CareerBuilder: One-Third of Employers Use Social Media to Promote Their Organizations


A recently published CareerBuilder survey reports that 35% of employers use social media to promote their companies. The survey conducted on 2,500 employers between May 18 and June 3, 2010, showed about one quarter of those using social media promotion are using it to connect with clients and find new business, with an almost equal percentage (21%) focusing on researching and recruiting potential employees. 13% use social media promotion to strengthen their employment brands.

Businesses of all sizes and across all industries state they are using social media to promote their companies, yet the percentage of them involved in social media campaigns grows as the size of the business grows. 29% of organizations with 500 or fewer employees use it, followed by 38% of companies with 501 to 1,000 employees and 44% of companies with more than 1,000 workers. Across all industries, leisure and hospitality is the most prolific user of social media promotion, with 57% reporting it, followed by IT – 47%, retail – 43% and sales with 41%.

When asked which department manages their companies social media strategy, the majority of 43% said marketing, followed by public relations, 26%, and human resources, 19%.
Most companies have teams of one to three people communicating through social media on behalf of the company (25%), while another 7% use 4-5 people for such projects and 11% have larger teams of more than 6 employees.

“As communication via social media becomes increasingly pervasive, organizations are harnessing these sites to help achieve a variety of business goals,” said Jason Ferrara, vice president of corporate marketing for CareerBuilder. “Social media allows organizations to communicate in ways that didn’t exist ten years ago, promoting their services and brands while also supplementing their recruitment strategy.”

As a result of companies ‘ increased use of social media sites to promote themselves, more workers are turning to such sites for business purposes, such as researching a company or finding new job openings. This might seem like good news for companies turning to social media, but a poor online presence might also become a major turnoff for potential employees. Workers mostly dislike a company’s communication reading like an ad (38%), their failure to reply to questions (30%), failure to regularly post information (22%) and removing or filtering public comments (22%.

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%
  • Video of new products/services – 10%
  • Company awards – 9%
  • Research or studies that the company has conducted – 9%
  • Videos of a day on the job – 8%

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