social media strategy and execution for branding, engagement and recruiting

1© Copyright 2009 EMC Corporation. All rights reserved.

Polly PearsonVP Employment Brand and Strategy EngagementEMC Corporation

How To 2.0:Social Media Strategy and Execution for Branding, Engagement, and Recruiting


A Brand is …

“A relationship, like the one you have with a

friend.”

Trusting ~ Genuine


Our Employment Brand Objective

… “and those on the Inside

will know that this is the ultimate place to

be.”

- EMC

- Dr. John Sullivan


Why?

Growth inemployee

productivity$18,600

more market valueper employee

$3,800more profits

per employee

$80,000–120,000additional revenue

per month

Higherprofitability

Highercustomer loyalty

Recruitmentcosts 55% lower

Fortune 500 Companies with Engaged Employees Report:

Source: Impact of Engaged Employees on Business Outcomes. Ongoing Employee Engagement Research, Hewitt Associates,


Quiz: Commitment Drivers

____ High pay

____ Good benefits

____ Social, Environ Responsibility

____ Product Quality

____ Collegial Work Environment

____ The right people get recognized and promoted

____ “Great employer” recognition

____ Ethics and Integrity

____ Empowerment; Ability to Innovate

____ Recognition

____ Skill and Career Development

____ Treated with Respect; People Mgt

____ Interesting Work; Job/Skills Alignment

Which do you think are the top 5 satisfiers for employees?

*EMC Corp; Corp Exec Board, 2006


Quiz: Commitment Drivers

____ High pay

____ Good benefits

____ Social, Environ Responsibility

____ Product Quality

____ Collegial Work Environment

____ The right people get recognized and promoted

____ “Great employer” recognition

____ Ethics and Integrity

__5__ Empowerment; Ability to Innovate

__4__ Recognition

__3__ Skill and Career Development

__2__ Treated with Respect; People Mgt

__1__ Interesting Work; Job/Skills Alignment

Which do you think are the top 5 satisfiers for employees?

*EMC Corp; Corp Exec Board, 2006


The Company has Great …

Strategy

Finances

Market share

Growth Opportunities

Brand Leadership

Customer List

Track Record

You have Great …

B2B Language “All about us”

B2C Language “What’s in it for me?”

A Change of View is Needed

When Hoping to Engage Employees …


Can You Imagine an Environment Where

____ There is interesting work aligned with you love to do

___ You and your ideas are treated with respect

___ You get immediate recognition, feedback, and encouragement

___ You get to learn new skills, get mentored, and interact with interesting people in a place where social skills are not a requirement.

____The only tolerated behavior is supporting, constructive, and trusting

___ You are empowered to contribute wherever and however you wish

___ You can become a “star” based on your thoughts and contributions -- regardless of your position, location, race or gender

___ You feel as though you are part of something big and great.

___ You are empowered to make it even better.


Introducing The Internal Social Network

Interested minds work on what interests them.

Communities determined by community

“Featured People” chosen by featured people

“Fear not, we’ll teach you how to swim; we’re here to catch you; you are safe, among family.”

160 + Communities; 4.5 million views each month


Community Brings Brand Values to Life


Radio Show – “Infotainment” Community Building


Case Study #1: Culture Community

“Day in the Life” idea

An employee unaffiliated with marketing or HR takes the lead

Community re-writes photo policy

300 photos from around the world submitted

29,000 views in first 5 days

Employee quote: “Best Company Happening Ever”

EMC China adopts for New Hires

COE New Hires get on EMC ONE

Post Creative Photo

Best Photo Wins

Home base for New Hire Events

Free.

Marketing “Pride Committee”launches “Day in Personal Life”Photo Contest

Amazing submissions

Winners recognized


Case Study #2: Watercooler Community

CFO memo to employees on cost cutting

HRO memo to employees on change to vacation policy

Michelle LaVoie, individual contributor, starts a discussion called “Constructive Ideas to Save Money?”

400 + ideas from around the world submitted … string active for 9 months + counting

23,000 views

CFO Cost Transformation office analyzing ideas and reporting back

Ideas being put to use; employees feel heard.

Company saving money.

Free.

HBR FeatureSeptember, 2009


Setting your Ambassadors Free

External Employment Branding


“Swimmers” become Strong and Ready to “Go Outside”Organic Brand Ambassadors Emerge

Dozens of Bloggers; Hundreds of Micro-Bloggers


The Ripple Effect: Case Study #3


The Ripple Effect: Case Study #4

2007:Engineer

2009:Blogger

Radio HostMentor

Distinguished EngineerAuthor

UR Resource; Newsletter author

Brand AmbassadorSpeaker

Innovation “Press”“Professor”

Exhilarated Employee


External, Engaging Brand Communities Grow

Consistently Reaching and Engaging Millions in your Target Market


Branding Opportunities become like Viral Fly Paper

EMC.com: EMC CareersEMC.com: EMC Careers

Campus: EMC Careers

Campus: EMC Careers

EMC ONE, Culture TalkEMC ONE, Culture Talk

Blogs on EMC Culture & CareersBlogs on EMC Culture & CareersFacebook: EMC CareersFacebook: EMC CareersTwitter: EMC CareersTwitter: EMC Careers

YouTube: EMC CareersYouTube: EMC Careers


2.0 Value Far Beyond Branding


Some of the Results

1. Enhanced commitment + pride

2. Employees branding EMC as a great place to work

3. Brand rep as “Cool” / “Innovative”

4. Record “Best Places to Work” Awards; PR

5. Renewed small co., “family” feeling.

6. Spike in Resumes per Requisition

7. The Red Rope Effect in Tweets


2.0 Employment Branding “Resources”

22

$0.00 program budget

Creativity

Commitment

Collaboration


Some Thoughts for your Product or Cause

Are you where the target market is?

Are you leveraging your networksto build awarenessand relationships?

Are you leading with the genuinein voice and tone?

Are you empowering and leveraging others?

Are you facilitating greateremployee satisfaction by enablingthem to help you, help others,and help themselves?

Are you interesting?

Are you relevant?

Be Found.Be True.

Be Talked About.


Questions?

www.pollypearson.com

social media strategy and execution for branding, engagement and recruiting

Business

great employer recognition

collegial work environment

social skills

right people

minds work

community featured people

emc corp corp exec board

social media strategy