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Introduction to Using Social Media in HR and Recruiting

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Social media is becoming an increasingly important part of the corporate communications of any business. Embarking on a social media program requires a clear understanding of the social media …

Social media is becoming an increasingly important part of the corporate communications of any business. Embarking on a social media program requires a clear understanding of the social media environment, both benefits and pitfalls. As businesses look to build online communities, engage internal networks and attract new employees, it’s vital to thoroughly consider how to implement social media at an organizational level.

This presentation is designed for business people considering how best to implement a social media program. It’s also suitable for people with little or no knowledge of social media. Executives and managers in human resources, corporate communications, media, public relations and marketing departments are the ideal audience.

The presentation examines the following areas:

• Driving factors behind social media and why it’s important for business to adopt a sound strategy

• Reasonable expectations of a social media program

• Key considerations necessary for a successful implementation
o Setting goals
o Managing expectations
o Handling online criticism

• Brief introduction of social media tools recommended for the business setting

All information provided is based on actual experience and contains plenty of practical advice, hints, and tips to help you decide the best way forward.

Published in: Business, Technology

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Transcript

  • 1. Introduction toUsing Social Mediain HR and RecruitingSarah Mitchell
  • 2. IntroductionGoal for Today Provide an introduction to HR departments considering adopting a social media program Dispel hype and confusion
  • 3. Historical ReferenceJuly 2009 PQMedia study  Word of Mouth (WoM) spending expected to grow 10.2% during worst economic recession in 70 years.  $1.54 billion spent on WoM marketing in 2008May 2010 Custom Content Council Survey  U.S. spends record $47.2 billion in 2009 on branded content (including blog posts, and video to digital zines and e-newsletters) equating to 1/3 of all marketing budgetsBridge Ratings Survey  “Strangers with Experience” trumps: • Teachers • Newspaper/Magazines • TV News Reports • Traditional Advertising
  • 4. Turning Point:Consumers Do Their Own ResearchOnline Publishers – Internet Activity IndexMonthly “Time Spent” in Internet Activity Table
  • 5. Game Changer –Google Panda  Google Panda makes social media connections a bigger part of their algorithm.  Social media activity = better search engine results
  • 6. What Social Media Won’t Do It won‟t close deals It won‟t generate a customer base if your products or service are lacking Probably won‟t replace your current marketing strategy.
  • 7. What Social Media Can Do Promote your brand/EVP Assist in Candidate Attraction Establish your Authority Expose negative aspects of your business
  • 8. Two Thingsto Remember1. It’s “social” meaning your activities have to be centred on building relationships1. You are representing your brand either explicitly or implicitly. At all times you must maintain a professional tone and attitude.
  • 9. Considerationsbefore you start What do you want to achieve? How are you going to handle criticism? Who‟s going to own your social media activity? Are you prepared to invest the time required? What channels are you going to use? What are you going to say? How are you going to manage it?
  • 10. What do you want to achieve? Listening Broadcasting Engaging
  • 11. How are you going tohandle criticism? It‟s not a matter of „if‟ but „when‟ The upside of a healthy network
  • 12. Who’s going to own yoursocial media activity?  Focus on your marketing strategy – not the tools  Hint: It shouldn‟t be the youngsters in your organisation
  • 13. Are you prepared toinvest the time required?“Those with more years of socialmedia experience spend moretime each week conductingsocial media activities.”2011 Social Media Marketing IndustryReport
  • 14. What channels are you going to use? Twitter LinkedIn Facebook Blogs Google+ Research  Establish  Promote  Promote  Not yet Candidate Authority your EVP your proven brand/EVP Attraction  Candidate  Candidate  Potential Attraction Engagement  Establish to have Establish Authority Authority  Promote big impact  Drive your EVP Agenda
  • 15. Usage of Tools for Business100 90 92 80 87 88 84 70 79.3 77.2 78 75.3 68 70 71 68 60 50 40 30 20 10 0 Social Media Success Social Media Marketing Social Media Marketing Summit Report 2009 Industry Report 2010 Industry Report 2011 LinkedIn Facebook Twitter Blogs
  • 16. Twitter Users by Age Credit: Ignite Social Media based on Google
  • 17. What are you going to say? You should have a content strategy, not a social media strategy  Quality  Consistency  Frequency
  • 18. How are yougoing to manage it? Beware of integrating tools Recommended aids:  Tweetdeck  Sendible
  • 19. Interesting FactsPeople aged 30 to 39 yearsare most likely to use socialmedia for business. (Stelzner) More women, than men, engage in social media activities. (55% vs. 45%) People love to look at pictures. 70% of all actions are related to Women say more. photos or video. (HBS) Men reference links. (HBS)
  • 20. Establish Authority LinkedIn is a professional networking site Complete online resume Find and connect with business colleagues Special interest groups Polls Q&A 70 million members in over 200 countries Every Fortune 500 executive team represented on LinkedIn linkedin.com
  • 21. Candidate Attraction Twitter is a global instant messaging tool Send messages to drive traffic to your website Networks consists of “followers” and is very fluid 1.6 billion search queries every day – April 2011 Twitter has 175-200 million registered users 1.6 million active Twitterers in Australia – Sept. 2011 twitter.com
  • 22. Drive Agenda Blogging is an online dialogue you have with your customers and prospects Allows you to position your company against competitors Excellent way to improve SEO Prospects can leave their own comments and opinions
  • 23. Promote Your EVP Facebook allows you to create a business page Most useful for B2C companies Post photos, documents or run advertising Privacy issues 75% of user are outside the USA 10,628,600 users in Australia – September 2011 More than 800 million users log on to Facebook every day facebook.com
  • 24. Measuring Influence
  • 25. Recommendations: Before you Start Pick a descriptive user id – MiningOilGasJob www.knowem.com Use a picture www.gravatar.com Use your real name Be transparent Be generous with information
  • 26. Building NetworksIt’s Professional Not Personal
  • 27. Be Aware Slow burn method of marketing The conversation about your company happens with our without your contribution
  • 28. Sarah MitchellDirector – Site ContentFind out more at www.miningoilandgasjobs.com