The document discusses how social media can be used for branding and recruiting. It notes that in the past, companies were wary of allowing employees to use new technologies like email for fear of losing control. Now, social media allows companies to engage with potential candidates and learn more about them. The presentation provides examples of how companies can use platforms like LinkedIn, Facebook, and Twitter to attract talent and evaluate job matches through their social media presence. It emphasizes the importance of having social media guidelines and training employees on proper use.

1. “Social Media; The Branding side” P.O.W.E.R. Collaborative Network (PCN) Presented by Sahar Consulting

2. © 2010 Sahar Consulting -. All rights reserved.

3. Little Story The following conversation is taking place in an executives’ meeting in 1996: “We can’t allow the employees to do this.” “We will loose control of our brand.” “Employees will take time away from their work.” “Legal implications of the FDIC regulating communications - legal liability.” What are they talking about? © 2010 Sahar Consulting -. All rights reserved.

4. Is it ? Facebook? Blogging? Twitter? Linkedin? © 2010 Sahar Consulting -. All rights reserved.

5. WRONG

6. Answer It was a 1997 conversation about: “Using Emails” Nowadays we are totally dependent on emails Emails have made faxes and writing memos almost obsolete In 1997, emails were considered a fad, waste of time, only for college students – exactly the way social media is considered now © 2010 Sahar Consulting -. All rights reserved.

7. What is Social Media Social Media is about engagement, a 2-way conversations to facilitate continuing dialogue and communication with intended audience. It is about building relationships. Social Media includes: Search engines, social networks, blogs, Vblogs, micro-blogs, message boards, instant messaging (IM), webcasts, email and podcasts © 2010 Sahar Consulting -. All rights reserved.

8. Social Networks Are online meeting places allowing consumers and influencers to create, share, interact & build content Examples: Youtube, Facebook, Twitter, Linkedin, Amazon, Wikipedia, Flickr, Technorati, Digg, newsvine Social Networking is like a live cocktail party with no constraint of time or place © 2010 Sahar Consulting -. All rights reserved.

9. Why are we afraid of social media We don’t understand it © 2010 Sahar Consulting -. All rights reserved.

11. Not getting involved is like burying our head in the sand

12. Can cause irreparable damage to your brands10 © 2010 Sahar Consulting -. All rights reserved.

14. Social Media Landscape © 2010 Sahar Consulting -. All rights reserved.

15. © 2010 Sahar Consulting -. All rights reserved.

16. © 2010 Sahar Consulting -. All rights reserved.

17. The 3 social networks mostly used Linkedin Facebook Twitter 15 © 2010 Sahar Consulting -. All rights reserved.

18. LinkedIn LinkedIn is the only professional-based network Almost 65 millions members worldwide, 50% in the United States Average income on LinkedIn is $109,000/year Fortune 500 companies are on LinkedIn Executives, Talents& Entrepreneurs are on LinkedIn Connections are 1ry, 2ry and 3ry Recruiters, HR professionals & Job Seekers 16 © 2010 Sahar Consulting -. All rights reserved.

19. Facebook Facebook is the 2nd most popular site among social networks 400 million active users #1 photo-sharing site 6 million active groups The highest ranking Fan pages are: Obama, Nutella, Dr. House and Twilight Business pages exist/ads 17 © 2010 Sahar Consulting -. All rights reserved.

20. Twitter Micro-blogging site that allows up to 140 characters Provides updates about “What are you doing now” in real-time, biggest word googled in 2009 Flexibility lies in the capability to update status from the web, IM or cell phones Traffic has increased 800% in one year, great SEO 4 million active users/day, real-time search Used by news media during Earthquakes etc… The Obama Administration, WN, JetBlue use Twitter 18 © 2010 Sahar Consulting -. All rights reserved.

21. © 2010 Sahar Consulting -. All rights reserved.

22. What is Branding A brand is how people around us perceive us, what we transmit as a message to others, without even talking. Personal branding, is the process by which we market ourselves to others, it is about “Self packaging” It’s identifying the unique qualities, marketable skills, and institutional knowledge that someone possesses and building a reputation that captures the attention of others (clients, managers, prospects or future candidates& employers). © 2010 Sahar Consulting -. All rights reserved.

23. © 2010 Sahar Consulting -. All rights reserved.

25. What is relevant to your audience? What is real?

26. Must be consistent across all touch points

27. Transparency is key…the network may know more about your company than you do© 2010 Sahar Consulting -. All rights reserved.

28. Social Media tools have leveled the playing ground and have enabled us to reach amazing altitudes, at the cost of our time, but the ROI is justified. The best way to enhance a personal brand online is having a greater Web presence using the different social media networks available and leveraging them. © 2010 Sahar Consulting -. All rights reserved.

29. Employees are Brand Ambassadors “We have found that current employees are the most widely used and are by far the most trusted source of information about organizations for candidates.” Corporate Leadership Council © 2010 Sahar Consulting -. All rights reserved.

30. The Next Evolution in Recruiting 55% of HR professionals rate word of mouth the best source for candidates “HR Next” Success in social networking is the defining element of the best-practice recruitment marketing portfolio in 2010 “Arbita|6 Must-Fund Recruitment Marketing initiatives for 2010 I will be stunned if 50% of candidate referrals aren’t coming through online communities in the next 5 years “Taleo” © 2010 Sahar Consulting -. All rights reserved.

32. Social networking and blogs are now the 4th most popular online activity ahead of personal Email

33. 2/3 of the Internet population visits social networks.

34. 5 hrs/week = average time Job seekers use social media.

35. 30% of Google searches are job related – 226 million per month© 2010 Sahar Consulting -. All rights reserved.

37. Google by 7%

38. MySpace: Decreased in 16%

39. Monster: Decreased by 35%

40. Career builder: Decreased by 27%On Facebook more than 60,000 users created groups about careers and networking with over 2 Million members © 2010 Sahar Consulting -. All rights reserved.

41. Message power and how to harness it Social media platforms present a completely new opportunity to instantly deliver the message to millions of people. The impact of Public Relations is simply ground shaking The mode of job searching is changing: candidates use Google, LinkedIn, jobing websites like jobing.com © 2010 Sahar Consulting -. All rights reserved.

42. Attract Talent That Fits Your Culture using Social Media “Using social media for employment branding allows you to meet potential candidates on their territory and engage in richer, more meaningful dialogue with them – and because social media is a conversation, people are a lot more likely to find you. Why? Because they're actually looking for you. They want to talk to you – so if you follow the rules of good conversation, your labor market will actually seek you out.” Source: Brand For Talent

43. © 2010 Sahar Consulting -. All rights reserved.

44. For recruiters, social media is Reach © 2010 Sahar Consulting -. All rights reserved.

45. Social Media network Usage example: Facebook IBM Page © 2010 Sahar Consulting -. All rights reserved.

46. Social Media networking for jobs: Twitter © 2010 Sahar Consulting -. All rights reserved.

47. Social Media networking for jobs: LinkedIn © 2010 Sahar Consulting -. All rights reserved.

49. Observe and Listen © 2010 Sahar Consulting -. All rights reserved.

51. More honest data as profiles are essentially peers reviewed

52. Easier to leverage your network to locate and reach talent

53. Relationship context helps build a trusted communication environment

54. Can do better reference checks© 2010 Sahar Consulting -. All rights reserved.

56. Use social media to ask questions

57. Use social media toextend your contacts

58. Use social media to drive your extended contacts

59. Use social media to sell your services© 2010 Sahar Consulting -. All rights reserved.

62. What key terms might aid the applicant’s search?

64. Connect to the seekers’ criteria

65. Sell the job differently© 2010 Sahar Consulting -. All rights reserved.

66. How is your brand perceived © 2010 Sahar Consulting -. All rights reserved.

68. Audience is used to interacting with content wherever they want

69. Transaction vs. harvest

70. Segment the audience and channels

71. Review your process: Focus on ease to use© 2010 Sahar Consulting -. All rights reserved.

72. Job Aggregators © 2010 Sahar Consulting -. All rights reserved.

73. © 2010 Sahar Consulting -. All rights reserved.

74. Credit to J Skipper © 2010 Sahar Consulting -. All rights reserved.

75. Examples of Corporate Career micro-sites © 2010 Sahar Consulting -. All rights reserved.

76. © 2010 Sahar Consulting -. All rights reserved.

77. © 2010 Sahar Consulting -. All rights reserved.

79. How would you use social media to assist the evaluation?

80. How are they different? © 2010 Sahar Consulting -. All rights reserved.

82. 25% use the internet to research job candidates before an interview

83. There are ethical issues about previewing candidates profiles online but can give a feeling about a match to the job

84. A hiring manager turned down an applicant after they bad mouthed a previous employer on their Facebook profile

85. Firms need to be aware of security risks issues what data are legal to use or not use during a screening process

86. Use a personal profile to check potential; candidates profiles is questionable

87. Guidelines need to be set so not to go too far© 2010 Sahar Consulting -. All rights reserved.

88. Create Guidelines / Train Sample Twitter Policy (gruntledemployees.com): Be professional, kind, discreet, authentic. Represent us well. Remember you can’t control it once you hit “update”. Sample Blogging Policy (gruntledemployees.com): Be professional. Sample Social Media Policy (hrcapitalist.com): Encourages team members to be active in social media as an ambassador of their company. Only three rules – be real, add value and don’t say anything that would embarrass your mom. If your mom has low standards, then don’t say anything you wouldn’t want to see on the front page of USA Today. Simple enough.

90. Be transparent

91. Be honest

92. Be responsive

93. Be personal

94. Listen© 2010 Sahar Consulting -. All rights reserved.

95. Brought to you by: Sahar Andrade Sahar Consulting www.saharconsulting.com www.linkedin.com/in/saharandrade www.facebook.com/saharconsulting www.twitter.com/saharconsulting THANK YOU © 2010 Sahar Consulting -. All rights reserved.