workshop on Social media for HR executives

How can HR build a Social Strategy
Because Business is Social
gautam@gautamblogs.com
Twitter: @gautamghosh
http://www.gautamblogs.com
Facebook: http://www.facebook.com/HR.Blogger

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.
HR Generalist and a Learning and Development Executive in firms like Deloitte, Dell, Hewlett Packard and Satyam
MBA from XLRI in 1999.
Manages a HR community of 1400 professionals at www.humanresourcespeople.com
Given talks on Social Media at Conferences and Organizations.
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.
Published an article on “Talent Acquisition using the internet” in the February 2006 issue of “Consultants News”.
His blog http://www.gautamblogs.com has won the following recognitions:
Ranked amongst the top 75 Business Blogs of 2009 by Businesspundit.com
In the top 50 HR Blogs to watch in 2009 by EvanCarmichael.com
Top 100 most useful blogs for Women Business People
In the top 25 in the list of Career 100 blogs compiled by RiseSmart,
One the top 25 HR Blogs compiled by HRWorld in 2007
Listed on the top HR, Career as well as Indian sites on Alltop.com
Ranked amongst the top 3 Indian Blogs in the publicly voted Indiblogges contest in 2004
Article in the HRD Newsletter on Virtual Communities, 2000.
The blog has also been featured in the book Business Blogs: A Practical Guide
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.
About Gautam

What is social media?

Understanding Social
Social networking
Blogging
Microblogging
Photo-sharing
Video-sharing
We can look at social technologies through many lenses.
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

Focus on People vs. Content
Most social platforms are including rich user profiles, to shift the focus towards people.
Instead, content-centric platforms should build deep integration with people-centric platforms.
Focus on People
Focus on Content

Forrester Social Technographics
Forrester Social Technographics report categorizes social media behavior into seven groups.
In the US, joiners are the biggest group after spectators.
Source: Forrester Social Technographics Report, 2009

Social Media in India
Source: Monthly unique users in millions from http://vizisense.com ; Forrester Social Technographics Report
In India, joiners are the biggest group after spectators, but the other groups are small.
Conversationalists + Spectators
Joiners + Creators + Critics + Collectors + Conversationalists
Critics + Spectators
Collectors + Spectators
Creators + Spectators

How are social technologies changing people?
2

Cognitive Surplus
Author Clay Shirky in his book “Here Comes everybody” talks about Cognitive Surplus
Making consumers move to Creator/Critics

Real and Persistent Identities
As more websites support log-ins using Facebook, Twitter or Google IDs, our online identities are becoming more real and persistent.
More than 60 million Facebook users engage with Facebook Connect on 80,000 external websites every month.
Source: http://developers.facebook.com/connect.php

The Online-Offline Continuum
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.
Source: http://twitvite.com

Social Proof: Friends of Friends
As more of our lives move online, we are searching for social proof before making new friends, and seeking out friends of friends.
Source: http://thread.com

From Consumers to Creators
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.
Source: http://therengen.com

The Business Case
Or how you can use social

How companies are benefiting from Web 2.0: McKinsey Global Survey Results

Internal Collaboration& Learning

The Bottom-Line Impact of Social Software
59%
56%
32%
30%
Workforceproductivity
Transferknowledge between and among workers
Capture knowledge of existing workers
Employee engagement
August 2008, “Workforce Collaboration and Web 2.0

How can HR use Social Media?
Some thoughts and example

Use Cases

Use Cases for Talent Communities
External
Internal
Many to Many
Discussion Forum
Networking Forum
Social Networks
Activity Streams
Many to Few
Ideation Forum
Ideation Forum
Few to Many
Recruiters’ Blogs
Leadership Blogs
Leadership Blogs
Employee Communication
Team wikis
Collaborative communication platforms
Mentoring of people given offers to join
Induction
Few to Few

The Social Employee Cycle
Interested
Job Seeker
Employee
Alumni
Accessing employer branding on social platforms
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

The Big Question
How do we engage the different talent pools with the organization?
Different people have different needs – incentivise them to engage with you and each other – and start a conversation

Talent Communities Are Social
It needs time and social engagement from the organization to build
Find your most passionate and communicative employees and mentor them to become Talent Community Managers.

Engaging External Talent community
1.Expert blogs
4. UGC campaign module
Your Organization
2. News Aggregation platform
5. Integration with social platforms
3. Advocacy Program
6. Discussion forums and groups

Employment Branding: EMC
External employment branding- encourages bloggers to act as organic brand ambassadors
EMC Careers - YouTube - Twitter- Facebook- Wordpress- LinkedIn
Help Save Nick Glasgow – a social media campaign to save an employee suffering from cancer
http://www.slideshare.net/pollypearson/social-media-strategy-and-execution-for-branding-engagement-and-recruiting

Showcase work culture- Employee blogs
HR and recruitment focused community platform
Source: http://www.microspotting.com/

Connect recruiters with potential employees
Social recruitment platform for potential employees.
Recruiters help with job-hunting, resume writing, interview preparation, etc
Share upcoming job fairs, events, vacancies
Source: http://microsoftjobsblog.com/

Onboarding Candidates
Source: http://campusconnect.infosys.com/forum/
Idea: Discussion forum on relevant topics
Reference: Infosys campus connect forum

Listen and Respond to Conversations
Across different forums, social networks, platforms on the social web
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.

Use tools like Buzzstream, Techrigy or Radian6 to conduct these searches.
Build a process that would empower users to respond and participate in the conversation
Social CRM Results

Engaging Internal Talent Networks
Some Examples

The components of Engagement
Areas where Organizations usually focus employee engagement initiatives

Enterprise Collaboration - Benefits
Improve visibility on projects and initiatives
Improve employee productivity
Improve internal communication effectiveness
Promote corporate culture and community building
Ensure compliance to internal processes
Effectively leverage corporate knowledge & expertise
Eliminate inefficient communication tools and habits

Employee Networking
Status updates to keep people informed, and other’s status to be informed
Widgets to follow information useful to user
Productivity tools like to do lists, calender can be included

Example: EMC
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
http://www.slideshare.net/directi/directi-campus-recruitment-bizdev-presentation

Connecting the workforce – breaking silos: Davies
REQUIREMENT
collecting, refining and sharing company-wide best practices and subject matter expertise
Speeding up training and knowledge transfer
Creating a connected and collaborative workforce
SOLUTION
-Internal messaging system
-Wikis + Blogs
- Customizable dashboards

Breaking information silos at Angel.com
-Efficient way to collect valuable insights from multiple contributors
-Create a corporate memory of information/ insights, to surround deliverables with context
-Allow team members in all departments to engage in a collaborative way.
-Discover valuable work of others via notifications, update feeds, tagging and search, and then re-use that work
SOLUTION
-Wikis + Weblogs +Internal messaging tool + RSS feeds, tagging features

Internal Jobs @ StarBucks
Tool for employees that allows them the option of charting their own career graph
Interactive internal recruitment tool
Career assistance through polls, blogs, forums and wikis
Career development resources
http://www.cfactorworks.com/portal.jsp?y3uQUnbK9L2RmSZs02CjV2k5C44jXZvaAVry6ADWtAE=

Employee Ideas @ Dell
Dell’s Employee Storm
Use new listening platforms, identify in-house and external experts, and know and influence key people

Employee Collaboration Tools
Examples

Socialtext @ FONA
http://www.socialtext.com/customers/casestudy_fona.php
Reducing emails by 50,000
Collaboration
Knowledge Sharing
Tracking certification and training needs of employees
Customer Service with Self-Serve Extranet

Confluence @ Thoughtworks
http://confluence.public.thoughtworks.org/dashboard.action
Wiki and People Directory for teams to collaborate and communicate

Yammer @ Qualcomm
Employees learn with each other using microblogging tool Yammer
Ease of accessing Yammer through various interfaces

Jive @ NetApp
http://communities.netapp.com/index.jspa
connect employees, customers and partners in order to enable technical conversations
connect global user groups.
exceeded NetApp's registration expectations by 300%.

Central Desktop @ Equipois
enabling extensive, daily team collaboration
Collaboration time cut in half
25% faster finding documents
Projects completed on-time - 25% more accurately

Your Employment Brand is not shaped by you
But how people say who you are

Your employees and Alumni are rating you
http://www.criticat.com
People sharing information about your organization’s practices, culture, and it can be represented online.
Websites like criticat.com and talentequity.com make it easy to people to analyse such feedback

Finding & Attracting good talent – How?
“Great Talent Knows Other Great Talent”
Identify, create and participate in conversations in relevant online communities
Showcase organizational culture on own community and on social outposts
Advocacy program to build pipeline
Talent identification campaigns

Be present where talent can find you
Listen in on communities relevant to your business
Identify active contributors to the community
Encourage your employees to participate in such forums
Project your company as a thought leader
http://drupalmodules.com/
http://knowledgemanagement.ittoolbox.com/

Idea: Social aggregation on Corporate site
Online platform that aggregates conversations mentioning :
Company
brand/product
Clients/customers
http://beta.cpbgroup.com/#cpb

Social aggregation on Corporate site
Aggregated industry news on Supply Chain management powered by Kinaxis
http://www.kinaxis.com/manufacturing-central/

Social aggregation on Corporate site
Twitter on Zappos: Online platform that aggregates all twitter mentions of :
Zappos
Related brands/products
Clients/customers
http://twitter.zappos.com/

Showcase work culture- Employee blogs
HR and recruitment focused community platform
Empower employees to share their work to showcase how exciting it is to work
http://www.microspotting.com/

Employment Branding: EMC
External employment branding- encourages bloggers to act as organic brand ambassadors
EMC Careers - YouTube - Twitter- Facebook- Wordpress- LinkedIn
Help Save Nick Glasgow – a social media campaign to save an employee suffering from cancer

Talent Identification Contest
http://www.youngfreealberta.com/
Idea: Launch a series of user generated contest resulting in exciting jobs
Reference: Severus Credit Union launched the contest and made the winners their spokesperson

Engaging with active prospects
Connect active prospects with recruiters
Connect active prospects with current employees
Social background check and evaluation

Using a Facebook Page
Targets fresh graduates
Needs effort for engagement

Connecting with current employees
Put up the Linkedin API on your website
An active prospect can now see if he/she is directly or indirectly connected with any of your current employees and initiate an engagement

Social background check & evaluation
Use social tools for a thorough background check on potential recruits- Personal blogs-LinkedIn recommendations-Group memberships on LinkedIn-Tweeting pattern

Alumni engagement
Some Examples

Alumni networks
Sustain formal relationships with alumni
Help alumni stay connected with each other and your company
Boast about your alumni network

Alumni networks
Provide easy communication channels for your alumni to refer potential recruits to your company
http://www.southwesterncompanyalumni.com/southwestern-company-alumni-home.aspx

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workshop on Social media for HR executives

by Gautam Ghosh on Dec 22, 2010

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