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Social Media for HR

Gautam Ghosh GM HR Strategy & Projects

What is Social Media?

The Social Media Channels


Social Content



Social Interactions


Social Platforms

Social media is created and shared within social platforms: status updates and similar interactions drive participation by increasing visibility of use.

Social technologies are not just other tools

Fundamental shifts - content

Authority User Generated

Influence (trust factor)

Authenticity Tolerance

Broad/Generic Niche Relevance Numerous Channels, Fragmentation Noise Buying Visibility Earning Visibility Social Trending/Discovery

From Consumers to Creators

As we create and share more photos, videos and blog posts on social platforms, we are beginning to think of ourselves as authors, photographers and filmmakers, all rolled into one.


Forrester Social Technographics

Forrester Social Technographics report categorizes social media behavior into seven groups. In the US, joiners are the biggest group after spectators.

Source: Forrester Social Technographics Report, 2009

The New Audience

As people take control over their data while spreading their Web presence, they are not looking for privacy, but for recognition as individuals. This will eventually change the whole world of advertising.
- Esther Dyson, 2008

We become what we behold. We shape our tools and then our tools shape us- McLuhan

When dominant media change, they help change everything else

Oral= Emotion, Participation, Unity Print= Memory, Separation, Logic TV= Transience, Desire, Currency Digital= ?

The digital mode

Individual minds connected & multiplied- now Democratic Collaborative Connected Simultaneous (Secondary Orality- Walter Ong)

Employer Employee Related Social Sites

Niche Professional Networks

Software engineering - sites like Github, Bitbucket and StackOverflow are where engineers spend their days. Mechanical engineering - GrabCad is becoming the dominant online hub for MechE. Design - A host of sites like Behance, Dribbble, CarbonMade, DeviantART and others are relevant to designers Medicine - Doximity, QuantiaMD, Sermo, HealthTap and other sites that cater to the medical community Academia - Sites like and ResearchGate have sizable traction

Finance & Accounting - A site like Proformative is trying to become the hub for corporate finance professionals.
Biology - Private beta site Benchling wants to become "Github for biology

6 Networks
LinkedIn Facebook Twitter Google Plus YouTube Slideshare

A look at some other networks

Tumblr Flickr Quora Pinterest Soundcloud Instagram WhatsApp

The Future of Engagement

Crowdfunding - Behaviour Change Games Collaborative Social Innovation Grassroots Change Movements Co-Creation - Social Curation - Transmedia Storytelling - Collective Intelligence - Social Live Experiences - Collaborative Consumption

Implications for HR

Your Culture is your Employment Brand and your employees are your brand ambassadors

Content, Conversations


People interested

Company Employees


People with Skills

Philips Innovations Groups

Philips India HR, and the team goes all aTwitter

Dont forget mobile!

Today it is a waste of time investing in social media without mobile support". talent acquisition director for UPS Sodexho US Data jobseeker traffic on mobile grow from 4% to 17% of their total jobseeker traffic. nearly 1 in 3 hires have looked at Sodexo careers on mobile.

PepsiCos Possibilities

Prospective candidates can peruse it for openings

watch videos from current employees, read executive blogs have conversations with hiring managers.

Trends for the future

Companies like TalentBin and Entelo will change recruiting

The rise of digital influence and impact

Post Recruiting Onboarding

Gamified induction and onboarding Predictive analytics Communities to help new hires get assimilated faster Finding mentors and buddies

Connecting employees internally

Most employees are active on internal social network cutting across geographies Focus on storytelling and sharing interesting news Showcasing best practices Asking for help across silos Leverage social for learning

Employee engagement
CASE DESCRIPTION -Deloitte Southern Africa wanted to overcome the obstacles that typically frustrate employee engagement initiatives and win the battle for the hearts and minds of its people. REQUIREMENT -connect employees to the companys shared values -involve employees in the strategy and progress of the business -create a feedback and listening system - Linking KRAs to performance appraisal systems wherein employees can continuously track their current status SOLUTION -Private (customizable) dashboards for every employee - Transparent rewards and recognition system

Connect recruiters with potential employees

Social recruitment platform for potential employees. Recruiters help with job-hunting, resume writing, interview preparation, etc Share upcoming job fairs, events, vacancies


Onboarding Candidates
Idea: Discussion forum on relevant topics Reference: Infosys campus connect forum


Social aggregation on Corporate site

Twitter on Zappos: Online platform that aggregates all twitter mentions of : Zappos Related brands/products Clients/customers

How companies are benefiting from Web 2.0: McKinsey Global Survey Results

Example: EMC
Internal social network - Innovation showcase Teams develop creative posters and showcase their work -Radio show where employees participate in free wheeling discussions -Photo contest on A day in your life at EMC - New recruits volunteer mentorship program -Empowering employees submit an Idea section

Internal Jobs @ StarBucks

Tool for employees that allows them the option of charting their own career graph Interactive internal recruitment tool Career assistance through polls, blogs, forums and wikis

Career development resources

Employee Ideas @ Dell

Use new listening platforms, identify inhouse and external experts, and know and influence key people

Dells Employee Storm

Learning 2.0

Chatter allows any employee to share expertise anywhere, at any time


Chatter turns the company into a meritocracy, according to Marc Benioff, who said SalesForce is changing the compensation systems to reflect the folks who are really making a difference.

University of Phoenix uses iPhone app for class discussions


Students can view, draft, and reply to class discussions, learning and supporting each other in spite of busy schedules.


From siloed to group: Insights

Learning can be augmented with peer support, or even made into a competition Yet learning with peers should be supportive only peers may not have the best knowledge or share all their resources To promote social learning, include gamification and benchmarking

A Vook combines reading with video and social networking


Consumers can read books or learn new skills interactively, with video and community.


From static to dynamic: Insights

People expect rich, up-to-date content, in easily digestible formats Yet dynamic content must be kept updated Leverage the crowd to keep content frequently updated, and leverage syndicated feeds

Merrill Lynchs GoLearn executive education program allowed on demand training


Using BlackBerry in 2008, Merrill Lynch executives finished courses 45% faster while maintaining a 1% improvement in users assessment score.

Ernst & Young produces podcasts to keep accounting professionals updated

Podcasts are produced multiple times a week on current accounting topics.


From fixed time to time-shifted: Insights

Learning no longer has to be linear (i.e. one path from start to finish) Yet content can be confusing as users start wherever they want and skip back and forth

Be sure to provide context, as a story isnt always clear

Take a page from TV shows to recap, or mention prerequisites

Hello-Hello breaks language-learning down into bite-size pieces


Users can choose from various topics and find easily digestible videos, take quizzes, and even get feedback on practice.

Rexi Medias Presenter Pro app offers training and tips for public speakers


Users can select topics in any order, as they see fit, and find easily digestible videos, take quizzes, and even get feedback

From comprehensive to components: Insights

Content is easier to consume when its broken down But dont expect trainees to have comprehensive knowledge Incorporate gamification or status bars so its clear what theyre missing


Social Goal Setting and Recognition

Framework: Mobile & Social Learning Honeycomb


HR must help organizations embrace social

By embracing these tools first HR can help the rest of the organization Soon there will be new roles and new skills needed
Social Media Recruiter

Community Manager

Its less about the tools and more about people HRs traditional core strength

Time to get strategic !

Thank You!
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