Web 2.0 and Federal HR Policy Forum

HR 2.0: Using Social Media to Recruit, Retain and Train June 11, 2009 Washington, DC Andrew Krzmarzick Senior Project Coordinator The Graduate School http://www.graduateschool.edu Phone: 919-767-9088 Email: Andrew_Krzmarzick@grad.usda.gov Twitter: @krazykriz LinkedIn: AndrewKrzmarzick Blog: http://generationshift.blogspot.com 1 www.grad.usda.gov

 What is Web 2.0?  “Generation C”  Social Media and HR Policy  Recruitment: 5 Ideas/Examples  Retention: 8 Ideas/Examples 3 www.grad.usda.gov

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“Five thousand years ago, the marketplace was the hub of civilization, a place to which traders returned from remote lands with exotic spices, silks, monkeys, parrots, jewels – and fabulous stories. In many ways, the Internet more resembles an ancient bazaar…” 6 www.grad.usda.gov

Reversal of Industrial Revolution? 50% of U.S. teleworking by 2015? 7 www.grad.usda.gov

Veterans: 1920-1940 Baby Boomers: 1940-1960 Generation X: 1960-1980 Millennials: 1980-2000 Web 2.0 Users? Source: Washburn, E. Are You Ready for Generation X? Changing World View – The Five Generations. Physician Executive, January-February 2000. 8 www.grad.usda.gov

What about “Generation C” ? 9 www.grad.usda.gov

“…an avalanche of consumer-generated content…” Two drivers: (1) Our creative urges (2) Content-creating tools Trendwatching.com, Feb 2004 10 www.grad.usda.gov

Generation C By Dan Pankraz www.grad.usda.gov

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Someone of ANY age who is actively using social media and engages others on the Internet with a quot;2.0quot; mindset: creative, collaborative and community oriented. 13 www.grad.usda.gov

Source: Flickr – lyzadanger’s photostream www.grad.usda.gov

Generations Explained % of total adult % of internet-using Generation Name* Birth Years, Ages in 2009 population population Gen Y (Millennials) Born 1977-1990, Ages 18-32 26% 30% Gen X Born 1965-1976, Ages 33-44 20% 23% Younger Boomers Born 1955-1964, Ages 45-54 20% 22% Older Boomers Born 1946-1954, Ages 55-63 13% 35% 13% Silent Generation Born 1937-1945, Ages 64-72 9% 7% G.I. Generation Born -1936, Age 73+ 9% 4% Source: Pew Internet & American Life Project December 2008 survey. N=2,253 total adults, and margin of error is ±2%. N=1,650 total internet users, and margin of error is ±3%. *All generation labels used in this report, with the exception of “Younger -” and “Older -” Boomers, are the names conventionalized by Howe and Strauss’s book, Generations: Strauss, William & Howe, Neil. Generations: The History of America's Future, 1584 to 2069 (Perennial, 1992). As for “Younger Boomers” and “Older Boomers,” enough research has been done to suggest that the two decades of Baby Boomers are different enough to merit being divided into distinct generational groups. 15 www.grad.usda.gov

2.0 1.0 www.grad.usda.gov

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Users age 18-24 = 10.6% Users age 35-54 grew 276%, 18-24 only 20% last six months Average age = 40 yrs old Source: http://socialcomputingjournal.com/viewcolumn.cfm?colid=824 www.grad.usda.gov

BEFORE YOU BEGIN… 1. Why? Tie to mission, goals, objectives, needs, gaps. 2. Who? Champion, contributors, constituents. 3. What? Content is the key to success. 4. How? Decide which tools best meet goals. 5. When? Create a schedule to implement and evaluate. www.grad.usda.gov

1.Why? Tie to mission, goals, objectives, needs, gaps. • Transparency • Participation • Accountability www.grad.usda.gov

1.Why? Tie to mission, goals, objectives, needs, gaps. Millennials • Recruitment Gen X • Retention Boomers • Efficiency • Communication www.grad.usda.gov

1.Why? Tie to mission, goals, objectives, needs, gaps. Federal Brain Drain  60% of all Federal workers are eligible to retire by 2015  90% of 6,000 Federal Executives  70% of boomers expect to work in their retirement years  68% expect to never retire – cycle of work/play  Half of boomers want 2nd careers that help others Sources: - Partnership for Public Service, Issue Brief PPS-05-08: Federal Brain Drain, November 2005 - AARP, Knowledge Management, Staying Ahead of the Curve 2003: The AARP Working in Retirement Study. - Harvard School of Public Health-MetLife foundation Initiative on Retirement and Civic Engagement, Reinventing Aging: Baby Boomers and Civic Engagement, October 23, 2005 - Merrill Lynch, New Retirement Survey: A Perspective from the Baby Boomer Generation, February 23, 2005. 23 www.grad.usda.gov

1.Why? Tie to mission, goals, objectives, needs, gaps. Partnership for Public Service Survey  42% of college juniors/seniors were extremely/very interested in working for the federal government  Only 13 out of 3,000 students felt extremely or very knowledgeable about federal jobs. Source: - Ruzick, K. Students Eager for Government Jobs, Unsure How to Get Them. Found at goveexec.com/dailyfed/0506/0506r1.htm. www.grad.usda.gov 24

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• Strategic Workforce Plan • Hiring Projections • Human Capital Planning Wiki? • Recruitment Strategies • Streamlining • Job Vacancy Announcements Social • Plain Writing Virtual Networks, • Application Process RSS, • Agency Contact Information • Acceptable Submissions Widgets • Additional Information and • Explanation of Hiring Process Mash-Ups? www.grad.usda.gov

http://www.facebook.com/teach www.grad.usda.gov

http://www.youtube.com/thecoastguardchannel www.grad.usda.gov

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http://iampublicservice.org www.grad.usda.gov 30

5 Ways Government Could Use 1. Recruit candidates for open positions 2. Find job candidate references/recommendations 3. Launch discussions with industry through groups 4. Engage citizens and constituents in conversation 5. Create cross-agency and international connections www.grad.usda.gov

Coaching / Mentoring 2-Way! www.grad.usda.gov 32

Podcast Interviews www.grad.usda.gov 33

Face-to-Face Web-Based! www.grad.usda.gov 34

Steve Ressler Founder, GovLoop.com www.grad.usda.gov

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Top 5 Ways Government’s Using Crowd-sourcing ideas to improve Communicating with citizens Posting links to key information Promoting events, surveys, studies, etc. Making government seem “cool” www.grad.usda.gov

http://delicious.com/akrzmarzick www.grad.usda.gov

Groups www.grad.usda.gov

Steps to Implementation 1. Why? Tie to mission, goals, objectives, needs, gaps. 2. Who? Assign owner/contributors; define audience. 3. How? Decide which tools best meet goals. 4. What? Content is the key to success. 5. When? Create a schedule to implement and evaluate. 40 www.grad.usda.gov

“I have never been one for networking of any kind, so I wasn’t really thrilled at the prospect of jumping into the world of social networking. However, as I aspired to the ranks of the federal government’s Senior Executive Service, I realized that building coalitions and developing an extensive network of associates helps us collaborate and share best practices and provides for the flow of diverse ideas and diverse thinking.” -Linda Cureton, NASA CIO, April 20, 2009 http://fcw.com/Articles/2009/04/20/Cureton-comment.aspx www.grad.usda.gov

Thank You! For More Information: Andrew Krzmarzick Senior Project Coordinator (202) 821-6288 Andrew_Krzmarzick@grad.usda.gov GraduateSchool.edu GenerationShift.blogspot.com IAmPublicsService.org Twitter.com/krazykriz LinkedIn.com/in/AndrewKrzmarzick Delicious.com/akrzmarzick Slideshare.com/akrzmarzick 42 www.grad.usda.gov

Web 2.0 and Federal HR Policy Forum

by Andrew Krzmarzick on Jun 01, 2009

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