Using social networking for recruitment

According to recent research, the UK lags behind other European countries in recruitment-based social networking. The 'Aquent Orange Book 2008-2009' found that as a tool for talent acquisition, social media has yet to be fully tested or quantified in the UK with only 2% to 7% of UK candidates and employers using social networking websites for recruitment purposes.

However, 39% of German candidates, 34% of French candidates, 30% of Polish candidates and 23% of candidates from the Netherlands rated social networking sites as a preferred method of job seeking, as did 13% to 18% of employers in these regions.

The perceived risk is that candidates can expose themselves to potential discrimination and can also damage their employment prospects because their online footprint may not come across very favourably. For employers, it remains hugely labour-intensive, can be frustrating, and poses very real risks of brand damage and internal misuse.

But despite its flaws, social media is worth exploration and investment, especially as avenues like job boards and print media are becoming less effective and more expensive.

The survey also found that the demand for skilled digital specialists across London continues to increase, reportedly leading to high rates of staff turnover and short lengths of employment. The average length of service was found to be two years for staff in corporate sectors and digital agencies.

Meanwhile, staff turnover rates of 20% and greater were recorded for a quarter of digital and marketing staff in digital agencies. These high rates of employee churn have an obvious raw cost to the business, but at a deeper level they harm the competitiveness of many agencies at a time when securing market share is increasingly critical.