Upload
polly-pearson
View
3.758
Download
3
Tags:
Embed Size (px)
Citation preview
1© Copyright 2009 EMC Corporation. All rights reserved.
Polly PearsonVP Employment Brand and Strategy EngagementEMC Corporation
How To 2.0:Social Media Strategy and Execution for Branding, Engagement, and Recruiting
2© Copyright 2009 EMC Corporation. All rights reserved.
A Brand is …
“A relationship, like the one you have with a
friend.”
Trusting ~ Genuine
3© Copyright 2009 EMC Corporation. All rights reserved.
Our Employment Brand Objective
… “and those on the Inside
will know that this is the ultimate place to
be.”
- EMC
- Dr. John Sullivan
4© Copyright 2009 EMC Corporation. All rights reserved.
Why?
Growth inemployee
productivity$18,600
more market valueper employee
$3,800more profits
per employee
$80,000–120,000additional revenue
per month
Higherprofitability
Highercustomer loyalty
Recruitmentcosts 55% lower
Fortune 500 Companies with Engaged Employees Report:
Source: Impact of Engaged Employees on Business Outcomes. Ongoing Employee Engagement Research, Hewitt Associates,
5© Copyright 2009 EMC Corporation. All rights reserved.
Quiz: Commitment Drivers
____ High pay
____ Good benefits
____ Social, Environ Responsibility
____ Product Quality
____ Collegial Work Environment
____ The right people get recognized and promoted
____ “Great employer” recognition
____ Ethics and Integrity
____ Empowerment; Ability to Innovate
____ Recognition
____ Skill and Career Development
____ Treated with Respect; People Mgt
____ Interesting Work; Job/Skills Alignment
Which do you think are the top 5 satisfiers for employees?
*EMC Corp; Corp Exec Board, 2006
6© Copyright 2009 EMC Corporation. All rights reserved.
Quiz: Commitment Drivers
____ High pay
____ Good benefits
____ Social, Environ Responsibility
____ Product Quality
____ Collegial Work Environment
____ The right people get recognized and promoted
____ “Great employer” recognition
____ Ethics and Integrity
__5__ Empowerment; Ability to Innovate
__4__ Recognition
__3__ Skill and Career Development
__2__ Treated with Respect; People Mgt
__1__ Interesting Work; Job/Skills Alignment
Which do you think are the top 5 satisfiers for employees?
*EMC Corp; Corp Exec Board, 2006
7© Copyright 2009 EMC Corporation. All rights reserved.
The Company has Great …
Strategy
Finances
Market share
Growth Opportunities
Brand Leadership
Customer List
Track Record
You have Great …
B2B Language “All about us”
B2C Language “What’s in it for me?”
A Change of View is Needed
When Hoping to Engage Employees …
8© Copyright 2009 EMC Corporation. All rights reserved.
Can You Imagine an Environment Where
____ There is interesting work aligned with you love to do
___ You and your ideas are treated with respect
___ You get immediate recognition, feedback, and encouragement
___ You get to learn new skills, get mentored, and interact with interesting people in a place where social skills are not a requirement.
____The only tolerated behavior is supporting, constructive, and trusting
___ You are empowered to contribute wherever and however you wish
___ You can become a “star” based on your thoughts and contributions -- regardless of your position, location, race or gender
___ You feel as though you are part of something big and great.
___ You are empowered to make it even better.
9© Copyright 2009 EMC Corporation. All rights reserved.
Introducing The Internal Social Network
Interested minds work on what interests them.
Communities determined by community
“Featured People” chosen by featured people
“Fear not, we’ll teach you how to swim; we’re here to catch you; you are safe, among family.”
160 + Communities; 4.5 million views each month
11© Copyright 2009 EMC Corporation. All rights reserved.
Radio Show – “Infotainment” Community Building
12© Copyright 2009 EMC Corporation. All rights reserved.
Case Study #1: Culture Community
“Day in the Life” idea
An employee unaffiliated with marketing or HR takes the lead
Community re-writes photo policy
300 photos from around the world submitted
29,000 views in first 5 days
Employee quote: “Best Company Happening Ever”
EMC China adopts for New Hires
COE New Hires get on EMC ONE
Post Creative Photo
Best Photo Wins
Home base for New Hire Events
Free.
Marketing “Pride Committee”launches “Day in Personal Life”Photo Contest
Amazing submissions
Winners recognized
13© Copyright 2009 EMC Corporation. All rights reserved.
Case Study #2: Watercooler Community
CFO memo to employees on cost cutting
HRO memo to employees on change to vacation policy
Michelle LaVoie, individual contributor, starts a discussion called “Constructive Ideas to Save Money?”
400 + ideas from around the world submitted … string active for 9 months + counting
23,000 views
CFO Cost Transformation office analyzing ideas and reporting back
Ideas being put to use; employees feel heard.
Company saving money.
Free.
HBR FeatureSeptember, 2009
14© Copyright 2009 EMC Corporation. All rights reserved.
Setting your Ambassadors Free
External Employment Branding
15© Copyright 2009 EMC Corporation. All rights reserved.
“Swimmers” become Strong and Ready to “Go Outside”Organic Brand Ambassadors Emerge
Dozens of Bloggers; Hundreds of Micro-Bloggers
17© Copyright 2009 EMC Corporation. All rights reserved.
The Ripple Effect: Case Study #4
2007:Engineer
2009:Blogger
Radio HostMentor
Distinguished EngineerAuthor
UR Resource; Newsletter author
Brand AmbassadorSpeaker
Innovation “Press”“Professor”
Exhilarated Employee
18© Copyright 2009 EMC Corporation. All rights reserved.
External, Engaging Brand Communities Grow
Consistently Reaching and Engaging Millions in your Target Market
19© Copyright 2009 EMC Corporation. All rights reserved.
Branding Opportunities become like Viral Fly Paper
EMC.com: EMC CareersEMC.com: EMC Careers
Campus: EMC Careers
Campus: EMC Careers
EMC ONE, Culture TalkEMC ONE, Culture Talk
Blogs on EMC Culture & CareersBlogs on EMC Culture & CareersFacebook: EMC CareersFacebook: EMC CareersTwitter: EMC CareersTwitter: EMC Careers
YouTube: EMC CareersYouTube: EMC Careers
21© Copyright 2009 EMC Corporation. All rights reserved.
Some of the Results
1. Enhanced commitment + pride
2. Employees branding EMC as a great place to work
3. Brand rep as “Cool” / “Innovative”
4. Record “Best Places to Work” Awards; PR
5. Renewed small co., “family” feeling.
6. Spike in Resumes per Requisition
7. The Red Rope Effect in Tweets
22© Copyright 2009 EMC Corporation. All rights reserved.
2.0 Employment Branding “Resources”
22
$0.00 program budget
Creativity
Commitment
Collaboration
23© Copyright 2009 EMC Corporation. All rights reserved.
Some Thoughts for your Product or Cause
Are you where the target market is?
Are you leveraging your networksto build awarenessand relationships?
Are you leading with the genuinein voice and tone?
Are you empowering and leveraging others?
Are you facilitating greateremployee satisfaction by enablingthem to help you, help others,and help themselves?
Are you interesting?
Are you relevant?
Be Found.Be True.
Be Talked About.