White Paper: Top 10 Social Media Myths And Your Online Reputation


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White Paper: Top 10 Social Media Myths And Your Online Reputation

  1. 1. Top 10 Social Media Myths and Your Online Reputation hodes.com/listenin
  2. 2. All the 1 information 2 candidates 3 need to know 4 is found on our 5 careers page. 6 7 8 } Your website is top-notch; you’ve added videos, pages of content and employee testimonials. Not enough. Job seekers want more. clear, comprehensive policy on employees using social media. While developing theirs, IBM used an interim policy: “Don’t do anything 9 10 stupid.” Kind of says it all. Through online user-generated content in social media, job seekers can read about what } Increasingly, this information may carry more it is like to work at your company from the weight than the scripted copy you’ve placed perspective of your actual employees. This on your website. It’s more important than ever is authentic information. Just what they are to encourage your employees to share their craving. positive experiences on cyberspace. } Like it or not, candidates, current and former } Candidates are increasingly relying on employees can say almost anything they want authentic user-generated content to get an about your company on forums, social networks inside and unvarnished look at the company. and blogs. It is imperative for you to have a hodes.com/listenin
  3. 3. 1 HR doesn’t 2 need to be 3 involved in our 4 social media 5 strategy. 6 7 8 9 } Social Media is often viewed as just another marketing channel, but it is so much more. it is a completely different approach to interacting with candidates and employees. } Sure, you can advertise in a social media environment, but the true return on investment comes from developing communities, creating content to be shared, and talking and listening 10 directly with candidates. } Partnering HR with Marketing can keep your social media messages clear, making sure } HR professionals should take the initiative the employer brand benefits along with your in becoming involved and making sure consumer brand. that the employer brand is conveyed within this strategy. hodes.com/listenin
  4. 4. 1 Every employer 2 should have 3 a blog and 4 a Facebook page. 5 6 7 8 } Not every social media channel or tactic is right for every employer or company culture. examples of great Facebook pages that have been developed by recruitment teams for their companies. The key to both of these is 9 10 } Depending on your reputation, a blog might that there is a strategy—who will manage be just another forum for your job seekers, the effort? What is the goal? What are you employees, and former employees to vent. trying to accomplish? It’s important to understand what is currently being said before potentially opening the flood } A good Facebook page isn’t just a huge gates to criticism. ad. It should be a platform for developing relationships, sharing content, and more. } There are many great sites out there in the blogosphere that have been created by } Before you jump in to any new platform, make recruiters in an effort to have their employer sure you understand how, and if, it will fit into participate in Web 2.0. There are also your overall strategy. hodes.com/listenin
  5. 5. 1 2 When candidates 3 Google our 4 company name 5 they easily find 6 our career site. 7 8 9 10 } Unless your site is search engine optimized } While doing a Google search for “get a job at” and you have relevant content that can be and the name of one of the country’s largest easily indexed, there’s a good chance your job retailers, you’d think their career website would seekers are going to see a forum review or news show up first, right? Wrong; not even in the article before they even get to your site. top 30 search results! hodes.com/listenin
  6. 6. 1 Social media is a 2 magic bullet 3 that will let us 4 cut out 5 other means 6 of marketing. 7 8 } Participating in social media needs a long term strategy that starts with listening and } While many of the tools that can be employed in social media marketing are free to use, 9 10 understanding the current state of your integrating these tools into an overall candidate online reputation. communication and community building program requires skill, time, and money. } To build a community, distribute content, and get people actively discussing you as an } Success with social media takes an integrated employer can take time. approach, strategy, experience, and know-how. } Social media is not an advertising campaign, } Building a career site, company page, and/or it’s a permanent approach to communicating community site that incorporates interactivity with candidates. and allows user-generated content takes immense skill and is not inexpensive. hodes.com/listenin
  7. 7. 1 Social media 2 is only used 3 by kids 4 looking to 5 socialize with 6 their friends. 7 8 9 10 } More than half of Facebook users are outside } The average age of a LinkedIn user is 45, and of college1. the average age of a Twitter user is 31. } The fastest growing demographic is that of 1 http://www.facebook.com/press/info.php?statistics those 30 years old and older1. hodes.com/listenin
  8. 8. There is no 1 business case 2 for social media; 3 it’s impossible 4 to track or 5 determine ROI. 6 7 } ROI isn’t as elusive as people think. Measurement tools are there, you just need a trusted partner that knows how to use them } Social media efforts are not only trackable with web analytics, but, more importantly, in newer numbers such as direct interactions, 8 9 and analyze the results correctly. whether in the form of number of page fans, number of views, comments, or number of } In fact, performing an initial audit to assess community members. the state of your online employer reputation gives you a detailed report showing what is } However, there are no guaranteed results. 10 being said, where the conversations are taking It requires effort and care on the side of the place, and the sentiment about you. employer and interaction is dependent on the candidate choosing to do so. If the information } Online reputation should be monitored shared is not interesting or relevant to them, monthly, and the initial audit serves as your then it will not work. Period. reputation baseline. } The impact of your social media strategy can be seen through the effects to your online reputation monthly reports as compared to your initial audit. hodes.com/listenin
  9. 9. 1 Relationship 2 marketing 3 is done 4 through 5 6 email. 7 8 9 10 } There are many ways to connect and build } Text messaging, RSS feeds and sites such relationships with your candidates beyond just as Facebook, LinkedIn, Ning, and Twitter e-mail newsletters. enable you and your employees to share rich information about what it is like to work for } Build a candidate community directly within your company. your career site. hodes.com/listenin
  10. 10. 1 2 We need to 3 control the 4 conversations 5 about our 6 employer brand. 7 8 9 10 } The truth is that you cannot control the photos, and videos within social networks, the conversation, you can at best steer it. Because conversations are already going on and they are it is a “conversation,” it is liable to go in completely outside of your control. different directions than you might have } Leverage this trend; user-generated content planned or anticipated. By having a clear, keeps the information fresh and authentic. coherent strategy for social media, you can use that strategy as a “guiding star” to point the } Candidates today expect to be able to get a discussion in the direction you want it to go. first person view point of what it is like to work for your company. } Because people today are comfortable sharing information, perspectives, experiences, hodes.com/listenin
  11. 11. 1 If we just 2 3 ignore all of 4 this it will 5 6 go away. 7 8 9 } Conversations are already taking place at a record pace whether you are involved in them } Social media is the ultimate expression of your employer brand because brands are all about 10 or not. relationships. The stronger the bond you forge in the relationship the more valuable your } Search Engines have become the TOP way for brand becomes. Online employer reputation candidates to find career information, and the management is a business imperative. content produced within social networks and forums is very search engine friendly. hodes.com/listenin
  12. 12. Get started by putting an ear to the ground and assessing your brand from the bottom up. Now that you know the fact from the fiction, continue the conversation with an Online Reputation Audit by contacting us at 888-438-9911 or info@hodes.com. hodes.com/listenin