data privacy day: perceptions study

Data Privacy Day: Perceptions study

Consumers & HR/Recruiters

Prepared for: Trustworthy Computing Group, MicrosoftPrepared by: Cross-Tab Marketing Services January

2010

Microsoft Confidential 2Microsoft Confidential 2

Executive Summary 3

Key Findings 4

Appendix

– Detailed Findings : Consumer Segment 19

– Detailed Findings : HR/Recruiter Segment 60

Table of Contents


As we look at the findings of the study, three main points emerge:The impact of online reputation on professional life– Nationality plays key role in determining whether online content will harm reputations– Companies have formal policies for checking online reputational data, but male recruiters are more likely to

check - except in France – Recruiters typically conduct deeper searches than most consumers are aware of, and feel justified in doing so – Not all online content is true – but candidates may be rejected nonetheless– Recruiters say they tell candidates if online content factored into their rejection, but consumers do not seem

to be hearing it– Good online reputations matter to recruiters

The impact of online reputation on personal life – Online reputations matter when trying to meet people socially, but the extent to which it matters is closely

tied to age – Survey respondents are concerned about having their online reputations abused to steal their identities,

target them for scams, or become a victim of defamation, harassment or bullying– The impact to online reputations by content created via mobile devices is an area of concern for consumers

What people do to manage their online reputation– Consumers take steps to keep a divide between personal and professional identities.– Most respondents use measures to protect and manage their online reputation.– Consumers apply both proactive and reactive methods of reputation management.– Respondents are divided about their ability to manage their online reputation and on ownership of issues.

Executive Summary


Key Findings


As job seekers worldwide struggle to find employment, understanding how information posted online can affect their chances for employment are critical.

Only a little over one third of the consumers surveyed are concerned that their online reputation might impact their chances of getting a job or admission into a college in the future whereas most of the HR/Recruiters surveyed admit that they review online reputational information while evaluating a candidateInterestingly, consumer respondents in the US and the UK expressed the least concern, however this is where HR and Recruitment professionals are most likely to review online information about candidates.

The impact of online reputation on professional life

WW US UK Germany France2% 1% 2% 2% 2%

14%6%

16%6%

29%10%

5%

9%10%

18%22%

9%

27%23%

28%27%

35%

22%37%

14%25%44%

25% 22%9%

All the time Most of the time Sometimes Rarely NeverDon’t know

Q6. Do you review online reputational information about candidates when evaluating them for a potential job / college admission?


30% 37%39%

19% 24%

28%28% 22%

26%34%

26% 18% 20%38%

27%

10% 11% 9% 10% 9%

Very concerned Somewhat concerned Not very concerned Not at all concerned Don’t know

Q18. How concerned are you that your online reputation may Impact your ability to get a job/be admitted into college in the future?

Consumers HR/Recruiters


The impact of online reputation on professional life…contd

HR/Recruiters surveyed also reveal that in the US and also in the UK, to a large extent, this practice is part of their organization’s formal hiring process.

– While a majority of those surveyed in the US (75%) as well as nearly half of those surveyed in the UK (48%) state this as part of their organization’s formal hiring process, very few state this as the case in Germany & France. However, in both US and Germany, HR/Recruiters surveyed admit that they review online reputational information irrespective of the above fact.

These HR/Recruiters from the two countries above also mention that they have rejected a candidate based on such reputational information.

US UK Germany France

75%

48%

21% 21%

79%

47%

59%

23%

Part of Corp Policy

Recuiters reviewing reputational info

US UK German French

70%

41%

16% 14%

7% 9%13%

10%

RecruitersConsumers

% of recruiters who have rejected candidates based on information found online

VS.% of consumers who think online information affected their job

search

Source: Online Reputation study (for Data Privacy Day) *Un-weighted data


Recruiters typically conduct deeper searches than most consumers are aware of, and feel justified in doing so The chart below highlights the distinction between the proportion of recruiters using certain sites to review online information about candidates and the proportion of consumers (worldwide) who feel it is appropriate for them to do so.– The key distinction here is that almost twice as many recruiters review social networking sites than

consumers feel it is appropriate to do so.



News sharing sites

Online forums/communities

Blogs

Photo/Video sharing sites

Personal websites

Professional/Business networking sites

Social networking sites

Classifieds/Auction sites

Online gaming sites

Virtual world sites

30%

29%

30%

30%

39%

53%

35%

20%

18%

18%

25%

25%

31%

35%

44%

52%

62%

14%

14%

16%

RecruitersConsumer

% of recruiters (WW) who are reviewing specific sites online VS. % of consumers (WW) who feel it is appropriate for recruiters to review such sites


Good online reputations matter to recruitersMost of the HR/Recruiters surveyed in all the four countries (UK: 65%, Germany: 71%, France: 48%), more so in the US (86%), admit that a positive online reputation has a definite impact on a candidate’s application.


WW US UK Germany France3% 3% 4% 2% 4%8%

1%7% 6%

16%

21%

10%

24%20%

31%

46%

38%

46% 56%

43%

22%

48%

19% 15%5%

To a great extent

To some extent

A little

Not at all

Don’t know

Q18. To what extent do you feel that a positive online reputation impacts a candidate’s application?



Most of those surveyed do not believe that there has been any positive or negative impact on their chances of getting a job or getting admission in a college, because of their online reputation.Online reputations matter when trying to meet people socially, but the extent to which it matters is closely tied to age – There is a predictable decline in the importance of this information by age. Presumably, this is due to three

age related factors: older users are likely to have placed less information about themselves online, are less likely to post content about themselves that could be seen as detrimental, and are less likely to be actively trying to expand their social networks.

The impact of online reputation on personal life

18-24 25-30 31-40 41-50 50+

46%36%

26% 20%11%

38%47%

52%56%

61%

16% 17% 22% 24% 29%

Don’t know/Not applicable

No

Yes

Q19. Meet people - Do you believe that your online reputation has ever helped you:



Survey respondents are concerned about having their online reputations abused to steal their identities, target them for scams, or become a victim of defamation, harassment or bullying– Most of those surveyed (79%) believe that they have at least some control over their online reputation. This

feeling of control is probably a manifestation of the fact that most of those consumers surveyed (53%) keep their personal and professional online profiles separate, mainly by restricting access or using multiple user profiles.

– These actions are probably the reason behind the concern about their online reputation being used for identity theft (56%) or scams (55%).

The impact of online reputation on personal life…contd

Cyber-bullying

To defame you

To harass you

To scam you

To steal your identity

22%

34%

32%

51%

50%

43%

46%

55%

61%

54%

27%

30%

30%

55%

60%

27%

31%

31%

54%

59%

30%

35%

37%

55%

56%

WW US

UK Germany

France

Q10. How concerned are you about the possibility that your online reputation may be used for the following purposes:



The impact to online reputations by content created via mobile devices is an area of some concern for consumers– However, US consumers are the least concerned about their online reputation being damaged by content

captured by someone else's mobile device. German consumers seem to be a little more concerned than the consumers from other markets about this

The impact of online reputation on personal life…contd

WW US UK Germany France

9% 11% 11% 8% 5%

25%31% 28%

20%22%

30%

27%27%

26%

42%

25% 18% 24%

32%

25%

10% 12% 10% 14%6%

Very concerned

Somewhat concerned

Not very concerned

Not at all concerned

Don’t know

Q12. How concerned are you that your online reputation may be harmed by content captured via someone else’s cell phone or mobile device?



Online Reputation Management (ORM)More than half of the US consumers responding are concerned about their online reputation. However French consumers do not seem to be as concerned as their US counterparts. This can be attributed to less dependence on online reputational information by HR professionals and proactive management by French respondents.


7% 7% 7%12%

3%

22% 24% 24% 12% 29%

26% 18% 20% 28%

35%

28%

27%31%

32%

24%

17%24%

18% 15%9%

I am very concerned about my online repu-tation

I am somewhat con-cerned about my online reputation

I am not very concerned about my online repu-tation

I am not at all con-cerned about my online reputation

Don’t know

WW US UK Germany

France

52% 79%

47% 57% 23%

Use of online reputational information by HR professionals in various countries

US UK Germany France

51% 49% 47%

33%

67%62%

77%84%Extent of concern Steps taken for ORM

Q1.Which of the following statements best describes how you think about your online reputation:




22% 21%26% 28%

14%

25% 26%26% 25%

25%

53% 53%48% 47%

61%

Yes, always

Yes, in some instances

No

Online reputation managementFrench respondents are the most likely to report always taking steps to keep their personal and professional online profiles separate

Q7. Do you take steps to keep your personal and professional online profiles separate?

(n=1222) (n=289) (n=291) (n=311) (n=331)



Others

Keep all or some of my user profiles anonymous

Don’t publicly share which sites I use

Use multiple user profiles

Restrict who has access to my sites

1%

35%

35%

45%

46%

1%

34%

37%

56%

44%

2%

35%

36%

35%

53%

4%

31%

43%

38%

57%

2%

34%

38%

44%

50%

WW (n=953)

US (n=228)

UK (n=216)

Germany (n=224)

France (n=285)

Separation of personal and professional online profiles: Steps takenRestricting access and not sharing the sites they use in public, appear to be the most common steps taken by consumers to keep their personal and professional profiles separate. Interestingly, men are more likely to create multiple user profiles than women, at 50% vs. 38%.

Q8. Which of the following steps do you take to keep your personal and professional online reputations separate?

Others





2%

31%

43%

38%

55%

2%

37%

31%

50%

44%

Male

Female



Checked to see what other people say about me on websites/gaming communities/blogs/online auction

& classifieds sites etc.

Used privacy settings on social networking sites that determine

who can access and respond to my content

Decided not to post specific text, photos or video online

Searched my own name using a search engine

22%

37%

43%

56%

21%

30%

41%

59%

17%

31%

26%

36%

19%

37%

35%

42%

20%

34%

37%

48%

Online reputation management – Common steps consumers take to protect themselves

Q9. In the last six months, which of the following steps (if any) have you taken to manage your online reputation?

Employed an online reputation management company

Contacted a web site owner or administrator and asked them to remove unflattering or untrue content

Checked my credit report

Used the alert feature provided by some websites that automatically notifies me of any new mention of my name or other personal information

4%

4%

5%

16%

2%

4%

10%

8%

3%

5%

19%

13%

2%

4%

11%

11%

4%

8%

Doing a self search and using privacy settings to restrict access to profiles are common steps taken by respondents in the last 6 months to manage their online reputation. Other than a self-search, respondents in the 40+ age group are not likely to have taken any other steps to manage their online reputation in the past six months.French and German consumers also seem to employ more discretion about posting specific content online.

Contd..

WW (n=1345) US (n=335) UK (n=333) Germany (n=334) France (n=343)


While the clear majority of consumers responding in each country feel they have at least some control over their online reputation, US respondents are the most likely to feel they have a lot of control.

Online reputation management - Extent of control on online reputation


9% 10% 11% 11%5%

12% 6% 9%12%

19%

51%

43%

50%

62%

50%

28%

40%31%

14%

27%

A lot of control Some control No control Don’t know


Q2. How much control do you think you have over your online reputation?



Q22. Where do you believe responsibility resides in protecting an individual’s online reputation?


9% 8%14%

9% 6%

4%2%

4%

5% 7%

47%

42%

46%

44%

55%

39%48%

36%42%

31% Responsibility re-sides entirely with the individual

Responsibility is shared between the individual and the webs

Responsibility re-sides with the web-site owners

Don’t know

Online reputation management - Responsibility for protecting online information

(n=1345) (n=335) (n=333) (n=334) (n=343)

The most common viewpoint among consumer respondents from each of the European countries is that the responsibility for protecting their online reputation lies between the individual and the website. US respondents are most likely to believe the responsibility lies entirely with the individual.


Appendix


Internet Usage

Online Reputation & its impact on Personal Life

Online Reputation & its impact on Education/Employment

Online Reputation Management

Demographics

Detailed Findings: Consumer Segment


Internet Usage


Source: Online Reputation study (for Data Privacy Day)


68% 64%73%

67% 68%

32% 36%27%

33% 32%

4 to 10 hours

More than 10 hours

Internet usageWorldwide, the majority of the users surveyed (68%) are avid internet users (more than 10 hrs per week for personal use)

S3. About how many hours per week do you spend using the Internet for personal use [outside of work use]?

(n=1345) (n=335) (n=333) (n=334) (n=343)



Online forums/Communities

Online gaming sites



Classifieds/auction sites

45%

52%

49%

75%

75%

54%

47%

40%

62%

73%

35%

32%

47%

63%

64%

29%

42%

44%

64%

55%

41%

43%

45%

66%

67%

Types of web sites accessed…personal useFor personal use, classifieds/auction sites and social networking sites seem to be the most visited across segments amongst those surveyed


Virtual world sites

News sharing sites

Blogs

Personal websites

16%

16%

17%

34%

30%

18%

23%

44%

37%

43%

13%

15%

21%

24%

27%

14%

15%

24%

28%

27%

15%

17%

26%

31%

32%

Q3A. Which, if any, of the following types of websites do you access for your own personal and/or professional use? - PersonalWW (n=1345) US (n=335) UK (n=333) Germany (n=334) France (n=343)

Contd..



Blogs


News sharing sites




4%

8%

8%

7%

8%

24%

9%

6%

11%

10%

9%

20%

6%

5%

3%

6%

5%

11%

6%

7%

7%

8%

10%

15%

6%

7%

7%

8%

8%

18%

Types of web sites accessed…professional use

Q3B. Which, if any, of the following types of websites do you access for your own personal and/or professional use? - Professional

None of these

Online gaming sites

Virtual world sites


Personal websites

54%

3%

1%

3%

8%

61%

3%

3%

3%

7%

77%

2%

2%

2%

5%

69%

2%

3%

4%

5%

65%

2%

2%

3%

6%

Contd..


The clear majority of respondents in each country stated that they aren’t using any of these site for professional purposes. 18% of respondents worldwide use professional networking sites.



Online gaming sites

Online forums / Communities

Personal websites

News sharing sites


41%

41%

47%

38%

58%

33%

45%

40%

54%

51%

35%

41%

38%

48%

61%

48%

42%

51%

46%

62%

39%

42%

43%

48%

58%

Frequency of usage…personalSocial networking sites followed by personal websites seem to be the most frequently visited sites with more than half of US consumers surveyed accessing such sites at least once a day or more

Q4. How frequently do you use following websites – Personal Base: Once a day + More than once a day


Classifieds / auction sites

Virtual world sites

Professional / Business networking sites

Blogs

20%

23%

23%

33%

36%

26%

31%

33%

38%

40%

22%

27%

29%

24%

25%

32%

26%

37%

43%

44%

25%

27%

30%

35%

37%

Contd..




Online forums/Com-munities

News sharing sites


Online gaming sites


46%

29%

56%

60%

58%

57%

62%

42%

40%

62%

26%

67%

56%

33%

61%

42%

36%

44%

100%

72%

45%

46%

49%

56%

63%

Frequency of usage…professional


Professional / Business networking sites


Blogs

Virtual world sites

22%

32%

48%

13%

60%

20%

40%

43%

47%

55%

25%

32%

28%

53%

29%

33%

32%

40%

43%

30%

26%

34%

41%

41%

42%

Contd..

Q4. How frequently do you use following websites - Professional Base: Once a day + More than once a day


Among those who use professional/business networking sites for professional purposes, around half do so at least once a day.




45% 42% 43%49% 45%

55% 58% 57%51% 55%

Yes

No

Edit or post contentWhile 55% of those surveyed worldwide post or edit content into websites, across markets, it’s mostly those below 40 years of age that do so

Q5. Do you edit or post content (such as text, photo’s, video’s etc). to websites?

(n=1222) (n=289) (n=291) (n=311) (n=331)



WW US UK Germany France3% 4% 2% 5%5% 4% 7% 2%

6%

7% 8% 8%4% 8%

21% 18%24%

21%20%

29%

20%

24%36% 34%

37%47%

35% 33% 32%

All the time

Most of the time

Sometimes

Rarely

Never

Don’t know

Considering own reputationMost people consider their own online reputation while posting content, although women are more inclined to do so all the time than men (42% vs. 30%)

Q6. When you edit or post content such as text, video or photos to websites, do you consider: Your own online reputation

(n=676) (n=168) (n=165) (n=160) (n=183)




4% 5% 6% 6%8% 6%

12%6%

7%

11% 12%

15%

10%9%

24% 26%

24%

23%

22%

27% 20%

22%

33%

34%

26%32%

22% 23%27%

All the time Most of the time Sometimes Rarely Never Don’t know

Considering others reputationAlthough people consider other people's online reputation too while posting content, here again, women are more inclined to do so all the time than men (32% vs. 19%)

(n=676) (n=168) (n=165) (n=160) (n=183)

Q6. When you edit or post content such as text, video or photos to websites, do you consider: Other people’s online reputation




62%72%

65% 68%

46%

38%28%

35% 32%

54%

Yes No

Posting content via mobile applicationsA vast majority of US, UK and German consumers responding do not use any mobile device to edit or post content online. However, more than half the French respondents reported using a mobile device to post content online

Q11. Do you use a cell phone or mobile device to edit or post content such as text, video, photo’s etc. to websites?

(n=676) (n=168) (n=165) (n=160) (n=183)




9%2% 4%

12% 13%

39%

34% 30%

49%39%

52%

64% 66%

39%48%

Yes No Don’t know

Posting content by children

Q13. Do your children post content (such as text, video or pictures) about themselves online (e.g. to social networking sites, video/photo sharing sites, blogs etc.)?

(n=335) (n=61) (n=70) (n=94) (n=110)

German parents responding are the least likely to report that their children post content about themselves online. This is a more common practice among children of respondents from each of the other countries.


Online Reputation and its impact on Personal Life



Cyber-bullying

To defame you

To harass you

To scam you

To steal your identity

22%

34%

32%

51%

50%

43%

46%

55%

61%

54%

27%

30%

30%

55%

60%

27%

31%

31%

54%

59%

30%

35%

37%

55%

56%

WW (n=1345)

US (n=335)

UK (n=333)

Germany (n=334)

France (n=343)

Threats to online reputationMost consumers surveyed seem to be more concerned about their online reputation being used for identity theft and online scams than anything else.

Q10. How concerned are you about the possibility that your online reputation may be used for the following purposes:




9% 11% 11% 8% 5%

25%31% 28%

20%22%

30%

27%27%

26%

42%

25% 18% 24%

32%

25%

10% 12% 10% 14%6%

Very concerned

Somewhat concerned

Not very concerned


Don’t know

Threat from mobile devicesUS consumers are not concerned about their online reputation being damaged by content captured by someone else's mobile device. German consumers seem to be a little more concerned than the consumers from other markets about this.

Q12. How concerned are you that your online reputation may be harmed by content captured via someone else’s cell phone or mobile device?

(n=1345) (n=335) (n=333) (n=334) (n=343)



WW US UK France

9% 10% 9% 8%

41%31%

41% 47%

51%59%

50%45%

Yes No Don’t know

Threat to children’s future

Q14. Do you believe that your children's online reputation may impact their future chances of being accepted into a school or college?

(n=138) (n=39) (n=46) (n=53)

* Not asked in Germany

Around half of those responding who reported that their children post content about themselves online, went on to state that they believe their child’s online reputation may impact their future employment or school/college chances.




14% 13% 15% 11% 15%

34% 33%39%

30%

34%

52% 54%46%

59%51%

Yes No Don’t know

Threat to children’s future…contdMost of the parents say that their children post content about themselves online and they also believe that their children's online reputation would affect their future chances of being accepted into a school or college as well as being hired for a job. While this is the case across markets, the French consumers, especially women, are not so convinced that there will be any effect on school/college admissions.

(n=175) (n=39) (n=46) (n=37) (n=53)

Q14. Do you believe that your children's online reputation may impact their future chances of being hired for a job?


Online Reputation and its impact on Education/Employment Opportunities




14% 16%

28%

6% 7%

13% 13%

19%

5%

16%

43% 41%

33%

52%

46%

29% 30%20%

37%31%

Frequently Occasionally Never Don’t know

Impact on job applicationMost consumers surveyed believe that online reputational information is at least occasionally used for making hiring decisions. This is especially true in Germany, where 89% believe this to be the case.

(n=1345) (n=335) (n=333) (n=334) (n=343)

Q15. To what extent do you think online reputational information is used to make decisions on hiring a candidate for a job?



WW US UK France

23% 21%32%

15%

27%

18%

26%

36%

35%

38%

29% 39%

15%23%

13% 9%

Frequently Occasionally Never Don’t know

Impact on college admissionsAlmost a quarter of US consumers surveyed believe that online reputational information is frequently used to make decisions on college admissions. This proportion is notably lower in both the UK and France.

(n=1011) (n=335) (n=333) (n=343)

Q15. To what extent do you think online reputational information is used to make decisions on admitting a student into a college?




Blogs


News sharing sites


Personal websites


25%

20%

21%

32%

42%

31%

36%

31%

40%

46%

58%

24%

24%

26%

28%

32%

48%

39%

40%

42%

43%

46%

64%

30%

30%

30%

35%

39%

53%

Appropriateness of websites while evaluating candidatesMost US consumers believe that it is appropriate to review only professional/business networking sites, personal websites and online forums/communities while evaluating a candidate and either believe it is inappropriate, or are divided in their opinion, about reviewing any other sites.UK consumers think it is appropriate to review professional networking sites while German consumers believe that apart from professional sites, personal websites can also be reviewed. However, the majority of French respondents do not think it's appropriate to review any site while evaluating candidates

Q16. How appropriate do you think it is for employers and college admissions officers to review the following types of online sites when evaluating candidates

Online gaming sites

Virtual world sites


Sites that contain financial information about candidates


10%

10%

0%

23%

21%

21%

23%

24%

29%

17%

17%

17%

21%

23%

23%

25%

28%

35%

42%

18%

18%

20%

27%

29%





9% 11% 12% 11%3%

30%37% 35%

21%27%

26%

23%20%

26% 34%

19%14%

17%25%

18%

16% 15% 16% 17% 17%More concerned that it might affect my per-sonal life

More concerned that it might affect my pro-fessional life

Equally concerned that it might affect both my personal and profes-sional life

Not concerned that it will affect either my personal or professional life

Don’t know

Concern about impact of online reputationMost respondents in the US and UK are not concerned about their online reputation affecting either their personal or professional life. There is slightly more concern among French and German respondents about an equal effect on personal and professional life.

(n=1345) (n=335) (n=333) (n=334) (n=343)

Q17. Are you more concerned that your online reputation might affect your personal life or your professional life?




7% 6% 10% 6% 5%

30%37%

39%

19% 24%

28%

28%22%

26%

34%

26%18% 20%

38%

27%

10% 11% 9% 10% 9%

Very concerned

Somewhat concerned

Not very concerned


Don’t know

Concern about Impact of online reputation: Education/EmploymentClose to four in 10 respondents in the US and UK are not at all concerned that their online reputation may impact their ability to get a job or be admitted into college in the future. French respondents are also not concerned by this, however almost half the German respondents are at least somewhat concerned.

(n=1345) (n=335) (n=333) (n=334) (n=343)

Q18. How concerned are you that your online reputation may impact your ability to get a job/be admitted into college in the future?



Q19. Get a job - Do you believe that your online reputation has ever helped you:


24%33% 29%

19%15%

65%54% 62%

67% 77%

11% 13% 10% 14%9%

Yes No Don’t know / Not applicable

Positive impact of online reputation – Helped get a jobMost US consumers responding do not believe that their online reputation has ever helped them get a job or be admitted into a college. However, they do believe, mostly men, that it has helped them in meeting people. Consumers responding in each of the European countries generally do not believe their online reputation has helped them in any of these three activities (getting job, admittance into college or meeting people).

(n=1345) (n=335) (n=333) (n=334) (n=343)



Q19. Get into college - Do you believe that your online reputation has ever helped you:

WW US UK France

27%36% 32%

14%

55%

57% 61%

48%

18%7% 7%

38%

Yes

No

Don’t know / Not applicable

Positive impact of online reputation – Helped get into College

(n=1011) (n=335) (n=333) (n=343)




Q19. Meet people - Do you believe that your online reputation has ever helped you:


21% 24% 24%17% 18%

50%36%

42%

43%

77%

29%39%

34%40%

5%

Yes

No


Positive impact of online reputation – Helped meet people

(n=1345) (n=335) (n=333) (n=334) (n=343)



Q20. Get a job - Do you believe that your online reputation has ever harmed your attempt to:


22%27% 27%

22%12%

68%66% 64%

65%78%

10% 7% 9%13% 10%

Yes

No


Negative impact of online reputation – Getting a jobGenerally, most consumers surveyed don’t believe that their online reputation has ever harmed their attempts at any of the three activities either (getting a job, college admission, meeting people).

(n=1345) (n=335) (n=333) (n=334) (n=343)



Q20. Get into college - Do you believe that your online reputation has ever harmed your attempt to:

WW US UK France

23%28% 32%

11%

69%67% 62%

77%

8% 4% 7%12%

Yes

No


Negative impact of online reputation – Getting into College

(n=1011) (n=335) (n=333) (n=343)




Q20. Meet people/make friends - Do you believe that your online reputation has ever harmed your attempt to:


20% 24% 24%19%

14%

71% 68% 68%67% 79%

9% 9% 8%14%

7%

Yes No Don’t know/Not applicable

Negative impact of online reputation – Helped meet people

(n=1345) (n=335) (n=333) (n=334) (n=343)



Q21. Is there any information that you have posted online that you wish you had not posted?


11% 11% 12% 9% 11%

70% 72% 70%71% 66%

20% 17% 18% 20% 22%

Yes

No


Regret about online posting

(n=1345) (n=335) (n=333) (n=334) (n=343)




7% 7% 7%12%

3%

22% 24% 24% 12% 29%

26% 18% 20% 28%

35%

28%

27%31%

32%

24%

17%24%

18% 15%9%

I am very concerned about my online repu-tation

I am somewhat con-cerned about my online reputation

I am not very con-cerned about my online reputation

I am not at all con-cerned about my online reputation

Don’t know

Online Reputation

Q1. Which of the following statements best describes how you think about your online reputation: (People’s perception of you based on all the content posted by you or about you online)

(n=1345) (n=335) (n=333) (n=334) (n=343)

Around half the US and UK respondents are concerned about their online reputation. French and German respondents do not seem to be as worried as their US counterparts.




9% 10% 11% 11%5%

12% 6% 9%12%

19%

51%

43%

50%

62%

50%

28%

40%31%

14%

27%

A lot of control Some control No control Don’t know

Control over online reputationWhile the clear majority of consumers responding in each country feel they have at least some control over their online reputation, US respondents are the most likely to feel they have a lot of control.

(n=1345) (n=335) (n=333) (n=334) (n=343)

Q2. How much control do you think you have over your online reputation?




22% 21%26% 28%

14%

25% 26%26% 25%

25%

53% 53%48% 47%

61%

Yes, always

Yes, in some instances

No

Separation of personal and professional online profilesFrench respondents are the most likely to report always taking steps to keep their personal and professional online profiles separate

Q7. Do you take steps to keep your personal and professional online profiles separate?

(n=1222) (n=289) (n=291) (n=311) (n=331)



Others





1%

35%

35%

45%

46%

1%

34%

37%

56%

44%

2%

35%

36%

35%

53%

4%

31%

43%

38%

57%

2%

34%

38%

44%

50%

WW (n=953)

US (n=228)

UK (n=216)

Germany (n=224)

France (n=285)

Separation of personal and professional online profiles: Steps takenRestricting access and not sharing the sites they use in public, appear to be the most common steps taken to keep personal and professional profiles separate. Interestingly, men are more likely to create multiple user profiles than women, at 50% vs. 38%.

Q8. Which of the following steps do you take to keep your personal and professional online reputations separate?



Checked to see what other people say about me on websites/gaming communities/blogs/online auction

& classifieds sites etc.

Used privacy settings on social networking sites that determine

who can access and respond to my content



22%

37%

43%

56%

21%

30%

41%

59%

17%

31%

26%

36%

19%

37%

35%

42%

20%

34%

37%

48%

Steps taken to manage online reputation

Q9. In the last six months, which of the following steps (if any) have you taken to manage your online reputation?




Used the alert feature provided by some websites that automatically notifies me of any new mention of my name or other personal information

4%

4%

5%

16%

2%

4%

10%

8%

3%

5%

19%

13%

2%

4%

11%

11%

4%

8%

Doing a self search and using privacy settings to restrict access to profiles are common steps taken by respondents in the last 6 months to manage their online reputation. Other than a self-search, respondents in the 40+ age group are not likely to have taken any other steps to manage their online reputation in the past 6 months.French and German consumers also seem to employ more discretion about posting specific content online.

Contd..






9% 8%14%

9% 6%

4%2%

4%

5% 7%

47%

42%

46%

44%

55%

39%48%

36%42%

31% Responsibility re-sides entirely with the individual

Responsibility is shared between the individual and the webs

Responsibility re-sides with the web-site owners

Don’t know

Responsibility for protecting online information

(n=1345) (n=335) (n=333) (n=334) (n=343)

The most common viewpoint among respondents from each of the European countries is that the responsibility for protecting their online reputation lies between the individual and the website. US respondents are most likely to believe the responsibility lies entirely with the individual.


Demographics



S1. Please indicate your gender. S2. In which age category do you fall?

Profile of target audience

WW

US

UK

Germany

France

54%

57%

56%

49%

54%

46%

43%

44%

51%

46%

Female Male

WW

US

UK

Germany

France

17%

24%

19%

12%

13%

13%

8%

14%

18%

13%

21%

18%

17%

20%

26%

30%

29%

29%

30%

33%

19%

21%

21%

19%

15%

50+ 41-50 31-40 25-30 18-24

(n=1345)

(n=335)

(n=333)

(n=334)

(n=343)

(n=1345)

(n=335)

(n=333)

(n=334)

(n=343)

Gender Age



Internet access by children

WW

US

UK

Germany

France

1%

4%

5%

9%

3%

8%

2%

94%

91%

93%

92%

98%

Don’t know No Yes

(n=356)

(n=67)

(n=75)

(n=102)

(n=112)

Internet access by children

WW

US

UK

Germany

France

74%

80%

77%

69%

67%

26%

20%

23%

31%

33%

No Yes

(n=1345)

(n=335)

(n=333)

(n=334)

(n=343)

Children between the agesof 10-21

S5. Do your children access the internet using a computer/laptop/cell phone/mobile device/gaming device? S4. Do you have any children between the ages of 10-21?



D1. What is your primary employment status? D2. What is the highest level of formal education you yourself have completed?

Employment status & Educational background

WW

US

UK

Germany

France

7%

8%

7%

8%

5%

1%

1%

3%

1%

15%

27%

21%

9%

5%

7%

13%

9%

5%

1%

12%

16%

13%

10%

10%

57%

36%

49%

65%

80%

Full-time college student Full-time high school student Not employed Retired Employed part-time Employed full-time

(n=1345)

(n=335)

(n=333)

(n=334)

(n=343)WW

US

UK

Germany

France

12%

6%

26%

2%

13%

26%

30%

17%

34%

25%

32%

39%

29%

31%

28%

23%

24%

20%

23%

23%

8%

2%

9%

9%

11%

(n=1345)

(n=335)

(n=333)

(n=334)

(n=343)

Graduate degree College graduate

Some college or technical training High school graduate

Some high school or less


Internet usageImpact on employment opportunitiesOnline reputation managementDemographics

Detailed Findings: HR/Recruiter Segment


Internet Usage


Internet Usage


The majority of US and UK Human Resource respondents spend more than 10 hours per week on the internet for non-work purposes.


52%

73%64%

46%

23%

35%

21%31%

45%

41%

14%5% 4%

10%

36%

Less than 3

3-10

More than 10

Don’t use the In-ternet

Q1. About how many hours per week do you spend using the Internet for non-work purposes?

(n=1106) (n=275) (n=276) (n=279) (n=276)



Personal websites

News sharing sites




26%

8%

53%

60%

66%

38%

53%

64%

68%

44%

46%

43%

54%

64%

68%

51%

59%

65%

50%

77%

40%

41%

59%

61%

64%

Types of web sites accessedFor personal use, social networking sites seem to be accessed the most by US HR/Recruiters. This is the case in UK and France too, whereas in Germany, Classifieds/auction sites are accessed the most.

Q3. Which, if any, of the following types of websites do you access for your own personal use?

Virtual world sites

Online gaming sites

Blogs



3%

12%

23%

31%

25%

4%

7%

19%

15%

39%

25%

36%

39%

43%

49%

39%

52%

64%

69%

48%

17%

26%

36%

39%

40%


Contd..



Blogs

Virtual world sites


Personal websites

News sharing sites

27%

14%

42%

49%

39%

47%

50%

44%

48%

85%

60%

59%

70%

64%

59%

59%

53%

74%

70%

68%

53%

53%

59%

60%

70%

Frequency of usageSocial networking sites followed by personal websites seem to be the most frequently visited sites by HR / Recruitment professionals in the US, accessing such sites at least once a day or more for personal use. France sees more instances of HR respondents visiting personal websites than any other site whereas their counterparts in Germany seem to clearly prefer news sharing sites like Twitter.

Q4. How frequently do you use following websites



Online gaming sites



11%

9%

30%

27%

33%

29%

21%

35%

51%

53%

32%

53%

50%

54%

50%

44%

60%

56%

65%

61%

28%

44%

49%

50%

51%

85%

Contd..



Impact on Employment Opportunities




14%6%

16%6%

29%10%

5%

9%

10%

18%22%

9%

27%

23%

28%27%

35%

22%37%

14%25%

44%

25% 22%

9%

All the time

Most of the time

Sometimes

Rarely

Never

Don’t know

Use of Online Reputational Information79% of US HR/Recruitment professionals responding use online reputational information to evaluate candidates most or all of the time. This practice is less common among both UK and German respondents and rarely or never done by 47% of French respondents.

Q6. Do you review online reputational information about candidates when evaluating them for a potential job / college admission?

(n=1106) (n=275) (n=276) (n=279) (n=276)




12% 17%12%

5%

17%

10%9% 20%

4%

4%

78% 74%68%

90%79%

1%

By yourself or someone else in HR

By an external service provider

Both of the above

Other

Use of Online Reputational Information…ContdThe review of online reputational information is mostly conducted by the HR/Recruitment professionals themselves, although 20% of respondents in the UK report using an external service provider to conduct this review.

Q7. Typically, is this review conducted by

(n=817) (n=244) (n=203) (n=230) (n=140)




7% 2% 4%12% 9%

9%

4% 6%

10% 17%

43%

19%

43%

57% 52%

41%

75%

48%

21% 21%

YesNoDon’t knowDecline to answer

Online Reputation & Company PoliciesIn the US, review of online reputational information seems to be a part of the organizations formal hiring process in most cases. This is completely opposite of what is followed in France and Germany.

Q8. Is reviewing online reputational information about applicants part of your company’s/college’s formal hiring/admissions process?

(n=1106) (n=275) (n=276) (n=279) (n=276)




Blogs


Personal websites



Search engines

16%

24%

14%

29%

49%

59%

78%

20%

16%

26%

50%

55%

67%

92%

28%

35%

30%

43%

43%

58%

67%

34%

46%

59%

48%

57%

63%

78%

25%

31%

35%

44%

52%

62%

79%

Sources for Online Reputational InformationMost HR/Recruiters responding use search engines and social networking sites to look for reputational information about candidates. Close to a third in the US report using websites that aggregate personal information.

Q9. Which of the following, if any, do you review when looking for online reputational information of applicants?

Other

Online gaming sites


Virtual world sites

Professional background checking services

Websites that aggregate personal information

News sharing sites

2%

4%

8%

5%

11%

14%

17%

2%

16%

14%

17%

27%

24%

26%

1%

14%

14%

16%

20%

23%

25%

2%

7%

5%

14%

8%

27%

25%

32%

27%

32%

41%

Contd..





6% 4% 7% 5% 9%2%

1%3% 1%

2%7%4%

8%6%

12%

34%

14%

35%34%

52%

35%

39%

29%47%

24%16%

38%

19%

6% 1%

All the time

Most of the time

Sometimes

Rarely

Never

Don’t know/Can’t say

Use of Online Reputational Information…Industry Status77% of US HR/Recruitment professionals responding believe that online reputational information is used by others in their industry when evaluating applicants.Interestingly, 77% of French respondents believe that those in their industry use this information at least sometimes. This compares to just 51% who reported doing so themselves.

Q10. To what extent do you believe online reputational information is used by others in your profession when evaluating applicants for a potential job/ college admission?

(n=1106) (n=275) (n=276) (n=279) (n=276)




4% 3% 4% 5% 6%1% 1% 1%3% 3% 3% 3% 4%

18%10%

25%13%

25%

44%

40%

41%

42%

52%

30%

43%

27%37%

13%

All the timeMost of the timeSometimesRarelyNeverDon’t know/Can’t say

Use of Online Reputational Information…Future RoleThe trend of using online reputational information in evaluating candidates is believed to continue in the near future in the US. In Europe, where the practice is less followed now, the use of online reputational information to evaluate candidates is expected to increase in the near future.

Q11. In your opinion, to what extent do you believe online reputational information will be used by others in your profession five years from now when evaluating applicants for a potential job/ college admission?

(n=1106) (n=275) (n=276) (n=279) (n=276)




4% 7% 5%

19%13%

4%

11% 10%

26%16%

8%

17%15%

26%39%

36%

43% 54%

22%22%

48%

21%15%

5%

Very appropriate

Somewhat ap-propriate

Neither appro-priate nor inap-propriate

Somewhat in-appropriate

Very inappro-priate

Don’t know

Personal Information - Appropriateness of UsageA vast majority of HR/Recruitment professionals believe it is appropriate to consider personal online reputational information while evaluating candidates. France is the major exception, where it is seen as inappropriate by 45% of the HR/Recruitment respondents.

Q12. How appropriate do you think it is for employers/college admissions officers to consider personal online reputational information when evaluating candidates? (Such as photos, personal profiles, videos etc.)

(n=1106) (n=275) (n=276) (n=279) (n=276)




19%

7%13%

21%

36%

19%

5%

12%

25%

32%

16%

9%

18%

17%

18%

27%

32%

36%

29%

9%18%

45%

19%

6% 2%

Very appropriate

Somewhat appro-priate

Neither appropriate nor inappropriate

Somewhat inap-propriate

Very inappropriate

Don’t know

Financial Information - Appropriateness of UsageApart from personal online information, US respondents also believe it is appropriate to consider online financial reputational information to evaluate candidates in the US. The UK follows the US on this, although to a much lesser extent. However, respondents from both France and Germany consider this practice to be inappropriate.

Q13. How appropriate do you think it is for employers/ college admissions officers to consider financial online reputational information when evaluating candidates? (Such as credit reports, buyer/seller ratings on auction /classified sites etc.)

(n=1106) (n=275) (n=276) (n=279) (n=276)



WW US UK Germany France2% 1% 2% 1% 4%3% 2% 2% 3%

5%5%1% 3% 6%

9%12%

6%

17% 10%

16%

45%

43%

47%

42%

48%

33%

47%

29%38%

19%

Very appropriate

Somewhat appropriate

Neither appropriate nor inappropriate

Somewhat inappro-priate

Very inappropriate

Don’t know

Professional Information - Appropriateness of UsageConsidering professional online information for evaluating candidates is considered appropriate in each country, with 47% in the US stating that this is very appropriate.

Q14. How appropriate do you think it is for employers/ college admissions officers to consider professional online reputational information when evaluating candidates? (Such as LinkedIn etc.)

(n=1106) (n=275) (n=276) (n=279) (n=276)



WW US UK Germany France3% 1% 3% 7%4% 3% 3%

2%

10%19%

7%14% 18%

37%

47%

43%

54% 56%

35%

27%

47%

26% 23%12%

Very concernedSomewhat concernedNot very concernedNot at all concernedDon’t know

Authenticity of dataWhile most US HR/Recruiters responding use online reputational information to evaluate candidates, they are also concerned about the possibility that a candidate’s reputation may not be authentic. Both UK and German HR/Recruiters are to some extent concerned about the authenticity. However, the French do not consider this to be a major area of concern.

Q15. How concerned are you about the possibility that a candidate’s online reputation may not be authentic?

(n=1106) (n=275) (n=276) (n=279) (n=276)



WW US UK Germany France2% 1% 2% 3% 4%3% 2% 5% 7%8%

2%3%

17% 13%

23%

8%

24%

37%26%

39%

48%

45%

28%

31%

24%

41%

23%11%

19%

All the time

Most of the time

Sometimes

Rarely

Never

Don’t know/Can’t say

Verification of dataDue to the concern about the authenticity of reputational information, most HR/Recruitment professionals take steps to verify such information about a candidate, although less than half from any country do so all the time.

Q16. Do you take any steps to verify the online reputational information you discover about a candidate?

(n=817) (n=244) (n=203) (n=230) (n=140)



None

Non managerial employees with 0-3 yrs experience

Non managerial employees with more than 3 yrs experience

Senior management

Middle management executives

25%

18%

25%

50%

52%

9%

31%

40%

57%

70%

13%

29%

42%

49%

51%

4%

38%

47%

54%

57%

13%

29%

39%

52%

58%

WW (n=1106)

US (n=275)

UK (n=276)

Germany (n=279)

France (n=276)

Online Reputational Information & Job RoleConsidering online reputational information seems to be more prevalent for candidates of middle management and senior management positions, across markets.

Q17. For what level of employee do you consider online reputational information important in the evaluation process of a candidate?




1%7% 6%

16%

21%

10%

24%20%

31%

46%

38%

46% 56%

43%

22%

48%

19% 15%5%

To a great extent

To some extent

A little

Not at all

Don’t know

Impact of online reputationMost HR/Recruiters in the US believe that a positive online reputation has a big impact on a candidates application. However, it is not seen to have the same level of impact in Europe.

Q18. To what extent do you feel that a positive online reputation impacts a candidate’s application?

(n=1106) (n=275) (n=276) (n=279) (n=276)




13%4%

11%

22%16%

49%

25%

48%

63% 70%

38%

70%

41%

16% 14%

YesNoDecline to answer

Rejection based on online reputation70% of US HR/Recruiters have rejected a candidate based on their online reputation. Respondents in the UK, and specifically Germany and France, were much less likely to indicate this has occurred.

Q19. Have you ever rejected a candidate based on his or her online reputational information?

(n=817) (n=244) (n=203) (n=230) (n=140)


In most cases in the US, UK and France, candidates were informed that one of the reasons for the rejection of their application was due to their online reputational information. Interestingly, 58% of German respondents did not let the candidate know this was one of the reasons they were rejected.


WW US UK Germany France2% 1%

6%11%

25%

13%

34%

58%

26%

74%

86%

66%

36%

63%

YesNoDecline to answer

Candidate made aware that rejection was based on online reputation

Q20. Did you notify the candidate that this was (one of) the reason(s) he or she was rejected?

(n=310) (n=172) (n=83) (n=36) (n=19*)

*Small Sample Size


Mostly, the reasons for rejecting a candidate are due to concerns about the candidates lifestyle, inappropriate comments/text written by the candidate themselves or unsuitable photos/videos/information.


Inappropriate comments/text written by friends/relatives

Comments criticizing previous employers/co-workers/clients

Concerns about the candidate’s lifestyle

Unsuitable photos / videos / information

Inappropriate comments/ text written by the candidate

11%

37%

32%

42%

58%

14%

28%

42%

44%

78%

35%

40%

45%

51%

57%

43%

40%

58%

55%

56%

35%

38%

51%

52%

59%

Online Reputation and its role in candidate rejection

Q21. Which of the following types of online reputational information impacted your decision to reject the candidate?

Concern about the candidate’s financial background

Poor communication skills displayed online

Discovered that information the candidate shared was false

Groups/Networks the candidate was a member of

Inappropriate comments/ text written by colleagues/work acquaintances

0%

42%

47%

37%

21%

18%

41%

36%

33%

37%

16%

27%

30%

35%

40%

15%

31%

34%

35%

35%

17%

42%

36%

17%

Contd..

WW (n=310) US (n=172) UK (n=83) Germany (n=36) France (n=19*) *Small Sample Size


Online Reputation



13%5% 8% 5%

33%19%

4%

14% 20%

39%

26%

14%

33%41%

17%40%

75%

43%33%

7% I am very concerned about my online repu-tation

I am somewhat con-cerned about my on-line reputation

I am not very con-cerned about my on-line reputation

I am not at all con-cerned about my on-line reputation

Don’t know

Most US HR/Recruiters are very concerned about their own online reputation. While this is the case in the UK too, their counterparts in Germany and particularly France, do not seem to be as concerned.

Q2. Which of the following statements best describes how you think about your online reputation: (People’s perception of you based on the content posted by you or about you online).

(n=1106) (n=275) (n=276) (n=279) (n=276)




5%11% 13% 7%

48%

31%

50%

56%54%

40%

62%

37%29%

34% Responsibility resides entirely with the individual

Responsibility resides with the individual, but websites should make it easy for users to manage their reputations

Responsibility resides with the websites and there should be laws requiring them to do so

Don’t know

Responsibility for protecting online information While HR/ Recruitment professionals in the US believe that the responsibility for protecting someone's online reputation lies entirely with the individual concerned, in Europe it is more widely believed that websites should also help individuals manage their online reputation.


(n=1106) (n=275) (n=276) (n=279) (n=276)



Used the alert feature provided by some websites that automatically notifies me of

any new mention of my name or other personal information

Checked to see what other people say about me on websites/gaming communities/

blogs/online auction & classifieds sites etc.


Used privacy settings on social networking sites that determine who can access and

respond to my content


12%

21%

44%

37%

63%

22%

32%

57%

48%

74%

28%

40%

49%

53%

65%

58%

63%

45%

60%

72%

30%

39%

49%

49%

68%

Steps taken to protect online reputationDoing a self search and checking what other people have to say about them on various sites are the most common steps taken by US HR/Recruiters in the last six months to manage their online reputation. Across Europe too, searching for your own name using a search engine seems to be the most popular method to manage online reputation.

Q5. In the last six months, which of the following steps (if any) have you taken to protect your online reputation?


Have not taken any steps



1%

21%

4%

3%

13%

2%

12%

15%

9%

18%

29%

28%

8%

42%

35%

12%

13%

17%

25%

Contd..



Demographics


Profile of HR/Recruitment respondents

WW

US

UK

Germany

France

28%

25%

39%

9%

38%

72%

75%

61%

91%

62%

Female Male

WW

US

UK

Germany

France

20%

13%

18%

26%

22%

25%

15%

22%

38%

27%

36%

47%

31%

30%

35%

19%

26%

29%

6%

16%

50+ 41-50 31-40

25-30

WW

US

UK

Germany

France

40%

31%

21%

78%

30%

49%

65%

67%

5%

60%

11%

5%

12%

17%

10%

Hiring ManagerHuman Resource ProfessionalRecruitment Professional

Gender Age Occupation


S1. Please indicate your gender. S2. In which age category do you fall?. S3. Please indicate your occupation

(n=1106)

(n=275)

(n=276)

(n=279)

(n=276)

(n=1106)

(n=275)

(n=276)

(n=279)

(n=276)

(n=1106)

(n=275)

(n=276)

(n=279)

(n=276)

data privacy day: perceptions study

Documents

online information

impact of online reputation

online reputation study

reputational information

good online reputations

sitesmicrosoft confidential

consumers ww

proportion of consumers