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Recruiters use Facebook more, Twitter less

September 03, 2014

Recruiters in the U.S. increased their use of Facebook for social recruiting but moved away from Twitter, according to a new report by staffing and recruiting software provider Bullhorn.

The percent of U.S. recruiters using Facebook rose to 19.3 percent this year from 19.0 percent last year. On the other hand, the percent using Twitter dropped to 21 percent from 26 percent last year.

LinkedIn boasted the lion’s share with 97 percent of U.S. recruiters using it, although the percent was slightly down from last year.

LinkedIn also garnered the most applications per job post with an average of 2.5 in the U.S. — a job application is defined as an event in Bullhorn Reach in which a job seeker contacts a recruiter in response to a specific job post. Facebook and Twitter each averaged 1.3.

Bullhorn’s annual “Social Recruiting Activity Report” is based on real usage data from 260,000 recruiters around the world using the Bullhorn Reach social recruiting product. Of those, 65 percent were based in the U.S.

Other findings in the global report included:

  • Social recruiters in North America are becoming less social: The percentage of “power users” – recruiters who use all three major social networks (LinkedIn, Facebook, and Twitter) to post jobs and attract candidates – declined in the U.S. (to 9 percent from 12 percent) and Canada (to 7 percent from 10 percent), but increased in Australia (to 13 percent from 11 percent) and China (to 2 percent from 1 percent).
  • Recruiters for skilled industries leveraging social networks to find candidates: In the U.S. and Canada, the majority of jobs posted on social networks were for IT positions, followed by healthcare in the U.S. and staffing/recruiting in Canada. The top vertical for social recruiting in the U.K. was oil and gas, followed by IT.
  • Mobile applications through social networks are a major trend: 20 percent of all social recruiting-generated job applications came through mobile in 2014. Job applications through mobile on Facebook quadrupled between 2013 and 2014, and job applications through mobile on Twitter almost doubled.