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Multi-channel presence

Jobseekers use various sources when planning the next steps in their career. Company websites are still an important information source for them, but other channels are rising - LinkedIn was chosen as the preferred source by the respondents for vacancies. For companies, using corporate websites as a base while being present on multiple channels seems to be the key as several sources catch the attention of jobseekers.

LinkedIn, the most popular channel for vacancies

This year, our Career Survey results revealed that 67% of respondents would choose corporate websites as their preferred source, when looking for a job. LinkedIn got 48% and Facebook 23%. Nevertheless, 28% respondents chose LinkedIn, if they could only choose one source when planning their next career move, followed by 22% choosing the company's website.

What sources do you prefer to use when looking for a job?
70605040
30
67%
48%
47%
41%
34%
Company website
LinkedIn
Career websites and apps
Friends or personal contacts
Googling job title
If you could only use one source when looking for job vacancies, which one would you choose?
28%
22%
21%
29%
LinkedIn
Company's website
Career websites and apps
Other

Even though company websites and LinkedIn have been the preferred source by respondents, other sources, such as other career websites (e.g. Indeed, Monster), were also popular when applying for jobs. However, the preferred source did not always match where job ads were discovered. When we asked the Career Survey respondents how they had found their last role, this year’s top three answers were "Personal contacts" (22%), "Company's website" (19%) and "LinkedIn" (15%).

How did you learn about the latest vacancy you applied for?
22%
19%
15%
13%
9%
Friends or personal contacts
Company's website
LinkedIn
Career website
Facebook

Facebook not as popular as earlier years

Facebook did not reach the top three this year, when in 2017 and 2016 Facebook was ranked among the top sources on how the respondents found their latest job ad they were interested in. In February 2018, Facebook started competing with LinkedIn when they made job applications available in more than 40 countries. However, this was not yet visible in our results. Even if the Career Survey’s respondents didn’t perceive Facebook as their priority for applying (only 3 % chose Facebooks as their number one choice), Facebook’s new feature is a good example of the simple application process that career seekers are looking for.

Stakeholders request more information than ever

As the Career Survey results show, there seems to be a gap between preferences for which channel to use and where the information on open vacancies is actually found. Respondents’ open comments also showed how complicated today’s recruitment processes might be. For stakeholders, websites, along with LinkedIn, are an important information source when applying for jobs, but they are also requesting that information on job vacancies and the application processes are made available across multiple channels.

Strengthen the company's brand with channels

Companies have the possibility to manage the content they offer on different channels, but the information often doesn’t match or is communicated poorly, as was shown by the open comments in the survey. For companies, channels offer the possibility to strengthen their employer brand and the application process. Earlier research also shows that, there has been gap what companies have been communicating and how candidates have been understanding these messages. Therefore, it is crucial for companies to be present on multiple channels to improve the communication towards the stakeholders and make sure the candidates understand the company’s message the same way in all the channels. In addition, multi-channel presence helps companies to find the best candidates without letting them drop out before the application has been sent.

Matching information on different channels

For jobseekers, finding relevant information before making a career move is important. If companies are present on multiple channels, then what is the information that should be available on multiple channels? According to our Career Survey results, respondents might look for sustainability information on Instagram, the steps of the application process and applicant numbers on LinkedIn, and company’s location using Facebook.

General company information and the culture

The company’s website is still the most used source - 77% of respondents are looking for general information on the company’s websites. The same information is also expected to be found on other channels, such as Wikipedia, LinkedIn and Facebook.

Working at the company and information about locations was important to be found on the websites for more than 70% of the respondents. 30 % thought that this information should also be available on LinkedIn and Facebook.

On which channels would you like to find general company information?
806040
20
77%
71%
38%
22%
33%
29%
30%
27%
WebsiteLinkedInFacebookWikipedia
2018
2017
On which channels would you like to find information about working at the company?
755535
15
70%
63%
34%
20%
25%
34%
WebsiteLinkedInFacebook
2018
2017

Application process and sustainability information

When it comes to the application process, 75% of the respondents wanted to see the process on the website, however it is also important that the application process is visible on LinkedIn, where many of the job ads are posted today. Respondents’ wish to see application processes on LinkedIn rose from 24% to 41% within the last year. Sustainability information became more important only on for corporate websites, where the percentage of jobseekers looking for the information rose from 60% in 2017 to 72% this year. Other channels did not rise as much.

On which channels would you like to find information on how to apply for vacancies?
80604020
0
75%
61%
41%
24%
21%
22%
WebsiteLinkedInFacebook
2018
2017

Matching information for comparison

As the results show, different channels are used in many ways and also offer the chance to collect and compare information, as was highlighted in the Career Survey’s open comments by the jobseekers. Similar findings were discovered through Monster’s survey, where Chris Cho, CPO of Monster, said that more than half of Monster’s survey respondents reviewed the company’s website as part of the application process. This shows how company's website is the most important information source for jobseekers, which is used in parallel with other channels. This pushes companies to be present on a variety of platforms.

On which channels would you like to find about companies sustainability initiatives and memberships?
80604020
0
72%
60%
22%
25%
19%
16%
15%
11%
13%
9%
WebsiteFacebookLinkedInInstagramWikipedia
2018
2017

In short: As the Career Survey highlights, corporate website is the hub for the jobseekers, which is supported by information in other channels. The company’s career website is the most important information source for career seekers. The results are in line with others’ earlier research. Nevertheless, providing similar information on several channels can make the company appear more trustworthy to stakeholders and help them in their application process.

By Anna Dunder

Cookies
This website uses cookies as described in our Cookie policy. To see what cookies we serve and set your own preferences, please use your web browser's settings. Otherwise, if you agree to our use of cookies, please continue to use our website. Cookie policy