The worlds of HR, technology and social media don’t simply overlap, they interact with more frequency and meaning than ever. Social media continues to grow as a tool to build employer brands and engage HR leaders and practitioners to discuss relevant and timely topics. From Twitter Chats and brand-related real estate on Facebook, LinkedIn and Instagram to live video interviewing, social media has become an integral part of daily HR activities. So let’s look at a “month in the life” of HR leaders on social, and see what we can learn about how to reach, engage, and influence these B2B decision makers and organizational leaders.

1. HR PROFESSIONALS
Social Insights Report
March
2016

2. WHY HR PROFESSIONALS?
The worlds of HR, technology and social
media don’t simply overlap, they interact with
more frequency and meaning than ever. Social
media con?nues to grow as a tool to build
employer brands and engage HR leaders and
prac??oners to discuss relevant and ?mely
topics.
From TwiBer Chats and brand-related real
estate on Facebook, LinkedIn and Instagram to
live video interviewing, social media has
become an integral part of daily HR ac?vi?es.
So let’s look at a “month in the life” of HR
leaders.
HR teams wear many hats (always have,
always will!), and today that includes leading
the roll out of important and impacLul
employee-facing ini?a?ves. From health and
wellness to diversity to employee advocacy,
really cool things are happening!
Perhaps the most interes?ng finding overall is
that social media insights can be so accurate in
ascertaining what maBers most to your
audience. What we consume, share, and talk
about is a direct reflec?on of the work being
done behind closed doors across the country.
It’s an exci?ng ?me in the world of HR! So
whether you’re neck deep in social strategy or
interested in learning more about how these
industries intersect, enjoy the read. It could
change how you look at your organiza?on,
employees, customers and branding efforts
tomorrow.
Meghan M. Biro
Founder +CEO, TalentCulture
@MeghanMBiro
HR Professionals Social Insights Report

3. WHY SOCIAL INSIGHTS?
Carter Hostelley
CEO, Leadtail
@CarterHostelley
HR professionals come in many flavors, each
wrestling with challenges unique to their own
organiza?ons, the needs of their own
employees, and the impera?ves of their
par?cular industry. What’s the one thing they
have in common?
It’s embracing social media to ask ques?ons,
engage in conversa?ons, and share what
interests them - so they can do their jobs
beBer. That means if you want to get inside
the head of HR professionals, then turning to
social media for insights is a great place to
start.
That’s why we are excited to collaborate with
TalentCulture on this social insights report-
they are experts at understanding how
modern HR professionals are driving their
organiza?ons and defining the future of work.
So whether you’re already in HR and looking
to build your personal brand, or a vendor
hoping to capture your share of HR’s aBen?on
(and budget!), these social insights will help
you take the right ac?ons to reach, engage,
and influence these organiza?onal leaders.
What did we discover from our research?
That’s what this report is all about… enjoy!
HR Professionals Social Insights Report

4. METHODOLOGY
The methodology the Leadtail team used to create this report:
1. Iden?fy human resources professionals ac?ve on social media based on criteria such as job
?tle, type of company, and geographic loca?on to create the target audience data set.
2. Use the Leadtail Social Insights Technology to extract insights around key social media
ac?vi?es, such as what links are shared, who is men?oned and retweeted, popular
hashtags, popular plaLorms used to share content, etc.
3. Review, analyze, and package these insights into this report.
The specific data set analyzed for this report is comprised of:
– 429 HR professionals in North America, ac?ve on TwiBer during the report period
– Includes corporate, agency, and consul?ng HR professionals
– Titles and responsibili?es including: VP of HR, Head of Human Resources, Talent
Acquisi?on, Workforce Diversity, and Employee Benefits
– Total poten?al follower reach: 1,037,794; median # of followers per HR professional: 297
– Tweets published between January 1, 2016 – January 31, 2016
HR Professionals Social Insights Report

5. 10,345
retweets
9,117
and
men?ons/replies
ABOUT THE DATA
23,692
We then analyzed
tweets published by
these HR pros between
January 1 – January 31, 2016
Including
links shared
19,998
Leadtail iden?fied
HR professionals working
in corporate, agency, and
consul?ng roles
in North America
429
5,385
unique hashtags
HR Professionals Social Insights Report

6. WHO ARE OUR HR PANELISTS?
Top Keywords that Occur in the TwiBer Bios of Human Resources Professionals
HR Professionals Social Insights Report

7. WHERE ARE OUR HR PROS LOCATED?
20%
West
30%
Northeast
10%
Southwest
22%
Midwest
17%
Southeast
Regional Distribu?on of Human Resources Professionals for January 2016
HR Professionals Social Insights Report

8. WHAT ARE HR PROS TALKING ABOUT?
Top Hashtags Used by Human Resources Professionals in January 2016
HR Professionals Social Insights Report

9. 11. Mashable
12. Employee Benefit News
13. The Washington Post
14. Benefitspro
15. Fortune
16. The Business Journals
17. The Wall Street Journal
18. USA Today
19. SHRM Blog
20. Bloomberg
21. TalentCulture
22. HR Bartender
23. CNBC
24. Time
25. Employee Benefit Advisor
1. Forbes
2. Inc.
3. The Huffington Post
4. ERE Media
5. SHRM.org
6. Business Insider
7. Harvard Business Review
8. The New York Times
9. Fast Company
10. Entrepreneur
WHAT ARE HR PROFESSIONALS SHARING?
Digital Publica?ons Shared Most by Human Resources Professionals in January 2016
HR Professionals Social Insights Report

10. #1: @sbrownehr
#6: @CzarinaofHR
#11: @mfaulkner43
#16: @HRCurator
#8: @lrueumann
#3: @SteveBoese
#13: @DaveTheHRCzar
#18: @kristenharcourt
#4: @TimSackeB
#9: @Josh_Bersin
#14: @Fishdogs
#19: @akaBruno
#2: @MeghanMBiro
#7: @LollyDaskal
#12: @kris_dunn
#17: @MikeVanDervort
#5: @MikeHaberman
#10: @TrishMcFarlane
#15: @KevinWGrossman
#20: @sharlyn_lauby
WHO INFLUENCES HR PROFESSIONALS?
TwiBer Handles of the People Most Men?oned and Retweeted by HR Professionals in January 2016
HR Professionals Social Insights Report

11. 11. @ongig
12. @USDOL
13. @hrdotcom
14. @nfl
15. @VisierAnaly?cs
16. @Workable
17. @CareerBuilder
18. @CBforEmployers
19. @IBMSmtWorkforce
20. @goodhiretweets
21. @HRHappyHour
22. @IFEBP
23. @JacksonLewisPC
24. @Seahawks
25. @Glassdoor
1. @SHRM
2. @iCIMS
3. @ADP
4. @smashfly
5. @Ul?mateHCM
6. @Ceridian
7. @espn
8. @new_resource
9. @SHRMATeam
10. @DeloiBe
WHICH BRANDS ARE HR PROS TALKING ABOUT?
TwiBer Handles of the Brands Most Men?oned and Retweeted by HR Professionals in January 2016
HR Professionals Social Insights Report

12. CONCLUSIONS
1. Human Resources professionals describe and iden?fy themselves with a wide range of
cri?cal business func?ons, including recrui?ng, benefits, compliance and technology.
2. HR professionals are also leading the organiza?onal charge on important employee-facing
ini?a?ves like wellness, diversity, and employee engagement programs.
3. Human Resources pros demonstrate a commitment to eleva?ng HR’s strategic role by
frequently crea?ng and sharing content related to leadership, management, and innova?on.
4. While HR’s “reading list” of most shared publica?ons overlaps quite a bit with the C-Suite’s
go-to publica?ons, HR pros also turn to dedicated industry publica?ons for insights and
perspec?ves from thought leaders and prac??oners.
5. Our HR panel is distributed across the United States, with concentra?ons in the Chicago,
New York, Atlanta, Tampa, Dallas, and San Francisco Bay Area metros.
HR Professionals Social Insights Report

13. Welcome to the crossroads of Talent + Culture – where workforce strategies, concepts related to
HR, technology and innova?on, ideas, and energy flourish!
Launched in 2010, TalentCulture blends thought leadership and exper?se with online publishing,
brand strategy and digital media.
Thousands of professionals around the globe drive our vibrant, open, online community.
They share three core characteris?cs:
• A passion for innova?on
• A commitment to collabora?on and learning about the future of work
• A desire to advance the “world of work”
Join us for the #WorkTrends Live Podcast & TwiBer Chat – every Wednesday @ 1pm ET
@talentculture
www.talentculture.com
info@talentculture.com
(617) 921-2071
HR Professionals Social Insights Report

14. Leadtail came about from our desire to help marke?ng execu?ves tap into the power of social
media to get closer to target buyers and radically improve their marke?ng strategies.
We work with innova?ve companies to develop social media strategies that leverage social
insights research. Our team has developed and implemented content and programs for leading
business brands and venture backed startups including: WageWorks, Robert Half, Zuora,
Adap?ve Insights, Hoover’s, and NetBase.
We also publish social insights reports about different decision maker groups such as digital
marketers, IT execu?ves, sales leaders and CFOs. These reports have been referenced in leading
business publica?ons including: The Wall Street Journal, Forbes, ERE, CFO.com,
Entrepreneur.com, and CMSWire.
Interested in collabora?ng on a future social insights report? Email us: hello@leadtail.com
@Leadtail
Leadtail.com/blog
hello@leadtail.com
(888) 705-4777
HR Professionals Social Insights Brief