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Social media in HR 2011


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Social media has taken the business world by storm. Many companies struggle as they try to build successful strategies with social networking tools. When used purposefully, these media can …

Social media has taken the business world by storm. Many companies struggle as they try to build successful strategies with social networking tools. When used purposefully, these media can communicate not only products and services, but also business goals, vision, mission, and values. Social networking has great potential in marketing, sales, customer service, and recruitment efforts. Human resource professionals can be catalysts in addressing the social media challenge in their organizations. This workshop will describe common business uses of social media with real life examples. As a result of this program, participants will be able to:

• Identify the business benefits of social networking
• Leverage social media to increase effectiveness of corporate communication
• Build a successful social media strategy within their companies
• Measure social media ROI (Return on Investment).

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  • Ways your company can use social mediaHR can drive this revolution in an organization
  • Blogger since early 2000’s, FB since 2006, Twitter since August 2008Use plethora of other social media16 years providing technology advice to HR and Payroll departmentsHow many here:Use a smartphone? End of 2010, 1.2 billion people now carry smartphonesUse GPS? Tweeted that they were here today?
  • There are no experts. It is (still) new and constantly evolvingEveryone is trying to figure out how this stuff works. It takes strategy.
  • DEFINED: “Web-based services that allow users to create online communities based upon shared interests & activities & interact in a variety of methods: messaging, email, pictures, video, etc.“
  • Wordle (word clouds)Connect with people to start discussions and share content, building communitiesCommunicating to others via Web 2.0 toolsCollaborating with your customers, employees, and peers to improve your brand.Provide clarity and transparency about yourself & your company.Cultivating loyalty and trust.Convergence – a complete transformation on how we do everything – chat, video, messaging, file sharing, blog, images, music, etc.Exciting and unnerving
  • A fundamental shift in the way we communicate, network, and organize our lives.ALL Media is now Social MediaWhat’s most exciting: Ultimately, it’s NOT about technology, it’s about people
  • Too many sites, too much information Susceptible to viruses & spam Nucleus Research – 1.5% of total office productivity was decreased by Facebook in 2009 Sock Puppet – posting positive comments about company/brand but do not disclose that they are affiliated with it. Company/brand loses credibility and trust. Saying negative things about our company/brand, or other organizations (which makes us look bad)
  • - 3 our of 4 Americans use social technology.- Older demographic is flocking to social media. 41% of FB users are over age 35. -“Your brand isn’t what YOU say it is, it’s what GOOGLE says it is…” – Chris Anderson, Wired Magazine editor in chief. Failure to engage cedes control of your brand to others.- Thinking one can ban the use of social media is analogous to banning the internet, or phone use.
  • One Size Doesn’t Fit ALLCoke’s lauded policyOnly 3 pages long, great template5 expectations on personal behavior
  • Associate’s personal behavior in Online Social Media – 5 pointsAlso have 10 principals for “Certified Online Spokespeople”
  • OttoRohwedder invented in 1912. Wonder Bread started selling sliced bread nationwide in 1928.It took 16 years for the idea of sliced bread to spread to popularity. We are still in the infant stages of social media, and most businesses don’t know what to do.
  • Branding - most promising use of social mediaCommunicate with employee’s, two way dialogue. Keep them intellectually and emotionally engagedBottom up conversations – value ee’s ideas, show interest in themLearning – Gartner: 80% learning comes from informal trainingAccelerate knowledge sharing, nurture social communities
  • Social Recruiting – big win for HR right nowSHRM – “Biggest investment challenge over next 10 years” - Obtaining and Optimizing Human Capital – 47%Performance-driven CultureFilling Leadership PipelineDeveloping Skills to Address Business Challenges86% of Americans plan to look for a new job in 2011 – CNN Money
  • Cost – Newspaper - $3295; Web - $377; 2.0 - $9788% look for jobs online, 60% apply onlinePassive Job Seeker – employed and not actively seeking a new opportunity (job hunting consumes 0% of their time)60% think that hiring passive candidates results in better employees – LinkedIn poll, 2009Candidates are connected, informed, and are using social mediaHunters have become the hunted ( - Candidates will research and engage a potential employerTransparency – reveal the human side of your organization, build reputation, put a face to your business rather than a corporate BRICK WALL
  • My son – “can you fast-forward these commercials?”GenZ (GenI) – “Digital Natives” - DVR, mobile phones tethering, Social Media GenY (millenials) – in 8 years, they will make up 50% of the workforce (source: Sirona)28% of millennials plan to seek work through LinkedIn, according to a report by I Love Rewards and Experience Inc.Strauss and Howe theories on generationsKids are leading the world’s transition to digital media. Not afraid of technologyHaven’t spent years getting used to anything else.
  • SHRM Article on “Social Media Neglect” - Top 5 mistakes:No social media planNo policies on social mediaFailure to tailor plan to audienceWeak contentEfforts stagnateKnow who your customers are – your employees, your culture, your business. What are they currently using?NOT a hobby, NOT doing it for fun
  • Build a roadmap, identifying specific objectives and outcomesBuild a game plan, tactics and technologies that support SM objectivesDefine Goals & Objectives – objectives are goals + “how to”Learn the terminology to this stuffOptimize your website, and bring everything back to your siteExpand upon your website with social media toolsBe open, approachable, engaging, and transparent; maintain a presenceYou must invest time to get people involvedRefine based on metrics – how did we do, is it working?
  • SMART GoalsQuantitative benefits – those that can be measuredUse metrics to support these benefits/goalsHire great peopleHire great people quicklyHire great people quickly while spending less
  • Albert Einstein - “Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted.” Numbers aren’t the whole picture, they should inform a decision, but not drive them.Qualitative measurements – 83% people look to a friend’s opinion when buying somethingHas traffic gone up because of our engagement? More trusted?Influence (not popularity) is the important factor. Bigger reach and greater audience.What was the candidates overall experience like? Have we built a better relationship with our employees during the hire process?Have we helped other areas of our organization? Marketing, etc?
  • TECHMOLOGYLOL and OMG added to Oxford English Dictionary – March 2011Microblog – blogging in 140 words or less. Text message, TwitterWiki – Many people collaborating on content. Wikipedia – 13 million articlesRSS – Standardized content distributionFeed – news aggregatorSEO – Search Engine Optimization – process of improving the volume or quality of traffic to our websiteAlerts (ego searching) – specify words that you want search engine to check periodically and send you the resultsMashup – smart mixes to combine several web tools to create new web servicesSock Puppet – masquerade as someone your not: Praising a company as a customer, while actually working there
  • How many people think their company is a great place to work? How do candidates find out?Present a message on how your people and customers are valuedJob Post Optimization – Get inbound recruiting (people seek you out like when they Google searches) Review your title (position and hook), focus on buzz words, convey the position, Use Tags & Keywords“How It’s Made”, “Modern Marvels”, “Undercover Boss” – inside look at companies. Personalize & Humanize our organizationBy 2013, mobile will take over PC/Laptop use. 75% Americans will be mobile workforce
  • NASA circa 1997
  • Multimedia experience“Connect” to NASA via social mediaRSS news feeds
  • Get blogging and podcastingBuild communities on social media sitesDevelop relationships with customers, vendors, employees, and potential recruitsOptimize your listing (via your site, job boards, social networks, ad banners, job search engines, etc) to allow best candidates to find an apply
  • Not the be-all, end-all set of toolsThere is no right way to use this stuff, what works for one may not work for another.These tools might be new to your organization, but could improve organization as a wholeStrategic – HR’s impact on the entire business
  • Standardized “techie” format – metadata using XMLUpdates are automated, so when you update your site, the RSS updates thousands of areas on the webKeep recruiting information up-to-date on thousands of websitesFor users – easily stay informed by retrieving latest content from sites you are interested in.Feed Reader (Aggregator) - Google Reader, Yahoo News, etc.
  • Manage all web feeds, news sites, blogs in one place
  • Great place for professionals to start
  • 120M users - Largest professional network - the Internet’s structured resume databasePublic profiles with online resumes – career history, education, associations, certifications, industry geography, passions, skills80% college or grad school educated, Avg age 40+Massive pool of passive candidatesReference checking
  • 93% of over 600 recruiters polled in a LinkedIn Survey said that they have used LinkedIn to successfully hireJobs are forwarded 11 times on averageApplicants can save jobs, follow companies, and forward jobs to others
  • Your company site and your careersFollowers, statistics on the company/employees, direct integration with corporate website
  • Answer questions and become the expert (raise your profile on site)Collaboration, communication, engagement
  • Facebook?
  • Lets people keep up with friends, upload photos, share videos and links, and learn more about their group of friendsOver 700 million users60 million status updates daily, 50% log on dailyUse fan pages, group and event creation to attract followers and build a communityCreate applications – generate content that a user finds relevant, interesting, and fun! Facebook Connect allows users to share content from your sitePPC (Pay Per Click)Use of internet searches for employment is lawful in US Court (David Mullins v. Dept of Commerce 2007)If people share their information about themselves on the public web, then it’s there for public consumptionNot lawful when information concerning race, age, gender, sexual orientation, or religion is used for employment decisions.
  • Fan Page – long term relationships with employee’s, colleagues, job searchersAd buy campaigns
  • Integrate your website with FB – Facebook ConnectSocial plugins – embeddable social features, Like Button, Activity Feed, Recommendation feedAuthentication – user’s sign into your site via Facebook loginPersonalization – once they log in, you can customize their experienceAnalytics – data on the folks visiting your site
  • Leverage FB friends to get an inside track on a jobJob Seekers utilize FB profile to receive customized job recommendationsBased on previous job titles, location, interests, friends companies.
  • Gets a bad rap, Loads of spam27M tweets per dayBut, when coupled with other sites, could be a good recruiting toolIf your sector of people you’re looking to hire aren’t Twitter users, then don’t recruit via Twitter
  • Microblog, 140 chars or lessTwitter is not a job board. It’s a social network. Twitter is a Search Engine – search.twitter.com65 out of 100 fortune 100 companies tweet, more than Facebook (54%) or blogging (33%)90% of Twitter users follow brandsUse terms, hashtags (#jobs, #recruiting, #hiring)wefollow, twellow, tweetdeck, etc to FIND PEOPLEUnderstand your customers, Mine your competition’s data
  • Two ways to use Twitter:Without Posting- for people by location,industry, hashtag, date range, ego
  • Two ways to use Twitter:1. Without posting- Tweet Beep – Works like Google AlertsTwitJobSearch, TweetJobs, Twitterjobcast – aggregation of all jobs in twitterverse
  • Two ways to use Twitter2. With postingTwitterfeed – post RSS directly to twitterTwitHire – post TweetMyJobs – enterprise solutionsThe channels can and should interact with one another
  • File Sharing, Blogs, Wikis, Microblogging, ForumsTown Halls, BasecampYammerGoogle DocsSharepoint
  • and it’s counterparts allow you to shorten web links
  • This is a long-term strategy. You will not solve short-term probs with it.There are still very few case studies to show how social media in business is a success.There are a lot of great free and paid for software applications that can help youInvolving others in your organization can keep your company active
  • Metrics – Show valueGoogle Analytics – enterprise-class web analytics, free web traffic – URL shortener with advanced metrics/trackingSocial Mention – real-time search and analysisHootSuite – social media dashboard, track results, manage teams, scheduling
  • Starbucks – 16,000+ stores, 200,000 partners, Their philosophy: “2-way real-time interactive conversations to create connections and relationships and begin building a sustainable talent advantage.”Moving away from promoting career center firstLearn more about them, talk to them, then applyCareer Center, located on their homepage – research showed “why I work at Starbucks” videos get people to applyIntegrate Social media sites to landing pagesMobile apps & SMSMarch 2010 – database has grown to 75,000 prospectsFY10 – 27 Store Manager & Assistant Manager Hires
  • Ford Motor Company - Started it as a hobby, in July 2009 built a strategyGot support from senior leadership, who identified SM as a strategic priorityScott Monty – Head of Social Media - 100 top marketers 2009, top 20 social media all-stars, coined the term “tweetup”25% of all marketing is social – replaces their blogHumanizes the company – “Your story is Ford’s story”Follows trends (has a futurist)Ford Fiesta Movement – through social media only, they made 60% of the public aware of a car that hadn’t even debuted in the US, without spending a dime on traditional media (Source: fan page, YouTube videos & Flickr fan photos, twitter (what people are saying about Ford)Fact sheets, documents on Scribd, Website bookmarks on delicious
  • Transcript

    • 1. Social Media in HR
      Harold Ford
      Dresser & Associates, Inc.
    • 2. Objectives
      ^ Intro to Social Media
      How to Leverage the Social Universe
      Building a Social Media Strategy
      Web 2.0 Tools to Use
      World Class Examples
    • 3. Who is this guy?
      Self-Professed Geek
      Early Adopter
      HR Strategist
      HR/Payroll Systems Expert
      Trusted Advisor
      Social Media Advocate
    • 4.
    • 5. What do you think of when you hear the term ‘Social Media’?
    • 6.
    • 7.
    • 8. Social Media Issues Fears
      Information Overload
      Security Risk
      Productivity Killer
      Negative Branding
      Legal Risks
    • 9. Social Media Myths
      It’s just a fad
      It’s for kids
      It will hurt our brand
      We can BAN its use
    • 10. Social Media Policy
      Five Core Values
      Transparency in every social media engagement
      Protection of our consumer’s privacy
      Respect of rights in social media space
      Responsibility in our use of technology
      Utilization of best practices
    • 11. Social Media Policy
      Personal Behavior Expectations
      Adhere to the Code of Business Conduct
      You are responsible for your actions
      Be a “scout” for compliments and criticism
      Let experts respond to negative posts
      Be conscious when mixing your business and personal lives
    • 12.
    • 13. Social Media Business Uses
      Human Resources
    • Evolution of Recruiting
      Web 1.0
      Post to job board
      (Push information out)
      Large, unknown audience
      Unfiltered applications
      Superficial contact
      Web 2.0
      Many-to-Many dialogue
      Rich media experience
      Targeted, niche audience
      Viral distribution
      Qualitative contact
    • 26. Reasons to Recruit Socially
      Fish Where the Fish Are
      Candidates aren’t Candidates
      Candidates are Smarter
      Relationship Building
      Corporate Transparency
    • 27.
    • 28.
    • 29. YOUR Social Media Strategy
      Define your Goals & Objectives
      Learn the Lingo
      Optimize Your Foundation
      Build & Brand
      Take Small Steps But Be Active
      Experiment, Measure, & Analyze
    • 30. 1. Define Goals & Objectives
      Identify 3-5 Potential Benefits
      Decreased Cost per Hire
      Better Quality of Candidates
      Decreased Time to Fill
      Higher Job Offer Acceptance Rates
      Better Hires
      Longer Retention Rates
    • 31. 1. Define Goals & Objectives
      Identify 3-5 Potential Benefits
      Contact with Passive Job Seekers
      Increased Engagement
      Better Candidate Experience
      Increased Employer Visibility
      Increased Brand Loyalty/Awareness
      Search Engine Optimization
      Competitive Advantage
    • 32. 2. Learn the Lingo
    • 33. 3. Optimize Your Foundation
      “Sell” your company
      Vision & Mission
      Values & Culture
      Provide Content
      Blog, Video, Documents
      Be “Mobile Enabled”
    • 34. 3. Optimize Your Foundation
    • 35. 3. Optimize Your Foundation
    • 36. 4. Build & Brand
      Content Syndication (RSS)
      Mashup Advertising
      Social Network Pages
      Social Media Advertising
    • 37.
    • 38. Real Simple Syndication
      RSS Feeds
      Standardize your message
      Syndicate it to the web
      Automate the delivery
      Broadcast everywhere
    • 39. Real Simple Syndication
    • 40.
    • 41. LinkedIn
      120million Online Resumes
      Reference Checking
      LinkedIn Jobs/Recruiter
      Professional Groups
      Company Details
      Question & Answer
    • 42. LinkedIn
    • 43. LinkedIn
    • 44. LinkedIn
    • 45. Facebook
    • 46. Facebook
      750 Million Users
      High Daily Activity
      Detailed Profiles
      Business & Fan Pages
      Widgets & Applications
    • 47. Facebook
    • 48. Facebook
    • 49. Facebook
    • 50. Twitter
    • 51. Twitter
      Find People (200Million)
      Real-Time Engagement
      Post your #jobs
      Post/Link to Career Content
      Use Third Party Sites/Tools
    • 52. Twitter
    • 53. Twitter
    • 54. Twitter
    • 55. Internal/Enterprise Social Media
      Socialize Intranet
      Enhance Training
      Transfer Knowledge
      Engage Employees
      Foster Teamwork
    • 56. Other Great Tools
      URL Shortener
      Allow others to share your jobs, blogs, etc.
    • 57. 5. Small Steps but Be Active
      Small Steps
      Pilot Program
      Split Sample
      Be Active
      Quality over Quantity
      Engage your network
      Try new tools
    • 58. 6. Experiment, Measure, & Analyze
      Google Analytics
      Social Mention
      Facebook Insights
    • 59. World Class Examples
    • 60.
    • 61.
    • 62. IBM
      Proctor & Gamble
      Best Buy
      World Class Examples
    • 63. Thank You!