cipd social networking aug 2010

www.mediamatters-pr.co.uk

The Effective Use of Social Media in Human Resources

17th August 2010

What is Social Media?

Wikipedia

Social media use web-based technologies to transform and broadcast media monologues into social media dialogues.

Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.” Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).

How do people get involved?

• Facebook - Largest social network- Caters for all- Fasting growing demographic over

• MySpace- Younger membership- Music sharing

• Bebo - Teenage and young users

Social Media Tools

• YouTube – video sharing

• Flickr - photo sharing

• Slideshare, Sribd – presentation sharing

• Blogs – opinions, expertise, sharing information and knowledge

• Twitter – micro-blogging, sharing what you’re doing now in 140 characters

• LinkedIn• Ecademy• Plaxo

All social networks specifically for business people

Who’s using them?

• Facebook now has 500 million users worldwide (July 2010)

• Social networking now accounts for 11% of all time spent online and a third of adults post at least once a week to social sites such as Facebook and Twitter.

• A quarter of adults publish a blog and upload video/audio they created.

• Nearly 60% maintain a profile on a social networking site.

• 70% Read blogs, tweets and watch UGC video.

Globally

Forrestor 2010

In the UK

• 24 million active Facebook Users

• 51% of all social network visits on the Uk are to Facebook

• 17% of social network visits are to YouTube

Experian

Facebook overtook Google with the number of visits in a week in the U.S in March 2010 for the first time

Aren’t these for young people?

• Of the 36.9 million UK internet users in May 2009, 29.4 million visited at least one social networking website.

• 80% of all the UK’s online population visited a social networking site in May 2009, a nine percent growth across the board in a year. The highest level of penetration was with the age group of 25-34 year olds of which 90% visited a social networking site over the month period.

Published on 22 July 2009 by Sam Gadsby at Clicky Media

What are the implications of using social media for HR?

User Generated Content

• Anyone – including employees – can publish anything online

• You can get closer to your target audience more easily

• It’s instant• What do you do when a disgruntled employee

goes “social”?

Your worst nightmare or a good marketing opportunity?

Social Media Pros

• Discussion boards where customers/potential employees can interact with your business

• Tools for your target audience to upload photos, reviews, ask questions

• Posting your recruitment news• Open and approachable • Linking to your website

Why use Social Media in Human Resources?• Promote interaction

• Builds community around your recruitment function

• Puts a human face on your business

• New and quicker way of networking

• Potential candidates are actively using social media

How can you engage with social media?

Setting up HR Pages

• You can now set up business pages for several of the most popular social networks

• This gives you the opportunity to control what candidates see and learn about your business in social networks

Using Facebook

Facebook Advertising

• Low CTR (click through rate)

• People use Facebook socially not to look for work (typically)

• Ads that are served in Facebook are not exclusive so you can be next to others you have no control over

• Headhunting on Facebook = not well received usually

Facebook Groups

• Can be useful as “opting in”

• But a lot of agencies and job boards do this

• Global users mean less relevant?

Twitter

• Can be used to search and read profiles

• Post jobs and news

• Networking tool with potential candidates and employers

• Job posting can be set up via automatic RSS feed

http://www.pepsico.co.uk/careers

Good ideas

• Graduate recruitment Q & A

• Application form on Facebook

• Recruitment event drives on Facebook

• Driving Facebook and website visitors to vacancies posted on Twitter

• Using Facebook App for employees to talk to friends about employment opportunities

Blogging

• Position yourself as an expert

• Develop a personality for your company and trust with visitors to your website

• Demonstrate up-to-date approach to recruitment in the news

InsideEA Blog

• Used to showcase stories, events

• Look behind the scenes of head office

• Employee events

• Blogs published automatically to EA’s Facebook and Twitter followers

• Can pay to advertise

• … or post jobs in groups

• Use to search

• Make connections with others who may have the right candidates with a professional approach

If you do nothing else…

• Build a strong profile

• Join groups

• Answer questions if relevant

• Have a strategy for individual members of your team

LinkedIn for Recruitment

• Excellent search tool for skilled candidates

• Build relationships & stay in touch with former employees

• Actively search for candidates using keywords

• Use Answers

Paid for

Groups

• Can be used to present employees as ambassadors

• Offer tips to candidates

• Discuss and display working environments

• Video is “rich’ media

• Embed in your website once you’ve uploaded to YouTube

• http://www.emc.com/careers

Deloittes

• Used staff to advertise jobs

• Cut advertising costs significantly

• “Deloitte film festival”

• More than 370 short films produced

• Best ones uploaded to YouTube

• Employee generated content!

• Think about what’s interesting for potential employees

• Once you’ve started, don’t stop! They must be kept up to date

• Blogs preferably weekly – 2-3 per week is best

• Twitter – daily, several times• Facebook, LinkedIn at least monthly,

preferably weekly minimum• YouTube, Flickr – as and when

Managing Social Media

• Develop a policy internally

• Offer training to employees for using social media

• Lead by example, encourage high level employees to get involved

• Encourage social media ambassadors

• Can be outsourced if resource is limited

Content can travel further

Your Website

Golden rules of social media for individuals

• Personal brand

• How much do you want to share?

• Public groups and Twitter

• Criticising previous employers

• Now accepted standard practice to check out candidates on social networks

• LinkedIn means potential business partners, employers and other organisations can find them

• Whatever you do online in association with your business will be associated with your brand

• How you choose to communicate is still important. Informal is fine as long as grammar and writing are clear and correct

• What are you trying to achieve?• Don’t be trivial (unless you’re a celebrity)• You can be creative - restrictions are off

Golden rules of social media for Businesses

Where to find your social media

• www.facebook.com• www.twitter.com• www.linkedin.com• www.plaxo.com• www.ecademy.com• www.youtube.com• www.slideshare.net• www.myspace.com• www.bebo.com

Thank you.

cipd social networking aug 2010

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