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SHRA presentation
1. Social Media for HR Professionals
Developed for:
Sierra Human Resources Association
Milena Regos
Out&About Marketing
Oct 15, 2012
An inside view on the outside world
2. Workshop Agenda:
• Social Media Strategy
• Social Media Policy
• Recent Court Rulings
• Internal Employee Communication
• Who owns social media?
• Using Social Media to Recruit & Engage
• Corporate Social Responsibility
• Q&A
An inside view on the outside world
3. Do you have a social media strategy
in place for your organization?
50%
50%
37.5%
25%
25% 25%
12.5%
0%
Yes No We are working on it
An inside view on the outside world
Source: Out&About Marketing Survey, HR Professionals
4. Social Media Strategy
Human Resources Marketing
Showcase your organization Brand
Showcase your work Reputation Monitoring
Showcase your employees Reach
Recruit & Reward Audience
Internal communication Content
Training Engagement
Community Involvement Promotions
Social Media Policy Lead generation
Legal Measurements/ROI
An inside view on the outside world
5. HR should
have their
own social
media
strategy
Image courtesy of: GetEntrepreneurial.com An inside view on the outside world
6. Workshop Agenda:
• Social Media Strategy
• Social Media Policy
• Recent Court Rulings
• Internal Employee Communication
• Who owns social media?
• Using Social Media to Recruit & Engage
• Corporate Social Responsibility
• Q&A
An inside view on the outside world
7. Do you have a social media
policy for your employees?
50%
37.5%
25%
12.5%
0%
Yes No We are working on it
An inside view on the outside world
Source: Out&About Marketing Survey, HR Professionals
9. 2 Good Reasons for a
social media policy:
1. Crisis Management
2. Brand Opportunity
An inside view on the outside world
10. Key elements of a social
media policy:
• Explain what social media is
• State what social networks the policy covers
• Consider creating one or multiple policies
• Create guidelines: Do’s and Dont’s
• Speak to confidential and proprietary information
• Who can act on behalf of the company on social networks
• Disclaimers and identities
• Copyright, trademark, privacy, financial disclosure and other laws
• Use common sense, be responsible, respectful & humble
• Know that the Internet is permanent
• What to do if you make a mistake
An inside view on the outside world
13. To create a Social Media
Policy:
• Involve employees active with social media.
• Work with Marketing, IT, Legal.
• Make sure it works with your corporate
culture. Find the right balance.
• Research existing policies. 217 policy
examples:
http://socialmediagovernance.com/policies.php
An inside view on the outside world
14. Social Media Policy Example
(Key points) - Intel
• Stick to your area of expertise and provide unique, individual
perspectives on what's going on at Intel and in the world.
• Post meaningful, respectful comments—in other words, no spam
and no remarks that are off-topic or offensive.
• Always pause and think before posting. That said, reply to comments
in a timely manner, when a response is appropriate.
• Respect proprietary information and content, and confidentiality.
• When disagreeing with others' opinions, keep it appropriate and polite.
• Know and follow the Intel Code of Conduct and the Intel Privacy Policy
An inside view on the outside world
15. Social Media Policy (Dont’s
examples) - Best Buy
• The numbers: Non-public financial or operational information. This includes
strategies, forecasts and most anything with a dollar-figure attached to it. If it’s not
already public information, it’s not your job to make it so.
• Promotions: Internal communication regarding drive times, promotional activities or
inventory allocations. Including: advance ads, drive time playbooks, holiday strategies
and Retail Insider editions.
• Personal information: Never share personal information regarding other employees
or customers. See the Customer Information Policies for more information.
• Legal information: Anything to do with a legal issue, legal case, or attorneys.
• Anything that belongs to someone else: Let them post their own stuff; you stick to
posting your own creations. This includes illegal music sharing, copyrighted
publications, and all logos or other images that are trademarked by Best Buy.
• Confidential information: Do not publish, post, or release information that is
considered confidential or top secret.
An inside view on the outside world
16. Social Media Policy in 7
words: Zappos.com
Be real and use your best
judgment.
An inside view on the outside world
17. Should employees be allowed
to use social media at work?
An inside view on the outside world
18. Almost half of young professionals and college
students would choose unrestricted
access to social media at
work over a higher salary
Source: Cisco’s 2011 Connected World Technology Report An inside view on the outside world
19. Workshop Agenda:
• Social Media Strategy
• Social Media Policy
• Recent Court Rulings
• Internal Employee Communication
• Who owns social media?
• Using Social Media to Recruit & Engage
• Corporate Social Responsibility
• Q&A
An inside view on the outside world
21. How Not to get Hired
An inside view on the outside world
22. You are fired!
• An employee complained on Facebook about their work
conditions
• A bartender complained on Facebook that their boss
messed up their tax withholdings
• Car salesman complained about the cheap food
• 6 sheriff's deputies were fired for liking the political
opponent of their boss
• A “Chilli” server complained about her tip
• Teacher’s aide was fired for refusing to hand over Facebook
password
An inside view on the outside world
23. Michigan’s House Bill
5523
A bill to prohibit employers and educational
institutions from requiring certain individuals to
grant access to, allow observation of, or disclose
information that allows access to or observation
of personal internet accounts; to prohibit
employers and educational institutions from
taking certain actions for failure to allow access
to, observation of, or disclosure of information
that allows access to personal internet accounts;
and to provide sanctions and remedies.
An inside view on the outside world
24. What constitutes
rightful termination?
• National Labor Relations Act may consider
these these incidents protected concerted
activity
• First Amendment right?
• Difference between a “like” and a comment?
An inside view on the outside world
25. “Employer Use of Social
Media” Law
California's new law, entitled "Employer
Use of Social Media," broadly prohibits
employers' access to applicants' and
employees' personal social media content.
Employers cannot request or require that
applicants or employees: (a) disclose social
media log-in credentials; (b) access
personal social media in the employer's
presence, i.e., allow the employer to
"shoulder surf;" or (c) "divulge any
personal social media content."
An inside view on the outside world
26. Workshop Agenda:
• Social Media Strategy
• Social Media Policy
• Recent Court Rulings
• Internal Employee Communication
• Who owns social media?
• Using Social Media to Recruit & Engage
• Corporate Social Responsibility
• Q&A
An inside view on the outside world
27. Does your organization use an internal
social network for communication?
Yes
9%
No
91%
Source: Out&About Marketing Survey, HR Professionals An inside view on the outside world
28. • Email is not social
• Various platform options from free to low cost
or enterprise solutions
• Internal social networks are good for
communication
• 36% of knowledge workers’ wasted time was
spent trying to contact people, find information
and schedule meetings — all functions admirably
filled by internal social networks.
An
Source: 2011 Report on UC and Cloud-Based Services for SMBs inside view on the outside world
34. Workshop Agenda:
• Social Media Strategy
• Social Media Policy
• Recent Court Rulings
• Internal Employee Communication
• Who owns social media?
• Using Social Media to Recruit & Engage
• Corporate Social Responsibility
• Q&A
An inside view on the outside world
35. “The customer doesn’t see, nor
do they care about, who owns
social media. They see one
company and they simply need
an informed and empathetic
response.” Brian Solis
An inside view on the outside world
36. The legal perspective: “…having the
employee and employer agree upon
[social media] ownership
beforehand is infinitely better than
going to court to determine it later.”
— Huffington Post
An inside view on the outside world
39. Workshop Agenda:
• Social Media Strategy
• Social Media Policy
• Recent Court Rulings
• Internal Employee Communication
• Who owns social media?
• Using Social Media to Recruit & Engage
• Corporate Social Responsibility
• Q&A
An inside view on the outside world
40. In 2010, only 6% of
companies were using
social media for
recruiting.
Today, that’s exploded to
89%.
An inside view on the outside world
Source: Radian6
41. Do you currently use social
networks to recruit talent?
No
75%
Yes
25%
An inside view on the outside world
Source: Out&About Marketing Survey, HR Professionals
42. Source: Jobvite social job seeker survey 2012, Social Recruiting
Survey 2012 An inside view on the outside world
43. Source: Jobvite social job seeker survey 2012, Social Recruiting
Survey 2012 An inside view on the outside world
44. LinkedIn
• LinkedIn is the world’s largest professional
network, with over 160 million members (as
of March 31, 2012) and rising fast.
• Only 21% of working professionals around
the world are looking for a new job. The
other 79% are considered passive
candidates.
Source: Radian6 An inside view on the outside world
46. Facebook
• Facebook’s 1 billion active users makes it by
far the largest network available to any
recruiter.
• 48% of all job seekers did use Facebook for
job hunting
• Showcase your culture, your people, your
work
• Use targeted Facebook ads
An inside view on the outside world
47. Twitter
“a Twitter follower is almost 3 times more
likely to apply to a job posting than a LinkedIn
connection and 8 times more likely to apply
than a Facebook friend.”
An inside view on the outside world
Source: 2012 Social Recruiting Activity Report
48. Provide ongoing training
• Social Media Policy
• How do I engage with our community?
• Brand’s overall social media strategy
• How different departments use social media
• Social Media Crisis
• Social Business
• Internal collaboration using social networks
An inside view on the outside world
49. Workshop Agenda:
• Social Media Strategy
• Social Media Policy
• Recent Court Rulings
• Internal Employee Communication
• Who owns social media?
• Using Social Media to Recruit & Engage
• Corporate Social Responsibility
• Q&A
An inside view on the outside world
