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HR Slow to Embrace Social Media
 

By Bill Leonard  10/22/2012
 

 

Even though mobile devices, social media and the Internet have gained wider acceptance as important communication tools with job applicants and employees, these tools aren’t used consistently by most hiring managers and HR professionals who responded to a recent survey conducted by Dimensional Research.

“The world of recruiting has changed as a result of social media and mobile technology,” said Karie Willyerd, chief learning officer for SuccessFactors, which commissioned the survey. “The hiring process is no longer just about face-to-face or phone interviews. In some industries and regions, leveraging mobile, social media and online tools is a regular part of the recruiting process. Companies that don’t embrace these tools risk being left behind and losing the best job candidates.”

Hiring Woes Worldwide

SuccessFactors released the 2012 HR Beat report on Oct. 8, 2012, after analyzing survey data collected from 1,500 HR and hiring managers throughout the U.S., Australia, France, the Netherlands, Germany and the U.K. According to officials with SuccessFactors, the report’s results can help employers to identify and recruit qualified job candidates via mobile, Internet and social media technologies and retain the best-and-brightest talent by developing creative employment benefits and perks.

Another key finding in the report is that employers are having trouble recruiting and hiring internationally. Nearly 40 percent of the survey respondents reported that their organization had delayed entering new global markets because of the challenges associated with identifying and hiring skilled workers internationally.

“Companies of all sizes are operating beyond the borders of their city, their state or even their country thanks to the Internet and our truly global economy,” said Willyerd, who is co-author of The 2020 Workplace: How Innovative Companies Attract, Develop, and Keep Tomorrow’s Employees Today (Harper Collins, 2010). “This can be daunting for business leaders as every market has its own laws, business norms and customs.”

The Survey Says …

In addition, the survey posed questions regarding worker attitudes and benefits offered by employers. According to the survey respondents, employees and job applicants who belong to Generation X (ages 33-50) are the most demanding and routinely ask for higher salaries and better job titles when compared to other age groups. The survey respondents reported that Millennials (ages 32 and younger) were actually more cooperative and eager for training and development opportunities to hone their work skills and tended not to demand elevated job titles. Baby Boom workers (ages 51-66) were the least demanding and most cooperative generation in the workforce, the survey results revealed.

When it comes to the different sexes, the survey respondents reported that female employees ask for more job flexibility, while men typically ask for more monetary benefits. Still, the survey found that employees and job seekers are expecting more perks to be part of their total compensation package. Requests for additional employer-provided benefits are becoming more commonplace, according to approximately half of the respondents. According to the survey responses, the following are some of the top perks requested: time off for volunteer work (16 percent), free massages (8 percent) and laundry services (8 percent).

“The days of providing a one-size-fits-all benefits package and expecting employees to be happy are long gone,” Willyerd said. “Business leaders who recognize the importance of tailoring benefits, providing training and mentoring programs, and leveraging social media and mobile connectivity will gain competitive advantages, win the talent wars, and bridge generation gaps.”

Bill Leonard is senior writer for SHRM.

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