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Using Social Media to Weather Tough Times
Recruiting and Talent Management Tips presented to the
Human Capital Institute on July 17, 2008
Tough Times
Tough Times Present Unique Challenges
• Morale in the face of layoffs• Allaying fear of the future• Transitioning into leaner, meaner
organizations• Guiding millennials through their first
recession• Retaining existing role players, future stars• Recruiting top, specialized talent
Why Social Media
• It’s two-way, perfect for conversations• Retention and recruitment are attainable
results with the Four Cs:– Co-Creation– Collaboration– Conversation– Crowd-sourcing
Social Media Is Not…
• A blog• A Facebook page• A LinkedIn profile• A wiki• A YouTube video• A private social network
Think Community Outreach
• Remember it’s two-way. Not controlled messaging
• Use as a toolset to achieve objectives with stakeholders that require two
• Provides feedback mechanisms• Builds relationships• Provides ways to capture the right
stakeholder, and use calls to action
New Media Requires New Approach
• Long term harvest versus short term gain– Major resource, time commitment
• Communities exist in more than one place• Identify all influencers, and focus on them• Example: Ike Pigott, A-List in PR? No.
Influencer? Oh yeah!
Leveraging Social Relationships
• Start by providing value… What’s the so what for this person? What are you giving them that matters?
• Unconventional pitching: Twitter, social networks, micro pitches: NO PRESS RELEASES
• Only after the objective is determined… Use social media tools like blogs, etc. to help
Dell Case Study
From Hell To Heaven
Southwest Airlines Case Study
GM’s Reinvigorated Effort
Tactics
• Select only after strategy is determined…
Part II: Using Social Media for Talent Management
Layoffs Destroy Morale
Flickr image credit: Sign of the Times by Mandj98
Layoffs Destroy Morale
• A sudden layoff can be the worst thing possible for morale
• Poor performance also hurts morale• Frankly, the media and gas prices hurt morale• Low morale kills talent management brands
regardless of program strength
Building Morale Through Social Media
Flickr image credit: Workers by Amanito
Building Morale Through Social Media
• Open communications builds trust• Have a plan, Stan! People want to believe• Don’t control, accept negative feedback• Acknowledge responses to foster dialogue• Crowdsource for ideas• Communicate good results, even the small
ones• Provide venue for others to discuss success
Fear
Flickr image credit: Fearful sight by Kr. B
Fight Fear by Building Faith
• Use social media to demonstrate leadership– Talk about the real issues, in and outside of the
workplace– Remember: Have a plan!
• Engaging dialogue will yield underlying fear• Perfect time to talk it through• Work together for interim solutions
Change to Meet the Times
Flickr image credit: Change to Meet the Times by apesara
Change to Meet the Times
• Organizations adapt to the times• Roles change• Communicating these changes often require
discussion surpassing statements• This is a time and place for leadership
– Vision– Enablement– Listening
Change: Who Moved My Cheese?
• Use social media to intelligently communicate change
• Whether it’s crowdsourcing or wikis to engage• Or blogs and videos to communicate (and
receive feedback)• Be factual, present, and demonstrate logic
behind decisions, hopes for results
Guiding Millennials Through First Recession
Guiding Millennials Through First Recession
• Millennials born between 1980-1994• Have never worked through a recession• Use social media as primary communication
channel• Want to be able to voice their opinions, and
have dialogue• Low tolerance for spin and “messaging”
Retention Strategies
Flickr image credit:
Retention Strategies
• Winners want to be a part of…• Want voices heard• Similar benefits from change management
and millennial outreach• Really critical to respond to their input• One way to keep leaders and future stars is by
giving them the lead voice
Recruiting Top Talent
Flickr image credit: Welcome to Arizona by adactio
Recruiting Top Talent
• Specialized positions still hard to fill• Showing thought leadership attracts talent• Use blogs, social networks to build community
perception of leadership• Attract and monitor influentials for
recruitment• Build and protect talent management brand
