Almost one in five technology industry executives say a potential candidate's social media profile has caused them not to hire that person.
This is revealed in the 2012 annual technology market survey conducted by Eurocom Worldwide, the Global PR Network, in association with Johannesburg-based Watt Communications.
The annual Eurocom Worldwide study has previously found that almost 40% of respondents' companies view potential employees' profiles on social media sites, but this is the first evidence that candidates are actually being rejected because of them.
“The 21st century human is learning that every action leaves an indelible digital trail. In the years ahead, many of us will be challenged by what we are making public in various social forums today,” says Mads Christensen, network director at Eurocom Worldwide.
“The fact that one in five applicants disqualify themselves from an interview because of content in the social media sphere is a warning to job seekers and a true indicator of the digital reality we now live in.”
This year's Eurocom Worldwide survey also reveals that while nearly half (49%) of technology executives say their firms will increase expenditure on social media in the next 12 months, more than half (57%) say they are unable to accurately measure the impact of the investment, compared to the 23% who say they can.
The survey finds that 74% of respondents consider online PR to be very or quite important for their company's search engine optimisation (SEO), with 37% saying it is very important.
“The significant role of online PR in search engine optimisation is often underrated, but clearly not by technology firms,” notes Samantha Watt, MD of Watt Communications.
Respondents to the survey were also asked about the primary source of social media content and messaging from their companies. The majority (78%) cited in-house sources, with PR agencies as the second most important source, at 12%. Digital marketing and advertising agencies combined account for the remaining 10%.
Of those respondents who work in companies that publish blogs, 57% say blogging is done in order to raise the company profile or to create thought leadership. Nearly 55% state that blogging aims to improve interaction with customers, 37% say it aims to boost SEO, and 36% say it is to participate in industry debates.
According to the responses, the main reason for not blogging is that it is “too time-consuming” - cited by 42% of those who don't blog. One in five do not see the value of blogging, while 14% fear a negative response.
The most popular social media platform for technology companies is LinkedIn (74%), while 67% of technology firms tweet, 64% have a Facebook presence, and 56% are on YouTube. Only half of respondents surveyed say their company has a formal process for listening to what is said about them in social media.
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