EURPR066 - 15/03/2012
One in Five Technology Firms Has Rejected a Job Applicant Because of Social Media Profile – Eurocom Worldwide Annual Survey
Almost half of executives surveyed expect their business to increase social media spend but 57% unable to measure return
Almost one in five technology industry executives say that a candidate’s social media profile has caused them not to hire that person. This is revealed in the 2012 annual technology market survey conducted by Eurocom Worldwide, the Global PR Network, in association with its member agencies around the world.
The annual Eurocom Worldwide study has previously found that almost 40% of respondents’ companies check out potential employees’ profiles on social media sites but this is the first evidence that candidates are actually being rejected because of them.
“The 21st century human is learning that every action leaves an indelible digital trail. In the years ahead many of us will be challenged by what we are making public in various social forums today. The fact that one in five applicants disqualify themselves from an interview because of content in the social media sphere is a warning to job seekers and a true indicator of the digital reality we now live in,” said Mads Christensen, Network Director at Eurocom Worldwide.
The Eurocom Worldwide survey this year also reveals that while nearly half (49%) of technology executives say that their firm will increase their expenditure on social media in the next 12 months, over half (57%) say they are unable to accurately measure the impact of the investment. By contrast, only 23% say they can measure it.
The survey finds that 74% of respondents consider online PR to be very or quite important for their company’s search engine optimisation (SEO) with 37% saying it is very important.
“The significant role of online PR in search engine optimisation is often underrated but clearly not by technology firms,” commented Mads Christensen, Network Director, Eurocom Worldwide.
Respondents to the survey were also asked about the primary source of social media content and messaging for their company. The majority (78%) cite in-house sources with PR agencies the second most important source at 12%. Digital marketing agencies and advertising agencies combined account for the remaining 10%.
Of those respondents who work in companies that publish a blog, 57% say that it is done in order to raise profile or create thought leadership . Nearly as many (55%) state that the blogging aims to improve interaction with customers, while 37% say the aim is to boost SEO and 36% say it is to participate in industry debates. According to the responses, the main reason for not blogging is that it is ‘too time consuming’ cited by 42% of those who don’t blog. One in five doesn’t see the value of it while 14% fear a negative response.
The most popular social media platform for technology companies is LinkedIn (74%), whilst 67% of technology firms tweet, 64% have a Facebook presence and 56% are on YouTube. Only half of respondents surveyed say that their company has a formal process for listening to what is said about them in social media.
The Eurocom Worldwide technology confidence survey was conducted online by member agencies of Eurocom Worldwide during January and February 2012. A total of 318 responses were received with approximately 80% from European countries and 11% from the Americas.
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About Eurocom Worldwide
Eurocom Worldwide is a global alliance of independent, privately owned Public Relations agencies. Together, we form a global business-to-business communications solution provider with a focus on technology in its broadest sense. Eurocom Worldwide has 30 member agencies comprising over 900 communications specialists and consultants in 60 national capitals and centres of commerce around the globe. For more information, visit www.eurocompr.com