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The Social Advantage: Unlocking Employer Brand How to Build a Strong Employer Brand with Social Media
Matt Handford SVP People
Hootsuite
@dbmatt
Speaker
Agenda
1. Who we are
2. Achieving social advantage: The current business landscape
3. Achieving social advantage: Employer brand
4. Unlocking employer brand
5. Building your social strategy
6. Summary
7. Q&A
Who We Are
Hootsuite is the world’s most widely used social media management platform for
organizations large and small
16M+ Users and growing
175+ Countries with Hootsuite users
800+ of the Fortune 1000 use Hootsuite
The Forrester Wave™: Social Media Management Solutions, Q2 2017 The Forrester Wave™ is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave™ are trademarks of Forrester Research, Inc. The Forrester Wave™ is a graphical
representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.
The Clear Leader in Social Media Management
Achieving social advantage:
The current business landscape
Today, change is the new normal.
The rate of change is accelerating.
–Deloitte University Press
Ra
te o
f ch
an
ge
1970s 1980s 1990s
2000s 2010s Today
Technology
Individuals
Business
Public Policy
–Deloitte University Press
Ra
te o
f ch
an
ge
1970s 1980s 1990s
2000s 2010s Today
Technology
Individuals
Business
Public Policy
In 10 years, 40% of
the Fortune 500 companies
In 10 years, 40% of
the Fortune 500 companies
will no longer exist. –Ilan Mahari, INC.
75 years for 50 million
people to adopt
the telephone.
38 years for 50 million
people to adopt
the radio.
13 years for 50 million
people to adopt
the television.
1.7 years for 50 million
people to adopt
Instagram.
We now count social audiences
in
the
billions.
Hold Section for Digital in 2018 in Southeast Asia Part 2 - South-East Note for Marketing & Ryan T: ● Broad overview ● Narrow down to specifics ● Global overview (39, 58)- Philippines Vs. World ● Specific slides (107, 112, 124)
Social media is now a business advantage
as a core recruitment platform.
Social gives recruiters access to top talent at massive scale, with pinpoint accuracy.
Social gives external talent access like never before
to how people experience your organization
through your employer brand and culture.
“In today’s transparent job market,
employer brand and employee
engagement are synonymous.”
-Josh Bersin
Achieving social advantage:
Employer brand
Understand Your Brand
Build Your Social
Strategy
Activate Your Employees
Hootsuite’s Employer Brand story is
fundamentally about connection.
Employee Connections
Employee Programs that Inspire Connection, Growth
#RandomCoffee Stretch Program Remote Year
Hootsuite Connections Made via #RandomCoffee
March 2016 September 2016
Share our Values
We champion the power of human connection. We’re united globally by
our shared values of innovation, grit, humility, and passion for
customer success.
Make an Impact
Working at the speed of social, we create value for our customer by delivering solutions that power
relationships at scale. Our pace of work enables fast learning and
fosters and environment where you can stretch yourself and make an
impact.
Learn and grow
We’re committed to growing the capabilities of our people. We are
building a learning community where you can work with diverse individuals, explore new ways of
thinking, and expand your capabilities. Our employees are
teachers and learners who work out loud and share their knowledge to
enhance each other’s growth.
Hootsuite’s Employee Value Prop (EVP)
How It All Comes Together
Measuring Our Success
Building Your Social Strategy
Invest in a Resource
Social Best Practices for an Engaging Employer Brand
● Go where your audience is: Look for relevant conversations and mentions, and engage with your audience through them ● Like, share and retweet content that’s relevant -- important, interesting and timely -- to your audience ● Create a content calendar that delivers a mix of consistent content ● Don’t just post jobs! Provide an insider’s view into your culture, CSR initiatives and more! ● Use video and photo to boost engagement ● Work with Marketing to align corporate and employer brand ● Leverage paid to boost your content to the right audiences
Content Distribution TYPES OF CONTENT Content can include product & ecosystem, social, marketing & PR, partner, customer, thought leadership, employer brand blog posts, employee generated content, etc...
CHANNELS Channels can include employees organic networks, employee Advocacy, 3rd party media, external social channels, employer brand social channels (#HootsuiteLife), Hootsuite Careers Blog, CEO & Executive Team, etc…
Employee Advocates
Personal Networks
Random Coffee
IDEA
Content Creation
Content Channels
Hootsuite Social
Channels
Social Employer
Brand
561% More reach
CEO
Team Travel Wellness
Office Dogs Props
Organic Content
Strategic Content
Impact Values Learning
D&I Regional Recruiting Sales Hiring
Curate Content for Balance
Activate Your Employees
Our people are our greatest resource.
They are our best storytellers for
evangelizing the company, culture, values,
work being done, etc. They are the most
authentic voice of our employer brand. –Stacy Zapar
Engage Your CEO & Leadership Team
Activate Your Champions
Tap into the Power of Employee Advocacy with Hootsuite Amplify
Extend your reach Use the incredible social influence of your employees by empowering them to share approved content across their social networks.
The Impact of Employee Advocacy
Official Channels
Employee Amplification
650,000 Facebook likes
300,000 Twitter followers
50,000 Linkedin followers
1,000,000 Maximum Social Reach
10,000 Full Time Employees
200 average Facebook friends
61 average Twitter followers
480 average Linkedin followers
7,410,000 Potential Social Reach
Corporate Social Media Team
Trust In Author on Social Media Networking Sites, Content Sharing Sites and Online-Only Information Sources Source: Edelman Trust Barometer
My friends and family
An academic expert
Companies I use
A journalist
Employees of a company
A company CEO
A well-known personality
Elected officials
Celebrities
Brands I don’t use
72%
70%
60%
53%
52%
46%
45%
40%
34%
32%
TR
US
TE
D
DIS
TR
US
TE
D
561% More reach
2x More trust
10x More connections
A message has 561% more reach when shared by employees vs. brand
channels
Prospective candidates have 2x more trust in
employees than a CEO
Employees have 10x more connections than brand
channels
Source: Forbes http://ow.ly/6Yc630e38gy
24x More connections
Brand messages are re-shared 24 times more
frequently when distributed by employees vs. the brand.
The Power of Employee Advocacy
Organic Employer Brand Channel Employee Advocacy
January February March (includes $500 of paid social)
0
250,000
500,000
750,000
1,000,000
44,000 74,000 25,000
125,000
913,000
78,000
Organic Reach vs Advocacy & Paid
Employer Brand Results Q1 2018
Our Social Initiatives: In March 2018 for the first time since we re-launched our employer brand we executed our content strategy which consisted of:
1. Consistent Content on all of our channels
2. Activated our employee base via Amplify
3. Added $500 of paid social to boost content on Facebook
10x Content Reach
5x Engagement
77% Careers Page Visits
75% Referrals
85% Sales Applications
The Results:
Summary
Humans First:
Build a quality product that leads to great
employee experiences.
1
Have a plan:
Take the time to build a plan that is
scalable.
2
Content is King:
Find a way to tell your employee’s stories in a
scalables way.
3
Are you ready to unlock the power of social to advance your employer brand?
Let’s talk!
End
