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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?
LinkedIn / Xing
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
www.perhakansson.com
