a s M r X , M rs Y an d M s Z

an d gav e t h i s r equ i r em en t t o a h ead - hu n t e r o r r e c ru i tm en t agen c y o n

t h e p ro v i s io n t h a t t h ey w o u ld l oca t e t h es e sp ec i f i c i nd iv id u a l s and

ge t t hem t o s p eak w i t h t h e c l i en t co mp an y. A s n o d ef i n i t i on w as

p r ov id ed an d th e e r r o r o f d e f in i t i o n i s f r equ en t l y m ad e , i t i s

i mp or t an t t o k eep i n m in d t ha t s om e o f t h i s 18 % m a y h av e ac tu a l l y

s ecu red empl o ym en t t h r ou gh r ec r u i t m en t a gen c i e s .


52 | P a g e

T h e s eco nd m os t co mm on w a y t o s ecu r e emp lo ym en t was t h r ou gh a

„ p e r s on a l con n ec t io n ‟ . Th i s w as m a t ch ed a t 19 % b y a co m bi na t i on o f

b o t h on l in e an d t r ad i t i on a l ad v e r t i s emen t s .

J us t 4 % o f r e sp on den t s , o r t wo i nd iv id u a l s , s ecu r ed th e i r mo s t r e cen t

p os i t i on th ro u gh SN Ss . Of th es e tw o r e s po nd en t s , o n e w o r ks i n IT

an d th e s eco nd in M ar ke t in g . T h e m ar k e t i n g r e sp ond en t f u r th e r

c l a r i f i ed th e i r p os i t i o n b y ex p l a i n i ng t h ey r ep l i ed to an ad v e r t on

Li n k ed In . Wh a t w ou ld b e b en e f i c i a l a t t h i s s t age i s t o kn o w w h e t he r

t h i s r e sp on d en t r ep l i ed t o a pa id adv e r t on Li n k ed In ( ap p rox . $ 25 0 to

p os t a p a i d adv e r t ) o r i f t h e r es po nd en t r ep l i ed t o a f r e e j o b po s t i n g

o n Li n k ed In w h i ch w o u l d b e p a r t o f t he „ G ro up s ‟ s ec t i on , w h e r e l i k e -

m in ded i nd i v i du a l s , o r t hos e wi t h so m eth in g in co mmo n , su ch a s

geo gr ap h i ca l a r ea , i nd us t r y e t c . , c an po s t j o bs on a d i s cus s i on bo a r d .

T h i s w ou l d b e im po r t an t t o l o ok a t i n fu r th e r r es ea r ch a s i t wo u ld

g i v e a mu ch c l ea r e r p i c tu r e a s t o w he t h er t h i s p a r t i cu l a r i nd iv i du a l

d id t ru l y s ecu r e em pl o ym en t t h r ou gh so c i a l n e tw o rk in g , ve r su s a

n ew er v e r s i on o f t he an on l in e j obs b oa r d .

T h e 1 9% wh o s ecu r ed th e i r mo s t r e cen t j ob t h r ou gh a pe r so n a l

co nn ec t io n a r e o f g r ea t im po r t an ce to t h i s s t ud y. O f t h e 1 9 % ( tw e lve

r e s po nd en t s ) w ho s ecu r ed th e i r mo s t r e cen t pos i t i on t h r ou gh a

„ P ers on a l C on n ec t i on ‟ , f i v e do n o t cu r r en t l y u s e S NS s as a j ob

h u n t i n g t oo l , f ou r d o n o t i n t en d to u se i t a s a t o o l and n i n e h av e no t

s ecu red an i n t e rv i ew o r j ob th r ou gh SN Ss . Th r ee p e r so na l l y s ecu r ed

i n t e rv i ew s and f ou r kn ew p eop l e w h o s ec u r ed in t e rv i ew s an d a

f u r t h e r tw o k n ew peo p l e wh o h ad s ecur ed em pl o ym en t t h ro u gh S NSs .

I t i s i m po r t an t t o e s t ab l i s h th es e r e s po nd en t s b ack gro u nd a t t h i s

s t age in o rd e r t o an a l ys e i t con t ex tu a l l y a ga i n s t t h e b e l i e f t h a t „ I t ‟ s

n o t w ha t yo u know , b u t wh o kn ow ‟ .

A t t h i s p o in t o f t h e su r v ey, b o th job - s eek e rs and em pl o ye r s w e r e

a s k ed th e s am e qu es t i on s . Bo th w er e f i r s t a s k ed „ Have yo u ever

a sk ed a f r i en d / f am i l y m em b er to he l p yo u s ecur e a job ( u s in g an y

p e rs ona l conn ec t i on s? ) . ‟


53 | P a g e

R esp on den t s w e r e g i v en fo ur cho ice s a t t h i s s t age i n o rde r t o ans w er

t h e q u es t io n ; a ) Y es , b ) N o , c ) Y e s , bu t I wo u l dn ‟ t ag a in a nd d ) N o ,

b u t I w ou ld in t h e fu tu r e .

T o ge t a t r u e ov e r v i ew o f s en t im en t t ow ar ds „ I t ‟ s no t w ha t yo u kn ow,

b u t wh o yo u know ‟ t h e qu es t i on w as b ro k en do w n i n t o t h es e

ca t ego r i es . As th e h yp o t h es i s a t t h e beg i n n in g o f t h i s qu es t i on n a i re

w as t h a t p eop le do l ev e r age t h e i r „ rea l - wo r ld ‟ con nec t i on s to h e lp

t h em f i nd em plo ym en t , ye t k no wi n g tha t t h i s c an l e ad to d i f f i cu l t i e s ,

p u t t i n g s t r a in s o f r e l a t i on sh ip s an d f r i en ds h i ps , i t w as i mp or t an t t o

ga i n a t ho r ou gh o ve r v i ew o f t h e r e sp on d en t s ‟ f e e l in gs in t h i s a r ea .

41%33%

22% 4%

Figure P: Job seekers: Have you ever asked a friend / family

member to help you secure a job (using any personal

connections?)

Yes

No

No, but I would in the future

Yes, but I wouldn't do it again

38%25%33%

4%

Figure Q: Employers: Have you ever asked a friend / family

member to help you secure a job (using any personal

connections?)

Yes

No

No, but I would in the future

F i g u r e P : J o b - S e e k e r s : P e r s o n a l C o n n e c t i o n s F i g u r e Q : E m p l o y e r s : P e r s o n a l C o n n e c t i o n s

T h e m a jo r i t y o f b o th jo b s eeke r s (41 % ) and em pl o ye r s ( 35 % ) h av e

a s k ed p er so n a l co nn ec t io ns to h e lp th em s ecu r e em pl oym en t i n t he

p a s t and w ou ld no t h e s i t a t e i n do i n g so aga i n . A mi no r i ty o f b o t h job

s eek er s (4 % ) an d em plo ye r s ( 1 1 % ) h av e d on e so in t h e p as t b u t

w o u l d no t do i t aga i n in t h e f u tu r e . A t t h i s s t age th e d i f f e ren ces i n

o p i n i on em er ge w i th t h e s econ d l a r ge s t g r o u p o f j ob s eeke r s , a t 3 3%

n ev e r hav i n g a sk ed f o r a s s i s t an ce , and n o t p l ann in g t o i n t h e fu tu r e ,

v e r su s t h e s eco nd s m al l es t g r o up o f em plo ye r s a t 2 3 % s h a r in g th a t

o p i n i on . O n l y 2 2 % o f j ob s eeke rs wo u l d a sk t h e i r p e r so na l

co nn ec t io ns in t h e f u tu r e v e r su s 31 % o f emp lo ye r s .


54 | P a g e

A ga i n , sh ou l d f u r th e r r es ea r ch b e ca r r i ed ou t on t h i s t o p i c i n t h e

f u tu r e , t h i s w ou ld b e an a r ea w h i ch co u l d be ex p l o r ed f u r t h e r . T he

p s ych o l o g y an d l og i c b eh in d t h i s ques t io n m a y p r o v i de r e s ea rch e rs

w i t h an i ns i gh t i n to ho w i n f lu en t i a l p e r so n a l con n ec t i on s can b e i n

t h e wo r kp la ce .

F i g u r e R : J o b - S e e k e r s : I t ‟ s N o t … K n o w F i g u r e S : E m p l o y e r s : I t ‟ s N o t . . . K n o w

Wh en as k ed t h e a l l - im po r t an t qu es t i on abo u t w he th e r o r n o t „ Do you

b e l i e ve tha t i t ‟ s no t wh a t you kno w b u t wh o you know ‟ b o t h g ro up s

r e s po nd ed „ Y es ‟ ov e r wh e lmi n gl y . 7 5% o f j ob -s eeke r s ag r eed and a

s l i gh t l y s m a l l e r ma j o r i t y o f 62 % o f em plo ye r s . Th i s ans w er t i ed in

w i t h t h e p r ev i ous q u es t i on and the f ac t t h a t mo s t r e s po nd en t s ,

em plo ye r s an d job seek e rs a l i ke had p r ev i ous l y a s k ed , o r w e re

w i l l i n g to as k , p e r so n a l con n ec t io ns t o h e l p t h em i n f i nd in g

em plo ym en t .

O f t h e 1 9% ( t w e lv e ) o f j ob s eeke r s w ho p r ev i ou s l y a n s w er ed th a t

t h ey h av e s ecu red th e i r mo s t r ecen t j o b t h ro u gh a p e r so na l

co nn ec t io n , a l l b a r t w o be l i ev e th a t ye s , i t i s w ho yo u k n o w ra th e r

t h an w h a t yo u k now th a t co un t s .


55 | P a g e

In a t w i s t , t h r ee o f t h es e r es po nd en t s h ave ac tu a l l y n o t , no r wo u ld

t h ey, a s k a p e r s ona l co nn ec t io n to he l p th em s ecu r e a j ob ho w ev e r

t h es e th r ee do b e l i ev e t ha t ye s , i t i s a c a s e o f w ho yo u k n ow r a th e r

t h an w h a t yo u k now th a t co un t s w hen lo ok in g fo r w o rk .

T h e tw o r e sp on den t s wh o mo s t s ecu r ed t h e i r mos t r e cen t j o b th ro u gh

a p e r so n a l con n ec t i on ye t d o n o t b e l i ev e th a t i t ‟ s w ho yo u k n o w

r a th e r t h an wh a t yo u kn o w h av e b o t h a s k ed p e rs on a l con n ec t i on s t o

a s s i s t t h em in s ecur i n g a j ob an d wo u ld do so aga in .

F i g u r e T : J o b - S e e k e r s : F r i e n d s


56 | P a g e

F i g u r e U : E m p l o y e r s : F r i e n d s

T h e f i n a l qu es t io n a s k ed to bo th em pl o ye r s an d jo b s eek e rs w as

ab ou t t h e amo un t o f on l i ne co nn ec t ion s th e y h ad , v e r s us t h e amo un t

o f f r i en ds o r a cq ua i n t an ces t h ey h ad o f f l i n e . Fo r j o b - seek e rs , t h e

m aj o r i t y h ad b e t ween t w en t y an d f i f t y o f f l i n e f r i en ds an d t yp i ca l l y

b e tw een on e and t wo hu nd r ed o n l i n e co n nec t io ns .

E mp lo ye r s h ad m a in l y l e s s t han f i f t y o f f l i n e f r i end s an d m a in l y o v e r

t w o- hu nd r ed an d f i f t y o n l in e con n ec t io ns .

T h es e f i gu r es i nd ica t e t ha t empl o ye r s w e r e mo r e l i k e ly t o h av e a

l a r ge r s o c i a l n e t wor k t h an th e j ob -s eek e r s w ho m a in l y f e l l w i th in t h e

age g r o u p t w en t y- s ix t o t h i r t y - f i v e . Th e age r an ge fo r em pl o ye r s w as

n o t co l l e c t ed b u t w o u ld b e u s e f u l f o r co mp a r i so n p u rp os e s . I f

co nd u c t i n g t h i s r e sea r ch aga i n , i t w ou ld b e b ene f i c i a l t o c l a r i f y t h e

m ean in g o f t h i s q ues t io n in m o r e d e t a i l , t o ens u r e ev e ry r e s p o nd en t

u n de r s t an ds th e t e r m con nec t io n , f r i en d , a cqu a in t an ce e t c . T h i s

w o u l d a l l o w mo r e d e t a i l ed an a l ys i s be con du c t ed .


57 | P a g e

C on c lus i o n

T h e f o cu s o f t h i s pap e r w as t o ev a lu a t e w h e th e r o r no t j ob - s eek e rs i n

I r e l an d w er e in t e r e s t ed i n us i n g s o c i a l m ed ia f o r r e c r u i tm en t

p u rp os e s an d to s ee w h e th e r t h e y b e l i ev ed th e ad age o f „ I t ‟ s no t w ha t

yo u kn ow, bu t wh o yo u kn ow ‟ . I t w as ho p ed th a t t h e r e w o u ld b e a

l i n k b e t w een b e l i e f i n t h e s a yi n g an d an in t e r e s t i n u s i n g so c i a l

m ed i a f o r r e c ru i tmen t pu r po s es , p r ov in g t ha t j o b - s eek e rs w e r e u s in g

b o t h th e i r on l in e an d o f f l i n e con n ec t io ns t o a s s i s t t h em i n f in d i ng

em plo ym en t .

Wh en w e l oo k a t t h e r es u l t s o f t h i s s t ud y , a s a w ho l e i t ap p ea r s t h a t

j ob s eek e rs a r e cu r r en t l y u s i n g so c i a l m ed i a t o h e l p th em i n s ecu r i ng

n ew po s i t i o ns and th a t t h i s f i gu re i s s e t t o g r o w ov e r t h e n ex t t w e lv e

m on th s . R esu l t s i n a c t ua l l y s ecu r in g a j o b h av e n o t b een v e r y h i gh t o

d a t e , h o w ev e r t h i s co u l d b e d u e to a n um b er o f f a c t o r s , n o t l e a s t o f

w h ich i s t h e r ece s s i on whi ch h as h ad a ho ld o v er I r e l an d f o r t h e l a s t

e i gh t een mo nt hs an d f r om wh i ch w e a r e on l y b eg i n n i ng t o em er ge .

B y a l a r ge m a j o r i t y , a l l r e s po nd en t s b e l i ev e th a t i t i s wh o yo u k n ow

r a th e r t h an w h a t yo u k no w w hi ch m ak es a d i f f e r ence a l th o u gh t h i s i s

n o t comp le t e l y m i r ro r ed b y t h e r es po nd en t s b eh av iou r and t h e

co nv e r gen ce b e t w een l eve r ag in g „ on l i n e con nec t io ns ‟ an d „ o f f l i ne

f r i en ds ‟ h as n o t h ap p en ed ye t .

B y l o o k in g a t s ev er a l o f t h e k ey q u es t io ns i n t h i s s u r v ey w e ga i n a

s ens e o f us e r s en t im en t :

H o w d o yo u f ee l ab ou t b e in g con t ac t ed th ro u gh so c i a l m ed ia

s i t e s ab ou t j ob v acan c ie s?

o 9 0 % gen e r a l l y p o s i t i v e op in io n .

D o yo u u s e s o c i a l m ed i a a s a j o b hu n t i n g t oo l?

o 5 4 % cu r r en t l y u s e s o c i a l m ed i a t o a id i n j ob h un t in g .

D o yo u i n t end to us e so c i a l m ed i a as a j ob h un t in g t oo l i n t he

n ex t 1 2 m o nth s?


58 | P a g e

o 7 0 % ar e p l an n i n g o n u s in g s o c i a l m ed i a i n t h e job

h u n t i n g p ro ce ss .

H o w d i d yo u s ecu re yo u r mos t r e cen t j ob?

o Lar ges t m a jo r i t y ( 2 7 % ) th r o u gh r ec ru i tm en t agen c i es o r

c a r ee r gu i d an ce a n d t h e s eco nd l a rge s t m aj o r i t y ( 1 9 % )

t h ro u gh p er so n a l co n nec t io ns .

H av e yo u ev e r a sk ed a f r i end / f am i l y m em b er t o he l p yo u

s ecu re a j o b (u s i n g an y p e r s o na l con nec t i on s? )

o 6 3 % of j ob s eek e rs h av e o r wo u l d b e w i l l i n g t o and 7 1%

o f emp lo ye r s h av e o r w ou ld b e wi l l i ng t o a s k f r i en ds and

f ami l y t o as s i s t t h em i n secu r in g a j ob .

D o yo u b e l i eve tha t " I t ' s n o t w h a t yo u k n o w, b u t who yo u

k n ow " t h a t cou n t s w h en l oo k i n g fo r wo r k?

o 7 5 % o f j ob s eek e rs and 62 % o f em pl o ye r s b e l i ev e th a t

t h i s ad age i s t rue and t h a t w ho yo u k n ow i s m o re

i mp or t an t an d in f l uen t i a l t h an w ha t yo u kn ow .

Wi t h th e r e sp ons e s t o t h i s su r v ey, i t i s con ce i v ab l e t o b e l i ev e th a t

j ob s eek e rs w i l l co n t in u e t o ad ap t t o us i n g so c i a l m ed i a i n

r e c r u i t m en t an d a l th ou gh th i s m ay n o t r ep l ace o t h e r m et ho ds o f

r e c r u i t m en t , i f t h e t r en d co n t i nu es a s i t i s , i t w i l l b ecome a k ey j o b -

h u n t i n g to o l i n t h e j ob - seek er s b e l t .

T h e r e s ea r ch con c l ud ed th a t t he r e w as a co nn ec t io n b e t w een t he

b e l i e f t h a t i t ‟ s wh o yo u k no w r a t he r t h an wh a t yo u k n ow w hi ch

m ak es t h e d i f f e rence w h en i t com es to j o b -h un t in g and a w i l l i n gn es s

t o us e s o c i a l m ed i a t o a i d i n t h e jo b s ea rch . Th i s i nd i ca t es t h a t

p eop l e a r e s h i f t i ng f r o m u t i l i s in g o n l y t h e i r o f f l i n e f ami l y an d

f r i en ds , a g ro up w h ich i s t yp i ca l l y l e s s t h an f i f t y s t r o n g , t o n ow

u s i n g th e i r so c i a l co n n ec t i ons an d o n l in e f r i ends , a g r o u p wh ich

t yp i ca l l y co n s i s t s o f b e t w een on e and t wo hu nd r ed in d i v i du a l s . B y

u s i n g th i s l a r ge r o n l in e n e t wo rk in g g r o u p , j o b - s eek e rs a r e c as t i n g

t h e n e t wi d e r and in c r eas i n g th e i r ch ances o f co nn ec t in g an d


59 | P a g e

en gag i n g wi th s omeo n e w ho m a y b e in a p os i t i on t o h e lp th em s ecu re

a j o b .

T h e us e o f so c i a l m ed i a i n r e c ru i tm en t i s a l r e ad y q u i t e w i desp r ead i n

b o t h th e U K and th e USA an d th e l a r ge m ul t i n a t i on a l co r po r a t i on s

a r e m ak i n g s t ro n g u s e o f t h i s i n o t h e r m a rk e t s w i th as m an y a s 8 0 %

o f com pan i e s i n t h e US A s t a t i n g th a t Li n ked In i s t h e i r p r im a r y

r ec r u i t m en t t o o l an d o r gan i s a t i on s s u ch a s Brav e N ew T a l en t

i d en t i f yi n g 1 5 00 su i t ab l e app l i c an t s w i t h n o f i n an c i a l b u d ge t a t a l l ,

a l l t h ro u gh t h e us e o f s o c i a l m ed ia .

Wh en w e t ak e in to acco un t t h e m em ber s h ip f i gu r es i n I r e l and o f t he

m ai n so c i a l n e tw or k in g s i t e s , w e can s ee th a t t he m ajo r i t y o f t h e

I r i s h pu b l i c h av e r ead i l y em b r aced so c i a l n e t wo r k in g . N o w w e a r e

s t a r t i n g t o s ee th e u s e s o f t h es e s i t e s m ov i n g f r om b e in g p u r e l y a

p l ace to k eep i n t ou ch wi t h f ami l y an d f r i end s to h av i n g a m uch m or e

p r o fo un d i mp ac t .

In ad d i t i o n to t h e ch an g in g us e o f so c i a l m ed i a , ov e r t h e n ex t yea r o r

s o , w e can ex p ec t t o s ee a chan g in g d emo gr aph i c p r o f i l e o f u s e r s ,

w i t h t h e l aun ch o f m o r e sm ar t ph on es an d t ou ch s c r een d ev ice s l i k e

t h e iP ad , bo th a yo u n ge r an d o ld e r au d i en ce c an be ex p ec ted t o be

a t t r a c t ed to us e s o c i a l m ed i a .

T h e r e i s m u ch ro om fo r fu r t h e r r es ea r ch o n th i s t op ic , bo th i n I r e l and

an d fu r t h e r a f i e ld . R esea r ch a r ea s co u l d i n c lu d e a mo r e in -d ep th

an a l ys i s on t h i s t op i c , an ex ami n a t i on o f t h e r e l i an ce cu r r en t l y an d

ex p ec t ed o n so c i a l m ed i a i n r e c r u i tm en t b y j o b -s eek er s and

em plo ye r s , a s t udy o f t h e l ev e l and t yp e o f j ob s wh i ch so c i a l

r e c r u i t i n g i s o p t im i s ed a t an d an ex amin a t io n o f so c i a l r e c ru i t i n g

am on gs t t h e d i f f e r en t d emo gr ap h i c g r ou ps .


60 | P a g e

T o sum up m y f ee l in gs t o war ds so c i a l m ed i a i n r ec r u i tm en t an d i t s

ev o l u t i on t hus f a r an d s t i l l t o com e :

“T h er e i s no con s ta n t bu t cha ng e , a s t h e sa y in g go e s , so m uch

o f t h i s w i l l co n t i nu e t o evo l ve a s soc i a l n e t wo rk in g s i t e s f i n d

t h e i r r o l e a mi ds t m o r e t r ad i t i on a l r ec r u i t m en t me th od s . I n t he

m ea n t i m e , i t i s f a s c i na t in g to wa t ch the pr o cess u n f o l d .”

A n n e Be i t e l , M an ag i n g Di r ec t o r , Ex ecu t i ve s O n l i n e


61 | P a g e

Bi b l i og raphy

A l de r , M. ( 20 09 ) . R ecru i t i ng , R e ta in in g a nd M an ag in g Gen Y .

Lo n d o n : Br av e N ew P l an e t .

A W eb e r . (2 01 0 , J un e 2 3 ) . A Web er Su rvey F i nds S m al l B us in e ss es

I n ve s t i ng M or e In E m ai l Ma r ke t in g , Lo o k to In t egr a t e Soc i a l

M ed i a . R e t r i ev ed Ju l y 5 , 20 10 , f ro m w w w .AW eb er . co m :

h t t p : / / w w w. bu s in e ss wi r e . com /p or t a l / s i t e / ho m e/p e rm a l in k /? ndm

V i ew Id =n ews _v i ew&n ew s Id =2 0 10 06 230 0 58 62 &n ew s Lan g=en

Bo yd , D . M. , & E l l i so n , N . B . ( 20 08 ) . S o c i a l N e t w or k S i t e s :

D e f in i t i on , Hi s to r y and S ch o l a r s h i p . Jo ur na l o f Co mp ut e r –

M ed i a t ed C o mm un ica t io n , 2 10 - 23 0 .

Br av e New T a l en t . ( n .d . ) . R e t r i ev ed J u l y 1 1 , 20 10 , f ro m

h t t p : / / un hu b . com/ lu c i an

Br eak in gn ews . i e . (2 0 10 , J u l y 2 1 ) . www .b r ea k i ng n ews . i e . R e t r i ev ed

J u l y 2 1 , 20 10 , f rom

h t t p : / / w w w. br eak ingn ew s . i e / wo r l d / f aceb oo k - reach es -h a l f - a -

b i l l i o n - us e r s - 46 63 36 . h tml

Bu s i n es s & Fi n an ce . (2 01 0 , M a y 2 7 t h ) . Yo ur l o ca l T D ma y b e

' f o l l o win g ' yo u s o s oo n . Bla ck G ol d , p . 5 9 .

C aan , J . (2 00 9 , J une 20 ) . Mik e T a yl o r In t e r v i ews J am es Caan ab ou t

S o c i a l M ed ia an d Rec r u i tm en t . ( M. T ayl o r , In t e r v i ew er )

C am pb e l l , I . ( 20 1 0 , J u n e 11 ) . Web w ork i ng i t s w a y in t o r ec r u i t m en t .

R e t r i ev ed J un e 1 1 , 2 0 10 , f rom Ir i s hT im es On l in e :

h t t p : / / w w w. i r i sh t im es . co m/ new sp aper / f i n an ce / 20 10 / 06 11 /1 22 42

7 2 27 12 49 .h t ml

C en t r a l S t a t i s t i c s O f f i ce . ( 20 10 ) . C ent ra l S ta t i s t i c s O f f i ce . R e t r i ev ed

J u l y 2 0 , 20 10 , f rom CS O:

h t t p : / / w w w. cs o . i e / re l e as e sp ub l i c a t i on s / do cum en t s / po pu l a t i on /2

0 0 8 /p op lab fo r _2 011 - 20 41 .p d f

D e , K . ( 20 10 , Ma y 2 ) . Bi z Gr owt h M ed i a . R e t r i ev ed J u l y 1 0 , 20 10 ,

f r om ww w .f acebo ok . co m : h t tp : / / ww w . f acebo ok . co m/n o t es /b i z -


62 | P a g e

gr o w th -m ed i a -d i g i t a l -m a rk e t in g - an d - so c i a l -m ed i a - agen c y-

i r e l and / f aceb oo k -s t a t i s t i c s - in - i r e l and -ap r i l -

2 0 10 / 12 26 21 30 10 87 6 47? r e f =sh a r e# ! / no t es .p hp? id =1 14 056 1 12 25

6

Ex ecu t iv e s On l i ne . ( 2 00 9 ) . F un da m en ta l Sh i f t o r F la sh - I n - Th e - Pa n?

Lo n d o n : Ex ecu t iv es On l in e .

F i nd e r s , K . ( 20 09 , J u l y 2 ) . www . co mpu t erw eek l y . co m . R e t r i ev ed J u l y

2 9 , 20 10 , f rom

h t t p : / / w w w. comp ute r w eek l y. co m / Ar t i c l e s /2 00 9 / 07 / 02 /2 367 4 8 / L

i nk ed In - s av ed -M ic ro so f t - 16 36 00 00 - on- r ec r u i t men t .h tm

G o r do n , S . ( 20 1 0 , Ju l y 2 1 ) . F a ceb oo k N o t ch es Up 5 00 Mi l l i o n

M em b er s . R e t r i eved J u l y 2 1 , 20 10 , f ro m w ww .s k yn ew s . co . uk :

h t t p : / / n ews . sk y. co m /s k yn ew s / Hom e / Bu s i n ess / Faceb oo k -H i t s -

5 0 0- Mi l l i o n -U s e rs -Wo r l d wi de -J u s t -S ix - Y ea rs - Af t e r - Mark -

Zu ck e r b er g - C r ea t ed -

I t / A r t i c l e /2 01 00 731 5 66 85 31? l id =ARTIC LE _ 1 5 6 68 53 1_ Faceb oo

k H i t s 50 0Mi l l i on Use r sW or ld wi d eJ us tS ix Yea r sA f t e rM ar k Zu ck e rb

e r gC r ea t ed I t &a

H an d , B . (2 01 0) . Ho w M an y Twi t t e r Us ers A r e T h er e in I r e la nd .

R e t r i ev ed f r om w ww . b ar r yh an d . i e :

h t t p : / / w w w. b ar r yh an d . i e /b lo g / ho w -m an y- t w i t t e r - us e r s - a re -

t h e r e - i n - i r e l an d /

In t e r n e t W o r ld S t a t s . ( 20 10 ) . In t ern e t Wo r l d S ta t s ; Us ag e a nd

P o pu l a t i on S ta t i s t i c s . Re t r i ev ed J u l y 2 5 , 20 10 , f rom

w w w . in t e r n e t wo r l ds t a t s . com :

h t t p : / / w w w. i n t e rn e t w or ld s t a t s . co m/ eu / i e .h tm acce ss ed J u l y

2 5 t h 20 10

J ob v i t e . ( 20 10 ) . 201 0 S oc ia l Repo r t i ng Sur vey . R e t r i ev ed J u l y 5 ,

2 0 10 , f rom ww w . job v i t e . co m :

h t t p : / / r e c ru i t i n g . job v i t e . co m/ r es ou r ces / s o c i a l - re c r u i t i n g -

s u rv e y. p h p

J ob v i t e . ( 20 10 ) . Soc i a l R ecr u i t i n g Su rvey R es u l t s 20 10 . Lo n do n .

Lac y, S . (2 00 9 ) . The Fa cebo o k S to r y . G r ea t Br i t a in : C r i ms on

P ub l i s h in g .


63 | P a g e

M o r r i s , R . ( 20 10 ) . S o c i a l M ed ia an d Yo u r Bus in e ss . Bus in e ss &

F in an ce , Jun e , 5 8 -5 9 .

Q u a l m an , E . ( 2 00 9 , J u l y 3 0 ) . S oc ia l Med ia R evo lu t io n : I s S oc ia l

M ed i a a F ad . . . R e t r i ev ed J u l y 1 , 20 10 , f rom

h t t p : / / w w w. yo u tu be . com/ w at ch? v=s IF Y P Qj Yh v8 &f ea t u re= r e l a t

e d

Q u a l m an , E . ( 2 00 9) . So c i a ln o mi cs - Ho w So c i a l Med i a T ra ns fo rm s

t h e Wa y We L i ve an d D o Bu s i ne ss . N ew J e r s ey: J oh n W i le y an d

S on s In c .

R ec ru i t I r e l an d . co m. (2 01 0 ) . G oo gl e Yo ur N am e a nd S ee Wh a t Co m es

U p . R e t r i ev ed J u l y 1 , 2 01 0 , f r om

h t t p : / / w w w. r ec ru i t i r e l an d . com/ ca r ee rcen t r e /PR/ G oo g l e - Yo u r -

N am e -and -S ee -Wh at - / 39 02

S cho ne f i e ld , E . (2 01 0 , J un e 8 ) . Tw i t t er Ha s 19 0 Mi l l i on U s er s .

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h t t p : / / t e ch c ru n ch . co m/ 20 10 / 06 /0 8 / t wi t t e r -1 90 -m i l l i o n - us e r s /

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A p r i l . R e t r i ev ed J u l y 2 1 , 20 10 , f ro m w w w .m as h ab l e . co m :

h t t p : / / m as hab l e . com /2 01 0 /0 7 / 07 / tw i t t e r - s ea rch - g r ow th /

U n iv e rs a l M cC ann . ( 20 08 ) . Pow er T o T h e Peo p l e So c i a l M ed i a

T ra cker Wa ve 3 . Un iv e rs a l McCan n .


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A pp endi ce s

A pp end i x I

Question

Number

Question Answer Routing direction

1 Are you based in Ireland?

Yes / No If answer is ‘No’; skip to Q3,

and then Q14, Q16, Q17, Q18,

Q19, Q20, Q21, Q22, Q24,

Q25, Q28, Q29, Q30

2 Are you a job seeker or an

employer? (Please choose

whichever option is most

relevant to your current

situation)

Job – seeker / Employer If answer is ‘job-seeker’;

proceed to Q3 and then skip

to Q12 and ask all remaining

questions.

If answer is ‘employer’;

proceed to Q3 and ask all

questions until Q11. After

Q11, proceed to Q24, Q25,

Q28, Q29, Q30

3 Do you wear a wristwatch?

Yes / No / Occasionally

4 As an employer, which social

media sites do you currently

use? (Please choose only those

which you use in a work

capacity)

Bebo / Blogster / Buzznet /

Delicious / Facebook / Flickr /

Flixster / Friendster / Hi5 /

Jaiku / LinkedIn / MySpace /

Ning / Twitter / WAYN / Xing

/ Other

5 How often do you use social

media sites for work purposes

in an average week? (Please

answer in average minutes per

week below)

Free - text

6 As an employer, for what

purpose do you use social

media sites?

For recruitment / To receive

...endorsements / To

research ... employees / To

connect with ...colleagues /

To promote...business / To

discuss...expertise /

To...share...knowledge /

Instead of intranet / To

connect ...customers / To

share...information /

None...Personal use only /

Other

7

As an employer, have you ever

used social media sites for any

of the following reasons?

To advertise a vacancy.../ To

background check.../ To

verify...employees / To...hire

someone / None of above

8 What percentage of staff have

you hired through each of the

following mediums over the

last 12 months? (Please ensure

Recruitment Agencies / Social

Media Sites / Direct

Applicants / Traditional

Media... / Online jobs boards


65 | P a g e

answers add up to 100%) / Referrals

9 Over the next 12 months, what

percentage of staff do you

expect to hire through the

following mediums? (Please

ensure your answers add up to

100%)

Recruitment Agencies / Social

Media Sites / Direct

Applicants / Traditional

Media... / Online jobs boards

/ Referrals

10 What is the main sector in

which your business operates?

(Multiple sector options)

11 Which category would your

business mainly fall into? (In

Ireland only)

(Multiple options)

12 Which social media sites do

you personally use?

Bebo / Blogster / Buzznet /

Delicious / Facebook / Flickr /

Flixster / Friendster / Hi5 /

Jaiku / LinkedIn / MySpace /

Ning / Twitter / WAYN / Xing

/ Other

13 For what purpose do you

personally use social media

sites?

To connect with like-minded

people / To

find...relationships / To keep

in touch with friends / To

keep...family / To look for

employment / To

share...photos / To promote

myself individually / Other

14 How long do you spend on

social media sites on an

average day?

(Free-text)

15 What do you think is the main

purpose of each of the

following sites? (I.e. is it for

work use, personal use, both,

advertising, young people,

etc.) You can answer these

even if you do not use each of

these sites.

(Free-text to fill in answers

about Twitter, LinkedIn,

Facebook, Blogging sites in

general)

16 Have you personally ever used

social media sites for any of

the following purposes?

To research an

organisation.../ To look for

vacancies.../ To promote

yourself...to secure

employment / To speak

with...interviewed with /

None of the above

17 Have you ever been contacted

through social media sites

about new job opportunities?

Yes / No

18 How do you feel about being

contacted through social

media sites about job

vacancies?

It’s nice to hear about

regardless.../ I prefer to hear

about ...in this manner / I

expect to be contacted.../


66 | P a g e

Indifferent / It’s a violation of

privacy / It’s

unwelcome...sites are for

personal use/ If I’ve

indicated...I don’t mind/ It’s

more convenient than

traditional methods... / Other

19 Do you use social media as a

job hunting tool?

Yes / No

20 Do you intend to use social

media as a job hunting tool in

the next 12 months?

Yes / No

21 Have you secured employment

(or an interview) through the

use of social media?

Yes (interview only), Yes

(job), No

22 Do you know anyone who has

secured a job / interview

through the use of social

media?

Yes (interview only), Yes

(job), No

23 How did you secure your most

recent job?

Recruitment agency /

Headhunted / Social Media /

...advert in (traditional

media) / ...advert online jobs

board / Applied directly to

company / Through personal

connection / Other

24 Have you ever asked a friend /

family member to help you

secure a job (using any

personal connections?)

Yes / No / No, but I would in

the future / Yes, but I

wouldn’t again

25 Do you believe that "It's not

what you know, but who you

know" that counts when

looking for work?

Yes / No

26 What sector do you mainly

work in?

(Multiple sector options)

27 Which age bracket do you fall

into?

(Multiple options)


67 | P a g e

28 Roughly, how many

connections do you have on

the social media sites which

you use? (Average amongst all

of the sites you use will suffice)

(Free – text)

29 Roughly, how many friends /

acquaintances do you have? By

friends, I am including people

who you have met in person,

and would meet with at least

once every 3 months and

speak with or contact more

regularly?

(Free – text)

30 How do you mainly access the

internet?

Desktop / Laptop / Netbook /

Smart Phone

A pp endi x I I

C D -Ro m w i t h cop y o f Th es i s and S u rv e y R es po ns e s a t t ach ed o n r ea r

co v e r .

Technology

Social Media and Recruitment: It's not what you know, but who you know that makes the difference