Organizations have steadily started to integrate social technologies in to recruitment, development and engagement practices. Using social media inside organizations will be increasingly important this year and going forward. HR departments must start creating a social media strategy, including social media practices, policies and guidelines, to leverage current communities and evaluate new ones that are bound to emerge faster than ever before. Joe shares the big picture of social media trends to help you re-tool how you source, develop and engage employees. Participants will come to understand social media trends to create a social media strategy for HR practices around recruiting, development and engagement. Learning Objectives include: The role of social media in contemporary HR practices Social media trends and their impact on HR Core concepts for social media policies/guidelines for employees HR technology, new approaches to recruiting, development and engagement using social media ABOUT THE SPEAKER Joe Rotella joined Delphia Consulting in 2002 following a brilliant career in software design and development with Lucent Technologies and Bell Laboratories. While at Bell Labs, Joe earned the coveted Distinguished Member of Technical Staff (DMTS) designation. Joe served as Delphia’s Chief Technical Officer (CTO) for 11 years before transitioning to become its Chief Marketing Officer in 2014. Joe’s also served on HRACO’s board and teaches the Strategic Management module of the SHRM Learning System in HRACO’s PHR/SHPR Preparatory program.

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Social Media Trends and the Impact on HR
presented by
Joe Rotella,
SPHR
Chief Marketing
Officer

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Social Media Trends and the Impact on HR
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Social Media Trends and the Impact on HR
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Social Media Trends and the Impact on HR
About Joe Rotella, SPHR

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Social Media Trends and the Impact on HR
About Delphia Consulting, LLC

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Social Media Trends and the Impact on HR
Topics We’ll Cover
 Social media trends
from a marketing
perspective
 Why HR should care
 The Social Business
 Social media from an
HR perspective
 Discussion

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Social Media Trends and the Impact on HR
Social Media Revolution 2014

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Social Media Trends and the Impact on HR

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Social Media Trends and the Impact on HR
Listen Up! It’s Important
 Most brands are
beginning to really
listen to customers
 The winners - respond
strategically
 Monitor
• Your company
• The competition
• Your industry

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Social Media Trends and the Impact on HR
Listen and Respond Appropriately
1. Listen to understand
• Is it a trend?
• Or a response?
2. Consider the context
3. Engage to deliver
mutual value
4. Build relationships –
don’t just lurk

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Social Media Trends and the Impact on HR
57% of Marketers Use Social Advertising
 Facebook, Twitter,
LinkedIn and others are
daily destinations for
millions of U.S.
consumers who spend
an average of 37
minutes per day on
those channels.

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Social Media Trends and the Impact on HR
Social Marketing is a Tough Job
 The options are
confusing
 Measuring results is
difficult
 It’s easy to jump to the
“map” without having
goals or desired
measurable results

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Social Media Trends and the Impact on HR
Email is Alive and Well
 There’s a strong
relationship between
email and social
• Email lets you stay top of
mind and you’re in control
• Use email to encourage
social interaction
 Learn from your email
• Test the subject line to see
what works best
• Incorporate popular emails
in to social media
• Test image effectiveness
 Social media supports
email
• Incorporate a fan’s
enthusiasm in email
• Tease upcoming emails in
social updates

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Social Media Trends and the Impact on HR
Social Media Takes a Team
 A dedicated social
media team of three or
less seems about right
 Adjust expectations
based on the amount of
resources dedicated to
the effort

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Social Media Trends and the Impact on HR
Social Media ROI Remains Elusive
 State with clear
measurable goals
 Develop a content
strategy to achieve
those goals
 Focus on one or two
channels
 Gradually scale up the
effort

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Social Media Trends and the Impact on HR
More Trends
 Real-time marketing
• Oreo’s “Dunk in the
Dark” tweet during
SuperBowl 2013
 Image-centric networks
will see huge success
 The rise of the micro-
video
 Mobile penetration is at
93% worldwide
 Be prepared to pay
 Google Plus will
become a major factor
 Myspace will grow
• “Arts” community
 LinkedIn for B2B growth

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Social Media Trends and the Impact on HR
In Case You Missed It
 The power went out in
the Superdome during
the showdown between
the San Francisco 49ers
and the Baltimore
Ravens.
 Retweeted 10,000
times in one hour

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Social Media Trends and the Impact on HR
That’s Marketing - IDC
 You should!
 Think strategically or
you’ll be “the
department of sunshine
and rainbows”
 Watch what’s
happening in the big
world and figure out
what you can learn
from it
 Apply it to your world

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Social Media Trends and the Impact on HR
It’s About Your Employment Brand

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Social Media Trends and the Impact on HR
It’s About Employee Communication
 Increased productivity
 Increased collaboration
leads to innovation
 Higher employee
satisfaction
 Less conflict in a
relationship built on
interdependence
 Increased retention
 Better employment
brand
 Even the NRLB gets it
• “This protection extends
to certain work-related
conversations conducted
on social media, such as
Facebook and Twitter”

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Social Media Trends and the Impact on HR
It’s About Your Career
 Like it or not, self-
promotion is part of
responsible career
management
 People who tout their
own achievements land
plum assignments and
promotions
 Actions don’t always
speak louder than
words

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Social Media Trends and the Impact on HR
Some Things Are Private, Right?

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Social Media Trends and the Impact on HR

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Social Media Trends and the Impact on HR
The Social Business
 Before January 2009
• First defined by Nobel
Peace Prize laureate Prof.
Muhammad Yunus
• A Social Business
o Created and designed to
address a social problem
o A non-loss, non-dividend
company
• Unlike a profit-maximizing
business, the prime aim of
a Social Business is not to
maximize profits
 After January 2009
• Used in “It’s Time To
Transform” blog post by
Peter Kim
• It’s a BIG IDEA
• Social business stands for
what companies need to
become—not a description
of an incremental feature
or business function
• Social Business Design is
the intentional creation of
dynamic and socially
calibrated systems,
process, and culture

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Social Media Trends and the Impact on HR
Social Business:
Where It's Been & Where It's Going
Source: David Armano, 5/6/12 Blog Post

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Social Media Trends and the Impact on HR
MIT Sloan Research Found
 57% say that social business
sophistication is at least
somewhat important in
choice of employer (age 22
– 52)
 83% turn to social to
improve leadership
performance and manage
talent
 60% integrate social
business into operations
 90% see importance of
social business on 3-year
horizon

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Social Media Trends and the Impact on HR
A Traditional Home Page

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Social Media Trends and the Impact on HR
A Social Business Home Page

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Social Media Trends and the Impact on HR
Key Areas of Human Capital Management
Your Corporate
Culture and
Brand
Recruiting
Onboarding
Day-To-Day
Evaluations
Training &
Development
Separation

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Social Media Trends and the Impact on HR
Recruiting
 Duh!
 Recruiting is
fundamentally about
marketing
• Generating awareness
• Narrowing down the
field
• Qualified leads
• Closing
 Recruiting works on
every channel
• LinkedIn
• Twitter
• Facebook
• YouTube
 Video is a very good fit
Recruiting

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Social Media Trends and the Impact on HR
The 7 Pillars of Marketing
 It’s easier for people to
feel connected to you
through video
 Personality comes
through
 Authenticity comes
through
 It’s harder to use a
“ghost actor” compared
to a “ghost writer”
Know Like Trust Try Buy Repeat Refer
The Marketing Hourglass courtesy of John Jantsch, Duct Tape Marketing

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Social Media Trends and the Impact on HR
Key Elements of a Recruiting Video
 The purpose of the
company
• People don’t buy what you
do, they buy why you do it
 Testimonials
 Talk about career growth
 Communicate your
culture
 Self-select: Issue a
challenge

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Social Media Trends and the Impact on HR
Great for Internships!

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Social Media Trends and the Impact on HR
Reddit Users “Best Pick”

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Social Media Trends and the Impact on HR
Onboarding
 Most likely “private”
 Consider accessibility
outside of the work
environment
 “Must-do’s”
• Form instructions
• Training
• Initial networking
Onboarding

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Social Media Trends and the Impact on HR
Bump The Lamp

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Social Media Trends and the Impact on HR
Details of Onboarding
 Welcome message
• Profile
 Knowledge base
• Wiki
• #firstday
 Where to go for lunch?
• Ratings, reviews,
pictures!
Day-To-Day

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Social Media Trends and the Impact on HR
Imagine if…
 Each employee had a single page just for them -- “About
me”.
• Anyone in the company could add Thanks and Praise
• Employees could highlight their top contributions / discussions
• Employees can showcase their personalities with photos and
commentary
 HR, managers, and mentors could “Follow” employee
pages.
• Know when they receive ad hoc praise from peers
• See praise activity flow into your custom streams
 Data from sites like LinkedIn was pulled in so you had a 360
degree view of your employees

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Social Media Trends and the Impact on HR
Your Modern, Social Directory

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Social Media Trends and the Impact on HR
Frequent Communication
 Use an internal blog!
 What to look for
• Multiple contributors
• Comments
• Like/Share
 Potential content
• Welcome messages
• New business
• Internal initiatives

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Social Media Trends and the Impact on HR
Reward And Recognize With Featured
People
Evaluations

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Social Media Trends and the Impact on HR
Find Who and What You Need

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Social Media Trends and the Impact on HR
Socialization Events Facilitate Networking

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Social Media Trends and the Impact on HR
Gamification and On Demand Learning
 Nearly two-thirds of
people are visual
learners, and visual data
is processed much
faster by the brain than
is text. SocialTimes
Training &
Development

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Social Media Trends and the Impact on HR
“Props”, Ratings, Reviews
Develop a
“feedback-rich”
culture and set of
tools that
encourages all
employees to give
each other
feedback
Evaluations

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Social Media Trends and the Impact on HR
Imagine If…
 You could stay connected to all Alumni
• Also help them stay in touch with each other
 You could leverage the connections that Alumni have
• New employer as a prospective client
• Immediate contacts across industries for feedback
 You could manage and maintain your external market perception
• Positive word of mouth from Alumni  Org is the premier provider
• Positive word of mouth from Alumni  Org is the best place to work
• Organization cares about you across your entire lifecycle
Separation

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Social Media Trends and the Impact on HR
Drive strategic alignment, innovation and
productivity, across all employees, from any
device.
Social Intranet
Make it easier for employees to
find information and expertise
Reduce the time it takes to
bring new offerings to market
Communicate more effectively
to a distributed, mobile
workforce

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Social Media Trends and the Impact on HR
More People Can Perform Like Your Best People
top performersaverage performersbottom performers
More people who are
50% more productive
than averageFewer people who are
50% less productive
than average
performance
with jive
Jive customers see results: 15%  productivity, 4%  revenue.

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Social Media Trends and the Impact on HR
Web Governance
The structure of people, positions, authorities, roles, responsibilities,
relationships and rules involved in managing an company’s web presence.
 The Structure Defines
• Who can make what
decisions?
• Who is accountable for which
efforts?
• How do the players work
together?
 Responsibilities of Members
• Develop and recommend
policies
• Create procedures to
implement the polices
• Determine and operate
management controls
• Develop and use performance
measures
Source: Webcontent.gov

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Social Media Trends and the Impact on HR
Places to Start
 Policies
• You can’t control what
your associates do off
the clock
• Raise awareness through
education
• Offer help setting up
profiles
• An internet usage policy
should be part of your
on-boarding process
 Style Guide
• Presents your company’s
brand
• Provides tools associates
can use to implement
the brand
o Wording guidelines and
suggestions
o Logo usage

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Social Media Trends and the Impact on HR
An Example Social Policy

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Social Media Trends and the Impact on HR
The Bottom Line
 The culture in the
“outside world” has
changed and continues to
change
 Leverage those changes
and adopt your culture
accordingly
 Social media isn’t a fad –
it’s here to stay
 Social Media doesn’t
mean “Public”
 A Social Business puts
people and the value of
human connections at the
center of the business
 “Social” may be a tough
pill to swallow
 Develop a business case
 Implement, measure,
adjust
 Adoption takes work –
content is key
 The payoffs are real

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Social Media Trends and the Impact on HR
Social Media Policy Workbook
offers.delphiaconsulting.com/socialpolicy

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Social Media Trends and the Impact on HR
The NextGen Worker: Webinar 9/16
Join me for a live webinar September 16 at 11am PT/2pm ET –
“The NextGen Worker: How Millennials Influence Workstyles
(And Why Leadership Should Embrace It)”
jivesoftware.com/millennials

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Social Media Trends and the Impact on HR
Questions?
Joe Rotella, SPHR
Chief Marketing Officer
Delphia Consulting, LLC
www.linkedin.com/in/joerotella
888.421.2004 x4326
jrotella@delphiaconsulting.com
@joerotella