More Than One-Third of Employers Use Social Media to Promote Their Organizations
Thirty-five percent of employers use social media to promote their company, a CareerBuilder survey reveals. Twenty-five percent said they are using social media to connect with clients and find new business, while others are using it to recruit and research potential employees (21%) or strengthen their employment brands (13%).
Businesses of all sizes are using social media as a promotional tool. Twenty-nine percent of organizations with 500 or fewer employees said they do so, followed by 38% of companies with 501 to 1,000 employees and 44% of companies with more than 1,000 workers. Comparing industries, leisure and hospitality topped those surveyed with 57% saying they use social media to promote their business, followed by information technology (48%), retail (43%) and sales (41%).
When it comes to managing social media strategy, 43% of employers report their marketing department handles social media outreach, followed by public relations (26%) and human resources (19%). Twenty-five percent of employers have more than one to three people communicating on behalf of their organization, while 7% report that four to five people handle the work. Eleven percent said more than six people communicate for their company via social media. Fifty-seven percent said they didn’t know.
“As communication via social media becomes increasingly pervasive, organizations are harnessing these sites to help achieve a variety of business goals,” comments Jason Ferrara, VP of marketing for CareerBuilder. “Social media allows organizations to communicate in ways that didn’t exist 10 years ago, promoting their services and brands while also supplementing their recruitment strategy.”
Workers report turning to social media sites to not only connect with friends but also to research companies and jobs. Workers who come across company pages on social media sites shared what they would most like to see, including:
- job listings (35%)
- Q&A or fast facts about the organization (26%)
- information about career paths within the organization (23%)
- evidence that working at the company is fun (16%)
- employee testimonials (16%)
- pictures of company
- events (12%)
- videos of new products/services (10%)
- company awards (9%)
- research or studies the company has conducted (9%)
- videos of a day on the job (8%)
On the flip side, workers also shared the biggest turnoffs when encountering a company via social media, including the company’s communication reading like an ad (38%), failure to reply to questions (30%), failure to regularly post information (22%), and removing or filtering public comments (22%).
Most Finance Executives Confident in Business Growth
Financial executives are more optimistic than they were at the same time last year, according to the annual Robert Half Global Financial Employment Monitor. Eighty-three percent of financial leaders surveyed worldwide are at least somewhat confident in their companies’ growth prospects, including 30% who are very confident.
Ninety-eight percent of managers in Brazil are at least somewhat optimistic. Other countries in which executives are particularly confident include Italy (93%), Switzerland (93%), Canada (91%), Austria (88%) and the United States (88%).
Employers reported difficulty finding skilled candidates for specific functional areas. They cited particular challenges filling accounting and operational support positions.
While a healthier business environment and rising recruiting difficulties suggest the job market in accounting and finance may be improving, employers today seem less concerned about retention than they were a year ago. Forty-five percent said they are at least somewhat worried about their ability to retain staff in the coming year, down from 53% in 2009.