Lynn HazanPresident, Lynn Hazan & Associates, Inc.Executive Search Firm for Recruitment in Marketing and CommunicationsLynn@lhazan.comwww.lhazan.com312-863-5401

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What is corporate culture?Stories we tell

ourselves and outsiders about the company, its people, products and reputation

Our experiences

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What makes stories/culture successful?Ingrained, part of

the co’s DNA, genuine, feel passionate, real

Feel it – sometimes hard to articulate

Emotional connection

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The C’s of Social MediaContentCommunityConnectionsConversationConstantly changing

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What Social Media is NOT…NOT equivalent to real time relationshipsClients do NOT hire resumes aloneNot a replacement for HR’s knowledge of

company, expertise in recruiting/screening and understanding fit for company/culture

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Aha! It’s the ThreadSocial media and

corporate culture have more in common than realized

About people, talking, sharing, learning, working together, common experiences. We bond.

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Hungry for real and authentic experiencesTell stories of

companies we interviewed, each different, yet common thread

Culture developed to meet its needs

Social media = 21st century technology to expand messages

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• It’s what we do• Don’t talk about it• Behavior based – in action

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Aim to answer these questions & more:How do you define your corporate culture?How would you describe your brand in 6

words?Who are your ambassadors on behalf of your

brand?How does culture help with

recruiting/retaining staff?In a down economy, what have you done to

keep employees motivated, productive and focused on growing your company’s business?

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Each Company’s Magic SpiceBoar roasts and hula dancers To holding staff position for soldier for 2 yrs.

after only one month of employment

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Interviewed

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Look at titlesMany use social networking as part of job

descriptionHR at vanguard of innovation

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Key Culture Trends: HR…Creates trendsActively seeks

collaborationFosters environment

where all employees are brand ambassadors

Has well-developed procedures to monitor, develop and promote talent

Embraces professional, social and cultural efficiencies of social media

Encourages employee wellness

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Emphasis on Talent – GallupSallie PetersUnique approach to

recruiting and retaining staff

Behavioral based selection tools

People and performance = priorities

Autonomy, freedom and accountability for results

Best friend at work – emphasis on relationships

Emotional attachment – people count

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• Innovative• Worldly• Engaging• Research• Outcomes• Progressive

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Aon Consulting – Brian Baker, VP Employee Engagement & Social NetworkingHuman capital strategies & innovationEncourage staff to move to right direction in

terms of behavior

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Aon Client – HR as Change Agents – Encourage WellnessEngage employees,

families, communities, etc. in elevated dialogue about healthcare

Different approach -holistic- go beyond work, w/families

GoalsDecrease health care

spend Measure over 2 yrs.

Encourage employees to be personally & professionally successful

What is healthy living? National roll out to go

international

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Aon’s client tactics:

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Taking dialogue home = embedded behavioral shift

Interactive web presence for all kidsCalendar contest

Kids Depict healthy living Use logo

Great American Smokeout Facebook pages YouTube as cross finish line – corporate

documentaryMP3 players with catchy music, message

from CEOPreventative + ProvocativeConfession Booth – celebrate finish line

CDW: Charles Bretz, Sr. Recruiter & Sr. SourcerHis roles:

Internet strategySocial mediaProactive –

Relationship buildingNetworking &

pipeline buildingTwitter & LinkedIn –

identified candidates – good fit

Reached out to candidates – Cisco arena – high level engineers

Competitive intelligence

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CDW – Staff as Brand Ambassadors – Career FairsMilitary Veterans’ Recruiting

Event2 vets participated

CDW-recognizes and values vetsIraq vet returned 2.5 months ago

Gone for 2 yrs CDW held spot for him Married with child, benefits

continued while on duty Incredibly, only been on staff for 30

days47th – 100 Top Military Friendly

Employers (G.I. Jobs 11/9/09)

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• Engaging• Exciting• Challenging• Celebratory• Selfless • Recognition

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CME Group: Challenge of being a 150 year old start upBe more competitiveEvolving biz model

More relationship-based with big banks, financial institutions

Break down internal silosBe more externally focusedHold leaders to high standardsMentor and grow staffNo more brilliant jerks

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CME Group – growth timeline

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CME Group: Dennis Cue, Director Professional Development & Organizational EffectivenessTwo Pronged Learning:

Face to face formal learningOnline learning

Daily online sharing – open to all staffKnowledge Direct – stimulate dialogueDaily posts, updated 2x/wkThe Summit – leadership dev’t program, 15-

20 peopleMaintain network w/alums

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• Execution• Speed• People/staff oriented• Territorial• Overwhelming• Intense

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CME Group – Evolving CultureEmpowermentTeam-basedAccountabilityCourageCustomer-focusIntentionalGlobal

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Groupon – Andrew Mason, Founder & CEOUnique business

concept – group buying power

1 year old start upAndrew featured on

Crain’s 40 under 40groupon.com/learn

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Groupon – Staff profilesManaging Editor – humor in all contentHire humor writers – investment in companySelf expression

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Groupon – CultureFlat – everyone contributesNo titles, offices or status symbolsAndrew buys lunch 3x/wk for 4 staffTransparent – to all, customers, merchants

Unique biz model

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Zany & off the wall – why not?Groupon Tabernacle Choir – Bach

Christmas Mass4 part harmonyIn German!

Surprise birthday party for Hawaiian born stafferGrass skirtsBoar roastSinging

People don’t expect itKeeps work fresh

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Groupon & Social Media = Holistic ApproachTwitter & Facebook

accounts for each city

Daily DealSide Deal of the dayScavenger huntsMeetupsFundraisers – local

support

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• Independent• Humble• Community• Excellence• Passion• Commitment

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5 different companiesDifferent needsBiz modelsFast pacedCommitment to quality

employeesEmployees = Brand

AmbassadorsLow turnover

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The C’s of Social MediaContentCommunityConnectionsConversationConstantly changing

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From thread that runs through to the ribbon that ties it together The Magic SpiceThe Secret SauceSpell Success!

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Lynn HazanLynn Hazan & Associates55 E. Washington St.Suite 715Chicago, IL 60602312-863-5401lynn&@lhazan.comwww.lhazan.com

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