How can HR build a Social Strategy
Because Business is [email protected]: @gautamghoshhttp://www.gautamblogs.comFacebook: http://www.facebook.com/HR.Blogger
Last role: Consultant with Social Business firm 2020 Social where he led the Talent practice, looking at how organizations can build talent pipelines and internal employee engagement and development using such tools.
HR Generalist and a Learning and Development Executive in firms like Deloitte, Dell, Hewlett Packard and Satyam
MBA from XLRI in 1999. Manages a HR community of 1400 professionals at www.humanresourcespeople.com Given talks on Social Media at Conferences and Organizations. One of the top 25 HR Digital Influencers of 2010, No. 2 in the list of top 25 Influencers in Talent
Management by HRExaminer.com, Top 25 influencers in Enterprise Social Media and has been featured as one of the 100 Influencers in HR.
Published an article on “Talent Acquisition using the internet” in the February 2006 issue of “Consultants News”.
His blog http://www.gautamblogs.com has won the following recognitions:◦ Ranked amongst the top 75 Business Blogs of 2009 by Businesspundit.com ◦ In the top 50 HR Blogs to watch in 2009 by EvanCarmichael.com◦ Top 100 most useful blogs for Women Business People ◦ In the top 25 in the list of Career 100 blogs compiled by RiseSmart,◦ One the top 25 HR Blogs compiled by HRWorld in 2007◦ Listed on the top HR, Career as well as Indian sites on Alltop.com◦ Ranked amongst the top 3 Indian Blogs in the publicly voted Indiblogges contest in 2004
Article in the HRD Newsletter on Virtual Communities, 2000. The blog has also been featured in the book Business Blogs: A Practical Guide Won the 3rd prize in the Young HR Managers Conference for a paper written on 'The HR and IT
partnership at Satyam‘ at NHRD 1999.
About Gautam
What is social media?
Understanding Social
Social
By Tool
By Function
By Type of Organization
By Core Dynamic
Social networking
Blogging Microblogging Photo-sharing Video-sharing
Business-to-business
Business-to-consumer
Government Non-profit
Content Conversations Collaboration Community Collective
intelligence
Product design
Sales and marketing
Customer support
Public relations
Partner relations
Employee relations
We can look at social technologies through many lenses.
Focus on People vs. Content
Focus on People
Focus on Content
Instead, content-centric platforms should build deep integration with people-centric platforms.
Most social platforms are including rich user profiles, to shift the focus towards people.
Forrester Social Technographics
Forrester Social Technographics report categorizes social media behavior into seven groups.
In the US, joiners are the biggest group after spectators.
Source: Forrester Social Technographics Report, 2009
Social Media in IndiaSource: Monthly unique users in millions from http://vizisense.com ; Forrester Social Technographics Report
Joiners + Creators + Critics +
Collectors +
Conversationalists
Conversationalists + Spectators
Critics + Spectators
Creators + Spectators
Collectors +
Spectators
-
5.0
10.0
15.0
20.0
25.0
30.0 26.0
3.2 2.0 2.8 1.0
16.0
4.2 2.0
13.2
9.5
In India, joiners are the biggest group after spectators, but the other groups are small.
How are social technologies changing
people?
2
Cognitive Surplus Author Clay
Shirky in his book “Here Comes everybody” talks about Cognitive Surplus
Making consumers move to Creator/Critics
Real and Persistent Identities
As more websites support log-ins using Facebook, Twitter or Google IDs, our online identities are becoming more real and persistent.
More than 60 million Facebook users engage with Facebook Connect on 80,000 external websites every month.
Source: http://developers.facebook.com/connect.php
The Online-Offline Continuum
As we stay with offline contacts on online social networks and meet our online ‘friends’ at offline meetups, our online and offline relationships are merging.
Source: http://twitvite.com
Social Proof: Friends of Friends
As more of our lives move online, we are searching for social proof before making new friends, and seeking out friends of friends.
Source: http://thread.com
From Consumers to Creators As we create and
share more photos, videos and blog posts on social platforms, we are beginning to think of ourselves as authors, photographers and filmmakers, all rolled into one.
Source: http://therengen.com
The Business CaseOr how you can use social
How companies are benefiting from Web 2.0: McKinsey Global Survey Results
Internal Uses% of respondents
Median improvement
Access to Knowledge 68% 30%
Access to Internal Experts 43% 35%
Employee Satisfaction 35% 20%
Increasing Innovation 25% 20%
External Uses
Increasing Customer Satisfaction 43% 20%
Increasing Innovation 22% 20%
Internal Collaboration& Learning
August 2008, “Workforce Collaboration and Web 2.0
Workforceproductivity Transfer
knowledge between and
among workers
Capture knowledge of existing
workers
Employee engagement
59%56%
32%30%
The Bottom-Line Impact of Social Software
How can HR use Social Media?
Some thoughts and example
Use Cases
Employee Communities
Employee Ideation
Leadership blogs for employee
communication
Collaborative wikis amongst
teams
Use Cases for Talent Communities
External Internal
Many to Many
Many to Few
Few to Many
Few to Few
• Discussion Forum• Networking Forum
• Ideation Forum
• Recruiters’ Blogs• Leadership Blogs
• Mentoring of people given offers to join
• Induction
• Social Networks• Activity Streams
• Ideation Forum
• Leadership Blogs• Employee
Communication• Team wikis• Collaborative
communication platforms
The Social Employee Cycle
Interested
Job Seeker
Employee
Alumni
• Accessing employer branding on social platforms
• Consuming content
• Contributing ideas to organization
• Interacting with recruiters over blogs
• Leaving comments
• Reading job postings on site, social outposts
• Applying via job postings
• Following activity streams of team members
• Consuming content
• Collaborating using wikis, shared workspaces
• Microblogging
• Private social networks
• Discussion Forum
?
PROBLEM
SOLUTION
The Big QuestionHow do we engage the different talent pools with the organization?
Different people have different needs – incentivise them to engage with you and each other – and start a conversation
!
INSIGHT
ACTION
Talent Communities Are Social
It needs time and social engagement from the organization to build
Find your most passionate and communicative employees and mentor them to become Talent Community Managers.
Engaging External Talent community
1.Expert blogs
2. News Aggregation platform
3. Advocacy Program
4. UGC campaign module
5. Integration with social platforms
6. Discussion forums and groups
Your Organization
Employment Branding: EMC External employment
branding- encourages bloggers to act as organic brand ambassadors
EMC Careers - YouTube - Twitter- Facebook- Wordpress- LinkedIn
Help Save Nick Glasgow – a social media campaign to save an employee suffering from cancer
http://www.slideshare.net/pollypearson/social-media-strategy-and-execution-for-branding-engagement-and-recruiting
Showcase work culture- Employee blogs
Source: http://www.microspotting.com/
HR and recruitment focused community platform
Connect recruiters with potential employees
Source: http://microsoftjobsblog.com/
Social recruitment platform for potential employees.
Recruiters help with job-hunting, resume writing, interview preparation, etc
Share upcoming job fairs, events, vacancies
Onboarding Candidates
Source: http://campusconnect.infosys.com/forum/
Idea: Discussion forum on relevant topics
Reference: Infosys campus connect forum
?
PROBLEM
SOLUTION
Listen and Respond to Conversations
Across different forums, social networks, platforms on the social web
Use listening tools to figure out what current and prospective employees are saying about your culture, nature and type of work, and other competitors for your talent.
Social CRM Results
Use tools like Buzzstream, Techrigy or Radian6 to conduct these searches.
Build a process that would empower users to respond and participate in the conversation
Engaging Internal Talent Networks
Some Examples
The components of Engagement
People I work with
Rewards and
Recognition
My Work
Areas where Organizations usually focus employee engagement initiatives
Enterprise Collaboration - Benefits
Improve visibility on projects and initiatives Improve employee productivity Improve internal communication effectiveness Promote corporate culture and community building Ensure compliance to internal processes Effectively leverage corporate knowledge &
expertise Eliminate inefficient communication tools and habits
Employee Networking Status updates to
keep people informed, and other’s status to be informed
Widgets to follow information useful to user
Productivity tools like to do lists, calender can be included
Example: EMC Internal social network
- Innovation showcase – Teams develop creative posters and showcase their work-Radio show where employees participate in free wheeling discussions-Photo contest on ‘A day in your life at EMC’- New recruits – volunteer mentorship program-Empowering employees – submit an Idea section
http://www.slideshare.net/directi/directi-campus-recruitment-bizdev-presentation
Connecting the workforce – breaking silos: Davies
REQUIREMENT- collecting, refining and
sharing company-wide best practices and subject matter expertise
- Speeding up training and knowledge transfer
- Creating a connected and collaborative workforce
SOLUTION-Internal messaging system-Wikis + Blogs- Customizable dashboards
Breaking information silos at Angel.com
-Efficient way to collect valuable insights from multiple contributors-Create a corporate memory of information/ insights, to surround deliverables with context-Allow team members in all departments to engage in a collaborative way. -Discover valuable work of others via notifications, update feeds, tagging and search, and then re-use that work
SOLUTION-Wikis + Weblogs +Internal messaging tool + RSS feeds, tagging features
Internal Jobs @ StarBucks Tool for employees that
allows them the option of charting their own career graph
Interactive internal recruitment tool
Career assistance through polls, blogs, forums and wikis
Career development resources
http://www.cfactorworks.com/portal.jsp?y3uQUnbK9L2RmSZs02CjV2k5C44jXZvaAVry6ADWtAE=
Employee Ideas @ Dell
Dell’s Employee Storm
Use new listening platforms, identify in-house and external experts, and know and influence key people
Employee Collaboration Tools
Examples
Socialtext @ FONA
http://www.socialtext.com/customers/casestudy_fona.php
Reducing emails by 50,000
Collaboration Knowledge
Sharing Tracking
certification and training needs of employees
Customer Service with Self-Serve Extranet
Confluence @ Thoughtworks
http://confluence.public.thoughtworks.org/dashboard.action
Wiki and People Directory for teams to collaborate and communicate
Yammer @ Qualcomm Employees learn
with each other using microblogging tool Yammer
Ease of accessing Yammer through various interfaces
Jive @ NetApp
http://communities.netapp.com/index.jspa
connect employees, customers and partners in order to enable technical conversations
connect global user groups.
exceeded NetApp's registration expectations by 300%.
Central Desktop @ Equipois enabling
extensive, daily team collaboration
Collaboration time cut in half
25% faster finding documents
Projects completed on-time - 25% more accurately
Your Employment Brand is not shaped by you
But how people say who you are
Your employees and Alumni are rating you
http://www.criticat.com
People sharing information about your organization’s practices, culture, and it can be represented online.
Websites like criticat.com and talentequity.com make it easy to people to analyse such feedback
Finding & Attracting good talent – How?
“Great Talent Knows Other Great Talent” •Identify, create and participate in conversations in relevant online communities•Showcase organizational culture on own community and on social outposts•Advocacy program to build pipeline•Talent identification campaigns
Be present where talent can find you
http://drupalmodules.com/
http://knowledgemanagement.ittoolbox.com/
Listen in on communities relevant to your business
Identify active contributors to the community
Encourage your employees to participate in such forums
Project your company as a thought leader
Idea: Social aggregation on Corporate site
http://beta.cpbgroup.com/#cpb
Online platform that aggregates conversations mentioning :◦ Company◦ brand/product ◦ Clients/
customers
Social aggregation on Corporate site
http://www.kinaxis.com/manufacturing-central/
Aggregated industry news on Supply Chain management powered by Kinaxis
Social aggregation on Corporate site
Twitter on Zappos: Online platform that aggregates all twitter mentions of :◦ Zappos◦ Related
brands/products
◦ Clients/customers
http://twitter.zappos.com/
Showcase work culture- Employee blogs
http://www.microspotting.com/
HR and recruitment focused community platform
Empower employees to share their work to showcase how exciting it is to work
Employment Branding: EMC External employment
branding- encourages bloggers to act as organic brand ambassadors
EMC Careers - YouTube - Twitter- Facebook- Wordpress- LinkedIn
Help Save Nick Glasgow – a social media campaign to save an employee suffering from cancer
Talent Identification Contest
http://www.youngfreealberta.com/
Idea: Launch a series of user generated contest resulting in exciting jobs
Reference: Severus Credit Union launched the contest and made the winners their spokesperson
Engaging with active prospects
•Connect active prospects with recruiters•Connect active prospects with current employees•Social background check and evaluation
Using a Facebook Page Targets fresh
graduates Needs effort for
engagement
Connecting with current employees
Put up the Linkedin API on your website
An active prospect can now see if he/she is directly or indirectly connected with any of your current employees and initiate an engagement
Social background check & evaluation
Use social tools for a thorough background check on potential recruits- Personal blogs-LinkedIn recommendations-Group memberships on LinkedIn-Tweeting pattern
Alumni engagementSome Examples
Alumni networks Sustain formal
relationships with alumni
Help alumni stay connected with each other and your company
Boast about your alumni network
Alumni networks
http://www.southwesterncompanyalumni.com/southwestern-company-alumni-home.aspx
Provide easy communication channels for your alumni to refer potential recruits to your company