A 2016 study conducted by LinkedIn — the leader in career-oriented social networking — showed the use of big data to be one of top trends in recruiting for professional roles worldwide. In 2016, the share of global companies who considered digital HR to be important or very important stood at approximately 72 percent. In another survey of HR professionals in the United States, it was also revealed that over 90 percent of companies are presently making use of social media networks in their hiring process. The study further revealed that job recruiters in the U.S. have experienced a sharp increase in both the quality and quantity of candidates due to the implementation of social media for recruiting purposes.
According to a global survey of hiring decision makers, 40 percent of the respondents regarded social professional networks as a source for quality hires. On the other hand, job seekers also increased their online searching and self-promoting in tangent with the demand of recruiters. In 2015, over 80 percent of Americans surveyed had a high level of confidence in their digital job-seeking skills, such as creating a professional resume, filling out a job application or contacting a potential employer. However, American job-seekers resort to the use of an unprecedented number of different online resources, from contacting people in their professional or personal network to verifying employer-review websites. In 2017, 54 percent of hiring professionals decided not to hire a candidate based on content found on social media. The background information supporting the professional qualification of job-seekers is one of the most common social media discovery that lead online recruiters to extend an offer to the candidate. Provocative or inappropriate photographs, videos or information is one of the more common social media discoveries by online recruiters that lead to a candidate not getting a job.
LinkedIn is currently the most frequently used social media site for recruiting, according to HR professionals. After posting a job opening, recruiters find that the average number of applications per job is higher when posting on LinkedIn than on other social media sites, making it the platform with the highest successful hiring rate, more than Facebook or Twitter. As of 2016, the number of LinkedIn members had grown to over 460 million users. The company was acquired by Microsoft at the end of 2016.