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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 …

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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  • 1. • • •
  • 2. Permeating the Workplace Pre- employment During employment Post employment In most circumstances, technology is outpacing the law.
  • 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. 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. 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. 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. 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. Fueling the Social Addiction http://pinterest.com/pin/112097478196839944/ (Infograph from OnlineCollegeCourses.com)
  • 9. Fueling the Social Addiction http://pinterest.com/pin/112097478196839944/ (Infograph from OnlineCollegeCourses.com)
  • 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. 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. 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. • Facewash App • Vine App • Cachetown • Google Glass • JOBGRAM • Facebook Graph Search Weekly, Daily, Hourly…
  • 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. And Recruiting Purposes Know the Laws Understand Business Consider Resources Prepare for Public Manage Content
  • 16. And Recruiting Purposes Publicly Scope Truthful Disclosure
  • 17. Accessibility, accessibility, accessibility Training, training, training Flexibility, flexibility, flexibility Not “set it & forget it” And Recruiting Purposes
  • 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. “Friending” Applicants New state password bills No shoulder- surfing Anti- discrimination statutes (pretexting) Publicly-available information SCA (duress) State privacy laws
  • 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. Calculated risk vs. simply a risk Appropriate discipline Protection plan Training, training, training Disciplining Employees Misuse of Social Media
  • 22. Mitigating Risk Review data More is not better Collect data Know the law
  • 23. Use caution with “privacy” Cover all technology Create policy in advance Privacy
  • 24. • Document • Be consistent • Authorized information • Use anonymous information • Don’t pressure for information • Don’t hack into accounts
  • 25. Disparate Impact 69% 16% 11% 3% Twitter Users White Black Hispanic Asian In social media
  • 26. State Laws Stored Communications Act Fair Credit Reporting Act NLRB
  • 27. • Race • Religion • National Origin • Age • Color • Sex • Genetic information • Disability • Retaliation Race Marital Status Religion Familial Status/Responsibilit ies
  • 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. http://www.nlrb.gov/news/acting-general-counsel-releases-report-employer-social- media-policies
  • 30. http://socialmediagovernance.com/policies.php
  • 31. Point Person Act Quickly Honesty Transparency Straight Facts Public Awareness Empower
  • 32. Social media primer Company rules & guidelines Online representation Legal considerations Risk- avoidance techniques Engagement techniques Rundown of resources Ongoing guidance and resources
  • 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. • Google Alerts • Yahoo! Alerts • SocialMention • Technorati • Twitter Search • Facebook Graph Search Online Reputation Monitoring
  • 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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