Social Networking Sites Gaining Popularity Among Employers Seeking Job Candidates

Social networking sites are gaining popularity among employers interested in finding and recruiting new college graduates for their work forces, according to a report published by the National Association of Colleges and Employers (NACE).

Nearly 17 percent of employers responding to NACE’s Job Outlook 2008 survey reported plans to use social networking sites as part of their recruiting effort. In a similar survey conducted in Fall 2006, 11 percent of employers reported such plans.

In addition, how employers plan to use the sites has undergone a shift. “Previously, employers indicated they were using the sites to check profiles of potential hires,” says Marilyn Mackes, NACE executive director. “Now nearly two-thirds of those who expect to use the sites say they plan to advertise there, and more than half will use the sites to network with potential candidates.”

Still, job seekers need to use good judgment in what they post in their online profiles: Nearly 38 percent of employers using social networking sites in their recruiting efforts say they will check candidate profiles.

Despite the increased interest in social networking sites—and the variety of high-tech tools now available to employers—the report shows that, overall, employers favor “high-touch” recruiting methods, including on-campus recruiting, internship and cooperate education programs, and employee referrals. (See Figure 1.)

“These results demonstrate that personal interaction is essential to recruiting success,” says Mackes. “Although they can’t replace face-to-face communication, social networking sites provide employers with another option for building personal relationships with potential employees.”

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About the Job Outlook 2008 survey: NACE surveyed 1,199 of its employer members from mid-August through October 5, 2007. Two hundred and seventy-six (276), or 23 percent, responded. Of those responding, 48.2 percent were service sector employers, 46.4 percent were manufacturers, and 5.4 percent were government/nonprofit employers. By region, 34.8 percent of respondents were from the South, 26.4 percent were from the Midwest, 21.4 percent were from the Northeast, and the remaining 17.4 percent were from the West.

Reprinted with permission of NACE