Google Enterprise chief unsurprised as recruitment ranks low in corporate social media use
Wed, 16 May 2012
Talent and recruitment questions are not frequently top priorities for chief executives at the moment, and this is reflected in businesses’ use of social media to such ends, says Thomas Davies, head of Google Enterprise UK & Ireland.
Davies was speaking at a roundtable event hosted by Google in London yesterday, 15 May. The event saw the launch of a report ‘How social technologies drive business success’, following a survey of 2,700 non-manual professionals from across Europe designed by communications firm Millward Brown.
He notes that recruitment and talent, and the potential for use of social media in this area are “incredibly important, but I don’t hear of it talked about everyday”.
Davies notes that given the current economic climate, the priorities of business leaders around social media use, and more generally, will inevitably focus on money-generating operations and taking products to market quickly. Recruitment and retention, he says “wouldn’t be on most CEO’s top two or three [priorities] revenue-wise”.
Davies was responding to a question from Recruiter at the event, which noted that Google’s research shows that 71% of senior managers questioned thought that businesses embracing social tools will find it easier to attract and keep the best talent, but only 16% of the companies involved in the survey actually did use social tools to achieve such outcomes.
This was the least common business outcome to be achieved through social media, with more firms responding that social media helped them to be more competitive (26%), increase sales (24%) or achieve faster growth/expansion (18%).
Similarly, only 37% of respondents thought that social tools would have a ‘significant impact’ on business activity over the next two years. Out of six predicted outcomes for the use of social media, this was the least common impact predicted by respondents.
Mamta Saha, psychologist and director of coaching and development firm Think Spa, added that among her clients there was a definite emphasis on people looking to “evolve their roles rather than moving”.
Other highlights of the report included the prediction among respondents that social media could deliver up to 20% improvements in productivity across business, as well as a strong correlation between high levels of social media engagement and companies being classified as ‘high-growth businesses’ under the reports criteria.
Also speaking at the event were Allan Hyde, senior account manager of Millward Brown, and Matt Knight, head of marketing insight and communications.