© 2012 Shoppers Drug Mart. All rights reserved. Unauthorized duplication or distribution in whole or in part via any chann...
WHERE TO START?
Ask:
 What is currently happening?
 What are we trying to accomplish?
 How would this drive business ob...
WHAT DID WE SEE HAPPENING?
 Store employees personal behaviour
EMPLOYEES NOT SO POSITIVE PUBLICLY
WHAT DID WE SEE HAPPENING?
 Associate Owners
 100+ independent pages, inconsistent branding/response
 Concerns over who...
Phase 1:
Audit, Objectives, Training,
Governance
Recruitment – metrics,
training
Phase 2:
Hiring Manager Pilot
Central off...
OBJECTIVES FOR SOCIAL MEDIA AT SHOPPERS
1. Guide and protect Associates and their employees in Stores and
employees at Cen...
CHALLENGES TO EFFECTIVE SOCIAL MEDIA USE
1. Compelling Content
 Social media is a conversation
 Conversation is around a...
SOCIAL MEDIA POLICY
 Necessary
 Outlines expectations,
consequences
 Provides guidance
 Doesn’t have to be how
you tra...
SOCIAL MEDIA AWARENESS
SOCIAL MEDIA AWARENESS
PERSONAL BRAND DAY
 Internal Profile
 External Profile
 Awareness of Settings
 Encourage sharing the right things publ...
STORE SPECIFIC TOOLS
MEASURE WHAT MATTERS
 Understand everything affects the brand
 Quantitative:
 Understand difference between Activity, O...
General Breakout Session: Social Media Recruiting Panel – Social Media Now What? Clint Philp, Manager, Employment Brand an...
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General Breakout Session: Social Media Recruiting Panel – Social Media Now What? Clint Philp, Manager, Employment Brand and HR Social Media, Shoppers Drug Mart

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General Breakout Session: Social Media Recruiting Panel – Social Media Now What? Clint Philp, Manager, Employment Brand and HR Social Media, Shoppers Drug Mart

  1. 1. © 2012 Shoppers Drug Mart. All rights reserved. Unauthorized duplication or distribution in whole or in part via any channel without written permission strictly prohibited. October 8, 2013 Clint Philp, Manager, Employer Brand and HR Social Media GETTING SOCIAL AT SHOPPERS
  2. 2. WHERE TO START? Ask:  What is currently happening?  What are we trying to accomplish?  How would this drive business objectives and outcomes?  How are we better served by sharing and collaborating?  Who is the audience? Is this information that can be made public? Then: Start Small Talent Acquisition Think Big All Employees
  3. 3. WHAT DID WE SEE HAPPENING?  Store employees personal behaviour
  4. 4. EMPLOYEES NOT SO POSITIVE PUBLICLY
  5. 5. WHAT DID WE SEE HAPPENING?  Associate Owners  100+ independent pages, inconsistent branding/response  Concerns over who was managing - lack of awareness/control
  6. 6. Phase 1: Audit, Objectives, Training, Governance Recruitment – metrics, training Phase 2: Hiring Manager Pilot Central office employee awareness rollout – video, communication, Ongoing – lunch and learn Phase 3: Partnering with Marketing Store toolkit, templates and awareness rollout – video, communication
  7. 7. OBJECTIVES FOR SOCIAL MEDIA AT SHOPPERS 1. Guide and protect Associates and their employees in Stores and employees at Central office 2. Sustain, protect and strengthen all facets of the Shoppers Drug Mart/Pharmaprix brand (consumer, employer) 3. Leverage our networks to help the Shoppers Drug Mart/Pharmaprix network succeed
  8. 8. CHALLENGES TO EFFECTIVE SOCIAL MEDIA USE 1. Compelling Content  Social media is a conversation  Conversation is around a topic (content)  Creating compelling content to engage an audience takes time, money and resources 2. Willingness and Ability to Respond Publicly  Social media is a medium for two-way communication  Speed and a response is expected to questions or concerns raised  Time is required to monitor channels, and reply with the right message
  9. 9. SOCIAL MEDIA POLICY  Necessary  Outlines expectations, consequences  Provides guidance  Doesn’t have to be how you train it Resources:  http://socialmediagovernance.c om/policies.php  www.socialmedia.org  Your network
  10. 10. SOCIAL MEDIA AWARENESS
  11. 11. SOCIAL MEDIA AWARENESS
  12. 12. PERSONAL BRAND DAY  Internal Profile  External Profile  Awareness of Settings  Encourage sharing the right things publicly
  13. 13. STORE SPECIFIC TOOLS
  14. 14. MEASURE WHAT MATTERS  Understand everything affects the brand  Quantitative:  Understand difference between Activity, Outcome metrics  Visitors, Apply starts by Source  Source of Hire  Qualitative:  Glassdoor, Indeed, Ratemyemployer.ca reviews and sentiment

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