The Socialisation of Business
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The socialisation of business - leveraging new media in the workplace. Looks at the origins of social media, employee engagement and the growth of business social networking, including social recruitment for 2012. Presented at the 2nd Annual Workforce Capability, Planning & Development Conterence in Wellington, NZ, 1 May 2012.
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The Socialisation of Business
- 2. • What is Social Media? • Stats & usage • Creative uses • Employee Engagement • Social Media in Recruitment • The Social Plan • Rules of Engagement
- 3. • It’s the blend of technology and social interaction • Marketing: • Create brand awareness • lead generation • Human Resources: • Employee engagement tool • It’s not a fad or a trend – and it’s here to stay
- 4. • Interactive and Experiential • The first Olympic games where social media will be the dominant Reporter • Twitter official news source
- 5. Book your airline seat based on your social network
- 6. • 86% of Kiwis use the internet • 64% of them belong to a social networking site, of whom 96% are on Facebook 85% use Facebook to post msgs • 87% of Kiwis under 30 belong to a social networking site – mainly Facebook
- 7. • 500,000 New Zealand business people are now registered on LinkedIn • Most popular titles being Manager, Director, Company Owner and CEO
- 8. • Information access – iPhone, android, iPad, tablet • 50% of Facebook users access Fb on mobile devices
- 9. • Communication, connection, & community • Psychology 101: Maslow's Hierarchy of Needs The need to belong - to a family, a tribe, a community • Tribes are diminishing • Online communities are flourishing • Facebook, Google+, LinkedIn, twitter, Pinterest
- 10. • Worry about the tools last, not first
- 11. • People are changing faster than businesses • Traditional communication – email is becoming passé. • Yet 50% of large organisations block social sites access for employees • by 2012 this number should drop to 30%* Employees circumvent corporate blocks by using their personal smartphones. *Gartner Study 2010
- 12. Engaged Employees • Show Up - mentally and physically • Show Off - please customers • Put Out - produce higher quality products
- 13. • A heightened emotional connection • Greater discretionary effort • Aligned to goals and values • Buy in to the mission of the company
- 14. • Knowledge-sharing • Collaboration • Speed and quality of problem-solving • Innovation • Improved Job Satisfaction • Higher Productivity
- 15. • Increased Profits • Employee Retention • Increased Turnover • Lower Operating costs • Improved customer service • Outperform competitors 8:1 in turnover and profitability* • Increase turnover 2.6 times faster** *Firms of Endearment: How World-Class Companies Profit from Passion and Purpose **Gallup Research
- 16. Employee Engagement Employee Retention Customer Satisfaction Financial Performance
- 19. • Quick access to information from an expanded network • Socialise business processes • Sharpen organisational intelligence • Improve business performance • Engage a workforce • Keep employees connected
- 20. • Generate trust through networked relationships • Enables flexible work • Spans international borders
- 21. •Mobile Tools •Advanced Virtual Meetings From Skype… …to Telepresence • Advanced telepresence technologies simulate in- person meetings with high interactivity and richness
- 23. • Starbucks: The Partner Café • McDonalds: StationM.com
- 24. Virgin Media • 20,000 employees • reduce time on the road and spend more time at work or at home with their families. The Flexible Working Initiative
- 25. • Test pilot with 1,000 employees using Cisco social collaboration tools • Allows employees to post Facebook-like updates, instant messaging, document sharing, video communication, microblogging • A great success, now rolled out to 5,000 employees
- 26. External Social Networking Sites
- 27. • Internet-based alternative for companies without intranets/custom technology solutions • Customisable platform for building your own employee social network • Provides chat, blogging, forums, groups, and photo/video sharing
- 28. Fonterra • Vision and values being rolled out globally • Gartner survey revealed high levels of disengagement among Fonterra employees globally • Employee engagement needed most on the factory floor
- 29. • Intrepid-Journey • China, Trinidad and Tobago, Sri Lanka • Asthma inhalers, capsules and tablets • Online competition • 2-minute video -brand ambassador for Fonterra
- 30. Enter: syENGAGE • Delivery = open, transparent, engaging • Created by peers • Supported by comms programme • Channels: Posterous Blog • Video entry by email • Ability to moderate entries • Auto feed to Facebook • Facebook shows progress of competition
- 31. • Limited timeframe to reach 17,000 employees • 9,300+ visits to site • 144 video entries • Winners David & Isabell flew to Australia, Trinidad and Tobago, the Netherlands, Dubai, China, and Sri Lanka • Log told David and Isabell’s ongoing story http://putusinthepicture.com
- 32. Social Brainstorming • Dell Hell Dell Idea Storm • Dell Employee Storm • Employee Voice Platform
- 33. • Successful recruiting has always been about networking • The platform for engagement has now changed
- 34. • New application capabilities make social recruiting easy and efficient • Close the gap between the recruiting power of smaller and larger companies • Providing richer and more personalised communication between recruiters and prospective candidates • Facebook, Twitter, LinkedIn, Google+ gain more traction in 2012
- 35. • 1 billion users by end of 2012 • Talent pool 5 x bigger than LinkedIn’s • Used by over 9 million companies • Emergence of professional recruiting applications: • Plugin apps make hiring simpler
- 36. • Design beautiful and compelling career pages, avoid clutter • Share fresh dynamic and interesting content to engage your audience • Listen to candidates and be responsive • Engage your prospective candidates through quizzes and contests
- 37. • Give industry insights, post employee experiences • Schedule updates and monitor results • No silver bullet – it’s a long term investment Source: http://mashable.com/2012/02/05/facebook-recruiting-infographic/
- 38. • A free microblogging site that enables users to send messages or “tweets” of up to 140 characters. • Recently introduced brand pages • Tweet interesting, media-rich content and users will find you through #Discover feature
- 39. • Engagement has been relatively low: 90% of the traffic on Twitter is generated by 10% of users • Tweet social media optimized job postings, videos, photos and engaging stories • Actively engage in conversations with followers, and using the @Mention feature and popular hashtags
- 41. LinkedIn • Successful IPO in 2011 • 1 in 20 U.S. members is a recruiter, headhunter, or HR professional • Highest ranking for applicant quality* • Increasing competition from Facebook and Google+ • Expect to see new features and richer profiles *Source: Internal survey of LinkedIn.com job posters conducted December 2009. 250 respondents
- 42. LinkedIn 1. LinkedIn Jobs Network 2. LinkedIn Recruitment Ads 3. LinkedIn Recruiter
- 43. • Google+ predicts growth to 400 million users by the end of 2012 • Unique Hangout and Circles features • The Hangout feature taps into the already growing trend towards video interviewing remote candidates • Circles allows recruiters to message specific influencers and candidates.
- 44. • Google & online search candidates • Facebook password request • Discussion Groups • Glassdoor: an inside look at jobs and companies, salaries, best places to work
- 47. 1. What’s the purpose? Collaborating Connecting Training Sharing knowledge Solving a problem Brainstorming Supporting Organizing an event Keeping employees informed CEO connection Providing ideas Complaining Recruiting Introducing an initiative
- 48. 2. What is the promise of the community: • What value will employees get? 3. Communities grow if enough employees care about them 4. Start small and inexpensive – don’t overcomplicate 5. Don’t start with the technology: • Purpose and promise define the tools required
- 49. 6. Have a plan for great content, ongoing activities – especially at the start • Collaborate with Marketing and Communications 7. Have dynamic community leaders: welcome, participate, connect – but not control • Involve CEO. Study findings reveal 82% of employee respondents trust a company more when the CEO and leadership team communicate via social media.* *BRANDfog. “2012 CEO, Social Media & Leadership Survey” March 12, 2012
- 50. 8. Get a passionate core of participants before launching Identify your Social Media Rock Stars
- 51. 9. Training and education Everyone will be at different levels of competency and confidence with Social Media
- 52. 10. Rules of engagement: Social Media Policy • Social media crises are on the rise • What are your employees saying about your brand online? • How are they communicating to your customers? • Despite the dangers of unrestrained employee social media use 76% of companies do not have a clearly defined Social Media Policy.
- 53. 11. The Basics • Develop business objectives • Establish governance • Create a team and a process to deal with crises • Connect business units to increase coordination and reduce duplication • Weave real-time response into business process and planning Source: J. Owyang, Social Business Readiness: How Advanced Companies Prepare Internally
- 54. 12. How Advanced Companies Prepare 1. Baseline Governance and Reinforcement: • Established and reinforced a corporate social media policy that allows employees to participate professionally 2. Enterprise-Wide Response Processes: • Defined processes for rapid workflow and engagement with customers in social media 3. Ongoing Education Program and Best Practice Sharing: • Fostered a culture of learning through ongoing social media education Source: J. Owyang, Social Business Readiness: How Advanced Companies Prepare Internally
- 55. 13. Important rules to live by: Protect Information: • Never share numbers, performance data and internal communication Be honest and transparent: Disclose associations Make it clear that you work for the company, but these words are my own opinion. All statements must be true and not misleading Back up facts with links back to company blog or landing page
- 56. Important rules to live by: Be respectful Respect your audience No personal attacks, no disparaging remarks about employees, customers, partners or prospects No remarks that are off-topic or offensive Don’t make forward looking statements • Product strategy, upcoming release dates, etc.
- 57. Important rules to live by: Don’t register channels without prior consent • Don’t register the company brand name under different social media sites Be diplomatic when writing about the competition – get your facts straight Never comment on anything related to legal matters, or crisis situation Use common sense & common courtesy
- 58. Rules of Engagement Guidelines should also cover: • Spamming • Copyright • Privacy • Help & support • Consequences
- 59. Other tips for posting online: • Know your audience • Conversations are a two-way street • Remember that quality matters • Think before you post – how can it be perceived? • Google has a long memory!
- 60. 14. Learn from other industries, and innovators o Brand culture – company culture – social media experience 15. Measure, monitor and report o Set up dashboards
- 61. Social media / networking is here to stay – embrace it Communication and community is fundamental to who we are Engaged employees deliver improved business performance Engage employees through business social networking Engaged employees become brand ambassadors
- 62. Engaged employees make the company a desirable place to work and attract top talent and clients Start with business objectives first – worry about the tools later Have a plan Include social media education and training Create rules of engagement Have fun!
- 63. “Make your business less machine and more networked organism – a human organisation that’s holistic and networked” Richard Binhammer - Dell Kerry Eyre www.hrmatters.me
- 64. Some social enterprise networking platforms available: • Yammer.com – the enterprise social network with Facebook-like functionality (basic plan is free) • Cisco Quad – web-based collaboration platform • Cisco - WebEx – web-based mobile collaboration - Enables telepresence meetings from Smartphones • Socialcast.com – software enabled social networking behind the firewall or in the cloud • Jivesoftware.com – enterprise social business software • Microsoft SharePoint 2010 – (Software with add-on tools) • “Integration with Office 2010 makes collaboration and social networking easier for the end user”* *10 things we love about SharePoint 2010, Network World. http://www.networkworld.com/slideshows/2010/051710-microsoft-sharepoint-server-2010-test. • Microsoft Lync – Software powered „unified communications‟ • IBM Connections – Social Software • Ning.com – external social network tool • Boonex.com – Community software Social Media Aggregators (Dashboards): Condenses your social media profiles and data streams into one application and displays is in a dashboard format. • Hootsuite.com • Tweetdeck.com For 21 different aggregators and measurement tools see: http://www.pcmag.com/article2/0,2817,2401299,00.asp Social Media Monitoring Tools Small or Medium Businesses with a decent marketing budget: • Sysomos • Radian6 • Lithium Smaller Businesses with smaller budgets: • uberVU • Viralheat • Brandwatch Source: http://social-media-monitoring-review.toptenreviews.com/
- 65. Blogging: • Blogger.com • Posterous.com • Tumblr.com • Typepad.com • Wordpress.com Document Sharing: • Slideshare.net – share knowledge and expertise through slideshows with an online business community • Dropbox.com – a free service that lets you import your photos, docs, and videos anywhere and share them easily • GoogleDocs – Create and share your work online and access your documents from anywhere for free NZ Social Media Consulting, Education & Training: • syENGAGE.co.nz Websites of interest: • Pinterest.com – a visual „virtual pinboard‟ for all your favourite things. Pin images and videos. Create a visual CV. • Scoopit.com – create your own online magazine. Scoopit searches the internet and brings you relevant blog information on your selected topic of interest. • Stumbleupon.com – discover new and interesting things based on the topics of interest selected by you. It‟s „like exploring a web created just for you‟ • Mashable.com – for the latest in technology and social media news Note: Listing these resources in this presentation is not a recommendation for use nor endorsement of these Websites and programs. I am not sponsored by any company and came across this information while researching this subject matter, and in my personal opinion found it interesting and helpful. If you are considering adopting any initiatives or programs in relation to this presentation I recommend first setting firm goals and objectives and undertaking research in relation to your business needs. – Kerry Eyre
Notes de l'éditeur
- Good morning everyone. My love of social media began when I joined facebook over four years ago. I thought wow, this is amazing! It just opened up a whole new world of possibilities for me, in my personal life and in business.It’s evolution has happened so quickly that it has indeed been called a revolution. It’s still evolving and it’s hard to keep up. So if you’re feeling confused and overwhelmed about all this tweeting, and blogging, believe me you’re not alone.Social media is having an impact on all of us, your employees, and your business, and I hope that my presentation today will shed some light and also leave you inspired to find out more about how you can incorporate social networking into your business and use social media to your advantage.You might think – Social Media? that’s not my department. But believe me the traditional role of HR in companies is changing. Just as the Personnel Department morphed into HR – HR is constantly evolving, some of your role might be divested to line managers or marketingAs HR practitioners you’re expected to go beyond functional HR activities and add real strategic value to your company. And I believe this is where you can.
- So what’s on the agenda?Firstly I’m going to cover off what social media is, give you some stats on uptake and usage, then give you examples of some creative ways with social media.Then we’ll look at employee engagement and how social media can be used to create a dynamic networked organisation, leading on from this I’ll cover social media in recruitment. And then give you an outline of a social plan of how to incorporate social networking into your organisation, including the rules of engagement.Ok, on with the show!
- So what is the definition of social media?Social media represent the media for social interaction – as a superset beyond social communication.In simple terms it’s tools for communicationIt includes internet forums, weblogs, wikis, video, microblogging, podcasts, photographs or pictures, to name a few. It’s been embraced globally. Here are some stats for you… (play video) Hide pop up ads
- Social media has increasingly been used for change and influence: It was the primary source of communication in the Arab spring uprising in 2011.And has been instrumental in uprisings in other middle east countries tooAnd in 2012 we have the most infamous criminal Kony plastered all over the internet to expose his crimes against humanity.Marketing has changed dramatically in the last couple of years – see how many social media logos are attached to corporate websites, and advertising. With the adverts screaming “Connect with us” and “Like us”How our news is sourced has undergone radical changes too, television receives the information second and third hand through social media sources. Programs like Close Up and Campbell Live use facebook for viewers to comment live. It’s just becoming the norm.
- Social media is permeating our livesAnd this year, the Olympics in London will be dubbed the Socialympics. The first Olympics in history where social media will be the dominant news source. Athletes will be tweeting direct to fans. Imagine wishing our NZ Olympic contingent good luck and the messages appearing direct on their phones. They can tweet us back and tell us what the Olympic village is like, what they’re doing, how they’re feeling, it’s going to be like being there, it’s going to be magic!
- I saw this recently at a presentation in Auckland and it blew me away. Imagine being able to book your airline seat, based on your connections on LinkedIn or Facebook? Both Malaysia Airlines and KLM’s meet and seat program lets those booked on long haul flights find out who else will be on the flight too. With meet and seat you can view other passengers Facebook or LinkedIn profiles and see where they’re sitting. You might search for people going to the same conference as you, or people in the same industry… The opportunities are endless.
- We know the global stats, but how many Kiwis are online and active on social media – quite a few as you can see….
- And you can’t ignore the professional network of LinkedIn with half a million business people registered…
- Access to social media has changed with the introduction of Web 2.0. Now it seems, there’s an App for everything!
- So why has social media become so successful so fast?Fundamentally its about communication, connection, and communityNow, I’m not a psychologist (so those with psychology degrees look away now) I think that it’s like Psychology 101 It's in the core of our being as humans the need to belong – and I refer to Maslow's Theory the need to belong to a family, a tribe, a community. Even back in caveman days – cave dwellers often posted pictures and messages on other tribes walls. But society has changed. Tribes and close knit communities are rare. And let’s face it - who here has a closer relationship with their friends on facebook than they do with their neighbour 2 doors down?That’s why we’ve seen the success of online communities like facebook, google+, LinkedIn, Twitter & PinterestUltimately people want to have their voice heard
- So here are where the conversations are occurring online. The centre represents the brand, the company, and all the various platforms where the conversations are happening. But don’t be overwhelmed – worry about the tools last.
- People are changing faster than businesses, the way we operate online in our social lives is very different to how we operate and communicate in business. I don’t email my friends – I have conversations with them online, or on mobile, or by text. There are companies merging the two and creating a social business world, however a lot of businesses still block access to social media sites, although this should drop in a few years.After all can you really expect employees to give 100%, 100% of the time? We’re working longer and harder than ever before – taking time out to reconnect with your loved ones and friends is refreshing and more beneficial than chatting round the water cooler. And aren’t we more concerned about performance outcomes rather than the number of hours sat behind a desk?
- So let’s look at employee engagement, that magic IT factor:■Show Up – Engaged employees stay at their jobs longer creating low turnover costs. ■Show Off – With low turnover comes improved customer relationships, deeper product experience and a better understanding of how customers use products in their environment. ■Put Out – Engaged employees do a better job because they have more experience and because they are more financially/emotionally vested in the company’s brand, reputation, and performance.
- An engaged employee has a heightened emotional connection with your company. Exerts greater discretionary effort and is aligned to your goals and values.
- So what’s important to enabling engagementFirstly the Quality of Work 2. Work/Life BalancePerception of the Value of Work Supportive environmentChallenge/Interest Recognition of life cycle needs/flexibilityAchievement Security of incomeSocial environment Freedom & AutonomyWorkload Quality of work relationship3. Inspiration/Values 4. Enabling EnvironmentQuality of leadership Physical environmentOrganisational Values & Behaviour Tools and EquipmentReputation of Organisation Job trainingRisk Sharing Information and processesRecognition Safety/Personal SecurityCommunication5. Future Growth/Opportunity 6. Tangible RewardsLearning and development beyond Competitive Paycurrent job Good BenefitsCareer advancement opportunities Incentives for higher performancePerformance improvement & feedback Ownership PotentialRecognition AwardsFairness of Reward
- Knowledge-sharing (Increased learning, and unlocks latent talent pool)Enables Collaboration, effective brainstorming Speed and quality of problem-solvingInnovationImproved Job SatisfactionHigher Productivity
- And furthermore engagement has all these other benefits. And what organisation doesn’t want this?
- So in summary employee engagement leads to employee retention and satisfied customers, and improved financial performance
- Being engaged, means being connected. Connected Employees means a Connected Business. More and more, employees are interfacing on Social Networks. So isn’t it about time you got involved too? Isn’t it time to become a more social business?
- Social businesses think differently to traditional ones. It’s not about pushing the message, and control from the top down.It’s about connecting people and empowering networks
- Having a social business means having social networking tools to enable quick access to information, sharpening your organisational intelligence by sharing and retaining your intellectual capitalImproving business performance through a workforce that’s connected and engagedI believe in the future we will see the growth of niche social networks. Business social networks - They make sense. Just imagine I’m trying to stay fit and I go to the gym. Potentially I will log into my gym social network, where I’ll have a profile and where I’ll share my work-out routines, ask for advice on next steps and ask who is willing to go running on Saturday morning. Later when I’m at work I will log into my business social network, where I will review the status of documentation , get involved in a discussion group, add some ideas, answer a couple of customer enquiries, sign up for a drink with fellow employees on Friday and schedule a team meeting.Later on at night I can catch up with my friends on my personal networks at home.
- In addition to other benefits social networking tools enable flexible work options for your workforce, and it has the ability to be global.So employees and stakeholders already are today engaging in social media whether the company likes it or not. The opportunity is to lead the way, set the rules. The opportunity is to create a Business Social Network.
- Here are some tools and ways to use social networking for business, and you’re probably using some of these right now:Mobiles Tools – on the go – there’s applications available to ensure your team stays connected anywhere. With Mobile MessagingMobile Videos and PodcastsMore companies are using Skype and other custom solutions to collaborate across officesThis allows File-sharing and instant messaging optimizes collaborationThere are also advanced telepresence technologies that simulate in-person meetings with high interactivity and richness
- New research studies reveal the importance of using social networks and virtual communities in teaching and learning. Imagine how this could work in your organisation?
- Here’s an example of a couple of companies who have been using social networking extensively.Starbucks in the US have been using social training platforms for a number of years, and it’s been very successful in delivering relevant training to their widely dispersed network of employees.MCDonald’s connect an incredible 1,000,000 + franchise crew employees through their StationM site
- Here is a great example of business social networkingVirgin Media – provides Internet, television, mobile and fixed phone services in the U.K. with 20,000 employeesThey have a similar traffic problem in the UK to us in Wellington and Auckland They wanted to reduce time their employees time spent on the road and spend more time at work or at home with their families.And they called it the Flexible Working Initiative.
- Began test pilot with 1,000 employees using Cisco social collaboration tools.This allowed employees to post Facebook-like updates, instant messaging, document sharing, video communication, and microblogging.So instead of wasting hours in traffic each day, Virgin Media employees were able to avoid the traffic jams and use these social tools to connect with the business, anywhere and anytime they chose.And here’s the result (Play video) Hide Pop up ads
- So that’s internal networking sites, what about external ones?
- External sites can be an alternative for companies without intranets. It’s relatively cheap and easy to set up a site on social site like Ning.com.
- So what about New Zealand? Who’s doing social business networking in NZ? Some of the larger companies are like Telecom, NZ Post and Deloitte’s use a platform called YammerAnd Fonterra who I’ve chosen as a case study. And guess who in Fronterra approached the agency to undertake this project? I’d assume it was HR wouldn’t you? Well No it was marketing that was tasked with getting this project up and running… makes you think, doesn’t it? Isn’t HR responsible for your community in your business? So here was Fonterra rolling out their vision and values to a global workforce. A survey had revealed disengagement amongst Fonterra employees, especially on the factory floor. So how do you get a message out and generate employee engagement all over the world?
- Their agency Origami had an amazing idea: Let’s do an Intrepid-Journey-style documentary showing first-hand the impact Fonterra hasFrom exciting new products for the growing market in ChinaTo cheese, the national food of Trinidad and TobagoTo the near-sacred role of milk in Sri Lanka’s religious lifeTo the completely unexpected: High-grade lactose used in dry powder asthma inhalers, capsules and tablets.The hosts of the documentary would be Fonterra employeesThe employees would be chosen from an online competitionIn a 2-minute video they would show they could be a brand ambassador for Fonterra
- After the initial idea, the execution was handed to syENGAGE, an Auckland company. They changed the delivery method to be open, transparent and engaging.They made sure it was created by peers, not a slick communications agencyThe campaign was supported by a coordinated communications campaign, including posters, email marketing, and education for HR representatives and supervisors. It makes me want to ask aren’t we, in HR, responsible for our work community?The chose a Posterous Blog to allowVideo entry by emailThe ability to moderate entriesAnd Auto feed to FacebookFacebook was used to show progress of the competition
- syENGAGE had a very limited timeframe to reach all employeesThey worried that they wouldn’t have enough participation, but they needn’t have worried, the trickle of videos became a flood after day three, and even those who had not submitted a video joined in the online conversations.They had over 9,300 site visits, 144 video entries, and winners David from Invercargill, and German Isabell based in their Melbourne office had a fantastic round the world trip on FronterraThe online log told of their ongoing storyHere is a snapshot of the webpage…David said ‘It’s usually always the CEO and the chairman telling us what’s happening. This was different! This time you were asking us to tell you about our world.”
- Another way of using social media is crowdsourcing introduced by Dell back in 2007.In 2005 Dell had a major social media crisis, when an unanswered customer complaint went viral on the web. A blog called DELL HELL written by Jeff Jarvis had thousands of disgruntled customers weighing into the online discussion. Now this could have been the end for Dell, customers left, sales fell, its share price dropped, it was a PR nightmare. But they turned it around – they opened up the lines of communication and asked the customers what they wanted from Dell. They called it Idea Storm and they had over 10,000 ideas submitted. Following on from this Dell introduced Employee Storm in 2007 which is an online brainstorming session being used by employees to reduce the constant email traffic (80,000 employees) and make the discussions transparent and open (anyone could jump in and provide new approaches to different issues).Corporate Benefits: they now have a listening platform for the employee voice, means to identify in-house and external experts, and also to understand who are the top natural influencers and potentially act upon them.
- Let’s look at Social RecruitingWhile we’re engaging our employees, succession and career planning become easier as expertise emerges and also because they become natural brand ambassadors generating buzz through word of mouth, promoting the organisation that in turn attracts top talent and new clients.And successful recruiting has always been about networking – the platform for engagement has now changed.(View video) Hide Pop up ads
- So what’s going to happen this year in online recruitment?We’ll see new application capabilities making social recruiting easy and efficientThis will help close the recruiting power gap between small and large companiesAnd you’ll experience richer and more personalised communication between you and prospective candidatesThe big players – Facebook, Twitter, LinkedIn, Google+ gain more traction in 2012So let’s take a few minutes to look at each of these…
- Facebook the social media behemothPredicts 1 billion users by end of 2012And it has a Talent pool 5 x bigger than LinkedIn’sAnd is Used by over 9 million companies – not just for recruitingYou’ll see the emergence of professional recruiting applications:Such as BranchOut And BeKnown which was launched by Monster in June last year Plugin apps available to make hiring simpler, like work for us, work@ and jobcast.net so go and check these out
- So your company has a facebook pageIts fair to say that the fans of your company on facebook, would probably be interested in working for you.Talk to marketing and get a career page up that’s compelling, fresh and dynamicThen listen and engage your prospective candidates. Alternatively get out there and actively promote your jobs through the applicaitons
- Be real and actively promote your company online, And remember – as with all good relationships, things take time and committment
- Now what about Twitter?It’s a free microblogging site that enables users to send messages or “tweets” of up to 140 characters.They’ve recently introduced brand pagesSo you can tweet interesting, media-rich content.I know of someone who was a customer of Slingshot, he tweeted customer service about an issue he was having with his internet connection, it was clear he knew about technology, and one of the managers asked him to tweet thought his CV, then offered him a job, which he accepted.
- So Twitter works tooBut remember that engagement on Twitter has been relatively low: 90% of the traffic on Twitter is generated by only 10% of usersIn 2012 I expect that companies will tweet social media optimized job postings, videos, photos and engaging stories, actively engaging in conversations with followers
- So you’ve set up a twitter accountIntroduce yourself to the communityPromote your job listingsSee what others are saying about your brandListen to and respond to fansAnd make your employees brand ambassadors by retweeting their tweets whenever they say how great it is to work for the company
- I got this information direct from my colleague at LinkedIn in Sydney, and is accurate as of March. As I mentioned earlier the NZ share of members in the Asia Pac region is half a million. Now of that half million, how many people here are on LinkedIn? Can I see a show of hands? I’d be surprised if there was anyone in the room who isn’t.
- A successful public listing last year raised the profile of LinkedIn and doubled last year’s trafficIn fact I was approached through LinkedIn to be here today giving this presentation.
- There are three main services available through LinkedIn. I could give you information here about all of them, but this information is available online. What you need to know is that Research says in 2011 LinkedIn generate almost 9 times more candidate applications than facebook and three times more than twitter. In the last three months I’ve been approached through LinkedIn for three positions and a couple of business opportunities. So in my opinion LinkedIn really works. The first is LinkedIn Jobs Network where you can find quality passive and active candidatesForwarding jobs is easy, average job is forwarded to 11 other members“Jobs you may be interested in” module promotes positions to highly relevant professionals. On your linkedin profile you will often see these advertised on your profile page.Jobs also pushed to TwitterThe second service available from LinkedIn is Recruitment Advertising. This is your alternative to SEEK and other online job boards. It’s a bigger investment, but worth it for targeting your recruitment efforts to a passive audience. You describe the perfect hire, send LinkedIn the creativeAdverts displayed on LinkedIn’s homepage – guarantee target audience sees the ad.Campaign reports help you understand the results. The 3rd service from LinkedIn is LinkedIn Recruiter – this is the top of the line program giving you unlimited access to those beyond your network. InMails enable you to contact any candidate you like and spot new talent.
- Google+ launched in June last year with integrations across a number of Google products, including Buzz and Profiles.Unique Hangout and Circles features which can be used successfully for recruitment
- So you may be asking yourself, what can I do right now that’s simple? Well you probably do online searches on your candidates now, in addition to other screening methods. And this is a great way of drilling down for more information. Their LinkedIn profile, google searchand blogs can all gain insight into a candidate not available in CV’s or at interviews.however be aware that it’s not okay to ask for a Facebook user names and password, as has recently been the case with employers in the US. So get involved in discussion groups on LinkedIn. There are thousands of interesting groups to link to. I’ve joined SHRM, CIPD, and of course I assume everyone here will be in the HRINZ group.While conducting my research for this presentation I came across a fascinating website called GlassDoor.com. It’s a service for potential candidates that gives them a glass door into an organisation – like looking through a window into your company. Employees write reviews about the companies they work for and rate their managers. It shows potential employees what it’s like to work there. There are even salary comparisons. It is global and at the moment, with the majority of users based in the US, however Australia is included and I think it’s only a matter of time before we begin to see reviews of NZ companies. So what are your employees going to say about your company and your CEO?
- Here is another change you may be seeing at the moment. Candidates are getting creative with their C V’s. You may see more coming through in an infographic format.In 2010 when Pinterest was founded, people used the site to create pinboards, they added photos of holiday spots, clothes, recipes, home improvement and diy, crafts now they’re using it for visual cv’sThere are many websites for creating visual CV’s here are just two of them which show you just how creative candidates can be. Go on and check them out afterwards.
- So you’ve decided to get your business social. Here are the things to consider:Values and Vision - 81% of engaged employees strongly agreed they know what their company stands for and what makes them differentSource: Gallup ResearchOpenness of communication – enabling everyone to have a say. Consider a CEO Blog so that everyone can see how issues are affecting the company –and feel more connected.Insights: The online connections, interests, and activities provide new information sources and new possibilities for understanding the workforceConnecting: By connecting you are creating a Community. Career: You are also able to identify internal talent through their online collaboration contributions, and this will assist in succession planning, and career progression. Your company’s influencers will be clear to see.Empowering Ambassadors:You don’t need to be an expert – there will be social media and communications rock stars in your current workforce – find out who they are and empower them, they will love you for it and get your entire team on board with your goals.
- First of all in creating your community, you need to define the purpose. Is it to collaborate, share ideas, keep employees up to date with what’s happening, to manage change
- Secondly what value will the community get – answer your employees question “What’s in it for me?”Find a core group of passionate people who care about opening up communication in the organisationBegin small, your network will grow organicallyDon’t start with the tools, your purpose will define what technology is needed
- Here are some questions you can ask about the tools before choosing which way to go. I have some resources at the end of this presentation that lists some of the tools available online.
- As you know, people operate differently, remember to cater for those differences when creating your community.
- Community managers are people that the community identifies withCollaborate with marketing to get some great contentRemember this is about freedom of communication – not about control. Control is not as successful as INFLUENCE. Get the CEO involved – this is about walking the talk.The opportunity is to FACILITATE, LISTEN, MANAGE and ACT.
- You probably know who these guys are, if not, they will make themselves present – there are plenty of people in your organisation who are social media rock stars – you just need to plug in their amp, and they’ll be singing your songs and generating an audience.
- Everyone in your organisation will be at different levels in their confidence and competency with social media and social networking.To get a more level playing field you need to educate and train everyone
- Click thru all One of the most important parts of a social plan is setting the rules of engagementSocial media crises are on the rise – is your workforce equipped to deal with it?Does your business have a social media policy ? Can I have a show of hands for those who have a comprehensive social media policy, not an just an email/internet access policy?
- So here are the basics:Develop your business objectives, establish governance, create a team to deal with crises, connect business units, weave real-time response into business process and planning.
- Altimeter and American company conducted a 2011 report on social business readiness, which revealed how companies that are advanced in Social Media Engagement have prepared.Here are the top three:Baseline Governance and Reinforcement, Enterprise-wide Response ProcessesOngoing Education Program and Best Practice Sharing.
- Here are some rules to guide your employees:Protect the company’s informationBe honest and transparent – disclose your association to the company
- Be respectfulDon’t make product announcements
- Don’t register the company brand name on different sitesBe diplomatic when writing about the competition – or have a rule about not engaging in disucssions about the competitionNever comment on legal mattersUse common sense and courtesy
- Your guidelines should also includeSpamming, copyright, privacy, where to go for help and support, and the consequences of breaking the rules
- Know your audience and be appropriateConversations are two-wayRemember quality trumps quantity Think before you post – just as the tone of an email can be misinterpreted – ask yourself how can it be percieved?Google’s memory is forever
- Lastly – learn from other industries and innovatorsAnd measure, monitor and reportThere are dashboards that can assist like Hootsuite and Tweetdeck, and these are listed under resources at the end