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Twitter Continues To Encroach Upon LinkedIn Territory

06 November 2013

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Twitter is turning into an unlikely rival for another website designed create and maintain connections with people online—and it isn’t Facebook. With more and more job postings appearing on Twitter each day, the popular social media site could become a very real rival for LinkedIn in terms of online job searches.

A recent study completed by Gozaik, a social recruiting agency, found that an average of 15 job postings are listed on Twitter each minute. This impressive and surprising stat is compounded by the fact that the number of jobs posted to Twitter has risen by 32% in the past 6 months.

This rapid growth and popularity of this unlikely use of Twitter could have interesting implications for LinkedIn. In fact, founder of Gozaik Joe Budzienski says that Twitter’s current growth rate has set the site to become the “dominant channel” for recruitment.

The findings might be less surprising if the majority of jobs posted on Twitter fell into the tech industry; however, this is far from the case. In fact, the most popular type of job advertised via Twitter is sales, which currently amasses 25% of all postings on the site. Tech and IT positions rank just below sales jobs in terms of number of roles posted on Twitter. Oddly, roles within the dental industry is the third most popular position.

However, LinkedIn has the advantage of being a strictly professional network, whereas Twitter has always been more generally social and casual—although it does have its formal uses. But as lines blur between social media and online talent recruitment, LinkedIn may need to rethink its strategy if it wants to retain its position as many users’ go-to site for job searches.

Gozaik predicts that Twitter will pass the benchmark of two million job postings within a month.

“I think, recruiting-wise, there’s a new revolution that is accelerating: real-time hiring,” explains Budzienski. “You can’t effectively get that on LinkedIn. LinkedIn is effective for someone who has the clout to have a very astute profile with lots of information, but it’s also very difficult…and you get sold to a lot.”

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