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SHRA presentation SHRA presentation Presentation Transcript

  • Social Media for HR Professionals Developed for: Sierra Human Resources Association Milena Regos Out&About Marketing Oct 15, 2012 An inside view on the outside world
  • Workshop Agenda:• Social Media Strategy• Social Media Policy• Recent Court Rulings• Internal Employee Communication• Who owns social media?• Using Social Media to Recruit & Engage• Corporate Social Responsibility• Q&A An inside view on the outside world
  • Do you have a social media strategy in place for your organization? 50% 50%37.5% 25% 25% 25%12.5% 0% Yes No We are working on it An inside view on the outside world Source: Out&About Marketing Survey, HR Professionals
  • Social Media StrategyHuman Resources MarketingShowcase your organization BrandShowcase your work Reputation MonitoringShowcase your employees ReachRecruit & Reward AudienceInternal communication ContentTraining EngagementCommunity Involvement PromotionsSocial Media Policy Lead generationLegal Measurements/ROI An inside view on the outside world
  • HR should have their own social media strategyImage courtesy of: GetEntrepreneurial.com An inside view on the outside world
  • Workshop Agenda:• Social Media Strategy• Social Media Policy• Recent Court Rulings• Internal Employee Communication• Who owns social media?• Using Social Media to Recruit & Engage• Corporate Social Responsibility• Q&A An inside view on the outside world
  • Do you have a social media policy for your employees? 50%37.5% 25%12.5% 0% Yes No We are working on it An inside view on the outside world Source: Out&About Marketing Survey, HR Professionals
  • An inside view on the outside world
  • 2 Good Reasons for asocial media policy:1. Crisis Management2. Brand Opportunity An inside view on the outside world
  • Key elements of a social media policy:• Explain what social media is• State what social networks the policy covers• Consider creating one or multiple policies• Create guidelines: Do’s and Dont’s• Speak to confidential and proprietary information• Who can act on behalf of the company on social networks• Disclaimers and identities• Copyright, trademark, privacy, financial disclosure and other laws• Use common sense, be responsible, respectful & humble• Know that the Internet is permanent• What to do if you make a mistake An inside view on the outside world
  • Mistakes do happen:
  • Mistakes do happen:
  • To create a Social Media Policy:• Involve employees active with social media.• Work with Marketing, IT, Legal.• Make sure it works with your corporate culture. Find the right balance.• Research existing policies. 217 policy examples: http://socialmediagovernance.com/policies.php An inside view on the outside world
  • Social Media Policy Example (Key points) - Intel• Stick to your area of expertise and provide unique, individual perspectives on whats going on at Intel and in the world.• Post meaningful, respectful comments—in other words, no spam and no remarks that are off-topic or offensive.• Always pause and think before posting. That said, reply to comments in a timely manner, when a response is appropriate.• Respect proprietary information and content, and confidentiality.• When disagreeing with others opinions, keep it appropriate and polite.• Know and follow the Intel Code of Conduct and the Intel Privacy Policy An inside view on the outside world
  • Social Media Policy (Dont’s examples) - Best Buy• The numbers: Non-public financial or operational information. This includes strategies, forecasts and most anything with a dollar-figure attached to it. If it’s not already public information, it’s not your job to make it so.• Promotions: Internal communication regarding drive times, promotional activities or inventory allocations. Including: advance ads, drive time playbooks, holiday strategies and Retail Insider editions.• Personal information: Never share personal information regarding other employees or customers. See the Customer Information Policies for more information.• Legal information: Anything to do with a legal issue, legal case, or attorneys.• Anything that belongs to someone else: Let them post their own stuff; you stick to posting your own creations. This includes illegal music sharing, copyrighted publications, and all logos or other images that are trademarked by Best Buy.• Confidential information: Do not publish, post, or release information that is considered confidential or top secret. An inside view on the outside world
  • Social Media Policy in 7 words: Zappos.comBe real and use your bestjudgment. An inside view on the outside world
  • Should employees be allowedto use social media at work? An inside view on the outside world
  • Almost half of young professionals and college students would choose unrestricted access to social media at work over a higher salarySource: Cisco’s 2011 Connected World Technology Report An inside view on the outside world
  • Workshop Agenda:• Social Media Strategy• Social Media Policy• Recent Court Rulings• Internal Employee Communication• Who owns social media?• Using Social Media to Recruit & Engage• Corporate Social Responsibility• Q&A An inside view on the outside world
  • Source: ThinkStock An inside view on the outside world
  • How Not to get Hired An inside view on the outside world
  • You are fired!• An employee complained on Facebook about their work conditions• A bartender complained on Facebook that their boss messed up their tax withholdings• Car salesman complained about the cheap food• 6 sheriffs deputies were fired for liking the political opponent of their boss• A “Chilli” server complained about her tip• Teacher’s aide was fired for refusing to hand over Facebook password An inside view on the outside world
  • Michigan’s House Bill 5523A bill to prohibit employers and educationalinstitutions from requiring certain individuals togrant access to, allow observation of, or discloseinformation that allows access to or observationof personal internet accounts; to prohibitemployers and educational institutions fromtaking certain actions for failure to allow accessto, observation of, or disclosure of informationthat allows access to personal internet accounts;and to provide sanctions and remedies. An inside view on the outside world
  • What constitutes rightful termination?• National Labor Relations Act may consider these these incidents protected concerted activity• First Amendment right?• Difference between a “like” and a comment? An inside view on the outside world
  • “Employer Use of Social Media” Law Californias new law, entitled "Employer Use of Social Media," broadly prohibits employers access to applicants andemployees personal social media content.Employers cannot request or require thatapplicants or employees: (a) disclose social media log-in credentials; (b) access personal social media in the employers presence, i.e., allow the employer to "shoulder surf;" or (c) "divulge any personal social media content." An inside view on the outside world
  • Workshop Agenda:• Social Media Strategy• Social Media Policy• Recent Court Rulings• Internal Employee Communication• Who owns social media?• Using Social Media to Recruit & Engage• Corporate Social Responsibility• Q&A An inside view on the outside world
  • Does your organization use an internal social network for communication? Yes 9% No 91%Source: Out&About Marketing Survey, HR Professionals An inside view on the outside world
  • • Email is not social • Various platform options from free to low cost or enterprise solutions • Internal social networks are good for communication • 36% of knowledge workers’ wasted time was spent trying to contact people, find information and schedule meetings — all functions admirably filled by internal social networks. AnSource: 2011 Report on UC and Cloud-Based Services for SMBs inside view on the outside world
  • An inside view on the outside world
  • An inside view on the outside world
  • An inside view on the outside world
  • Source: Madison
  • Source: Madison
  • Workshop Agenda:• Social Media Strategy• Social Media Policy• Recent Court Rulings• Internal Employee Communication• Who owns social media?• Using Social Media to Recruit & Engage• Corporate Social Responsibility• Q&A An inside view on the outside world
  • “The customer doesn’t see, nordo they care about, who ownssocial media. They see onecompany and they simply needan informed and empatheticresponse.” Brian Solis An inside view on the outside world
  • The legal perspective: “…having theemployee and employer agree upon[social media] ownershipbeforehand is infinitely better thangoing to court to determine it later.”— Huffington Post An inside view on the outside world
  • An inside view on the outside world
  • An inside view on the outside world
  • Workshop Agenda:• Social Media Strategy• Social Media Policy• Recent Court Rulings• Internal Employee Communication• Who owns social media?• Using Social Media to Recruit & Engage• Corporate Social Responsibility• Q&A An inside view on the outside world
  • In 2010, only 6% of companies were using social media for recruiting. Today, that’s exploded to 89%. An inside view on the outside worldSource: Radian6
  • Do you currently use social networks to recruit talent? No 75% Yes 25% An inside view on the outside worldSource: Out&About Marketing Survey, HR Professionals
  • Source: Jobvite social job seeker survey 2012, Social Recruiting Survey 2012 An inside view on the outside world
  • Source: Jobvite social job seeker survey 2012, Social Recruiting Survey 2012 An inside view on the outside world
  • LinkedIn • LinkedIn is the world’s largest professional network, with over 160 million members (as of March 31, 2012) and rising fast. • Only 21% of working professionals around the world are looking for a new job. The other 79% are considered passive candidates.Source: Radian6 An inside view on the outside world
  • LinkedIn Recruiter An inside view on the outside world
  • Facebook• Facebook’s 1 billion active users makes it by far the largest network available to any recruiter.• 48% of all job seekers did use Facebook for job hunting• Showcase your culture, your people, your work• Use targeted Facebook ads An inside view on the outside world
  • Twitter “a Twitter follower is almost 3 times more likely to apply to a job posting than a LinkedIn connection and 8 times more likely to apply than a Facebook friend.” An inside view on the outside worldSource: 2012 Social Recruiting Activity Report
  • Provide ongoing training• Social Media Policy• How do I engage with our community?• Brand’s overall social media strategy• How different departments use social media• Social Media Crisis• Social Business• Internal collaboration using social networks An inside view on the outside world
  • Workshop Agenda:• Social Media Strategy• Social Media Policy• Recent Court Rulings• Internal Employee Communication• Who owns social media?• Using Social Media to Recruit & Engage• Corporate Social Responsibility• Q&A An inside view on the outside world
  • Source: Advertising Age An inside view on the outside world
  • Source: Advertising Age An inside view on the outside world
  • Source: SocialBrite An inside view on the outside world
  • Source: SocialBrite An inside view on the outside world
  • Questions? Milena Regos Out&About Marketingmilena@outandaboutmarketing.com Twitter: @milenaregos An inside view on the outside world