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.

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/

Transcript

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