The document provides guidance for HR professionals on using online social networks like LinkedIn, Facebook, and Twitter. It recommends developing a plan that identifies key messaging, target audiences, and initial channels. It also warns of potential risks like legal issues, loss of control over messaging, and liability. The document then offers techniques for direct engagement like searching profiles and groups, as well as indirect engagement through content creation and community building.

1. HR Use of On-line Social Networking Tools
By Todd Nilson, Managing Director of Social & Talent Solutions, SPR Companies
LinkedIn, Facebook, Twitter represent only the most visible of the continually growing and
more popular methods of on-line communication. What’s an HR professional to do with them?
Plan for Success
• What is your key message for
candidates?
• Who do you want to reach online?
• Choose your initial channels wisely.
• Who will manage conversations?
• How will you engage? Risks
• What’s the best way to measure your • Fire! (Ready, Aim)
efforts? • Poacher’s Paradise
• Legal Risks
o Discrimination
Techniques o Harassment / Stalking
Direct Approach
o Bad referencing practices
• LinkedIn / Facebook / Twitter Profile
Searches
o Information leaking
• LinkedIn Answers o Misinformation
• Hunt LinkedIn Groups o Hate pages (“I hate company X!”)
• Follow LinkedIn Companies (New) • Liability for bad advice (highly regulated
• Blog searches (via Technorati, Icerocket) industries)
• Google Alerts • You do not control the vertical
(or the horizontal)
Indirect Approach
• Interesting blog content
• Webinars
• Viral videos about your company
• Thought leadership
• Conversation leadership
• Community creation (Ning, LinkedIn
Groups)
• White papers
• Traditional job posting
Sources:
The Conversation Prism - http://theconversationprism.com
Did You Know 4.0 - http://www.youtube.com/watch?v=6ILQrUrEWe8
How Networks Erode Institutional Power, And What to Do About It. by Chris Charron, Jaap Favier, Charlene Li,
February 13, 2006 http://www.forrester.com/rb/Research/social_computing/q/id/38772/t/2
The Broad Reach Of Social Technologies. by Sean Corcoran, August 25, 2009.
http://www.forrester.com/rb/Research/broad_reach_of_social_technologies/q/id/55132/t/2
ENGAGEMENTdb.com
Gartner Hype Cycle for Emerging Technologies 2009 - http://www.gartner.com/it/page.jsp?id=1124212
@socialsyntax
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