Human Resources and Social Media
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HUMAN RESOURCES AND SOCIAL MEDIA 3.10.2013 IBS
Ann-Christine Wahl
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
HR AT THE MOMENT
• Out of date • Inefficient • Not enough thought, money or time • No planning • No tools or too much tools
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
TODAYS MAIN TOPICS
HR STRATEGY
RECRUITERS TOOLS
RECRUITMENT COMMUNICATIONS
INTERNAL COMMUNICATIONS
HR STRATEGY
• 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
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
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
INTERNAL COMMUNICATIONS
COMPANY BRAND
Company profile
Company culture
Working community
Attraction factor and
communication channel
FORMATION OF TARGET IMAGE
Frank Communications, Pekka Putkinen: Yhteisöstä myyntivaltti rekrytointimarkkinointiin
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
Middhill-restaurant and celebrity chef Hans Välimäki, the ”Watergate”-incident
Marimekko and plagiarized fabric, ”Marimekkogate”
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
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.
RECRUITMENT COMMUNICATIONS
• 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
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
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
ENERGY AMBASSADOR 2013
http://www.energyvaasa.fi/lahettilas/
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
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
SOME + PERSONNEL + STRATEGY = GOOD COMPANY IMAGE & SUCCESFUL RECRUITING
RECRUITERS TOOLS
• 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
PROFESSIONAL
RECRUITING
• Most used some tool for recruiting • Networking • Company page and recruiting ads • Professional discussion groups • Has special solutions for recruiters
Making applying easy for the applicant
There are plenty of applications and websites that can help the recruiting process…
Infographic: • Vizualize.me • Visual.ly
Twesume
Make the social media channels visible on your home page
RECORD THE RECRUITING PROCESS • Keep the candidates up to date with the
recruiting process with social media • E.g. Yle in Pinterest
PLUS…
• Pinterest • Google+ • SlideShare • About.me • Storify • Tumblr
CHOOSE THE TOOLS THAT FIT YOU AND YOUR COMPANY’S GOALS!
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
Satakunta University of Applied Sciences Project Manager Ann-Christine Wahl ann-christine.wahl@samk.fi 044-710 6317
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