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If I have to remember one more
password for yet another website or social network, I think I’m going to
implode. Passwords and pin codes were created for our protection against theft
but they prove to be an annoyance. Most people, once they are on Facebook or
LinkedIn, don’t generally log out including myself which is why the social sign
on as part of the hiring and job application process is so convenient.
The Social Sign On Improves Candidate Experience
Job seekers who are registered on
social networks have their details all ready to go, and now, recruiters are
making it easy to find those people by allowing them to apply for jobs using
their social log-in information. It’s a super-simple way to create accounts
using your network by tying into their network. In fact, just yesterday, I used
my Facebook account to access a client blog on Typepad, where I write. No need to create or try to remember new
complex passwords. This makes my life – and job seekers’ lives – a lot easier.
Job seekers already spend an
average of 45 minutes completing an online application and employers who add
the social sign on to their ATS can shave off 10-20 minutes. When it comes to the candidate experience, I
believe that is money well spent.
Gigya, the makers of SaaS technology,
did a study recently that showed that sites that incorporate Facebook Connect,
LinkedIn and Twitter sign saw users spending 50 percent more time on that site
when they logged in through a social network. Except for the candidate
experience, this works in reverse. We want job seekers to apply online quickly
and seamlessly especially since an application is a candidate buying decision.
We want job seekers to spend time not on the application but researching and learning about their prospective place of work. That means we encourage the casual Internet surfing of videos, joining our talent network, blogs, and our company culture page instead of spending copious amounts of time completing an application online.
Is the social sign on mainstream
just yet? Not quite, but it’s a trend I seen differentiating employers as job
seekers weigh their employment options. Here’s the breakdown based on all
websites that offer social sign on not just employers and their online
applications.
- · Facebook is the most popular origin of social logins with 61 percent
- · Yahoo is 15 percent
- · Google is 12 percent
- · Twitter is 10 percent
- · LinkedIn is 2 percent
While I see LinkedIn being higher
for employment applications because it is a professional social network,
employers will also offer several options when it comes to the social sign on
as not everyone has a profile on every social network or uses them the same
way.
Mobile Job Search Lends to the Social Sign On
Imagine spending 45 minutes applying for a job posting on a company's ATS or applicant tracking system. Yikes. Now, imagine doing the same thing from your mobile device. As screens get smaller, the social sign on becomes more important not just from a time stand point for the candidate but in the job seeker's user experience. We are relying on our mobile devices, tablets and smartphones more than ever before including the hiring and employment process. In January 2013, 6 million people searched for jobs using their mobile device, a figure that more than doubled from a year ago according to recent report from ComScore. I find that recruitment and workplace trends normally follow suit of how consumers are using tools and technology in their personal lives.
The downside is that social media privacy issues involving employent may pop up. Giving a social network access to data and information like social
security numbers and your job history is enough to give anyone the willies.
Employers will have to work hard to communicate to their candidates, that the
social sign in process is used to make the hiring and login process
easier. Given the recent media attention
and legislation making it illegal for employers to request social network
access and password, companies will have to make sure and communicate and
educate how the social sign on process works.
And that using the sign on does not give employers access to candidate
social network passwords and information.
Did you know that Talent Circles incorporates the social sign on into their talent network? This features makes it easy for candidates to join instantly. Click here to learn more.
Jessica Miller-Merrell, SPHR is a workplace and technology strategist specializing in social media. She’s an author who writes at Blogging4Jobs. You can follow her on Twitter @blogging4jobs.
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