engage! your employer brand strategy via social media
DESCRIPTION
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.TRANSCRIPT
Engage! Your employer brand strategy
via social media
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.)
Yesterday
In the past, our channels were limited.
• Print • Radio • Television
One-‐‑way communication
Potential Hires
Radio
Television
We are an awesome
place to work!
...
Today
Social Media = mainstream
Source: Did You Know 4.0
Social Media = mainstream
Source: Did You Know 4.0
Social Media = mainstream
Source: Did You Know 4.0
For many companies, social media is only a...
Social Media Reaction Scenarios
Risk Benefits Trust Response Risk Benefits
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.
Perceived Actual
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.
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.
Omni-‐‑directional communication
Online
Broadcast
We are an awesome
place to work!
That’s not what my Facebook friend said!
Planning your employer brand strategy
Social Media Business Context
Business Strategy
Brand
Company Values
Social Media Message
Metrics for Accountability
ü Influence ü Engagement ü Sales
Social Media KPI’s ü Feedback ü Targets achieved ü Guidance
Execution Framework Social Solution Suite Results
Mission Vision
Direction
Accountability
ROI
Stories
Word of Mouth
Company’s actions
Social responsibility
People
Channels Interesting
Was there a reaction?
Achievement targets
Timing
Focus
Marketing
Public Relations
What were the best channels?
Was it the reaction we wanted to achieve?
How do we do beAer?
Advertising
Public Policies
Adjust Message
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 maximize your Strategic Objectives
START HERE
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? (glassdoor.com) • 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
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
What are your building blocks?
is for Amazing Benefits is for Brilliant Management is for Creative
Environment
Great story demonstrating how amazing
Great story demonstrating rock star team
Great story demonstrating how cool your shop really is
Building the brand
Your foundational stories
Brochures, LinkedIn company profile, digital communications
What you convey face-‐‑to-‐‑face
The Direct Approach
Wabbit Hunting • LinkedIn / Facebook / Twitter Profile Searches • LinkedIn Answers / Quora • Hunt LinkedIn Groups • Follow LinkedIn Companies • Blog searches
o Via Technorati, Icerocket
• Google Alerts
The Indirect Approach
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
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)
Insight Tools
Free Pay
hAp://wiki.kenburbary.com/social-‐‑meda-‐‑monitoring-‐‑wiki
Tomorrow
Prepare for more disruptions
Augmented Reality
Augmented Reality
Followers 12 Following 5
Augmented Reality
Followers 12 Following 5
EllKell: @talentline411 Waiting for my tweets and LinkedIn activity to yield $100K
Prepare for more disruptions • Real estate • Health care • Transportation • Tourism • Leisure and
entertainment • Games • Retail • Social networks &
communities
What to watch for • Faster • Easier • Different
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.
Thank you! Todd Nilson @socialsyntax (414) 378-2083 http://socialsyntax.net