Wednesday May 2, 2012

PHRA Spring Social Media Breakfast Series

GENERATIONS AT WORK:GENERATIONAL USE OF SOCIAL MEDIA AS RELATING TO THE HR INDUSTRY

PHRA Welcomes You

Presenters:Marissa Fenwick--Assistant Director,

CareerWorksSeton Hill University

Ron Kubitz--Recruiting/Training ManagerBrayman Construction Corporation

Objectives

Define Web 2.0 and identify methods to utilize social media for the HR betterment of your corporation/business

Discover that social media usage by a multigenerational workforce is not a matter of age but a matter of adapting these new tools to what individuals of each age level already know

Become better equipped to communicate across the generations via social media while utilizing those tools better equipped for each generation

Objectives

Demonstrate how recruiting, training, employee engagement, safety, (benefits) communication and other HR matters can be improved by using social media across all generations

Describe in detail proven social media techniques that can be used in the everyday workplace

Gain insight into the future of social media and the HR world

What Generation Are You?

What Generation Are You?

• Who is your favorite musician or group?• What was your favorite toy as a child?• What was the worst fashion mistake of your

generation?• What made the biggest impression on you in your

childhood/teenage/young adult life?

Who claims this family??

Who are you??

You are a mature/traditional if you remember how to entertain yourself without a TV!

You are a baby boomer if you thought you might one day join the Mickey Mouse Club!

You may be a Gen X’er if you grew up wearing shirts with an alligator or a guy with a horse on the chest (collar turned up)!

You may be a millennial if you always had cable TV or video games!

Beloit College Mindset List Class of 2015

Recognize LBJ as Lebron James “Don’t touch that dial!”….what dial? Andy Warhol is a museum in Pittsburgh Frasier, Sam, Woody and Rebecca

have never Cheerfully frequented a bar in Boston during primetime

John Wayne Bobbitt has always slept with one eye open

Generational Use of Social Media

We hate numbers…..

So/But…..

Let the numbers/slides tell the story!!

Mobile Usage

Generational Use of Social Media “The graying of social media sites

continue”….. (Pew Research Center2011) Internet users 55 & older are driving the

growth of mobile social media (Nielsen 2011)

Among baby boomers aged 50-64 daily use of social media sites grew 60% from 2010 to 2011 (Pew)

Linkedin most popular with those over the age of 35 (Careerify/ComScore 2011)

Generational Use of Social Media Social Media…a great teambuilding strategy Reciprocal mentoring using SM as a tool

First Quarter 2011 Average Monthly Visitors (Comscore)

1. YouTube—464 Million2. Facebook—462 million3. Twitter—80 million4. LinkedIn—56 million5. Monster—36 million

Industry Favorites

What is Web 2.0?

Web 2.0 is a collection of technologies that allow users to interact with online

content.

Users can participate, control, and guide the experience.

What is Web 2.0?

Web 2.0 is comprised of:

Social Networks Blogs

Podcasts Online Video

What is Web 2.0?

Centered on user experience, Web 2.0 allows for a variety of inventive and functional recruiting and job seeking

avenues.

Web 2.0

Social Media and Employee Engagement

Fosters employee productivity. LinkedIn corporate information pages are

most effective. Creates followers. Corporate group pages are an excellent

form of communication; in some cases better than e-mail.

Creates more active employee participation and greater satisfaction.

Healthy ROI. Current employees can be our best

marketing and advertising tool.

Benefits of Recruiting Through Social Media

Attracts Passive and Other Top Quality Candidates

Builds a More Personal Relationship Improves Corporate Branding Improves the Candidate Experience Human Contact Element Increases Traffic to

Corporate Website Reduces Recruiting Costs Increases Employee Engagement

Advantages of using Social Media for Benefits Communication

Boosts Retention and can attract the best employees* Increases productivity while decreasing absenteeism* Reduces overall health care costs* Inspires trust Human Contact Element Real time feedback Increases Employee Engagement *Met Life

Advantages…

Loyal employees aren’t necessarily those with the most expensive benefits, but

those who understand their benefits and how to make the most of them!

Communications leads to better choices which in turn leads to reduced costs!

Without effective benefits/wellness communications strategies you cannot

change negative employee choices! Better communications inspire trust which

increases shareholder returns!

Many Companies are also using Social Media for…

Employee Training Wellness Screening Safety Training/Communication Stay current on industry trends Competitive intelligence Research Vendors/Products/Services Sourcing

Candidates/Opportunities/Clients

Generation Y

http://mashable.com/2011/08/28/social-media-reruiting-infographic

How businesses use Social Media for Recruiting!

What appeals to your target audience(s)?

More college students/graduates use social media to find jobs

In 2012, nearly 28% of college students plan to seek employment using LinkedIn, up from 5% in 2011

Facebook usage among college students for job seeking will increase to 7% (from 5% in 2011)

“The recruited have now become the recruiters”

Students get the lowdown on employers by reading Facebook and Twitter updates and perusing LinkedIn profiles

A strong digital presence is one way for employers to stand out as the quest for the best and brightest gets competitive

http://www.usatoday.com/money/workplace/2011-04-04-social-media-in-job-searches.htm

*USA Today

College Students/Grads

Alumni working for your organization Career services offices Faculty in programs/majors specific to your

hiring needs Develop and maintain relationships Offer to be a panelist, attend workshops/events, job &

internship fairs, speak in classes, etc… Follow these folks via social media

“Like “on Facebook “Connect” on LinkedIn (or join groups) “Follow” on Twitter, try to get them to follow you

FYI – students LOVE giveaways!

Existing Professionals, Potential Candidates

Professional Associations…

Professional development activities

Benchmarking best practices

Current trends in the field

Follow on social media

Tracking social media effectiveness

ROI

http://www.naceweb.org/j022012/social-media-marketing/

Be Strategic

Kasey Sixt, VP of Branding – CKR Interactive (recruitment advertising agency)

It’s crucial for organizations to be on the major social channels – LinkedIn, Facebook, Twitter, YouTube, and [to a lesser extent] Google+

Building a presence is important, but it’s what you do with it that matters. What companies have to do is tell their story in a more compelling way

Look at your goals and target demographics and tailor your story strategically to each

market

May want to relate different experiences on different sites

Always include a link to your career site in tweets, posts, and updates

*NACE, The National Association of Colleges and Employers

Analytics

Hootsuite Can schedule content and obtain various analytics Can find out levels of interactions, comments, likes, and what specific posts/tweets

have had the most action

Google Analytics Find out from where most of the website’s traffic and referrals are coming

Facebook Has insights and new metrics about friends of fans Informative, but can be overwhelming

Analytical tools can give daily snapshot (free and/or fee) Provide actionable data to optimize content Monitor and adjust accordingly

*NACE, The National Association of Colleges and Employers

Tracking Outcomes

ROI Understand what you are trying to measure Set up benchmarks Look at strategy and content Is the content doing what you want it to do?

Not just numbers Time, effort, results What is meaningful to you?

Engagement Relationships, conversations with your audience

More of a ‘return on conversation’ than ROI Enhancing visibility

Be cautious of potential negative comments! How can you make your content more interactive?

*NACE, The National Association of Colleges and Employers

What does all this information provide you with, that you normally would not have?

More thorough information Better gauge fit for your organization

What is their online presence like?

Free background checks!

Moving forward…what do you think you might do differently?

Have a strong online presence Utilize social media Know your target audience(s) Know where to focus your time and

efforts

Drawbacks of Social Media Recruiting

Legal/Ethical Issues Screening Involvement

Web 2.0 Policy Statement Personal vs. Professional

Must be Committed to It! Employer Resistance

Part of Total Recruiting Package

HR is Watching!!

The Future…

1 in 7 minutes online is spent on Facebook

Twitter is on track for 250 million active user by the end of 2012

150 million professionals and rising on LinkedIn

Over 4 billion videos are viewed by YouTube daily

So…..

The Future…

HR 2025…

Generation Z (next) “The Silent Generation”

“for a child today a magazine or newspaper is really just a iPad that doesn’t work”

Talent Management Blog

HR 2025…

Computers/Tablets/Smartphones Talent sourcing – will start online in social

networking Talent development will be personalized

to each individual and be available on mobile apps and smartphones with virtual facilitators.

Company and Candidate SEO Category based hiring – requisitions

written after hiring (ere.net)

Thank You!! Questions??

Ron Kubitz—Recruiting/Training Manager

Brayman Construction Corporation

r_kubitz@brayman.com

http://www.linkedin.com/in/ronrecruiter

http://www.twitter.com/ronbray

Marissa Fenwick—Assistant Director, Career Works

Seton Hill University

mfenwick@setonhill.edu

http://www.linkedin.com/in/marissabettersfenwick