How to utilize Social Media effectively for all generations.

1. GENERATIONS AT WORK:
GENERATIONAL USE OF SOCIAL
MEDIA AS RELATING TO THE HR
INDUSTRY
Wednesday May 2, 2012
PHRA Spring Social Media Breakfast Series

2. PHRA Welcomes You
Presenters:
Marissa Fenwick--Assistant
Director, CareerWorks
Seton Hill University
Ron Kubitz--Recruiting/Training Manager
Brayman Construction Corporation

3. Objectives
 Define Web 2.0 and identify methods to utilize social
media for the HR betterment of your
corporation/business
 Discover that social media usage by a multigenerational
workforce is not a matter of age but a matter of adapting
these new tools to what individuals of each age level
already know
 Become better equipped to communicate across the
generations via social media while utilizing those tools
better equipped for each generation

4. Objectives
 Demonstrate how recruiting, training, employee
engagement, safety, (benefits) communication
and other HR matters can be improved by using
social media across all generations
 Describe in detail proven social media
techniques that can be used in the everyday
workplace
 Gain insight into the future of social media and
the HR world

6. What Generation Are You?

7. What Generation Are You?
• Who is your favorite musician or group?
• What was your favorite toy as a child?
• What was the worst fashion mistake of
your generation?
• What made the biggest impression on you
in your childhood/teenage/young adult
life?

8. Who claims this family??

9. Who are you??
 You are a mature/traditional if you remember
how to entertain yourself without a TV!
 You are a baby boomer if you thought you
might one day join the Mickey Mouse Club!
 You may be a Gen X‘er if you grew up wearing
shirts with an alligator or a guy with a horse on
the chest (collar turned up)!
 You may be a millennial if you always had
cable TV or video games!

10. Beloit College Mindset List Class of 2015
 Recognize LBJ as Lebron James
 ―Don‘t touch that dial!‖….what dial?
 Andy Warhol is a museum in Pittsburgh
 Frasier, Sam, Woody and Rebecca have
never Cheerfully frequented a bar in Boston
during primetime
 John Wayne Bobbitt has always slept with
one eye open

12. Generational Use of Social
Media
We hate numbers…..
So/But…..
Let the numbers/slides tell the story!!

14. Mobile Usage

15. Generational Use of Social
Media
 ―The graying of social media sites
continue‖….. (Pew Research Center2011)
 Internet users 55 & older are driving the
growth of mobile social media (Nielsen 2011)
 Among baby boomers aged 50-64 daily use of
social media sites grew 60% from 2010 to
2011 (Pew)
 Linkedin most popular with those over the age
of 35 (Careerify/ComScore 2011)

16. Generational Use of Social
Media
 Social Media…a great teambuilding strategy
 Reciprocal mentoring using SM as a tool
First Quarter 2011 Average Monthly Visitors
(Comscore)
1. YouTube—464 Million
2. Facebook—462 million
3. Twitter—80 million
4. LinkedIn—56 million
5. Monster—36 million

17. Industry Favorites

18. What is Web 2.0?
Web 2.0 is a collection of technologies that
allow users to interact with online content.
Users can participate, control, and
guide the experience.

19. What is Web 2.0?
Web 2.0 is comprised of:
 Social Networks
 Blogs
 Podcasts
 Online Video

20. What is Web 2.0?
Centered on user experience, Web 2.0
allows for a variety of inventive and
functional recruiting and job seeking
avenues.

21. Web 2.0

22. Social Media and Employee
Engagement
 Fosters employee productivity.
 LinkedIn corporate information pages are
most effective. Creates followers.
 Corporate group pages are an excellent form
of communication; in some cases better than
e-mail.
 Creates more active employee participation
and greater satisfaction.
 Healthy ROI.
 Current employees can be our best marketing

23. Benefits of Recruiting Through Social Media
 Attracts Passive and Other Top Quality Candidates
 Builds a More Personal Relationship
 Improves Corporate Branding
 Improves the Candidate Experience
 Human Contact Element
 Increases Traffic to
Corporate Website
 Reduces Recruiting Costs
 Increases Employee Engagement

24. Advantages of using Social Media for
Benefits Communication
 Boosts Retention and can attract the best employees*
 Increases productivity while decreasing absenteeism*
 Reduces overall health care costs*
 Inspires trust
 Human Contact Element
 Real time feedback
 Increases Employee Engagement
*Met Life

25. Advantages…
 Loyal employees aren‘t necessarily those with
the most expensive benefits, but those who
understand their benefits and how to make the
most of them!
 Communications leads to better choices which
in turn leads to reduced costs!
 Without effective benefits/wellness
communications strategies you cannot change
negative employee choices!
 Better communications inspire trust which
increases shareholder returns!

26. Many Companies are also using
Social Media for…
 Employee Training
 Wellness Screening
 Safety Training/Communication
 Stay current on industry trends
 Competitive intelligence
 Research Vendors/Products/Services
 Sourcing Candidates/Opportunities/Clients

27. Generation Y

28. http://mashable.
com/2011/08/28/
social-media-
reruiting-
infographic
How businesses
use Social
Media for
Recruiting!

29. What appeals to your target
audience(s)?

30. More college students/graduates
use social media to find jobs
 In 2012, nearly 28% of college students plan to seek employment using LinkedIn, up
from 5% in 2011
 Facebook usage among college students for job seeking will increase to 7% (from 5%
in 2011)
 ―The recruited have now become the recruiters‖
 Students get the lowdown on employers by reading Facebook and Twitter updates
and perusing LinkedIn profiles
 A strong digital presence is one way for employers to stand out as the quest for the
best and brightest gets competitive
http://www.usatoday.com/money/workplace/2011-04-04-social-media-in-job-searches.htm

31. College Students/Grads
 Alumni working for your organization
 Career services offices
 Faculty in programs/majors specific to your hiring
needs
 Develop and maintain relationships
 Offer to be a panelist, attend workshops/events, job & internship
fairs, speak in classes, etc…
 Follow these folks via social media
 ―Like ―on Facebook
 ―Connect‖ on LinkedIn (or join groups)
 ―Follow‖ on Twitter, try to get them to follow you
FYI – students LOVE giveaways!

32. Existing Professionals, Potential
Candidates
Professional Associations…
 Professional development activities
 Benchmarking best practices
 Current trends in the field
 Follow on social media

33. Tracking social media effectiveness
ROI
http://www.naceweb.org/j022012/social-media-marketing/

34. Be Strategic
Kasey Sixt, VP of Branding – CKR Interactive (recruitment advertising agency)
 It‘s crucial for organizations to be on the major social channels – LinkedIn, Facebook,
Twitter, YouTube, and [to a lesser extent] Google+
 Building a presence is important, but it‘s what you do with it that matters. What
companies have to do is tell their story in a more compelling way
 Look at your goals and target demographics and tailor your story strategically to each
market
 May want to relate different experiences on different sites
 Always include a link to your career site in tweets, posts, and updates

35. Analytics
 Hootsuite
 Can schedule content and obtain various analytics
 Can find out levels of interactions, comments, likes, and what specific posts/tweets have
had the most action
 Google Analytics
 Find out from where most of the website‘s traffic and referrals are coming
 Facebook
 Has insights and new metrics about friends of fans
 Informative, but can be overwhelming
 Analytical tools can give daily snapshot (free and/or fee)
 Provide actionable data to optimize content
 Monitor and adjust accordingly
*NACE, The National Association of Colleges and Employers

36. Tracking Outcomes
 ROI
 Understand what you are trying to measure
 Set up benchmarks
 Look at strategy and content
 Is the content doing what you want it to do?
 Not just numbers
 Time, effort, results
 What is meaningful to you?
 Engagement
 Relationships, conversations with your audience
 More of a ‗return on conversation‘ than ROI
 Enhancing visibility
 Be cautious of potential negative comments!
 How can you make your content more interactive?
*NACE, The National Association of Colleges and Employers

37. What does all
this information
provide you
with, that you
normally would
not have?

38. Free background checks!
 More thorough information
 Better gauge fit for your organization
 What is their online presence like?

39. Moving forward…what do you think
you might do differently?
 Have a strong online presence
 Utilize social media
 Know your target audience(s)
 Know where to focus your time and efforts

40. Drawbacks of Social Media
Recruiting
 Legal/Ethical Issues
 Screening
 Involvement
 Web 2.0 Policy Statement
 Personal vs. Professional
 Must be Committed to It!
 Employer Resistance
 Part of Total Recruiting Package

41. HR is Watching!!

42. The Future…
 1 in 7 minutes online is spent on Facebook
 Twitter is on track for 250 million active user
by the end of 2012
 150 million professionals and rising on
LinkedIn
 Over 4 billion videos are viewed by YouTube
daily
So…..

43. The Future…

44. HR 2025…
 Generation Z (next) ―The Silent Generation‖
 ―for a child today a magazine or newspaper is
really just a iPad that doesn‘t work‖
 Talent Management Blog

45. HR 2025…
 Computers/Tablets/Smartphones
 Talent sourcing – will start online in social
networking
 Talent development will be personalized to
each individual and be available on mobile
apps and smartphones with virtual facilitators.
 Company and Candidate SEO
 Category based hiring – requisitions written
after hiring
(ere.net)

46. Thank You!! Questions??
Ron Kubitz—Recruiting/Training Manager
Brayman Construction Corporation
r_kubitz@brayman.com
http://www.linkedin.com/in/ronrecruiter
http://www.twitter.com/ronbray
Marissa Fenwick—Assistant Director, Career Works
Seton Hill University
mfenwick@setonhill.edu
http://www.linkedin.com/in/marissabettersfenwick