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SOCIAL MEDIA TRENDS AND THE IMPACT ON HR
The document discusses the impact of social media trends on human resources, emphasizing the importance of listening to customer feedback and engaging with both employees and the market strategically. It covers key aspects such as recruiting, onboarding, employee communication, and the significance of a social business model in enhancing workplace culture and performance. The presentation encourages leveraging social media to improve overall business outcomes while recognizing the challenges of measuring return on investment and developing effective strategies.
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SOCIAL MEDIA TRENDS AND THE IMPACT ON HR
- 1. 1 Social Media Trendsand the Impact on HR presented by Joe Rotella, SPHR Chief Marketing Officer
- 2. 2 Social Media Trendsand the Impact on HR Share The Love I encourage you tweet about our time together @joerotella Want today’s slide deck? Add #socialHR
- 3. 3 Social Media Trendsand the Impact on HR Don’t Tweet? Follow Delphia Consulting on LinkedIn and we’ll get you the slides
- 4. 4 Social Media Trendsand the Impact on HR About Joe Rotella, SPHR
- 5. 5 Social Media Trendsand the Impact on HR About Delphia Consulting, LLC
- 6. 6 Social Media Trendsand the Impact on HR Topics We’ll Cover Social media trends from a marketing perspective Why HR should care The Social Business Social media from an HR perspective Discussion
- 7. 7 Social Media Trendsand the Impact on HR Social Media Revolution 2014
- 8. 8 Social Media Trendsand the Impact on HR
- 9. 9 Social Media Trendsand the Impact on HR Listen Up! It’s Important Most brands are beginning to really listen to customers The winners - respond strategically Monitor • Your company • The competition • Your industry
- 10. 10 Social Media Trendsand the Impact on HR Listen and Respond Appropriately 1. Listen to understand • Is it a trend? • Or a response? 2. Consider the context 3. Engage to deliver mutual value 4. Build relationships – don’t just lurk
- 11. 11 Social Media Trendsand the Impact on HR 57% of Marketers Use Social Advertising Facebook, Twitter, LinkedIn and others are daily destinations for millions of U.S. consumers who spend an average of 37 minutes per day on those channels.
- 12. 12 Social Media Trendsand the Impact on HR Social Marketing is a Tough Job The options are confusing Measuring results is difficult It’s easy to jump to the “map” without having goals or desired measurable results
- 13. 13 Social Media Trendsand the Impact on HR Email is Alive and Well There’s a strong relationship between email and social • Email lets you stay top of mind and you’re in control • Use email to encourage social interaction Learn from your email • Test the subject line to see what works best • Incorporate popular emails in to social media • Test image effectiveness Social media supports email • Incorporate a fan’s enthusiasm in email • Tease upcoming emails in social updates
- 14. 14 Social Media Trendsand the Impact on HR Social Media Takes a Team A dedicated social media team of three or less seems about right Adjust expectations based on the amount of resources dedicated to the effort
- 15. 15 Social Media Trendsand the Impact on HR Social Media ROI Remains Elusive State with clear measurable goals Develop a content strategy to achieve those goals Focus on one or two channels Gradually scale up the effort
- 16. 16 Social Media Trendsand the Impact on HR More Trends Real-time marketing • Oreo’s “Dunk in the Dark” tweet during SuperBowl 2013 Image-centric networks will see huge success The rise of the micro- video Mobile penetration is at 93% worldwide Be prepared to pay Google Plus will become a major factor Myspace will grow • “Arts” community LinkedIn for B2B growth
- 17. 17 Social Media Trendsand the Impact on HR In Case You Missed It The power went out in the Superdome during the showdown between the San Francisco 49ers and the Baltimore Ravens. Retweeted 10,000 times in one hour
- 18. 18 Social Media Trendsand the Impact on HR That’s Marketing - IDC You should! Think strategically or you’ll be “the department of sunshine and rainbows” Watch what’s happening in the big world and figure out what you can learn from it Apply it to your world
- 19. 19 Social Media Trendsand the Impact on HR It’s About Your Employment Brand
- 20. 20 Social Media Trendsand the Impact on HR It’s About Employee Communication Increased productivity Increased collaboration leads to innovation Higher employee satisfaction Less conflict in a relationship built on interdependence Increased retention Better employment brand Even the NRLB gets it • “This protection extends to certain work-related conversations conducted on social media, such as Facebook and Twitter”
- 21. 21 Social Media Trendsand the Impact on HR It’s About Your Career Like it or not, self- promotion is part of responsible career management People who tout their own achievements land plum assignments and promotions Actions don’t always speak louder than words
- 22. 22 Social Media Trendsand the Impact on HR Some Things Are Private, Right?
- 23. 23 Social Media Trendsand the Impact on HR
- 24. 24 Social Media Trendsand the Impact on HR The Social Business Before January 2009 • First defined by Nobel Peace Prize laureate Prof. Muhammad Yunus • A Social Business o Created and designed to address a social problem o A non-loss, non-dividend company • Unlike a profit-maximizing business, the prime aim of a Social Business is not to maximize profits After January 2009 • Used in “It’s Time To Transform” blog post by Peter Kim • It’s a BIG IDEA • Social business stands for what companies need to become—not a description of an incremental feature or business function • Social Business Design is the intentional creation of dynamic and socially calibrated systems, process, and culture
- 25. 25 Social Media Trendsand the Impact on HR Social Business: Where It's Been & Where It's Going Source: David Armano, 5/6/12 Blog Post
- 26. 26 Social Media Trendsand the Impact on HR MIT Sloan Research Found 57% say that social business sophistication is at least somewhat important in choice of employer (age 22 – 52) 83% turn to social to improve leadership performance and manage talent 60% integrate social business into operations 90% see importance of social business on 3-year horizon
- 27. 27 Social Media Trendsand the Impact on HR A Traditional Home Page
- 28. 28 Social Media Trendsand the Impact on HR A Social Business Home Page
- 29. 29 Social Media Trendsand the Impact on HR Key Areas of Human Capital Management Your Corporate Culture and Brand Recruiting Onboarding Day-To-Day Evaluations Training & Development Separation
- 30. 30 Social Media Trendsand the Impact on HR Recruiting Duh! Recruiting is fundamentally about marketing • Generating awareness • Narrowing down the field • Qualified leads • Closing Recruiting works on every channel • LinkedIn • Twitter • Facebook • YouTube Video is a very good fit Recruiting
- 31. 31 Social Media Trendsand the Impact on HR The 7 Pillars of Marketing It’s easier for people to feel connected to you through video Personality comes through Authenticity comes through It’s harder to use a “ghost actor” compared to a “ghost writer” Know Like Trust Try Buy Repeat Refer The Marketing Hourglass courtesy of John Jantsch, Duct Tape Marketing
- 32. 32 Social Media Trendsand the Impact on HR Key Elements of a Recruiting Video The purpose of the company • People don’t buy what you do, they buy why you do it Testimonials Talk about career growth Communicate your culture Self-select: Issue a challenge
- 33. 33 Social Media Trendsand the Impact on HR Great for Internships!
- 34. 34 Social Media Trendsand the Impact on HR Reddit Users “Best Pick”
- 35. 35 Social Media Trendsand the Impact on HR Onboarding Most likely “private” Consider accessibility outside of the work environment “Must-do’s” • Form instructions • Training • Initial networking Onboarding
- 36. 36 Social Media Trendsand the Impact on HR Bump The Lamp
- 37. 37 Social Media Trendsand the Impact on HR Details of Onboarding Welcome message • Profile Knowledge base • Wiki • #firstday Where to go for lunch? • Ratings, reviews, pictures! Day-To-Day
- 38. 38 Social Media Trendsand the Impact on HR Imagine if… Each employee had a single page just for them -- “About me”. • Anyone in the company could add Thanks and Praise • Employees could highlight their top contributions / discussions • Employees can showcase their personalities with photos and commentary HR, managers, and mentors could “Follow” employee pages. • Know when they receive ad hoc praise from peers • See praise activity flow into your custom streams Data from sites like LinkedIn was pulled in so you had a 360 degree view of your employees
- 39. 39 Social Media Trendsand the Impact on HR Your Modern, Social Directory
- 40. 40 Social Media Trendsand the Impact on HR Frequent Communication Use an internal blog! What to look for • Multiple contributors • Comments • Like/Share Potential content • Welcome messages • New business • Internal initiatives
- 41. 41 Social Media Trendsand the Impact on HR Reward And Recognize With Featured People Evaluations
- 42. 42 Social Media Trendsand the Impact on HR Find Who and What You Need
- 43. 43 Social Media Trendsand the Impact on HR Socialization Events Facilitate Networking
- 44. 44 Social Media Trendsand the Impact on HR Gamification and On Demand Learning Nearly two-thirds of people are visual learners, and visual data is processed much faster by the brain than is text. SocialTimes Training & Development
- 45. 45 Social Media Trendsand the Impact on HR “Props”, Ratings, Reviews Develop a “feedback-rich” culture and set of tools that encourages all employees to give each other feedback Evaluations
- 46. 46 Social Media Trendsand the Impact on HR Imagine If… You could stay connected to all Alumni • Also help them stay in touch with each other You could leverage the connections that Alumni have • New employer as a prospective client • Immediate contacts across industries for feedback You could manage and maintain your external market perception • Positive word of mouth from Alumni Org is the premier provider • Positive word of mouth from Alumni Org is the best place to work • Organization cares about you across your entire lifecycle Separation
- 47. 47 Social Media Trendsand the Impact on HR Drive strategic alignment, innovation and productivity, across all employees, from any device. Social Intranet Make it easier for employees to find information and expertise Reduce the time it takes to bring new offerings to market Communicate more effectively to a distributed, mobile workforce
- 48. 48 Social Media Trendsand the Impact on HR More People Can Perform Like Your Best People top performersaverage performersbottom performers More people who are 50% more productive than averageFewer people who are 50% less productive than average performance with jive Jive customers see results: 15% productivity, 4% revenue.
- 49. 49 Social Media Trendsand the Impact on HR Web Governance The structure of people, positions, authorities, roles, responsibilities, relationships and rules involved in managing an company’s web presence. The Structure Defines • Who can make what decisions? • Who is accountable for which efforts? • How do the players work together? Responsibilities of Members • Develop and recommend policies • Create procedures to implement the polices • Determine and operate management controls • Develop and use performance measures Source: Webcontent.gov
- 50. 50 Social Media Trendsand the Impact on HR Places to Start Policies • You can’t control what your associates do off the clock • Raise awareness through education • Offer help setting up profiles • An internet usage policy should be part of your on-boarding process Style Guide • Presents your company’s brand • Provides tools associates can use to implement the brand o Wording guidelines and suggestions o Logo usage
- 51. 51 Social Media Trendsand the Impact on HR An Example Social Policy
- 52. 52 Social Media Trendsand the Impact on HR The Bottom Line The culture in the “outside world” has changed and continues to change Leverage those changes and adopt your culture accordingly Social media isn’t a fad – it’s here to stay Social Media doesn’t mean “Public” A Social Business puts people and the value of human connections at the center of the business “Social” may be a tough pill to swallow Develop a business case Implement, measure, adjust Adoption takes work – content is key The payoffs are real
- 53. 53 Social Media Trendsand the Impact on HR Social Media Policy Workbook offers.delphiaconsulting.com/socialpolicy
- 54. 54 Social Media Trendsand the Impact on HR The NextGen Worker: Webinar 9/16 Join me for a live webinar September 16 at 11am PT/2pm ET – “The NextGen Worker: How Millennials Influence Workstyles (And Why Leadership Should Embrace It)” jivesoftware.com/millennials
- 55. 55 Social Media Trendsand the Impact on HR Questions? Joe Rotella, SPHR Chief Marketing Officer Delphia Consulting, LLC www.linkedin.com/in/joerotella 888.421.2004 x4326 [email protected] @joerotella