SOURCE: Kelly Services

Kelly Services

May 04, 2011 11:50 ET

Social Networking Changing the Landscape for Canadian Job Seekers, Kelly Global Workforce Index™ Finds

TORONTO--(Marketwire - May 4, 2011) - More than one-in-four people surveyed from Canada are going online in their hunt for work, but many are growing nervous about the potential career fallout from personal content on social networking sites, according to the latest survey results from global workforce solutions leader, Kelly Services® (NASDAQ: KELYA) (NASDAQ: KELYB).

The findings are part of the Kelly Global Workforce Index, which obtained the views of approximately 97,000 people in 30 countries, including more than 4,000 in Canada.

The survey shows 27 percent of respondents secured their most recent position through an online job posting, the leading source of jobs, ahead of "word-of-mouth" referrals, used by 21 percent, recruitment/staffing firms (19 percent), direct approaches from employers (15 percent), "other" methods (10 percent), print advertisements (7 percent), and social media sites (1 percent).

Even though only a small percentage of people actually secured their most recent job through social networking, almost a quarter (24 percent) are using social media sites, such as Facebook®, LinkedIn® and Twitter® to search for job openings or promotions.

The survey, conducted from October 2010 through January 2011, shows that while social media is on the rise as an employment tool, so too is apprehension about the damage it can have on careers. More than a third of respondents admit to deliberately editing content on their social networking pages to avoid career problems.

"Although online job boards remain the leading resource in Canada, the use of social media as a job search tool is becoming increasingly more common," says Kelly Services VP and Managing Director of Canadian Operations Karin French. "Candidates and employers are becoming more adept in using this medium, and we will continue to see a shift towards social networking as a means to find work."

Results of the survey in Canada show:

  • Facebook is the most popular social media site for Gen Y (aged 18-29) respondents to look for work but LinkedIn is the preferred platform for Gen X (aged 30-47) and baby boomers (aged 48-65).
  • 24 percent of respondents say they are worried that material from their social networking sites could adversely impact their careers.
  • 34 percent of Gen Y respondents say it is essential to be active on social media in order to advance their careers, but only 28 percent of Gen X and 20 percent of baby boomers feel the same way.
  • One third of respondents say their employers have social networking policies that regulate use at work.
  • Industries where employees are most active in online conversations include IT, Engineering, Business Services, and Science/Pharmaceutical.
  • Those most active in searching for jobs online are in British Columbia, where 27 percent use social networking to seek work, followed by Nova Scotia (26 percent), Ontario (25 percent), Quebec (24 percent), Saskatchewan (21 percent), and Alberta (19 percent).

Despite the rise in popularity of social networking, the vast majority of respondents (68 percent) spend an hour or less per day on social media sites, while 20 percent spend no time at all. Only 12 percent spend an hour or more each day.

"It's clear that social networking is changing the way that people seek out work and engage in conversations about work opportunities. Like any emerging technology, job seekers will educate themselves on the positives and negatives of these tools, and will utilize the best elements of social sites to advance their careers," French concludes.

To access the survey results from the Americas, APAC and EMEA, please visit the Kelly Services Global Press Room.

About the Kelly Global Workforce Index™
The Kelly Global Workforce Index is an annual survey revealing opinions about work and the workplace from a generational viewpoint. Approximately 97,000 people from the Americas, APAC and EMEA responded to the 2011 survey with results published on a quarterly basis. Kelly Services was the recipient of a MarCom Platinum Award in 2010 and a Gold Award in 2009 for the Kelly Global Workforce Index in the Research/Study category.

About Kelly Services®
Kelly Services, Inc. (NASDAQ: KELYA) (NASDAQ: KELYB) is a leader in providing workforce solutions. Kelly® offers a comprehensive array of outsourcing and consulting services as well as world-class staffing on a temporary, temporary-to-hire and direct-hire basis. Serving clients around the globe, Kelly provides employment to more than 530,000 employees annually. Revenue in 2010 was $5 billion. Visit and connect with us on Facebook, LinkedIn, and Twitter.

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