Employers urged to leverage social media as popularity rises among professionals
Organisations across Australia are being urged to embrace social media as these platforms become integral to employees' career-related decisions.
A new survey from Robert Half of 1,000 full-time office workers has revealed that 76% of Australians are now using social media platforms to make career-related decisions.
According to the report, a majority of Australians revealed that social media is influencing them in ways that further their careers, such as:
- building new skills (82%)
- applying for a specific job (75%)
- asking for a higher salary (73%)
- applying to a specific company (73%)
- changing industry or career (71%)
- leaving a job (63%)
These findings indicate that social media platforms have become an "indispensable tool" in employees' professional lives, according to Nicole Gorton, director at Robert Half.
"Social media is ingrained in the professional world, from building a professional network, showcasing skills and researching potential employers to attracting and vetting talent," Gorton said in a statement.
"The future of recruitment is social, so both companies and professionals need to embrace it to get a competitive edge in their respective roles."
Most popular social media platforms
LinkedIn has emerged as the most popular professional social media tool among employees, according to the report. However, it is also noted that LinkedIn's not the only social media app in the field now for professionals.
Facebook and YouTube are starting to catch up, with more than a quarter of employees now using these platforms to get professional insights, the report revealed.
In terms of usage, the report also found that every social media platform has a different use for employees.
LinkedIn is now mostly used for job postings, while TikTok is commonly used for career advice, according to the report.
"LinkedIn no longer dominates the professional world in social media. Gen Z are increasingly turning to TikTok for career advice and company insights," Gorton said.
"Even with many companies just initiating their journey in the TikTok space, its short-form video format offers a unique and engaging way for companies to showcase their culture, values, and employee experiences, making it a powerful recruitment and employer branding tool."
