Today’s post is a guest post written by Maximum:

The Social Recruitment Monitor, a fact-based online benchmark tool for monitoring and measuring the effectiveness of global employers’ social media recruiting efforts, has released its first performance findings for major German companies. Out of 102 German corporations, Krones AG’s social recruitment program was found the most effective in generating likes/follows, engagement and community interaction with and by their audiences in the first quarter of this year.

Activities are measured by a series of carefully weighted variables that determine a company’s popularity, activity and interaction – not just “likes” and “followers”. The monitor provides a weekly analysis of likes, comments, shares, Engagement Ratios (E.R.) and Community Interaction (C.I.), with a cumulative analysis of all data resulting in an SRM Index score. Companies can compare themselves to their national and global competitors, using the SRM Index as a definitive metric for their performance.

The overall findings of Krones AG’s social media recruitment, shown in the SRM Index below, support the belief that quality is more important than quantity for recruitment results. Employers do not need tens of thousands of fans to be engaged or make a channel work. Engagement through appealing and frequent content is much more likely to attract the right fans and encourage them to interact.

The research study conducted by Maximum analysed the performance of German employers using social media for recruitment in the first quarter of this year. Here’s an overview of the findings:

FINDINGS DETAILS

  • The current findings by SRM show that German employers using Facebook for recruitment have an average weekly SRM Index score of 16.43. The German packaging and bottling machine manufacturer Krones AG had a score of 36.37, making it the top employer in the Monitor.
  • The average fan base size of a German Facebook career page is 11,877. BMW has attracted the largest fan base, with 140,363 “likes” as of April 1st.
  • On Facebook, German employers post on average 4.5 times per week. The average weekly german Engagement Ratio score, which measures feedback from fans in terms of likes, comments and shares, is 0.56%.

Facebook Performance (click on the image for full view):

facebook-performance-german-employers_2013

On Twitter:

  • Employers using Twitter for recruitment have an average weekly SRM index score of 12.30. Krones AG (@KronesAG) had a score of 28.63, making it the top employer in the Monitor.
  • The average number of followers of a Twitter career account is 1,791. Deutsche Bahn (@DBKarriere) has the largest number of followers: 10,383 as of April 1st.
  • Employers using Twitter for recruitment post on average 9,9 tweets per week. The average weekly E.R. score is 0.16%.

Twitter Performance (click on the image for full view):

twitter-performance-german-employers_2013

For more on this and other findings for Germany and elsewhere, please visit this site.