Social media is a growing way for HR groups to communicate with current and potential employees. While you may not be surprised that demand for HR professionals with social media skills is increasing – up 39% year-over-year, in fact – you may be surprised to learn how the difficulty-to-fill these jobs has changed. We last reported on HR jobs requiring social media skills in October 2013 and saw that these positions scored a 65 on our Hiring Scale. The Hiring Scale uses hiring demand, candidate supply, salary ranges, local trends, and other factors to come up with a score from 1 to 99 that demonstrates how difficult any job or skill is likely to find in the US or in a specific location. As overall employment market conditions change, the Hiring Scale score will change and signal of bettering or worsening recruiting conditions. Since October, the Hiring Scale score for HR professionals with social media skills has increased 4 points, to 69. This shows that demand is increasing and the talent market is becoming more competitive.
What is causing this rapidly increasing in difficulty-to-recruit? As we mentioned, the number of job ads that require social media skills has grown 39% in just the last year. In fact, social media jobs are growing faster than the total HR demand, meaning the portion of job ads that require social media skills is growing at a very fast rate. In October, only 2.4% of HR jobs required social media skills. Five months later, social media skills are required in 4.5% of job ads.
Another likely reason that these jobs are getting harder to fill is the candidate supply isn't growing as fast as demand, putting more stress on the existing talent pool. Our candidate supply data estimates there are about 7 qualified HR professionals in the workforce for every open job. Some cities with the largest talent pools are New York, Los Angeles, Chicago, Washington (DC), and Boston. This isn't too surprising since these are also the cities with the largest demand and the workforce has been attracted to these locations. However, with greater demand, there are just 5 candidates per job in these locations. Below is a map of the US depicting the number of qualified candidates in each major metro area.
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