Taleo World: Winning With Social Technologies in HR


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Taleo World presentation on how human resources (HR) can use social technologies. Presented by Charlene Li, September 16, 2009.

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  • GROUNDSWELL: WINNING IN A WORLD TRANSFORMED BY SOCIAL TECHNOLOGIESHR executives are struggling with a new trend: people using online social technologies (such as blogs, social networking sites, YouTube, and podcasts) to discuss companies and share the joys and frustrations oftheir jobs. Although this can seem like a terrible threat, some companies have been able to turn it
  • Engaging a community has typically meant creating and polishing a message that will result in an action. And you push, nay, SHOUT it out. And if they didn’t hear it and act on it the first time, you shout it again, with greater frequency and greater reach. Worst of all, you can’t see the people behind these messages. It’s been so crafted and controlled, that the people are beaten out of them. Worse, when they are shouting they can’t listen. Here’s an example.
  • He’s a musician, Canadian from Halifax, and generally, a pretty reasonable and nice guy. After a year, he was fed up. So what does a rational musician do? Write a song about it. And make a video of it.
  • http://www.youtube.com/watch?v=5YGc4zOqozoMusician Dave Carroll from Halifax had his guitars damaged on a flight from Halifax to Chicago.United lost control of this situation.
  • When you think of social technologies, you often think about these buzzwords. But that’s not what is important. What is important is relationships and the connections that are made with them. But there’s an upside, if you know how to tap into the power of the Groundswell. Here’s the secret. It’s about the relationships
  • The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate?To help you think about this, I have a simple idea.
  • Question: get at the central questions that drive your members and communities. Pay attention not only to what they blog about, but what they react to, and what that tells you about their priorities. It’s not enough to just listen. How will you create a learning organization?
  • Comcast is a cable provider in the US, and they have a reputation for poor service. They use Twitter to talk with people who are having problems. I used this site and Frank took great care of me. He is changing the face of Comcast, one tweet at a time.
  • Best Buy set up an internal community for their front line employees. They all wear blue shirts in the stores, so they call the site “blue shirt nation”. In this example, a camera case was sent to the store and it just didn’t look right. Within two hours, someone had come into the community and seen the post. It happened to be the person who designed the case. She said that she would go back and make sure that all of the right cases got sent to the right stores. How long do you think it would have taken that floor manager to figure out that he had been sent the wrong case? Probably weeks. But with Blue Shirt Nation, employees are solving problems together.
  • Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.
  • http://flickr.com/photos/kantor/2279534438/
  • Taleo World: Winning With Social Technologies in HR

    1. Winning With Social Technologies<br />Charlene Li<br />Altimeter Group<br />September 16, 2009<br />For a copy of slides, send an email to info@altimetergroup.com<br />
    2. What engagement often looks like today<br />
    3. Meet Dave Carroll<br />Source: davecarrollmusic.com<br />
    4. Welcome to the Groundswell<br />When people get what they need from each other<br />A power shift, catalyzed by social technologies<br />
    5. Technologies can be confusing<br />Source: Wordle.net<br />
    6. It’s about the relationship<br />
    7. Focus on relationships, not technologies<br />What kind of relationship do you want?<br />Transactional<br />Occasional<br />Impersonal<br />Short-term<br />Passionate<br />Constant<br />Intimate<br />Loyal<br />
    8. HR should take a lead in defining these relationships<br />
    9. Goals define your strategy<br />
    10. Always start with Learn<br />
    11. Learn with monitoring tools<br />
    12. Radian6 enables learning organizations<br />
    13. Employees talk on JobVent.com<br />
    14. Dialog with your community<br />
    15. The traditional way to recruit – pushing to a site<br />
    16. Sodexo goes anywhere candidates go<br />
    17. Twitter updates and job alerts from a company recruiter<br />
    18. Connect with candidates on Facebook<br />
    19. Staying connected with alumni<br />
    20. Video interviews on YouTube<br />
    21. At Southwest, a planner talks<br />Post received 98 comments over 10 days<br />In the future, everyone is a marketer<br />
    22. Help your members support each other<br />
    23. Comcast provides support via Twitter<br />
    24. BlueShirtNation.com supports Best Buy’s front line employees<br />
    25. “Internal Twitter” from Yammer enhances email and IM <br />
    26. Goals define your strategy<br />
    27. Starbucks innovates across the organization<br />
    28. Getting started<br />What’s stopping you?<br />“We don’t have the time, money, or people.”<br />“People will abuse it.”<br />“Our execs/boards are short-term focused.”<br />“IT/Legal won’t let us.”<br />“I’m afraid of losing control.”<br />
    29. #1 Start small, start now<br />Audience<br />Goal<br />Revolutionary<br />
    30. Deal with different mindsets<br />Find the “moments of truth” and “moments of crisis” for each mindset<br />
    31. #2 Measure the right things<br />Your goals determine your metrics<br />Use the same metrics as your strategic goals<br />
    32. Example “micro” metrics<br />
    33. Higher order metrics to consider<br />Net Promoter Score<br />How likely are you to recommend this to someone you know?<br />Lifetime Value<br />Lifetime revenue<br />Cost of acquisition<br />Cost of retention<br />Customer referral value (CRV)<br />
    34. #3 Prepare for organizational change<br />Social technologies will disrupt traditional organization structures<br />
    35. Social pressures traditional orgs<br />
    36. #4 Give up the need to be in control<br />Photo: Kantor, http://www.flickr.com/photos/kantor<br />
    37. Deciding how open to be<br />
    38. How to give up control and be in command<br />The Sandbox Covenant<br />
    39. Social media policy template<br /><ul><li> Encouragement and support
    40. Why policy is needed
    41. Cases when it will be used, distributed
    42. Oversight, notifications, and legal implications
    43. Guidelines
    44. Identity and transparency
    45. Responsibility
    46. Confidentiality
    47. Judgment and common sense
    48. Best practices
    49. Tone
    50. Expertise
    51. Respect
    52. Quality
    53. Additional resources
    54. Training
    55. Press referrals
    56. Escalation</li></ul>Policy examples available at wiki.altimetergroup.com<br />41<br />
    57. The Red Cross handbook/policies help keep order<br />http://sites.google.com/site/wharman/social-media-strategy-handbook<br />
    58. Summary<br />Focus on the relationships, not the technologies<br />Start by learning from the conversations<br />Prepare to let go …<br />… of the control you never had<br />
    59. Thank You<br />Charlene LiAltimeter Group<br />charlene@altimetergroup.comblog.altimetergroup.comTwitter: @charleneli<br />For slides, send an email to<br />info@altimetergroup.com<br />Copyright © 2009 Altimeter Group<br />