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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.

Published in: Business, Technology
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Engage! Your Employer Brand Strategy via Social Media

  1. 1. Engage! Your employer brand strategy via social media
  2. 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. 3. Yesterday
  4. 4. In  the  past,  our  channels   were  limited. •  Print•  Radio•  Television
  5. 5. One-­‐‑way  communication We  are  an   Radio awesome   place  to  work! Print Television Potential   Hires ...
  6. 6. Today
  7. 7. Social  Media  =  mainstream Source:  Did  You  Know  4.0
  8. 8. Social  Media  =  mainstream Source:  Did  You  Know  4.0
  9. 9. Social  Media  =  mainstream Source:  Did  You  Know  4.0
  10. 10. For  many  companies,  social  media  is  only  a...
  11. 11. 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.
  12. 12. 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.
  13. 13. 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.
  14. 14. Omni-­‐‑directional  communication We  are  an   awesome   place  to  work! Broadcast Online Print That’s  not   what  my   Facebook   friend  said!
  15. 15. Planning  your  employer   brand  strategy
  16. 16. 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
  17. 17. 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  
  18. 18. 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? (•  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
  19. 19. 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
  20. 20. 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
  21. 21. Building  the  brand What  you  convey  face-­‐‑to-­‐‑face Brochures,  LinkedIn  company  profile,  digital  communications Your  foundational  stories
  22. 22. The  Direct  Approach
  23. 23. Wabbit  Hunting •  LinkedIn / Facebook / Twitter Profile Searches•  LinkedIn Answers / Quora•  Hunt LinkedIn Groups•  Follow LinkedIn Companies•  Blog searches o  Via Technorati, Icerocket•  Google Alerts
  24. 24. The  Indirect  Approach
  25. 25. 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
  26. 26. 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)
  27. 27. Insight  Tools Free Pay hAp://­‐‑meda-­‐‑monitoring-­‐‑wiki
  28. 28. Tomorrow
  29. 29. Prepare  for  more  disruptions Augmented  Reality
  30. 30. Augmented  Reality Followers 12 Following 5
  31. 31. Augmented  Reality EllKell: @talentline411 Waiting for my tweets and LinkedIn activity to yield $100K Followers 12 Following 5
  32. 32. Prepare  for  more  disruptions •  Real estate•  Health care•  Transportation•  Tourism•  Leisure and entertainment•  Games•  Retail•  Social networks & communities
  33. 33. What  to  watch  for •  Faster•  Easier•  Different
  34. 34. 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.
  35. 35. Thank  you! Todd Nilson@socialsyntax(414) 378-2083