Universum Awards 2009 Berlin

Per Håkansson, Silicon Valley, USAUniversum Awards, Berlin

Workshop 16:05 - 16:35, May 19, 2009

Growing employer brands online using social media tools

What is social media?

How did all this happen?

Best practices

Recommendations

Questions

Agenda

How many of you are using [insert here] to reach your talent markets?

Facebook

LinkedIn / Xing

Twitter

Blogging

Photosharing

Video

Q&A tools

RSS & feeds

Tracking tools

Engage in online conversations...

RIGHT NOWtalented people are engaging in online conversations about your company as a place to work

BUTOnly 16%* of companies monitor what’s

being said about their brand online

Advertising Age, Feb 2009

What is social media?Imagine everyone having access to their own...

Printing press

Megafon

Access to lots and lots of people

Connected across the world in real-time

Rating, tagging, reviewing and commenting everything

And born to network on the web

“People like tools, not content!”

CONVERSATIONS

How did we get here and what does this really mean?

Walls between companies and their markets has fallen

Technology has enabled openness and transparency

A new generation born to web has grown up

From mass media to media of the masses

Social networks are the new infrastructure

A new ecosystem for human interaction is emerging

Evolution of Consumer Web[And the emergence of a social media toolbox]

1.5BN

1BN

0.5BN

1995 2000 2005

Internet Audience

Year

MOSAIC

IM

LISTS

WEBMAIL

MB

GROUPS

BLOGS

PHOTOSHARING

SOCIAL NETWORKS

MICROBLOGGING

VIDEOSHARINGVOIP

VIDEOCALLINGUSG

SOCIAL MEDIA

1.6BN

THUMBING

COMMENTS RSS

TAGGING

FORUMS

API

OPEN MOBILEPLATFORMS

Microspotting by Microsoft - inside reflections

Ernst & Young’s Facebook group - early adapter

Glassdoor - what do current and future employees say about your company as a place to work?

Social Mention - track what your talent markets are saying about your company on the web

A few best practices

RecommendationsHow to join the global conversation about your company as a great place to work

Identify clear objectives

Hire the right web people

Know thy audience - identify influencers

Listen. Learn. Share. Interact. Invite.

Start small, experiment and fail fast

Be honest, be open, be your brand

What cannot be measured cannot be improved

Contacts & FeedbackPer Håkansson

Strategic internet advisor

per.hakansson@gmail.com

www.perhakansson.com