We know all about social media but this research demonstrates how powerful it is in the war for talent. It is US based but that does not hide the fact that our talent is increasingly influenced by the views of others whether they be friends or colleagues or just random previous or current employees of a company they are researching. This is becoming an key component of an employer brand and needs to be managed not just ignored.
The research surveyed 1,054 respondents, including 616 employers and 438 jobseekers, and showed that 61% of job seekers visit a company's online properties first before applying. Job seekers increasingly trust reviews from other candidates and current employees to give them the lay of the land before applying. One in three jobseekers has shared at least one negative review of a previous/prospective employer, and 55% of jobseekers who have read a negative review have decided against applying for a position at that company. The survey found that those employees and job seekers who do leave online negative reviews are 66% more likely to spread those opinions on social media, compared to those who only share their opinions directly with a friend/colleague. Jobseekers give more weight to the opinions of their fellow candidates and employees than a company's official stance.