Social Networking and personality Paul Deakin and Rob Bailey OPP Ltd 20 th July 2011
Agenda • A quick overview of the range of our findings • Social Networking – patterns and implications Rob Paul
Getting to know you…
What was the purpose of the research? to ‘bring the 16PF to life’ by identifying links between personality traits and real world outcomes in the UK, Ireland, Netherlands and France.
How did we collect the data? • Nationally representative samples of people of working age • 4 countries: - UK & Ireland (n=1,212) - France (n=1,140) - Netherlands (n=558) • Online data collection (Feb-Mar 2011) • 16PF personality questionnaire, plus additional survey items covering a range of topics • Focus of this webinar is UK & Ireland findings
Key survey themes Description of theme Social networking Extent of use, communication modes, use of specific technology, reasons for use, attitudes towards privacy The workplace Current role, general work preferences, career progression, job satisfaction, workplace behaviours Demographic factors Gender, age, marital status, ethnic origin (UK only), birth order, education level Leadership Positions of leadership held outside work, how want to be led Stress How stressed by different aspects of life, how stress is managed Reaction to recession Concern about recession, how affected, actions taken during recession, taking advantage of situation Health and wellbeing General health, accidents, happiness, hobbies, pets Beliefs and attitudes Politics, vegetarianism, life after death Relationships Personality match with partner, satisfaction with relationship
• Cats and dogs • Public speaking • Hobbies by nationality, personality and gender, etc
Pet ownership • 59% of people own a pet. - 32% own a dog - 27% own a cat - 10% own BOTH a dog and a cat • Across all pet categories, women were the more likely gender to own the pet (with the exception of birds; 66% of bird owners were men.) • Dog owners: - work involving „associating with others in a nurturing, sympathetic way, and having them seek advice or comfort‟ more likely to appeal. - „working in a highly structured environment, being methodical, systematic and precise; liking to deal with facts and figures or organising information‟ was less appealing. • Cat owners: - Work involving „self -expressive behaviour, e.g. art, music, design, writing, acting composing etc‟ was more appealing.
Pet Ownership and 16PF – what does your pet say about you? • Dog owners - Higher on Warmth - Higher on Liveliness - Higher of Extraversion (global factor) • Cat owners - Lower on Liveliness - Lower on Social Boldness - Higher on Abstractedness - Higher on Openness to Change - Higher on Self Reliance - Lower on Tough Mindedness (global factor)
Stress What do people find stressful? Public speaking 81% – most stressful Making big decisions 77% Being at work 64% Looking at bank balance 63% Christmas 62% Meeting new people 59% Travelling on public transport 57% Socialising 49% Driving 47% Going on holiday 47% Shopping 45% – least stressful • Women find all the above more stressful than men, apart from…….. Shopping ! • In fact, 18% of women reported shopping as a stress reliever, compared to only 7% of men • Women also more likely to „talk to family/friends‟ to relieve stress compared to men
Hobbies • What do we like to do in our leisure time? Top 5 in UK & Ireland, Netherlands and France: • Internet • Listening to music • Watching TV • Reading • Cooking Typically 40-60% of us like to do these So, how different are we?
Social Networking Rapid recent growth of Social Networking Sites (SNS) 540 million users 41 million users • There is confusion amongst employers and job-seekers about how best to use SNS • Great examples and horrible examples • Often undisciplined and knee-jerk use of SNS
How to use SNS effectively • A Vision for the Future of Recruitment: Recruitment 3.0 (June 2011) Jeffery and McKee, published in the Journal of Corporate Recruiting Leadership “This is pretty scary for modern corporations. Business can no longer control what is said. Today there is a shift in the balance of power. Technology is shifting the power away from the publishers, media, the elite, corporation to us, the people. Recruiters need to embrace this, as must as their PR & Marketing departments .”
Branding messages… • There's a reason that The Home Depot is ranked No. 25 on the Fortune 500 List of Companies in 2009 — Customer Service. In addition to being consistently recognized as one of America's favorite specialty retailers, we're also one of the largest employers of military personnel in the U.S. and Canada . And, we've established seven associate resource, led by teams of our associates to implement initiatives developed to support diversity within our company. So, why are we such stringent supporters of hiring military personnel and fostering diversity within our ranks? It's simple: We believe the greater the diversity of our people, the greater our ability to serve our customers . But don't just take our word for it. See what our associates have to say. • As a retired military member that served as a the U.S. Marine Corps Officer for 21 years, I’ve had the pleasure, privilege and opportunity to work in positions of increasing responsibilities with The Home Depot since my employment in September 2003. I’ve held positions of leadership in the store and now as a business partner at the Store Support Center (corporate office). It’s been an exciting and fun journey because The Home Depot emphasizes and embraces the same core values taught in my former professional career as well as my family upbringing. • O. Emerson III, Government Compliance Manage, Store Support Center, Atlanta, GA
Time for research and policies • Inconsistent use by employers is a major cause for concern • It opens employers up to perfectly reasonable legal challenges • There is a need for guidance • We‟ll cite Brown and Vaughn (2011) The Writing on the (Facebook) Wall: The Use of Social Networking Site in Hiring Decisions • Today, we will look at personality and SNS use
Findings • We will discuss these points: - Where and how did we get the data? - Who‟s using SNS, what are they like? - Who would look at the SNS profile of employees? - Who wouldn‟t want to be looked at? - What attitudes are there towards privacy? - What did we find about integrity and impression management online?
How did we collect the data? – a reminder • Nationally representative samples of people of working age • 4 countries: - UK & Ireland (n=1,212) - France (n=1,140) - Netherlands (n=558) • Online data collection (Feb-Mar 2011) • 16PF personality questionnaire, plus additional survey items covering a range of topics • Focus of this webinar is UK & Ireland findings
Social networking findings • 93% of people communicate via email in their personal lives • 54% use social media • 38% instant messenger • 35% internet phone • Females spending significantly more time using social media than males
Social networking findings Personality traits linked to higher usage: • Relating to others + Warmth – attentive to others + Social Boldness – socially confident – Self Reliance – team-oriented – Privateness – willing to self-disclose + Liveliness – energetic & exuberant • Thinking style + Warmth – takes account of feelings of others + Sensitivity – emphasises subjectivity + Abstractedness – takes a broader view, reflective + Openness to Change – open to new experiences & change • Other factors – Emotional Stability – less calm than most – Rule-Consciousness – less bound by rules
Audience question 1: Facebook at your work. Is it: (a) prohibited (b) encouraged (c) neither (d) I don‟t know
Audience question 1: Facebook at your work. Is it: (a) prohibited (39%) (b) encouraged (7%) (c) neither (38%) (d) I don‟t know (16%)
Audience question 2: Have technological advances (e.g. social media, smart phones) improved or reduced the standard of communication? (a) improved (b) reduced (c) no difference
Audience question 2: Have technological advances (e.g. social media, smart phones) improved or reduced the standard of communication? (a) improved (50%) (b) reduced (34%) (c) no difference (16%) Who feels standards of communication have been improved? In short…… Extraverts !
Online privacy How concerned are we with online privacy when putting personal information on social networking sites? - 27% very, 30% moderately, 33% slightly, 10% not concerned at all Those showing less concern: • exhibited a more unrestrained style + Liveliness – more spontaneous + Abstractedness – more reactively focused – Rule-Consciousness – less bound by rules – Perfectionism – less concerned with planning • were also: – Vigilance – more tolerant of others – Apprehension – less self-critical – Privateness – more willing to self-disclose – Sensitivity – more logical
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