From Linked In toLinked Together

Using Social Media and Web 2.0 as Part of an Overall Benefits Communication Strategy

Greater Pittsburgh Local Chapter of ISCEBSMay 18, 2011

Ron Kubitz, Recruiting Manager

Background & ExperienceOver 20 Years Experience Recruiting for

Engineering, Construction and related positions

Training ManagerRecruiting & Sales ManagerCorporate RecruiterProminent Blogger on Topics Related to

Recruiting, HR, Training, and CareersAIRS, CPC CertifiedSHRM/PHRA Member

Objectives

Define Web 2.0 and identify methods to utilize social media for the betterment of your corporation or individual circumstances.

Create Enthusiasm and Familiarity with the many facets of Social Networking .

Identify “Good and the Bad” of Social Networking.

Continued

Objectives Learn how to get started

using Social MediaDiscover relevant Social Media

tools effective in improvingbenefits communication

Understand the importance of having a Social Media Policy

How many of you are using the Social Web?

What is Web 2.0?

Web 2.0 is a collection of technologies that allow users to interact with online

content.Blogs

Micro-BlogsPodcasts/VideosSocial Networks

User Forums

What is Web 2.0?

Users can participate, control, and guide the experience.

Centered on user experience, Web 2.0 allows for a variety of inventive and

functional employee benefits communication strategies.

The Numbers65% of organizations plan to increase the use of social networking technologies *.

56% of Social Media users are utilizing their favorite sites daily*.

Companies continue to explore Social Media as the next communication frontier and a vital part of an overall benefits communication strategy*. *Source: Towers Watson

The Numbers - ContinuedBy 2012, the number of people regularly

reading blogs is expected to grow to 145 million*.

The number of people who visit social networks regularly is projected to increase to 115 million by 2013*.

Podcast audience is expected to increase 251% by 2012*.

*Source: E-Marketer

Advantages of using Social Media for Benefits Communication

Boosts Retention and can attract the best employees.*Increases productivity while decreasing absenteeism.*Reduces overall health care costs.*Inspires trust.Human Contact Element.Real time feedback.Increases Employee Engagement. *Met Life

AdvantagesLoyal employees aren’t necessarily those with

the most expensive benefits, but those who understand their benefits and how to make the most of them!

Communications leads to better choices which in turn leads to reduced costs!

Without effective benefits/wellness communications strategies, you cannot change negative employee choices!

Better communications inspire trust which increases shareholder returns!

Getting Started1. Lay the foundation—Make sure that you

have easily accessible and effective online benefits resources.

2. Have a strategy:A. What are your objectives? Decide on core

objectives!B. Who are you talking to? Employee/family

demographics!C. What is a wise use of $$? Communications

website, blog, videos etc??D. What is going to have a long term ROI?

Participate/Monitor

Understand the Tools: BLOGS1. Simple and

easy way to create web content and self publish

2. Response3. Dialog4. Great first

step

Blogs—Uses & Tips

Add a blog to your benefits website or intranet

RemindersFeaturesArticlesEmployee Feedback

Set a realistic schedule

Post often during busy times (enrollment)

All posts should have actionable information

Moderated blogs!

Understanding Micro-BlogsMicro-BlogsTwitterShort updatesMore interactivityQuick response/feedback

Micro-Blogs Uses & Tips

Twitter for reminders and updates

Quick and helpful hits

Pull the feed into your website/intranet/other Social Media

Twitter can be received/viewed online, Twitter apps, mobile phone, etc!

Twitter aids available online

Understanding Podcasts/Videos

Podcasts/VideosYou TubeOnline downloadable audio and video clipsPlay on computer or iPodCan listen to at anytime

Podcasts/Videos Uses & TipsMakes content more

exciting and invitingExplain benefits

changes, new programs, misconceptions

Demonstrate wellness features/activities

Video contests boost participation

Interviews with benefits team members

Be professional and of high quality

Use caution if inviting employee videos

Understanding Social NetworksLinkedInFacebookCompany GroupsCompany Benefits

Sub-GroupsBenefits

Fans/FollowersPowerful tool for

distributing ideas and information

Social Networks Uses & TipsFacebook Wellness

or Benefits GroupDitto for LinkedInGets families

involvedDialogBuild internal Social

Networks

Many wellness and health carriers are building social networking into their tools!

Peer influence…Social networks lead

to increased participation!

Understanding User Forums

What: Moderated online discussions around a specific topic.

Why: Allows for idea swapping and answers exchange by employees, families, benefits staff. Information is easy to find and information is shared and utilized.

Tips: Make sure it is a good fit for you. Requires monitoring at all times.

Keys to Success1. Make it an on-

going dialog2. Use

conversational tone

3. Start slow..have goals

4. Share personal stories

5. Feedback is a good thing

“If you build it they will come.”

“You had me at hello.”

“(Mrs. Robinson) You are trying to seduce me.”

“Fasten your seatbelts. It’s going to be a bumpy night.”

“I’ll be back.”

Dangers (Legal) of Social Networking

Businesses Need to:

Assess the benefit of using social networking group sites also create a policy on Web 2.0 usage.

Create policy/ground rules on personal postings on both corporate sites and personal sites. Focus on “do’s” versus the “do not’s”.

Introduce the policy and keep up to date.

Must align with ethics code and Handbook

E-Mail PolicyConfidentiality and

NondisclosureDiscrimination/

harassmentConsult an Attorney

Dangers cont.1. Educate

employees regarding use of Social Media

2. Require disclaimers

3. Use real names/identities

4. Tell the truth and do not disparage

5. Do not identify customers, partners or clients

6. Work versus Play7. Training!

In Conclusion:

In a forum where 200+ million people can be reached each month, social networking is an

efficient, cost effective and limitless tool for investing in your company by investing in your benefits communication and

in turn reaping the benefits in terms of employee engagement!