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Employer Brand and Social Media
November 2010
Employer Brand and Social Media
1
Population distribution 1986
November 2010
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Population distribution 2000
November 2010
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Population distribution 2025
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Population distribution 2050
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Generation Y’s view
Baby BoomersBorn 1946-‘65
Generation XBorn 1966-’77
Generation YBorn 1978-‘98
Confident ∗ ∗ ∗
Techno-savvy ∗ ∗∗
Team-oriented ∗ ∗
Personal growth ∗
Pragmatic ∗
Globally conscious ∗
Diverse ∗ ∗
Optimistic ∗ ∗
Entrepreneurial ∗ ∗ ∗
65 - 4565 - 45 44 - 3344 - 33 32 - 1232 - 12
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Social Media demographics
Baby BoomersBorn 1946-‘65
Generation XBorn 1966-’77
Generation YBorn 1978-‘98
34%183,600,000
20%243,000,000
45%243,000,000
26%25,480,000
27%26,460,000
47%46,060,000
28%18,760,000
19%12,730,000
54%36,180,000
41%32,800,000
35%28,000,000
24%19,200,000
65 - 4565 - 45 44 - 3344 - 33 32 - 1232 - 12
*Google Adplanner through The Bowditch Group
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One brand voice
Reward &recognitionReward &
recognition ReputationReputation
CultureCultureLeadershipLeadership
Productoffering
Productoffering ReputationReputation
Serviceoffering
Serviceoffering
Serviceperformance
Serviceperformance
Committed employees Products and services
EMPLOYER BRAND(EVP)
CONSUMER BRAND(CVP)
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Two sides of the same coin
Corporate brand
Employment brand
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Southwest Airlines EVP
‘The freedom to fly’‘The freedom to fly’
Customer Value Proposition
Freedom for allFreedom for all
How They Connect
‘Freedom begins with me’‘Freedom begins with me’
Employee Value Proposition
Source: Mitchell, Colin, “Selling The Brand Inside,” Harvard Business Review, January 2002
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What is the value of a brand
• Number and quality of applications• Size and quality of talent pool• Did people want to work for your organisation?• Would your current staff count you as an ‘employer of choice’?
$1.75
Generic price
$1.00
Brand premium$2.75
Branded price
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72.9%5.1m
29.8m
5.4m
3.7m
17.8m
61.0m
The
oppo
rtuni
ty in
con
text
0.26m
Source: UM Wave 3
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Social Media revolution
24 hours of video uploaded every minute
200 million blogs and growing
50 million tweets a day
1 billion content shares every day
1 new member every second
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45% of employers screenSocial Media sites
source: careerbuilder.com 2009
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reported they found content on social media that caused them not to hire the candidate
source: careerbuilder.com 2009
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The sum of all the jobs on Twitter makes it the largestjob board in the world.
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Source: UM Wave 3 *Twitter Grader
Social Media
Blogging
Microblogging
RSS
Widgets
Networks
Imagery
Video
Podcasting
Forums
Chat
62%read 29.0%
write
21.1%belong
77.0%watch
40.2%listen
No10Sydney*
47.4%post
28.2%upload
74%message
24.6%feed
No6Aus*
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Which social media sites does your organisation use?
2008 % 2009 %
1 Linkedin 80% Linkedin 95%
2 Facebook 36% Facebook 58%
3 Jobster 17% Twitter 42%
4 MySpace 13% MySpace 11%
5 Ning 6% Ning 10%
6 Second Life 1%
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What does your organisation use social media for?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
To make new contacts
To promote open jobs
To headhunt
To look for passive candidates
Other
Source hard to find skills
2008 2009
Source, Jobvites Inc, 2008 and 2009
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Where’s the money being spent on candidate attraction
0
10
20
30
40
50
60
70
80
Social
Med
ia
Careers
site
Job b
oards
Likely to spend more in FY10
0
10
20
30
40
50
60
Social
Med
ia
Careers
site
Job b
oards
Likely to spend less in FY10
Source, Jobvites Inc, 2009
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Early adoption
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Standard extended lifecycle
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Conversation in context
Friends Family
Professional
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72.8% of internet users read blogs and globally one new blog is created
every second of every day
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Social Media Engagement strategy
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Social Media engagement model
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Social Media engagement model
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Controlled
Uncontrolled
Monologue Dialogue
SOCIAL MEDIA
RECRUITMENTADVERT
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• Linkedin has 80 million members globally
– A database of 80 million professional/semi professional people
• 1.5 million members in Australia alone
– Australia’s working population is around 9.5 million people
– Linkedin has access to 16% of them
• It is a professional network
– Networking
– Job seeking
• New Company Pages update in beta testing
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A practical to do list
• Every organisation has an employment brand– Are you actively managing yours– Find out what it means and what it stands for
– Speak to your recruiter - does your brand help them recruit for you?
• Listening to Social Media chatter is risk free– It is a strategic move– It is also ‘look before you leap’
• Define your organisation’s attitude to Social Media risk– Determine a strategic approach based on your listening results
• Think about alumni as an entry point
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