Lynn HazanPresident, Lynn Hazan & Associates, Inc.Executive Search Firm for Recruitment in Marketing and [email protected]
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What is corporate culture?Stories we tell
ourselves and outsiders about the company, its people, products and reputation
Our experiences
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What makes stories/culture successful?Ingrained, part of
the co’s DNA, genuine, feel passionate, real
Feel it – sometimes hard to articulate
Emotional connection
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The C’s of Social MediaContentCommunityConnectionsConversationConstantly changing
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What Social Media is NOT…NOT equivalent to real time relationshipsClients do NOT hire resumes aloneNot a replacement for HR’s knowledge of
company, expertise in recruiting/screening and understanding fit for company/culture
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Aha! It’s the ThreadSocial media and
corporate culture have more in common than realized
About people, talking, sharing, learning, working together, common experiences. We bond.
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Hungry for real and authentic experiencesTell stories of
companies we interviewed, each different, yet common thread
Culture developed to meet its needs
Social media = 21st century technology to expand messages
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• It’s what we do• Don’t talk about it• Behavior based – in action
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Aim to answer these questions & more:How do you define your corporate culture?How would you describe your brand in 6
words?Who are your ambassadors on behalf of your
brand?How does culture help with
recruiting/retaining staff?In a down economy, what have you done to
keep employees motivated, productive and focused on growing your company’s business?
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Each Company’s Magic SpiceBoar roasts and hula dancers To holding staff position for soldier for 2 yrs.
after only one month of employment
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Interviewed
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Look at titlesMany use social networking as part of job
descriptionHR at vanguard of innovation
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Key Culture Trends: HR…Creates trendsActively seeks
collaborationFosters environment
where all employees are brand ambassadors
Has well-developed procedures to monitor, develop and promote talent
Embraces professional, social and cultural efficiencies of social media
Encourages employee wellness
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Emphasis on Talent – GallupSallie PetersUnique approach to
recruiting and retaining staff
Behavioral based selection tools
People and performance = priorities
Autonomy, freedom and accountability for results
Best friend at work – emphasis on relationships
Emotional attachment – people count
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• Innovative• Worldly• Engaging• Research• Outcomes• Progressive
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Aon Consulting – Brian Baker, VP Employee Engagement & Social NetworkingHuman capital strategies & innovationEncourage staff to move to right direction in
terms of behavior
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Aon Client – HR as Change Agents – Encourage WellnessEngage employees,
families, communities, etc. in elevated dialogue about healthcare
Different approach -holistic- go beyond work, w/families
GoalsDecrease health care
spend Measure over 2 yrs.
Encourage employees to be personally & professionally successful
What is healthy living? National roll out to go
international
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Aon’s client tactics:
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Taking dialogue home = embedded behavioral shift
Interactive web presence for all kidsCalendar contest
Kids Depict healthy living Use logo
Great American Smokeout Facebook pages YouTube as cross finish line – corporate
documentaryMP3 players with catchy music, message
from CEOPreventative + ProvocativeConfession Booth – celebrate finish line
CDW: Charles Bretz, Sr. Recruiter & Sr. SourcerHis roles:
Internet strategySocial mediaProactive –
Relationship buildingNetworking &
pipeline buildingTwitter & LinkedIn –
identified candidates – good fit
Reached out to candidates – Cisco arena – high level engineers
Competitive intelligence
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CDW – Staff as Brand Ambassadors – Career FairsMilitary Veterans’ Recruiting
Event2 vets participated
CDW-recognizes and values vetsIraq vet returned 2.5 months ago
Gone for 2 yrs CDW held spot for him Married with child, benefits
continued while on duty Incredibly, only been on staff for 30
days47th – 100 Top Military Friendly
Employers (G.I. Jobs 11/9/09)
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• Engaging• Exciting• Challenging• Celebratory• Selfless • Recognition
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CME Group: Challenge of being a 150 year old start upBe more competitiveEvolving biz model
More relationship-based with big banks, financial institutions
Break down internal silosBe more externally focusedHold leaders to high standardsMentor and grow staffNo more brilliant jerks
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CME Group – growth timeline
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CME Group: Dennis Cue, Director Professional Development & Organizational EffectivenessTwo Pronged Learning:
Face to face formal learningOnline learning
Daily online sharing – open to all staffKnowledge Direct – stimulate dialogueDaily posts, updated 2x/wkThe Summit – leadership dev’t program, 15-
20 peopleMaintain network w/alums
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• Execution• Speed• People/staff oriented• Territorial• Overwhelming• Intense
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CME Group – Evolving CultureEmpowermentTeam-basedAccountabilityCourageCustomer-focusIntentionalGlobal
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Groupon – Andrew Mason, Founder & CEOUnique business
concept – group buying power
1 year old start upAndrew featured on
Crain’s 40 under 40groupon.com/learn
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Groupon – Staff profilesManaging Editor – humor in all contentHire humor writers – investment in companySelf expression
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Groupon – CultureFlat – everyone contributesNo titles, offices or status symbolsAndrew buys lunch 3x/wk for 4 staffTransparent – to all, customers, merchants
Unique biz model
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Zany & off the wall – why not?Groupon Tabernacle Choir – Bach
Christmas Mass4 part harmonyIn German!
Surprise birthday party for Hawaiian born stafferGrass skirtsBoar roastSinging
People don’t expect itKeeps work fresh
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Groupon & Social Media = Holistic ApproachTwitter & Facebook
accounts for each city
Daily DealSide Deal of the dayScavenger huntsMeetupsFundraisers – local
support
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• Independent• Humble• Community• Excellence• Passion• Commitment
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5 different companiesDifferent needsBiz modelsFast pacedCommitment to quality
employeesEmployees = Brand
AmbassadorsLow turnover
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The C’s of Social MediaContentCommunityConnectionsConversationConstantly changing
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From thread that runs through to the ribbon that ties it together The Magic SpiceThe Secret SauceSpell Success!
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Find Lynn Hazan & Associates on:Twitter: lynnhazanLinkedIn: Lynn HazanFacebook: Lynn HazanSlideShare: Lynn HazanEzineArticles: Lynn Hazan
Lynn HazanLynn Hazan & Associates55 E. Washington St.Suite 715Chicago, IL 60602312-863-5401lynn&@lhazan.comwww.lhazan.com
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