Everybody Talks

…and we don’t like what they’re saying.Overcoming negative press in today’s social

environment.

Presented by Andrea Hough

“ Social Media is changing everything.

~Everyone, everywhere

“Social Media Changes Everything

The Rapid Evolution of Social Media

Social Media

• Allows information to travel at the speed of light

• What used to be a conversation between two people will be viral in minutes

• People are very BOLD in the social media space

How Fast Does It Spread?

100,000 Likeson the first day posted!

How Fast Does It Spread?

8.9MHits

Our Challenge

• Lots of negative buzz in the social sphere about working at ServiceMaster companies.

• Difference between image projected and reality of the job(s).

• Impacting the ability to drive candidate flow and hire.

So What?

Expend extraordinary effort and resources to overcome these conversations:

400,000 candidates sourced in 2012 to fill

10,000 jobs

$1,500,000 spent with big boards

MILLIONS spent on additional local advertising.

• Get IN the Conversation• EDUCATE Everyone• Be CLEAR• SOLICIT Feedback• EXECUTE across platforms

Our Solution

As HR professionals, we must PARTICIPATE in AND INFLUENCE the candidate’s experience to transform the social media conversation.

Get IN the CONVERSATION

• If you’re not part of the conversation, you can’t influence it!

• Participate in social media to not only promote conversation, but to answer questions, clear up misconceptions and address unhappy candidates.

• Some feedback that you may originally view as bad may end up being one of the greatest positive influences to a candidate depending on how you solve/answer/describe the situation.

“In all honesty, a very poor place to work”

“In all honesty, a very poor place to work”

“Ashamed of the difference between the company’s desired image and reality”

“Ashamed of the difference between the company’s desired image and reality”

“Lots of false promises and quick to judge management”

“Lots of false promises and quick to judge management”

“Not a great place to work”

“Not a great place to work”

“Good pay, bad environment”

“Good pay, bad environment”

“Difficult place for women and minorities”

“Difficult place for women and minorities”

“This company sucks BIG TIME”

“This company sucks BIG TIME”

“Going downhill”“Going downhill”

Glassdoor Feedback

“In all honesty, a very poor place to work”

“Been here 8 years. Stressful job, but management does everything they can to assist you with any issues you are having”

“Whether or not you like it will depend upon your personality”

“Assurance” “My thoughts on AHS”

“Difficult place for women and minorities”

“Great benefits but stressful job…good starting pay”

“Decent”

Glassdoor Feedback

“Leadership has gone down hill and company doesn’t know where it is going at this point, a lot of people are losing faith”

“If you want to work long hours and 6 days a week for minimal pay, this is the job for you”

“Management lost vision on this business”

“Corrupt, Unfair, Abusive, and Untruthful”

“A Disappointing and Corrupt company”

“If you want to work for an old boys club, this place is for you”

“Terrible, horrific, hideous…”

“Decent pay but very seasonal and no room for career advancement”

“Worst company out there by far”

“Unethical”

Glassdoor Feedback

“Overworked, underpaid, never recognized for your hard work, dead end, favoritism”

“Great job if you like the winning combination of incompetent leadership and ridiculous schedules”

“A demoralizing, high pressure position that constantly challenges personal morals for the sake of profit”

“Worst place to work”

“Very bad. Poorly trained and seemingly set up to fail”“This place is an absolute NIGHTMARE”“Too much

favoritism”

“The worst company I’ve ever had the misfortune of working for”

“Profit not people”

“Wonderful until recently”

Glassdoor Feedback

Glassdoor Feedback

EDUCATE everyone

• Teach your associates that everything they do can influence the overall perception of a candidate, both current and future.

• Create and roll out a social media policy • How to promote jobs and opportunities• How to engage/respond with candidates on social

sites• What to use / not use during the interview process

EDUCATE everyone

• Conduct front line Supervisor training

• Importance of associate interactions and social media

• Career development and mentoring

• Importance of realistic job expectations, pay, work etc.

• Host “Everybody Talks” webinars with suggestions on combating / preventing negative feedback

Be CLEAR

• …on things like that are important to the candidate, such as pay, benefits, career path, etc.

• …on how the job “really is”

Be CLEAR

• Provide realistic job previews for all high volume jobs

• Having veteran associates talk to potential new hires, highlight what a day’s work entails, the hardest part, easiest part, why they enjoy the work, etc.

• Ensure more clarity on compensation – mileage, overtime, payment dates, etc.

• Focus on career pathing and creating development plans

At TruGreen, you’ll see that you will find more career rewards – one lawn after another. Our employees work hard to do what’s best for their customers and along the way have found some pretty great opportunities for themselves.

But admittedly, it hasn’t always been this way.

As a company, we’re on a journey to redefine ourselves and reinvest in our associates.

Why? Because we know that the people of TruGreen are the backbone of our business, and it’s important that we take care of them just as they do our customers. Our associates are critical to our success in reinventing our customer experience, and in helping us to become the industry leader we strive to be.

As part of our renewed commitment, you’ll be rewarded with the benefits, advancement opportunities and stability only a company with 30-years of proven success and experience can provide. Not to mention the satisfaction of loving your job. We hope you’ll consider joining us in our journey, and in turn discover a career where you can be proud of the success you achieve by doing things the right way for your customers -- and you!

TRANSPARENTCONVERSATION

SOLICIT feedback

• Conduct Stay Interviews

• Conduct Exit Interviews and use the information to drive change.

• Ask associates with positive experiences to post on behalf of the company.

• Create a Brand Ambassador’s program with tools to allow employees to promote the company.

SOLICIT feedback

• Drive participation in Voice of the Associate survey & share results

• ServiceMaster Associate branding:

• Yard sign / bumper sticker: Proud ServiceMaster Associate

• JPG image to post on “founder’s day” on Facebook, and during other special events.

• Use verbatim VOA comments (with permission) to tweet, FB, GlassDoor, Yammer, etc.

• Promote more ServiceMaster in the community tweets, Facebook posts, etc.

• Ask associates with positive experiences to post on GlassDoor / to social media outlets

EXECUTE across platforms

• Create an image promoting being a proud employee

• “Share” corporate page news

• Utilize targeted sponsoring to promote job fairs, Hot Jobs, Testimonials, corporate video content, and careers page

EXECUTE across platforms

• Create company specific hashtag e.g. #iloveservicemaster and have customers and employees tweet

• Post short videos aimed at job seekers on relevant topics (resume tips, interview questions, dressing for success)

• Tweet short videos on why our employees love their job

• Tweet a featured job each week

EXECUTE across platforms

• Purchase a branded LinkedIn company page to provide insight to your company.

• Use the data available on the page to understand and interact with your audience.

• Message followers

• Augment content to meet audience needs

EXECUTE across platforms

• Create a visually stimulating, well designed page (see Target)

• Create “boards” based on:• Job function• Topic (e.g. What to Wear)• Day in the Life videos• Testimonials• Awards• Etc.

EXECUTE across platforms

• Spoof a video in the same vein as Gangnam Style, Call Me Maybe, Harlem Shake

• Launch careers YouTube channel to include:• Diversity Initiatives• Leadership Profiles• Company News• Realistic Job Previews

What will you do next?