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Employer Branding &
                 Social Media
                                                  Presented by
                             Leonie Pentz                     Nino Haasbroek
                             AIMS International                Leonino Consulting
AIMS International South Africa                            Talent Acquisition & Talent Management Worldwide
global study results


             •    84% companies believe a clearly defined
                  strategy is key to achieving employer branding
                  objectives

             •    71% employees say obtaining an adequate
                  budget is number 1 challenge in managing an
                  employer brand

             •    59% companies leverage career website for
                  communicating the employer brand
                        * Used with permission - 2011 Employer Brand International (EBI) Employer Branding Global Study


AIMS International South Africa                                               Talent Acquisition & Talent Management Worldwide
global study results


             •    55%  employees believe it’s important other
                  people want to work for their employer

             •    44% of companies use social media to
                  enhance their employer brand

             •    18% of marketing departments are
                  responsible for the employer brand strategy


                        * Used with permission - 2011 Employer Brand International (EBI) Employer Branding Global Study


AIMS International South Africa                                               Talent Acquisition & Talent Management Worldwide
global study results


     •    Defining the employer value proposition (EVP) is most
          the effective initiative (9% of respondents)

     •    the emerging practice of talent pool development is
          ranked number 16 at 2%




                        * Used with permission - 2011 Employer Brand International (EBI) Employer Branding Global Study


AIMS International South Africa                                               Talent Acquisition & Talent Management Worldwide
“The most successful strategies are reported by
               companies that are using a hybrid approach
               with teams of HR, marketing or communications
               with strong links to external partners completing
               the team. The 10% growth in employer brand
               manager listings in the past two years also
               suggests many companies are now creating
               specific functions to manage their strategy. The
               future looks bright for employer branding
               professionals.”


                        * Used with permission - 2011 Employer Brand International (EBI) Employer Branding Global Study


AIMS International South Africa                                               Talent Acquisition & Talent Management Worldwide
How to ensure your
  Employer Brand is tops


     •    consumer-style approach to recruitment

     •    consistency between internal & external marketing
          communications

     •    employees who ‘live the brand’




AIMS International South Africa      Talent Acquisition & Talent Management Worldwide
How to ensure your
  Employer Brand is tops


     •    This approach requires a new breed of managers who
          by profession are marketers, but are employed in
          human resources




AIMS International South Africa     Talent Acquisition & Talent Management Worldwide
How to ensure your
  Employer Brand is tops


     •    Find tribes inside and outside of your organisation

     •    TRIBES = groups of people sharing the same lifestyle,
          passion or need




AIMS International South Africa       Talent Acquisition & Talent Management Worldwide
Every organisation has
          an Employer Brand

             •    Are you actively managing yours?

             •    Find out what it means and what it stands for

             •    Speak to your recruiter - does your brand help
                  them recruit for you?

             •    Listening to Social Media chatter is risk free –
                  It is also ‘look before you leap’

             •    Define your organisation’s attitude to Social
                  Media risk

AIMS International South Africa            Talent Acquisition & Talent Management Worldwide
Employer vs Consumer
  Brand




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Employer vs Consumer
  Brand




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Employer Brand                Consumer Brand
              (EVP)                         (CVP)




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Employer Brand                Consumer Brand
              (EVP)                         (CVP)

          Committed Employees              Products & Services



         Reward Reputati                Product Reputati

         Leaders Culture                 Service          Service



AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Where do I start?? -
          find your tribe

             •    find out who you
                  should be talking to?

             •     where and how do
                  they spend their
                  time?




AIMS International South Africa           Talent Acquisition & Talent Management Worldwide
Generations Y’s view




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Generations Y’s view
                                  Baby Boomers   Generation X          Generation Y
                                    1946 - ’65    1966 - ’77            1978 - ‘98
        Confident                      ✔               ✔                     ✔
        Techno-savvy                                  ✔                     ✔
        Team-oriented                 ✔                                     ✔
        Personal Growth               ✔
        Pragmatic                                     ✔
        Globally Conscious                                                  ✔
        Diverse                                       ✔                     ✔
        Optimistic                    ✔                                     ✔
        Entrepreneurial               ✔               ✔                     ✔
AIMS International South Africa                  Talent Acquisition & Talent Management Worldwide
Social Media
                  Demographics




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Social Media
                  Demographics
                                  Baby Boomers   Generation X         Generation Y
                                    1946 - ’65    1966 - ’77           1978 - ‘98

             facebook                34%            20%                  45%

               twitter               26%            27%                  47%

              linkedin               41%            25%                  34%




AIMS International South Africa                  Talent Acquisition & Talent Management Worldwide
AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Professional




                                  Friends              Family




AIMS International South Africa                Talent Acquisition & Talent Management Worldwide
Employer brand




AIMS International South Africa              Talent Acquisition & Talent Management Worldwide
Employer brand
                                  Employer brand




                                        Corporate brand




AIMS International South Africa              Talent Acquisition & Talent Management Worldwide
In the beginning - all business was social




AIMS International South Africa      Talent Acquisition & Talent Management Worldwide
What has changed?

     •    business started scaling

     •    social could not scale so it stared disappearing from
          business

     •    corporates started developing some really bad habits -
          segmenting customers??targeting people?? guerilla
          marketing??

     •    are we at war with our customers??


AIMS International South Africa       Talent Acquisition & Talent Management Worldwide
What is social
                          media?

     • to understand social media, you do not
          need to understand technology - you
          need to understand human social
          behaviour



AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Understanding human
       social behaviour




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Understanding human
           social behaviour

             •    people have an innate desire to be helpful

             •    people need a sense of purpose

             •    people value fairness

             •    people love to do what others do

             •    people love recognition and status



AIMS International South Africa           Talent Acquisition & Talent Management Worldwide
Rules of engagement

             •    be active (lead, connect, upset somebody!)

             •    be humble

             •    be interesting - do you have a story?

             •    be unprofessional

             •    be honest




AIMS International South Africa           Talent Acquisition & Talent Management Worldwide
Rules of engagement

      •    Accept that consumers are now empowered to
           act as social beings




AIMS International South Africa     Talent Acquisition & Talent Management Worldwide
Rules of engagement



       •    transform your business
            processes into social
            processes




AIMS International South Africa       Talent Acquisition & Talent Management Worldwide
Rules of engagement-
   a social process is not:


        •    traditional business
             processes using
             social platforms




AIMS International South Africa     Talent Acquisition & Talent Management Worldwide
Rules of engagement -
    a social process is:


             •    engaging human passion, reciprocity and
                  sense of fairness to get others whose ‘job’ it is
                  not to do so, to help you do your job




AIMS International South Africa            Talent Acquisition & Talent Management Worldwide
AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Create YOUR social
              recruiting strategy




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Create YOUR social
              recruiting strategy



               Connect            Attract                Recruit




AIMS International South Africa             Talent Acquisition & Talent Management Worldwide
Recruiting and Social
                  Media




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Recruiting and Social
                  Media


                                                                              Make Offer/
        Attract               Source   Engage               Screen
                                                                               Onboard




AIMS International South Africa                 Talent Acquisition & Talent Management Worldwide
Four C’s of Social Media




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Four C’s of Social Media

                                       Connection




                             Content                      Collaboration




                                       Conversation


AIMS International South Africa                  Talent Acquisition & Talent Management Worldwide
Social Media for
                     Recruiting




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Social Media for
                     Recruiting




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
SOCIAL NETWORKS
           One size does not fit all. Which social network is relevant for recruiting, for my
           brand, my message and my target audience?




                                                                                            ?


AIMS International South Africa                       Talent Acquisition & Talent Management Worldwide
SOCIAL NETWORKS
            One size does not fit all. Which social network is relevant for recruiting, for my
            brand, my message and my target audience?




                                                                                             ?
    big
    small




                professional                                 fun
AIMS International South Africa                        Talent Acquisition & Talent Management Worldwide
SOCIAL MEDIA
                               LEARNINGS
    Social Media is a process not an event
                   Event-driven                                       VS                  Process-driven


  • Employer Branding Campaign                                                  • (Ongoing) conversation
  • Career Fair                                                                 • Dialogue (includes listening)*
  • Company Brochure




     * 17% of students / graduates have actively contributed to or contacted a company via social
                                                networks
      Source: Survey by OSCAR, talential, squeaker.net, respondends: Students

AIMS International South Africa                                                 Talent Acquisition & Talent Management Worldwide
SOCIAL MEDIA
                               LEARNINGS
    Social Media is a process not an event
                   Event-driven                                       VS                  Process-driven


  • Employer Branding Campaign                                                  • (Ongoing) conversation
  • Career Fair                                                                 • Dialogue (includes listening)*
  • Company Brochure


                                                                                           Social Media

     * 17% of students / graduates have actively contributed to or contacted a company via social
                                                networks
      Source: Survey by OSCAR, talential, squeaker.net, respondends: Students

AIMS International South Africa                                                 Talent Acquisition & Talent Management Worldwide
SOCIAL MEDIA PITFALLS
           Friending your manager on Facebook and then complaining
           about your job could get you fired




AIMS International South Africa            Talent Acquisition & Talent Management Worldwide
How?




AIMS International South Africa     Talent Acquisition & Talent Management Worldwide
How?




AIMS International South Africa     Talent Acquisition & Talent Management Worldwide
Be SMART!


     •    Ownership of Social Media is irrelevant

     •    Perfect = Social media instills a collaborative approach
          and breaks down silos.

     •    understand your social media goals and objectives and
          how they tie into your overall company goals.




AIMS International South Africa       Talent Acquisition & Talent Management Worldwide
Be SMART!




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Be SMART!


     •    Specific

     •    Measurable

     •    Attainable

     •    Realistic/Relevant

     •    Timely



AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Reached All Goals




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Reached All Goals




AIMS International South Africa
                                  Success!
                                       Talent Acquisition & Talent Management Worldwide
11% 9%
                     USD$ 0 - 24,999
                     USD$ 25,000 - 49,999
               33%   USD$ 50,000 - 99,999
                     USD$ 100,000 +
47%
One does not simply




                         Target Everyone
AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Now what?

AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
The old communication
            model was a monologue
AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Only 14% of people trust
               advertisements



AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
78%
                     Of people trust the
                     recommendations
                    of other consumers.
                          NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007




AIMS International South Africa                        Talent Acquisition & Talent Management Worldwide
14% vs      78%
                                  HMM....


AIMS International South Africa       Talent Acquisition & Talent Management Worldwide
The new communication
                The new communication model
                   a dialogue.
        model isisdialogue




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
which means it’s....




                      TRANSPARENT
                        INCLUSIVE
                       AUTHENTIC
                         VIBRANT
                    CONSUMER-DRIVEN

AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
And it’s NOT...



                    CONTROLLED
                     ORGANIZED
                     EXCLUSIVE
                 PRODUCT-DRIVEN
                   “ON MESSAGE”
AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
“Content is the new democracy and we
        the people, are ensuring that our voices
                       are heard.”

                                  Brian Solis, “The Social Media Manifesto”




AIMS International South Africa                            Talent Acquisition & Talent Management Worldwide
“Content is the new democracy and we
        the people, are ensuring that our voices
                       are heard.”

                                  Brian Solis, “The Social Media Manifesto”




AIMS International South Africa                            Talent Acquisition & Talent Management Worldwide
PEOPLE ARE TALKING
            ABOUT YOUR BRAND.
               RIGHT NOW.



AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
34%       Post
                                            opinions
                                            about
                                            products &
                                            brands on
                                            their blog


AIMS International South Africa     Talent Acquisition & Talent Management Worldwide
34%       Post
                                            opinions
                                            about
                                            products &
                                            brands on
                                            their blog


AIMS International South Africa     Talent Acquisition & Talent Management Worldwide
36%
       Think more positively about
       companies that have blogs


AIMS International South Africa     Talent Acquisition & Talent Management Worldwide
32%
              trust bloggers’ opinions
              on products & services



AIMS International South Africa     Talent Acquisition & Talent Management Worldwide
Tomorrow’s consumers are
   Tomorrow’s consumers are today’s
   “digital natives.” “digital natives.”
         today’s




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
AND THEY DON’T CARE
            ABOUT YOUR AD.

      THEY CARE WHAT THEIR
         FRIENDS THINK.

AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Translation:



           THE TRAIN IS LEAVING
                   THE
                 STATION.
            WITH OR WITHOUT
                   YOU.
AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
HOW DO I
                          GET ON
                        THE TRAIN?

AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
EASY.
                  JUST GET ON!


AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
“It’s about conversations,
     and the best communicators
      start as the best listeners.”
                                  Brian Solis, Social Media Manifesto




AIMS International South Africa                         Talent Acquisition & Talent Management Worldwide
A. Listen


AIMS International South Africa        Talent Acquisition & Talent Management Worldwide
Immerse yourself in
          the conversation

AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Messages are not
              conversations.


AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
B. Participate



AIMS International South Africa       Talent Acquisition & Talent Management Worldwide
IT IS A DIALOGUE, NOT
               A MONOLOGUE.




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
IT IS A DIALOGUE, NOT
               A MONOLOGUE.

                    I absolutely adore
                      the food at the             Me too!
                        restaurant             And isn’t the
                                               bartender just
                                                  dreamy


AIMS International South Africa          Talent Acquisition & Talent Management Worldwide
C. Relinquish control



AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
THE GOAL IS TO:
                           ENABLE
                           INSPIRE
                         INFLUENCE
                             &...


AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
D. Engage



AIMS International South Africa        Talent Acquisition & Talent Management Worldwide
A word of caution...



AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Don’t mess with
                     people!

AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
“Any blog that
      spins the truth will
      be found out. In a
        world of social                                   OPEN
      media honesty is                                 HONEST
       the only policy.”
                                                  AUTHENTIC
                                                   DIALOGUE

AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
I love them this much!




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
VS
The tweets that started
         the twar*




      *twar = twitter + war
AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
The tweets that started
         the twar*




      *twar = twitter + war
AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
The external-tribe
        comes to the rescue




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
The external-tribe
        comes to the rescue




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Did find one comment
          in favour...




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Did find one comment
          in favour...




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
The Leader of tribe




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
The Leader of tribe




                                  CEO FNB


AIMS International South Africa         Talent Acquisition & Talent Management Worldwide
FNB’s official account
          @Rbjacobs responds




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
FNB’s official account
          @Rbjacobs responds




AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Internal tribe ownership
                   of your brand



AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Expose potential employees
                to your “perks”




                                  Y U NO HVE COFFEE?
AIMS International South Africa             Talent Acquisition & Talent Management Worldwide
Afrihost




AIMS International South Africa        Talent Acquisition & Talent Management Worldwide
AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Thank you!


AIMS International South Africa   Talent Acquisition & Talent Management Worldwide
Data Credits
             •    FACEBOOK: MORE POPULAR THAN PORN
                  Time, October 13, 2007
                  http://www.time.com/time/business/ar ticle/0,8599,1678586,00.html?xid=newsletter-weekly


             •    IAB PLATFORM STATUS REPORT: USER GENERATED CONTENT, SOCIAL MEDIA, AND ADVERTISING - AN OVERVIEW,
                  APRIL 2008
                  http://www.iab.net/media/file/2008_ugc_platform.pdf


             •    BRANDING 2.0 & SOCIAL MEDIA, SAMPAD SWAIN
                  http://managementchords.blogspot.com


             •    NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007
                  http://www2.acnielsen.com/reports/documents/TrustinAdvertisingOct07.pdf


             •    SOCIAL MEDIA MANIFESTO, BRIAN SOLIS
                  http://www.briansolis.com/2007/06/future-of-communications-manifesto-for.html
                  http://www.scribd.com/doc/258055/Social-Media-Manifesto-by-Brian-Solis


             •    CONSUMER 2.0 FIVE RULES TO ENGAGING A NEW BREED OF CONSUMER BY MR.YOUTH AND REPNATION MEDIA,
                  APRIL 2008
                  http://www.scribd.com/doc/2898474/Consumer-20


             •    UNIVERSAL MCCANN COMPARATIVE STUDY ON SOCIAL MEDIA TRENDS APRIL 2008
                  http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW
                  %203_20080418124523.pdf


             •    EXECUTIVES NOW CHALLENGING HR AND MARKETING FOR RESPONSIBILITY OF THE EMPLOYER BRAND STRATEGY
                  OCTOBER 2011 http://www.employerbrandingonline.com/news/research/346-new-research-findings-ebis-2011-employer-
                  branding-global-research-study.html



AIMS International South Africa                                                   Talent Acquisition & Talent Management Worldwide
Connect with us (Please!)


      Leonie Pentz                                       Nino Haasbroek
      Executive Search Professional                      Informatics Consultant
      AIMS International South Africa                    Leonino Consulting

      Web: www.aims-southafrica.com                      Web: www.leoninoconsulting.com
      Email: leonie@aims-southafrica.com                 Email: nino@leoninoconsulting.com
      Skype: Leonie.Pentz                                Skype: Leinino
      LinkedIn: www.linkedin.com/in/leoniepentz          LinkedIn: www.linkedin.com/in/leinino
      Twitter: www.twitter.com/LeoniePentz               Twitter: www.twitter.com/Leinino




      © 2012, All Rights Reserved (But happy to share, just ask!)
AIMS International South Africa                          Talent Acquisition & Talent Management Worldwide

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Astd social media employer branding workshop copy copy 2

  • 1. Employer Branding & Social Media Presented by Leonie Pentz Nino Haasbroek AIMS International Leonino Consulting AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 2. global study results • 84% companies believe a clearly defined strategy is key to achieving employer branding objectives • 71% employees say obtaining an adequate budget is number 1 challenge in managing an employer brand • 59% companies leverage career website for communicating the employer brand * Used with permission - 2011 Employer Brand International (EBI) Employer Branding Global Study AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 3. global study results • 55%  employees believe it’s important other people want to work for their employer • 44% of companies use social media to enhance their employer brand • 18% of marketing departments are responsible for the employer brand strategy * Used with permission - 2011 Employer Brand International (EBI) Employer Branding Global Study AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 4. global study results • Defining the employer value proposition (EVP) is most the effective initiative (9% of respondents) • the emerging practice of talent pool development is ranked number 16 at 2% * Used with permission - 2011 Employer Brand International (EBI) Employer Branding Global Study AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 5. “The most successful strategies are reported by companies that are using a hybrid approach with teams of HR, marketing or communications with strong links to external partners completing the team. The 10% growth in employer brand manager listings in the past two years also suggests many companies are now creating specific functions to manage their strategy. The future looks bright for employer branding professionals.” * Used with permission - 2011 Employer Brand International (EBI) Employer Branding Global Study AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 6. How to ensure your Employer Brand is tops • consumer-style approach to recruitment • consistency between internal & external marketing communications • employees who ‘live the brand’ AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 7. How to ensure your Employer Brand is tops • This approach requires a new breed of managers who by profession are marketers, but are employed in human resources AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 8. How to ensure your Employer Brand is tops • Find tribes inside and outside of your organisation • TRIBES = groups of people sharing the same lifestyle, passion or need AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 9. Every organisation has an Employer Brand • Are you actively managing yours? • Find out what it means and what it stands for • Speak to your recruiter - does your brand help them recruit for you? • Listening to Social Media chatter is risk free – It is also ‘look before you leap’ • Define your organisation’s attitude to Social Media risk AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 10. Employer vs Consumer Brand AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 11. Employer vs Consumer Brand AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 12. Employer Brand Consumer Brand (EVP) (CVP) AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 13. Employer Brand Consumer Brand (EVP) (CVP) Committed Employees Products & Services Reward Reputati Product Reputati Leaders Culture Service Service AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 14. Where do I start?? - find your tribe • find out who you should be talking to? • where and how do they spend their time? AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 15. Generations Y’s view AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 16. Generations Y’s view Baby Boomers Generation X Generation Y 1946 - ’65 1966 - ’77 1978 - ‘98 Confident ✔ ✔ ✔ Techno-savvy ✔ ✔ Team-oriented ✔ ✔ Personal Growth ✔ Pragmatic ✔ Globally Conscious ✔ Diverse ✔ ✔ Optimistic ✔ ✔ Entrepreneurial ✔ ✔ ✔ AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 17. Social Media Demographics AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 18. Social Media Demographics Baby Boomers Generation X Generation Y 1946 - ’65 1966 - ’77 1978 - ‘98 facebook 34% 20% 45% twitter 26% 27% 47% linkedin 41% 25% 34% AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 19. AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 20. Professional Friends Family AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 21. Employer brand AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 22. Employer brand Employer brand Corporate brand AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 23. In the beginning - all business was social AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 24. What has changed? • business started scaling • social could not scale so it stared disappearing from business • corporates started developing some really bad habits - segmenting customers??targeting people?? guerilla marketing?? • are we at war with our customers?? AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 25. What is social media? • to understand social media, you do not need to understand technology - you need to understand human social behaviour AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 26. Understanding human social behaviour AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 27. Understanding human social behaviour • people have an innate desire to be helpful • people need a sense of purpose • people value fairness • people love to do what others do • people love recognition and status AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 28. Rules of engagement • be active (lead, connect, upset somebody!) • be humble • be interesting - do you have a story? • be unprofessional • be honest AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 29. Rules of engagement • Accept that consumers are now empowered to act as social beings AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 30. Rules of engagement • transform your business processes into social processes AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 31. Rules of engagement- a social process is not: • traditional business processes using social platforms AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 32. Rules of engagement - a social process is: • engaging human passion, reciprocity and sense of fairness to get others whose ‘job’ it is not to do so, to help you do your job AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 33. AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 34. Create YOUR social recruiting strategy AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 35. Create YOUR social recruiting strategy Connect Attract Recruit AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 36. Recruiting and Social Media AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 37. Recruiting and Social Media Make Offer/ Attract Source Engage Screen Onboard AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 38. Four C’s of Social Media AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 39. Four C’s of Social Media Connection Content Collaboration Conversation AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 40. Social Media for Recruiting AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 41. Social Media for Recruiting AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 42. SOCIAL NETWORKS One size does not fit all. Which social network is relevant for recruiting, for my brand, my message and my target audience? ? AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 43. SOCIAL NETWORKS One size does not fit all. Which social network is relevant for recruiting, for my brand, my message and my target audience? ? big small professional fun AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 44. SOCIAL MEDIA LEARNINGS Social Media is a process not an event Event-driven VS Process-driven • Employer Branding Campaign • (Ongoing) conversation • Career Fair • Dialogue (includes listening)* • Company Brochure * 17% of students / graduates have actively contributed to or contacted a company via social networks Source: Survey by OSCAR, talential, squeaker.net, respondends: Students AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 45. SOCIAL MEDIA LEARNINGS Social Media is a process not an event Event-driven VS Process-driven • Employer Branding Campaign • (Ongoing) conversation • Career Fair • Dialogue (includes listening)* • Company Brochure Social Media * 17% of students / graduates have actively contributed to or contacted a company via social networks Source: Survey by OSCAR, talential, squeaker.net, respondends: Students AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 46. SOCIAL MEDIA PITFALLS Friending your manager on Facebook and then complaining about your job could get you fired AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 47. How? AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 48. How? AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 49. Be SMART! • Ownership of Social Media is irrelevant • Perfect = Social media instills a collaborative approach and breaks down silos. • understand your social media goals and objectives and how they tie into your overall company goals. AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 50. Be SMART! AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 51. Be SMART! • Specific • Measurable • Attainable • Realistic/Relevant • Timely AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 52. Reached All Goals AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 53. Reached All Goals AIMS International South Africa Success! Talent Acquisition & Talent Management Worldwide
  • 54. 11% 9% USD$ 0 - 24,999 USD$ 25,000 - 49,999 33% USD$ 50,000 - 99,999 USD$ 100,000 + 47%
  • 55.
  • 56.
  • 57.
  • 58. One does not simply Target Everyone AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 59. Now what? AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 60. The old communication model was a monologue AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 61. Only 14% of people trust advertisements AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 62. 78% Of people trust the recommendations of other consumers. NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007 AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 63. 14% vs 78% HMM.... AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 64. The new communication The new communication model a dialogue. model isisdialogue AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 65. which means it’s.... TRANSPARENT INCLUSIVE AUTHENTIC VIBRANT CONSUMER-DRIVEN AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 66. AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 67. And it’s NOT... CONTROLLED ORGANIZED EXCLUSIVE PRODUCT-DRIVEN “ON MESSAGE” AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 68. “Content is the new democracy and we the people, are ensuring that our voices are heard.” Brian Solis, “The Social Media Manifesto” AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 69. “Content is the new democracy and we the people, are ensuring that our voices are heard.” Brian Solis, “The Social Media Manifesto” AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 70. PEOPLE ARE TALKING ABOUT YOUR BRAND. RIGHT NOW. AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 71. 34% Post opinions about products & brands on their blog AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 72. 34% Post opinions about products & brands on their blog AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 73. 36% Think more positively about companies that have blogs AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 74. 32% trust bloggers’ opinions on products & services AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 75. Tomorrow’s consumers are Tomorrow’s consumers are today’s “digital natives.” “digital natives.” today’s AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 76. AND THEY DON’T CARE ABOUT YOUR AD. THEY CARE WHAT THEIR FRIENDS THINK. AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 77. Translation: THE TRAIN IS LEAVING THE STATION. WITH OR WITHOUT YOU. AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 78. HOW DO I GET ON THE TRAIN? AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 79. EASY. JUST GET ON! AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 80.
  • 81. “It’s about conversations, and the best communicators start as the best listeners.” Brian Solis, Social Media Manifesto AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 82. A. Listen AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 83. Immerse yourself in the conversation AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 84. Messages are not conversations. AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 85. B. Participate AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 86. IT IS A DIALOGUE, NOT A MONOLOGUE. AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 87. IT IS A DIALOGUE, NOT A MONOLOGUE. I absolutely adore the food at the Me too! restaurant And isn’t the bartender just dreamy AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 88. C. Relinquish control AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 89. THE GOAL IS TO: ENABLE INSPIRE INFLUENCE &... AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 90. D. Engage AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 91. A word of caution... AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 92. Don’t mess with people! AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 93. “Any blog that spins the truth will be found out. In a world of social OPEN media honesty is HONEST the only policy.” AUTHENTIC DIALOGUE AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 94. I love them this much! AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 95.
  • 96. VS
  • 97. The tweets that started the twar* *twar = twitter + war AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 98. The tweets that started the twar* *twar = twitter + war AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 99. The external-tribe comes to the rescue AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 100. The external-tribe comes to the rescue AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 101. Did find one comment in favour... AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 102. Did find one comment in favour... AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 103. The Leader of tribe AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 104. The Leader of tribe CEO FNB AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 105. FNB’s official account @Rbjacobs responds AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 106. FNB’s official account @Rbjacobs responds AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 107. Internal tribe ownership of your brand AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 108. Expose potential employees to your “perks” Y U NO HVE COFFEE? AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 109. Afrihost AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 110. AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 111. AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 112.
  • 113. Thank you! AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 114. Data Credits • FACEBOOK: MORE POPULAR THAN PORN Time, October 13, 2007 http://www.time.com/time/business/ar ticle/0,8599,1678586,00.html?xid=newsletter-weekly • IAB PLATFORM STATUS REPORT: USER GENERATED CONTENT, SOCIAL MEDIA, AND ADVERTISING - AN OVERVIEW, APRIL 2008 http://www.iab.net/media/file/2008_ugc_platform.pdf • BRANDING 2.0 & SOCIAL MEDIA, SAMPAD SWAIN http://managementchords.blogspot.com • NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007 http://www2.acnielsen.com/reports/documents/TrustinAdvertisingOct07.pdf • SOCIAL MEDIA MANIFESTO, BRIAN SOLIS http://www.briansolis.com/2007/06/future-of-communications-manifesto-for.html http://www.scribd.com/doc/258055/Social-Media-Manifesto-by-Brian-Solis • CONSUMER 2.0 FIVE RULES TO ENGAGING A NEW BREED OF CONSUMER BY MR.YOUTH AND REPNATION MEDIA, APRIL 2008 http://www.scribd.com/doc/2898474/Consumer-20 • UNIVERSAL MCCANN COMPARATIVE STUDY ON SOCIAL MEDIA TRENDS APRIL 2008 http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW %203_20080418124523.pdf • EXECUTIVES NOW CHALLENGING HR AND MARKETING FOR RESPONSIBILITY OF THE EMPLOYER BRAND STRATEGY OCTOBER 2011 http://www.employerbrandingonline.com/news/research/346-new-research-findings-ebis-2011-employer- branding-global-research-study.html AIMS International South Africa Talent Acquisition & Talent Management Worldwide
  • 115. Connect with us (Please!) Leonie Pentz Nino Haasbroek Executive Search Professional Informatics Consultant AIMS International South Africa Leonino Consulting Web: www.aims-southafrica.com Web: www.leoninoconsulting.com Email: leonie@aims-southafrica.com Email: nino@leoninoconsulting.com Skype: Leonie.Pentz Skype: Leinino LinkedIn: www.linkedin.com/in/leoniepentz LinkedIn: www.linkedin.com/in/leinino Twitter: www.twitter.com/LeoniePentz Twitter: www.twitter.com/Leinino © 2012, All Rights Reserved (But happy to share, just ask!) AIMS International South Africa Talent Acquisition & Talent Management Worldwide

Editor's Notes

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  2. http://www.globalrecruitingroundtable.com/2011/10/17/2011-global-employer-branding-study-results-incl-infographic/#.T1XrUmWuhZM \n2011 Global Employer Branding Study Results\nExecutives now challenging HR and Marketing for responsibility of the Employer Brand strategy\nIn an era of social media dominance where employer branding continues to develop around the world, HR and Marketing are now being challenged by Executives for control of the Employer Brand strategy in new survey findings from Employer Brand International. The global research study surveyed more than 1700 organizations worldwide.\nThe study found Executives are taking more responsibility for the employer brand strategy with a 13% increase over the past two years at the same time HR departments solely responsible for the strategy has declined by 12%. Interestingly, in Russia more Executives are responsible for the strategy than the HR department highlighting that leaders in emerging markets are taking a more strategic approach and aligning employer branding to organizational strategy compared to companies who were early adopters in the USA and UK.\nCompanies who invest in developing their employer brand can expect an increase in employee engagement and ease in attracting candidates with 38% of companies rating them as the main benefits of their employer brand strategy, according to a wide-ranging global survey from Employer Brand International. The study released today also found the rush by companies to shift expenditure into social media to build online communities they can recruit from and engage with, has resulted in a 209% increase since 2009 in social media usage by companies to communicate their employer brand.Employer Brand International Chairman and CEO Brett Minchington said, “The research shows how far employer branding has evolved over the past three years, especially in emerging markets such as Russia and Poland. The findings underscores how important it was for companies to take a strategic approach to managing the employer brand, clearly define their strategy, develop relevant metrics and allocate sufficient resources to the most effective initiatives.”\nWhilst job growth has slowed in many markets around the world since the global financial crisis in 2008, companies continue to invest in their employer brand with 33% of companies planning to increase their investment in 2011/2012.\nWhilst the survey found employer branding continues to climb higher on the leadership agenda many organizations lack the capability to leverage their employer brand due to the absence of a clearly defined strategy. The survey found only 14% of companies has developed a clear strategy for their employer brand. Understandably, respondents also said having a clearly defined strategy is the key to achieving their employer brand strategy.\n\n
  3. Similar to EBI’s first global benchmark study in 2009, the importance of strong leadership and engaging leadership is a key ingredient to the success of the employer brand strategy. If you can’t engage leaders in South Africa in employer branding it’s game over with 87% of companies reporting CEO engagement is critical to achieving employer branding objectives.\nCareer development (86%), corporate reputation and culture (84%) and work environment (84%) are the most important attributes a company can promote when trying to attract talent to their organization. The research supports the populist view that intangibles are now responsible for the majority of contribution to shareholder value.\nCompanies are relying on a range of metrics to measure the success of their employer branding investments, with 38% tracking retention rates.  Some 33% of respondents are tracking employee engagement, 29% record the quality of hire and 27% measure the cost per hire. A company’s ranking in a ‘best place to work’ survey or similar awards programs was number eleventh on the list with only 15% of companies using it as a metric to measure their return on investment.\n
  4. Companies are relying on a range of metrics to measure the success of their employer branding investments, with 38% tracking retention rates.  Some 33% of respondents are tracking employee engagement, 29% record the quality of hire and 27% measure the cost per hire. A company’s ranking in a ‘best place to work’ survey or similar awards programs was number eleventh on the list with only 15% of companies using it as a metric to measure their return on investment.\n
  5. Employer Brand International Chairman and CEO Brett Minchington\nSurvey conducted in 2010 within UK, Turkey, SA, NZ,Poland, Russia, South America, Ukraine, USA/ Canada UAE 1789 respondents \n68% female 32% male\n23% Manager, 18% SNR Manger 11% Officer\n62% >1000 employees , 22% 5000+ Employees, 17% 1001 - 5000 Employees\n
  6. Look at Hermawan Kertajaya - top Marketing Guru and how he has defined marketing in his - “the world is still round but marketing is already flat “- theory and apply this to Employer Marketing Principles.\n
  7. You might ask yourself: is this MY JOB???\nShort answer is YES IT IS!!\n\n
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  9. Who has done a search on twitter for your company name to see what people are saying about you? \nThis is the quickest way to find out what people are saying about you..whether you monitor or not - the are talking about you ANYWAY!\n
  10. The same principles apply: Caltex example \n\n
  11. The principles are the same - you want consumers to become brand ambassadors - something that the Tobacco companies needed to understand years ago due to their advertising freedom being regulated. They quickly built a network of individuals who would act as walking advertisements for their brands! In the same way - you want all Employees to ‘live your brand’ and be brand ambassadors. From the CEO to the tea lady.\n
  12. The principles are the same - you want consumers to become brand ambassadors - something that the Tobacco companies needed to understand years ago due to their advertising freedom being regulated. They quickly built a network of individuals who would act as walking advertisements for their brands! In the same way - you want all Employees to ‘live your brand’ and be brand ambassadors. From the CEO to the tea lady.\n
  13. The principles are the same - you want consumers to become brand ambassadors - something that the Tobacco companies needed to understand years ago due to their advertising freedom being regulated. They quickly built a network of individuals who would act as walking advertisements for their brands! In the same way - you want all Employees to ‘live your brand’ and be brand ambassadors. From the CEO to the tea lady.\n
  14. The principles are the same - you want consumers to become brand ambassadors - something that the Tobacco companies needed to understand years ago due to their advertising freedom being regulated. They quickly built a network of individuals who would act as walking advertisements for their brands! In the same way - you want all Employees to ‘live your brand’ and be brand ambassadors. From the CEO to the tea lady.\n
  15. The principles are the same - you want consumers to become brand ambassadors - something that the Tobacco companies needed to understand years ago due to their advertising freedom being regulated. They quickly built a network of individuals who would act as walking advertisements for their brands! In the same way - you want all Employees to ‘live your brand’ and be brand ambassadors. From the CEO to the tea lady.\n
  16. The principles are the same - you want consumers to become brand ambassadors - something that the Tobacco companies needed to understand years ago due to their advertising freedom being regulated. They quickly built a network of individuals who would act as walking advertisements for their brands! In the same way - you want all Employees to ‘live your brand’ and be brand ambassadors. From the CEO to the tea lady.\n
  17. The principles are the same - you want consumers to become brand ambassadors - something that the Tobacco companies needed to understand years ago due to their advertising freedom being regulated. They quickly built a network of individuals who would act as walking advertisements for their brands! In the same way - you want all Employees to ‘live your brand’ and be brand ambassadors. From the CEO to the tea lady.\n
  18. The principles are the same - you want consumers to become brand ambassadors - something that the Tobacco companies needed to understand years ago due to their advertising freedom being regulated. They quickly built a network of individuals who would act as walking advertisements for their brands! In the same way - you want all Employees to ‘live your brand’ and be brand ambassadors. From the CEO to the tea lady.\n
  19. The principles are the same - you want consumers to become brand ambassadors - something that the Tobacco companies needed to understand years ago due to their advertising freedom being regulated. They quickly built a network of individuals who would act as walking advertisements for their brands! In the same way - you want all Employees to ‘live your brand’ and be brand ambassadors. From the CEO to the tea lady.\n
  20. The principles are the same - you want consumers to become brand ambassadors - something that the Tobacco companies needed to understand years ago due to their advertising freedom being regulated. They quickly built a network of individuals who would act as walking advertisements for their brands! In the same way - you want all Employees to ‘live your brand’ and be brand ambassadors. From the CEO to the tea lady.\n
  21. The principles are the same - you want consumers to become brand ambassadors - something that the Tobacco companies needed to understand years ago due to their advertising freedom being regulated. They quickly built a network of individuals who would act as walking advertisements for their brands! In the same way - you want all Employees to ‘live your brand’ and be brand ambassadors. From the CEO to the tea lady.\n
  22. The principles are the same - you want consumers to become brand ambassadors - something that the Tobacco companies needed to understand years ago due to their advertising freedom being regulated. They quickly built a network of individuals who would act as walking advertisements for their brands! In the same way - you want all Employees to ‘live your brand’ and be brand ambassadors. From the CEO to the tea lady.\n
  23. What is the demographic of YOUR ideal employee?? This might have to be done per JOB TYPE per Department, etc. Where do you do most recruitment? Which areas are most challenging to source, attract and RETAIN your talent??\n
  24. For example: \nThe stuyvesant ad “international passport to smoking pleasure “\nlifestyle shared was ‘the world at play’. Who does not remember the CAMEL MAN ADS?? \nWhen they took cigarette ads off-line, tobacco companies started building ‘brand’ communities around lifestyle leaders - people who would be community leaders and lived or aspired to living the lifestyle the brand promoted. ENTER - Rock Concerts, Yacht races, etc.\n\n
  25. For example: \nThe stuyvesant ad “international passport to smoking pleasure “\nlifestyle shared was ‘the world at play’. Who does not remember the CAMEL MAN ADS?? \nWhen they took cigarette ads off-line, tobacco companies started building ‘brand’ communities around lifestyle leaders - people who would be community leaders and lived or aspired to living the lifestyle the brand promoted. ENTER - Rock Concerts, Yacht races, etc.\n\n
  26. For example: \nThe stuyvesant ad “international passport to smoking pleasure “\nlifestyle shared was ‘the world at play’. Who does not remember the CAMEL MAN ADS?? \nWhen they took cigarette ads off-line, tobacco companies started building ‘brand’ communities around lifestyle leaders - people who would be community leaders and lived or aspired to living the lifestyle the brand promoted. ENTER - Rock Concerts, Yacht races, etc.\n\n
  27. For example: \nThe stuyvesant ad “international passport to smoking pleasure “\nlifestyle shared was ‘the world at play’. Who does not remember the CAMEL MAN ADS?? \nWhen they took cigarette ads off-line, tobacco companies started building ‘brand’ communities around lifestyle leaders - people who would be community leaders and lived or aspired to living the lifestyle the brand promoted. ENTER - Rock Concerts, Yacht races, etc.\n\n
  28. For example: \nThe stuyvesant ad “international passport to smoking pleasure “\nlifestyle shared was ‘the world at play’. Who does not remember the CAMEL MAN ADS?? \nWhen they took cigarette ads off-line, tobacco companies started building ‘brand’ communities around lifestyle leaders - people who would be community leaders and lived or aspired to living the lifestyle the brand promoted. ENTER - Rock Concerts, Yacht races, etc.\n\n
  29. For example: \nThe stuyvesant ad “international passport to smoking pleasure “\nlifestyle shared was ‘the world at play’. Who does not remember the CAMEL MAN ADS?? \nWhen they took cigarette ads off-line, tobacco companies started building ‘brand’ communities around lifestyle leaders - people who would be community leaders and lived or aspired to living the lifestyle the brand promoted. ENTER - Rock Concerts, Yacht races, etc.\n\n
  30. For example: \nThe stuyvesant ad “international passport to smoking pleasure “\nlifestyle shared was ‘the world at play’. Who does not remember the CAMEL MAN ADS?? \nWhen they took cigarette ads off-line, tobacco companies started building ‘brand’ communities around lifestyle leaders - people who would be community leaders and lived or aspired to living the lifestyle the brand promoted. ENTER - Rock Concerts, Yacht races, etc.\n\n
  31. For example: \nThe stuyvesant ad “international passport to smoking pleasure “\nlifestyle shared was ‘the world at play’. Who does not remember the CAMEL MAN ADS?? \nWhen they took cigarette ads off-line, tobacco companies started building ‘brand’ communities around lifestyle leaders - people who would be community leaders and lived or aspired to living the lifestyle the brand promoted. ENTER - Rock Concerts, Yacht races, etc.\n\n
  32. For example: \nThe stuyvesant ad “international passport to smoking pleasure “\nlifestyle shared was ‘the world at play’. Who does not remember the CAMEL MAN ADS?? \nWhen they took cigarette ads off-line, tobacco companies started building ‘brand’ communities around lifestyle leaders - people who would be community leaders and lived or aspired to living the lifestyle the brand promoted. ENTER - Rock Concerts, Yacht races, etc.\n\n
  33. For example: \nThe stuyvesant ad “international passport to smoking pleasure “\nlifestyle shared was ‘the world at play’. Who does not remember the CAMEL MAN ADS?? \nWhen they took cigarette ads off-line, tobacco companies started building ‘brand’ communities around lifestyle leaders - people who would be community leaders and lived or aspired to living the lifestyle the brand promoted. ENTER - Rock Concerts, Yacht races, etc.\n\n
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  38. Work life balance as become redefined. \nThe modern employee demands a flexible day in order to take care of family, private business and work objectives where lines have become fuzzy.\n
  39. Work life balance as become redefined. \nThe modern employee demands a flexible day in order to take care of family, private business and work objectives where lines have become fuzzy.\n
  40. Work life balance as become redefined. \nThe modern employee demands a flexible day in order to take care of family, private business and work objectives where lines have become fuzzy.\n
  41. Thrust of this talk from Becky Folb, global talent acquisition manager (digital marketing)at NOKIA is: personalise the business so that you can talk to potential candidates. You do not own the conversation\n - a big culture shift for employers.\n
  42. Thrust of this talk from Becky Folb, global talent acquisition manager (digital marketing)at NOKIA is: personalise the business so that you can talk to potential candidates. You do not own the conversation\n - a big culture shift for employers.\n
  43. Thrust of this talk from Becky Folb, global talent acquisition manager (digital marketing)at NOKIA is: personalise the business so that you can talk to potential candidates. You do not own the conversation\n - a big culture shift for employers.\n
  44. Thrust of this talk from Becky Folb, global talent acquisition manager (digital marketing)at NOKIA is: personalise the business so that you can talk to potential candidates. You do not own the conversation\n - a big culture shift for employers.\n
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  50. Andreas M. Kaplan *, Michael Haenlein\n# 2009 Kelley School of Business, Indiana University.\n
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  52. Be curious, ask questions, make people feel important.\nCommit to the tribe.\nChallenge the status quo.\nBeing a leader gives you charisma, not the other way round!\n
  53. If you are not sincere, human and committed your tribe will not grow. You will fail. People - your employers and consumers have access to information!! They are going to call your bluff!!\n
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  66. Question for the audience: Would you befriend your boss? What about your colleagues?\n
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  68. Set your goals!\nDetermine who owns social media.  Whether it’s marketing, PR, or communications is irrelevant.  In a perfect social media world for businesses, social media instills a collaborative approach and breaks down silos.\nWhat’s important is to understand your social media goals and objectives and how they tie into your overall company goals.\nKeep it Specific, Measurable, Attainable, Realistic/Relevant, and Timely (aka be SMART!).\n
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  72. Pleasure meets business. A timeline of events, integrates business and pleasure. Potential employees search facebook for other employees to research the culture\n
  73. Fluent conversations take place here. Excellent brand monitoring tools and analytics data. \nDell computers can trace their tweets to generating $3 million in sales. \n
  74. One of the newer social networks to make a splash. Communicate in mood boards. \n
  75. Professional. \n
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  77. Now that you have opened up our accounts, what to do next?\n
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  79. In traditional media, i.e TV, newspapers etc. \n
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  90. In 2010, Millenials/Gen Y-ers outnumbered Baby Boomers.\n\nThey already wield $350 BILLION/ year in direct spending power.\n\nMILLENIALS SPEND >16 HOURS/WEEK ONLINE.\n\n96% OF THEM HAVE JOINED A SOCIAL NETWORK.\n\n\n
  91. They have an average of 53 online friends. (Actual friends)\n
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  95. It is really not that difficult, you already more than likely have the tools to make it happen. \n
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  99. Just putting out random content all the time is not a conversation. Search for where people are talking about you. \n
  100. {hint: share some stuff}\n
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  103. “THE GOAL IS NOT TO CONTROL THE CONVERSATION.”\n\n
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  105. CREATE OPPORTUNITIES FOR PEOPLE TO FEEL OWNERSHIP OF THE BRAND.\n\nGive THEM SOMETHING TO TALK ABOUT.\n\nMake them love you (or hate you).\nJust don’t let them leave indifferent.\n\n
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  109. Make everyone a brand ambassador!\n
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  126. Truly living your vision and mission. “How can we help you?”\n
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  128. A SME bandwidth resale and web hosting company. Afrihost shares new office space online. \n
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