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Growing employer brands
online using social media tools
Per Håkansson, Silicon Valley, USA
Universum Awards, Berlin
Worksh...
Agenda
What is social media?
How did all this happen?
Best practices
Recommendations
Questions
How many of you are using [insert
here] to reach your talent markets?
 Facebook           Video
 LinkedIn / Xing    Q&A to...
RIGHT NOW
talented people are engaging in
 online conversations about your
  company as a place to work
BUT
Only 16%* of companies monitor what’s
  being said about their brand online



            Advertising Age, Feb 2009
What is social media?
Imagine everyone having access to their own...


 Printing press                            “People ...
CONVERSATIONS
How did we get here and
what does this really mean?
 Walls between companies and their markets has fallen
 Technology has ...
Evolution of Consumer Web
   Internet          [And the emergence of a social media toolbox]
  Audience
                  ...
A few best practices

Microspotting by Microsoft - inside reflections
Ernst & Young’s Facebook group - early adapter
Glassd...
Recommendations
How to join the global conversation about your company as a great place to work


   Identify clear object...
Contacts & Feedback
Per Håkansson
Strategic internet advisor
per.hakansson@gmail.com
www.perhakansson.com
Universum Awards 2009 Berlin
Universum Awards 2009 Berlin
Universum Awards 2009 Berlin
Universum Awards 2009 Berlin
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Universum Awards 2009 Berlin

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Presentation held at the Universum Awards in Berlin on May 19, 2009.

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  • Interviewed 400 CMOs

  • connected, exponential growth, global (within language zones)
  • People are already online, right.
  • different media for different purposes; real versus anonymous people
    innovate versus commercial success; convergence; viral components

    Toolbox: content platforms, feedback tools, social networks, lifestreams, analytics


  • Google PageRank, Yahoo! Buzz...




  • Understand new tools
    it’s new so experiment
  • feel free to send emails with questions, thoughts and feedback
  • Transcript of "Universum Awards 2009 Berlin"

    1. 1. Growing employer brands online using social media tools Per Håkansson, Silicon Valley, USA Universum Awards, Berlin Workshop 16:05 - 16:35, May 19, 2009
    2. 2. Agenda What is social media? How did all this happen? Best practices Recommendations Questions
    3. 3. How many of you are using [insert here] to reach your talent markets? Facebook Video LinkedIn / Xing Q&A tools Twitter RSS & feeds Blogging Tracking tools Photosharing Engage in online conversations...
    4. 4. RIGHT NOW talented people are engaging in online conversations about your company as a place to work
    5. 5. BUT Only 16%* of companies monitor what’s being said about their brand online Advertising Age, Feb 2009
    6. 6. What is social media? Imagine everyone having access to their own... Printing press “People like tools, not Megafon content!” Access to lots and lots of people Connected across the world in real-time Rating, tagging, reviewing and commenting everything And born to network on the web
    7. 7. CONVERSATIONS
    8. 8. How did we get here and what does this really mean? Walls between companies and their markets has fallen Technology has enabled openness and transparency A new generation born to web has grown up From mass media to media of the masses Social networks are the new infrastructure A new ecosystem for human interaction is emerging
    9. 9. Evolution of Consumer Web Internet [And the emergence of a social media toolbox] Audience 1.6BN 1.5BN SOCIAL MEDIA MICRO OPEN MOBILE BLOGGING PLATFORMS 1BN SOCIAL NETWORKS VIDEO COMMENTS RSS USG CALLING IM GROUPS API VOIP VIDEOSHARING 0.5BN WEBMAIL BLOGS FORUMS THUMBING MOSAIC PHOTOSHARING MB LISTS TAGGING Year 1995 2000 2005
    10. 10. A few best practices Microspotting by Microsoft - inside reflections Ernst & Young’s Facebook group - early adapter Glassdoor - what do current and future employees say about your company as a place to work? Social Mention - track what your talent markets are saying about your company on the web
    11. 11. 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
    12. 12. Contacts & Feedback Per Håkansson Strategic internet advisor per.hakansson@gmail.com www.perhakansson.com
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