How to recruit Latin America
If you are tasked with recruiting diversity (and if you are not, you should be), you might want to take a look at Social Networks; especially if you are targeting Latin American countries. (The traffic on Social Networks in that region is doubling! Yowza!!) Check out this data from Marketing Charts.
The number of social network users in five major Latin American countries (Argentina, Brazil, Chile, Colombia and Mexico) more than doubled from Jan. ‘07 to to Jan. ‘08 – it was up 103% - according to an Analytics 2.0 analysis, using comScore data.
During the same period, the number of US Hispanic and Puerto Rican social-network users increased 48%.
The main social networks of the five-country LatAm region, by number of users:
- Orkut – 12.9 million (up 27% from 10.1 million in ‘07)
- Sonico – 7.3 million (Sonico launched during the second half of ‘07)
- hi5 – 4.2 million (up 72% from 2.2 million in Jan. ‘07)
- MySpace – around 3 million (13 million users in all markets analyzed
- Facebook – 2.2 million (up 4,1525 from Jan. ‘07 count of 52,000)
If you like this kind of thing, you definitely want to download this report – The Social Networks in Latin America (PDF)
Here is a snippet…
The global phenomenon of social networks is landing in Latin America. Techcrunch recently published an article about Sonico (Sonico.com) describing it as the largest and most unknown social network in the region (Http://www.techcrunch.com/2008/02/16/sonicothe-biggest-social-networking-site-youveprobably-never-heard-of/).
Social networks are the foundation of the Web 2.0 – would be the equivalent of the traditional Web portals – and consist of sites where users can create a profile and contact other people. These users produce content that can be shared with the other members of the network. Social Networks, the BIG THING on the Latam and US Hispanic internet markets.
However, so far it has not been dimensioned clearly the impact that social networks are taking among Internet users in the region, because the debate is been driven to a purely impressionistic one. With focused on providing conclusive data about this phenomenon we analyzed data from ComScore.
According to comScore – a paid subscription service that audits the Internet audiences – the number of Internet users in the five major countries of the region (Argentina, Brazil, Chile, Colombia and Mexico) approached 46.3 million in January (2008). The internet users from the above mentioned period is 16% higher than the 39.8 million internet users in January 2007.
If we consider also the Puerto Rican and US Hispanics Internet Users the number jumps to 66 millions, with the same growth rate since January 2007. The audience from the main social networks (bebo, facebook, friendster, hi5, mySpace, Orkut and Sonico) is approximately 29.6 million in 5 Latin American, reaching the 64% of the total internet users population, which means that 6 of each 10 internet users in the above mentioned Latin American Countries are using one of the mentioned Social Networks.
The Puerto Rican and US Hispanic audience from the above mentioned social networks is about 15.2 million, or 77% of the Internet Audiences from the mentioned Markets. Since the penetrations of the Puerto Rican and US Hispanic markets are higher we would infer that the penetration from the Latin American markets will tend to reach those levels.
Click here to download – “The Social Networks in Latin America” (PDF)
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Comments
Great HR blog! As a former head of global HR for a Fortune 100 company, I’m very impressed. You’re absolutely correct, social networking in Latin America is a key to success. Just remember to be social and not scamper off home the instant work is over on Friday. Linger, listen and enjoy the culture. This makes an incredible impression on candidates and colleagues.
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Hi Jim, I’m glad that you found my report useful, and thanks for mentioning the source. We are working in the second part of the report which will cover more social networks and more variables. Thanks again, Juan.