Recruiting & Hiring on Twitter, Facebook, & LinkedIn by Country

As we enter a more globalized economy, managers and their scope of responsibility has also grown.  And increasingly, manager’s are responsible for employees in more than one country than where they in fact live.  The global economy presents a challenge for managers as they learn the cultural norms of their employees, employment laws, and expectations in this new global yet local context.  But even before candidates become employees, recruiters and human resource professionals are responsible for hiring, recruiting and attracting candidates and on a global scale.

Social networks in particular present an opportunity to engage employees on a wide scale sourcing and engaging them via social media platforms like Twitter, Facebook, and LinkedIn.  Except that those cultural norms and expectations begin to creep, and many HR professionals responsible for recruiting outside their country learn best practices and what works through trial and error.

LinkedIn: The Social Network Recruiting Standard

Bullhorn Reach recently released interesting data on the use of social networks by English speaking countries.  Their full report is available here.  Their researched look at social recruiting trends by platform for the United States, Canada, Australia, and the UK.  LinkedIn remains to be the social networking recruiting tool of choice across countries.  Eighty-nine percent (89%) of companies size 201-1000 use LinkedIn first and foremost when hiring and recruiting on social networks. I believe this is because LinkedIn’s purpose is clear and the platform has been customized with recruiters and job seekers in mind.  There’s no mystery with LinkedIn and no personal information, photos of your kids or after work interests to intimidate the recruiter or job seeker.

Facebook and Twitter, on the other hand present opportunities to source and engage perspective job seekers where they live.  I liken these truly social social networks to hanging out at the local coffee shop versus attending a more formal networking event like a job fair or a business chamber mixer.  Recruiters learn to tolerate the noise, the tweets about cereal, and status updates and photos about job seeker’s weekend activities.

Recruiters & Recruiting on Facebook

Facebook recruiting is most widely used in the United States with Canada following with a close second.  Out of all the social networks, Facebook is the least adopted social network even though Americans spend a combined total of 100,000 years a month on this social network.  Facebook’s limited search function and closed network makes sourcing for candidates extremely difficult.  Job seekers and interested parties must also “like” the company fan page or careers page in order to receive updates and alerts about specific jobs.  This is difficult which is why a growing number of companies are using Facebook ads to recruit and promote their job openings.

Hiring & Recruiting on Twitter

Twitter, on the other hand is an open networking making it easier to source and recruit candidates from diverse backgrounds, experiences, and networks.  It’s much more widely adopted and utilized by recruiters for this very reason regardless of the recruiter’s host country.  Fifty-three percent (53%) of recruiters in the UK are leveraging Twitter which is significantly more than the rest of the world which averages 28%.  The US stands at 44% of adoption of Twitter when it comes to recruiting.

How are you using social networking for recruiting and hiring job seekers by country?  Is a social network more effective by country or industry?  Leave a comment below.  I’d love to hear your insights.

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Jessica Miller-Merrell

Jessica Miller-Merrell (@jmillermerrell) is a workplace change agent, author and consultant focused on human resources and talent acquisition living in Austin, TX. Recognized by Forbes as a top 50 social media influencer and is a global speaker. She’s the founder of Workology, a workplace HR resource and host of the Workology Podcast.

Reader Interactions


  1. Kristen says

    At my company, we use Bullhorn Reach to link our open positions to our social media. Facebook we consider to be too personal, so we do not utilize this social media. However, LinkedIn is professional and Twitter is just another avenue to put out content – stories, positions, etc. out there. Great article!

    • Jessica Miller-Merrell says

      Hi Kristen,

      While I understand why would feel that way, I think you are missing out on a big opportunity where job seekers are sharing details about both their personal and work lives. If you knew that a job seeker spent nearly 7 hours a month on a certain job board, you’d advertise your job postings there, right? What if you could target that same job seeker by their degree, interests, location, and job experience? I’m pretty sure you would be interested. What if I told you the job board I’m describing is actually Facebook? I think most companies are missing out on a huge opportunity because they are uncomfortable with the growing gray area between work and life.

      Thank you for your comment. Food for thought.



  1. […] 81% of college students across the globe are accessing Facebook at least once a day.  Surprisingly, the US did not have the highest percentage.  They strolled in with a 79%.  Other countries of note included:  UK at 89%, Spain at 84%, Mexico at 91%, and India at 92%.  Japan was the lowest percentage bringing up the rear at 46%.  Read more about global social media recruitment trends. […]


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