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How to use Social Media to Build Your Employer Brand
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Copyright Universum 2009
TURN NOISE INTO MUSIC
How social media can grow your employer brand online
by Per J. Håkansson
Copyright Universum 2009
About Author
• 15-years consumer Internet industry experience, innovating for Icon Medialab, Yahoo!, Blurb & CareerTV
• Active blogger since 2003 via www.perhakansson.com
• Available via LinkedIn, Facebook, Twitter, Slideshare & Skype
• Email: [email protected]
Copyright Universum 2009
Agenda
1. A really short history of the web
2. What is social media?
3. Examples of social media platforms
4. How employers are using social media today
5. The ROI on social media
6. Recommendations
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a really short history of the web
1
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15-years of Evolution
AUDIENCE
YEAR
1995 20052000 2010
16MM
361MM
1,018MM
1,734MM
Instant Messaging
RSS
Weblogs
Photo Sharing
Social Networks
Video Sharing
Open Mobile Platforms
Micro Blogging
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what is social media?
2
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What is social media?“Social media is content created by people for
peer-to-peer social interaction using highly accessible and scalable Internet and mobile
publishing technologies.”
[Source: Wikipedia]
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mass Media / social Media
Mass Media Social Media
Reach Infinite (in theory) Infinite
Accessibility Publishers People
Usability Professionals Amateurs
Recency Regular release Real-time
Permanence Static Ever-changing
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How big is social media?
• 300MM Facebook users
• 52MM LinkedIn users
• 5-10MM Twitter users
• YouTube 1BN views / day
• 100+ MM blogs
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Mobile drives social, social drives mobile
• Mobile phones have become the perfect social platform
– iPhone and Android represents 75% of
requests from smart phones
• 80% of all tweets are from mobile phones
• Connect online to meet offline via location services
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Why so popular?
• Self-expression
• Building reputation and getting attention
• Participatory
• Meritocratic
• Real-time
• Free (gratis)
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examples of social media platforms
3
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A few examples and their killer social features[ And it’s not content ]
Examples Killer Feature
Blogging Platforms Wordpress, TypePadComments, trackbacks,
easy sharing
Micro-blogging Twitter, TumblrMobile crossover, 140
characters, followers
Social Networks Facebook, LinkedInFriending, status update,
sharing content
Video sharing YouTubePersonal video clips,
embed, ratings, favorites
Mobile applications FoursquareGeo-location, friending,
games
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“No company has the resources today to communicate with 3 billion or more people without the support of the network. People must be willing
and active participants in the transmission of the message, or the communication must be socialized
within a community of interest.
[Tom Hayes, Jump Point - How Network Culture is Revolutionizing Business]
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it’s all interconnected[ Think Ecosystem ]
My Blog
FacebookTwitter
SlideShare
Foursquare
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The economic model:
Reputation (links) + attention (traffic) = monetization (value)
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how employers are using social media today
4
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“You can’t buy attention anymore. Having a huge budget doesn’t mean anything in social media…The old media paradigm was PAY to play. Now you get
back what you authentically put in. You’ve got to be willing to PLAY to play.”
[Co-Chairman Alex Bogusky of Crispin Porter & Bogusky]
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The basics
• Share videos via Youtube
• Tweeting on Twitter
• Share photos via Flickr
• Recruit talent via LinkedIn
• Hosting a fanpage on Facebook
• All accessible via corporate career center
One of the first Employer Branding campaigns running on broadcast TV
and YouTube.
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early adopter: Ernst & young
• Facebook fanpage
• 34,400 fans
• 10 videos / 12 photo albums / 468
fan photos
• Polls
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telling the story: Microspotting
• A blog telling the story about working at Microsoft
• Not afraid of using tags, comments or sharing
• Microsoft employees get a t-shirt if they blog about Microspotting
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sharing culture: Netflix
• Making their 128-pages “Culture of Success” manifesto available
• Creates authenticity and complete transparency
• Becomes viral and builds their employer brand
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letting the employees speak: zappos.com
• “What are Zappos employees doing right now?”
• Leveraging the voice of all employees
• Full transparency = cool place to work / individual freedom with responsibility
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the return on investment on social media
5
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“I frankly don’t care that we’ve done $3 million in revenue through Twitter – but I do care that
Stephanie Nelson is out there answering questions and engaging with customers.”
[Lionel Menchaca, Digital Media Manager for Dell]
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what does success look like?
• Experimental to learn about a new revolutionizing media
– Being first matters: time to fail / succeed and easy to connect with early adopters and social
influencers
• Soft metrics via engagement, awareness and brand building
– “Perception is everything, maybe the only thing.”
• Harder financial metrics as unique visitors and video views
– $10,000 / $200 CPM = 100,000 video views
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recommendations
6
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where to start
• Listen in and learn
– What do your talent markets say about your
company on blogs, social networks and Twitter?
Collect feedback and share internally.
• Join the conversation
– Understand and learn from your audience, discuss
important issues and be authentic, open and stay
true
– Socialize your content by sharing videos, add
comments, be present, start a dialog / conversation
• Act on the learnings
– Evolve your employer brand; become more attractive
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how to get started
• Start with smaller projects
• Leverage what you have
• Succeed fast by using prototypes
• Dedicated social media / web professionals / advisor
• It’s a marathon, not a sprint
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what not to do
• Prevent employees to access social networks during work hours
• Ignore criticism, deny the obvious or censor content
• Slow responses and updates
The Streisand effect is an Internet phenomenon where an
attempt to censor or remove a piece of information backfires,
causing the information to be publicized widely and to a greater
extent than would have occurred if no censorship had been
attempted.
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questions?
The End
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This is the perfect time to start thinking about creating a video that contains YOUR message to the STUDENTS!
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Special Offer for Webinar Attendees
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Upcoming Events
EMPLOYER BRANDING FORUM – HOUSTONThe Employer Branding Forums will bring together thought leaders from many different industries and universities who will share their knowledge within employer branding, recruiting and human resources. You will also be able to post questions directly to a panel of top students.
Where: University of Houston
When: January 28, 2010
Time: 9am – 3:30pm
Ticket Price: $149 for 1 Ticket / $200 for 2 Tickets
Click here for more details:
http://www.employerbrandingstore.com/Browse/Tickets.aspx
*Check back for details for the Employer Branding Forum – Boston / January 21st