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How can HR build a Social Strategy <br />Because Business is Social<br />gautam@gautamblogs.com<br />Twitter: @gautamghosh...
Last role: Consultant with Social Business firm 2020 Social where he led the Talent practice, looking at how organizations...
What is social media?<br />
Understanding Social<br /><ul><li>Social networking
Blogging
Microblogging
Photo-sharing
Video-sharing</li></ul>We can look at social technologies through many lenses.<br /><ul><li>Product design
Sales and marketing
Customer support
Public relations
Partner relations
Employee relations
Content
Conversations
Collaboration
Community
Collective intelligence
Business-to-business
Business-to-consumer
Government
Non-profit</li></li></ul><li>Focus on People vs. Content<br />Most social platforms are including rich user profiles, to s...
Forrester Social Technographics<br />Forrester Social Technographics report categorizes social media behavior into seven g...
Social Media in India<br />Source: Monthly unique users in millions from http://vizisense.com ; Forrester Social Technogra...
How are social technologies changing people?<br />2<br />
Cognitive Surplus<br />Author Clay Shirky in his book “Here Comes everybody” talks about Cognitive Surplus<br />Making con...
Real and Persistent Identities<br />As more websites support log-ins using Facebook, Twitter or Google  IDs, our online id...
The Online-Offline Continuum<br />As we stay with offline contacts on online social networks and meet our online ‘friends’...
Social Proof: Friends of Friends<br />As more of our lives move online, we are searching for social proof before making ne...
From Consumers to Creators<br />As we create and share more photos, videos and blog posts on social platforms, we are begi...
The Business Case<br />Or how you can use social<br />
How companies are benefiting from Web 2.0: McKinsey Global Survey Results<br />
Internal Collaboration& Learning<br />
The Bottom-Line Impact of Social Software<br />59%<br />56%<br />32%<br />30%<br />Workforceproductivity<br />Transferknow...
How can HR use Social Media?<br />Some thoughts and example<br />
Use Cases<br />
Use Cases for Talent Communities<br />External <br />Internal<br />Many to Many<br /><ul><li>Discussion Forum
Networking Forum
Social Networks
Activity Streams</li></ul>Many to Few<br /><ul><li>Ideation Forum
Ideation Forum </li></ul>Few to Many<br /><ul><li>Recruiters’ Blogs
Leadership Blogs
Leadership Blogs
Employee Communication
Team wikis
Collaborative communication platforms
Mentoring of people given offers to join
Induction </li></ul>Few to Few<br />
The Social Employee Cycle<br />Interested <br />Job Seeker<br />Employee<br />Alumni<br /><ul><li>Accessing employer brand...
Consuming content
Contributing ideas to organization
Following activity streams of team members
Consuming content
Collaborating using wikis, shared workspaces
Microblogging
Private social networks
Discussion Forum
Interacting with recruiters over blogs
Leaving comments
Reading job postings on site, social outposts
Applying via job postings </li></li></ul><li>The Big Question<br />How do we engage the different talent pools with the or...
Talent Communities Are Social <br />It needs time and social engagement from the organization to build <br />Find your mos...
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workshop on Social media for HR executives

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Interactive workshop on how HR can use social technologies internally within an organization as well as externally

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  1. 1. How can HR build a Social Strategy <br />Because Business is Social<br />gautam@gautamblogs.com<br />Twitter: @gautamghosh<br />http://www.gautamblogs.com<br />Facebook: http://www.facebook.com/HR.Blogger<br />
  2. 2. Last role: Consultant with Social Business firm 2020 Social where he led the Talent practice, looking at how organizations can build talent pipelines and internal employee engagement and development using such tools.<br />HR Generalist and a Learning and Development Executive in firms like Deloitte, Dell, Hewlett Packard and Satyam<br />MBA from XLRI in 1999. <br />Manages a HR community of 1400 professionals at www.humanresourcespeople.com<br />Given talks on Social Media at Conferences and Organizations. <br />One of the top 25 HR Digital Influencers of 2010, No. 2 in the list of top 25 Influencers in Talent Management by HRExaminer.com, Top 25 influencers in Enterprise Social Media and has been featured as one of the 100 Influencers in HR. <br />Published an article on “Talent Acquisition using the internet” in the February 2006 issue of “Consultants News”.<br />His blog http://www.gautamblogs.com has won the following recognitions:<br />Ranked amongst the top 75 Business Blogs of 2009 by Businesspundit.com <br />In the top 50 HR Blogs to watch in 2009 by EvanCarmichael.com<br />Top 100 most useful blogs for Women Business People <br />In the top 25 in the list of Career 100 blogs compiled by RiseSmart,<br />One the top 25 HR Blogs compiled by HRWorld in 2007<br />Listed on the top HR, Career as well as Indian sites on Alltop.com<br />Ranked amongst the top 3 Indian Blogs in the publicly voted Indiblogges contest in 2004<br />Article in the HRD Newsletter on Virtual Communities, 2000.<br />The blog has also been featured in the book Business Blogs: A Practical Guide<br />Won the 3rd prize in the Young HR Managers Conference for a paper written on 'The HR and IT partnership at Satyam‘ at NHRD 1999.<br />About Gautam<br />
  3. 3. What is social media?<br />
  4. 4. Understanding Social<br /><ul><li>Social networking
  5. 5. Blogging
  6. 6. Microblogging
  7. 7. Photo-sharing
  8. 8. Video-sharing</li></ul>We can look at social technologies through many lenses.<br /><ul><li>Product design
  9. 9. Sales and marketing
  10. 10. Customer support
  11. 11. Public relations
  12. 12. Partner relations
  13. 13. Employee relations
  14. 14. Content
  15. 15. Conversations
  16. 16. Collaboration
  17. 17. Community
  18. 18. Collective intelligence
  19. 19. Business-to-business
  20. 20. Business-to-consumer
  21. 21. Government
  22. 22. Non-profit</li></li></ul><li>Focus on People vs. Content<br />Most social platforms are including rich user profiles, to shift the focus towards people.<br />Instead, content-centric platforms should build deep integration with people-centric platforms.<br />Focus on People<br />Focus on Content<br />
  23. 23. Forrester Social Technographics<br />Forrester Social Technographics report categorizes social media behavior into seven groups.<br />In the US, joiners are the biggest group after spectators.<br />Source: Forrester Social Technographics Report, 2009<br />
  24. 24. Social Media in India<br />Source: Monthly unique users in millions from http://vizisense.com ; Forrester Social Technographics Report<br />In India, joiners are the biggest group after spectators, but the other groups are small.<br />Conversationalists + Spectators<br />Joiners + Creators + Critics + Collectors + Conversationalists<br />Critics + Spectators<br />Collectors + Spectators<br />Creators + Spectators<br />
  25. 25. How are social technologies changing people?<br />2<br />
  26. 26. Cognitive Surplus<br />Author Clay Shirky in his book “Here Comes everybody” talks about Cognitive Surplus<br />Making consumers move to Creator/Critics<br />
  27. 27. Real and Persistent Identities<br />As more websites support log-ins using Facebook, Twitter or Google IDs, our online identities are becoming more real and persistent.<br />More than 60 million Facebook users engage with Facebook Connect on 80,000 external websites every month.<br />Source: http://developers.facebook.com/connect.php<br />
  28. 28. The Online-Offline Continuum<br />As we stay with offline contacts on online social networks and meet our online ‘friends’ at offline meetups, our online and offline relationships are merging.<br />Source: http://twitvite.com<br />
  29. 29. Social Proof: Friends of Friends<br />As more of our lives move online, we are searching for social proof before making new friends, and seeking out friends of friends.<br />Source: http://thread.com<br />
  30. 30. From Consumers to Creators<br />As we create and share more photos, videos and blog posts on social platforms, we are beginning to think of ourselves as authors, photographers and filmmakers, all rolled into one. <br />Source: http://therengen.com<br />
  31. 31. The Business Case<br />Or how you can use social<br />
  32. 32. How companies are benefiting from Web 2.0: McKinsey Global Survey Results<br />
  33. 33. Internal Collaboration& Learning<br />
  34. 34. The Bottom-Line Impact of Social Software<br />59%<br />56%<br />32%<br />30%<br />Workforceproductivity<br />Transferknowledge between and among workers<br />Capture knowledge of existing workers<br />Employee engagement<br />August 2008, “Workforce Collaboration and Web 2.0<br />
  35. 35. How can HR use Social Media?<br />Some thoughts and example<br />
  36. 36. Use Cases<br />
  37. 37. Use Cases for Talent Communities<br />External <br />Internal<br />Many to Many<br /><ul><li>Discussion Forum
  38. 38. Networking Forum
  39. 39. Social Networks
  40. 40. Activity Streams</li></ul>Many to Few<br /><ul><li>Ideation Forum
  41. 41. Ideation Forum </li></ul>Few to Many<br /><ul><li>Recruiters’ Blogs
  42. 42. Leadership Blogs
  43. 43. Leadership Blogs
  44. 44. Employee Communication
  45. 45. Team wikis
  46. 46. Collaborative communication platforms
  47. 47. Mentoring of people given offers to join
  48. 48. Induction </li></ul>Few to Few<br />
  49. 49. The Social Employee Cycle<br />Interested <br />Job Seeker<br />Employee<br />Alumni<br /><ul><li>Accessing employer branding on social platforms
  50. 50. Consuming content
  51. 51. Contributing ideas to organization
  52. 52. Following activity streams of team members
  53. 53. Consuming content
  54. 54. Collaborating using wikis, shared workspaces
  55. 55. Microblogging
  56. 56. Private social networks
  57. 57. Discussion Forum
  58. 58. Interacting with recruiters over blogs
  59. 59. Leaving comments
  60. 60. Reading job postings on site, social outposts
  61. 61. Applying via job postings </li></li></ul><li>The Big Question<br />How do we engage the different talent pools with the organization?<br />Different people have different needs – incentivise them to engage with you and each other – and start a conversation<br />
  62. 62. Talent Communities Are Social <br />It needs time and social engagement from the organization to build <br />Find your most passionate and communicative employees and mentor them to become Talent Community Managers.<br />
  63. 63. Engaging External Talent community<br />1.Expert blogs<br />4. UGC campaign module<br />Your Organization<br />2. News Aggregation platform<br />5. Integration with social platforms <br />3. Advocacy Program<br />6. Discussion forums and groups<br />
  64. 64. Employment Branding: EMC<br />External employment branding- encourages bloggers to act as organic brand ambassadors<br />EMC Careers - YouTube - Twitter- Facebook- Wordpress- LinkedIn<br />Help Save Nick Glasgow – a social media campaign to save an employee suffering from cancer<br />http://www.slideshare.net/pollypearson/social-media-strategy-and-execution-for-branding-engagement-and-recruiting<br />
  65. 65. Showcase work culture- Employee blogs<br />HR and recruitment focused community platform<br />Source: http://www.microspotting.com/<br />
  66. 66. Connect recruiters with potential employees <br />Social recruitment platform for potential employees.<br />Recruiters help with job-hunting, resume writing, interview preparation, etc<br />Share upcoming job fairs, events, vacancies<br />Source: http://microsoftjobsblog.com/<br />
  67. 67. Onboarding Candidates<br />Source: http://campusconnect.infosys.com/forum/<br />Idea: Discussion forum on relevant topics<br />Reference: Infosys campus connect forum<br />
  68. 68. Listen and Respond to Conversations<br />Across different forums, social networks, platforms on the social web<br />Use listening tools to figure out what current and prospective employees are saying about your culture, nature and type of work, and other competitors for your talent.<br />
  69. 69. Use tools like Buzzstream, Techrigy or Radian6 to conduct these searches.<br />Build a process that would empower users to respond and participate in the conversation<br />Social CRM Results<br />
  70. 70. Engaging Internal Talent Networks<br />Some Examples<br />
  71. 71. The components of Engagement<br />Areas where Organizations usually focus employee engagement initiatives <br />
  72. 72. Enterprise Collaboration - Benefits<br /><ul><li>Improve visibility on projects and initiatives
  73. 73. Improve employee productivity
  74. 74. Improve internal communication effectiveness
  75. 75. Promote corporate culture and community building
  76. 76. Ensure compliance to internal processes
  77. 77. Effectively leverage corporate knowledge & expertise
  78. 78. Eliminate inefficient communication tools and habits</li></li></ul><li>Employee Networking<br />Status updates to keep people informed, and other’s status to be informed<br />Widgets to follow information useful to user<br />Productivity tools like to do lists, calender can be included<br />
  79. 79. Example: EMC<br />Internal social network- Innovation showcase – Teams develop creative posters and showcase their work-Radio show where employees participate in free wheeling discussions-Photo contest on ‘A day in your life at EMC’- New recruits – volunteer mentorship program-Empowering employees – submit an Idea section <br />http://www.slideshare.net/directi/directi-campus-recruitment-bizdev-presentation<br />
  80. 80. Connecting the workforce – breaking silos: Davies<br />REQUIREMENT<br /><ul><li>collecting, refining and sharing company-wide best practices and subject matter expertise
  81. 81. Speeding up training and knowledge transfer
  82. 82. Creating a connected and collaborative workforce</li></ul>SOLUTION<br />-Internal messaging system<br />-Wikis + Blogs<br />- Customizable dashboards<br />
  83. 83. Breaking information silos at Angel.com<br />-Efficient way to collect valuable insights from multiple contributors<br />-Create a corporate memory of information/ insights, to surround deliverables with context<br />-Allow team members in all departments to engage in a collaborative way. <br />-Discover valuable work of others via notifications, update feeds, tagging and search, and then re-use that work<br />SOLUTION<br />-Wikis + Weblogs +Internal messaging tool + RSS feeds, tagging features<br />
  84. 84. Internal Jobs @ StarBucks<br />Tool for employees that allows them the option of charting their own career graph<br />Interactive internal recruitment tool<br />Career assistance through polls, blogs, forums and wikis<br />Career development resources<br />http://www.cfactorworks.com/portal.jsp?y3uQUnbK9L2RmSZs02CjV2k5C44jXZvaAVry6ADWtAE=<br />
  85. 85. Employee Ideas @ Dell<br />Dell’s Employee Storm<br />Use new listening platforms, identify in-house and external experts, and know and influence key people<br />
  86. 86. Employee Collaboration Tools<br />Examples<br />
  87. 87. Socialtext @ FONA<br />http://www.socialtext.com/customers/casestudy_fona.php<br />Reducing emails by 50,000<br />Collaboration<br />Knowledge Sharing<br />Tracking certification and training needs of employees<br />Customer Service with Self-Serve Extranet<br />
  88. 88. Confluence @ Thoughtworks<br />http://confluence.public.thoughtworks.org/dashboard.action<br />Wiki and People Directory for teams to collaborate and communicate<br />
  89. 89. Yammer @ Qualcomm<br />Employees learn with each other using microblogging tool Yammer<br />Ease of accessing Yammer through various interfaces<br />
  90. 90. Jive @ NetApp<br />http://communities.netapp.com/index.jspa<br />connect employees, customers and partners in order to enable technical conversations<br />connect global user groups. <br />exceeded NetApp's registration expectations by 300%.<br />
  91. 91. Central Desktop @ Equipois<br />enabling extensive, daily team collaboration<br />Collaboration time cut in half<br />25% faster finding documents<br />Projects completed on-time - 25% more accurately<br />
  92. 92. Your Employment Brand is not shaped by you<br />But how people say who you are<br />
  93. 93. Your employees and Alumni are rating you<br />http://www.criticat.com<br />People sharing information about your organization’s practices, culture, and it can be represented online.<br />Websites like criticat.com and talentequity.com make it easy to people to analyse such feedback<br />
  94. 94. Finding & Attracting good talent – How?<br /> “Great Talent Knows Other Great Talent” <br /><ul><li>Identify, create and participate in conversations in relevant online communities
  95. 95. Showcase organizational culture on own community and on social outposts
  96. 96. Advocacy program to build pipeline
  97. 97. Talent identification campaigns</li></li></ul><li>Be present where talent can find you<br />Listen in on communities relevant to your business<br />Identify active contributors to the community<br />Encourage your employees to participate in such forums<br />Project your company as a thought leader<br />http://drupalmodules.com/<br />http://knowledgemanagement.ittoolbox.com/<br />
  98. 98. Idea: Social aggregation on Corporate site<br />Online platform that aggregates conversations mentioning :<br />Company<br />brand/product <br />Clients/customers<br />http://beta.cpbgroup.com/#cpb<br />
  99. 99. Social aggregation on Corporate site<br />Aggregated industry news on Supply Chain management powered by Kinaxis<br />http://www.kinaxis.com/manufacturing-central/<br />
  100. 100. Social aggregation on Corporate site<br />Twitter on Zappos: Online platform that aggregates all twitter mentions of :<br />Zappos<br />Related brands/products <br />Clients/customers<br />http://twitter.zappos.com/<br />
  101. 101. Showcase work culture- Employee blogs<br />HR and recruitment focused community platform<br />Empower employees to share their work to showcase how exciting it is to work<br />http://www.microspotting.com/<br />
  102. 102. Employment Branding: EMC<br />External employment branding- encourages bloggers to act as organic brand ambassadors<br />EMC Careers - YouTube - Twitter- Facebook- Wordpress- LinkedIn<br />Help Save Nick Glasgow – a social media campaign to save an employee suffering from cancer<br />
  103. 103. Talent Identification Contest<br />http://www.youngfreealberta.com/<br />Idea: Launch a series of user generated contest resulting in exciting jobs<br />Reference: Severus Credit Union launched the contest and made the winners their spokesperson<br />
  104. 104. Engaging with active prospects<br /><ul><li>Connect active prospects with recruiters
  105. 105. Connect active prospects with current employees
  106. 106. Social background check and evaluation</li></li></ul><li>Using a Facebook Page<br />Targets fresh graduates<br />Needs effort for engagement<br />
  107. 107. Connecting with current employees <br />Put up the Linkedin API on your website<br />An active prospect can now see if he/she is directly or indirectly connected with any of your current employees and initiate an engagement<br />
  108. 108. Social background check & evaluation<br />Use social tools for a thorough background check on potential recruits- Personal blogs-LinkedIn recommendations-Group memberships on LinkedIn-Tweeting pattern<br />
  109. 109. Alumni engagement<br />Some Examples<br />
  110. 110. Alumni networks<br />Sustain formal relationships with alumni<br />Help alumni stay connected with each other and your company<br />Boast about your alumni network<br />
  111. 111. Alumni networks<br />Provide easy communication channels for your alumni to refer potential recruits to your company<br />http://www.southwesterncompanyalumni.com/southwestern-company-alumni-home.aspx<br />
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