cipd social networking aug 2010
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The Effective Use of Social Media in Human Resources
17th August 2010
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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).
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How do people get involved?
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• Facebook - Largest social network- Caters for all- Fasting growing demographic over
35s
• MySpace- Younger membership- Music sharing
• Bebo - Teenage and young users
Social Media Tools
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• YouTube – video sharing
• Flickr - photo sharing
• Slideshare, Sribd – presentation sharing
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• Blogs – opinions, expertise, sharing information and knowledge
• Twitter – micro-blogging, sharing what you’re doing now in 140 characters
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• LinkedIn• Ecademy• Plaxo
All social networks specifically for business people
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Who’s using them?
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• 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
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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
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Facebook overtook Google with the number of visits in a week in the U.S in March 2010 for the first time
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Aren’t these for young people?
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• 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
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What are the implications of using social media for HR?
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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?
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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
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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
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How can you engage with social media?
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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
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Using Facebook
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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
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Facebook Groups
• Can be useful as “opting in”
• But a lot of agencies and job boards do this
• Global users mean less relevant?
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• 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
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http://www.pepsico.co.uk/careers
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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
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Blogging
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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
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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
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• 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
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If you do nothing else…
• Build a strong profile
• Join groups
• Answer questions if relevant
• Have a strategy for individual members of your team
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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
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Paid for
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Groups
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• 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
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• http://www.emc.com/careers
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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!
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Tips
• 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
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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
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Content can travel further
Your Website
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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
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• 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
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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
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Thank you.
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