Bullhorn, which develops a recruitment software and applicant tracking system, is releasing a new Social Recruiting Activity Report, which examines the usage of social media in executive and job recruiting. Bullhorn found that LinkedIn leads among the frequency of usage by recruiters and their effectiveness for sourcing candidates, followed by Twitter, with Facebook coming in third.
It’s important to note that this study examines activity by recruiters as opposed to actual job hunters. Despite the rise of Facebook as a source for job seeking and professional networking, Bullhorn’s data shows that recruiters’ LinkedIn networks still drive more views than their Twitter and Facebook networks combined. Recruiters who post jobs on social networks are likely to receive more applications from LinkedIn, with the social network driving almost nine times more applications than Facebook and three times more than Twitter.
One interesting data point from the report—a Twitter follower is almost three times more likely to apply to a job than a LinkedIn connection, and more than eight times more likely to apply than a Facebook follower, indicating that Twitter might be a highly underutilized social recruiting channel. And Twitter followings drive almost twice as many job views per job as their Facebook fan bases.
According to the report, 48 percent of recruiters use LinkedIn exclusively. These recruiters have an average of 661 connections, and don’t leverage the other two networks for social recruiting. From there, recruiters use Twitter more than Facebook. Despite the fact that recruiters have fewer connections on Twitter (37 followers on average), 19 percent are connected to both LinkedIn and Twitter, while only 10 percent are connected to both LinkedIn and Facebook (245 friends on average).
In terms of adoption, LinkedIn continues to grow at the fastest pace. The average recruiter adds 18.5 LinkedIn connections each week, compared to 3.3 Twitter followers, 1.4 Facebook friends. LinkedIn drives more views per job than Twitter and Facebook, generating three times the amount of views of Twitter and six times the amount of Facebook.