Tag Archives: Sina Weibo

Hong Kong HR Magazine Article – Social Media for Recruitment

This is my first time writing a feature article for a magazine.  When the magazine editor first approached me I was excited but yet feeling a sense of trepidation as I have never written for a magazine before.  The only previous writing I have done is for this blog postings and am definitely not a professional writer.  I gave it a go.

The writing process took me several weeks but, it was not as difficult as I initially thought.

Advantages:

  • Social media recruiting is a topic I was familiar with.  I wrote several blog posts related to social media use in Human Resources and recruiting.
  • I already had some of the statistics needed.  I was able to reuse data from my previous HR seminars.
  • Doing additional research was not too difficult.  Although trying to find information for the Hong Kong market was limited.  There were more information for China and Singapore.
  • The magazine editor was very helpful in helping me with ideas, questions and edits.
Areas of Focus:
  • It was definitely the writing part… how to make the information interesting and relevant to the reader.
  • Minding the length of the article at 1500 words.  As this was a big topic to cover so writing for length was an issue.  However, keeping focus on the most salient points was important.Rewriting several drafts of the article felt a bit arduous but necessary to clarify my ideas
  • Deadlines.  I had to meet revision due dates to the editor.  I had a day job and business travels during the period.  I definitely felt the pressure to focus and meet the editor’s due date for various drafts.
Finally, here is the article on social media recruitment for the Hong Kong Institute of Human Resources Management’s Human Resources Magazine – November 2012 edition.
Click to download the article in PDF
Social Media for Recruitment

Where are the Social Media Recruitment Asia surveys?

www.alexandermannsolutions.com/socialmediareport

It’s a difficult task trying to find survey findings that reports on social media recruitment use in Asia.  After scouring both academic research and internet search the findings have been scant.  There aren’t much info out there.  Here are a few I was able to find:

Overall social media use:

  • Even though it is blocked in China, Twitter has the highest number of twitter accounts, more than the US.  (see The Next Web and Financial Timesreport for a discussion on the data.)
  • Singaporeans spent the most time on Facebook according to Experian Hitwise survey, spending 38 minutes 46 seconds per session.  This outpaces the US with 20 minutes 46 seconds.
  • LinkedIn user demographics by country are listed on their corporate PR page.
    • 30m+ members in Asia and the Pacific as of June 30, 2012
    • 2m+ membership in China
Social media recruitment:
  • According to a Robert Half survey released in July, 2012 Hong Kong HR managers doubt the effectiveness of social media use for recruitment.
    • Less than a quarter (24%) of the respondents in Hong Kong think that social media platforms such as Facebook and LinkedIn are effective in hiring, compared to 64% in China, 56% in Singapore, and 30% in Japan
    • 18% use it to communicate with candidates; and 12% check online profiles for behavior and suitability
  • Maximum is a recruitment advertising and branding firm in China.  They released a 2011 Social Media recruitment report with an infographic here.
    • 51% of the survey participants have been using Social Networking Sites (SNS) for employer branding and recruitment in 2010
    • Qzone appears to be the largest online SNS in China, Renren and micro-blog platform Sina Weibo are in fact the most utilized SNS for employer branding and recruitment purposes at the moment
    • Majority of HR-professionals see social networks as the most important channel to invest in for employer branding and recruitment in the near future, whereas print media and mobile marketing are being considered as the least important channels to invest in
  • In this Wall Street Journal article, the reporters writes on how 3 companies are using social media effectively in recruiting
    • Deloitte has created a corporate recruiting page on Sina Weibo while giving a virtual office tour (with an airplane boarding pass)
    • Lenovo has experimented with the use of micro-resumes of 140 Chinese characters and has made hires as a result
    • Marriott is expanding in China with hotel expansion of 1 hotel opening per day.  They have turned to Weibo for an online video contest within its hotel chain to generate publicity and received over 1,000 resumes. See Jessica Lee’s blog for the detail of this video campaign
  • In a more recent survey of social media use in Asia, Alexander Mann Solutions and The Chapman Consulting Group, released their social media recruitment report (infographic).
    • Australian recruiters are the top users (100%) of social media for recruiting.  Singapore recruiters follows with 89% for recruiting, followed by Hong Kong with 64%
    • Hong Kong and Singapore recruiters use the social media sites to screen candidate in roughly 20% of the time
    • China recruiters are the least likely to use social media with about one-third using it to post jobs
    • However, over 90% of the respondents indicated they are likely to increase and expand the use of social media in their recruitment efforts
China Recruiter Reactions:
Alexander Mann Solutions and The Chapman Consulting Group went on a roadshow sharing their social media recruitment survey report.  I attended their session in Shanghai this past week with roughly 30 other China recruitment directors attending.  I’ll summarize key discussion points below:
#1) Barriers
  • Time and resources were the great barriers to using social media according to the group
  • Lack of expertise on using social media tools.  Recruiters are not marketing or social media experts and do not know how to leverage social media platforms to the fullest extent
  • Corporate management support. Getting company management to understand the value and benefits of social media and thus, securing funding has been problematic
#2) Who is using social media?
  • Just 2 of the recruitment directors were using a social media platform specifically, Sina Weibo for campus recruiting
  • Perhaps the social media medium matches best with university students and they are the most prevalent users.  There must be a tipping point where it spills into experienced-hires, according to Matt Chapman of The Chapman Consulting Group, organiser of the networking session
#3) The future of social media
  • Martin Cerullo of Alexander Mann Solutions touched on the future of social media and the direction is going towards mobile. He cited that 77% of the social media traffic is through a mobile device.
  • Social media campaign and services need to be developed with multiple computing platforms in mind:  desktop, tablet and mobile phone
#4) Pulling it all together
  • Recruiters lamented that there are many different social media sites that it is becoming very complex to manage the applicant pool
  • The audience asked if there are current tools that takes advantage of the social recruiting and integrate with existing applicant tracking systems
This is what I was able to pull together on social media recruitment statistics in Asia.  There are probably more other there.  Please comment below with other resources you are able to find.
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