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Polly Pearson VP Employment Brand and Strategy Engagement EMC Corporation How To 2.0 : Social Media Strategy and Execution  for Branding, Engagement, and Recruiting
A Brand is … ,[object Object],[object Object]
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 in employee productivity $18,600 more market value per employee $3,800 more profits per employee $80,000–120,000 additional revenue  per month Higher profitability Higher customer loyalty Recruitment costs 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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Which do you think are the top 5 satisfiers for employees? *EMC Corp; Corp Exec Board, 2006
Quiz:  Commitment Drivers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Which do you think are the top 5 satisfiers for employees? *EMC Corp; Corp Exec Board, 2006
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],When Hoping to Engage Employees …  B2B Language “ All about us” B2C Language  “What’s in it for me?” A Change of View is Needed
Can You Imagine an Environment Where ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Introducing The Internal Social Network ,[object Object],[object Object],[object Object],“ 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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Free. ,[object Object],[object Object],[object Object]
Case Study #2: Watercooler Community ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Free. HBR Feature September, 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 Host Mentor Distinguished Engineer Author UR Resource;  Newsletter author Brand Ambassador Speaker 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 Careers Campus: EMC Careers EMC ONE, Culture Talk Blogs on EMC Culture & Careers Facebook: EMC Careers Twitter: EMC Careers YouTube: EMC Careers
2.0 Value Far Beyond Branding
Some of the Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2.0 Employment Branding “Resources” ,[object Object],[object Object],[object Object],[object Object]
Some Thoughts for your Product or Cause ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Be Found. Be True. Be Talked About.
Questions? www.pollypearson.com
© Copyright 2009 EMC Corporation. All rights reserved.

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Social Media Strategy and Execution for Branding, Engagement and Recruiting

  • 1. Polly Pearson VP Employment Brand and Strategy Engagement EMC Corporation How To 2.0 : Social Media Strategy and Execution for Branding, Engagement, and Recruiting
  • 2.
  • 3. Our Employment Brand Objective … “ and those on the Inside will know that this is the ultimate place to be.” - EMC - Dr. John Sullivan
  • 4. Why? Growth in employee productivity $18,600 more market value per employee $3,800 more profits per employee $80,000–120,000 additional revenue per month Higher profitability Higher customer loyalty Recruitment costs 55% lower Fortune 500 Companies with Engaged Employees Report: Source: Impact of Engaged Employees on Business Outcomes. Ongoing Employee Engagement Research, Hewitt Associates,
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10. Community Brings Brand Values to Life
  • 11. Radio Show – “Infotainment” Community Building
  • 12.
  • 13.
  • 14. Setting your Ambassadors Free External Employment Branding
  • 15. “ Swimmers” become Strong and Ready to “Go Outside” Organic Brand Ambassadors Emerge Dozens of Bloggers; Hundreds of Micro-Bloggers
  • 16. The Ripple Effect: Case Study #3
  • 17. The Ripple Effect: Case Study #4 2007: Engineer 2009: Blogger Radio Host Mentor Distinguished Engineer Author UR Resource; Newsletter author Brand Ambassador Speaker Innovation “Press” “ Professor” Exhilarated Employee
  • 18. External, Engaging Brand Communities Grow Consistently Reaching and Engaging Millions in your Target Market
  • 19. Branding Opportunities become like Viral Fly Paper EMC.com: EMC Careers Campus: EMC Careers EMC ONE, Culture Talk Blogs on EMC Culture & Careers Facebook: EMC Careers Twitter: EMC Careers YouTube: EMC Careers
  • 20. 2.0 Value Far Beyond Branding
  • 21.
  • 22.
  • 23.
  • 25. © Copyright 2009 EMC Corporation. All rights reserved.

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