Maximize Social Media

1. Maximize Social Media
Throughout the
Employment Lifecycle
Presented by:
Dan Oakes
Director, SourceRight Solutions
Roy G. Krause
President & Chief Executive Officer, SFN Group
Sponsored by:

2. Emerging Workforce Survey
Attracting&
Retaining Talent…
Will Never Look the Same Again
2

3. SOCIAL MEDIA
A cultural shift that’s…
Changing the Way
We Find and Keep
The Workforce Working
3

4. 1997
1999
2003
2005
2007
The Emerging
Workforce® Study
Because We Asked...
How Do We Know?
1997
1999
2003
2005
2007
2009
For Over 12 years
2009
4

5. Even We Were Surprised by the Answers...
Emerging Workforce Survey
Employees Have…
New expectations of job search experience
Changed the entire meaning of job search
Employers Adjusting to…
Increased transparency into company’s culture
Controlling online reputation before it controls them
Harnessing social media to attract, engage, retain
5

6. Agenda
A few fundamentals of social media
Recruiting talent in a digital world
Using social media to retain workers
Best practices of social media
6

7. Fundamentals of Social Media
7

8. Social Networking Revolution
SELF-EXPRESSION
8

9. Who is Really Using it?
9

10. And We Mean EVERYONE
LinkedIn adds 1 new
member, EVERY SECOND!
If Facebook were a
country, its population
would be LARGER
THAN THE U.S.!
The number of twitter
users increases by
300,000…….EVERYDAY!
24 Hours of Video Uploaded
EVERY MINUTE
on YouTube
1.56 TRILLION text
messages sent,
PER YEAR!
10

11. Are YOU One of Them?
Yet 76% of companies still
DO NOT Have a
Social Media Strategy
11

12. Emerging Workforce Survey
Most companies have
lackluster success
How successful have your
company’s social media
strategies been?
8%
25%
85%
15%
Very Successful Successful Somewhat
successful
Not at all
successful
12

13. And Most Companies Are Struggling With
The Same Old Challenges...
Emerging Workforce Study
51% of HR Executives Say Finding Qualified Talent at
all Levels is Top HR Challenge
56% Expect 10%+ of Workforce To Leave
13

14. Emerging Workforce Study
By 2020
there will be a shortage of 14 MILLION
post- secondary educated workers
By 2015, 76% OF U.S. JOBS
will demand highly skilled employees.
14

15. Are You Changing
the Way YOU
Find Them?
Emerging Workforce Survey
Social Media is Changing the Way People Find Jobs...
15

16. Emerging Workforce Survey
Diversify Your Recruitment Platforms
Pre Web Web 1.0 Web 2.0
Finding
jobs
offline
Finding
jobs
online
Finding
jobs via
Social
Media
16

17. Emerging Workforce Survey
We asked HR executives…
What Are YOU Doing
to Find the Best Talent?
What do YOU think they said?
17

18. Emerging Workforce Survey
Internet Job boards (43%)
Referrals (58%)
Classifieds (20%)
Online/Social Networking (4%)
18

19. Looking for a Job, Anyone
Know a Good Company?
Evolution of
Recruiting &
Staffing
Monster
1:Many
1:1
19

20.  Less than half (44%) of
companies today are using
social networking outlets to
recruit new talent
Emerging Workforce Survey
 “Get the organization’s
name out there” is the top
reason why companies use
social networking
20

21. The majority of companies aren’t utilizing tailored
recruitment strategies
21
Emerging Workforce Survey
11%
11%
39%
30%
33%
37%
17%
22%
My organization utilizes tailored
recruitment strategies based on
different age groups or
professions
I am more worried about talent
shortage today, as compared to
one year ago.
Strongly Agreee Somewhat Agree
Somewhat Disagree Strongly Disagree
21

22. Employees’ Want to Know
What They’re Getting Into…
And They Can Easily Find Out…
Greater transparency
into culture, mgmt
style, and mission
Growing importance of
corporate mission to
employees, and connection
to referrals
Two-pronged social media
strategy: Manage corporate
reputation & Clearly
communicate corporate
mission
22

23. Employees who feel their company has a clear and followed-
through upon mission statement are nearly twice as likely to
refer a friend to their employer (52% vs. 31%)
Are you using social media to
clearly communicate your
brand and corporate mission?
Guess What’s Back in Style?
Corporate Mission
23

24. Emerging Workforce Study
Once You Find Great Talent...
How Are You Going
to KEEP Them?
24

25. Rebound Success Will Depend on Ability to
Keep Star Talent in Place to Drive Renewal & Growth
Employers Still Don’t Get ‘It’:
Cost control: 52% say maintaining costs is top priority (versus 33% in 2005)
Recruiting: A priority to 51% vs. 68% in 2005
Retention: Only 23% concerned with retention (versus 57% in 2005)
Retention Should NEVER
Go Out of Style
25

26. Emerging Workforce Survey
We asked HR executives…
What do YOU Believe Are the
Top Drivers of Retaining Talent?
What do YOU think they said?
26

27. DISCONNECTED
Employees and employers have widely different views on
retention drivers
EMPLOYERS’ VIEW
1. Management Climate
2. Supervisor Relationship
3. Culture & Work Environment
4. Benefits
5. Financial Compensation
6. Growth & Earnings
7. Time & Flexibility
8. Training
EMPLOYEES’ VIEW
1. Benefits
2. Financial Compensation
3. Growth & Earnings Potential
4. Management Climate
5. Time & Flexibility
6. Culture & Work Environment
7. Supervisor Relationship
8. Training
27

28. Emerging Workforce Survey
Only 13%of employees say their employer is putting more
effort into retaining them
Efforts Falling Short
33% say their employer is
doing less now than year ago
Only 20% companies use
social networking to retain
existing employees
28

29. Give Employees a Reason to Stay
Workers have inherent desire for efficiency & innovation
> 95% of workers today prefer a job that allows them to think
creatively
> 88% of workers prefer a job that allows them to think of new &
better ways to do things
Growth potential is the top reason workers stay,
beyond pay/benefits
94% of workers agree that they should seek
their own career development, wherever it might be…
THROUGH ONLINE DEVELOPMENT, CREATIVE FORUMS
29

30. A Budget-Friendly Solution
Less than half of companies (41%) offer online career
development options
Social Media can help communicate and market your
growth and development programs
Financially friendly, scalable and effective
in reaching workers
Podcasts, webinars and MP3s are
new venues for providing
employees career and personal
development opportunities
30

31. Let Employees Be Heard
Facebook, wikis, and blogs offer workers an
opportunity to share their opinions, connect with
co-workers and blow off steam.
In return, employees
feel that they have a
voice and a part of
your company
31

32. Make Work Fun Again
Mergers, acquisitions, bankruptcies, etc. all
contribute to fear and anxiety
Laughter and humor can curb the
highest of anxiety levels
Consider entertainment value that
social media outlets offer
Departure from traditional
“corporate messaging”
32

33. Your Water Cooler Just Went VIRAL
Extend the Reach of Communication
Social media can’t be matched when it comes to keeping workers’ informed
and exposed to executive management
Twitter offers CEOs and
other executives a way to
connect, share personality,
communicate company
news, etc.
Use Twitter, blogs, and
similar outlets as a
component of
communication strategy--
not the entirety of your
program
33

34. What Have We Learned?
Social Media Best Practices
34

35. The Workforce is Changing…
And social media is
shifting the
dynamics of how we
interact with the
workforce.
CULTIVATE
TALENT
ATTRACT
TALENT
RETAIN
TALENT
35

36. Suggested Goals of
Social Media Outlets
Expand one-to-one networking capabilities
Increase brand awareness among job seekers
Increase online registrations via click-to-apply job process
Fosters real-time feedback, ability to
deliver customer service in seconds
Launch thought leadership program,
series to educate, build recognition
& begin fostering relationships
Better response rate
24/7 communication vehicle
36

37. Social Media Strategy
Consider Key Audiences
Determine who you want to talk to, where
they can be found online, and
what topics they
are generally
interested in?
37

38. Social Media Strategy
Define Your Organization’s Voice
If young, innovative company, your
communications should be informal
and perhaps involve
humor.
For others, a more
formal tone is
appropriate.
38

39. Social Media Strategy
BE TRANSPARENT: The more transparent you are, the more likely
you’ll be trusted.
On the GM blog, they write
about repayments to the
government, the recent CEO's
resignation and new corporate
hires. This communication is
giving us access to important
information and showing that
even a behemoth company
like General Motors can be
transparent.
39

40. Social Media Strategy
Leverage Entertainment Value
Social media has skyrocketed
in popularity because it
provides a departure from
the stodgy, traditional
“corporate messaging” of
the past. Use cartoons,
spoofs, viral videos, etc.
40

41. Social Media Strategy
Be Diversified
Cyberspace is a big place. Social media strategy needs
to take this into account—use a variety of initiatives,
blogs, podcasts, YouTube, etc.
41

42. Social Media Strategy
Engage Audience
Ensure efforts provide value in some way to audience,
drive action and establish ongoing relationship.
Google has a channel on YouTube, in
which Google's Matt Cutts responds to
the questions posed by webmasters
and online marketers in its various
forums that it feels have broad
applicability and relevance to the
community at large.
42

43. Thank you
&
Questions?
43