Social Media for HR

Gautam GhoshGM – HR Strategy & Projects

What is Social Media?

Social Content

Social Platforms

The Social Media Channels

BLOGS

VIDEOSMICROBLOGS

AUDIO (PODCAST)

PHOTOS

BRANDED SOCIAL

NETWORKS

WIKIS

WHITE-LABELSOCIAL NETWORKS

EMAIL (BACN)

SMS and TEXT

EVENTS and CALENDARS

STATUS UPDATES

Social media is created and shared within social platforms: status updates and similar interactions drive participation by increasing visibility of use.

Social Interactions

Social technologies are not just other tools

Fundamental shifts - content

• Authority User Generated– Influence (trust factor)

• Authenticity• Tolerance

• Broad/Generic Niche Relevance– Numerous Channels, Fragmentation– Noise

• Buying Visibility Earning Visibility– Social Trending/Discovery

From Consumers to Creators

Source: http://therengen.com

• As we create and share more photos, videos and blog posts on social platforms, we are beginning to think of ourselves as authors, photographers and filmmakers, all rolled into one.

Forrester Social Technographics

• Forrester Social Technographics report categorizes social media behavior into seven groups.

• In the US, joiners are the biggest group after spectators.

Source: Forrester Social Technographics Report, 2009

The New Audience

As people take control over their data while spreading their Web presence, they are not looking for privacy, but for recognition as individuals. This will eventually change the whole world of advertising. - Esther Dyson, 2008

“We become what we behold. We shape our tools and then our tools shape us”- McLuhan

When dominant media change, they help change everything else

• Oral= Emotion, Participation, Unity • Print= Memory, Separation, Logic• TV= Transience, Desire, Currency• Digital= ?

The digital mode

Individual minds connected & multiplied- now

Democratic

Collaborative

Connected

Simultaneous

(Secondary Orality- Walter Ong)

Employer – Employee Related Social Sites

Niche Professional Networks

• Software engineering - sites like Github, Bitbucket and StackOverflow are where engineers spend their days.

• Mechanical engineering - GrabCad is becoming the dominant online hub for MechE.

• Design - A host of sites like Behance, Dribbble, CarbonMade, DeviantART and others are relevant to designers

• Medicine - Doximity, QuantiaMD, Sermo, HealthTap and other sites that cater to the medical community

• Academia - Sites like Academia.edu and ResearchGate have sizable traction

• Finance & Accounting - A site like Proformative is trying to become the hub for corporate finance professionals.

• Biology - Private beta site Benchling wants to become "Github for biology

6 Networks

• LinkedIn• Facebook• Twitter• Google Plus• YouTube• Slideshare

A look at some other networks

• Tumblr• Flickr • Quora• Pinterest• Soundcloud• Instagram• WhatsApp

The Future of Engagement

• Crowdfunding - https://www.youtube.com/watch?v=BCfxOWLuNwU• Behaviour Change Games - https://www.youtube.com/watch?v=LYWEN0g0diI• Collaborative Social Innovation - https://

www.youtube.com/watch?v=Sr8CDknC3KM• Grassroots Change Movements - https://

www.youtube.com/watch?v=Q24Bl3xW8wE• Co-Creation - https://www.youtube.com/watch?v=n-ebjzlUy54• Social Curation - http://vimeo.com/51472734• Transmedia Storytelling - https://www.youtube.com/watch?v=XNic4wf8AYg• Collective Intelligence - http://vimeo.com/34987411• Social Live Experiences - https://www.youtube.com/watch?v=_cNfX3tJonw• Collaborative Consumption - https://

www.youtube.com/watch?v=BKF6YTjTHDU

Implications for HR

Your Culture is your Employment Brand and your employees are your brand ambassadors

Content, Conversations

People interested

People with Skills

Company

Employees

Attract

De

velo

p

Engage

Philips Innovations Groups

Philips India HR, and the team goes all a-Twitter

Don’t forget mobile!

“Today it is a waste of time investing in social media without mobile support". 

– talent acquisition director for UPS• Sodexho US Data

– jobseeker traffic on mobile grow from 4% to 17% of their total jobseeker traffic.

–nearly 1 in 3 hires have looked at Sodexo careers on mobile.

PepsiCo’s “Possibilities”

• Prospective candidates can peruse it for openings

• watch videos from current employees,

• read executive blogs• have conversations with

hiring managers.

Trends for the future

• Companies like TalentBin and Entelo will change recruiting

The rise of digital influence and impact

Post Recruiting Onboarding

• Gamified induction and onboarding–Predictive analytics

• Communities to help new hires get assimilated faster–Finding mentors and buddies

Connecting employees internally

• Most employees are active on internal social network cutting across geographies –Focus on storytelling and sharing interesting

news–Showcasing best practices–Asking for help across silos

• Leverage social for learning

Employee engagementCASE DESCRIPTION-Deloitte Southern Africa wanted to overcome the obstacles that typically frustrate employee engagement initiatives and win the battle for the hearts and minds of its people.

REQUIREMENT-connect employees to the company’s shared values-involve employees in the strategy and progress of the business-create a feedback and listening system- Linking KRA’s to performance appraisal systems wherein employees can continuously track their current status

SOLUTION-Private (customizable) dashboards for every employee- Transparent rewards and recognition system

Connect recruiters with potential employees

Source: http://microsoftjobsblog.com/

• Social recruitment platform for potential employees.

• Recruiters help with job-hunting, resume writing, interview preparation, etc

• Share upcoming job fairs, events, vacancies

Onboarding Candidates

Source: http://campusconnect.infosys.com/forum/

• Idea: Discussion forum on relevant topics

• Reference: Infosys campus connect forum

Social aggregation on Corporate site

• Twitter on Zappos: Online platform that aggregates all twitter mentions of :

– Zappos– Related

brands/products – Clients/customers

http://twitter.zappos.com/

How companies are benefiting from Web 2.0: McKinsey Global Survey Results

Example: EMC• Internal social network

- Innovation showcase – Teams develop creative posters and showcase their work-Radio show where employees participate in free wheeling discussions-Photo contest on ‘A day in your life at EMC’- New recruits – volunteer mentorship program-Empowering employees – submit an Idea section

Internal Jobs @ StarBucks

• Tool for employees that allows them the option of charting their own career graph

• Interactive internal recruitment tool

• Career assistance through polls, blogs, forums and wikis

• Career development resources

http://www.cfactorworks.com/portal.jsp?y3uQUnbK9L2RmSZs02CjV2k5C44jXZvaAVry6ADWtAE=

Employee Ideas @ Dell

Dell’s Employee Storm

• Use new listening platforms, identify in-house and external experts, and know and influence key people

Learning 2.0

Chatter allows any employee to share expertise anywhere, at any time

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Chatter “turns the company into a meritocracy,” according to Marc Benioff, who said SalesForce is

“changing the compensation systems to reflect the folks who are

really making a difference.”

University of Phoenix uses iPhone app for class discussions

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Students can view, draft, and reply to class discussions,

learning and supporting each other in spite of busy schedules.

Learning can be augmented with peer support, or even made into a competition

Yet learning with peers should be supportive only – peers may not have the best knowledge or share all their resources

To promote social learning, include gamification and benchmarking

From siloed to group: Insights67

A “Vook” combines reading with video and social networking

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Consumers can read books or learn new skills interactively, with video and community.

People expect rich, up-to-date content, in easily digestible formats

Yet dynamic content must be kept updated

Leverage the crowd to keep content frequently updated, and leverage syndicated feeds

From static to dynamic: Insights69

Merrill Lynch’s GoLearn executive education program allowed “on demand” training

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Using BlackBerry in 2008, Merrill Lynch executives finished courses 45% faster while maintaining a 1% improvement in

users’ assessment score.

Ernst & Young produces podcasts to keep accounting professionals updated

Podcasts are produced multiple times a week on current accounting topics.

Learning no longer has to be linear (i.e. one path from start to finish)

Yet content can be confusing as users start wherever they want and skip back and forth

Be sure to provide context, as a story isn’t always clear

• Take a page from TV shows to “recap,” or mention prerequisites

From fixed time to time-shifted: Insights

72

“Hello-Hello” breaks language-learning down into bite-size pieces

73

Users can choose from various topics and find easily digestible videos,

take quizzes, and even get feedback on practice.

Rexi Media’s “Presenter Pro” app offers training and tips for public speakers

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Users can select topics in any order, as they see fit, and find easily digestible videos, take quizzes, and

even get feedback

Content is easier to consume when it’s broken down

But don’t expect trainees to have comprehensive knowledge

Incorporate “gamification” or status bars so it’s clear what they’re missing

From comprehensive to components: Insights

75

Social Goal Setting and Recognition

Framework: Mobile & Social Learning Honeycomb

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By embracing these tools first HR can help the rest of the organization

Soon there will be new roles and new skills needed

• Social Media Recruiter

• Community Manager

It’s less about the tools and more about people – HR’s traditional core strength

Time to get strategic !

HR must help organizations embrace social

Thank You!

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Gautam.Ghosh@Philips.com