Using Metrics To Support the Business Case for Social Media

By Ann Barrett
Director, eRecruitment & Social Media Strategy
Social Media Member Distribution

2
Social Media Channel Penetration by Age

Baby Boomers are the fastest growing demographic to adopt social media.

3
What The Data Told Us
We started doing some analysis and found employees were
already on social media platforms. We though...
Recruitment Metrics
Our recruitment data also told us that
candidates were increasingly hearing
about us and being hired f...
Holistic Approach
Brand

Content

Channels

• News
• Events
• Community
• Lifestyle
• Jobs
• Products

6
Internal Stakeholders
Consider working together
as a community of internal
stakeholders to develop and
promote content you...
Employee Participation
To encourage employees to participate be creative in your thinking. A few
suggestions may include:
...
Lessons Learned
Lessons Learned:
• Engagement is two way
• Content should be robust
• Develop social media guidelines for ...
Thank You!

@annzaliebarrett
ca.linkedin.com/in/annzaliebarrett

http://sailorann.wordpress.com

http://www.slideshare.net...
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Building The Business case to Use social Media For Recruitment

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Some information on how to use metrics to build out your business case to participate on social media.

This document will provide some insight into what specific things your company can do to build and maintain an online presence.

Published in: Business, Technology
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Building The Business case to Use social Media For Recruitment

  1. 1. Using Metrics To Support the Business Case for Social Media By Ann Barrett Director, eRecruitment & Social Media Strategy
  2. 2. Social Media Member Distribution 2
  3. 3. Social Media Channel Penetration by Age Baby Boomers are the fastest growing demographic to adopt social media. 3
  4. 4. What The Data Told Us We started doing some analysis and found employees were already on social media platforms. We thought we could leverage their presence as brand ambassadors through their network connections to build brand awareness and attract candidates. Number of Sun Life Followers on LinkedIn 2012 30,000 25,000 20,000 15,000 10,000 5,000 0 Q1 Q2 Q3 Q4
  5. 5. Recruitment Metrics Our recruitment data also told us that candidates were increasingly hearing about us and being hired from social media sites. This provided another catalyst to build out our presence from an attraction perspective. 5
  6. 6. Holistic Approach Brand Content Channels • News • Events • Community • Lifestyle • Jobs • Products 6
  7. 7. Internal Stakeholders Consider working together as a community of internal stakeholders to develop and promote content your social media platforms. Define the process so it encompasses a well defined governance process. If you are working across geographies, work with local representatives to get input and participation. Marketing & Communications Social Media Rep’s Digital Media Brand 7
  8. 8. Employee Participation To encourage employees to participate be creative in your thinking. A few suggestions may include:  Contests/giveaways for liking your pages  Workshops to help people build professional profiles (LinkedIn)  Professional pictures taken  Post relevant jobs  Feeds for various content  Championed by our CEO & Senior Leaders  Anchor it as part of your business strategy 8
  9. 9. Lessons Learned Lessons Learned: • Engagement is two way • Content should be robust • Develop social media guidelines for employee participation • Diversify your channel representation • Regional representation and participation is more meaningful then translating content. 9
  10. 10. Thank You! @annzaliebarrett ca.linkedin.com/in/annzaliebarrett http://sailorann.wordpress.com http://www.slideshare.net/AnnzalieAnnBarret 10
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