Employers Use Social Media to Promote Their Organizations

As companies emerge from one of the steepest economic downturns in history, they understand the significant reach and importance of using social media to promote and rebuild their organizations. A new CareerBuilder survey reports that 35% of employers use social media to promote their company. One-quarter (25%) of these employers said that they are using social media to connect with clients and find new business, while others are using it to recruit and research potential employees (21%), or strengthen their employment brands (13%). The survey was conducted among more than 2,500 employers between May 18 and June 3, 2010.

Businesses of all sizes and industries report using social media to promote their companies. Twenty-nine percent of organizations with 500 or fewer employees said they do so, followed by 38% of companies with 501 to 1,000 employees and 44% of companies with more than 1,000 workers. Comparing industries, leisure and hospitality topped those surveyed with 57% saying the use social media to promote their business, followed by IT, (48%), retail (43%) and sales (41%).

When it comes to managing social media strategy, 43% of employers report that their marketing department handles social media outreach, followed by public relations (26%) and human resources (19%). One-quarter (25%) of employers have 1-3 people communicating on behalf of their organization, while 7% report that 4-5 people handle the work. Eleven percent said that more than six people communicate for their company via social media. Fifty-seven percent said they didn’t know.

“As communication via social media becomes increasingly pervasive, organizations are harnessing these sites to help achieve a variety of business goals,” said Jason Ferrara, vice president of corporate marketing for CareerBuilder. “Social media allow organizations to communicate in ways that didn’t exist ten years ago, promoting their services and brands while also supplementing their recruitment strategy.”

Workers report that they are turning to social media sites for more than connecting with friends. They’re also using social media to research companies and jobs. Workers who come across company pages on social media sites shared what they would most like to see, including:

• Job listings – 35%


• Q&A or fast facts about the organization – 26%


• Information about career paths within the organization – 23%


• Evidence that working at the company is fun – 16%


• Employee testimonials – 16%


• Pictures of company events – 12%


• Video of new products/services – 10%


• Company awards – 9%


• Research or studies that the company has conducted – 9%


• Videos of a day on the job – 8%

On the flip side, workers also shared the biggest turnoffs when encountering a company via social media, including the company’s communication reading like an ad (38%), failure to reply to questions (30%), failure to regularly post information (22%) and removing or filtering public comments (22%).