Successfully reported this slideshow.
Your SlideShare is downloading. ×

Tips on Planning and Setting up Your Individual Social Media Presence | Ceridian

Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Loading in …3
×

Check these out next

1 of 11 Ad

Tips on Planning and Setting up Your Individual Social Media Presence | Ceridian

Download to read offline

By enhancing your individual professional brand online, you, the HR professional, can strengthen your ability to help your organization. That’s the premise behind this ebook, which helps HR practitioners who aren’t yet familiar with social media to get themselves in the game and start advocating for their organizations. By leveraging social media’s interactivity, you can draw on your own presence in it to amplify and sharpen your company’s voice. An individual stakeholder within the organization can champion HR’s initiatives, objectives and goals, broadening the company’s reach inside and outside. This enhances the employer brand and helps recruiting by attracting hard-to-find, sought-after talent.

By enhancing your individual professional brand online, you, the HR professional, can strengthen your ability to help your organization. That’s the premise behind this ebook, which helps HR practitioners who aren’t yet familiar with social media to get themselves in the game and start advocating for their organizations. By leveraging social media’s interactivity, you can draw on your own presence in it to amplify and sharpen your company’s voice. An individual stakeholder within the organization can champion HR’s initiatives, objectives and goals, broadening the company’s reach inside and outside. This enhances the employer brand and helps recruiting by attracting hard-to-find, sought-after talent.

Advertisement
Advertisement

More Related Content

Advertisement

Recently uploaded (20)

Tips on Planning and Setting up Your Individual Social Media Presence | Ceridian

  1. 1. TIPS ON PLANNING AND SETTING UP YOUR INDIVIDUAL SOCIAL MEDIA PRESENCE Build Your Professional Brand So You Can Start Advocating for Your Company’s Employer Brand
  2. 2. © 2014 Ceridian HCM, Inc. All rights reserved. Introduction – What to Expect from this EBook By enhancing your individual professional brand online, you, the HR professional, can strengthen your ability to help your organization. That’s the premise behind this ebook, which helps HR practitioners who aren’t yet familiar with social media to get themselves in the game and start advocating for their organizations. By leveraging social media’s interactivity, you can draw on your own presence in it to amplify and sharpen your company’s voice. An individual stakeholder within the organization can champion HR’s initiatives, objectives and goals, broadening the company’s reach inside and outside. This enhances the employer brand and helps recruiting by attracting hard-to-find, sought-after talent. You might be skeptical, and a few misconceptions about social media may be stopping you: I don’t have the time. It only takes a modest 30 minutes per day to create and sustain a presence that will make a difference. With careful planning and commitment, as little as one hour— maybe less—every day or so can have a big impact. I don’t know how. With the ebook you’re reading right now, you can’t use this excuse anymore! I’m not sure if it’ll work. It will. It does. And, as hockey legend Wayne Gretzky said, “You miss 100 percent of the shots you don’t take.” The only way it can’t work is if you don’t try. Social Recruiting Each year, software company Jobvite posts an annual social recruiting survey. They ask employers how they plan to use social media for talent recruitment. If you are not yet convinced of the need to incorporate social media into your job, just remember that 94 percent of recruiters have used or plan to use social media, according to Jobvite’s latest research. source: Jobvite 2013 Social Recruiting Survey Yes 94% No 6% Recruiters That Have Used or Plan to Use Social Media
  3. 3. © 2014 Ceridian HCM, Inc. All rights reserved. Plus, the three big social media networks you’ve probably heard about the most, top recruiters’ list. source: Jobvite 2013 Social Recruiting Survey And 78 percent of recruiters in 2013—the latest numbers available—contributed to a hire via social media networks. That’s up from 58 percent in 2010. What does it all mean? The usefulness of social media in helping organizations to meet their talent-related objectives is undeniable. Establishing Social Media Outposts So, you’ve decided to incorporate social media into your daily routine, to help advocate for your company’s employer brand and play a part in bringing the best talent to your organization. A good, achievable goal is to start participating in at least two of the three social media networks most popular among recruiters: LinkedIn, Facebook and Twitter. Establish social media outposts. Tweet. Post status updates. Display your credentials. Share interesting articles, videos and blogs. Social media outposts are where the rubber meets the road. They're where you create your network, engage with fellow professionals and become an emissary for the company. How exactly should you approach these outposts? Listen The most underrated, yet most important aspect of social media is the market intelligence it provides. Gathering information, learning about new technologies, trends and opportunities is the killer feature of social media. Finding the right thought leaders and the smartest and gaining influence in their circles of influence is what it’s all about. Positive word-of- mouth will eventually snowball for your employer brand. Twitter: 55% Facebook: 65% LinkedIn: 94% Most Popular Social Media Sites for Recruiting
  4. 4. © 2014 Ceridian HCM, Inc. All rights reserved. Curate As you find interesting people to follow, you want to give them a reason to add you and your company to their network. The quickest way to do this is to become a content curator, which means sharing other people’s content. If you can find interesting and compelling content to pass along to your network, your network will grow, and people will value you as a connection. Help Social media is where you can ask questions and, if you’re vocal and friendly enough, expect answers. Conversely, social media is a great place to put your expertise on display, too, growing your network and promoting your skills in a way that is not pushy or selfish. Measure and Improve See if you can coordinate with your company’s webmaster and their team to sync your social media activity with the company’s content generation. Does the website have a corporate blog? Share a link to its latest entries and have the website team track clicks back to it from your tweets, for instance. Tips to Implement Your Social Media Presence It can be daunting, this prospect of putting yourself out there, in social media. For starters, you might be hesitant to sound your horn, to be visible. And you may not know the basics of setting yourself up. Planning Before going too far, there are some concepts you should think about in order to create the most cohesive and effective presence possible. Taking some time up front to organize your thoughts will save you time in the long run. Strategy Jumping into social media without a basic strategy in place won’t get it done. You need a basic understanding of what you’re trying to accomplish—and a plan to make it happen. Here are some things to think about as you develop a strategy: Provide links on social media to posts and content on your company’s website. This will drive traffic and create inbound links—valuable commodities online.
  5. 5. © 2014 Ceridian HCM, Inc. All rights reserved. Outcome: What do you want your presence to achieve for your company—and for you? Who do you need to get connected with in order to bring about these outcomes? What skills and stories will resonate with those people? How can you draw on your company’s online presence to communicate its story in social media and get the target audience to connect? Where is this target audience? Branding This aspect makes a lot of people uncomfortable. Many feel awkward about self-promotion. Personal branding is about taking inventory of the ingredients available to you and then crafting a consistent approach that will leave the right aftertaste for your employer’s audience. Authenticity is the key here, because you can’t take a pile of ingredients such as lemon and vinegar and expect the final product to taste like chocolate chip cookies. You need to perform an inventory of your personality traits and skills so that your personal brand is aligned with your employer’s in an intuitive way and isn’t trying to force you into a contrived online persona. Take the steps that big brands take. Logo: Your logo is your social media avatar. You’ll want a high quality headshot that you can use consistently as your avatar on every social media channel. Using the same headshot on every medium builds recognition. It’s a good start at establishing your credibility and representing your employer soundly. Mantra: A mantra is a very short (just a few words) description of your value proposition. What do you do? What sets you apart? Personal mantras are important. They become the headlines in your social media profiles. Crafting an accurate and compelling mantra (i.e., headline) can often mean the difference between standing out and fading into the crowd. With your own social media footprint in support of your company’s online presence, take the steps the big brands take: Include a quality headshot—your personal logo. Create a mantra. Figure out your value proposition.
  6. 6. © 2014 Ceridian HCM, Inc. All rights reserved. Mantra Examples IT Professional: “Making technology accessible and profitable” Real Estate Agent: “Creating worry-free selling experiences” Retail Manager: “Old-fashioned service with a modern flair” Corporate Executive: “Reinstalling the startup mentality” Freelance Designer: “Designing desirable deliverables” Value Proposition: A common mistake that companies make is focusing too much on their own products and services and not enough on their value proposition. As mentioned previously, nobody cares about the products and services a company sells, and so it follows that nobody really cares about your skills and experience. Instead, they care about how those skills and experience can solve one or more problems they have. The way to communicate this is through your value proposition. Value Proposition Examples IT Professional: “I specialize in making corporate IT assets more accessible and usable by the user base so they can spend more time being productive and less time fighting with systems and machines.” Real Estate Agent: “I make selling homes less complicated and as stress-free as possible for my clients.” Retail Manager: “I know how to fuse modern technologies and expectations with good, old-fashioned service that creates loyal customers.” Corporate Executive: “I specialize in reintroducing the startup mentality to established companies so they can thrive.” Freelance Designer: “My passion is creating designs that deliver what people wanted – which is not always what they asked for.”
  7. 7. © 2014 Ceridian HCM, Inc. All rights reserved. Market Segments: Just like your employer must identify the types and groups of people who will purchase its products and services, you need to understand the audience, too. Who’s a good fit for the company? Who wouldn’t join the company, but might like it and tell someone else? Professional Narrative: What’s your story? This is the secret sauce of communication: Can you turn what you do into an interesting narrative that will resonate with people and make them interested in hearing more—about you and your employer? This will play into your LinkedIn presence, especially. Setting Up Your Social Media Accounts It’s time to go build those outposts in social media. If you’ve taken the time to put together your marketing strategy (e.g., logo, mantra, value proposition, professional narrative, etc.) then this part will fall into place logically. You’ll already have most of the data you need to fill out your profiles. Interestingly, each of the big three social media networks you’ll be focusing on has a highly intuitive set-up process. Just go to them, sign up for an account, and fill in the required fields. Plenty of easy-to-follow tutorials are available online, too. Just go to Google and search. The tricky part will be to obtain a consistent username on all of these channels. It’s really important to be as consistent as possible in order to reinforce your professional brand and its affiliation with your employer—and to align all this with search engine behaviors. This will figure into your LinkedIn profie’s URL, even. If you haven’t been reserving your name on all of these channels, it’s going to be difficult to nail that down now. A quick and convenient tool is NameChk. Enter your desired username there. NameChk will search 159 different social networks for its availability. That's a long list up there. Remember: You’re focusing on at least two of the big three—LinkedIn, Facebook and Twitter. This helps matters.
  8. 8. © 2014 Ceridian HCM, Inc. All rights reserved. Where to Show Up, Tips to Follow You have at least two of three social media destinations to occupy with an expression of your professional brand, an extension of your employer’s brand. Of these, LinkedIn is the most important. LinkedIn Your first destination on the social media highway should be LinkedIn. Once you open an account, be sure to follow that site's advice until your profile is 100 percent complete. By default, LinkedIn provides generic descriptions like “My Company” and “My Website.” These are wasted opportunities. Change these from the defaults and replace them with keywords that you would want to rank for in search. LinkedIn is potentially powerful for your presence in search engines. Make sure your profile shows up prominently in online searches. Once you’re up and running on LinkedIn, start connecting with people you know and share content via the home page, found in the menu bar. The more people you connect with, the more will see your updates.
  9. 9. © 2014 Ceridian HCM, Inc. All rights reserved. Twitter Use your mantra here, for your personal description. Start following relevant people. Twitter is for sharing new posts and content. Don’t be afraid to repeat yourself from time to time. Twitter is very “hit or miss.” Not everybody is listening all of the time. You can use free and low-cost tools like Hootsuite or SocialBro to schedule updates out into the future. Facebook Using Facebook for career development is a matter of personal preference. Some people want a solid brick wall between their professional and personal lives. That’s fine. Others like to have some degree of overlap. If you’re representing the company, this decision is crucial. One way to envision this is to think of LinkedIn as a business networking meeting and Facebook like a weekend barbeque. If you’re the type of person who is comfortable inviting work colleagues to mingle with family and friends in a social setting, then Facebook may be a viable option. If not, that’s fine, too. BUT… If you do choose to mix professional and social on Facebook, tread carefully. We recommend approaching Facebook as follows:  Go ahead and accept friendships from coworkers and business colleagues.  Keep your interactions social. Don’t “talk shop” on your Facebook wall.  Create a Facebook Page for your work-related posts and updates. This way, your friends and family won’t have to suffer through the work-related posts they don’t care about, and colleagues who are interested can see them.  Be mindful of the content you share on Facebook. Make sure that you wouldn’t be embarrassed for your boss or customer to see your updates.
  10. 10. © 2014 Ceridian HCM, Inc. All rights reserved. Sharing: Shout It Out Loud Social media is where you share. Sharing makes social media go ‘round. Here are few ideas on what to share:  Does your company have any videos or publicly available presentation decks? Share them with short descriptions of what they are or calls to action, for people to click.  Add photographs of yourself both inside and outside of a professional setting. The more photos people see of you, the more they’ll feel like they know you—and the more you’ll humanize your company’s employer brand.  Does your company have a blog? Does the HR department have one? Share the entries via your social media outposts. You’re doing your small part in driving traffic to these destinations, and you’ve associated yourself with fresh content online—it’s a win-win.
  11. 11. © 2014 Ceridian HCM, Inc. All rights reserved. Making Sense of it All There you have it: how to get started in social media and become a viable advocate for your company’s employer brand. It seems like a lot to take in. However, once you just start setting up your accounts, you’ll find that doing so is intuitive. And the payoff is considerable. As an emissary for your company online, you will grow your own network, too— expanding your opportunities and the company’s, all at the same time. If you would like to learn more about advocating for your company by growing your individual presence in social media, please send your query to Ceridian Social Media Marketing Specialist Cali Yakaback (cali_yakaback@ceridian.ca). Brent Skinner, author of this ebook, is a marketing manager at Ceridian. Prior to joining Ceridian, Brent co-founded the Twitter chat #HRTechChat and was technology editor for HRO Today. Earlier, he was a contributing editor to Executive Recruiter News. Follow Brent on Twitter: @BrentSkinner.

×