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Where do people love their jobs? Study uses tweets to find out

June 11, 2015

Those who love their job enough to tweet about it in the US live in the Western half of the country, according to new research released by Monster (NYSE: MWW) and social intelligence company Brandwatch. The social media study of more than 1.1 million tweets in the US analyzed who, what, when, where and why people take to Twitter to discuss how they feel about their jobs.

“It’s certainly not just the weather nor differences in temperament that drove the disparity between people in the East hating their jobs and people in the West loving them,” said Joanie Courtney, senior VP, global market insights at Monster. “Job satisfaction is an often fluid, temporary sensation, and social channels deliver people the opportunity to express those sentiments with greater ease than ever before. The results indicate an opportunity for companies to focus on embracing existing talent to move the ‘love-hate needle,’ as well as those tweeting to translate their skills for new opportunities to find something better.”

Eight out of the top 10 states where people tweet about loving their job at a higher ratio to hating their job are in the Western half of the country:

  1. Hawaii
  2. Utah
  3. Oregon
  4. California
  5. Washington
  6. Minnesota
  7. Nevada
  8. Maine
  9. Arkansas
  10. Idaho

The top 10 states in which people on Twitter have a higher ratio of discussing hating their job versus loving their job are all exclusively in the Eastern half of the US, with approximately half of those job-hating states in the Northeast region:

  1. Florida
  2. West Virginia
  3. Delaware
  4. Virginia
  5. Ohio
  6. New Jersey
  7. Pennsylvania
  8. Rhode Island
  9. Louisiana
  10. Maryland

In July, after the halfway point of the calendar year and when many people begin their summer vacation, positive Twitter conversations about loving jobs dipped and steadily declined until another sharp drop in October, a time often seen as a crunch period for companies ramping up hiring for holiday sales or end-of-year deadlines, according to the report. Once past the New Year, a more positive attitude returns and slowly makes its way to a peak in March; conversations about hating their jobs also peak around this time.

“The ease and ability for people to publicly post their opinions via Twitter — from their latest meal to what’s happening on their subway ride — shows that everyone has a point of view,” said Nate Walton, director of analytics, Brandwatch. “According to our analysis, sentiment toward jobs is no exception.”

“Although, this analysis revealed conversations about people loving their jobs dropping over the weekend, when it came to conversations around hating their job, there were no boundaries,” Walton said. “We learned that if people hate their job enough to talk about it on social media, they hate it no matter the day of the week. An interesting finding from this study identifies that workers in certain industries are more prudent when posting about their jobs — with tech and IT employees avoiding much public Twitter chatter about hating their job.”

Monster and Brandwatch analyzed more than 1.1 million tweets in the US over the course of the 12-month period from March 2014 to March 2015.