Human Resources and Social Media

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• Out of date • Inefficient • Not enough thought, money or time • No planning • No tools or too much tools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

LINKEDIN

• 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…

BE READY, SOCIAL RESUMES ARE COMING!

http://satuolkinuora.wordpress.com/

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 [email protected] 044-710 6317