Social media in HR 2011


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Social media has taken the business world by storm. Many companies struggle as they try to build successful strategies with social networking tools. When used purposefully, these media can communicate not only products and services, but also business goals, vision, mission, and values. Social networking has great potential in marketing, sales, customer service, and recruitment efforts. Human resource professionals can be catalysts in addressing the social media challenge in their organizations. This workshop will describe common business uses of social media with real life examples. As a result of this program, participants will be able to:

• Identify the business benefits of social networking
• Leverage social media to increase effectiveness of corporate communication
• Build a successful social media strategy within their companies
• Measure social media ROI (Return on Investment).

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  • Ways your company can use social mediaHR can drive this revolution in an organization
  • Blogger since early 2000’s, FB since 2006, Twitter since August 2008Use plethora of other social media16 years providing technology advice to HR and Payroll departmentsHow many here:Use a smartphone? End of 2010, 1.2 billion people now carry smartphonesUse GPS? Tweeted that they were here today?
  • There are no experts. It is (still) new and constantly evolvingEveryone is trying to figure out how this stuff works. It takes strategy.
  • DEFINED: “Web-based services that allow users to create online communities based upon shared interests & activities & interact in a variety of methods: messaging, email, pictures, video, etc.“
  • Wordle (word clouds)Connect with people to start discussions and share content, building communitiesCommunicating to others via Web 2.0 toolsCollaborating with your customers, employees, and peers to improve your brand.Provide clarity and transparency about yourself & your company.Cultivating loyalty and trust.Convergence – a complete transformation on how we do everything – chat, video, messaging, file sharing, blog, images, music, etc.Exciting and unnerving
  • A fundamental shift in the way we communicate, network, and organize our lives.ALL Media is now Social MediaWhat’s most exciting: Ultimately, it’s NOT about technology, it’s about people
  • Too many sites, too much information Susceptible to viruses & spam Nucleus Research – 1.5% of total office productivity was decreased by Facebook in 2009 Sock Puppet – posting positive comments about company/brand but do not disclose that they are affiliated with it. Company/brand loses credibility and trust. Saying negative things about our company/brand, or other organizations (which makes us look bad)
  • - 3 our of 4 Americans use social technology.- Older demographic is flocking to social media. 41% of FB users are over age 35. -“Your brand isn’t what YOU say it is, it’s what GOOGLE says it is…” – Chris Anderson, Wired Magazine editor in chief. Failure to engage cedes control of your brand to others.- Thinking one can ban the use of social media is analogous to banning the internet, or phone use.
  • One Size Doesn’t Fit ALLCoke’s lauded policyOnly 3 pages long, great template5 expectations on personal behavior
  • Associate’s personal behavior in Online Social Media – 5 pointsAlso have 10 principals for “Certified Online Spokespeople”
  • OttoRohwedder invented in 1912. Wonder Bread started selling sliced bread nationwide in 1928.It took 16 years for the idea of sliced bread to spread to popularity. We are still in the infant stages of social media, and most businesses don’t know what to do.
  • Branding - most promising use of social mediaCommunicate with employee’s, two way dialogue. Keep them intellectually and emotionally engagedBottom up conversations – value ee’s ideas, show interest in themLearning – Gartner: 80% learning comes from informal trainingAccelerate knowledge sharing, nurture social communities
  • Social Recruiting – big win for HR right nowSHRM – “Biggest investment challenge over next 10 years” - Obtaining and Optimizing Human Capital – 47%Performance-driven CultureFilling Leadership PipelineDeveloping Skills to Address Business Challenges86% of Americans plan to look for a new job in 2011 – CNN Money
  • Cost – Newspaper - $3295; Web - $377; 2.0 - $9788% look for jobs online, 60% apply onlinePassive Job Seeker – employed and not actively seeking a new opportunity (job hunting consumes 0% of their time)60% think that hiring passive candidates results in better employees – LinkedIn poll, 2009Candidates are connected, informed, and are using social mediaHunters have become the hunted ( - Candidates will research and engage a potential employerTransparency – reveal the human side of your organization, build reputation, put a face to your business rather than a corporate BRICK WALL
  • My son – “can you fast-forward these commercials?”GenZ (GenI) – “Digital Natives” - DVR, mobile phones tethering, Social Media GenY (millenials) – in 8 years, they will make up 50% of the workforce (source: Sirona)28% of millennials plan to seek work through LinkedIn, according to a report by I Love Rewards and Experience Inc.Strauss and Howe theories on generationsKids are leading the world’s transition to digital media. Not afraid of technologyHaven’t spent years getting used to anything else.
  • SHRM Article on “Social Media Neglect” - Top 5 mistakes:No social media planNo policies on social mediaFailure to tailor plan to audienceWeak contentEfforts stagnateKnow who your customers are – your employees, your culture, your business. What are they currently using?NOT a hobby, NOT doing it for fun
  • Build a roadmap, identifying specific objectives and outcomesBuild a game plan, tactics and technologies that support SM objectivesDefine Goals & Objectives – objectives are goals + “how to”Learn the terminology to this stuffOptimize your website, and bring everything back to your siteExpand upon your website with social media toolsBe open, approachable, engaging, and transparent; maintain a presenceYou must invest time to get people involvedRefine based on metrics – how did we do, is it working?
  • SMART GoalsQuantitative benefits – those that can be measuredUse metrics to support these benefits/goalsHire great peopleHire great people quicklyHire great people quickly while spending less
  • Albert Einstein - “Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted.” Numbers aren’t the whole picture, they should inform a decision, but not drive them.Qualitative measurements – 83% people look to a friend’s opinion when buying somethingHas traffic gone up because of our engagement? More trusted?Influence (not popularity) is the important factor. Bigger reach and greater audience.What was the candidates overall experience like? Have we built a better relationship with our employees during the hire process?Have we helped other areas of our organization? Marketing, etc?
  • TECHMOLOGYLOL and OMG added to Oxford English Dictionary – March 2011Microblog – blogging in 140 words or less. Text message, TwitterWiki – Many people collaborating on content. Wikipedia – 13 million articlesRSS – Standardized content distributionFeed – news aggregatorSEO – Search Engine Optimization – process of improving the volume or quality of traffic to our websiteAlerts (ego searching) – specify words that you want search engine to check periodically and send you the resultsMashup – smart mixes to combine several web tools to create new web servicesSock Puppet – masquerade as someone your not: Praising a company as a customer, while actually working there
  • How many people think their company is a great place to work? How do candidates find out?Present a message on how your people and customers are valuedJob Post Optimization – Get inbound recruiting (people seek you out like when they Google searches) Review your title (position and hook), focus on buzz words, convey the position, Use Tags & Keywords“How It’s Made”, “Modern Marvels”, “Undercover Boss” – inside look at companies. Personalize & Humanize our organizationBy 2013, mobile will take over PC/Laptop use. 75% Americans will be mobile workforce
  • NASA circa 1997
  • Multimedia experience“Connect” to NASA via social mediaRSS news feeds
  • Get blogging and podcastingBuild communities on social media sitesDevelop relationships with customers, vendors, employees, and potential recruitsOptimize your listing (via your site, job boards, social networks, ad banners, job search engines, etc) to allow best candidates to find an apply
  • Not the be-all, end-all set of toolsThere is no right way to use this stuff, what works for one may not work for another.These tools might be new to your organization, but could improve organization as a wholeStrategic – HR’s impact on the entire business
  • Standardized “techie” format – metadata using XMLUpdates are automated, so when you update your site, the RSS updates thousands of areas on the webKeep recruiting information up-to-date on thousands of websitesFor users – easily stay informed by retrieving latest content from sites you are interested in.Feed Reader (Aggregator) - Google Reader, Yahoo News, etc.
  • Manage all web feeds, news sites, blogs in one place
  • Great place for professionals to start
  • 120M users - Largest professional network - the Internet’s structured resume databasePublic profiles with online resumes – career history, education, associations, certifications, industry geography, passions, skills80% college or grad school educated, Avg age 40+Massive pool of passive candidatesReference checking
  • 93% of over 600 recruiters polled in a LinkedIn Survey said that they have used LinkedIn to successfully hireJobs are forwarded 11 times on averageApplicants can save jobs, follow companies, and forward jobs to others
  • Your company site and your careersFollowers, statistics on the company/employees, direct integration with corporate website
  • Answer questions and become the expert (raise your profile on site)Collaboration, communication, engagement
  • Facebook?
  • Lets people keep up with friends, upload photos, share videos and links, and learn more about their group of friendsOver 700 million users60 million status updates daily, 50% log on dailyUse fan pages, group and event creation to attract followers and build a communityCreate applications – generate content that a user finds relevant, interesting, and fun! Facebook Connect allows users to share content from your sitePPC (Pay Per Click)Use of internet searches for employment is lawful in US Court (David Mullins v. Dept of Commerce 2007)If people share their information about themselves on the public web, then it’s there for public consumptionNot lawful when information concerning race, age, gender, sexual orientation, or religion is used for employment decisions.
  • Fan Page – long term relationships with employee’s, colleagues, job searchersAd buy campaigns
  • Integrate your website with FB – Facebook ConnectSocial plugins – embeddable social features, Like Button, Activity Feed, Recommendation feedAuthentication – user’s sign into your site via Facebook loginPersonalization – once they log in, you can customize their experienceAnalytics – data on the folks visiting your site
  • Leverage FB friends to get an inside track on a jobJob Seekers utilize FB profile to receive customized job recommendationsBased on previous job titles, location, interests, friends companies.
  • Gets a bad rap, Loads of spam27M tweets per dayBut, when coupled with other sites, could be a good recruiting toolIf your sector of people you’re looking to hire aren’t Twitter users, then don’t recruit via Twitter
  • Microblog, 140 chars or lessTwitter is not a job board. It’s a social network. Twitter is a Search Engine – search.twitter.com65 out of 100 fortune 100 companies tweet, more than Facebook (54%) or blogging (33%)90% of Twitter users follow brandsUse terms, hashtags (#jobs, #recruiting, #hiring)wefollow, twellow, tweetdeck, etc to FIND PEOPLEUnderstand your customers, Mine your competition’s data
  • Two ways to use Twitter:Without Posting- for people by location,industry, hashtag, date range, ego
  • Two ways to use Twitter:1. Without posting- Tweet Beep – Works like Google AlertsTwitJobSearch, TweetJobs, Twitterjobcast – aggregation of all jobs in twitterverse
  • Two ways to use Twitter2. With postingTwitterfeed – post RSS directly to twitterTwitHire – post TweetMyJobs – enterprise solutionsThe channels can and should interact with one another
  • File Sharing, Blogs, Wikis, Microblogging, ForumsTown Halls, BasecampYammerGoogle DocsSharepoint
  • and it’s counterparts allow you to shorten web links
  • This is a long-term strategy. You will not solve short-term probs with it.There are still very few case studies to show how social media in business is a success.There are a lot of great free and paid for software applications that can help youInvolving others in your organization can keep your company active
  • Metrics – Show valueGoogle Analytics – enterprise-class web analytics, free web traffic – URL shortener with advanced metrics/trackingSocial Mention – real-time search and analysisHootSuite – social media dashboard, track results, manage teams, scheduling
  • Starbucks – 16,000+ stores, 200,000 partners, Their philosophy: “2-way real-time interactive conversations to create connections and relationships and begin building a sustainable talent advantage.”Moving away from promoting career center firstLearn more about them, talk to them, then applyCareer Center, located on their homepage – research showed “why I work at Starbucks” videos get people to applyIntegrate Social media sites to landing pagesMobile apps & SMSMarch 2010 – database has grown to 75,000 prospectsFY10 – 27 Store Manager & Assistant Manager Hires
  • Ford Motor Company - Started it as a hobby, in July 2009 built a strategyGot support from senior leadership, who identified SM as a strategic priorityScott Monty – Head of Social Media - 100 top marketers 2009, top 20 social media all-stars, coined the term “tweetup”25% of all marketing is social – replaces their blogHumanizes the company – “Your story is Ford’s story”Follows trends (has a futurist)Ford Fiesta Movement – through social media only, they made 60% of the public aware of a car that hadn’t even debuted in the US, without spending a dime on traditional media (Source: fan page, YouTube videos & Flickr fan photos, twitter (what people are saying about Ford)Fact sheets, documents on Scribd, Website bookmarks on delicious
  • Social media in HR 2011

    1. 1. Social Media in HR<br />Harold Ford<br />Dresser & Associates, Inc.<br />
    2. 2. Objectives<br />(quick)<br />^ Intro to Social Media<br />How to Leverage the Social Universe<br />Building a Social Media Strategy<br />Web 2.0 Tools to Use<br />World Class Examples<br />
    3. 3. Who is this guy?<br />Self-Professed Geek<br />Early Adopter<br />HR Strategist<br />HR/Payroll Systems Expert<br />Trusted Advisor<br />Social Media Advocate<br />
    4. 4.
    5. 5. What do you think of when you hear the term ‘Social Media’?<br />
    6. 6.
    7. 7.
    8. 8. Social Media Issues Fears<br />Information Overload<br />Security Risk<br />Productivity Killer<br />Negative Branding<br />Legal Risks<br />
    9. 9. Social Media Myths<br />It’s just a fad<br />It’s for kids<br />It will hurt our brand<br />We can BAN its use<br />
    10. 10. Social Media Policy<br />Five Core Values<br />Transparency in every social media engagement<br />Protection of our consumer’s privacy<br />Respect of rights in social media space<br />Responsibility in our use of technology<br />Utilization of best practices<br />
    11. 11. Social Media Policy<br />Personal Behavior Expectations<br />Adhere to the Code of Business Conduct<br />You are responsible for your actions<br />Be a “scout” for compliments and criticism<br />Let experts respond to negative posts<br />Be conscious when mixing your business and personal lives<br />
    12. 12.
    13. 13. Social Media Business Uses<br />Human Resources<br /><ul><li>Sourcing & Recruiting
    14. 14. Onboarding
    15. 15. Learning
    16. 16. Scheduling
    17. 17. Thought Leadership
    18. 18. Engagement
    19. 19. Communications</li></ul>Business<br /><ul><li>Branding
    20. 20. Marketing
    21. 21. Public Relations
    22. 22. Customer Service
    23. 23. Loyalty Building
    24. 24. Customer Acquisition
    25. 25. Networking</li></li></ul><li>Evolution of Recruiting<br />Web 1.0<br />Post to job board<br />(Push information out)<br />Large, unknown audience <br />Unfiltered applications<br />Superficial contact<br />Web 2.0<br />Many-to-Many dialogue<br />Rich media experience<br />Targeted, niche audience<br />Viral distribution<br />Qualitative contact<br />
    26. 26. Reasons to Recruit Socially<br />Cost<br />Fish Where the Fish Are<br />Candidates aren’t Candidates<br />Candidates are Smarter<br />Relationship Building<br />Corporate Transparency<br />
    27. 27.
    28. 28.
    29. 29. YOUR Social Media Strategy<br />Define your Goals & Objectives<br />Learn the Lingo<br />Optimize Your Foundation<br />Build & Brand<br />Take Small Steps But Be Active<br />Experiment, Measure, & Analyze<br />
    30. 30. 1. Define Goals & Objectives<br />Identify 3-5 Potential Benefits<br />Decreased Cost per Hire<br />Better Quality of Candidates<br />Decreased Time to Fill<br />Higher Job Offer Acceptance Rates<br />Better Hires<br />Longer Retention Rates<br />
    31. 31. 1. Define Goals & Objectives<br />Identify 3-5 Potential Benefits<br />Contact with Passive Job Seekers<br />Increased Engagement<br />Better Candidate Experience<br />Increased Employer Visibility<br />Increased Brand Loyalty/Awareness<br />Search Engine Optimization<br />Competitive Advantage<br />
    32. 32. 2. Learn the Lingo<br />
    33. 33. 3. Optimize Your Foundation<br />“Sell” your company<br />Vision & Mission<br />Values & Culture<br />Employment<br />Provide Content<br />Blog, Video, Documents<br />Be “Mobile Enabled”<br />
    34. 34. 3. Optimize Your Foundation<br />
    35. 35. 3. Optimize Your Foundation<br />
    36. 36. 4. Build & Brand<br />Content Syndication (RSS)<br />Mashup Advertising<br />Social Network Pages<br />Social Media Advertising<br />Gadgets/Widgets<br />
    37. 37.
    38. 38. Real Simple Syndication<br />RSS Feeds<br />Standardize your message<br />Syndicate it to the web <br />Automate the delivery<br />Broadcast everywhere<br />
    39. 39. Real Simple Syndication<br />
    40. 40.
    41. 41. LinkedIn<br />Why?<br />120million Online Resumes<br />Referrals/Forwards<br />Reference Checking<br />How?<br />LinkedIn Jobs/Recruiter<br />Professional Groups<br />Company Details<br />Question & Answer<br />
    42. 42. LinkedIn<br />
    43. 43. LinkedIn<br />
    44. 44. LinkedIn<br />
    45. 45. Facebook<br />
    46. 46. Facebook<br />Why?<br />750 Million Users<br />High Daily Activity<br />Detailed Profiles<br />How?<br />Business & Fan Pages<br />Ads<br />Widgets & Applications<br />
    47. 47. Facebook<br />
    48. 48. Facebook<br />
    49. 49. Facebook<br />
    50. 50. Twitter<br />
    51. 51. Twitter<br />Why?<br />Find People (200Million)<br />Real-Time Engagement<br />Post your #jobs<br />How<br />Post/Link to Career Content<br />Use Third Party Sites/Tools<br />Research<br />
    52. 52. Twitter<br />
    53. 53. Twitter<br />
    54. 54. Twitter<br />
    55. 55. Internal/Enterprise Social Media<br />Socialize Intranet<br />Enhance Training<br />Transfer Knowledge<br />Engage Employees<br />Foster Teamwork<br />
    56. 56. Other Great Tools<br /><br />URL Shortener<br />AddThis<br />Allow others to share your jobs, blogs, etc.<br /><br />
    57. 57. 5. Small Steps but Be Active<br />Small Steps<br />Pilot Program<br />Split Sample<br />Be Active<br />Quality over Quantity<br />Engage your network<br />Try new tools<br />
    58. 58. 6. Experiment, Measure, & Analyze<br />Metrics<br />Google Analytics<br /><br />Social Mention<br />Hootesuite<br />Facebook Insights<br />Twitalyzer<br />TweetStats<br />
    59. 59. World Class Examples<br />
    60. 60.
    61. 61.
    62. 62. IBM<br />Proctor & Gamble<br />Best Buy<br />Amazon<br />World Class Examples<br />Dell<br />Nestle<br />Wendy’s<br />Sodexo<br />Microsoft<br />
    63. 63. Thank You!<br />