How can HR build a Social Strategy

Because Business is Socialgautam@gautamblogs.comTwitter: @gautamghoshhttp://www.gautamblogs.comFacebook: http://www.facebook.com/HR.Blogger

Last role: Consultant with Social Business firm 2020 Social where he led the Talent practice, looking at how organizations can build talent pipelines and internal employee engagement and development using such tools.

HR Generalist and a Learning and Development Executive in firms like Deloitte, Dell, Hewlett Packard and Satyam

MBA from XLRI in 1999. Manages a HR community of 1400 professionals at www.humanresourcespeople.com Given talks on Social Media at Conferences and Organizations. One of the top 25 HR Digital Influencers of 2010, No. 2 in the list of top 25 Influencers in Talent

Management by HRExaminer.com, Top 25 influencers in Enterprise Social Media and has been featured as one of the 100 Influencers in HR.

Published an article on “Talent Acquisition using the internet” in the February 2006 issue of “Consultants News”.

His blog http://www.gautamblogs.com has won the following recognitions:◦ Ranked amongst the top 75 Business Blogs of 2009 by Businesspundit.com ◦ In the top 50 HR Blogs to watch in 2009 by EvanCarmichael.com◦ Top 100 most useful blogs for Women Business People ◦ In the top 25 in the list of Career 100 blogs compiled by RiseSmart,◦ One the top 25 HR Blogs compiled by HRWorld in 2007◦ Listed on the top HR, Career as well as Indian sites on Alltop.com◦ Ranked amongst the top 3 Indian Blogs in the publicly voted Indiblogges contest in 2004

Article in the HRD Newsletter on Virtual Communities, 2000. The blog has also been featured in the book Business Blogs: A Practical Guide Won the 3rd prize in the Young HR Managers Conference for a paper written on 'The HR and IT

partnership at Satyam‘ at NHRD 1999.

About Gautam

What is social media?

Understanding Social

Social

By Tool

By Function

By Type of Organization

By Core Dynamic

Social networking

Blogging Microblogging Photo-sharing Video-sharing

Business-to-business

Business-to-consumer

Government Non-profit

Content Conversations Collaboration Community Collective

intelligence

Product design

Sales and marketing

Customer support

Public relations

Partner relations

Employee relations

We can look at social technologies through many lenses.

Focus on People vs. Content

Focus on People

Focus on Content

Instead, content-centric platforms should build deep integration with people-centric platforms.

Most social platforms are including rich user profiles, to shift the focus towards people.

Forrester Social Technographics

Forrester Social Technographics report categorizes social media behavior into seven groups.

In the US, joiners are the biggest group after spectators.

Source: Forrester Social Technographics Report, 2009

Social Media in IndiaSource: Monthly unique users in millions from http://vizisense.com ; Forrester Social Technographics Report

Joiners + Creators + Critics +

Collectors +

Conversationalists

Conversationalists + Spectators

Critics + Spectators

Creators + Spectators

Collectors +

Spectators

-

5.0

10.0

15.0

20.0

25.0

30.0 26.0

3.2 2.0 2.8 1.0

16.0

4.2 2.0

13.2

9.5

In India, joiners are the biggest group after spectators, but the other groups are small.

How are social technologies changing

people?

2

Cognitive Surplus Author Clay

Shirky in his book “Here Comes everybody” talks about Cognitive Surplus

Making consumers move to Creator/Critics

Real and Persistent Identities

As more websites support log-ins using Facebook, Twitter or Google IDs, our online identities are becoming more real and persistent.

More than 60 million Facebook users engage with Facebook Connect on 80,000 external websites every month.

Source: http://developers.facebook.com/connect.php

The Online-Offline Continuum

As we stay with offline contacts on online social networks and meet our online ‘friends’ at offline meetups, our online and offline relationships are merging.

Source: http://twitvite.com

Social Proof: Friends of Friends

As more of our lives move online, we are searching for social proof before making new friends, and seeking out friends of friends.

Source: http://thread.com

From Consumers to Creators As we create and

share more photos, videos and blog posts on social platforms, we are beginning to think of ourselves as authors, photographers and filmmakers, all rolled into one.

Source: http://therengen.com

The Business CaseOr how you can use social

How companies are benefiting from Web 2.0: McKinsey Global Survey Results

Internal Uses% of respondents

Median improvement

Access to Knowledge 68% 30%

Access to Internal Experts 43% 35%

Employee Satisfaction 35% 20%

Increasing Innovation 25% 20%

External Uses

Increasing Customer Satisfaction 43% 20%

Increasing Innovation 22% 20%

Internal Collaboration& Learning

August 2008, “Workforce Collaboration and Web 2.0

Workforceproductivity Transfer

knowledge between and

among workers

Capture knowledge of existing

workers

Employee engagement

59%56%

32%30%

The Bottom-Line Impact of Social Software

How can HR use Social Media?

Some thoughts and example

Use Cases

Employee Communities

Employee Ideation

Leadership blogs for employee

communication

Collaborative wikis amongst

teams

Use Cases for Talent Communities

External Internal

Many to Many

Many to Few

Few to Many

Few to Few

• Discussion Forum• Networking Forum

• Ideation Forum

• Recruiters’ Blogs• Leadership Blogs

• Mentoring of people given offers to join

• Induction

• Social Networks• Activity Streams

• Ideation Forum

• Leadership Blogs• Employee

Communication• Team wikis• Collaborative

communication platforms

The Social Employee Cycle

Interested

Job Seeker

Employee

Alumni

• Accessing employer branding on social platforms

• Consuming content

• Contributing ideas to organization

• Interacting with recruiters over blogs

• Leaving comments

• Reading job postings on site, social outposts

• Applying via job postings

• Following activity streams of team members

• Consuming content

• Collaborating using wikis, shared workspaces

• Microblogging

• Private social networks

• Discussion Forum

?

PROBLEM

SOLUTION

The Big QuestionHow do we engage the different talent pools with the organization?

Different people have different needs – incentivise them to engage with you and each other – and start a conversation

!

INSIGHT

ACTION

Talent Communities Are Social

It needs time and social engagement from the organization to build

Find your most passionate and communicative employees and mentor them to become Talent Community Managers.

Engaging External Talent community

1.Expert blogs

2. News Aggregation platform

3. Advocacy Program

4. UGC campaign module

5. Integration with social platforms

6. Discussion forums and groups

Your Organization

Employment Branding: EMC External employment

branding- encourages bloggers to act as organic brand ambassadors

EMC Careers - YouTube - Twitter- Facebook- Wordpress- LinkedIn

Help Save Nick Glasgow – a social media campaign to save an employee suffering from cancer

http://www.slideshare.net/pollypearson/social-media-strategy-and-execution-for-branding-engagement-and-recruiting

Showcase work culture- Employee blogs

Source: http://www.microspotting.com/

HR and recruitment focused community platform

Connect recruiters with potential employees

Source: http://microsoftjobsblog.com/

Social recruitment platform for potential employees.

Recruiters help with job-hunting, resume writing, interview preparation, etc

Share upcoming job fairs, events, vacancies

Onboarding Candidates

Source: http://campusconnect.infosys.com/forum/

Idea: Discussion forum on relevant topics

Reference: Infosys campus connect forum

?

PROBLEM

SOLUTION

Listen and Respond to Conversations

Across different forums, social networks, platforms on the social web

Use listening tools to figure out what current and prospective employees are saying about your culture, nature and type of work, and other competitors for your talent.

Social CRM Results

Use tools like Buzzstream, Techrigy or Radian6 to conduct these searches.

Build a process that would empower users to respond and participate in the conversation

Engaging Internal Talent Networks

Some Examples

The components of Engagement

People I work with

Rewards and

Recognition

My Work

Areas where Organizations usually focus employee engagement initiatives

Enterprise Collaboration - Benefits

Improve visibility on projects and initiatives Improve employee productivity Improve internal communication effectiveness Promote corporate culture and community building Ensure compliance to internal processes Effectively leverage corporate knowledge &

expertise Eliminate inefficient communication tools and habits

Employee Networking Status updates to

keep people informed, and other’s status to be informed

Widgets to follow information useful to user

Productivity tools like to do lists, calender can be included

Example: EMC Internal social network

- Innovation showcase – Teams develop creative posters and showcase their work-Radio show where employees participate in free wheeling discussions-Photo contest on ‘A day in your life at EMC’- New recruits – volunteer mentorship program-Empowering employees – submit an Idea section

http://www.slideshare.net/directi/directi-campus-recruitment-bizdev-presentation

Connecting the workforce – breaking silos: Davies

REQUIREMENT- collecting, refining and

sharing company-wide best practices and subject matter expertise

- Speeding up training and knowledge transfer

- Creating a connected and collaborative workforce

SOLUTION-Internal messaging system-Wikis + Blogs- Customizable dashboards

Breaking information silos at Angel.com

-Efficient way to collect valuable insights from multiple contributors-Create a corporate memory of information/ insights, to surround deliverables with context-Allow team members in all departments to engage in a collaborative way. -Discover valuable work of others via notifications, update feeds, tagging and search, and then re-use that work

SOLUTION-Wikis + Weblogs +Internal messaging tool + RSS feeds, tagging features

Internal Jobs @ StarBucks Tool for employees that

allows them the option of charting their own career graph

Interactive internal recruitment tool

Career assistance through polls, blogs, forums and wikis

Career development resources

http://www.cfactorworks.com/portal.jsp?y3uQUnbK9L2RmSZs02CjV2k5C44jXZvaAVry6ADWtAE=

Employee Ideas @ Dell

Dell’s Employee Storm

Use new listening platforms, identify in-house and external experts, and know and influence key people

Employee Collaboration Tools

Examples

Socialtext @ FONA

http://www.socialtext.com/customers/casestudy_fona.php

Reducing emails by 50,000

Collaboration Knowledge

Sharing Tracking

certification and training needs of employees

Customer Service with Self-Serve Extranet

Confluence @ Thoughtworks

http://confluence.public.thoughtworks.org/dashboard.action

Wiki and People Directory for teams to collaborate and communicate

Yammer @ Qualcomm Employees learn

with each other using microblogging tool Yammer

Ease of accessing Yammer through various interfaces

Jive @ NetApp

http://communities.netapp.com/index.jspa

connect employees, customers and partners in order to enable technical conversations

connect global user groups.

exceeded NetApp's registration expectations by 300%.

Central Desktop @ Equipois enabling

extensive, daily team collaboration

Collaboration time cut in half

25% faster finding documents

Projects completed on-time - 25% more accurately

Your Employment Brand is not shaped by you

But how people say who you are

Your employees and Alumni are rating you

http://www.criticat.com

People sharing information about your organization’s practices, culture, and it can be represented online.

Websites like criticat.com and talentequity.com make it easy to people to analyse such feedback

Finding & Attracting good talent – How?

“Great Talent Knows Other Great Talent” •Identify, create and participate in conversations in relevant online communities•Showcase organizational culture on own community and on social outposts•Advocacy program to build pipeline•Talent identification campaigns

Be present where talent can find you

http://drupalmodules.com/

http://knowledgemanagement.ittoolbox.com/

Listen in on communities relevant to your business

Identify active contributors to the community

Encourage your employees to participate in such forums

Project your company as a thought leader

Idea: Social aggregation on Corporate site

http://beta.cpbgroup.com/#cpb

Online platform that aggregates conversations mentioning :◦ Company◦ brand/product ◦ Clients/

customers

Social aggregation on Corporate site

http://www.kinaxis.com/manufacturing-central/

Aggregated industry news on Supply Chain management powered by Kinaxis

Social aggregation on Corporate site

Twitter on Zappos: Online platform that aggregates all twitter mentions of :◦ Zappos◦ Related

brands/products

◦ Clients/customers

http://twitter.zappos.com/

Showcase work culture- Employee blogs

http://www.microspotting.com/

HR and recruitment focused community platform

Empower employees to share their work to showcase how exciting it is to work

Employment Branding: EMC External employment

branding- encourages bloggers to act as organic brand ambassadors

EMC Careers - YouTube - Twitter- Facebook- Wordpress- LinkedIn

Help Save Nick Glasgow – a social media campaign to save an employee suffering from cancer

Talent Identification Contest

http://www.youngfreealberta.com/

Idea: Launch a series of user generated contest resulting in exciting jobs

Reference: Severus Credit Union launched the contest and made the winners their spokesperson

Engaging with active prospects

•Connect active prospects with recruiters•Connect active prospects with current employees•Social background check and evaluation

Using a Facebook Page Targets fresh

graduates Needs effort for

engagement

Connecting with current employees

Put up the Linkedin API on your website

An active prospect can now see if he/she is directly or indirectly connected with any of your current employees and initiate an engagement

Social background check & evaluation

Use social tools for a thorough background check on potential recruits- Personal blogs-LinkedIn recommendations-Group memberships on LinkedIn-Tweeting pattern

Alumni engagementSome Examples

Alumni networks Sustain formal

relationships with alumni

Help alumni stay connected with each other and your company

Boast about your alumni network

Alumni networks

http://www.southwesterncompanyalumni.com/southwestern-company-alumni-home.aspx

Provide easy communication channels for your alumni to refer potential recruits to your company