Seventy-two percent of U.S. organizations are actively engaged in
social recruiting initiatives, according to SelectMindss "ROI of
Social Media in the Enterprise: A Benchmarking Survey." For the 86
percent of firms that report social media adoption, recruitment and
talent acquisition is the number one way these companies use
platforms such as LinkedIn and Facebook. However, when the survey
asked how effective social media has been at achieving 11
objectives, respondents rated "finding candidates to hire" lowest,
with only 44 percent believing that social media was beneficial for
Additional uses of social media include branding-engagement and
awareness (69 percent), recruitment branding (68 percent), and
marketing (63 percent). Respondents reported social media to be
most effective as a communications platform (60 percent), to
improve brand awareness (57 percent), and to increase the
effectiveness of marketing (55 percent).
As far as social medias business impact, the survey notes that
while 69 percent of companies plan to increase their social media
budgets next year, most fail to adequately capture the initiatives
return-on-investment. The majority measure ROI with "easy-to-count"
metrics, such as number of hires from social networks (66 percent),
number of website visitors (65 percent), and number of Facebook
fans (63 percent). Only 27 percent of respondents measure reduced
expenses, 10 percent measure increased revenue, and a mere 5
percent say they are "very confident" that they are accurately
measuring the ROI of their social media initiatives.
"Corporations are beyond the leap-of-faith stage with their social
media programs: They have them up and running and they know they
are producing results," says Anne Berkowitch, CEO of SelectMinds.
"The key now is to build the infrastructure necessary for firms to
systematize their social media programs to produce real, measurable
More companies are moving beyond the limits of the top three
most-used networksFacebook (86 percent), LinkedIn (82 percent), and
Twitter (71 percent)and adopting corporate social networks.
Sixty-three percent of companies report using a corporate social
network as a platform for current employees, 40 percent as a tool
for recruiting candidates, and 33 percent as a community for