Social Media Basics for Employment Brand


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Presentation from November 12, 2009 webinar hosted by CareerBuilder and Personified featuring Melissa Murray, Emerging Media Consultant on Social Media Basics for Employment Branding

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  • As you can see, the online social media space is dynamic and complex.  Some of these sites no longer exist, while even more have emerged – too many, in fact, to fit in this space.  The point of this image is that it is impossible to be highly involved in all these places.  And attempting to have a presence on all these sites can be time consuming and counterproductive (a new site can pop up in moments, so don’t be intimidated by a site you’ve never heard of). It is critical that you define your strategy, determine where your audience is and decide where you want to participate. 
  • Connecting on a personal or professional level – example: Tweet-ups / virtual career fairsSharing information Conducting business – Dell’s Twitter page has brought in millions through coupon codesPosting videos or photosSource business leads Using as a CRM tool – SalesForce, while not necessarily social media acts as one in companies which use itWriting and publishing blogs – HuffingtonPost, Mashable, TMZ, Seth’s Blog, CNN, O’Reily, FreakonomicsWriting reviews - cNetRunning polls and surveys -ResearchRecruiting
  • If Facebook were a nation it would be the 3rd largest nation behind China and India.Social media is a global phenomenon. more than 581 million Internet users (67% of its total users) have at least one social media account and this total is rapidly increasing every month.The growth of social media in other markets around the world is showing significant gains as well. The Middle East & Africa is the fastest growing social media market, with 27% growth since November 2008, followed closely by both Europe and Latin America with 20% growth, respectively, and Asia Pacific at 16%When we look at the global landscape more that 581 million internet users have at least one social media account.The most saturated social media market is N.A. at approximately 71% of this market’s total Internet users have an active social media account —grew 4% between November 2007 and June 2008. Current estimates show more than 100 million persons in the United States alone are active in at least one social media network. (That is 1/3 of the eligible workforce)
  • “Our research shows that Facebook clearly understands the value of their network,” Tom Anderson, Anderson ConsultingStudy by Anderson Analytics: 75% said Facebook was their most valuable network. 30% said LinkedIn was their most valuable network. 12% said Twitter was their most valuable network.The second slide showed the enormous number of social networking sites. Here I wanted to highlight the ones with the strongest presence in theUnited States.Facebook is clearly the largest and most influential social network. They have 300 million users worldwide and about 50% of them return to thesite each month and most of that 50% returns to the site multiple times a day.MySpace has about 125 million users, this site is very focused on music and entertainment and the demographic tends to be much younger thanon Facebook.LinkedIn is a professional network with over 43 million users worldwide and the average income of a user is $109k, this is a strong site with thisniche audience (hard to believe that 43 million is niche, but in this world it is).Twitter has been the growth story of 2009. There are plusses and minuses to all of these sites, but Twitter seems to elicit the most controversialdiscussion – people love it or hate it.User age groups are also staggering. We would expect to see high numbers in the 15-20 something demographic but who would have guessedthat 60% are over 55 with the fastest growing segment being 35-44 year olds.
  • The top 20% of social network users visit networking sites 2.4 times per day, on average, and spend 31 minutes on them—twice as long as the same users spend with e-mail or instant messaging. Source: marketing/PR professionals polled increasing social media spend in 20093
  • Using social media to initiate conversations and rally people is an undeniable culture shift. One, so powerful, that leading brands cannot ignore the un-yielded opportunity to capitalize on it. Social media is an essential component to any branding strategy. Forrester Research indicates that 43% of online users polled trust information from social networking profiles of people they know. This is considerably higher than that of company-driven email (28%) and social networking profiles (18%) and blogs (16%), the power of recommendations from friends and acquaintances is highly-valuable. To win in this environment, a brand must participate in the conversations online involving its brand to provide the right information. In addition, the brand should pull together evangelists who feel passionately about that message and can endorse it within their networks.
  • Branding – Allows people to get to know your brand and understand what your company is about. IS NOT ABOUT DRIVING EOIOpen dialogue – the perfect venue for finding out what talent really wants and thinks about you as an employer. Use their insights to improve your brand and even recruitmentUnwanted communication – Respond to or delete unwanted communication so you can drive the conversations and be in the know about what people are saying about your company.Employees- show employees that you care about what people think about you as an employer and that you care about your employees – then let your employees tell their stories about you as an employerRelationships – talking and engaging with candidates helps to create a community and then when you need to recruit, followers and fans will be more willing to speak with you or refer other individualsStatus – because of the communication, you can always find out where your brand stands and you can track the sites to learn what people are resonating with in order to tweak your communicationsWhat if they already have a page?As page grows, so will fan interactionsNeed to stay on top of responsesSocial media is constantly changing We are constantly looking for new tools, features, sites, and techniques to improve We test on our pages and then only give clients what really worksLearn tips and tricksWe walk clients through how to engage fans, what content to use, and best practicesProvide stealth ways to use free areas of social media to gain more fansNeed to integrate with other recruitment or marketing activitiesNot truly effective until it is integratedShould integrate with email, web site, campaigns, other social media, etc.Do they know what people are saying outside of that page?
  • Recruitment branding, consumer, or both?Blog, tweets or video? Facebook, Twitter, or LinkedIn? Choose one place to start.Listen first, act later.Why do people want to connect with you? What are you promising them?Listen more, learn lessons, and use those observations to take action.Share unique or persistent openings.Use video, photos, and a combination of rich media to engage your audience.A presence on Facebook, Twitter, and having content on Digg can boost your company’s SEO.If you build it, they will come does not apply. Promote! Add your site to email signatures, print and online materials, and run paid ads. Dedicate resources – what you put in will determine the rewards reaped.
  • Don’t post anything that you wouldn’t want your mother, father, kids, boss, client or even potential employer to read. Write what you know; be current and be relevant.  This is the best way to be interesting and garner followers.  Don’t speak about an area outside of your expertise; you risk being challenged, posting redundant content and negating the other messaging out there. If you are talking about something, Differentiate your personal and professional identityBe transparent and honesto not use racial or ethnic slurs, personal insults, obscenities or engage in conduct that would not be acceptable in the workplace or anywhere else. Be considerate of other people’s sensitivities to certain topics like politics or religion.Use a disclaimer when necessaryIf you see your company represented in an unfavorable light, disagree with someone’s opinion or think a member of the media, analyst or blogger has misrepresented you, do not make unnecessary or unproductive comments. Check with Leadership or Corporate Communications teams to see what their response is, if any.  If they choose not to respond, but give you the ok to do so, be factual and respectful in your response. Don’t talk about the competition.Period. Again, leave that to the Leadership or Corporate Communications teams.Keep internal email, documents and information confidentialRemember that public blogs are just that: public. Don’t use a public forum as an intranet.Clients and partnersLeave nothing to misinterpretationDon’t talk about clients even in general unless it is positiveKnow the boundaries of what our clients want to be public knowledgeIf you are blogging about your company or the work you do, make that clear and identify yourself. If you identify yourself as an employee on a personal blog or social media page, whatever you say will be associated to you as an employee.What you write about can be read by anyone and will be perceived as a reflection on the company, its employees, its leadership, its owners and its clients.
  • Social media are media designed to be spread through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many)67% of Internet Users, 581 million people, Worldwide and companies use it to attract attention and enhance reputationThere are 10 simple steps you can follow to start When you link it to your recruitment process Strengthen employment branding, you can Target your ideal candidate based on user generated information and Promote your company and industryFinally, make sure you do it properly and follow the basic etiquette rules
  • Social Media Basics for Employment Brand

    1. 1. Social Media Basics for your Employment Brand<br />Melissa Murray, November 12, 2009 <br />
    2. 2. Agenda<br />What is social media? How are people using it?  <br />Why I need to consider it for my company? <br />How do I use it into my recruitment process?<br />Where do I start?  10 steps<br />What do I need to know about the basic etiquettes? <br />
    3. 3. What Is Social Media?<br />Image courtesy of Brian Solis, PR 2.0,<br />
    4. 4. Use of Social Media<br />Connecting personally/ professionally<br />Sharing information<br />Conducting business<br />Posting videos/photos<br />Sourcing business leads<br />Using as a CRM tool<br />Publishing blogs<br />Writing reviews<br />Answering polls/surveys<br />Researching information<br />Recruiting <br />Image courtesy of Wiredset,<br />
    5. 5. Social Media Growth<br />67% of Internet users worldwide are using social media<br />20% growth<br />Europe<br />16% growth<br />Asia Pacific<br />71% penetration<br />North America<br />27% growth <br />Middle East & Africa<br />20% growth<br />Latin America<br />Statistics courtesy of Forrester Research, 2009<br />
    6. 6. Which Networks Matter and Who’s Using Them?<br />Percentage of Worldwide Internet Users<br />Age<br />Source: Graph 1: Facebook statistics, July 2009; MySpace and LinkedIn: comScoredata, <br />July 2009; Twitter: Mashable and comScore data, July 2009. Graph 2: Nielsen Online, 2009<br />
    7. 7. Why Companies Are In The Game<br /><ul><li>36% of online users think more positively about companies that blog1
    8. 8. 69% of online users read blogs and write reviews1
    9. 9. 19%read RSS feeds and tag internet content1
    10. 10. Social networks more popularthanemail2
    11. 11. 85%of businesses participating in social media by way of blogging1
    12. 12. 39%of Fortune 500 are now blogging, 20% increase in one year4
    13. 13. 77%of Fortune 500 use a social media tool5
    14. 14. 44%report social media as “very important” to business/ marketing strategy5</li></ul>1 Forrester Research, 2008; 2 Nielsen Online, 2009; 4 Society for New Communications Research, July 2008; 5 University of Massachusetts Dartmouth and Financial Institution, Inc., December 2008<br />
    15. 15. Why Consider It?<br />It Promotes Credibility: <br />Brands are defined by the experiences and opinions of employees and consumers, not necessarily what the brand seeks to convey<br />43% of online persons trust information posted by people they know over other sources <br />Buy-in from brand evangelists who can passionately endorse a message within their networks can prove extremely influential<br />It Generates Valuable Feedback<br />Social networks provide the opportunity to interact with talent, asking and answer questions<br />It’s Expected<br />People demand authenticity and responsiveness from brands<br />1 Forrester Research, 2008, image source:<br />
    16. 16. How To Use it in the Recruitment Process?<br />Develop new, passive talent streams as you prepare for recovery <br />Strengthen employment branding<br />Engage talent in open, personal dialogue<br />Improve employee advocacy and engagement<br />Create more meaningful relationships with talent<br />Proactively recruit talent who is passionate about your brand<br />Target your ideal candidate based on user generated information<br />Promote your company and industry<br />Drive traffic to your company brand page and/or career site<br />
    17. 17. Where to Start? 10 Steps<br />
    18. 18. Social Media Policies & Etiquette<br />Written Rules<br />Help employees and recruiters align with overall goals<br />Defining when personal communication becomes professional<br />Don’t just focus on what not to do; tell employees what to do and promote employee advocates<br />Unwritten Rules<br />Be transparent and authentic<br />Remember you are in public<br />Use common sense!<br />
    19. 19. Summary<br />Social media is…<br />Companies us it for…<br />It is easy to start<br />Tie it to the recruitment process<br />Follow the basic rules<br />
    20. 20. Learn More<br />Connect with us!<br />Employer blog:<br />Facebook:<br />Twitter:<br />Register for our next webinar on on Tuesday, December 8th Employment Brand Strategy for Social Media:<br />For more questions, contact your sales rep or email<br />
    21. 21. Special Offer for Webinar Attendees<br />Sign up for CareerBuilder’s Facebook Brand Management, and we will set up and manage your BrightFuse group for free for 6 months!<br /><ul><li> Learn more about CareerBuilder / Personified social media management:
    22. 22. Learn more about Personified and connect with us at:
    23. 23.
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    26. 26. Learn more about BrightFuse:</li></ul>Offer valid through 12/15/09. <br />Terms and conditions apply, new contracts only.Contact for more information.<br />