Everybody Talks     …and we don’t like what they’re saying.    Overcoming negative press in today’s social                ...
Social Media                        Changes Everything           “      Social Media                  is changing         ...
The Rapid Evolutionof Social Media
Social Media   • Allows information to     travel at the speed of light   • What used to be a     conversation between two...
How Fast DoesIt Spread?          100,000 Likes          on the first day posted!
How Fast DoesIt Spread?                8.9M                 Hits
Our Challenge• Lots of negative buzz in the social sphere  about working at ServiceMaster companies.• Difference between i...
So What?Expend extraordinary effort and resources   to overcome these conversations:400,000 candidates sourced in 2012 to ...
Our Solution•   Get IN the Conversation•   EDUCATE Everyone            As HR profession                                 mu...
Get IN the                        CONVERSATION• If you’re not part of the conversation, you can’t  influence it!    • Part...
Glassdoor Feedback“In all honesty, a   “This companyvery poor place to   sucks BIG TIME”work”                     “Good pa...
Glassdoor Feedback “In all honesty, a   “Great benefits but very poor place      stressful job…good to work”             s...
Glassdoor Feedback“Leadership has          “Decent pay butgone down hill and       very seasonal andcompany doesn’t       ...
Glassdoor Feedback“Overworked,           “The worstunderpaid, never       company I’ve everrecognized for your    had the ...
Glassdoor Feedback
EDUCATE everyone• Teach your associates that everything they do can  influence the overall perception of a candidate, both...
EDUCATE everyone• Conduct front line Supervisor training   • Importance of associate interactions and social     media   •...
Be CLEAR• …on things like that are important to the candidate,  such as pay, benefits, career path, etc.• …on how the job ...
Be CLEAR• Provide realistic job previews for all high volume jobs   • Having veteran associates talk to potential new     ...
TRANSPARENT                         CONVERSATION              But admittedly, it hasn’t always been this way.             ...
SOLICIT feedback• Conduct Stay Interviews• Conduct Exit Interviews and use the information to  drive change.• Ask associat...
SOLICIT feedback• Drive participation in Voice of the Associate survey & share results• ServiceMaster Associate branding: ...
EXECUTE                        across platforms• Create an image  promoting being a proud  employee• “Share” corporate pag...
EXECUTE                         across platforms• Create company specific hashtag  e.g. #iloveservicemaster and have  cust...
EXECUTE                         across platforms• Purchase a branded  LinkedIn company page to  provide insight to your  c...
EXECUTE                          across platforms• Create a visually stimulating,  well designed page (see  Target)• Creat...
EXECUTE                       across platforms• Spoof a video in the same vein as Gangnam  Style, Call Me Maybe, Harlem Sh...
What will youdo next?
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Suddenly No Recruit Wants to Join Your Company: Battling the Very Real Risks of Social Media (Andrea Hough)

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Presentation from ERE Recruiting Conference 2013 by Andrea Hough

Published in: Career, Business
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Suddenly No Recruit Wants to Join Your Company: Battling the Very Real Risks of Social Media (Andrea Hough)

  1. 1. Everybody Talks …and we don’t like what they’re saying. Overcoming negative press in today’s social environment.Presented by Andrea Hough
  2. 2. Social Media Changes Everything “ Social Media is changing everything. “~Everyone, everywhere
  3. 3. The Rapid Evolutionof Social Media
  4. 4. Social Media • Allows information to travel at the speed of light • What used to be a conversation between two people will be viral in minutes • People are very BOLD in the social media space
  5. 5. How Fast DoesIt Spread? 100,000 Likes on the first day posted!
  6. 6. How Fast DoesIt Spread? 8.9M Hits
  7. 7. Our Challenge• Lots of negative buzz in the social sphere about working at ServiceMaster companies.• Difference between image projected and reality of the job(s).• Impacting the ability to drive candidate flow and hire.
  8. 8. So What?Expend extraordinary effort and resources to overcome these conversations:400,000 candidates sourced in 2012 to fill10,000 jobs$1,500,000 spent with big boardsMILLIONS spent on additional local advertising.
  9. 9. Our Solution• Get IN the Conversation• EDUCATE Everyone As HR profession must PARTICIPAT als, we E in• Be CLEAR AND INFLUENCE candidate’s expe the rience to transform the• SOLICIT Feedback media conversati social on.• EXECUTE across platforms
  10. 10. Get IN the CONVERSATION• If you’re not part of the conversation, you can’t influence it! • Participate in social media to not only promote conversation, but to answer questions, clear up misconceptions and address unhappy candidates. • Some feedback that you may originally view as bad may end up being one of the greatest positive influences to a candidate depending on how you solve/answer/describe the situation.
  11. 11. Glassdoor Feedback“In all honesty, a “This companyvery poor place to sucks BIG TIME”work” “Good pay, bad“Not a great environment”place to work” “Difficult place“Going downhill” for women and minorities”“Lots of false “Ashamed of thepromises and difference betweenquick to judge the company’smanagement” desired image and reality”
  12. 12. Glassdoor Feedback “In all honesty, a “Great benefits but very poor place stressful job…good to work” starting pay” “Assurance” “My thoughts on AHS” “Decent” “Difficult place for women and minorities” “Been here 8 years. Stressful job, but “Whether or not management does you like it will everything they can depend upon your to assist you with any personality” issues you are having”
  13. 13. Glassdoor Feedback“Leadership has “Decent pay butgone down hill and very seasonal andcompany doesn’t no room for careerknow where it is advancement”going at this point, a “A Disappointing andlot of people are Corrupt company”losing faith”“Worst company “Corrupt, Unfair,out there by far” Abusive, and“Unethical” Untruthful”“Terrible, horrific, “Management losthideous…” vision on this“If you want to work business”long hours and 6 “If you want to workdays a week for for an old boys club,minimal pay, this is this place is for you”the job for you”
  14. 14. Glassdoor Feedback“Overworked, “The worstunderpaid, never company I’ve everrecognized for your had the misfortunehard work, dead end, of working for”favoritism” “Very bad. Poorly“Worst place to trained and seemingly set upwork” not people”“Profit to fail”“Wonderful “This place is anuntil recently” absolute“Too much NIGHTMARE”favoritism” “Great job if you like“A demoralizing, the winninghigh pressure combination ofposition that incompetentconstantly leadership andchallenges personal ridiculousmorals for the sake schedules”of profit”
  15. 15. Glassdoor Feedback
  16. 16. EDUCATE everyone• Teach your associates that everything they do can influence the overall perception of a candidate, both current and future.• Create and roll out a social media policy • How to promote jobs and opportunities • How to engage/respond with candidates on social sites • What to use / not use during the interview process
  17. 17. EDUCATE everyone• Conduct front line Supervisor training • Importance of associate interactions and social media • Career development and mentoring • Importance of realistic job expectations, pay, work etc.• Host “Everybody Talks” webinars with suggestions on combating / preventing negative feedback
  18. 18. Be CLEAR• …on things like that are important to the candidate, such as pay, benefits, career path, etc.• …on how the job “really is”
  19. 19. Be CLEAR• Provide realistic job previews for all high volume jobs • Having veteran associates talk to potential new hires, highlight what a day’s work entails, the hardest part, easiest part, why they enjoy the work, etc.• Ensure more clarity on compensation – mileage, overtime, payment dates, etc.• Focus on career pathing and creating development plans
  20. 20. TRANSPARENT CONVERSATION But admittedly, it hasn’t always been this way. At TruGreen, you’ll see that youAs part of our renewed commitment, journey torewarded a company, we’re on a you’ll be redefine As will find more career rewards – onewith the benefits, advancement opportunities and stability ourselvesafter another. Our employees lawn and reinvest in our associates.only a company with 30-years of proven success and Why? Because we know that the people ofexperience canwork hard to do what’s best for provide. Not to mention the satisfaction of TruGreencustomers and of our business, are the backbone along theloving your job. their We hope you’ll consider joining us wayin our and it’s important that we take care of themjourney, and in have found some pretty greatcan be turn discover a career where you just as they do our customers. Our associates opportunities for themselves.proud of the success you achieve by doing things the right are critical to our success in reinventing ourway for your customers -- and you! customer experience, and in helping us to become the industry leader we strive to be.
  21. 21. SOLICIT feedback• Conduct Stay Interviews• Conduct Exit Interviews and use the information to drive change.• Ask associates with positive experiences to post on behalf of the company.• Create a Brand Ambassador’s program with tools to allow employees to promote the company.
  22. 22. SOLICIT feedback• Drive participation in Voice of the Associate survey & share results• ServiceMaster Associate branding: • Yard sign / bumper sticker: Proud ServiceMaster Associate • JPG image to post on “founder’s day” on Facebook, and during other special events.• Use verbatim VOA comments (with permission) to tweet, FB, GlassDoor, Yammer, etc.• Promote more ServiceMaster in the community tweets, Facebook posts, etc.• Ask associates with positive experiences to post on GlassDoor / to social media outlets
  23. 23. EXECUTE across platforms• Create an image promoting being a proud employee• “Share” corporate page news• Utilize targeted sponsoring to promote job fairs, Hot Jobs, Testimonials, corporate video content, and careers page
  24. 24. EXECUTE across platforms• Create company specific hashtag e.g. #iloveservicemaster and have customers and employees tweet• Post short videos aimed at job seekers on relevant topics (resume tips, interview questions, dressing for success)• Tweet short videos on why our employees love their job• Tweet a featured job each week
  25. 25. EXECUTE across platforms• Purchase a branded LinkedIn company page to provide insight to your company.• Use the data available on the page to understand and interact with your audience. • Message followers • Augment content to meet audience needs
  26. 26. EXECUTE across platforms• Create a visually stimulating, well designed page (see Target)• Create “boards” based on: • Job function • Topic (e.g. What to Wear) • Day in the Life videos • Testimonials • Awards • Etc.
  27. 27. EXECUTE across platforms• Spoof a video in the same vein as Gangnam Style, Call Me Maybe, Harlem Shake• Launch careers YouTube channel to include: • Diversity Initiatives • Leadership Profiles • Company News • Realistic Job Previews
  28. 28. What will youdo next?

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