Social Media Demographics: What Your Recruitment Agency Needs To Know

Social media has become an undeniable force in recruitment in the last decade; whether you’ve had success in attracting and sourcing candidates, engaging with clients and existing candidates or branding your recruitment agency within the market.

However, despite the figures that support its resounding success, we often hear from our clients that one of their key challenges is targeting the right audience on the right channel and this comes down to identifying social media demographics. So, we have provided a snapshot of the top social media platforms for recruitment agencies by analysing Tracx’s recent infographic.

Social Media 2017/2018

  • 2.8 billion active social media users worldwide
  • 37% global penetration
  • +22% increase in last year
  • 28% social media users are active on 1 site only, whereas 8% are active on 4 sites

If you thought 2017 was the year social media would finally slow down, you were very much mistaken. It has grown a huge 22% in the last year and with the help of Mark Zuckerberg, who is investing resources into achieving his goal of ensuring everyone in the world is online, this figure will continue its rise.

But what channel should your agency devote most attention to, based on the demographics below?

Facebook

  • 1.9 billion monthly users worldwide
  • Predominantly female users
  • It is the best place to reach millennials and generation X
  • Generation X spend almost 7 hours per week on Facebook
  • 75% of users spend 20 minutes or more on Facebook everyday

Facebook can be extremely effective for recruiters, but not without a cost. Facebook Ads can create targeted adverts based on location, work place, education level and more. So, if you’re recruiting Rail Engineers based in the South West, you can spend your money wisely by specifically targeting a selected audience on the channel they are most likely to be active on.

Instagram

  • 600 million unique monthly users
  • Predominantly female users
  • 90% of Instagram users are under 35
  • 53% of Instagram users follow brands

Instagram is the network for creative Millennials and the rising Generation Z but it can be a difficult channel to directly recruit candidates. Instagrammers do not appreciate being overloaded with advertising and sales messages so best practice tends to be using it as a platform, predominantly, to monitor and engage.

YouTube

  • 1 billion unique monthly users
  • Predominantly male users
  • YouTube reaches more 18-34 and 35-49 year olds than any cable network in the USA
  • There are 2 million video views per minute

If you really want to set your agency apart, creating video content offers a unique opportunity to connect with candidates and clients in a more effective way. By targeting key search phrases, such as “How to prepare for a job interview”, you can demonstrate your expertise, spread brand awareness and provide guidance to your target audience cost effectively.

Learn about 5 video marketing tips for recruitment agencies in our blog.

Twitter

  • 317 million unique monthly users
  • Predominantly male users
  • Mostly 18-29 year olds
  • 53% of Twitter users never post any updates
  • Users only spend an average of 2.7 minutes on Twitter’s mobile app per day

It is not breaking news that Twitter is steadily declining but that doesn’t mean you should drop it altogether. Twitter is an incredibly valuable channel for social listening and monitoring. A simple way to do this is to create lists to monitor your competitor activity, prospective clients or to curate recruitment news channels to save you time on sourcing compelling content.

LinkedIn

  • 106 million unique monthly users
  • Slightly more male users
  • 45% of people making $75,000 (£58,550) or more use LinkedIn vs 21% of $30,000 (£23,400)/year or less
  • LinkedIn users are typically slightly less likely to use other social networks

LinkedIn is still by far the most popular network for recruiters and for good reason. Its search function is unparalleled and it has the added bonus of being a social network devoted to job searching and professional networking. With all these positives, you might be wondering why you’re not seeing even more ROI.

 

What is prevalent is that each social channel has its own distinct audience and its own pros and cons and this needs to take this into account when building a social media strategy. Take advantage of each channel to target and engage with different sections of your audience and you will begin to see a rise in engagement. But, if you continue to use a uniform social media strategy across all channels, at best, your engagement rate is likely to stay the same or reduce, and you risk tarnishing your agency’s brand.

Learn how to incorporate a social media strategy into an effective inbound marketing program for your recruitment agency by downloading our free eBook below.

The Ultimate Guide To Inbound Marketing For Recruitment Agencies

5 Top UK Recruitment Sectors to Watch in 2017

Despite the UK recruitment market’s initial anxiety after Brexit, the positive mood has returned in the majority of sectors in 2017. The UK recruitment industry is currently valued at £31.5b, anticipated to grow by up to 6.9% this year,  and, “contributes more to the UK economy than advertising, arts and recreation, and the food and beverage industry.” Contract recruitment, in particular, grew by 9.7% last year, holds 91% of the total market share and has 1.2 million contractors on active placements on any given day.

Agencies have become experts at recognising trends and opportunities in their specialist sectors and in providing the necessary talent that will equip organisations to deal with everything that the future holds.

We’ve taken a look at a number of top UK recruitment sectors to determine what 2017 might have in store for them and what that may mean for agencies recruiting in those sectors.

Rail: A Surge in Confidence

Confidence is high in the rail industry and this is clear when speaking to the engineers themselves. According to a Matchtech survey, 72% of engineers believe that the rail sector will grow or increase its revenues over the next 12 months. The industry has been all but immune to political uncertainty and this is largely down to existing and upcoming projects such as HS2, Crossrail 2, Bank Station Capacity Upgrade and the London Bridge Thameslink Redevelopment.

Graham Day of Matchtech explains that because the rail industry is dominated by, “major capital investment projects…it tends to represent a fixed ‘pool of investment’ which…can be less volatile to economic and political uncertainty.”

Although these projects are beneficial for the sector and recruiters overall, there is a growing concern that the skills shortage could pose a significant threat to the delivery of this work. Therefore, recruiters will play an important role in delivering the required engineers in 2017 to ensure these projects are completed without delay.

Construction: A Positive State of Repair

Construction is an industry hard hit by the EU Referendum and the future still looks cloudy. However, there are still clear silver linings which have given the industry a buoyant mood since the end of 2016. In the November budget statement, the government announced a £23bn investment fund for infrastructure, focussing heavily on roads, rail and broadband capabilities.

In reaction to this, Daniel Kemp of Construction News reported that, “the latest Purchasing Managers’ Index shows that growth in new construction orders hit an 11-month high in December.” In spite of this, there is still major concern regarding the potential of rising import costs and this will continue to be a theme throughout 2017.

Given this, construction recruitment agencies need to be aware of their clients’ precarious situation and provide assistance accordingly. 2017 still offers plenty of opportunity and skilled workers will always be in high demand, but agencies must pay close attention to Brexit developments and how that could affect the industry in the long term.

5 Top UK Recruitment Sectors to Watch in 2017

Renewable Energy: An Optimistic Future

The overall picture for the Renewable Energy sector is one of new opportunity. Although the UK still has the largest amount of installed offshore wind capacity in Europe, wind and solar have seen a major slowdown in large scale projects over the last 2 years, primarily thanks to a change in government subsidies.

According to Allen & York, Built and Natural Environment Recruitment Specialists, the growth for this sector lies in keys areas such as Energy from Waste(EfW), Anaerobic Digestion(AD) biomass and gasification. Alongside regulation, these areas have seen sustained growth in the last two years and this looks set to continue in 2017.

With the EU bound to the promise to meet their Renewable Energy Direction by 2020, recruitment will remain fruitful this year and with 87% employees actively looking to move jobs, agencies can feel optimistic about the year ahead.

Brexit Experts: A Silver Lining

Brexit has brought with it a widespread doubt to many industries and recruitment agencies have had to react to this with patience. As the year draws on, it seems that the consequences of leaving the EU will become more apparent, but for those looking to capitalise on the present, the need for Brexit specialists is an area that could define 2017.

Government departments are being given the freedom to pay Brexit experts up to £142,000, which is almost as much as David Cameron earned as Prime Minister. This is to help the government deliver its promise to exit the EU by 2019.

The change in salary cap, which used to be £87,000, gives recruiters a huge opportunity to provide high quality candidates to the public sector. It is also predicted that major financial organisations will be looking for Brexit experts to fill similar roles in the coming 12 months and with the upcoming general election.

IT and Tech: Exponential Hope

Among such political turmoil, the IT and Tech sector have remained resilient and with new tech startups born every hour in the UK, it is easy to see why. The likes of Google and Facebook have revealed their intentions of opening new London headquarters in 2017, which should create 3,500 new jobs by 2020, alone.

This vote of confidence by two of the world’s biggest tech companies will no doubt rid any Brexit concerns for recruitment agencies and ensure 2017 is as lucrative as 2016. The main concern for recruiters will be finding specialised candidates for the greatest areas of demand including cyber security, business intelligence, big data and app development.

According to Recruitment Buzz, there is huge potential for growth within IT and Tech recruitment sector but the biggest question recruiters should consistently ask themselves is: Is this change going to see the jobs in my niche or sector become obsolete by this “disruptive tidal wave of technology or am I serving an area of growth?

So, although Brexit will continue to make ripples in 2017 combined with the general election announced, there is still plenty of hope in the vast majority of sectors for recruiters to play a vital role. This may mean becoming more specialised, making your processes more streamlined or taking advantage of new opportunities wherever they are found.

Discover the 7 secrets of successful recruitment agencies by downloading our free eBook below.

7 secrets of successful recruitment agencies free ebook download

LinkedIn Global Recruitment & Staffing Trends 2017: At A Glance

The recruitment industry has undergone dramatic change in recent years and the most successful agencies have tended to be the ones who have adapted and capitalised on emerging trends, such as social recruiting. Considering the exponential growth of technology, it is vital that your agency stays abreast of rising and falling recruitment trends that could affect your overall business strategy.

At Eclipse Software, we always look forward to the LinkedIn Global Recruitment & Staffing Trends report which gives a clear insight into the wider picture of the industry, and 2017 is no different. By analysing the data, we’ve put together a summary of what trends are already beginning to take shape this year.

The Lay of the Land

Despite global political events that have plagued certain countries in the last 12 months, it seems that recruitment agencies are working even harder to maintain and maximise growth potential. With 68% of staffing firms expecting to increase this year, 79% of staffing firms also expect to see an increase in candidates placed.

So, the mood is positive amongst political uncertainty and this might be due to an inward mentality that many agencies have adopted, refining their own processes and using technology to improve efficiencies to make the most of what they already have.

Read our blog on how to maximise your recruitment processes by adopting LEAN thinking.

Another reason could be the widespread reduction in time to place, with 83% of staffing firms advising that the average is now less than two months. It remains to be seen whether this will affect hiring quality or whether recruitment agencies are maximising the tools at their disposal to find high quality candidates at a faster rate.

Social Media for Agency Branding

Social media savvy recruiters are not only managing to find passive candidates and nurture client relationships online, social media is also becoming the most cost effective way to build your agency’s brand with LinkedIn coming out on top (74%), ahead of Twitter (36%). Referencing this with the current breakdown of recruiting budgets, it is also apparent that social media is delivering significant ROI for its low cost to set up and maintain.

LinkedIn Global Recruitment Trends 2017 – At A Glance

As a platform for branding, social media has huge potential to supplement marketing activity and attract new clients. Looking at the top 5 reasons clients are attracted to work with staffing firms (above), it seems likely that recruiters and will continue to invest more time into managing their social media platforms in 2017.

The Rise in Content Production

Closely linked to social media success is a dedicated content marketing strategy and 2017 has already shown that recruiters are taking notice. Rather than using social media just to engage with your audience and share newsworthy stories and open vacancies, leading recruitment agencies are proving their expertise by writing consistent and thought provoking blog pieces, producing podcasts and taking advantage of cost effective video marketing.

Interested in how your recruitment agency can implement video marketing? Take a read of our blog.

New Technology and Tools

LinkedIn Global Recruitment Trends 2017 – At A Glance

Although recruiters are still focused on traditional methods such as business development, there is a noticeable desire for cost effective technology which makes candidate sourcing faster and more efficient. If the skills shortage remains, the streamlining mentality will continue to grow and, as the LinkedIn Global Recruitment & Staffing report shows, this reveals itself in many ways. If recruitment agencies had an unlimited budget for 2017, the investment would be allocated to increasing the agencies brand through more creative online marketing programs, better candidate sourcing tools and new technology / recruitment software.

To discover the 7 secrets of successful recruitment agencies, download our free eBook below.

7 secrets of successful recruitment agencies free ebook download

Is Business Intelligence (BI) Essential For Recruitment Agencies?

Hans Luhn’s 1958 publication for IBM first popularised the importance of Business Intelligence (BI) defining it as, “an automatic system…developed to disseminate information to the various sections of any… organization.” However, it was not until this century that the supporting technology to implement his theories became cost effective to the wider business community.

As we can see from the Google Trends graph (below), global interest in “big data” has only grown drastically in the last five years and the Business Intelligence industry has seen a dramatic growth because of this. In fact, it is projected to be worth $19Bn (£15.3Bn) by 2019.

G Trends

Given this recent rise in demand, let’s look at how BI has evolved, how that transpires practically and whether it’s fundamental for your recruitment agency.

What Does Business Intelligence Mean Today?

The heart of Business Intelligence still remains consistent with Luhn’s original definition, however, to build upon that from a modern perspective: BI is the practice of using smart software to analyse data to better inform you of the status of your business processes to enable you to make data-driven, strategic decisions more efficiently.

Moreover, Business Intelligence platforms like Tableau are used across multiple platforms including mobile to give you and your employees live, visual statistics that can be understood, by even the least tech-savvy employee, to provide regular, informative insights.

Modern BI platforms are equipped primarily to:

  • Analyse customer and client behaviour, buying patterns and sales trends
  • Measure, track and predict sales and financial performance
  • Track marketing performance and individual campaigns
  • Streamline processes and operations
  • Manage customer relationships
  • Analyse risk

Are There Business Intelligence Platforms Specifically for Recruitment Agencies?

The success of BI platforms in recent years has witnessed a rise in industry specific platforms such as Cube 19 which, “provides recruitment-specific analytics, business intelligence, reporting, and gamification to help recruitment companies increase revenue, scale efficiently, improve data quality, and motivate teams.”

Specifically, the functions that can help your recruitment agencies include:

  • Identifying key drivers of success
  • Managing your recruiters more effectively to create a uniform culture
  • Enabling real-time data-driven decision making throughout the entire company
  • Demonstrating your success metrics to a client

Does Your Recruitment Agency Need Business Intelligence?

There is no doubt that your recruitment agency can benefit from Business Intelligence, the insights are invaluable and rather than estimating trends and process success, you can visualise it in real-time. The decision on purchasing a Business Intelligence platform to integrate with your recruitment CRM is purely based on how important ‘big data’ is for your agency and the cost of purchasing and configuring the platform for your business requirements.

Having visibility and access to data does not always mean investing in a separate platform or software. Within our recruitment CRM, our Management Reporting and Analysis Suite provides management reporting and analysis tools enabling you to have visibility across your business including:

  • Client, candidate, vacancy, timesheet and invoice activity
  • Vacancies by status, predicted revenue, actual revenue and lost revenue
  • Vacancy fill rates and revenue by consultant, client, industry/discipline and geographical regions
  • Recruitment Consultant KPI and recruitment activity
  • AWR clock assignment
  • Temporary worker compliance and right to work document expiry and management
  • Interaction log activity

We opened up the conversation with key clients regarding what makes a successful recruitment agency? To learn more download our free eBook.

7 secrets of successful recruitment agencies free ebook download