SOCIAL NETWORKS TO IMPROVEEMPLOYER BRAND AND SOURCING

SOCIAL RECRUITING CONFERENCE OF LONDON

FRANCK LA PINTA

30TH JUNE 2011

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1_a new paradigm

A NEW CONTEXT

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IMAGE OFBANKINGSECTOR

USES OFTHE WEB

RELATIONSHIPWITH

COMPANIES

EXTERNALENVIRONMENT

CANDIDATE NEW EXPECTATIONS

Remuneration and career

Opportunities for rapid promotion

Opportunities for high future earnings

Good reference for future career

Job characteristics

Variety of tasks

Challenging work

Opportunities for relocation abroad

People and culture

Comfortable physical work environment

Creative and dynamic environment

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12 1115 15 17

24 21

2004 2005 2006 2007 2008 2009 2010

A NEW CHALLENGE

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Be transparent

Accept a relationship of equals

Listen to them

Participate in their eco system

Explain rather than seduce

Proximity and modesty

Postures

Let go the information

Initiate the dialog

Adapt the speech to the target

Go and meet the candidates

Evidence instead of promise

Use the same tools

Means

A NEW MODEL

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THE CANDIDATE EXPERIENCE

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Société Générale websites

Other web sites

THE BRAND

THE REPUTATION

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2_our approach

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Annual qualitative reviews

Ideal Employer Universum Survey

Daily watch

• Twitter, Google Alerts• Watch dashboard, Netvibes portal• Focus Groups, panels• On line pools

PERMANENT MEASUREMENT

CAPITALIZE ON 2 RULES

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Rule #1Online presence

is an part of our offerand therefore

a criteria of choice

Build our own platforms todrive our presence

We don’t decide the topic,the time

and the placeof the discussions

Rule #2

Invest in existing platformsto improve visibility

4 THINGS TO THINK ABOUT

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1_Choose a topic and a target

2_Define a content positioning

3_Build an ecosystem around the topic

4_Aggregate a community

3 LEVELS OF INVOLVEMENT

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collaboration

attachment

truth1

2

3

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3_few examples

HR 2.0 GLOBAL ECO SYSTEM

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Careers Website

9 channels Web TV

Professional social networks

Twitter

Facebook

Disability BlogMobile web site

YouTube Flickr

OUR HR PORTFOLIO

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VOLUME OFCONTACTS

« HOT » INFORMATIONAND EXCHANGE

ONE WAY AND « COLD »INFORMATION

INTENSITY

IMAGEOBJECTIVES

RECRUITMENT OBJECTIVES

VOLUME

CANDIDATES ADVICES ECO SYSTEM

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Objectives :To help job seekers to become more efficientProvide an added value

Targets :Students and recent graduates

Devices:Coaching room in Careers web siteWeb TV : expert advice videoTwitter : HR and financial information, advice,job positionsFacebook : advice, answer to candidatesquestionsPartnership with a supplier to producepedagogical programs about financial concepts

PART TIME TRAINING ECO SYSTEM

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Objectives :Be seen as an attractive employerBe identified as an added value actorReach our objectives of recruitment

Targets :18-24 years part time training students

Devices:•Careers web site contents•Facebook for Q&A on the wall•Job positions inside Facebook•Pro social networks with messages in theHUB

CITIZEN ACT ECO SYSTEM

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Objectives :Give students an opportunity to work on aproject with SG to improve their skillsAssociate SG and the CSR topic infinancial sector

Targets :Business and engineering school studentsin 30 countries + CSR Experts

Devices:Platform Wikiblog to provide projectsFacebook to reach participants friendsand gamersLinkedIn to reach CSR expertsTwitter to provide trafficYoutube for main events

DISABILITY ECO SYSTEM

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Objectives :Be identified as a legitimate actorPresent SG actionsAggregate a community for collective exchange

Targets :Disabled job seekersDisability experts and bloggersSG employees

Devices:Blog to encourage commentsTwitter to provide traffic to blog and to reach expertsFacebook for advice to young candidatesFlickR to share pictures

CONCLUSION

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We have the choice…

The main risk is…

We can not have success…

Social networks change too many things…

Q&A

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Thank you

delicious.com/francklapinta

twitter.com/flapinta

linkedin.com/in/francklapinta/fr

www.francklapinta.com

www.careers.socgen.com

www.careers.socgen.tv

www.twitter.com/careerssocgen

www.tousuniques.fr