In December of 2012, Bullhorn conducted its second annual trends survey of agency recruitment professionals in Europe, seeking to assess the state of the staffing industry from the perspective of business performance,recruiter remuneration, popularity and growth of recruiting technologies, and measurement best practices. In addition to the 2013 European Staffing and Recruitment Trends Report, the 2013 North American Staffing and Recruiting Trends Report and the 2013 Australian Staffing and Recruitment Trends Report are also available on the Bullhorn website.

1. A VieW
from THE
c lo u d
2 013
EUROPEAN Staffing and RecruitMENT Trends Report

2. CONTE NTS
4
R E V E NUE P E RFORMA N C E
5 CLO UD U SAGE
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M ET RICS
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B E ST P R AC TIC E S
1 0 T IM E AL LOCATIO N
1 2 RE CR UI TM E N T TE C HN O LOGY
1 3 R E M UN E R ATIO N
16
S OCI A L M E DIA
1 9 CAN DIDATE TR E N DS
Introduction
In December of 2012, Bullhorn conducted its second annual trends survey of agency recruitment professionals
in Europe, seeking to assess the state of the staffing industry from the perspective of business performance,
recruiter remuneration, popularity and growth of recruiting technologies, and measurement best practices. In
addition to the 2013 European Staffing and Recruitment Trends Report, the 2013 North American Staffing and
Recruiting Trends Report and the 2013 Australian Staffing and Recruitment Trends Report are also available on
the Bullhorn website.
European recruitment professionals are embracing some technologies, cautiously testing others, and expecting
growth on multiple levels in 2013. With growing revenue and a continued focus on strengthening new and
existing client relationships, plus a desire for geographic expansion, European staffing agencies feel poised for
a healthy year.
2

3. Key Findings
• Sixty-three per cent used a cloud-based
recruitment solution in 2012.
• Respondents who used cloud recruitment
solutions had greater company revenue,
individual remuneration, and attracted a
higher number of candidates than those
who did not use cloud solutions.
• Average expected remuneration for VPs,
directors, and managers increased,
while expected remuneration for their
staff (recruitment consultants, account
managers, sales consultants) and
superiors (owners, C-level executives,
MDs, board members) decreased.
• Large firms considered CRM recruitment
• Ninety-seven per cent used social media
for recruitment in 2012.
• Fifty-eight per cent reported that their 2012
remuneration increased over 2011.
• Eighty-five per cent plan to add staff to
their business in 2013, versus 91 per cent
who planned to do so in 2012.
• Ninety-two percent believe their firm’s
revenue will increase in 2013, versus 88 per
cent who felt similarly for 2012.
• The healthcare sector had the highest
average hit rate in 2012 (44 per cent) and
the advertising/marketing/creative sector
had the lowest hit rate (eight per cent).
technology more important than small or
mid-sized firms.
• Seventy-five per cent of firms either met
or exceeded their 2012 revenue goal,
compared to 61 per cent in 2011.
3

4. Looking Back at 2 012 and FORWARD TO 2 01 3
In last year’s European Recruitment Trends survey conducted in December of 2011, recruitment professionals
reported high hopes for growth in 2012. All of the recruitment executives surveyed predicted that their firms’
revenue would increase over 2011, with 52.4 per cent of respondents expecting growth of 25 per cent or
greater. Ninety-one percent of staffing professionals in leadership positions anticipated adding personnel in
2012, with 58.7 per cent planning to expand into new geographies.
More firms reported meeting and/or exceeding their revenue goals in 2012 than in 2011, but nonetheless only
30 per cent of firms did better than they expected, and 25 per cent fell short – hardly the unanimous victory
executives expected.
Firms That Met or
Exceeded Revenue Goals
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2012 Firm
Revenue Performance
25%
67%
75%
45%
2011
Exceeded Goals
Met Expectations
Did Not Meet Goals
30%
2012
Sentiments for 2013, however – as in 2012 – are still highly optimistic if somewhat tempered. Ninety-two per
REV EN UE PE
cent of respondents expect to increase revenue in the coming year, 85 per cent plan to add staff, and 57.5
per cent anticipate geographic expansion.
Respondents Expecting Increase
in Revenue for Upcoming Year
100%
80%
100%
52%
60%
40%
0%
38%
10%
2012
Increase >0% and <10%
80%
43%
79%
60%
59%
40%
29%
85%
58%
20%
20%
0%
2013
Increase >11% and <25%
91%
RFORM AN CE
20%
Firm Growth Initiatives
for Upcoming Year
Increase >25%
2012
Hiring
2013
Sector and Location Expansion
4

5. European heads are not i n t h e c lo u d
When asked if they used cloud-based recruitment software, defined as “remotely-accessible services
delivered over the Internet” – 62.8 per cent of respondents said yes, and 37.2 per cent said no. Despite cloud
software generally being more affordable, faster, and less resource-intensive than on-premise software, nearly
40 per cent of respondents aren’t taking advantage of it for recruiting. To better understand the reasoning of
users and non-users, both groups were asked to identify what they considered to be the benefits of cloud
software. And both groups returned similar responses.
Nearly 88 per cent of respondents who did use cloud
recruitment solutions identified a key benefit as “the
ability to work from any location at any time”, and the
non-user group provided the same top response. For
Recruiters Who Use Cloud-Based
Recruitment Software
both groups, the next most prominent benefit was “easier
expansion/scalability across geographies” – an important
consideration as the majority of firms plan to expand
NO
their geographic reach in 2013. Interestingly, a greater
37%
YES
percentage of non-users identified ease of integration
63%
as a benefit than users. Almost 16 per cent of non-users
were unsure as to cloud software’s benefits – which isn’t
surprising. However, three per cent of people who used
cloud software were also unsure of its benefits, indicating
that not everyone who uses certain technology may be
aware of its value, or may even agree that is has value.
Benefits of Cloud Software
88%
71%
46%
CLOU D USAGE
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
54%
53%
42%
41%
31%
29%
25%
16%
3%
Ability to Work
From Any
Easier
Expansion/Scalability
Increased
Business Agility
Perceived Benefits
Reduced
IT/Admin Costs
Easier Integration
with Other
Unsure of
Benefits
Realized Benefits
5

6. As cloud computing continues to grow in prevalence
2012 Firm Revenue Goals by
Use of Cloud Software
in Europe especially, it’s curious to see that both
users and non-users share similar views on its most
60%
prominent benefits. If they’re aware of the benefits of
50%
cloud computing, why are 37.2 per cent of recruitment
40%
professionals not leveraging it?
30%
51%
42%
34%
20%
This question takes on special importance given that
10%
34 per cent of firms whose employees used cloud
0%
recruitment technology exceeded their 2012 revenue
Exceeded
Goals
goals versus only 23 per cent of firms who didn’t use
Use Cloud
cloud recruitment technology.
METRICS M A D N ESS
measure business effectiveness in 2012, 53.1 per
3%
cent of recruitment professionals placed “total
same as in 2011. “Fill rate” was the second most
popular selection, as it had been last year, with
21.4 per cent. The third most important metric was
Did Not
Meet Goals
Met
Expectations
Do Not Use Cloud
Most Important Performance Metric
For Staffing Firms
When asked to rank the metrics they used to
number of placements” at number one – exactly the
25% 26%
23%
0%
Total Number of Placements
9%
Fill Rate
13%
53%
22%
Average Gross Margin of Placement Fee
Hit Rate
Total Number of Job Orders
Time-to-fill
“average gross margin of placement fee”, which had
been ranked fourth in 2011, followed by “hit rate” at
number four, which had been ranked third in 2011.
When ranking the effectiveness of individual sales consultants, 2012’s findings also echoed those of 2011.
As in 2011, the most important metric for measuring sales consultant success in 2012 according to 82 per cent
of respondents was “number of placements”. “Placement ratios” was second in importance, as it had been in
2011, but third was “number of interviews set” (versus “number of contracts” in 2011). This was followed by
MET
“number of job orders”, “number of contracts”, and “time-to-fill”. Four per cent thought sales effectiveness
was simply “difficult to track” and ten per cent used other metrics, including “total revenue” and “billable fees”.
One respondent mentioned an especially compelling metric: “candidate and client satisfaction”.
RIC S
6

7. Metrics Used in Measuring
Effective Sales Consultants
100%
95%
82%
80%
60%
50%
38%
40%
34%
27%
19%
20%
29%
17%
14%
5%
13%
14%
4%
5% 10%
0%
Placements
Placement
Ratios
Job Orders
Contracts
2011
Scheduled
Interviews
2012
Time-to-fill
Difficult
to Measure
Other
The survey asked recruitment professionals to disclose their average hit rate, defined as the number of
successful placements divided by total number of client submissions and multiplied by 100. Twenty per cent
of respondents reported a hit rate of “31-40 per cent”, followed by 18 per cent with a hit rate of “11-20 per cent”
and 17 per cent with a hit rate of “21-30 per cent”. In total, 54 per cent of European recruitment professionals
reported an average hit rate greater than 31 per cent. Only 49.1 per cent of North American recruiters achieved
the same success.
More interesting, however, were the variations in average hit rate when segmented by sector, size of firm, and
type of firm.
The healthcare and industrial sectors came out on top, with average hit rates of 44 per cent. Information
technology, the most heavily represented industry in our survey, had an unremarkable average of 27 per cent,
but advertising/creative/marketing had an abysmal hit rate of just eight per cent.
Average Hit Rate By Industry
0%
Healthcare
Industrial
Construction
Legal
Sales
Real Estate
Public Sector
Accounting / Banking
Office / Clerical
Information Technology
Scientific / Engineering
Energy / Mining
Advertising / Creative
10%
20%
30%
40%
50%
60%
44%
44%
41%
37%
36%
35%
34%
34%
31%
27%
24%
16%
8%
7

8. Average hit rate across type of firm was quite
Average Hit Rate by Type of Firm
consistent, with percentages in the upper-thirties
for all.
60%
Size of firm, however, did have a bearing on
50%
hit rate. Small firms had the highest hit rate,
averaging 37 per cent. Mid-sized and large firms
had hit rates in the lower thirties. This could be
attributed to small firms likely having greater
oversight over individual accounts.
40%
38%
30%
38%
36%
36%
20%
10%
0%
Temporary
Contract Direct Hire
Consulting
Executive
Search
Average Hit Rate by Firm Size
60%
50%
Small firms
had the highest
hit rate, averaging
37 per cent.
40%
30%
37%
20%
31%
32%
Mid-Size
Large
10%
0%
Small
W hat Wo rks
and What Doesn’t
adjustments they’d made in 2012, 72 per cent
of European recruitment professionals said they
“increased focus on strengthening new and existing
client relationships”. The second most popular
adjustment was “introducing social media to the
recruitment process”, followed by “investing in
software and technology upgrades”.
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
B EST PR AC T IC E S
Asked to identify the particularly effective business
Business Adjustments Made in 2012
72%
55%
40%
30%
16%
Increased Focus
on Strengthening
Client Relationships
Introduced
Social Media
Invested in
Software and
Technology
Expanded into
New Sectors
Scaled back
Focus to Areas
of Expertise
8

9. A higher percentage of respondents who used cloud
Business Adjustments Made in 2012
by Cloud Users
recruitment solutions “invested in software and
technology” than those who didn’t — as would be
100%
expected. Interestingly, both groups had roughly the
80%
same percentage of respondents who introduced
60%
social media into their recruitment mix, suggesting
40%
that social recruitment is gaining traction across
20%
71% 74%
55% 54%
45%
31%
31% 29%
14%
20%
0%
the board.
Increased Focus
Introduced
on Strengthening Social Media
Client Relationshops
Invested in
Software and
Technology
Expanded into
New Sectors
Scaled Back
Focus to Areas
of Expertise
Do Not Use Cloud
Use Cloud
Finding Clients and Candidates:
A Soc ial M ed i a Pa r adox
When it comes to finding the best candidates, consultants’ tactics haven’t changed much over the last
year. Networking and referrals remain the most effective approaches, although job boards and social media
climbed. This is quite different from North America, where “job boards” ranked lowest in effectiveness and
“social media” has been consistently rising in the ranks.
Best Methods for
Finding Candidates
Networking
Referrals from Previous Placements
In-house Candidate Database
Job Boards
Social Media
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Rating Average
2011
2012
9

10. In terms of attracting new clients, however, Europe was much more partial to social media. When asked to
choose three of the best ways to obtain new clients, 69.4 per cent of respondents reported that attending
“networking events” was helpful, followed closely by participating in “online social networking (e.g.
LinkedIn groups, Twitter)” (66.7 per cent), maintaining “an online web presence” (53.1 per cent), and joining
“professional groups” (44.9 per cent). Interestingly, this was the exact same order of preference as 2011.
Best Methods for
Obtaining New Clients
100%
80%
64% 69%
60%
67%
58%
47%
53%
40%
44% 45%
22%
20%
18%
0%
Attend
Social
Networking Events Networking
Maintain an Join Professional Search Engine
Online Presence
Groups
Marketing
2011
2012
Hous eke e p i n g
When asked how much time they
important business adjustment
recruiters spent less than ten per
spent managing existing client
they made in 2012, the increase
cent of their time attending to
accounts, 33.3 per cent of
in time spent managing existing
business outside the office, the
account-focused consultants
accounts is a logical extension of
majority of European recruitment
said it took up 31-50 per cent
that focus.
professionals – 60.5 per cent –
of their time, while 30.6 per cent
their time. This is in contrast to
the 5.6 per cent of respondents
who devoted more than half of
their time to managing existing
majority of respondents citing
“strengthening new and existing
client relationships” as an
events and face-to-face time,
European consultants spent
far more time out of the office
meeting with clients and
their time meeting with clients,
prospects, and candidates, and
nearly 42 per cent spent between
10-25 per cent of their time in
the field.
candidates than did their North
This is an increase over 2011,
American counterparts. While
when only 35.4 per cent of
51 per cent of North American
European recruitment consultants
10
OCAT IO N
accounts in 2011. With the
preference for networking
spent more than ten per cent of
T IM E A LL
spent more than 50 per cent of
However, true to their stated

11. spent between 10-25 per
of the office increased with half of
Unlike North America, however,
cent of their time meeting with
all account-focused respondents
there were no true road warriors
stakeholders. Why did this
spending between 10-25 per cent
in the European survey, as no
happen? A likely factor, discussed
of their time outside and a quarter
sales consultant spent more than
in a later section of the report, is
spending between 26-50 per cent.
half their time out of the office.
that mobile access (a key benefit
Interestingly, of the 25 per cent
With face-to-face meetings being
of cloud-based recruitment
of consultants who did spend
the best way for European sales
technologies) has enabled
between 26-50 per cent
consultants to win new business,
recruitment professionals to work
of their time out of the office,
it’s no surprise that there’s been
more efficiently without being
78 per cent were cloud
a substantial decrease in the time
tethered to their desks.
recruitment technology users –
spent acquiring new clients since
much higher than the 63 per cent
last year.
From the specific perspective of
sales consultants, time spent out
average across all respondents.
Time Spent Out Of Office
for Meetings (All Respondents)
Time Sales Consultants Spent
Managing Existing Accounts
60%
60%
50%
50%
53%
40%
40%
30%
28% 27%
20%
10%
33%
14%
0%
40%
30%
42%
35%
20%
15% 15%
10%
9%
<10%
31%
48%
6%
10%-30%
2011
31%-50%
0%
<10%
>50%
2012
10%-25%
2011
>50%
2012
Time Sales Consultants Spent
Acquiring New Clients
Percentage of Time Sales Consultants
Spent Out Of Office for Meetings
60%
80%
50%
67%
60%
40%
50%
40%
20%
26%-50%
2% 3%
40%
30%
33%
28%
20%
25%
25%
0%
0%
<10%
10%-25%
2011
26%-50%
2012
>50%
0%
33%
28%
18%
10%
0% 0%
39%
9%
6%
<10%
10%-30%
2011
31%-50%
>50%
2012
11

12. ATS/CRM CHANGES IN P ERCE P T IO N
Regarding recruitment technology, general
perception of its importance decreased since 2011.
Examining cloud recruitment technology users
versus non-users, however, it’s clear that those
who recognise the value of cloud computing
also appreciate the importance of advanced
technology – ATS/CRM systems and mobile
access to these systems. Only four per cent of
Importance of ATS/CRM Technology
to Recruitment Professionals
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
64%
59%
33%
22%
14%
6%
Extremely
Important
cloud users considered ATS/CRM technology to
Somewhat
Important
2011
be of no relevance or unimportant, versus the 17
per cent of cloud non-users who felt the same.
Therefore, the decrease in overall perception of
ATS/CRM importance may be a reflection of the
37 per cent of respondents who didn’t use cloud
recruitment solutions. Even if people in this group
did use ATS/CRM systems, the fact that these
systems weren’t cloud-based could have had a
bearing on their perceived value.
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
per cent who felt so in 2011. In total, 83.4 per
cent considered mobile CRM either “somewhat
year later, only 76.3 per cent did.
32%
13%
2%
Somewhat
Important
2%
Neutral
4%
Not Important
Do Not Use Cloud
Importance of Mobile Technology
to Respondents
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
56%
38%
38%
27%
19%
10%
Extremely
Important
Somewhat
Important
2011
Neutral
2012
6%
5%
OGY
important” or “extremely important” in 2011. A
33%
RE CRU IT MEN T TE CHN OL
access “extremely important” in 2012, versus 56.3
51%
Use Cloud
considered mobile access to their CRM
professionals we polled considered mobile CRM
2012
63%
Extremely
Important
European recruitment professionals actually
they did in 2011. Only 38.4 per cent of recruitment
Not Important
Importance of ATS/CRM Technology to
Consultants Who Use Cloud Recruitment Solutions
M o bile Access:
No Longer a Novelty
recruitment systems less important in 2012 than
Neutral
0% 3%
Not Important
12

13. Respondents who used cloud recruitment technology, however, were significantly more likely to appreciate
mobile access to their ATS/CRM system. This makes logical sense as only cloud-based recruitment tools
allow for completely on-the-go access, and the ability to work from anywhere at any time was the number
one benefit of cloud computing according to all respondents. For the large contingent of cloud non-users, it is
possible that they didn’t consider the importance of something they hadn’t experienced.
Unsurprisingly, cloud recruitment technology users also spent more time out of the office meeting with clients
and prospects than their non-user counterparts – perhaps because of the freedom afforded to them by mobile
recruitment access. Twenty-two per cent of cloud users spent at least a quarter of their time out of the office
versus only 13 per cent of non-users.
Time Spent Out of Office for
Meetings by Cloud Software Users
Importance of Mobile Technology to
Respondents Who Use Cloud Software
60%
60%
50%
50%
43%
42%
30%
32%
44%
40%
40%
32%
31%
30%
37%
42% 44%
20%
20%
12%
10%
4%
5%
0%
Extremely
Important
Somewhat
Important
Use Cloud
Neutral
18%
10%
Not Important
10%
4% 3%
0%
<10%
10%-25%
Use Cloud
26%-50%
>50%
Do Not Use Cloud
Do Not Use Cloud
A POT OF GOLD
R EMU NE RAT IO N
While 2012 may not have been particularly profitable for recruitment agencies, individual recruitment
consultants and executives had reason to be happy. Fifty-eight per cent of respondents stated that their total
2012 remuneration (salary and bonus) increased over 2011. And since 57 per cent of respondents in 2011
reported an increase in remuneration over 2010, it seems to have been a good few years financially for the
majority of recruitment professionals. Only 13 per cent of respondents saw a decrease in remuneration in
2012, similar to the 12 per cent who did in 2011.
13

14. 2012 Total Remuneration Compared to
2011 Total Remuneration
Cloud recruitment technology users had a much
better year financially than cloud non-users.
Sixty-five per cent of cloud users saw an increase
in total remuneration in 2012 versus 47 per cent of
13%
Increased
No Change
Decreased
58%
29%
technology played in contributing to cloud users’
financial success, the data suggests that it did
present an advantage.
2012 Total Remuneration Compared to
2011 Total Remuneration for Cloud Users
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
cloud non-users. While it’s unknown what role the
R e mu n e r at i o n
by Job Role
Bullhorn calculated average expected total
remuneration for both 2012 and 2013 by job title –
board members/C-level executives/owners/managing
65%
directors versus vice presidents/directors/managers
47%
37%
24%
11%
Increased
Use Cloud
No Change
16%
Decreased
Do Not Use Cloud
and recruitment consultants/account managers/sales
consultants.
Expected remuneration for board members, C-level
executives, MDs, and owners dropped significantly,
from £131,250 for 2012 to £93,489 for 2013.
Recruitment consultants, account managers, and
sales consultants also expected a decrease, from
£59,682 to £50,539. However, the opposite was true
VP s ,directors,
and managers
around the
world seem
to be having
a very
good yeaR.
for vice presidents, directors, and managers, who
anticipated an increase from £61,714 to £72,625 year
over year. What’s particularly strange about this finding
is that exactly the same pattern emerged in North
America. Owners and executives saw a decrease in
their expected remuneration for 2013 (though nowhere
near as substantial as that of Europe) as did recruiters
and sales consultants (who saw a more drastic decline
than Europe), but VPs, directors, and managers
14

15. predicted a rise in their pay. While remuneration
Remuneration Expectation by Role
expectations, as with revenue expectations,
£140,000
may have been overly optimistic for 2012, this
£120,000
still doesn’t explain why VPs, directors, and
£131,250
£100,000
managers around the world seem to be having a
very good year at the expense of both their staff
and their bosses.
£93,489
£80,000
£61,714
£60,000
£72,625
£59,682
£50,539
£40,000
£20,000
£0
Nearly 79 per cent of respondents expect
Board / C-Level /
Owner / President
their total remuneration to increase in 2013,
compared to only 1.7 per cent who expect it to
Vice President /
Director / Manager
2012
decrease. This is higher than the 73.5 per cent
Recruiter /
Account Manager /
Sales Representative
2013
of respondents who expected a remuneration
increase in 2012, though no one in last year’s
Remuneration Expectation
by Firm Size
survey expected a decrease.
What role, if any, does cloud usage play in
influencing remuneration? Though the differences
between cloud users’ and cloud non-users’
expected total remuneration for 2013 wasn’t
dramatic, cloud users across all titles expect
to make more money than non-users. Whether
£80,000
£60,000
£72,258
£67,180
£70,000
£72,650
£64,143
£58,795
£54,353
£50,000
£40,000
£30,000
£20,000
£10,000
£0
they recruit for, manage, or own their staffing
Small
firms, respondents who use cloud recruitment
Mid-Size
2012
Large
2013
technology are reaping financial rewards.
Remuneration Expectation for
2013 by Cloud User and Role
Remuneration Expectation for
Upcoming Year
£120,000
100%
80%
74%
£100,000
79%
£96,929 £92,273
£77,500 £71,964
£80,000
£60,000
60%
£52,650 £49,519
£40,000
40%
27%
20%
£20,000
20%
£0
0%
0%
Increased
No Change
2012
2%
Board / C-Level /
Owner / President
Decreased
2013
Use Cloud
Vice President /
Director / Manager
Recruiter /
Account Manager /
Sales Representative
Do Not Use Cloud
15

16. EUROPE’S atwitter with s o c i a l me di a
Social media remains a popular recruitment tool in Europe. In fact, respondents identified the single biggest
opportunity for European recruitment professionals in 2013 as “increased access to passive candidates via
social media”.
Biggest Opportunity in 2013 for
Staffing and Recruitment Professionals
3%
5%
Increased Access to Passive Candidates via Social Media
9%
Introducing More Efficient Business Practices and Processes
14%
Sourcing International Candidates
38%
11%
Untapped Growth in Emerging Economies
Increase in Flexible Roles and Workplaces
Increased Business Due to Other Recruiters Ceasing to Trade
20%
Other
Ninety-seven per cent of respondents we polled used social media for recruitment in 2012. All of the people
who reported using social media used LinkedIn.
Surprisingly, Europe dominated North America when it came to using Twitter for recruitment, with 70.8 per
cent usage in Europe versus 48.8 per cent usage in North America. Only 49 per cent of European respondents
used Twitter in 2011. Meanwhile, 47.8 per cent of recruiters used Facebook in 2012, about the same as in
2011, but Google+ usage actually dropped from 20.4 per cent in 2011 to 16.3 per cent in 2012. Additionally,
5.1 per cent of respondents used social networking site Pinterest for recruitment in 2012, more so than in
North America.
Social Media Channels Utilized
100%
96% 97%
80%
71%
S
60%
49%
47% 48%
20%
10%
20%
17%
16%
0% 5%
0%
LinkedIn
Twitter
Blogging
Facebook
2011
OCI A L ME DIA
40%
Google +
0% 3%
Pinterest
Did Not Use
Social Media
2012
16

17. Among the 2.8 per cent of respondents who didn’t use social media for recruitment in 2012, the number
one reason reported was “the risk of negative publicity/legal issues” (40 per cent). The next most common
reasons were “I am unsure how to use it”, “I don’t know how to measure its effectiveness”, and
“my candidates and clients don’t use social media”. In contrast, recruiters in both North America and
Australia who didn’t use social media chose not to do so because they didn’t know how to measure its
effectiveness or were generally unsure of how it worked. Only in Europe was “the risk of negative publicity/
legal issues” a serious concern. It’s unclear whether this is a question of social media being a risky medium,
or a reflection of cultural norms.
Why Recruitment Professionals
Are Not Using Social Media
0%
Risk of Negative Publicity / Legal Issues
20%
Unsure of How to Measure Effectiveness
40%
Unsure of How to Use It
20%
Candidates and Clients Don’t Use Social Media
20%
Too Time Consuming
When asked which social media channels produced candidates that consultants were able to successfully
place, the most popular choice was, as in 2011, LinkedIn. Nearly 94 per cent of recruitment professionals
placed a candidate they found on LinkedIn in 2012, just as 89.8 per cent had in 2011. Twenty per cent of
respondents found luck placing candidates from Twitter (an increase of ten per cent over 2011), while only
9.3 per cent said the same of Facebook. In fact, a higher percentage of respondents placed candidates from
Facebook in 2011 than in 2012. Only 2.9 per cent and 2.3 per cent of total recruiters found success with
Google+ and Pinterest, respectively. However, since only 5.1 per cent of respondents actually used Pinterest,
this represents a success rate of 44.4 per cent.
Social Media Channels Utilized to
Successfully Place a Candidate
100%
90% 94%
80%
60%
40%
20%
20%
10%
14%
9%
5%
4% 3%
0% 2%
Blogging
Google +
Pinterest
0%
0%
LinkedIn
Twitter
Facebook
2011
2012
17

18. Despite their concerns about the perceived risk with social media, recruitment professionals certainly
acknowledged its primary benefits. Almost 78 per cent agreed that “finding passive candidates” was a major
benefit, followed by “building brand awareness” and “developing new client leads”.
Biggest Perceived Benefits of
Social Media Recruitment
100%
80%
71%
78%
57%
60%
49% 48%
40%
40%
27%
31%
20%
20%
24%
25%
19%
16%
13%
0%
Find Passive
Candidates
Build Brand
Awareness
Nuture
Develop New
Client Leads Client/Candidate
2011
Reduce Job
Board Cost
Drive Traffic
to Website
Communicate
Corporate News
2012
Ninety-one per cent of respondents plan to increase their use of LinkedIn in 2013, while 53.8 per cent will
invest more heavily in Twitter and 28.7 per cent in Facebook. Blogging also attracted significant support,
at 23.4 per cent, which will hopefully result in higher-quality content and interaction between recruitment
consultants and candidates.
Social Media Channels Expected to be
Utilized More in 2013
100%
91%
80%
60%
54%
40%
29%
23%
20%
18%
8%
Ninety-one
per cent of
respondents
plan to
increase their
use of LinkedIn
in 2013.
0%
LinkedIn
Twitter
Facebook
Blogging
Google +
Pinterest
18

19. The Trouble with Can di dat e s
Respondents cited the single
technology industry, amongst
the same (51.4 per cent),
biggest challenge facing
others, this perceived talent
versus 42.4 per cent who said
recruitment professionals in
shortage could be attributed
it had increased. Nonetheless,
Europe in 2013 as a “lack of
to fierce competition over
one respondent identified the
skilled candidates”. This was
software engineers and
biggest challenge for 2013
followed by a “weak economic
other IT professionals, as
as “candidates over-pricing
outlook” and “unrealistic client
well as historically low
themselves”. If their particular
expectations”. A “lack of skilled
UK unemployment rates.
skills are in demand, however,
candidates” was also the biggest
Interestingly, the number one
why wouldn’t candidates “over-
challenge according to North
challenge for 2013 according to
price” themselves?
American recruiters, though at a
Australian respondents – by an
slightly smaller percentage. When
extremely wide margin – was a
asked if there was a shortage of
“weak economic outlook”
skilled candidates in the sectors
(47 per cent).
for which they recruit, 81 per cent
With 42 per cent of European
respondents receiving only 1-9
applicants per job post, perhaps
the biggest opportunity of 2013
of European respondents said yes.
When asked if average candidate
– increased access to passive
remuneration had increased,
candidates via social media –
Given that 43 per cent of
decreased, or stayed the
will help recruitment consultants
European respondents
same, the majority of European
pursue IT professionals who are
recruited for the information
respondents said it had remained
already off the market.
Biggest Obstacle in 2013
for Staffing and Recruitment Professionals
CA N
1% 1%
7%
5%
36%
DID ATE TR EN DS
10%
Lack of Skilled Candidates
Weak Economic Outlook
Unrealistic Client Expectations
Lack of New Jobs
Lack of Innovation in Sourcing Candidates
17%
23%
Inefficient Candidate Management Systems
Keeping Up with Supply of Contractors
Other
19

20. Candidate Interest in J o b s
Despite the low average number of applications per
job post, certain industries saw far more success
than others in attracting candidate attention.
The public sector drew the highest numbers of
applications per job post at 23, followed by office/
clerical jobs at 21. Oddly, advertising/creative/
marketing positions drew a high number of
applications – 19 – and yet resulted in a terrible
aforementioned average hit rate of only eight
per cent. It would seem then that many of the
candidates applying for such positions, even if
staffing agencies consider them high-quality enough
to send to a client, simply don’t make the grade.
In contrast, legal job posts attracted an average of
just four applicants. This could be indicative of a
Average Candidates Recieved
per Job Post by Industry
Public Sector
Office / Clerical
Advertising / Creative / Marketing
Accounting / Banking / Finance
Construction
Sales
Information Technology
Scientific / Engineering
Industrial
Real Estate
Energy / Mining
Healthcare
Legal
larger regional problem. While there is a surplus of
23
21
19
18
17
15
15
15
14
14
14
10
4
0
5
10
15
20
25
law school graduates in the United States and not
enough jobs for them, there may well be a shortage
of solicitors in the United Kingdom.
Executive search companies had a slightly higher
average number of applications per job post
compared to direct hire, contract, or temporary
firms, though not by a large enough margin so as to
indicate a substantively improved success rate.
Additionally, users of cloud recruitment technology
Average Candidates Recieved
Per Job Post by
Use of Cloud Software
18
16
14
12
10
8
6
4
2
0
16
Use Cloud
13
Do Not Use Cloud
received more applicants per job post than cloud
non-users. There was no real difference between
cloud users and cloud non-users in terms of hit
rate, so while the former group receives more
applications per post, the matter of identifying the
right candidates to send on interviews appears to be
more reliant on human insight.
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0

21. Conclusion
Recruitment professionals in Europe continue to be optimistic about the revenue growth potential of each new
year, and 2013 is no exception. And while 2012 was an unremarkable year financially, staffing leaders remain
committed to expanding both in headcount and geography in 2013. European recruiters excel at leveraging
diverse social media for recruitment. Not all technologies are so popular as yet, but they nevertheless hold
great promise.
About the Trends Report
Of the 195 staffing professionals
specialisations included direct
per cent of survey-takers were
who completed our survey,
hire/contingent (73.9 per cent),
recruiters, account managers, or
conducted in December 2012, 43
followed by contract/consulting
sales representatives; 33 per cent
per cent of them recruited for the
(58.5 per cent), and executive
were board members, C-level
information technology industry,
search/retained (47.3 per cent).
executives, owners, or managing
23.3 per cent for accounting/
banking/finance, and 19.3 per
cent for scientific/engineering.
Other popular sectors included
energy/mining (16.4 per cent)
and sales (15.9 per cent). The
majority of respondents were
from agencies whose staffing
The vast majority of European
respondents were from the
United Kingdom or Republic
of Ireland (89.4 per cent), with
5.8 per cent from other parts of
Europe, and 1.4 per cent from
the Middle East. In terms of
roles and responsibilities, 42.3
directors; 18.5 per cent were
vice presidents, directors, or
managers; and 5.8 per cent held
miscellaneous agency positions.
Total Number of
Sales Consultants at a Firm
>100
15%
20 - 100
23%
<20
63%
21

22. The vast majority of respondents we re from
the United Kingdom or Republic of Ireland
(89.4 per cent), with 5.8 per cent from other
parts of Europe, and 1.4 per cent from
the Middle East.
Type of Firms Represented
100%
80%
60%
74%
59%
40%
47%
31%
20%
0%
Direct Hire
Contract /
Consulting
Executive
Search
Temporary
Sectors Primarily Served
Information Technology
Accounting / Banking / Finance
Scientific / Engineering
Energy / Mining
Sales
Advertising / Creative / Marketing
Construction
Healthcare
Office / Clerical
Industrial
Legal
Public Sector
Real Estate
43.0%
23.2%
19.3%
16.4%
15.9%
12.1%
9.2%
8.2%
6.8%
3.4%
3.4%
2.9%
1.9%
0
10
20
30
40
50
60
22

23. About Bullhorn
Bullhorn® creates software and services that help recruiters put the world to work. For over ten years our
innovations have powered the recruiting and staffing operations of fast-growing start-ups up through the world’s
largest employment brands. Headquartered in Boston, with offices in St. Louis, Vancouver, London and Sydney,
Bullhorn’s recruiting CRM and social recruiting products serve more than 10,000 clients representing nearly
200,000 users across 150 countries.
For more information: Please visit www.bullhorn.co.uk or call +44 203 617 6262.
UK 0800 50 88 600 • International +44 203 617 6262 • sales@bullhorn.com • @bullhorn
Bullhorn is a registered trademark of Bullhorn, Inc. All other trademarks contained herein are the property of their respective owners.
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