1) The document analyzes social media data from 310 recruiters on Twitter to provide insights about their social media behaviors and the types of content they share and engage with. 2) It finds that while recruiters are active on multiple networks, LinkedIn is most popular and they often cross-post between LinkedIn and Twitter. Nearly two-thirds use mobile apps extensively to engage via social media. 3) Recruiters most often share content from industry-specific media sites and mainstream business media sources. The brands and influencers they engage with most online reflect the popular sources of content they consume.

1. Your Online Marketing and B2B Social Marketing Experts
@Leadtail and @BestB2BSocial
Recruiters on Twitter
B2B Social Insights Report
Updated June 2013

2. Introduction
Despite all the technology available, your ability to reach, engage, and influence decision makers
is still limited. While buyer personas, surveys, and search marketing data can get you in the
ballpark, we believe social media insights are now a “must-have” for understanding key business
professionals in a way that becomes truly actionable.
With this in mind, we developed this report, Recruiters on Twitter. Using Leadtail’s B2B Social
Marketing technology to analyze data from Twitter, this report reveals insights about recruiters to
help you answer questions such as:
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Which social networks are recruiters active on?
}
What topics are they talking about?
}
How are they using mobile to engage via social media?
}
What sources of content are these HR professionals sharing?
}
What are the most influential people, brands, and publications with recruiters?
Armed with these social media insights, you can now take a more informed look at
your strategy for reaching, engaging, and influencing recruiters, and getting them to
take the actions you care about most.
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3. Methodology and Data Set
The methodology the Leadtail team used to create this report:
1.
Identify recruiters active on social media based on criteria such as job title, seniority, type of
company, etc., to create the target audience data set.
2.
Use the Leadtail B2B Social Marketing technology to extract insights around key activities, such
as what links are shared, who is mentioned and retweeted, popular hashtags, popular platforms
used to share content, etc.
3.
Review, analyze, and package these insights into periodic reports.
The specific data set analyzed for this report was composed of:
}
310 U.S. based recruiters active on Twitter during the report period
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Includes both in-house corporate recruiters, as well as agency and contract recruiters
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Total of 55,576 tweets, and 33,623 shared links.
}
Total follower reach: 835,336; median # of followers per recruiter: 579
}
Tweets published between March 21, 2013 – June 20, 2013.
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4. Key Takeaways
}
While recruiters participate on multiple social networks, LinkedIn is
far and away the most popular with over 64% of our recruiters
cross posting content between LinkedIn and Twitter
}
Half of the content recruiting professionals share via Twitter
comes from HR industry specific media sites, such as: Bullhorn
Reach, ERE.net, and Recruiter.com
}
Nearly 2/3 of recruiters actively are using mobile apps to
consume and share content on the social web
}
Photo and video sharing apps drive mobile sharing – while the
Tweet button and social media tools like Hootsuite and TweetDeck
drive sharing via the desktop
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5. Where Are They Located?
Our recruiters come from cities big and small across the United States.
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Based on Location provided in Twitter Profile.

6. How Do They Describe Themselves?
The way sourcing professionals describe themselves on Twitter reveals topical
keywords that can help you reach and engage them across the Social Web.
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Based on keywords used in Twitter Profile.

7. What Do They Talk About?
Hashtags reveal the topics and events, big and small, national and local, that
captured the attention of these recruiters during the report period.
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8. Which Social Networks Are They Active On?
100%
Twitter
64%
LinkedIn
Instagram
14%
foursquare
13%
Vine
5%
Paper.li
4%
Pinterest
3%
Tumblr
2%
Spotify
1%
Untappd
1%
Quora
1%
GetGlue
1%
In addition to Twitter, recruiting pros are active
on a number of other social networks, many of
which cross post content to Twitter.
Not surprisingly, the most popular network is
LinkedIn – 64% of our sample shared at least 1
tweet directly from LinkedIn during the report
period.
% of Recruiters that shared between this network + Twitter during the report period
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9. How Much Are They Using Mobile?
While many HR professionals struggle in their
professional lives to figure out where mobile fits into
their strategy – they appear to have no problem
figuring out where mobile fits in their own daily lives.
About two-thirds of the HR professionals we analyzed
shared at least 1 tweet from a mobile device during
the report period. Understanding how to engage
recruiters on mobile is clearly an imperative for those
who wish to engage and influence these
professionals.
Web Only 35%
Mobile & Web 65%
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10. Which Apps + Platforms Drive Mobile Sharing?
With built-in features that promote sharing content to social networks, it’s not surprising that iPhone
apps dominate mobile sharing by recruiting professionals
42%
Twitter for iPhone
16%
Twitter for iPad
Twitter for Android
14%
Instagram
13%
foursquare
13%
Twitter Mobile Web
10%
iOS
8%
Camera on iOS
8%
7%
Photos on iOS
Safari on iOS
6%
Vine - Make a Scene
5%
Flipboard
5%
% of Recruiters that published at least 1 tweet from this platform during the report period
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11. What Drives Sharing on the Web?
Recruiters share content in multiple ways – with a large majority using Twitter.com’s web
interface, the distributed Tweet button, and LinkedIn at least once during the period.
69%
Twitter.com
66%
Tweet Button
LinkedIn
64%
HootSuite
24%
20%
Bullhorn Reach
14%
TweetDeck
Facebook
5%
Buffer
4%
twitterfeed
4%
Paper.li
4%
Jobvite
3%
% of Recruiters that published at least 1 tweet from this platform during the report period
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12. What Types of Content Do They Share?
As the most shared type of content, industry
media plays an important role in defining the
conversations HR professionals have with each
other, their internal teams, and ultimately clients
and customers. Many of these publications
feature submissions from HR thought leaders and
experts, and have robust email and social media
distribution that keeps their content in front of
recruiting professionals daily.
Mainstream media sites are the second most
commonly shared type of content. The vast
majority of mainstream media content shared is
leadership, business, and strategy focused –
typically covering broad industry issues and
trends.
The social/user generated media category for HR
professionals includes everything from insightful
videos about emerging startup communities to
thoughts on the latest episode of Scandal (hey,
we’re human after all!)
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eCommerce
(e.g. Amazon)
1%
Social Media
15%
Industry Media
50%
Mainstream
Media
34%
% of 100 Most Popular Shared Content Sources
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13. What Are the Most Shared Mainstream Sources?
Following are the Top 25 Mainstream Media Content Sources shared by recruiters during the
report period, ranked based on the number of unique recruiters that shared each source.
1.
Forbes
2.
Inc. Magazine
3.
Wall Street Journal
11.
4.
New York Times
5.
HBR Blogs
6.
Huffington Post
7.
Fast Company
8.
Wall Street Journal Blogs
9.
Yahoo! Finance
10. CNN Money
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12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
BuzzFeed
Businessweek
Bloomberg
Washington Post
Wired
Entrepreneur
CNET News
USA Today
Lifehacker
US News Money
Guardian UK
CBS News
ABC News
NPR
CNN

14. What Are the Most Shared Industry Sources?
Following are the Top 25 Industry Media Content Sources shared by recruiters during the
report period, ranked based on the number of unique recruiters that shared each source.
1.
Bullhorn Reach
2.
ERE.net
3.
Business Insider
12.
13.
4.
The Undercover Recruiter
5.
TLNT
14.
15.
16.
17.
18.
6.
Mashable
7.
Recruiter.com
8.
Biz Journals
9.
TechCrunch
19.
10. Careerealism
14!
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20.
21.
22.
23.
24.
25.
SourceCon
LinkedIn Talent
Recruiting Blogs
Smart Recruiters
Blogging4Jobs
VentureBeat
Fistful of Talent
YouTern
Boolean Blackbelt
Social Media Today
Social Hire
All Things D
LinkedIn Blogs
HR Examiner
The Recruiters Lounge

15. What Are the Most Shared Social Sources?
Following are the Top 15 Social Media Content Sources shared by recruiters during the report
period, ranked based on the number of unique recruiters that shared each source.
1.
LinkedIn
2.
YouTube
3.
Instagram
4.
Pinterest
9.
15.
Vine
8.
14.
Paper.li
7.
13.
foursquare
6.
12.
Facebook
5.
11.
Slideshare
10. Twitter (Photos)
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Twitpic
Glassdoor
Blog Talk Radio
Vimeo
Google+

16. Who Do Recruiters Retweet the Most?
There is persistent social
media myth that content is
retweeted because the reader
likes it.
While that is surely true some
of the time, there is one less
obvious (but profound) reason
why people retweet. They
think:
“My followers will like this.”
Whether it’s because it’s funny, timely, provocative, or topical - who gets retweeted is a
reflection of what people believe their own audience will find relevant.
This word cloud shows people that were retweeted most by recruiters during the report period.
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17. Who Do Recruiters Mention the Most?
Another measure of influence is
how often a person is
mentioned.
Mentioning a person by name
can mean a few different things
in social media: giving credit to
someone for an idea or piece of
content being shared, engaging
someone directly in
conversation, or giving a shoutout to a person you’ve recently
met.
In any context, being mentioned is a sign that that person is an active part of the social conversation
between HR professionals.
This word cloud shows people who were mentioned most by recruiters during the report period.
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18. Which Brands Do Recruiters Retweet Most?
As social media continues to
reshape how we communicate,
the line between “publishers” and
“brands” continues to blur.
Traditional organizations,
vendors, and service providers
need to think (and act!) like
publishers - or said another way,
“brands” need to create and
share content that is highly
relevant to engage their target
audience.
So which brands are doing the best job creating the kind of content that engages recruiting
professionals and inspires them to pass that content on to their networks?
This word cloud shows brands that were retweeted most by recruiters during the report period.
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19. Which Brands Do Recruiters Mention Most?
Looking at what brands HR
executives mention on Twitter can
give us another perspective on
the forces that shape their views
on products, services, and
industry trends.
When the brands being
mentioned align closely to
popular sources of shared
content (as they do here) it is a
good indicator of where the
content HR decision makers are
consuming is coming from.
This word cloud shows the brands that were mentioned most by recruiters during the report period.
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20. Conclusions
Imagine if you could listen to the daily conversations of recruiters… How would
you use what you heard to better reach, engage, and influence these HR
professionals to take the actions you care most about?
For example, would it provide you insights into where to advertise, what
content to create, who to build relationships with, and how best to develop and
implement your social media strategy? Sure it would.
We created Recruiters on Twitter to provide you with social media insights to
help you make more informed decisions for reaching, engaging, and
influencing these Human Resources professionals.
And since the topics, content sources, and influencers are constantly changing
so, too, are the social media insights. With this in mind, keep an eye out for our
upcoming reports!
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21. About Leadtail
Leadtail is an agency focused on making online marketing and social media work for
business. The Leadtail team has developed and implemented social media programs
and campaigns for leading consumer and business brands including TiVo,
WageWorks, Alcatel-Lucent, Symantec, Adaptive Planning and Peoplefluent.
Connect with us!
888.705.4777
@Leadtail, @BestB2BSocial
www.Leadtail.com/blog/
www.linkedin.com/companies/Leadtail
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