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Employer Brand and
Social Media
November 2010
Employer Brand and Social Media
1
Population distribution 1986
November 2010
Employer Brand and Social Media
2
Population distribution 2000
November 2010
Employer Brand and Social Media
3
Population distribution 2025
November 2010
Employer Brand and Social Media
4
Population distribution 2050
November 2010
Employer Brand and Social Media
5
Generation Y’s view
Baby Boomers
Born 1946-‘65
Generation X
Born 1966-’77
Generation Y
Born 1978-‘98
Confident ∗ ∗ ∗
Techno-savvy ∗ ∗∗
Team-oriented ∗ ∗
Personal growth ∗
Pragmatic ∗
Globally conscious ∗
Diverse ∗ ∗
Optimistic ∗ ∗
Entrepreneurial ∗ ∗ ∗
65 - 4565 - 45 44 - 3344 - 33 32 - 1232 - 12
November 2010
Employer Brand and Social Media
6
Social Media demographics
Baby Boomers
Born 1946-‘65
Generation X
Born 1966-’77
Generation Y
Born 1978-‘98
34%
183,600,000
20%
243,000,000
45%
243,000,000
26%
25,480,000
27%
26,460,000
47%
46,060,000
28%
18,760,000
19%
12,730,000
54%
36,180,000
41%
32,800,000
35%
28,000,000
24%
19,200,000
65 - 4565 - 45 44 - 3344 - 33 32 - 1232 - 12
*Google Adplanner through The Bowditch Group
November 2010
Employer Brand and Social Media
7
One brand voice
Reward &
recognition
Reward &
recognition Reputation
Reputation
Culture
Culture
Leadership
Leadership
Product
offering
Product
offering Reputation
Reputation
Service
offering
Service
offering
Service
performance
Service
performance
Committed employees Products and services
EMPLOYER BRAND
(EVP)
CONSUMER BRAND
(CVP)
November 2010
Employer Brand and Social Media
8
Two sides of the same coin
Corporate brand
Employment brand
November 2010
Employer Brand and Social Media
9
Southwest Airlines EVP
‘The freedom to fly’‘The freedom to fly’
Customer Value Proposition
Freedom for allFreedom for all
How They Connect
‘Freedom begins with me’‘Freedom begins with me’
Employee Value Proposition
Source: Mitchell, Colin, “Selling The Brand Inside,” Harvard Business Review, January 2002
November 2010
Employer Brand and Social Media
10
November 2010
Employer Brand and Social Media
11
What is the value of a brand
• Number and quality of applications
• Size and quality of talent pool
• Did people want to work for your organisation?
• Would your current staff count you as an ‘employer of choice’?
$1.75
Generic price
$1.00
Brand premium
$2.75
Branded price
November 2010
Employer Brand and Social Media
12
72.9%
5.1m
29.8m
5.4m
3.7m
17.8m
61.0m
Theopportunityincontext
0.26m
Source: UM Wave 3
November 2010
Employer Brand and Social Media
13
Social Media revolution
24 hours of video uploaded every minute
200 million blogs and growing
50 million tweets a day
1 billion content shares every day
1 new member every second
November 2010
Employer Brand and Social Media
14
45% of employers screen
Social Media sites
source: careerbuilder.com 2009
November 2010
Employer Brand and Social Media
15
reported they found content on social media that
caused them not to hire the candidate
source: careerbuilder.com 2009
November 2010
Employer Brand and Social Media
16
November 2010
Employer Brand and Social Media
17
November 2010
Employer Brand and Social Media
18
The sum of all the jobs on Twitter makes it the largest
job board in the world.
November 2010
Employer Brand and Social Media
19
Source: UM Wave 3 *Twitter Grader
Social Media
Blogging
Micro
blogging
RSS
Widgets
Networks
Imagery
Video
Podcasting
Forums
Chat
62%
read 29.0%
write
21.1%
belong
77.0%
watch
40.2%
listen
No10
Sydney*
47.4%
post
28.2%
upload
74%
message
24.6%
feed
No6
Aus*
November 2010
Employer Brand and Social Media
20
Which social media sites does your organisation use?
2008 % 2009 %
1 Linkedin 80% Linkedin 95%
2 Facebook 36% Facebook 58%
3 Jobster 17% Twitter 42%
4 MySpace 13% MySpace 11%
5 Ning 6% Ning 10%
6 Second Life 1%
November 2010
Employer Brand and Social Media
21
What does your organisation use social media for?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
To make new contacts
To promote open jobs
To headhunt
To look for passive candidates
Other
Source hard to find skills
2008 2009
Source, Jobvites Inc, 2008 and 2009
November 2010
Employer Brand and Social Media
22
Where’s the money being spent on candidate attraction
0
10
20
30
40
50
60
70
80
SocialM
edia
C
areers
site
Job
boards
Likely to spend more in FY10
0
10
20
30
40
50
60
SocialM
edia
C
areers
site
Job
boards
Likely to spend less in FY10
Source, Jobvites Inc, 2009
November 2010
Employer Brand and Social Media
23
Early adoption
November 2010
Employer Brand and Social Media
24
Standard extended lifecycle
November 2010
Employer Brand and Social Media
25
November 2010
Employer Brand and Social Media
26
November 2010
Employer Brand and Social Media
27
Conversation in context
Friends Family
Professional
November 2010
Employer Brand and Social Media
28
November 2010
Employer Brand and Social Media
29
November 2010
Employer Brand and Social Media
30
November 2010
Employer Brand and Social Media
31
72.8% of internet users read blogs and
globally one new blog is created
every second of every day
November 2010
Employer Brand and Social Media
32
November 2010
Employer Brand and Social Media
33
November 2010
Employer Brand and Social Media
34
Social Media Engagement strategy
November 2010
Employer Brand and Social Media
35
Social Media engagement model
November 2010
Employer Brand and Social Media
36
Social Media engagement model
November 2010
Employer Brand and Social Media
37
Controlled
Uncontrolled
Monologue Dialogue
SOCIAL MEDIA
RECRUITMENT
ADVERT
November 2010
Employer Brand and Social Media
38
• Linkedin has 80 million members globally
– A database of 80 million professional/semi professional people
• 1.5 million members in Australia alone
– Australia’s working population is around 9.5 million people
– Linkedin has access to 16% of them
• It is a professional network
– Networking
– Job seeking
• New Company Pages update in beta testing
November 2010
Employer Brand and Social Media
39
November 2010
Employer Brand and Social Media
40
A practical to do list
• Every organisation has an employment 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 a strategic move
– It is also ‘look before you leap’
• Define your organisation’s attitude to Social Media risk
– Determine a strategic approach based on your listening results
• Think about alumni as an entry point
November 2010
Employer Brand and Social Media
41
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Employer Brand & Social Media - Nov ’10

  • 2. November 2010 Employer Brand and Social Media 1 Population distribution 1986
  • 3. November 2010 Employer Brand and Social Media 2 Population distribution 2000
  • 4. November 2010 Employer Brand and Social Media 3 Population distribution 2025
  • 5. November 2010 Employer Brand and Social Media 4 Population distribution 2050
  • 6. November 2010 Employer Brand and Social Media 5 Generation Y’s view Baby Boomers Born 1946-‘65 Generation X Born 1966-’77 Generation Y Born 1978-‘98 Confident ∗ ∗ ∗ Techno-savvy ∗ ∗∗ Team-oriented ∗ ∗ Personal growth ∗ Pragmatic ∗ Globally conscious ∗ Diverse ∗ ∗ Optimistic ∗ ∗ Entrepreneurial ∗ ∗ ∗ 65 - 4565 - 45 44 - 3344 - 33 32 - 1232 - 12
  • 7. November 2010 Employer Brand and Social Media 6 Social Media demographics Baby Boomers Born 1946-‘65 Generation X Born 1966-’77 Generation Y Born 1978-‘98 34% 183,600,000 20% 243,000,000 45% 243,000,000 26% 25,480,000 27% 26,460,000 47% 46,060,000 28% 18,760,000 19% 12,730,000 54% 36,180,000 41% 32,800,000 35% 28,000,000 24% 19,200,000 65 - 4565 - 45 44 - 3344 - 33 32 - 1232 - 12 *Google Adplanner through The Bowditch Group
  • 8. November 2010 Employer Brand and Social Media 7 One brand voice Reward & recognition Reward & recognition Reputation Reputation Culture Culture Leadership Leadership Product offering Product offering Reputation Reputation Service offering Service offering Service performance Service performance Committed employees Products and services EMPLOYER BRAND (EVP) CONSUMER BRAND (CVP)
  • 9. November 2010 Employer Brand and Social Media 8 Two sides of the same coin Corporate brand Employment brand
  • 10. November 2010 Employer Brand and Social Media 9 Southwest Airlines EVP ‘The freedom to fly’‘The freedom to fly’ Customer Value Proposition Freedom for allFreedom for all How They Connect ‘Freedom begins with me’‘Freedom begins with me’ Employee Value Proposition Source: Mitchell, Colin, “Selling The Brand Inside,” Harvard Business Review, January 2002
  • 11. November 2010 Employer Brand and Social Media 10
  • 12. November 2010 Employer Brand and Social Media 11 What is the value of a brand • Number and quality of applications • Size and quality of talent pool • Did people want to work for your organisation? • Would your current staff count you as an ‘employer of choice’? $1.75 Generic price $1.00 Brand premium $2.75 Branded price
  • 13. November 2010 Employer Brand and Social Media 12 72.9% 5.1m 29.8m 5.4m 3.7m 17.8m 61.0m Theopportunityincontext 0.26m Source: UM Wave 3
  • 14. November 2010 Employer Brand and Social Media 13 Social Media revolution 24 hours of video uploaded every minute 200 million blogs and growing 50 million tweets a day 1 billion content shares every day 1 new member every second
  • 15. November 2010 Employer Brand and Social Media 14 45% of employers screen Social Media sites source: careerbuilder.com 2009
  • 16. November 2010 Employer Brand and Social Media 15 reported they found content on social media that caused them not to hire the candidate source: careerbuilder.com 2009
  • 17. November 2010 Employer Brand and Social Media 16
  • 18. November 2010 Employer Brand and Social Media 17
  • 19. November 2010 Employer Brand and Social Media 18 The sum of all the jobs on Twitter makes it the largest job board in the world.
  • 20. November 2010 Employer Brand and Social Media 19 Source: UM Wave 3 *Twitter Grader Social Media Blogging Micro blogging RSS Widgets Networks Imagery Video Podcasting Forums Chat 62% read 29.0% write 21.1% belong 77.0% watch 40.2% listen No10 Sydney* 47.4% post 28.2% upload 74% message 24.6% feed No6 Aus*
  • 21. November 2010 Employer Brand and Social Media 20 Which social media sites does your organisation use? 2008 % 2009 % 1 Linkedin 80% Linkedin 95% 2 Facebook 36% Facebook 58% 3 Jobster 17% Twitter 42% 4 MySpace 13% MySpace 11% 5 Ning 6% Ning 10% 6 Second Life 1%
  • 22. November 2010 Employer Brand and Social Media 21 What does your organisation use social media for? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% To make new contacts To promote open jobs To headhunt To look for passive candidates Other Source hard to find skills 2008 2009 Source, Jobvites Inc, 2008 and 2009
  • 23. November 2010 Employer Brand and Social Media 22 Where’s the money being spent on candidate attraction 0 10 20 30 40 50 60 70 80 SocialM edia C areers site Job boards Likely to spend more in FY10 0 10 20 30 40 50 60 SocialM edia C areers site Job boards Likely to spend less in FY10 Source, Jobvites Inc, 2009
  • 24. November 2010 Employer Brand and Social Media 23 Early adoption
  • 25. November 2010 Employer Brand and Social Media 24 Standard extended lifecycle
  • 26. November 2010 Employer Brand and Social Media 25
  • 27. November 2010 Employer Brand and Social Media 26
  • 28. November 2010 Employer Brand and Social Media 27 Conversation in context Friends Family Professional
  • 29. November 2010 Employer Brand and Social Media 28
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  • 32. November 2010 Employer Brand and Social Media 31 72.8% of internet users read blogs and globally one new blog is created every second of every day
  • 33. November 2010 Employer Brand and Social Media 32
  • 34. November 2010 Employer Brand and Social Media 33
  • 35. November 2010 Employer Brand and Social Media 34 Social Media Engagement strategy
  • 36. November 2010 Employer Brand and Social Media 35 Social Media engagement model
  • 37. November 2010 Employer Brand and Social Media 36 Social Media engagement model
  • 38. November 2010 Employer Brand and Social Media 37 Controlled Uncontrolled Monologue Dialogue SOCIAL MEDIA RECRUITMENT ADVERT
  • 39. November 2010 Employer Brand and Social Media 38 • Linkedin has 80 million members globally – A database of 80 million professional/semi professional people • 1.5 million members in Australia alone – Australia’s working population is around 9.5 million people – Linkedin has access to 16% of them • It is a professional network – Networking – Job seeking • New Company Pages update in beta testing
  • 40. November 2010 Employer Brand and Social Media 39
  • 41. November 2010 Employer Brand and Social Media 40 A practical to do list • Every organisation has an employment 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 a strategic move – It is also ‘look before you leap’ • Define your organisation’s attitude to Social Media risk – Determine a strategic approach based on your listening results • Think about alumni as an entry point
  • 42. November 2010 Employer Brand and Social Media 41 follow us @daemontwo download from daemontwo.com