Building an HR Social Media Strategy focuses on harnessing social media tools--social networks, blogs and wikis--for use in recruiting, employee engagement, training and corporate culture building. During this breakfast session we will review and discuss what social media tools are out there and how they can be used in recruiting, employee engagement, training and corporate culture building, as well as examine case studies and examples of internal social media success stories.

1. January 26, 2011 and HR – Engage,
Connect, Succeed
Cathy McKnight

2. What its Social
media
all about
Social Social
Marketing networking
Collaborate
Communicate
Connect
Workforce
Intranet 2.0
2.0
Web 2.0
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3. What does it all mean?
• It is the move toward a more social,
collaborative, interactive and responsive web.
• It is the process of putting us into the web.
• It is people connecting with other people.
• It is an easier Internet or intranet.
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4. Reality Check #1
• Employees are having online conversations
regardless if a company provides the tools to do so or
not … Facebook, Twitter, Digg.
* Pew Internet & American Life, 2009
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5. Reality Check #2
• Employees are collaborating online regardless if a
company provides the secure tools to do so or not …
Slideshare, Delicious, Flickr.
* Pew Internet & American Life, 2009
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6. Reality Check #3
• 96% of Millennials belong to some kind of social
network*, and expect to have access to these
capabilities … and will consider not taking
a job if they won't.
* Pew Internet & American Life, 2009
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7. Lets level set …
Social media Social media
is… is not…
• Access on demand • Regularly scheduled
• Dialogue updates
• Transparent • A monologue
• Inclusive • Controlled
• Authentic • Contrived
• Dynamic • Exclusive
• Mobile • Product driven
• Listening device • Static
• To be embraced • To be feared
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8. Just a few Social Media tools
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9. Blogs
• Simple
• Easy
• Personal
• Creates dialogue
• Interactive
• Timely
• Proactive and
reactive
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10. Social
Networking
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11. Crowdsourcing
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12. Forums & Discussion
Boards
• Generate FAQs to address
common questions
• Intellectual exchange
• Learning new ideas and
refining old ones
• Enjoying community
membership
• Contributing to others
• New business leads
Forums need governance • Keeping up with current events
• Learning about new
opportunities
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13. Microblogging
• Quick and timely
• Short messages
• Interactive
• Great for reminders
• Teasers for promotion of
events, articles, activities
• Keeps web spaces
(intranet, portal, blogs)
fresh with new content via
automatic feeds
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14. Other Social Media Outlets
Widgets Presentation Sharing
Social Bookmarking
Online Video
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15. Don't forget about your
current website
• Update your website with
more about the company
– A day in the life
– The recruitment process
– What you can expect your
1st week, 1st month, 1st
year
– What is your company's
EVP (employee value
proposition)
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16. Workforce 2.0 – how far
have you gone?
• Blogs
• Microblogs
• Videos, podcasts
• User forums, Discussion Boards
• Social Networking
• Wikis
• Instant Messaging
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17. Why consider Social Media for
HR communication?
80% of North
Americans use
social media monthly
2/3 of the world’s
population
use social networks
Time spent on social
networks is growing
6 times faster
than time spent online
Sources:
Forrester, The Broad Reach of Social Technologies, August 25, 2009
Neilsen, Global Place & Networked Places, 2009
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18. By the numbers…
More than
500 million
active users
Ages 35 & Older:
Fastest growing
demographic
facebook
50% of active
users log on
each day
Source:
Facebook Press Room - http://www.facebook.com/press/info.php?statistics
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19. By the numbers…
Year-over-year growth = 1,448% from
1.2 million unique users in May 2008
to 18.2 million unique users in May
2009
Twitter
Source:
Aon Consulting Web 2.0 and Employee Communications Survey, March 2009
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20. By the numbers…
A new member
joins every
second More than 50 million
users worldwide
Is available in six LinkedIn
languages
Source:
Aon Consulting Web 2.0 and Employee Communications Survey, March 2009
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21. Today’s Workforce
Babyboomers Generation X
Generation Y/
Millennials
Traditionalist
• Generation C
Today's (1982 – 1992)
Workforce
<1946 1946 1965 1982
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22. Who's using these tools?
Gen X & Boomers
Gen X & Y
Boomers
Gen Y/C
Gen X
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23. Not using it?
• Then you are missing the best opportunity to
connect with all your customers:
– Clients
– Employees
– Prospects
– Candidates
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24. Building a
company
"Socially"
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25. Which Channel & Why
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26. Communications channels
have changed – have you?
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27. WORKFORCE 2.0 IN ACTION
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28. IBM's Beehive
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29. SabreTown
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30. What you need to succeed
 A compelling vision
 Executive support
 Empowered champion
 Coordinated team
 Understanding of audiences
 Alignment with business objectives
 Realistic assessment of technology
 Phased and executable implementation plan
 Communications plan
 Change management plan
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31. But what about …
• Employee negativity
• Personal versus organisational voice
• If nobody uses it
• The perception that social/new media tools are a "waste of
time"
• We are already suffering from information overload
• The lack of understanding on how to use the tools
• Concerns over privacy and security
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32. People make mistakes
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33. Thank you!
cathy.mcknight@aonhewitt.com
www.aonhewitt.com
www.Twitter.com/cathymcknight
http://ca.linkedin.com/in/cathymcknight
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