Engage! Your Employer Brand Strategy via Social Media
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Where has all the top talent gone? In the past, the people we wanted to hire for our companies were plentiful and easy to find. Lately, their skills are all wrong, and keeping the talent we already have is harder and harder as well. It may seem counterintuitive to look to social media marketing and branding for the answers, but at its heart, HR and social media are both about relationships. During this session, the managing director of social and talent strategies at an IT professional services firm will help you build a strategic framework for social media planning. You'll find out how to define your employer brand, ways to perform and employer brand audit on social media, what a social careers page can do to energize your company's reputation, and how to measure the success of your employer branding efforts to command the attention of your company's C-suite executives.
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Engage! Your Employer Brand Strategy via Social Media
- 1. Engage! Your employer brand strategy via social media
- 2. Is your reputation as an employer less than stellar? Come work for us. We’re a great place to work. Really! We really mean it. C’mon! (Pay no aAention to the ominous smoke stacks.)
- 3. Yesterday
- 4. In the past, our channels were limited. • Print • Radio • Television
- 5. One-‐‑way communication We are an Radio awesome place to work! Print Television Potential Hires ...
- 6. Today
- 7. Social Media = mainstream Source: Did You Know 4.0
- 8. Social Media = mainstream Source: Did You Know 4.0
- 9. Social Media = mainstream Source: Did You Know 4.0
- 11. For many companies, social media is only a...
- 12. Social Media Reaction Scenarios Risk Benefits Trust Response Risk Benefits Perceived Actual High Low Low Control High None High Low Low Ignore High None Varies High Varies Explore Low Low Low High High Engage Low High While organizations that aAempt to ignore or control social media perceive high risk, the actual risk of this reaction is high due to blind spots, missed market opportunities, and more agile competitors who realize the benefits of engaging.
- 13. Short Quiz 1. I have a LinkedIn profile. 2. I have a Facebook profile. 3. I tweet. 4. I belong to one or more other social networks. 5. I have hired someone I identified or attracted via one of these social networks. 6. I have tracked hiring results via social media. 7. My company has blocked one or more of these social networks.
- 14. Social Media as Irritant Technologies that support, enable and supposedly enhance social relationships have, in fact, so far been the ruination of the employment process for many companies. As a result of our ability to communicate instantaneously with so many people at once, we find ourselves overwhelmed by the immensity of the two-‐‑way communications. We haven’t fully thought through all of the ways that our new technology platforms might be used to enhance and maintain relationships not only with our prospective hires, but with our existing employees and, yes, our former employees.
- 15. Omni-‐‑directional communication We are an awesome place to work! Broadcast Online Print That’s not what my Facebook friend said!
- 17. Planning your employer brand strategy
- 18. Social Media Business Context Execution Framework Social Solution Suite Results Accountability Mission Vision Business Focus Interesting Channels Strategy Direction ROI Social ü Influence Media ü Engagement Timing ü Sales Word of Mouth Marketing Message Brand Was there a reaction? Public Relations Advertising Was it the reaction we wanted to achieve? Social Media KPI’s Company’s actions Metrics for ü Feedback ü Targets achieved Public Policies Stories Accountability ü Guidance Company What were the best channels? How do we do beAer? Values Achievement targets People Social responsibility
- 19. Social Solution Suite A set of social media channels and the means of measuring actionable outcomes so that you can adjust your market messages to best effect and START HERE maximize your Strategic Objectives Adjust Message
- 20. Start with a brand audit • Do you have a careers site? • What drives prospective employees there? • What do your current (and former) employees have to say about you? (glassdoor.com) • Your online presence o Discussion boards o Blogs o Facebook o LinkedIn o Twitter • Benchmark your competitors o Regional o Global o Top Brands outside your vertical
- 21. Formulate your employer brand message • Know your assets o Pay o Benefits o Facility o Upward mobility o Technology o Management team • Elevator pitch • Look the part • Supporting documents • Your online self
- 22. What are your building blocks? Great story Great story Great story demonstrating demonstrating demonstrating how cool your how amazing rock star team shop really is is for Brilliant is for Amazing Benefits is for Creative Management Environment
- 23. Building the brand What you convey face-‐‑to-‐‑face Brochures, LinkedIn company profile, digital communications Your foundational stories
- 25. Wabbit Hunting • LinkedIn / Facebook / Twitter Profile Searches • LinkedIn Answers / Quora • Hunt LinkedIn Groups • Follow LinkedIn Companies • Blog searches o Via Technorati, Icerocket • Google Alerts
- 27. Honey Pot • Interesting blog content • Webinars • Viral videos about your company • Thought leadership • Conversation leadership • Community creation (Ning, LinkedIn Groups) • White papers • Traditional job posting
- 28. Metrics Accountability Awareness • Visits, views, followers, fans, subscribers, mentions Influence • Share of voice, sentiment, top influencers, recurring visitors Engagement • Shares, replies, wall posts, comments, blog entries Action / Conversion • Resumes received, interviews, offers extended Hired! Based upon image by Nichole Kelly. AAribution-‐‑NoDerivs 2.0 Generic (CC BY-‐‑ND 2.0)
- 29. Insight Tools Free Pay hAp://wiki.kenburbary.com/social-‐‑meda-‐‑monitoring-‐‑wiki
- 30. Tomorrow
- 31. Prepare for more disruptions Augmented Reality
- 32. Augmented Reality Followers 12 Following 5
- 33. Augmented Reality EllKell: @talentline411 Waiting for my tweets and LinkedIn activity to yield $100K Followers 12 Following 5
- 34. Prepare for more disruptions • Real estate • Health care • Transportation • Tourism • Leisure and entertainment • Games • Retail • Social networks & communities
- 35. What to watch for • Faster • Easier • Different
- 36. A few closing thoughts • Remain calm. • Social engagement matters in the “War for Talent.” • Personally embrace these tools and raise your awareness of what they can do.
- 37. Thank you! Todd Nilson @socialsyntax (414) 378-2083 http://socialsyntax.net