GENERATIONS AT WORK: GENERATIONAL USE OF SOCIAL MEDIA AS RELATING TO THE HR INDUSTRYWednesday May 2, 2012PHRA Spring Social Media Breakfast Series
PHRA Welcomes YouPresenters:Marissa Fenwick--Assistant Director, CareerWorksSeton Hill UniversityRon Kubitz--Recruiting/Training ManagerBrayman Construction Corporation
Objectives Define Web 2.0 and identify methods to utilize social media for the HR betterment of your corporation/business Discover that social media usage by a multigenerational workforce is not a matter of age but a matter of adapting these new tools to what individuals of each age level already know Become better equipped to communicate across the generations via social media while utilizing those tools better equipped for each generation
Objectives Demonstrate how recruiting, training, employee engagement, safety, (benefits) communication and other HR matters can be improved by using social media across all generations Describe in detail proven social media techniques that can be used in the everyday workplace Gain insight into the future of social media and the HR world
What Generation Are You?• Who is your favorite musician or group?• What was your favorite toy as a child?• What was the worst fashion mistake of your generation?• What made the biggest impression on you in your childhood/teenage/young adult life?
Who are you?? You are a mature/traditional if you remember how to entertain yourself without a TV! You are a baby boomer if you thought you might one day join the Mickey Mouse Club! You may be a Gen X‘er if you grew up wearing shirts with an alligator or a guy with a horse on the chest (collar turned up)! You may be a millennial if you always had cable TV or video games!
Beloit College Mindset List Class of 2015 Recognize LBJ as Lebron James ―Don‘t touch that dial!‖….what dial? Andy Warhol is a museum in Pittsburgh Frasier, Sam, Woody and Rebecca have never Cheerfully frequented a bar in Boston during primetime John Wayne Bobbitt has always slept with one eye open
Generational Use of SocialMediaWe hate numbers…..So/But…..Let the numbers/slides tell the story!!
Generational Use of SocialMedia ―The graying of social media sites continue‖….. (Pew Research Center2011) Internet users 55 & older are driving the growth of mobile social media (Nielsen 2011) Among baby boomers aged 50-64 daily use of social media sites grew 60% from 2010 to 2011 (Pew) Linkedin most popular with those over the age of 35 (Careerify/ComScore 2011)
Generational Use of SocialMedia Social Media…a great teambuilding strategy Reciprocal mentoring using SM as a toolFirst Quarter 2011 Average Monthly Visitors (Comscore)1. YouTube—464 Million2. Facebook—462 million3. Twitter—80 million4. LinkedIn—56 million5. Monster—36 million
Social Media and EmployeeEngagement Fosters employee productivity. LinkedIn corporate information pages are most effective. Creates followers. Corporate group pages are an excellent form of communication; in some cases better than e-mail. Creates more active employee participation and greater satisfaction. Healthy ROI. Current employees can be our best marketing
Benefits of Recruiting Through Social Media Attracts Passive and Other Top Quality Candidates Builds a More Personal Relationship Improves Corporate Branding Improves the Candidate Experience Human Contact Element Increases Traffic to Corporate Website Reduces Recruiting Costs Increases Employee Engagement
Advantages of using Social Media for Benefits Communication Boosts Retention and can attract the best employees* Increases productivity while decreasing absenteeism* Reduces overall health care costs* Inspires trust Human Contact Element Real time feedback Increases Employee Engagement *Met Life
Advantages… Loyal employees aren‘t necessarily those with the most expensive benefits, but those who understand their benefits and how to make the most of them! Communications leads to better choices which in turn leads to reduced costs! Without effective benefits/wellness communications strategies you cannot change negative employee choices! Better communications inspire trust which increases shareholder returns!
Many Companies are also usingSocial Media for… Employee Training Wellness Screening Safety Training/Communication Stay current on industry trends Competitive intelligence Research Vendors/Products/Services Sourcing Candidates/Opportunities/Clients
More college students/graduates use social media to find jobs In 2012, nearly 28% of college students plan to seek employment using LinkedIn, up from 5% in 2011 Facebook usage among college students for job seeking will increase to 7% (from 5% in 2011) ―The recruited have now become the recruiters‖ Students get the lowdown on employers by reading Facebook and Twitter updates and perusing LinkedIn profiles A strong digital presence is one way for employers to stand out as the quest for the best and brightest gets competitive http://www.usatoday.com/money/workplace/2011-04-04-social-media-in-job-searches.htm
College Students/Grads Alumni working for your organization Career services offices Faculty in programs/majors specific to your hiring needs Develop and maintain relationships Offer to be a panelist, attend workshops/events, job & internship fairs, speak in classes, etc… Follow these folks via social media ―Like ―on Facebook ―Connect‖ on LinkedIn (or join groups) ―Follow‖ on Twitter, try to get them to follow you FYI – students LOVE giveaways!
Existing Professionals, PotentialCandidates Professional Associations… Professional development activities Benchmarking best practices Current trends in the field Follow on social media
Tracking social media effectiveness ROIhttp://www.naceweb.org/j022012/social-media-marketing/
Be StrategicKasey Sixt, VP of Branding – CKR Interactive (recruitment advertising agency) It‘s crucial for organizations to be on the major social channels – LinkedIn, Facebook, Twitter, YouTube, and [to a lesser extent] Google+ Building a presence is important, but it‘s what you do with it that matters. What companies have to do is tell their story in a more compelling way Look at your goals and target demographics and tailor your story strategically to each market May want to relate different experiences on different sites Always include a link to your career site in tweets, posts, and updates
Analytics Hootsuite Can schedule content and obtain various analytics Can find out levels of interactions, comments, likes, and what specific posts/tweets have had the most action Google Analytics Find out from where most of the website‘s traffic and referrals are coming Facebook Has insights and new metrics about friends of fans Informative, but can be overwhelming Analytical tools can give daily snapshot (free and/or fee) Provide actionable data to optimize content Monitor and adjust accordingly *NACE, The National Association of Colleges and Employers
Tracking Outcomes ROI Understand what you are trying to measure Set up benchmarks Look at strategy and content Is the content doing what you want it to do? Not just numbers Time, effort, results What is meaningful to you? Engagement Relationships, conversations with your audience More of a ‗return on conversation‘ than ROI Enhancing visibility Be cautious of potential negative comments! How can you make your content more interactive? *NACE, The National Association of Colleges and Employers
What does allthis informationprovide youwith, that younormally wouldnot have?
Free background checks! More thorough information Better gauge fit for your organization What is their online presence like?
Moving forward…what do you thinkyou might do differently? Have a strong online presence Utilize social media Know your target audience(s) Know where to focus your time and efforts
Drawbacks of Social MediaRecruiting Legal/Ethical Issues Screening Involvement Web 2.0 Policy Statement Personal vs. Professional Must be Committed to It! Employer Resistance Part of Total Recruiting Package
The Future… 1 in 7 minutes online is spent on Facebook Twitter is on track for 250 million active user by the end of 2012 150 million professionals and rising on LinkedIn Over 4 billion videos are viewed by YouTube daily So…..
HR 2025… Generation Z (next) ―The Silent Generation‖ ―for a child today a magazine or newspaper is really just a iPad that doesn‘t work‖ Talent Management Blog
HR 2025… Computers/Tablets/Smartphones Talent sourcing – will start online in social networking Talent development will be personalized to each individual and be available on mobile apps and smartphones with virtual facilitators. Company and Candidate SEO Category based hiring – requisitions written after hiring (ere.net)
Thank You!! Questions??Ron Kubitz—Recruiting/Training ManagerBrayman Construction Corporationr_kubitz@brayman.comhttp://www.linkedin.com/in/ronrecruiterhttp://www.twitter.com/ronbrayMarissa Fenwick—Assistant Director, Career WorksSeton Hill Universitymfenwick@setonhill.eduhttp://www.linkedin.com/in/marissabettersfenwick