The Business Case for Social Media in HR

The Business Case for Social Media in HRM

What is Social Media?Definitions of Social media on the Web:Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. ...en.wikipedia.org/wiki/Social_mediamedia that is created to be shared freelyen.wiktionary.org/wiki/social_mediaSocial media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings.[1] The term most often refers toactivities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. ...www.creativemediafarm.com/information/glossarySocial media are works of user-created video, audio, text or multimedia that are published and shared in a social environment, such as a blog, wiki orvideo hosting site.www.capilanou.ca/help/login-page/active-cms/glossary.htmlAny website or web service that utilizes a social or Web 2.0 philosophy. This includes blogs, social networks, social news, wikis, etc.webtrends.about.com/od/web20/a/web20-glossary_2.htmSoftware tools that allow groups to generate content and engage in peer-to-peer conversations and exchange of content (examples are YouTube, Flickr,Facebook, MySpace etc)www.bottlepr.co.uk/glossary.htmlThe term social media describes media that is posed by the user and can take many different forms. Some types of social media are forums, messageboards, blogs, wikis and podcasts. Social media applications include Google, Facebook and YouTube.www.searchenginepartner.com/SEO-glossary.htmlSocial media is any form of online publication or presence that allows end users to engage in multi-directional conversations in or around the content onthe website.www.onlinematters.com/glossary.htmA million different definitions from a million different people. But over at Duct Tape Marketing they say ―[s]ocial media is the use of technology combinedwith social interaction to create or co-create value.‖www.no2pen.com/blog/2010/01/social-media-dictionary-for-small-businesses/A category of sites that is based on user participation and user-generated content. They include social networkingsites like LinkedIn or Facebook, social bookmarking sites like Del.icio.us, social news sites like Digg or Reddit,and other sites that are centered on user interaction.searchenginewatch.com/define

What is Social Media?―I shall not today attempt further to define the kinds ofmaterial I understand to be embraced within thatshorthand description ["hard-core pornography"]; andperhaps I could never succeed in intelligibly doing so.But I know it when I see it, and the motion pictureinvolved in this case is not that. [Emphasis added.] ‖ — Justice Potter Stewart, concurring opinion inJacobellis v. Ohio 378 U.S. 184 (1964), regardingpossible obscenity in The Lovers.

BlogsOriginally short for―web logs‖ –histories ofindividual’s internettravels. Nowencompasseseverything from…

Blogs …purely personal items,http://dailydoseofjack.blogspot.com/

Blogs …purely personal items, political commentary,http://www.huffingtonpost.com/

Blogs …purely personal items, political commentary, professional news and opinion,http://www.hrcapitalist.com/

Blogs …purely personal items, political commentary, professional news and opinion, company and institution news,http://txstateu.wordpress.com/

Blogs …purely personal items, political commentary, professional news and opinion, company and institution news,http://blogs.imperativeinfo.com/

Blogs …special focus issues,http://startelegram.typepad.com/dfwjobs/

Blogs …special focus issues, or whatever someone is willing to take the time to write (even if no one reads it).http://blog.trutv.com/dumb_as_a_blog/

Blogs Companies are using employee bloggers to spread the company’s culture.http://www.rackertalent.com/blog/

Blogs Blogs are a great place to find passive candidates or identify communities of interest to potential candidates.http://technorati.com/search?return=sites&authority=all&q=water+treatment

LinkedIn • 90 million users • Professional networkinghttp://www.linkedin.com/in/imperative

LinkedIn • Professional networking • 90 million users • Groups (alumni, professional, and interest)

LinkedIn • Job postings and job seekershttp://www.linkedin.com/jobs

LinkedIn • Job postings and job seekers • Company profiles and career portalshttp://www.linkedin.com/company/intuit

Facebook • Started with Facebook US Population .edu addresses Unknown • Originally 3,126,820 Females 3%56,026,560 54% strictly social (non-business) Males • 103 million US 43,932,140 43% users http://www.istrategylabs.com/2011/01/2011-facebook-demographics- and-statistics-including-federal-employees-and-gays-in-the-military/

Facebook • 156 million US users Facebook US Population by Age 55+ 9,763,900, 10% Unknown 1,067,780 1% 13-17 10,680,140 10% • 64% over age 18-24 35-54,29,917,640, 26,075,960 25% 25 29% • Think this is just kid stuff? 25-34 25,580,100 25% http://www.istrategylabs.com/2011/01/2011-facebook-demographics- and-statistics-including-federal-employees-and-gays-in-the-military/

FacebookNew profiles contain additionaleducation and professional info

Facebook Company pages are getting sophisticated but don’t necessarily have to behttp://www.facebook.com/intuitcareers

Facebook Apps like Work For Us allow you to easily post jobs.http://www.facebook.com/apps/application.php?id=404596412628

Facebook BranchOut is a jobs and career networking app.http://www.facebook.com/apps/application.php?id=404596412628

Twitter • 370K new users daily • 200M tweets per day • 1.6B search queries per day • 200M usershttp://business.twitter.com/basics/what-is-twitter

Twitter Tweet: short message (140 characters or less) Retweet: when someone sends your tweet out to their followershttp://twitter.com/#!/jimschnyder

Twitter Tweets can be sent to all of twitter or to only those you choose.http://twitter.com/#!/Fishdogs

Twitter Follow: To subscribe to someone’s tweets Follower: Someone who follows your tweetshttp://support.twitter.com/entries/166337-the-twitter-glossary

Twitter Companies post jobs (for free), industry- relevant information, and generally helpful information to build a following.http://twitter.com/#!/IntuitCareers

Twitter Jobseekers search for key terms to find positions.http://twitter.com/#!/search/engineering%20job%20austin http://twitter.com/#!/search/laredo%20jobs

TwitterLook at the profiles of people tweeting itemsof interest to your ideal jobseekers.Who do they follow? Who follows them?

TwitterLook for communities of interest to thecandidates you are seeking.

Does Social Media Replace Other Recruiting Sources?

Does Social Media Replace Other Recruiting Sources?No (not yet) but it is becoming critical in:• Identifying candidates• Evangelizing for your firm• Spreading the word about open positions• Making your job-board search engine relevant

“Checking Out” ApplicantsPoll:How many of you have ―checked out‖applicants’ social media presence or justGoogled them?How many of you have allowed thatinformation to affect the hiringdecision, positively or negatively?

“Checking Out” Applicants How do you prove that an applicant’s union-affiliation didn’t affect the hiring decision in an NLRB unfair labor practices claim?

“Checking Out” Applicants EEOC claims by applicants • Age • Race • Sex • National origin • Religion • Marital status

“Checking Out” Applicants http://en.wikipedia.org/wiki/Suicide_of_Megan_MeierThere is a challenge in verifying theauthenticity of a profile.

“Checking Out” Applicants Is the info really job-related or just prurient? What does your policy say?http://blogs.forbes.com/kashmirhill/2010/09/30/the-privacy-landmine- that-is-duke-graduate-karen-owens-senior-thesis/

“Checking Out” EmployeesPoll:How many of you have been alerted toinformation of concern on an employee’ssocial media profile?How many of you have a policy thataddresses employees’ social mediaactivities?

“Checking Out” Employees The NLRB found that an employee’s negative comments about a supervisor constituted ―protected activity.‖http://www.nlrb.gov/shared_files/ Press%20Releases/2010/R- 2794.pdf http://www.nytimes.com/2011/02/08/business/08labor.html?_r=3&scp=8&sq=lawyer&st=nyt

“Checking Out” Employees It is becoming increasingly common for employees to be disciplined for after-hours social media posts.http://www.thebostonchannel.com/r/24678250/detail.html

“Checking Out” Employees It is becoming increasingly common for employees to be disciplined for after-hours social media posts.http://www.dallasnews.com/sharedcontent/dws/spt/stories/042810dnspob asik.4199268.html

Policy Considerations: Social Media Gut instinct: Your CEO doesn’t want you to hire freaks. (That is this guy’s earlobe she’s looking through.)

Policy Considerations: Social Media How will you avoid obtaining protected class information?

Policy Considerations: Social Media How will you avoid identifying active union members?

Policy Considerations: Social Media Will the public (read “juries”) accept employers’ reasons for not checking social media sites after a tragedy?http://azstarnet.com/news/local/govt-and-politics/article_f4631ce3- 4210-5a82-bbb6-7408c94511a2.html

Policy Considerations: Social MediaCommon HR sense says:1. Hiring managers/supervisors don’t do it.2. Have a clear definition of when the candidate sourcing process ends and the applicant screening process begins.3. Be sure your pool of candidates from all sources properly reflects the labor market.

Policy Considerations: Social Media4. If the decision is to use social media in candidate screening, HR should have predetermined, legally defensible, job-related items for which they they are looking: a) technical competence or other job-related skills, b) drug abuse or other overtly criminal activity, c) abusive, threatening behavior, d) public image concerns for high-profile employees.

Policy Considerations: Social Media5. FIREWALL: Consider using your background screening firm as a gatekeeper, passing on only information that meets the company’s guidelines. (Note that the FCRA will now apply.) This might also be done by someone in HR or Security who understands the EEO and NLRB issues and has no other involvement in the hiring decision (and can keep their mouths shut).6. Print and document the use of all information found. Remember that it can change tomorrow.

Policy Considerations: Social Media7. Segregate the information from that provided to the hiring manager/supervisor.8. How will you handle post-hire reports of questionable information on the web?9. Before taking any adverse action, consider seeking legal counsel.10. Always weigh risk of ignoring information and risk of using the information.

Policy Considerations: Social Media11. Be sure the the Fair Credit Reporting Act is followed before and after taking any adverse action based in whole or part on information purchased from a third-party (background screening firms, data miners, etc.)

Policy Considerations: Social Media There is no strong case law on this issue.If employers ignore social media and something badhappens, the media and the plaintiff lawyers will beall over it.If employers unwisely use social media as a screeningtool, the media and plaintiff lawyers will be all over it.

Policy Considerations: Social Media A good social media policy governs all representations of the company by employees. http://socialmediagovernance.com/policies.php

Policy Considerations: Social Media A good social media policy governs all representations of the company by employees. http://www.entrepreneur.com/article/217813

Policy Considerations: Adverse ActionDocument: FCRA pre-adverse action communication on ―management review‖ or ―not eligible‖ scores before making a final decision. Subsequent communications with applicant. Reasons behind each ―management review‖ decision. Reason for any variations to guidelines. FCRA post-adverse action communication.

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The Business Case for Social Media in HR

by Imperative Information Group on Jan 12, 2011

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The Business Case for Social Media in HR — Presentation Transcript