NACE’s West Coast Social Media Mashup - DirectEmployers Association

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DirectEmployers' VP of Marketing, Nancy Holland, presented on the art of social media - strategy and mitigating risk at the NACE 2013 West Coast Social Media Mashup. Here are the slides from her presentation.

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NACE’s West Coast Social Media Mashup - DirectEmployers Association

  1. 1. • • •
  2. 2. Permeating the Workplace Pre- employment During employment Post employment In most circumstances, technology is outpacing the law.
  3. 3. Sources: 1) http://www.tweetmyjobs.com/blog/2012/01/is-social-recruiting-real-video/ 2) http://mashable.com/2011/07/10/digital-resume/ 3) http://thenextweb.com/socialmedia/2012/10/08/over-half-of-american-job-seekers-use-facebook-to-help-find-work-linkedin-and-twitter-are-gaining/ 29% of job seekers use social media as their primary tool for job searching 52% of job seekers use Facebook to help find work (up from 48% in 2011) 38% of job seekers use LinkedIn to help find work (up from 30% in 2011) 34% of job seekers use Twitter to help find work (up from 26% in 2011) 17% of Facebook users provided their profile during the hiring process 9% of LinkedIn users provided their profile during the hiring process 10% of Twitter users provided their profile during the hiring process
  4. 4. Worldwide Facebook, 1,000,000,000 Google+, 525,000,000 Instagram, 100,000,000 Twitter, 500,000,000 LinkedIn, 200,000,000 Pinterest, 49,000,000
  5. 5. Use Social Networking Sites (SNS) Biggest users Women Age 18-29 Making <$30,000/yr Source: Pew Research Center’s Internet & American Life Project surveys, 2005-2012
  6. 6. Usage by Age 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Feb-05 Sep-05 Apr-06 Nov-06 Jun-07 Jan-08 Aug-08 Mar-09 Oct-09 May-10 Dec-10 Jul-11 Feb-12 Sep-12 All Internet users 18-29 30-49 50-64 65+ Source: Pew Research Center’s Internet & American Life Project surveys, 2005-2012
  7. 7. Landscape Internet Users Who.. % Especially appealing to.. Use Any Social Networking Site 67 Adults ages 18-29, women Use Facebook 67 Adults ages 18-29, women Use Twitter 16 Adults ages 18-29, African-Americans, urban residents Use Pinterest 15 Adults under 50, women, whites, those with some college education Use Instagram 13 Adults ages 18-29, African-Americans, Latinos, women, urban residents Use Tumblr 6 Adults ages 18-29 Source: Pew Research Center’s Internet & American Life Project surveys, 2005-2012
  8. 8. Fueling the Social Addiction http://pinterest.com/pin/112097478196839944/ (Infograph from OnlineCollegeCourses.com)
  9. 9. Fueling the Social Addiction http://pinterest.com/pin/112097478196839944/ (Infograph from OnlineCollegeCourses.com)
  10. 10. 28% on a Typical Day Biggest Users African Americans Hispanics High Income Earners Highly Educated Source: Pew Research Center’s Internet & American Life Project surveys, 2005-2012 40% of Cell Phone Users Use SNS
  11. 11. Faster Than Any Other Device Worldwide PC shipments totaled 89.8 million units in the fourth quarter of 2012, down 6.4% compared to the same quarter in 2011. source: www.idc.com
  12. 12. 70% agree that positive posts on a company’s social media site would make them more likely to apply for a job 59% of job seekers agree that what is said by others about a company is more important in how they form their opinion about a company than what a company says about itself 57% of job seekers expect a company to interact with fans & followers
  13. 13. • Facewash App • Vine App • Cachetown • Google Glass • JOBGRAM • Facebook Graph Search Weekly, Daily, Hourly…
  14. 14. Failures July 15, 2013, EEOC Case Western District of Virginia – “TMI” problem. Croy vs. Blue Ridge Bread Inc. October 2012, EEOC v. The Original Honeybaked Ham Company of Georgia, Inc.
  15. 15. And Recruiting Purposes Know the Laws Understand Business Consider Resources Prepare for Public Manage Content
  16. 16. And Recruiting Purposes Publicly Scope Truthful Disclosure
  17. 17. Accessibility, accessibility, accessibility Training, training, training Flexibility, flexibility, flexibility Not “set it & forget it” And Recruiting Purposes
  18. 18. “Googling” Applicants • 3rd party v. internal searches • Social media background check companies are Consumer Reporting Agenciess Fair Credit Reporting Act • The “TMI” problem Anti- discrimination statutes • Use of social media as “conduct” Off-duty conduct statutes
  19. 19. “Friending” Applicants New state password bills No shoulder- surfing Anti- discrimination statutes (pretexting) Publicly-available information SCA (duress) State privacy laws
  20. 20. Disciplining Employees Misuse of Social Media Policy enforcement Read the “safety manual” NLRB (know the test) Consistency, consistency, consistency Know the legal framework
  21. 21. Calculated risk vs. simply a risk Appropriate discipline Protection plan Training, training, training Disciplining Employees Misuse of Social Media
  22. 22. Mitigating Risk Review data More is not better Collect data Know the law
  23. 23. Use caution with “privacy” Cover all technology Create policy in advance Privacy
  24. 24. • Document • Be consistent • Authorized information • Use anonymous information • Don’t pressure for information • Don’t hack into accounts
  25. 25. Disparate Impact 69% 16% 11% 3% Twitter Users White Black Hispanic Asian In social media
  26. 26. State Laws Stored Communications Act Fair Credit Reporting Act NLRB
  27. 27. • Race • Religion • National Origin • Age • Color • Sex • Genetic information • Disability • Retaliation Race Marital Status Religion Familial Status/Responsibilit ies
  28. 28. Sources: http://www.shrm.org/about/pressroom/PressReleases/Pages/SHRMSurveyincreaseSocialMedia2012.aspx 56% of social media policies include a statement regarding the organization’s right to monitor social media. 40% of organizations have a formal social media policy.
  29. 29. http://www.nlrb.gov/news/acting-general-counsel-releases-report-employer-social- media-policies
  30. 30. http://socialmediagovernance.com/policies.php
  31. 31. Point Person Act Quickly Honesty Transparency Straight Facts Public Awareness Empower
  32. 32. Social media primer Company rules & guidelines Online representation Legal considerations Risk- avoidance techniques Engagement techniques Rundown of resources Ongoing guidance and resources
  33. 33. Additional blogs and websites DirectEmployers Association http://www.directemployers.org/blogs NACE http://www.naceweb.org/KnowledgeCenter.aspx?fid=1144&menu 3&ispub=False&nodetype=3&navurl= NASWA http://www.naswa.org/resources/index.cfm?action=research Marketing Profs http://www.marketingprofs.com/ Smart Brief on Social Media https://www.smartbrief.com/socialmedia/index.jsp Social Media Examiner DOL http://www.dol.gov/ Eric Meyer Blog http://www.theemployerhandbook.com Blogging4Jobs http://blogging4jobs.com/toolbox-hr/ Mashable http://mashable.com
  34. 34. • Google Alerts • Yahoo! Alerts • SocialMention • Technorati • Twitter Search • Facebook Graph Search Online Reputation Monitoring
  35. 35. © 2013 DirectEmployers Association, a nonprofit consortium of leading global employers DirectEmployers.org Nancy Holland Nancy@DirectEmployers.org (317) 874-9022 @DirectEmployers @SoapboxHolland #NACESocial #rethinkDE

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