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Growing employer brands
online using social media tools
Per Håkansson
Universum Awards, Stockholm, March 26, 2009
change                                      startups
                         15 years
            universum

            ...
Agenda
The new open world
What is social media?
Evolution of the web
Employer toolbox
Recommendations & ideas
Questions
The wall between companies
and their markets has fallen
Which creates
transparency
The key driver is the web
And the web changes
   everything... ;)
Imagine everyone having access
to their own free printing press...
Their own megafon...
Access to people...
Connected across the world...
In real-time...
Enabling anyone
to rate, comment,
review or tag any
      content
CONVERSATIONS
Social Media!
Evolution of Consumer Web
    Internet             [Communication tools]
   Audience
                                     ...
RIGHT NOW
talented people are engaging in
 online conversations about your
  company as a place to work
WOW!
What an opportunity to really connect!
BUT
Only 16%* of companies monitor what’s
  being said about their brand online



            Advertising Age, Feb 2009
So what does all
this mean for you?
Reflections
It’s not the content, it’s the conversation
From mass media to media of the masses
A new ecosystem for human in...
The Social Media Toolbox

Content platforms
Feedback tools
Social networks
Lifestreams & feeds
Analytics
Content Platforms
Content created by anyone for everyone to consume, comment and evolve



  Blogs
  Video
  Podcasting
  ...
Social Networks
The new technology platform and lever to connect and share with everyone



  Personal networks
      Face...
Feedback Tools
Agree, disagree, contest, argue, debate, challenge, review, rate and comment




   Comments
   Reviews
   ...
Lifestreams & Feeds
Online records of daily activities via feeds or aggregators



   RSS
   Facebook
   LinkedIn
   Twitt...
Analytics
How to monitor what people are saying about your company as a workplace



  Google Analytics
  Social Mention
 ...
Recommendations
How to join the global conversation about your company as a great place to work


   Identify clear object...
Summary

Embrace the open movement
Look beyond the prevalent technologies
Social media is about connected conversations
Bu...
QUESTIONS?
Contacts & Feedback
Per Håkansson
Strategic internet advisor
per.hakansson@gmail.com
www.perhakansson.com
Universum Awards 2009
Universum Awards 2009
Universum Awards 2009
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Universum Awards 2009

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Presentation on social media in the context of employer branding at the 2009 Universum Awards in Stockholm, Sweden on March 26, 2009

Published in: Technology, News & Politics
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  • interesting life; a way of thinking about the web

  • editorships - newspapers are dying
    hierarchies are crumbling
    media of the masses; technology
  • openness drives innovation and trust
  • technology







  • connected, exponential growth, global (within language zones)
  • web content that is intrinsically social; noone believed the newspapers were doomed back in the 90s; this is were all important conversations will take place
  • different media for different purposes
    real versus anonymous people
    innovate versus commercial success
    convergence
    viral components
    Marshall McLuhan




  • advertsing age in feb 2009: 400 CMOs



  • Blurb - tapping into the right ecosystem



  • everything gravitates towards simplicity
    important to understand your tools - your audience does
  • Written by a young employee.
  • connected profiles; real people
    think of party conversations
    how many are on Facebook?
  • Anonymous reviews of companies
    What are people saying about you?

  • follow / follower
  • data mining
  • Understand new tools
    it’s new so experiment
  • democratization of information and networks
    embrace, learn, understand, do
    like teenagers on first date

  • complex area to cover in 45 minutes
  • feel free to send emails with questions, thoughts and feedback
  • Transcript of "Universum Awards 2009"

    1. 1. Growing employer brands online using social media tools Per Håkansson Universum Awards, Stockholm, March 26, 2009
    2. 2. change startups 15 years universum going global perspective stanford st.gallen san francisco silicon valley per blurb.com consumer web london yahoo! disruptive technology icon medialab barcelona business strategic internet advisor
    3. 3. Agenda The new open world What is social media? Evolution of the web Employer toolbox Recommendations & ideas Questions
    4. 4. The wall between companies and their markets has fallen
    5. 5. Which creates transparency
    6. 6. The key driver is the web
    7. 7. And the web changes everything... ;)
    8. 8. Imagine everyone having access to their own free printing press...
    9. 9. Their own megafon...
    10. 10. Access to people...
    11. 11. Connected across the world...
    12. 12. In real-time...
    13. 13. Enabling anyone to rate, comment, review or tag any content
    14. 14. CONVERSATIONS
    15. 15. Social Media!
    16. 16. Evolution of Consumer Web Internet [Communication tools] Audience 1.6BN 1.5BN SOCIAL MEDIA MICRO MOBILE BLOGGING SOCIAL 1BN NETWORKS VIDEO COMMENTS RSS CALLING USG IM GROUPS API VOIP VIDEOSHARING WEBMAIL BLOGS 0.5BN THUMBING FORUMS MOSAIC PHOTOSHARING MB LISTS TAGGING Year 1995 2000 2005
    17. 17. RIGHT NOW talented people are engaging in online conversations about your company as a place to work
    18. 18. WOW! What an opportunity to really connect!
    19. 19. BUT Only 16%* of companies monitor what’s being said about their brand online Advertising Age, Feb 2009
    20. 20. So what does all this mean for you?
    21. 21. Reflections It’s not the content, it’s the conversation From mass media to media of the masses A new ecosystem for human interaction Social networks are the new infrastructure People care more about tools than content Openness, transparency and accessibility Non-linear ecosystems
    22. 22. The Social Media Toolbox Content platforms Feedback tools Social networks Lifestreams & feeds Analytics
    23. 23. Content Platforms Content created by anyone for everyone to consume, comment and evolve Blogs Video Podcasting Groups Communities Microblogging
    24. 24. Social Networks The new technology platform and lever to connect and share with everyone Personal networks Facebook MySpace Professional networks LinkedIn Xing Niche networks Ning
    25. 25. Feedback Tools Agree, disagree, contest, argue, debate, challenge, review, rate and comment Comments Reviews Ratings Thumbing Q&A Reputation
    26. 26. Lifestreams & Feeds Online records of daily activities via feeds or aggregators RSS Facebook LinkedIn Twitter What are you doing? 140 characters (SMS) FriendFeed
    27. 27. Analytics How to monitor what people are saying about your company as a workplace Google Analytics Social Mention Trackur Glassdoor.com RSS Technorati
    28. 28. Recommendations How to join the global conversation about your company as a great place to work Identify clear objectives Hire the right web people Know thy audience - identify influencers Listen. Learn. Share. Interact. Invite. Start small, experiment and fail fast Be honest, be open, be your brand What cannot be measured cannot be improved
    29. 29. Summary Embrace the open movement Look beyond the prevalent technologies Social media is about connected conversations But nothing happens without infrastructure Join the right / relevant ecosystem
    30. 30. QUESTIONS?
    31. 31. Contacts & Feedback Per Håkansson Strategic internet advisor per.hakansson@gmail.com www.perhakansson.com
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