1. Leveraging Social Media in HR
From Strategy to Action!
Ankur Sethi
Program Head, Corporate Resource Centre, G.D. Goenka World Institute, Lancaster University
and
Founder & Volunteer at Chitrakaar

2. Agenda
g
1 Research Facts on Social Media in the Workplace
2 Employee Lifecycle & Social Media
3 Case Studies:
• Dominos – Brand Crisis
• g
Maruti Suzuki – Social Recruiting

3. Social Media in the Workplace
p
1
Are organizations leveraging social media to
reach external audiences?
; p g
Yes; 68% reported their organization currently y
engages in social media activities to reach external
audiences. Among these organizations, 19%
reported they started using social media within the
last year.
Source: SHRM Survey Findings: Social Media in the Workplace ©SHRM 2011

4. Social Media in the Workplace
p
2
What social media platforms are organizations
using?
q y
The most frequently used social media and
multimedia platforms include: 1) Facebook (45%),
2) LinkedIn (34%), 3) Twitter (28%) and 4) YouTube
(18%). Other popular platforms include company
blogs (17%) and webinars/webcasts (16%).
Source: SHRM Survey Findings: Social Media in the Workplace ©SHRM 2011

5. Social Media in the Workplace
p
3
Are CEOs leveraging social media ?
They do, though not at high rates; LinkedIn (20%)
and Facebook ( ) q y
(17%) were the most frequently used
social media platforms. CEOs are also using
webinars/webcasts (16%) and blogs (14%) on their
organization’s website as ways to build relationships
with external audiences.
Source: SHRM Survey Findings: Social Media in the Workplace ©SHRM 2011

6. Social Media in the Workplace
p
4
Do organizations track employee use of social
media services? Do they block access to these
services?
Overall, 31% of companies track employee use of
social media services, and 43% block access to
social media platforms on organization-owned
computers or handheld devices. The most
frequently blocked social media and multimedia
platforms were 1) Facebook (39%), 2) Myspace
(38%),
(38%) 3) T itt (33%) 4) Y T b (32%) and 5)
Twitter (33%), YouTube d
iTunes (26%).
Larger-staff-sized organizations, publicly owned for-profit organizations and firms
with multinational operations locations were more likely to track employee use of
and block access to social media.
Source: SHRM Survey Findings: Social Media in the Workplace ©SHRM 2011

7. Employee Lifecycle & Social Media
p y y
1 Employer Branding, Communications
2 Pre Hire Assessment & Reference checks
3 Talent Acquisition
4 Learning & Collaboration
g
5 Employee Engagement & Recognition
6 Alumni Engagement & Re-Hire

8. Dominos – PR and Brand Crisis
Video Prank at Domino’s Taints Brand
New York Times
Domino's Employee Video Taints
Food and Brand: ABC News
Received over 5,00,000 Views on YouTube
R i d 5 00 000 Vi Y T b http://www.nytimes.com/2009/04/16/business/
media/16dominos.html
abcnews.go.com/Business/story?id=
7355967

9. Dominos – PR and Brand Crisis
Before Viewing After Viewing After Viewing
Prank Video Prank Video Apology Video
Total ( 243)
T t l (n=243) Total ( 243)
T t l (n=243) Total ( 243)
T t l (n=243)
Go to a Domino's 29% 10% 20%
Order Domino's for delivery 46% 15% 24%
Visit Dominos' web site
Dominos 25% 14% 24%
Search for information on Domino's 14% 10% 20%
Watch an advertisement/commercial on
Domino s
Domino's 61% 27% 42%
Source: Result of Survey done by MediaCurves, http://www.mediacurves.com/NationalMediaFocus/J7329-Dominos/Index.cfm

10. Maruti Suzuki – Social Recruiting
g
1. Strategy – Automobile2.0 (Community Building Initiative)
2.
2 Target Audience – Sales and Marketing Professionals in Automobile Industry
3. Engagement Plan – Webinar Platform used to create Virtual Knowledge Forum
4. Aligning to Business – Job posting online attracted passive candidate to get involved
5. ROI – Closed a few key positions from community members directly and via referrals.

11. Product: Free try available
y
www.rypple.com Social Collaboration, PMS and Recognition Platform
www.salesforce.com/chatter Private Social Network
www.bullhornreach.com Social Recruiting Platform

12. Let’s connect!
ankursethi.com | ankur@ankursethi.com| @ankursethi
blog.ankursethi.com | pho2.ankursethi.com| chitrakaar.com
bl k thi h 2 k thi | hit k