Lecture held at SAMK for Innovative Business Service -students, 3.10.2013.

1. HUMAN RESOURCES AND
SOCIAL MEDIA
3.10.2013 IBS
Ann-Christine Wahl

2. TYÖTÄ MEILLE NYT JA HETI!-PROJECT
• JobiJobi! is a service part of Työtä Meille Nyt ja Heti! -
project
• The project is funded by Satakunta Centre for Economic
Development, Transport and the Environment with
ESF-money
• Project is coordinated by Satakunta University for
Applied Sciences.
• The aim of the project is to increase job search skills and
know-how on the web and also produce useful information
for the labor force authorities and generate tools for
companies for recruiting in social media
• Project time 1.9.2010−31.12.2013.
• www.jobijobi.fi

3. HR AT THE MOMENT
• Out of date
• Inefficient
• Not enough thought, money or time
• No planning
• No tools or too much tools

4. WHY IS SOCIAL MEDIA SO IMPORTANT
TO HUMAN RESOURCES?
• Workforce and jobs don’t
meet
• Employers have
difficulties to find right
kind of applicants
– Applicants aren’t qualified
enough
– All the best are already
working
• Job seekers more and
more aware of company
image
– Recruiting  PR

5. TODAYS MAIN TOPICS
HR STRATEGY
RECRUITERS TOOLS
RECRUITMENT COMMUNICATIONS
INTERNAL COMMUNICATIONS

6. HR STRATEGY

7. • Most of the problems in HR are caused by
poor planning or total lack of it
• Every company should have a HR strategy
• The strategy should at least include
following things:
– The vision of the company
– Retention of staff
– Competence and skills
– Recruitment of new staff

8. EVEN IF THERE IS A PLAN…
• Superiors don’t know the goals of the HR
strategy or the focus points of recruiting
• Superiors aren’t aware of the potential of the
current workers or necesity of the future work
force
• Recruitment isn’t planned according to the
future needs -> No vision
• No goals
• No follow-up or tools for valuation

9. HOW TO USE SOME IN PLANNING HR
STRATEGY
• Could HR strategy be published e.g. in
SlideShare?
– > More visual
• Could GoogleDocs and EtherPad be used
to create some parts of the HR strategy?
– > Everybody has a chance to influence

10. INTERNAL COMMUNICATIONS

11. COMPANY
BRAND
Company profile
Company
culture
Working
community
Attraction factor
and
communication
channel
FORMATION OF TARGET IMAGE
Frank Communications, Pekka Putkinen: Yhteisöstä
myyntivaltti rekrytointimarkkinointiin

13. GUIDELINES
• Where and what employees can tell about
the company in some
• Can social media be used during work and in
which position (professional,
professional/personal, personal)
• How to act in crisis
• Social media guidelines to concretize
– Examples: Yle, Helsingin Sanomat, Liikenne- ja
viestintäministeriö
– Even if there is no official social media guidelines
-> The unspoken policies

14. Middhill-restaurant and celebrity chef Hans Välimäki, the ”Watergate”-
incident

15. Marimekko and plagiarized fabric, ”Marimekkogate”

16. SOME FOR INTERNAL COMMUNICATIONS
• Most common Yammer
– Free
– Company email needed
– Over 100 00 companies
– Can be used through multiple platforms
• Similar:
– SocialText
– Socialcast
– Teambuzz
– Socialwork
– Jive

17. FROM INTERNAL TO EXTERNAL
• How to use personnel for external
communications that benefits HR
– Company blog -> Workers telling about their
work projects etc.
– Facebook -> How is everyday life in company,
different jobs in the company
– YouTube -> Employement stories, work
culture, work place
etc. etc.

18. RECRUITMENT COMMUNICATIONS

19. • Recruitment communications in some is
still mostly about repeating the same
information as in old channels
• As a working environment some needs a
different kind of approach
– The traditional marketing doesn’t work in
some
• People want to talk with people, not with
the company logos
• Recruitment doesn’t always need to be so
serious

20. WANTED: World’s best masochistic
web-developer
• You have a beard like the most other talented developers. Untidiness of
the beard is a plus. You have to be able prove the existence of the beard
in your application. If you’re beardless, do it in Photoshop or with a
marker.
• We offer:
– Salary!
– Protected 70s scifi architecture
– Legos
– Incredibly long holidays
– Free dental care
– Possibility to hang around with real celebrities with
excellent teeth
– Empathy
– Possibilty to work with Finland’s biggest Swedish-spoken
web-service
– Free parking
– A place in the shadow of the Tower and the
glowing Mordor eye
YLE

22. FINNAIR: Quality Hunters
• Themes
– 2010: Rethinking quality
– 2011: Over all flight experience
– 2013: New innovations in travel
• Recruiting average people to work for them
– > Crowdsourcing
• Campaign designed especially for some
• In 2011:
– Recruitment ad was published in qualityhunters.com
– Open application profile, which could be shared to some
– Applicants were chosen to the final stage based on how many likes they had on Facebook
– In addition recruitment advertisements could be seen in LinkedIn, flights and airport (video)
– You can also follow the project on Twitter and Quality Hu
• In 2013:
– Heading more towards community
– Anyone can take part in the process by joining the discussion on Facebook, Twitter, blog and
Pinterest boards
– Possibility to talk with Finnair professionals of service development
– Best ideas proceed to further development
Inventing something new, not only transferring the old!
Lähde: Finnair

23. ENERGY AMBASSADOR 2013
http://www.energyvaasa.fi/lahettilas/

24. ENERGYVAASA: Energy
Ambassador
• Offering possibility to travel around the
world
• Mission: Mapping the possibilities of
energy field for Finnish export
• Previous year
– 12 weeks, 12 different work places
– 30 000 e salary with car and hotel
accommodation

25. SOCIAL MEDIA IS CHANGING
RECRUITMENT…
• More visual (videos)
• More interactive
• More humoristic
• More inventive
• More affordable
• Campaigns are not disposable (e.g. videos)
– After the campaign -> Image effect
• Continuous process

26. SOME + PERSONNEL + STRATEGY =
GOOD COMPANY IMAGE & SUCCESFUL RECRUITING

27. RECRUITERS TOOLS

28. • Social media provides many tools for
recruiter -> many sees as a burden
• Social media is suppose to make the work
easier, not more difficult
• Most common problems:
– Time consuming
– No resources
– Person doesn’t know what she/he is doing
– HR personnel hides behind the company
• Recruiters use some for three purposes:
– Networking
– Headhunting
– Communications

29. PROFESSIONAL

30. RECRUITING

31. LINKEDIN
• Most used some tool for recruiting
• Networking
• Company page and recruiting ads
• Professional discussion groups
• Has special solutions for recruiters

32. Making applying
easy for the
applicant

33. There are plenty of applications and websites that can help the recruiting process…

34. BE READY, SOCIAL RESUMES ARE COMING!

35. http://satuolkinuora.wordpress.com/

36. Infographic:
• Vizualize.me
• Visual.ly

37. Twesume

38. Make the social
media channels
visible on your
home page

39. RECORD THE RECRUITING
PROCESS
• Keep the candidates up to date with the
recruiting process with social media
• E.g. Yle in Pinterest

40. PLUS…
• Pinterest
• Google+
• SlideShare
• About.me
• Storify
• Tumblr

41. CHOOSE THE TOOLS THAT FIT
YOU AND YOUR COMPANY’S
GOALS!

42. MAIN POINTERS
• Have a plan and resources and people to
realize it
• Recruitment communications is an
essential part of company image
• Be creative, try new things!
• Form a presence in social media and take
actively part in discussions

44. Satakunta University of Applied Sciences
Project Manager
Ann-Christine Wahl
ann-christine.wahl@samk.fi
044-710 6317