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
Universum Awards 2009 Berlin
Growing employer brands
online using social media tools
Per Håkansson, Silicon Valley, USA
Universum Awards, Berlin
Workshop 16:05 - 16:35, May 19, 2009
What is social media?
How did all this happen?
How many of you are using [insert
here] to reach your talent markets?
LinkedIn / Xing Q&A tools
Twitter RSS & feeds
Blogging Tracking tools
Photosharing Engage in online
talented people are engaging in
online conversations about your
company as a place to work
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 like
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
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
Evolution of Consumer Web
Internet [And the emergence of a social media toolbox]
1.5BN SOCIAL MEDIA
MICRO OPEN MOBILE
RSS USG CALLING
API VOIP VIDEOSHARING
0.5BN WEBMAIL BLOGS
1995 2000 2005
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
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
Contacts & Feedback
Strategic internet advisor