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release: MA
                                        Y 2011
                         Survey pop
                                   ulation: 47,0
                                                 00
                         locations: E
                                      urope&Afric
                                                 a




Social media and the changing
world of work
A EuropEAn pErspEctivE
: The Evolving Workforce




contents




    3   social media/networking

    4   introduction

    5   the digital world of work

    7   the rise of social networking

    9   Public versus Private: the Pitfalls of social media

11      work or leisure: the real value of social media




2
release: MA
                                                                                                                          Y 2011
                                                                                                            Survey pop
                                                                                                                      ulation: 47,
                                : The Evolving Workforce                                                                           000
                                                                                                           locations: E
                                                                                                                         urope&Afric
                                                                                                                                    a


t h E E v o lv i n g w o r k f o r c E : s o c i A l m E d i A / n E t w o r k i n g




fEAr it                                                                                         cEnsor it
26        %
are worried that material from
                                                                                                                34%
                                                                                                      edit content on their
                                                                                                    social network sites to
their social networking Page could                                                                   avoid career Problems
adversely imPact their career.
gen y is the age grouP most concerned
about Potential career fallout.


                                                                                                 using it
25          %
sEArch for work
                                                                                                    30%            35%
                                                                                             of those who use social media,
                                                                                           linkedin® and facebook® are the
                                                                                       most Preferred—only 3% use twitter®
using blogs or
sociAl nEtwork sitEs


                                                                                           only in thE AmEricAs
how job sEEkErs                                                                             word-of-mouth is still the
ArE finding thAt




j b
                                                                                         number one way to find a job,
                                                                                       followed by online recruitment




    25%   online job boards                                                                        AdvAncing cArEErs
    20%   word-of-mouth                                                                              viA sociAl mEdiA
    20%   direct aPProaches from emPloyers
    17%   recruitment comPanies                                                                           23% generation y
    7%    Print advertisements
                                                                                                          21% generation X
    1%    social media sites
    11%   other                                                                                           21% baby boomers




3
: The Evolving Workforce




introduction
the emergence of social media and social networking – sites such as facebook, linkedin, twitter and blogs – have changed the nature of social
interaction. they have also had a major impact on the world of work and recruitment. we have never seen as much information about employers,
enterprises and individuals circulating in a virtual neighbourhood. this explosion of content is also creating its own digital trail that can be accessed
for years into the future. The way that individuals and firms deploy this information has important implications for all players. The Kelly Global
workforce index (kgwi) examined the views of more than 47,000 people from 17 countries across europe and africa to see how social media is
impacting the world of work.

survey respondents ranged in age from 18 to 65 and                •   impact of social network content on careers:
comprised the three generational groups: generation                   more than a quarter (26%) of respondents believe
y (age 18 – 29), generation X (age 30 – 47), and the                  that content from their personal pages on social
baby boomer generation (age 48 – 65). respondents                     networking sites could negatively impact their
were either employed within a variety of industries,                  careers.
ranging from information technology to finance, or
                                                                  •   controlling social networking content:
were unemployed and searching for future work
                                                                      approximately one-in-three respondents (34%)
opportunities. Key findings of the survey were as
                                                                      modify content on their social networking sites to
follows:
                                                                      avoid potential career problems.
•   Methods of finding work: one quarter of
                                                                  •   use of social media for career development: more
    respondents gained their last job by using online
                                                                      than one-in-five (22%) respondents say it’s essential
    job boards, the single, largest source of jobs,
                                                                      to be involved in social media to advance their
    followed by “word-of-mouth” referrals and direct
                                                                      careers.
    approaches from employers (both 20%), recruitment
    firms (17%), “other” methods (11%), print                     •   use of social media in the workplace: 27% of
    advertisements (7%), and social media sites (1%).                 respon-dents say their employer regulates the use
                                                                      of social media in the workplace.
•   social networking for recruitment: a quarter of
    partici-pants use social networking sites to search           •   time spent on social media: contrary to popular
    for jobs.                                                         belief, many people don’t use social networking
                                                                      sites for extended periods of time. more than two
•   most popular social networking sites for job
                                                                      thirds (70%) of respondents use social networking
    searches: facebook and linkedin are the most
                                                                      sites for less than an hour a day, and only 13%
    popular social networking tools used to search for
                                                                      spend more than an hour per day online.
    jobs.




4
: The Evolving Workforce




                                                                                                                   01
the advent of social networking has fundamentally changed the way people search for work and exchange
information about career opportunities. the technology is re-shaping the job search landscape and is throwing up
some intriguing challenges for employees and employers alike.




thE digitAl world of work                                      how did you secure your most recent job?                 gEnErAtion y

there is a quiet revolution taking place in the way that       (by generation)                                          gEnErAtion X
people look for work. not so long ago, it was common           recruitment comPany
                                                                                                                        bAby boomErs
                                                                 17%
for job hunters to go door-to-door. that was replaced            17%
                                                                                                                        All gEnErAtions
                                                                 16%
by the telephone. now, the bulk of activity is occurring         17%

in the digital world, with people going online to both
                                                               direct aPProach by emPloyer
find work and advance their careers.                             18%
                                                                 21%
online job boards have become the dominant way that              23%
                                                                 20%
people find work in virtually all parts of the world, out-
stripping other avenues such as direct hiring, referrals       Print advertisement
and traditional print advertising.                               4%
                                                                 8%
                                                                 10%
                                                                 7%


                                                               word-of-mouth
                                                                 21%
                                                                 20%
                                                                 17%
                                                                 20%


                                                               social media site
                                                                 1%
                                                                 1%
                                                                 1%
                                                                 1%


                                                               online job board
                                                                 29%
                                                                 23%
                                                                 19%
                                                                 25%


                                                               other
                                                                 10%
                                                                 11%
                                                                 13%
5                                                                11%
: The Evolving Workforce




   one quarter of respondents in the emea region gained                the contact center/customer service sector, together with the
   their last job by using online job boards, the single larg-         it industry are at the fore when it comes to the use of online
   est source of jobs, followed by “word-of-mouth” refer-              platforms for work. but employees across all sectors have
   rals and direct approaches from employers (both 20%),               largely embraced digital recruitment, and it’s easy to see why.
   recruitment firms (17%), “other” methods (11%), print               online job boards enable people to search in their own time,
   advertisements (7%), and social media sites (1%).                   to learn more about particular job choices, and to sort and
   across each of the working-age generations - gen y                  filter according to personal preferences and career options.
   (aged 18-29), gen X (aged 30-47) and baby boomers                   there is an element of convenience, accessibility and person-
   (aged 48-65) – online job boards constituted the major              alisation afforded by online recruitment.
   means of securing work. yet gen y is more active in the             there is also a sense in which “searching” on an online job
   use of online job boards than their older counterparts.             board is not necessarily seen as searching at all, because it
                                                                       is passive and non-committal. individuals can browse and
   how did you secure your most recent job?                            research job alternatives to an extent not possible with print
   (% through online job board)                                        advertisements, without having to signal any intention with a
contAct cEntEr/customEr sErvicE     38%                                recruiter or a prospective employer.
                          77% it    30%                                an employee who is considering a new position or a job
               businEss sErvicEs    27%                                switch now has the advantage of tapping into a vast amount
              finAnciAl sErvicEs    27%                                of information about a particular position, well before they
        sciEncE/phArmAcEuticAl        85%
                                    26%                                need to make their first contact. They can even discuss the
                   EnginEEring      25%                                merits of an employer with others in online forums, and learn
                          rEtAil    25%                                beforehand what others have to say about the position and
         trAnsport/distribution     23%                                the organisation.
                  trAvEl/lEisurE    23%                                The survey findings show how rapidly the world of work has
                   govErnmEnt       22%                                shifted, from one which was largely based around advertising
                     EducAtion      22%                                in newspapers, to one now dominated by the digital space.
                     hospitAlity    22%                                it is a development that has shifted some of the bargaining
                mAnufActuring       19%
                                                                       power in the recruitment equation. employees now have
                        oil/gAs     19%
                                                                       much greater capacity to know more about particular jobs
                        utilitiEs   18%
                                                                       and employers;
                                                                       to understand exactly the skills needed; to learn what exist-
                                                                       ing employees think; to determine how they would fit; and to
                                                                       assess their bargaining strength.
                                                                       the virtual world of recruitment has not only changed the way
                                                                       that organisations locate talent but has put a good deal more
                                                                       negotiating power into the hands of those looking for work.
   6
: The Evolving Workforce




                                                                                                                          02
thE risE of sociAl nEtworking

Social networking is occupying a growing place in the recruitment field. Sites such as Facebook, LinkedIn, Twitter
and blogs are all becoming more important as people discuss jobs, and exchange opinions about work and career
choices.




even though only a small number of people actually se-          in emea, the most popular social networking sites to
cured their most recent job through a social networking         find work are Facebook and LinkedIn, preferred by
site, there is a large proportion of the population that is     35 percent and 30 percent respectively. a further 23
scouring these sites looking for future work opportuni-         percent use “other” sites, 9 percent use blogs, and 2
ties. one quarter of respondents say that they search           percent use twitter. facebook is the overwhelming pref-
for work using blogs or social network sites such as            erence of gen y participants. gen X and baby boomers
facebook, linkedin and twitter.                                 are much more evenly divided between facebook and
these sites allow candidates to focus exactly on the job        linkedin, and also use a variety of specialist blogs.
they want, even the company they want to work with.
                                                                which social networking sites do you use
It’s not just the younger generations who are active on
                                                                to search for jobs?
these sites. older workers are using social media and
blogs to identify job openings.                                 facebook                                                       gEnErAtion y
                                                                  43%
                                                                  32%
                                                                        43%                                                    gEnErAtion X
do you search for jobs on social networking?                      29%
                                                                  35%                                                          bAby boomErs
(%yes)
                                                                twitter                                                        All gEnErAtions
                                                                  3%
    22%                                                           2%
                                                                  2%
    26%                                                           2%


    29%                                                         linkedin
                                                                  25%
    25%                                                           34%
                                                                  27%
                                                                  30%

                                                                blogs
                                                                  9%
                                                                  9%
                                                                  13%
                                                                  9%

                                                                other
                                                                  21%
                                                                  24%
                                                                  29%
7                                                                 23%
: The Evolving Workforce




in essence, the digital revolution has given rise to a
very active and robust set of conversations about work,
occurring in a network of digital communities, based
around particular businesses, industry sectors, and inter-
est groups. these are not just about jobs in a narrow
sense, but touch on satisfaction with work, work-life
balance, and the strategies that organisations are using
to attract and retain the best talent. for the most, part,
they are also discreet and “under the radar”.
just as the sounds of marine life are inaudible to the
human ear, these discussions often don’t penetrate the
wider world, but they have meaning and resonance to
those listening because they occur within a trusted in-
ner circle.
both positive and negative views about individual em-
ployers and jobs reverberate around this chamber, and
have a high degree of credibility. it is rare for someone
considering a work opportunity not to seek input or
share comments with others in their online network.
from an employer perspective, it makes sense to be
attuned to what is being said in these communities
because it can have a critical impact on how they are
perceived in the market, and how attractive they are as
preferred places to work.




8
: The Evolving Workforce




                                                                                                                            03
public vErsus privAtE: thE pitfAlls of sociAl mEdiA

As people flock to social media sites to engage with friends and colleagues, there is an undercurrent of concern
about how this newest form of interaction can adversely impact individuals and careers.




do you worry that material from your social                     the sensitivity around social networking is
networking Page could adversely imPact your                     understandable. there have been a host of media
career? (%yes)                                                  stories of how embarrassing photos or comments on
                                                                sites such as Facebook have hurt people’s careers.
    27%                                                         there is no question that negative content can cause
    26%                                                         embarrassment in a work setting. material that may
    23%                                                         appear harmless fun can send an altogether different
                                                                message to work colleagues and associates. it may also
    26%
                                                                remain online for many years after being posted, and
many say they are worried about the negative                    may be all but impossible to erase.
consequences of personal content causing embarras-              approximately one-third of respondents admit to
sment and career fallout. there are just as many who            deliberately editing or censoring content on their social
are deliberately censoring or editing their personal sites      networking sites in order to avoid career problems.
to avoid this content having career impacts.                    all generations are active in taking steps to control
more than a quarter of respondents (26 percent) are             the content of their social networking pages, but
worried that material from their social networking page         generation y is the most likely to be taking deliberate
could adversely impact their career. all generations            steps to remove or edit potentially damaging content.
share concerns about the potential career fallout from
social networking content.




9
: The Evolving Workforce




do you deiberately censor content on your                    it is not just an issue for employees and candidates.
social networking site in order to avoid                     employers also need to think carefully about the use of
career Problems? (% yes)                                     personal content of social media sites.
                                                             relying too heavily on information on facebook
     36%                                                     or linkedin can be a trap. if it contains glowing
     33%                                                     recommendations from friends or relatives, it’s hardly
     30%                                                     likely to be totally objective. there may also be content
                                                             that is incorrect, exaggerated or out of date.
     34%
                                                             for all sides, the emergence of social media has
                                                             opened up a new world of opportunity, but the ground
the real impact of this material on jobs and career          rules are still a “work-in-progress” when it comes to
prospects is still a grey area. indeed, the use that can     making critical employment judgements.
be made of such material is problematic. in certain
countries and jurisdictions, it is not permitted to deny a
person a job or discriminate against them on the basis
of personal content on their social networking site.
even so, it would be a rare individual who was
prepared to share their private, unguarded moments
with their professional colleagues. for that reason,
it’s recommended that employees remain on guard,
to keep their social and business networks separate,
and to use privacy and security settings to protect
themselves.
What’s clear is that many younger workers and even
those not yet in the workforce are probably unaware of
the problems that some content may cause many years
into the future. no-one can be certain whether or not a
future employer will delve into an individual’s personal
site to make work-related evaluations.




10
: The Evolving Workforce




                                                                                                                           04
work or lEisurE: thE rEAl vAluE of sociAl mEdiA

In an age where many people have an online “profile”, it comes as no surprise that these identities are being put to
use in the world of work. the internet, and social media in particular, have provided the opportunity for individuals to
stand out in a crowded marketplace, with their own personal profiles or “branding”. It is becoming accepted wisdom
that an active online persona is critical to career advancement.




More than one-in-five respondents believe it is essential        do you feel it is essential to be active on social
to be active on social media in order to advance their           media in order to advance your career? (% yes)
careers. generation y are the most likely to be active                   sciEncE/phArmAcEuticAl      19%
online for career development.                                                     77% oil/gAs it    19%

                                                                    EnginEEring businEss sErvicEs    19%
do you feel it is essential to be active on social
                                                                          trAnsport/distribution     20%
media in order to advance your career?
                                                                                 mAnufActuring         85%
                                                                                                     20%
(% yes)
                                                                                      hospitAlity    20%

     23%                                                                       finAnciAl sErvicEs    20%

                                                                 contAct cEntEr/customEr sErvicE     20%
     21%
                                                                                         utilitiEs   21%
     21%
                                                                      cEntrAl/locAl govErnmEnt       21%
     22%
                                                                                           rEtAil    23%

                                                                                      EducAtion      23%

                                                                                                it   24%
It’s also clear that certain industries such as Travel/
                                                                                businEss sErvicEs    24%
leisure, business services and information technol-
                                                                                   trAvEl/lEisurE    25%
ogy stand out in the way that they use social media to
engage in online discussions.
                                                                 It’s no surprise that social media has become an es-
                                                                 sential part of the kit-bag of the well-rounded contem-
                                                                 porary executive. it makes the task of engaging with
                                                                 professional colleagues more convenient, and perhaps
                                                                 avoids the need for tiresome, evening social engage-
                                                                 ments. much better to demonstrate your networking
                                                                 prowess from the comfort of your home, at a time of
                                                                 your choosing.
11
: The Evolving Workforce




so should this same level of engagement be permitted         some employers may see it as a legitimate form of
while at work?                                               employee engagement (particularly if they have a large
many employers have introduced restrictions of social        gen y workforce), while others will view it as a waste of
media in the workplace. some 27 percent of respon-           time.
dents say that their employers have a social media or        It’s probably worth recalling that restrictions on use of
social networking policy that regulates use at work.         the Internet at work were once commonplace, but it’s
                                                             hard to imagine many businesses doing so today. social
does your emPloyer have a social media Policy                media may evolve the same way.
that regulates use at work? (% yes)                          and despite the immense popularity of social network-
                                                             ing, the vast majority of respondents (70 percent) spend
     27%
                                                             an hour or less each day on social media sites, while 17
     28%                                                     percent spend no time at all. only 13 percent spend an
     23%                                                     hour or more each day.
     27%                                                     how much time do you sPend
                                                             on social media sites each day?
the question of whether social media is a valid work-
                                                             less than 30 minutes
place tool will surely depend on the nature of the work
                                                               41%
and the purposes for which it is being used. many busi-        48%
                                                               47%
nesses now have active social networking sites where           45%

they communicate with customers and stakeholders.
                                                             30 minutes - 1 hour
but in certain industries, social networking by employ-        30%
                                                               22%
ees will be hard to justify. this will throw up some hard      19%
questions for employers and employees alike: what              25%

is the difference between “tweeting” and a personal
                                                             1-2 hours
phone call? is it permissible to chat with family or           12%
friends for legitimate reasons? what is a reasonable           7%
                                                               7%
time to spend on personal social media while at work?          9%



                                                             more than 2 hours
                                                               6%
                                                               3%
                                                               3%
                                                               4%



                                                             never
                                                               11%
                                                               20%
                                                               24%
                                                               17%

12
: The Evolving Workforce




generation y spend the largest amount of time en-
gaged in social networking. some 18 percent of gener-
ation y spend an hour or more each day, compared with
10 percent of generation X and baby boomers.
there is no question that gen y is comfortable with
social media. arguably, gen X is at least as comfortable,
but perhaps more cautious, knowing the risks contained
in an unguarded comment or photo.
Perhaps the evolution of social media will breed a new
wave of online veteran, adept at quarantining work
from leisure, and avoiding the traps that can imperil
their professional reputation.
there will also be obligations that fall on the operators
of social media platforms. what rights will an employee
who is sacked because of social media indiscretions
have against the site’s operator?
these issues will spawn new rules, protocols and eti-
quette. already the emergence of social media has in-
delibly changed the world of work, and there’s no doubt
that it’s just the beginning.




13
about the kelly global workforce indeX™
the kelly global workforce index is an annual survey revealing opinions about work
and the workplace from a generational viewpoint. approximately 97,000 people from
the americas, aPac and emea responded to the 2011 survey with results published
on a quarterly basis. kelly services was the recipient of a marcom Platinum award
in 2010 and a gold award in 2009 for the kelly global workforce index in the
research/study category.

about kelly services®
kelly services, inc. (nasdaQ: kelya, kelyb) is a leader in providing workforce solutions.
kelly® offers a comprehensive array of outsourcing and consulting services as well as
world-class staffing on a temporary, temporary-to-hire and direct-hire basis. Serving
clients around the globe, kelly provides employment to more than 530,000 employees
annually. revenue in 2010 was $5 billion. visit www.kellyservices.com and connect with
us on facebook®, linkedin®, and twitter®.

a kelly services rePort
all trademarks are property of their respective owners. an equal opportunity employer © 2011 kelly services, inc.




kellyservices.com

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Social Media & Networking - The Evolving Workforce

  • 1. release: MA Y 2011 Survey pop ulation: 47,0 00 locations: E urope&Afric a Social media and the changing world of work A EuropEAn pErspEctivE
  • 2. : The Evolving Workforce contents 3 social media/networking 4 introduction 5 the digital world of work 7 the rise of social networking 9 Public versus Private: the Pitfalls of social media 11 work or leisure: the real value of social media 2
  • 3. release: MA Y 2011 Survey pop ulation: 47, : The Evolving Workforce 000 locations: E urope&Afric a t h E E v o lv i n g w o r k f o r c E : s o c i A l m E d i A / n E t w o r k i n g fEAr it cEnsor it 26 % are worried that material from 34% edit content on their social network sites to their social networking Page could avoid career Problems adversely imPact their career. gen y is the age grouP most concerned about Potential career fallout. using it 25 % sEArch for work 30% 35% of those who use social media, linkedin® and facebook® are the most Preferred—only 3% use twitter® using blogs or sociAl nEtwork sitEs only in thE AmEricAs how job sEEkErs word-of-mouth is still the ArE finding thAt j b number one way to find a job, followed by online recruitment 25% online job boards AdvAncing cArEErs 20% word-of-mouth viA sociAl mEdiA 20% direct aPProaches from emPloyers 17% recruitment comPanies 23% generation y 7% Print advertisements 21% generation X 1% social media sites 11% other 21% baby boomers 3
  • 4. : The Evolving Workforce introduction the emergence of social media and social networking – sites such as facebook, linkedin, twitter and blogs – have changed the nature of social interaction. they have also had a major impact on the world of work and recruitment. we have never seen as much information about employers, enterprises and individuals circulating in a virtual neighbourhood. this explosion of content is also creating its own digital trail that can be accessed for years into the future. The way that individuals and firms deploy this information has important implications for all players. The Kelly Global workforce index (kgwi) examined the views of more than 47,000 people from 17 countries across europe and africa to see how social media is impacting the world of work. survey respondents ranged in age from 18 to 65 and • impact of social network content on careers: comprised the three generational groups: generation more than a quarter (26%) of respondents believe y (age 18 – 29), generation X (age 30 – 47), and the that content from their personal pages on social baby boomer generation (age 48 – 65). respondents networking sites could negatively impact their were either employed within a variety of industries, careers. ranging from information technology to finance, or • controlling social networking content: were unemployed and searching for future work approximately one-in-three respondents (34%) opportunities. Key findings of the survey were as modify content on their social networking sites to follows: avoid potential career problems. • Methods of finding work: one quarter of • use of social media for career development: more respondents gained their last job by using online than one-in-five (22%) respondents say it’s essential job boards, the single, largest source of jobs, to be involved in social media to advance their followed by “word-of-mouth” referrals and direct careers. approaches from employers (both 20%), recruitment firms (17%), “other” methods (11%), print • use of social media in the workplace: 27% of advertisements (7%), and social media sites (1%). respon-dents say their employer regulates the use of social media in the workplace. • social networking for recruitment: a quarter of partici-pants use social networking sites to search • time spent on social media: contrary to popular for jobs. belief, many people don’t use social networking sites for extended periods of time. more than two • most popular social networking sites for job thirds (70%) of respondents use social networking searches: facebook and linkedin are the most sites for less than an hour a day, and only 13% popular social networking tools used to search for spend more than an hour per day online. jobs. 4
  • 5. : The Evolving Workforce 01 the advent of social networking has fundamentally changed the way people search for work and exchange information about career opportunities. the technology is re-shaping the job search landscape and is throwing up some intriguing challenges for employees and employers alike. thE digitAl world of work how did you secure your most recent job? gEnErAtion y there is a quiet revolution taking place in the way that (by generation) gEnErAtion X people look for work. not so long ago, it was common recruitment comPany bAby boomErs 17% for job hunters to go door-to-door. that was replaced 17% All gEnErAtions 16% by the telephone. now, the bulk of activity is occurring 17% in the digital world, with people going online to both direct aPProach by emPloyer find work and advance their careers. 18% 21% online job boards have become the dominant way that 23% 20% people find work in virtually all parts of the world, out- stripping other avenues such as direct hiring, referrals Print advertisement and traditional print advertising. 4% 8% 10% 7% word-of-mouth 21% 20% 17% 20% social media site 1% 1% 1% 1% online job board 29% 23% 19% 25% other 10% 11% 13% 5 11%
  • 6. : The Evolving Workforce one quarter of respondents in the emea region gained the contact center/customer service sector, together with the their last job by using online job boards, the single larg- it industry are at the fore when it comes to the use of online est source of jobs, followed by “word-of-mouth” refer- platforms for work. but employees across all sectors have rals and direct approaches from employers (both 20%), largely embraced digital recruitment, and it’s easy to see why. recruitment firms (17%), “other” methods (11%), print online job boards enable people to search in their own time, advertisements (7%), and social media sites (1%). to learn more about particular job choices, and to sort and across each of the working-age generations - gen y filter according to personal preferences and career options. (aged 18-29), gen X (aged 30-47) and baby boomers there is an element of convenience, accessibility and person- (aged 48-65) – online job boards constituted the major alisation afforded by online recruitment. means of securing work. yet gen y is more active in the there is also a sense in which “searching” on an online job use of online job boards than their older counterparts. board is not necessarily seen as searching at all, because it is passive and non-committal. individuals can browse and how did you secure your most recent job? research job alternatives to an extent not possible with print (% through online job board) advertisements, without having to signal any intention with a contAct cEntEr/customEr sErvicE 38% recruiter or a prospective employer. 77% it 30% an employee who is considering a new position or a job businEss sErvicEs 27% switch now has the advantage of tapping into a vast amount finAnciAl sErvicEs 27% of information about a particular position, well before they sciEncE/phArmAcEuticAl 85% 26% need to make their first contact. They can even discuss the EnginEEring 25% merits of an employer with others in online forums, and learn rEtAil 25% beforehand what others have to say about the position and trAnsport/distribution 23% the organisation. trAvEl/lEisurE 23% The survey findings show how rapidly the world of work has govErnmEnt 22% shifted, from one which was largely based around advertising EducAtion 22% in newspapers, to one now dominated by the digital space. hospitAlity 22% it is a development that has shifted some of the bargaining mAnufActuring 19% power in the recruitment equation. employees now have oil/gAs 19% much greater capacity to know more about particular jobs utilitiEs 18% and employers; to understand exactly the skills needed; to learn what exist- ing employees think; to determine how they would fit; and to assess their bargaining strength. the virtual world of recruitment has not only changed the way that organisations locate talent but has put a good deal more negotiating power into the hands of those looking for work. 6
  • 7. : The Evolving Workforce 02 thE risE of sociAl nEtworking Social networking is occupying a growing place in the recruitment field. Sites such as Facebook, LinkedIn, Twitter and blogs are all becoming more important as people discuss jobs, and exchange opinions about work and career choices. even though only a small number of people actually se- in emea, the most popular social networking sites to cured their most recent job through a social networking find work are Facebook and LinkedIn, preferred by site, there is a large proportion of the population that is 35 percent and 30 percent respectively. a further 23 scouring these sites looking for future work opportuni- percent use “other” sites, 9 percent use blogs, and 2 ties. one quarter of respondents say that they search percent use twitter. facebook is the overwhelming pref- for work using blogs or social network sites such as erence of gen y participants. gen X and baby boomers facebook, linkedin and twitter. are much more evenly divided between facebook and these sites allow candidates to focus exactly on the job linkedin, and also use a variety of specialist blogs. they want, even the company they want to work with. which social networking sites do you use It’s not just the younger generations who are active on to search for jobs? these sites. older workers are using social media and blogs to identify job openings. facebook gEnErAtion y 43% 32% 43% gEnErAtion X do you search for jobs on social networking? 29% 35% bAby boomErs (%yes) twitter All gEnErAtions 3% 22% 2% 2% 26% 2% 29% linkedin 25% 25% 34% 27% 30% blogs 9% 9% 13% 9% other 21% 24% 29% 7 23%
  • 8. : The Evolving Workforce in essence, the digital revolution has given rise to a very active and robust set of conversations about work, occurring in a network of digital communities, based around particular businesses, industry sectors, and inter- est groups. these are not just about jobs in a narrow sense, but touch on satisfaction with work, work-life balance, and the strategies that organisations are using to attract and retain the best talent. for the most, part, they are also discreet and “under the radar”. just as the sounds of marine life are inaudible to the human ear, these discussions often don’t penetrate the wider world, but they have meaning and resonance to those listening because they occur within a trusted in- ner circle. both positive and negative views about individual em- ployers and jobs reverberate around this chamber, and have a high degree of credibility. it is rare for someone considering a work opportunity not to seek input or share comments with others in their online network. from an employer perspective, it makes sense to be attuned to what is being said in these communities because it can have a critical impact on how they are perceived in the market, and how attractive they are as preferred places to work. 8
  • 9. : The Evolving Workforce 03 public vErsus privAtE: thE pitfAlls of sociAl mEdiA As people flock to social media sites to engage with friends and colleagues, there is an undercurrent of concern about how this newest form of interaction can adversely impact individuals and careers. do you worry that material from your social the sensitivity around social networking is networking Page could adversely imPact your understandable. there have been a host of media career? (%yes) stories of how embarrassing photos or comments on sites such as Facebook have hurt people’s careers. 27% there is no question that negative content can cause 26% embarrassment in a work setting. material that may 23% appear harmless fun can send an altogether different message to work colleagues and associates. it may also 26% remain online for many years after being posted, and many say they are worried about the negative may be all but impossible to erase. consequences of personal content causing embarras- approximately one-third of respondents admit to sment and career fallout. there are just as many who deliberately editing or censoring content on their social are deliberately censoring or editing their personal sites networking sites in order to avoid career problems. to avoid this content having career impacts. all generations are active in taking steps to control more than a quarter of respondents (26 percent) are the content of their social networking pages, but worried that material from their social networking page generation y is the most likely to be taking deliberate could adversely impact their career. all generations steps to remove or edit potentially damaging content. share concerns about the potential career fallout from social networking content. 9
  • 10. : The Evolving Workforce do you deiberately censor content on your it is not just an issue for employees and candidates. social networking site in order to avoid employers also need to think carefully about the use of career Problems? (% yes) personal content of social media sites. relying too heavily on information on facebook 36% or linkedin can be a trap. if it contains glowing 33% recommendations from friends or relatives, it’s hardly 30% likely to be totally objective. there may also be content that is incorrect, exaggerated or out of date. 34% for all sides, the emergence of social media has opened up a new world of opportunity, but the ground the real impact of this material on jobs and career rules are still a “work-in-progress” when it comes to prospects is still a grey area. indeed, the use that can making critical employment judgements. be made of such material is problematic. in certain countries and jurisdictions, it is not permitted to deny a person a job or discriminate against them on the basis of personal content on their social networking site. even so, it would be a rare individual who was prepared to share their private, unguarded moments with their professional colleagues. for that reason, it’s recommended that employees remain on guard, to keep their social and business networks separate, and to use privacy and security settings to protect themselves. What’s clear is that many younger workers and even those not yet in the workforce are probably unaware of the problems that some content may cause many years into the future. no-one can be certain whether or not a future employer will delve into an individual’s personal site to make work-related evaluations. 10
  • 11. : The Evolving Workforce 04 work or lEisurE: thE rEAl vAluE of sociAl mEdiA In an age where many people have an online “profile”, it comes as no surprise that these identities are being put to use in the world of work. the internet, and social media in particular, have provided the opportunity for individuals to stand out in a crowded marketplace, with their own personal profiles or “branding”. It is becoming accepted wisdom that an active online persona is critical to career advancement. More than one-in-five respondents believe it is essential do you feel it is essential to be active on social to be active on social media in order to advance their media in order to advance your career? (% yes) careers. generation y are the most likely to be active sciEncE/phArmAcEuticAl 19% online for career development. 77% oil/gAs it 19% EnginEEring businEss sErvicEs 19% do you feel it is essential to be active on social trAnsport/distribution 20% media in order to advance your career? mAnufActuring 85% 20% (% yes) hospitAlity 20% 23% finAnciAl sErvicEs 20% contAct cEntEr/customEr sErvicE 20% 21% utilitiEs 21% 21% cEntrAl/locAl govErnmEnt 21% 22% rEtAil 23% EducAtion 23% it 24% It’s also clear that certain industries such as Travel/ businEss sErvicEs 24% leisure, business services and information technol- trAvEl/lEisurE 25% ogy stand out in the way that they use social media to engage in online discussions. It’s no surprise that social media has become an es- sential part of the kit-bag of the well-rounded contem- porary executive. it makes the task of engaging with professional colleagues more convenient, and perhaps avoids the need for tiresome, evening social engage- ments. much better to demonstrate your networking prowess from the comfort of your home, at a time of your choosing. 11
  • 12. : The Evolving Workforce so should this same level of engagement be permitted some employers may see it as a legitimate form of while at work? employee engagement (particularly if they have a large many employers have introduced restrictions of social gen y workforce), while others will view it as a waste of media in the workplace. some 27 percent of respon- time. dents say that their employers have a social media or It’s probably worth recalling that restrictions on use of social networking policy that regulates use at work. the Internet at work were once commonplace, but it’s hard to imagine many businesses doing so today. social does your emPloyer have a social media Policy media may evolve the same way. that regulates use at work? (% yes) and despite the immense popularity of social network- ing, the vast majority of respondents (70 percent) spend 27% an hour or less each day on social media sites, while 17 28% percent spend no time at all. only 13 percent spend an 23% hour or more each day. 27% how much time do you sPend on social media sites each day? the question of whether social media is a valid work- less than 30 minutes place tool will surely depend on the nature of the work 41% and the purposes for which it is being used. many busi- 48% 47% nesses now have active social networking sites where 45% they communicate with customers and stakeholders. 30 minutes - 1 hour but in certain industries, social networking by employ- 30% 22% ees will be hard to justify. this will throw up some hard 19% questions for employers and employees alike: what 25% is the difference between “tweeting” and a personal 1-2 hours phone call? is it permissible to chat with family or 12% friends for legitimate reasons? what is a reasonable 7% 7% time to spend on personal social media while at work? 9% more than 2 hours 6% 3% 3% 4% never 11% 20% 24% 17% 12
  • 13. : The Evolving Workforce generation y spend the largest amount of time en- gaged in social networking. some 18 percent of gener- ation y spend an hour or more each day, compared with 10 percent of generation X and baby boomers. there is no question that gen y is comfortable with social media. arguably, gen X is at least as comfortable, but perhaps more cautious, knowing the risks contained in an unguarded comment or photo. Perhaps the evolution of social media will breed a new wave of online veteran, adept at quarantining work from leisure, and avoiding the traps that can imperil their professional reputation. there will also be obligations that fall on the operators of social media platforms. what rights will an employee who is sacked because of social media indiscretions have against the site’s operator? these issues will spawn new rules, protocols and eti- quette. already the emergence of social media has in- delibly changed the world of work, and there’s no doubt that it’s just the beginning. 13
  • 14. about the kelly global workforce indeX™ the kelly global workforce index is an annual survey revealing opinions about work and the workplace from a generational viewpoint. approximately 97,000 people from the americas, aPac and emea responded to the 2011 survey with results published on a quarterly basis. kelly services was the recipient of a marcom Platinum award in 2010 and a gold award in 2009 for the kelly global workforce index in the research/study category. about kelly services® kelly services, inc. (nasdaQ: kelya, kelyb) is a leader in providing workforce solutions. kelly® offers a comprehensive array of outsourcing and consulting services as well as world-class staffing on a temporary, temporary-to-hire and direct-hire basis. Serving clients around the globe, kelly provides employment to more than 530,000 employees annually. revenue in 2010 was $5 billion. visit www.kellyservices.com and connect with us on facebook®, linkedin®, and twitter®. a kelly services rePort all trademarks are property of their respective owners. an equal opportunity employer © 2011 kelly services, inc. kellyservices.com