Human Resources and Social Media

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Lecture held at SAMK for Innovative Business Service -students, 3.10.2013.

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Human Resources and Social Media

  1. 1. HUMAN RESOURCES AND SOCIAL MEDIA 3.10.2013 IBS Ann-Christine Wahl
  2. 2. TYÖTÄ MEILLE NYT JA HETI!-PROJECT • JobiJobi! is a service part of Työtä Meille Nyt ja Heti! - project • The project is funded by Satakunta Centre for Economic Development, Transport and the Environment with ESF-money • Project is coordinated by Satakunta University for Applied Sciences. • The aim of the project is to increase job search skills and know-how on the web and also produce useful information for the labor force authorities and generate tools for companies for recruiting in social media • Project time 1.9.2010−31.12.2013. • www.jobijobi.fi
  3. 3. HR AT THE MOMENT • Out of date • Inefficient • Not enough thought, money or time • No planning • No tools or too much tools
  4. 4. WHY IS SOCIAL MEDIA SO IMPORTANT TO HUMAN RESOURCES? • Workforce and jobs don’t meet • Employers have difficulties to find right kind of applicants – Applicants aren’t qualified enough – All the best are already working • Job seekers more and more aware of company image – Recruiting  PR
  5. 5. TODAYS MAIN TOPICS HR STRATEGY RECRUITERS TOOLS RECRUITMENT COMMUNICATIONS INTERNAL COMMUNICATIONS
  6. 6. HR STRATEGY
  7. 7. • Most of the problems in HR are caused by poor planning or total lack of it • Every company should have a HR strategy • The strategy should at least include following things: – The vision of the company – Retention of staff – Competence and skills – Recruitment of new staff
  8. 8. EVEN IF THERE IS A PLAN… • Superiors don’t know the goals of the HR strategy or the focus points of recruiting • Superiors aren’t aware of the potential of the current workers or necesity of the future work force • Recruitment isn’t planned according to the future needs -> No vision • No goals • No follow-up or tools for valuation
  9. 9. HOW TO USE SOME IN PLANNING HR STRATEGY • Could HR strategy be published e.g. in SlideShare? – > More visual • Could GoogleDocs and EtherPad be used to create some parts of the HR strategy? – > Everybody has a chance to influence
  10. 10. INTERNAL COMMUNICATIONS
  11. 11. COMPANY BRAND Company profile Company culture Working community Attraction factor and communication channel FORMATION OF TARGET IMAGE Frank Communications, Pekka Putkinen: Yhteisöstä myyntivaltti rekrytointimarkkinointiin
  12. 12. GUIDELINES • Where and what employees can tell about the company in some • Can social media be used during work and in which position (professional, professional/personal, personal) • How to act in crisis • Social media guidelines to concretize – Examples: Yle, Helsingin Sanomat, Liikenne- ja viestintäministeriö – Even if there is no official social media guidelines -> The unspoken policies
  13. 13. Middhill-restaurant and celebrity chef Hans Välimäki, the ”Watergate”- incident
  14. 14. Marimekko and plagiarized fabric, ”Marimekkogate”
  15. 15. SOME FOR INTERNAL COMMUNICATIONS • Most common Yammer – Free – Company email needed – Over 100 00 companies – Can be used through multiple platforms • Similar: – SocialText – Socialcast – Teambuzz – Socialwork – Jive
  16. 16. FROM INTERNAL TO EXTERNAL • How to use personnel for external communications that benefits HR – Company blog -> Workers telling about their work projects etc. – Facebook -> How is everyday life in company, different jobs in the company – YouTube -> Employement stories, work culture, work place etc. etc.
  17. 17. RECRUITMENT COMMUNICATIONS
  18. 18. • Recruitment communications in some is still mostly about repeating the same information as in old channels • As a working environment some needs a different kind of approach – The traditional marketing doesn’t work in some • People want to talk with people, not with the company logos • Recruitment doesn’t always need to be so serious
  19. 19. WANTED: World’s best masochistic web-developer • You have a beard like the most other talented developers. Untidiness of the beard is a plus. You have to be able prove the existence of the beard in your application. If you’re beardless, do it in Photoshop or with a marker. • We offer: – Salary! – Protected 70s scifi architecture – Legos – Incredibly long holidays – Free dental care – Possibility to hang around with real celebrities with excellent teeth – Empathy – Possibilty to work with Finland’s biggest Swedish-spoken web-service – Free parking – A place in the shadow of the Tower and the glowing Mordor eye YLE
  20. 20. FINNAIR: Quality Hunters • Themes – 2010: Rethinking quality – 2011: Over all flight experience – 2013: New innovations in travel • Recruiting average people to work for them – > Crowdsourcing • Campaign designed especially for some • In 2011: – Recruitment ad was published in qualityhunters.com – Open application profile, which could be shared to some – Applicants were chosen to the final stage based on how many likes they had on Facebook – In addition recruitment advertisements could be seen in LinkedIn, flights and airport (video) – You can also follow the project on Twitter and Quality Hu • In 2013: – Heading more towards community – Anyone can take part in the process by joining the discussion on Facebook, Twitter, blog and Pinterest boards – Possibility to talk with Finnair professionals of service development – Best ideas proceed to further development Inventing something new, not only transferring the old! Lähde: Finnair
  21. 21. ENERGY AMBASSADOR 2013 http://www.energyvaasa.fi/lahettilas/
  22. 22. ENERGYVAASA: Energy Ambassador • Offering possibility to travel around the world • Mission: Mapping the possibilities of energy field for Finnish export • Previous year – 12 weeks, 12 different work places – 30 000 e salary with car and hotel accommodation
  23. 23. SOCIAL MEDIA IS CHANGING RECRUITMENT… • More visual (videos) • More interactive • More humoristic • More inventive • More affordable • Campaigns are not disposable (e.g. videos) – After the campaign -> Image effect • Continuous process
  24. 24. SOME + PERSONNEL + STRATEGY = GOOD COMPANY IMAGE & SUCCESFUL RECRUITING
  25. 25. RECRUITERS TOOLS
  26. 26. • Social media provides many tools for recruiter -> many sees as a burden • Social media is suppose to make the work easier, not more difficult • Most common problems: – Time consuming – No resources – Person doesn’t know what she/he is doing – HR personnel hides behind the company • Recruiters use some for three purposes: – Networking – Headhunting – Communications
  27. 27. PROFESSIONAL
  28. 28. RECRUITING
  29. 29. LINKEDIN • Most used some tool for recruiting • Networking • Company page and recruiting ads • Professional discussion groups • Has special solutions for recruiters
  30. 30. Making applying easy for the applicant
  31. 31. There are plenty of applications and websites that can help the recruiting process…
  32. 32. BE READY, SOCIAL RESUMES ARE COMING!
  33. 33. http://satuolkinuora.wordpress.com/
  34. 34. Infographic: • Vizualize.me • Visual.ly
  35. 35. Twesume
  36. 36. Make the social media channels visible on your home page
  37. 37. RECORD THE RECRUITING PROCESS • Keep the candidates up to date with the recruiting process with social media • E.g. Yle in Pinterest
  38. 38. PLUS… • Pinterest • Google+ • SlideShare • About.me • Storify • Tumblr
  39. 39. CHOOSE THE TOOLS THAT FIT YOU AND YOUR COMPANY’S GOALS!
  40. 40. MAIN POINTERS • Have a plan and resources and people to realize it • Recruitment communications is an essential part of company image • Be creative, try new things! • Form a presence in social media and take actively part in discussions
  41. 41. Satakunta University of Applied Sciences Project Manager Ann-Christine Wahl ann-christine.wahl@samk.fi 044-710 6317
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