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HR Professionals: Social Insights Report

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The worlds of HR, technology and social media don’t simply overlap, they interact with more frequency and meaning than ever. Social media continues to grow as a tool to build employer brands and engage HR leaders and practitioners to discuss relevant and timely topics.
From Twitter Chats and brand-related real estate on Facebook, LinkedIn and Instagram to live video interviewing, social media has become an integral part of daily HR activities. So let’s look at a “month in the life” of HR leaders on social, and see what we can learn about how to reach, engage, and influence these B2B decision makers and organizational leaders.

Published in: Recruiting & HR
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HR Professionals: Social Insights Report

  1. 1. HR PROFESSIONALS Social Insights Report March 2016
  2. 2. WHY HR PROFESSIONALS? The worlds of HR, technology and social media don’t simply overlap, they interact with more frequency and meaning than ever. Social media con?nues to grow as a tool to build employer brands and engage HR leaders and prac??oners to discuss relevant and ?mely topics. From TwiBer Chats and brand-related real estate on Facebook, LinkedIn and Instagram to live video interviewing, social media has become an integral part of daily HR ac?vi?es. So let’s look at a “month in the life” of HR leaders. HR teams wear many hats (always have, always will!), and today that includes leading the roll out of important and impacLul employee-facing ini?a?ves. From health and wellness to diversity to employee advocacy, really cool things are happening! Perhaps the most interes?ng finding overall is that social media insights can be so accurate in ascertaining what maBers most to your audience. What we consume, share, and talk about is a direct reflec?on of the work being done behind closed doors across the country. It’s an exci?ng ?me in the world of HR! So whether you’re neck deep in social strategy or interested in learning more about how these industries intersect, enjoy the read. It could change how you look at your organiza?on, employees, customers and branding efforts tomorrow. Meghan M. Biro Founder +CEO, TalentCulture @MeghanMBiro HR Professionals Social Insights Report
  3. 3. WHY SOCIAL INSIGHTS? Carter Hostelley CEO, Leadtail @CarterHostelley HR professionals come in many flavors, each wrestling with challenges unique to their own organiza?ons, the needs of their own employees, and the impera?ves of their par?cular industry. What’s the one thing they have in common? It’s embracing social media to ask ques?ons, engage in conversa?ons, and share what interests them - so they can do their jobs beBer. That means if you want to get inside the head of HR professionals, then turning to social media for insights is a great place to start. That’s why we are excited to collaborate with TalentCulture on this social insights report- they are experts at understanding how modern HR professionals are driving their organiza?ons and defining the future of work. So whether you’re already in HR and looking to build your personal brand, or a vendor hoping to capture your share of HR’s aBen?on (and budget!), these social insights will help you take the right ac?ons to reach, engage, and influence these organiza?onal leaders. What did we discover from our research? That’s what this report is all about… enjoy! HR Professionals Social Insights Report
  4. 4. METHODOLOGY The methodology the Leadtail team used to create this report: 1.  Iden?fy human resources professionals ac?ve on social media based on criteria such as job ?tle, type of company, and geographic loca?on to create the target audience data set. 2.  Use the Leadtail Social Insights Technology to extract insights around key social media ac?vi?es, such as what links are shared, who is men?oned and retweeted, popular hashtags, popular plaLorms used to share content, etc. 3.  Review, analyze, and package these insights into this report. The specific data set analyzed for this report is comprised of: –  429 HR professionals in North America, ac?ve on TwiBer during the report period –  Includes corporate, agency, and consul?ng HR professionals –  Titles and responsibili?es including: VP of HR, Head of Human Resources, Talent Acquisi?on, Workforce Diversity, and Employee Benefits –  Total poten?al follower reach: 1,037,794; median # of followers per HR professional: 297 –  Tweets published between January 1, 2016 – January 31, 2016 HR Professionals Social Insights Report
  5. 5. 10,345 retweets 9,117 and men?ons/replies ABOUT THE DATA 23,692 We then analyzed tweets published by these HR pros between January 1 – January 31, 2016 Including links shared 19,998 Leadtail iden?fied HR professionals working in corporate, agency, and consul?ng roles in North America 429 5,385 unique hashtags HR Professionals Social Insights Report
  6. 6. WHO ARE OUR HR PANELISTS? Top Keywords that Occur in the TwiBer Bios of Human Resources Professionals HR Professionals Social Insights Report
  7. 7. WHERE ARE OUR HR PROS LOCATED? 20% West 30% Northeast 10% Southwest 22% Midwest 17% Southeast Regional Distribu?on of Human Resources Professionals for January 2016 HR Professionals Social Insights Report
  8. 8. WHAT ARE HR PROS TALKING ABOUT? Top Hashtags Used by Human Resources Professionals in January 2016 HR Professionals Social Insights Report
  9. 9. 11.  Mashable 12.  Employee Benefit News 13.  The Washington Post 14.  Benefitspro 15.  Fortune 16.  The Business Journals 17.  The Wall Street Journal 18.  USA Today 19.  SHRM Blog 20.  Bloomberg 21.  TalentCulture 22.  HR Bartender 23.  CNBC 24.  Time 25.  Employee Benefit Advisor 1.  Forbes 2.  Inc. 3.  The Huffington Post 4.  ERE Media 5.  SHRM.org 6.  Business Insider 7.  Harvard Business Review 8.  The New York Times 9.  Fast Company 10.  Entrepreneur WHAT ARE HR PROFESSIONALS SHARING? Digital Publica?ons Shared Most by Human Resources Professionals in January 2016 HR Professionals Social Insights Report
  10. 10. #1: @sbrownehr #6: @CzarinaofHR #11: @mfaulkner43 #16: @HRCurator #8: @lrueumann #3: @SteveBoese #13: @DaveTheHRCzar #18: @kristenharcourt #4: @TimSackeB #9: @Josh_Bersin #14: @Fishdogs #19: @akaBruno #2: @MeghanMBiro #7: @LollyDaskal #12: @kris_dunn #17: @MikeVanDervort #5: @MikeHaberman #10: @TrishMcFarlane #15: @KevinWGrossman #20: @sharlyn_lauby WHO INFLUENCES HR PROFESSIONALS? TwiBer Handles of the People Most Men?oned and Retweeted by HR Professionals in January 2016 HR Professionals Social Insights Report
  11. 11. 11.  @ongig 12.  @USDOL 13.  @hrdotcom 14.  @nfl 15.  @VisierAnaly?cs 16.  @Workable 17.  @CareerBuilder 18.  @CBforEmployers 19.  @IBMSmtWorkforce 20.  @goodhiretweets 21.  @HRHappyHour 22.  @IFEBP 23.  @JacksonLewisPC 24.  @Seahawks 25.  @Glassdoor 1.  @SHRM 2.  @iCIMS 3.  @ADP 4.  @smashfly 5.  @Ul?mateHCM 6.  @Ceridian 7.  @espn 8.  @new_resource 9.  @SHRMATeam 10.  @DeloiBe WHICH BRANDS ARE HR PROS TALKING ABOUT? TwiBer Handles of the Brands Most Men?oned and Retweeted by HR Professionals in January 2016 HR Professionals Social Insights Report
  12. 12. CONCLUSIONS 1.  Human Resources professionals describe and iden?fy themselves with a wide range of cri?cal business func?ons, including recrui?ng, benefits, compliance and technology. 2.  HR professionals are also leading the organiza?onal charge on important employee-facing ini?a?ves like wellness, diversity, and employee engagement programs. 3.  Human Resources pros demonstrate a commitment to eleva?ng HR’s strategic role by frequently crea?ng and sharing content related to leadership, management, and innova?on. 4.  While HR’s “reading list” of most shared publica?ons overlaps quite a bit with the C-Suite’s go-to publica?ons, HR pros also turn to dedicated industry publica?ons for insights and perspec?ves from thought leaders and prac??oners. 5.  Our HR panel is distributed across the United States, with concentra?ons in the Chicago, New York, Atlanta, Tampa, Dallas, and San Francisco Bay Area metros. HR Professionals Social Insights Report
  13. 13. Welcome to the crossroads of Talent + Culture – where workforce strategies, concepts related to HR, technology and innova?on, ideas, and energy flourish! Launched in 2010, TalentCulture blends thought leadership and exper?se with online publishing, brand strategy and digital media. Thousands of professionals around the globe drive our vibrant, open, online community. They share three core characteris?cs: •  A passion for innova?on •  A commitment to collabora?on and learning about the future of work •  A desire to advance the “world of work” Join us for the #WorkTrends Live Podcast & TwiBer Chat – every Wednesday @ 1pm ET @talentculture www.talentculture.com info@talentculture.com (617) 921-2071 HR Professionals Social Insights Report
  14. 14. Leadtail came about from our desire to help marke?ng execu?ves tap into the power of social media to get closer to target buyers and radically improve their marke?ng strategies. We work with innova?ve companies to develop social media strategies that leverage social insights research. Our team has developed and implemented content and programs for leading business brands and venture backed startups including: WageWorks, Robert Half, Zuora, Adap?ve Insights, Hoover’s, and NetBase. We also publish social insights reports about different decision maker groups such as digital marketers, IT execu?ves, sales leaders and CFOs. These reports have been referenced in leading business publica?ons including: The Wall Street Journal, Forbes, ERE, CFO.com, Entrepreneur.com, and CMSWire. Interested in collabora?ng on a future social insights report? Email us: hello@leadtail.com @Leadtail Leadtail.com/blog hello@leadtail.com (888) 705-4777 HR Professionals Social Insights Brief

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