HR Professionals: Social Insights Report

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HR PROFESSIONALS Social Insights Report March 2016

Transcript of HR Professionals: Social Insights Report

HR PROFESSIONALS Social Insights Report

March 2016

WHY HR PROFESSIONALS? The worlds of HR, technology and social

media don’t simply overlap, they interact with

more frequency and meaning than ever. Social

media con?nues to grow as a tool to build

employer brands and engage HR leaders and

prac??oners to discuss relevant and ?mely

topics.

From TwiBer Chats and brand-related real

estate on Facebook, LinkedIn and Instagram to

live video interviewing, social media has

become an integral part of daily HR ac?vi?es.

So let’s look at a “month in the life” of HR

leaders.

HR teams wear many hats (always have,

always will!), and today that includes leading

the roll out of important and impacLul

employee-facing ini?a?ves. From health and

wellness to diversity to employee advocacy,

really cool things are happening!

Perhaps the most interes?ng finding overall is

that social media insights can be so accurate in

ascertaining what maBers most to your

audience. What we consume, share, and talk

about is a direct reflec?on of the work being

done behind closed doors across the country.

It’s an exci?ng ?me in the world of HR! So

whether you’re neck deep in social strategy or

interested in learning more about how these

industries intersect, enjoy the read. It could

change how you look at your organiza?on,

employees, customers and branding efforts

tomorrow.

Meghan M. Biro Founder +CEO, TalentCulture

@MeghanMBiro

HR Professionals Social Insights Report

WHY SOCIAL INSIGHTS?

Carter Hostelley CEO, Leadtail

@CarterHostelley

HR professionals come in many flavors, each

wrestling with challenges unique to their own

organiza?ons, the needs of their own

employees, and the impera?ves of their

par?cular industry. What’s the one thing they

have in common?

It’s embracing social media to ask ques?ons,

engage in conversa?ons, and share what

interests them - so they can do their jobs

beBer. That means if you want to get inside

the head of HR professionals, then turning to

social media for insights is a great place to

start.

That’s why we are excited to collaborate with

TalentCulture on this social insights report-

they are experts at understanding how

modern HR professionals are driving their

organiza?ons and defining the future of work.

So whether you’re already in HR and looking

to build your personal brand, or a vendor

hoping to capture your share of HR’s aBen?on

(and budget!), these social insights will help

you take the right ac?ons to reach, engage,

and influence these organiza?onal leaders.

What did we discover from our research?

That’s what this report is all about… enjoy!

HR Professionals Social Insights Report

METHODOLOGY

The methodology the Leadtail team used to create this report:

1.  Iden?fy human resources professionals ac?ve on social media based on criteria such as job

?tle, type of company, and geographic loca?on to create the target audience data set.

2.  Use the Leadtail Social Insights Technology to extract insights around key social media

ac?vi?es, such as what links are shared, who is men?oned and retweeted, popular

hashtags, popular plaLorms used to share content, etc.

3.  Review, analyze, and package these insights into this report.

The specific data set analyzed for this report is comprised of:

–  429 HR professionals in North America, ac?ve on TwiBer during the report period

–  Includes corporate, agency, and consul?ng HR professionals

–  Titles and responsibili?es including: VP of HR, Head of Human Resources, Talent

Acquisi?on, Workforce Diversity, and Employee Benefits

–  Total poten?al follower reach: 1,037,794; median # of followers per HR professional: 297

–  Tweets published between January 1, 2016 – January 31, 2016

HR Professionals Social Insights Report

10,345 retweets

9,117

and

men?ons/replies

ABOUT THE DATA

23,692 We then analyzed

tweets published by these HR pros between

January 1 – January 31, 2016

Including

links shared

19,998

Leadtail iden?fied

HR professionals working

in corporate, agency, and

consul?ng roles

in North America

429

5,385 unique hashtags

HR Professionals Social Insights Report

WHO ARE OUR HR PANELISTS? Top Keywords that Occur in the TwiBer Bios of Human Resources Professionals

HR Professionals Social Insights Report

WHERE ARE OUR HR PROS LOCATED?

20% West

30% Northeast

10% Southwest

22% Midwest

17% Southeast

Regional Distribu?on of Human Resources Professionals for January 2016

HR Professionals Social Insights Report

WHAT ARE HR PROS TALKING ABOUT? Top Hashtags Used by Human Resources Professionals in January 2016

HR Professionals Social Insights Report

11.  Mashable

12.  Employee Benefit News

13.  The Washington Post

14.  Benefitspro

15.  Fortune

16.  The Business Journals

17.  The Wall Street Journal

18.  USA Today

19.  SHRM Blog

20.  Bloomberg

21.  TalentCulture

22.  HR Bartender

23.  CNBC

24.  Time

25.  Employee Benefit Advisor

1.  Forbes

2.  Inc.

3.  The Huffington Post

4.  ERE Media

5.  SHRM.org

6.  Business Insider

7.  Harvard Business Review

8.  The New York Times

9.  Fast Company

10.  Entrepreneur

WHAT ARE HR PROFESSIONALS SHARING? Digital Publica?ons Shared Most by Human Resources Professionals in January 2016

HR Professionals Social Insights Report

#1: @sbrownehr

#6: @CzarinaofHR

#11: @mfaulkner43

#16: @HRCurator

#8: @lrueumann

#3: @SteveBoese

#13: @DaveTheHRCzar

#18: @kristenharcourt

#4: @TimSackeB

#9: @Josh_Bersin

#14: @Fishdogs

#19: @akaBruno

#2: @MeghanMBiro

#7: @LollyDaskal

#12: @kris_dunn

#17: @MikeVanDervort

#5: @MikeHaberman

#10: @TrishMcFarlane

#15: @KevinWGrossman

#20: @sharlyn_lauby

WHO INFLUENCES HR PROFESSIONALS? TwiBer Handles of the People Most Men?oned and Retweeted by HR Professionals in January 2016

HR Professionals Social Insights Report

11.  @ongig

12.  @USDOL

13.  @hrdotcom

14.  @nfl

15.  @VisierAnaly?cs

16.  @Workable

17.  @CareerBuilder

18.  @CBforEmployers

19.  @IBMSmtWorkforce

20.  @goodhiretweets

21.  @HRHappyHour

22.  @IFEBP

23.  @JacksonLewisPC

24.  @Seahawks

25.  @Glassdoor

1.  @SHRM

2.  @iCIMS

3.  @ADP

4.  @smashfly

5.  @Ul?mateHCM

6.  @Ceridian

7.  @espn

8.  @new_resource

9.  @SHRMATeam

10.  @DeloiBe

WHICH BRANDS ARE HR PROS TALKING ABOUT? TwiBer Handles of the Brands Most Men?oned and Retweeted by HR Professionals in January 2016

HR Professionals Social Insights Report

CONCLUSIONS

1.  Human Resources professionals describe and iden?fy themselves with a wide range of

cri?cal business func?ons, including recrui?ng, benefits, compliance and technology.

2.  HR professionals are also leading the organiza?onal charge on important employee-facing

ini?a?ves like wellness, diversity, and employee engagement programs.

3.  Human Resources pros demonstrate a commitment to eleva?ng HR’s strategic role by

frequently crea?ng and sharing content related to leadership, management, and innova?on.

4.  While HR’s “reading list” of most shared publica?ons overlaps quite a bit with the C-Suite’s

go-to publica?ons, HR pros also turn to dedicated industry publica?ons for insights and

perspec?ves from thought leaders and prac??oners.

5.  Our HR panel is distributed across the United States, with concentra?ons in the Chicago,

New York, Atlanta, Tampa, Dallas, and San Francisco Bay Area metros.

HR Professionals Social Insights Report

Welcome to the crossroads of Talent + Culture – where workforce strategies, concepts related to HR, technology and innova?on, ideas, and energy flourish! Launched in 2010, TalentCulture blends thought leadership and exper?se with online publishing, brand strategy and digital media. Thousands of professionals around the globe drive our vibrant, open, online community. They share three core characteris?cs:

•  A passion for innova?on

•  A commitment to collabora?on and learning about the future of work

•  A desire to advance the “world of work”

Join us for the #WorkTrends Live Podcast & TwiBer Chat – every Wednesday @ 1pm ET

@talentculture

www.talentculture.com

[email protected]

(617) 921-2071

HR Professionals Social Insights Report

Leadtail came about from our desire to help marke?ng execu?ves tap into the power of social media to get closer to target buyers and radically improve their marke?ng strategies.

We work with innova?ve companies to develop social media strategies that leverage social insights research. Our team has developed and implemented content and programs for leading business brands and venture backed startups including: WageWorks, Robert Half, Zuora, Adap?ve Insights, Hoover’s, and NetBase.

We also publish social insights reports about different decision maker groups such as digital marketers, IT execu?ves, sales leaders and CFOs. These reports have been referenced in leading business publica?ons including: The Wall Street Journal, Forbes, ERE, CFO.com, Entrepreneur.com, and CMSWire.

Interested in collabora?ng on a future social insights report? Email us: [email protected]

@Leadtail

Leadtail.com/blog

[email protected]

(888) 705-4777

HR Professionals Social Insights Brief