HR directors in Hong Kong doubt the effectiveness of social media as a hiring tool, said Robert Half that released results of a survey of 200 HR directors across Asia on Thursday.

According to the recruitment firm, 76% of the respondents in Hong Kong believe social media platforms are ineffective as a recruitment tool or are unsure about the effectiveness.

Less than a quarter (24%) of the respondents in Hong Kong think that social media platforms such as Facebook and LinkedIn are effective in hiring, compared to 64% in China, 56% in Singapore, and 30% in Japan, Robert Half said.

The survey results also indicated that 60% of respondents don't believe social platforms will replace traditional CVs.

"While some organizations have leveraged social media as a successful commercial or employer branding tool, its effectiveness in recruitment hasn't been realized or fully utilized by many firms in Hong Kong," said Pallavi Anand, director, Robert Half Hong Kong.

When asked how they are using social media in the recruitment process, 24% of the HR directors in Hong Kong said they use it to source candidates; 18% use it to communicate with candidates; and 12% check online profiles for behavior and suitability.

Although penetration of social media in recruitment is still low, nearly 1 in 4 employers in Hong Kong are still using it, said Anand, who advised candidates to keep their profile on professional networking sites, like LinkedIn up-to-date.

"Candidates should also be aware of their online reputation by ensuring that their profile looks as professional and polished as possible. In addition, posting newsworthy articles, participating in relevant discussion groups and conducting periodic online audits will definitely help raise both personal and corporate brand images," she added.