The document discusses leveraging social media to enhance brand awareness and recruitment efforts, highlighting that baby boomers are increasingly adopting these platforms. It emphasizes the importance of employee participation as brand ambassadors and suggests a collaborative approach among internal stakeholders to build content and engage effectively. Key lessons learned include the necessity of robust content, the two-way nature of engagement, and the importance of local representation in social media strategies.

1. Using Metrics To Support the Business Case for Social Media
By Ann Barrett
Director, eRecruitment & Social Media Strategy

2. Social Media Member Distribution
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3. Social Media Channel Penetration by Age
Baby Boomers are the fastest growing demographic to adopt social media.
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4. What The Data Told Us
We started doing some analysis and found employees were
already on social media platforms. We thought we could leverage
their presence as brand ambassadors through their network
connections to build brand awareness and attract candidates.
Number of Sun Life Followers on LinkedIn 2012
30,000
25,000
20,000
15,000
10,000
5,000
0
Q1
Q2
Q3
Q4

5. Recruitment Metrics
Our recruitment data also told us that
candidates were increasingly hearing
about us and being hired from social
media sites.
This provided another catalyst to build out
our presence from an attraction
perspective.
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6. Holistic Approach
Brand
Content
Channels
• News
• Events
• Community
• Lifestyle
• Jobs
• Products
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7. Internal Stakeholders
Consider working together
as a community of internal
stakeholders to develop and
promote content your social
media platforms.
Define the process so it
encompasses a well defined
governance process.
If you are working across
geographies, work with local
representatives to get input
and participation.
Marketing &
Communications
Social Media
Rep’s
Digital Media
Brand
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8. Employee Participation
To encourage employees to participate be creative in your thinking. A few
suggestions may include:
 Contests/giveaways for liking your pages
 Workshops to help people build professional
profiles (LinkedIn)
 Professional pictures taken
 Post relevant jobs
 Feeds for various content
 Championed by our CEO & Senior Leaders
 Anchor it as part of your business strategy
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9. Lessons Learned
Lessons Learned:
• Engagement is two way
• Content should be robust
• Develop social media guidelines for employee
participation
• Diversify your channel representation
• Regional representation and participation is more
meaningful then translating content.
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10. Thank You!
@annzaliebarrett
ca.linkedin.com/in/annzaliebarrett
http://sailorann.wordpress.com
http://www.slideshare.net/AnnzalieAnnBarret
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