1. Social Media for HR
Gautam Ghosh
GM – HR Strategy & Projects

2. What is Social Media?

21. Social Content
Social Platforms
The Social Media Channels
BLOGS
VIDEOSMICROBLOGS
AUDIO
(PODCAST)
PHOTOS
BRANDED
SOCIAL
NETWORKS
WIKIS
WHITE-LABEL
SOCIAL NETWORKS
EMAIL
(BACN)
SMS and TEXT
EVENTS and
CALENDARS
STATUS
UPDATES
Social media is created and shared within social platforms: status updates
and similar interactions drive participation by increasing visibility of use.
Social Interactions

22. Social technologies are not just other tools

23. Fundamental shifts - content
• Authority  User Generated
– Influence (trust factor)
• Authenticity
• Tolerance
• Broad/Generic  Niche Relevance
– Numerous Channels, Fragmentation
– Noise
• Buying Visibility  Earning Visibility
– Social Trending/Discovery

24. From Consumers to Creators
• Source: http://therengen.com
• As we create and
share more photos,
videos and blog posts
on social platforms,
we are beginning to
think of ourselves as
authors,
photographers and
filmmakers, all rolled
into one.

25. Forrester Social Technographics
• Forrester Social
Technographics
report categorizes
social media behavior
into seven groups.
• In the US, joiners are
the biggest group
after spectators.
Source: Forrester Social Technographics Report, 2009

26. The New Audience
As people take control over their data while spreading their Web
presence, they are not looking for privacy, but for recognition as
individuals. This will eventually change the whole world of advertising.
- Esther Dyson, 2008

28. “We become what we behold. We shape our tools and then our tools
shape us”- McLuhan

29. When dominant media change, they help
change everything else
• Oral= Emotion, Participation, Unity
• Print= Memory, Separation, Logic
• TV= Transience, Desire, Currency
• Digital= ?

30. The digital mode
Individual minds connected & multiplied- now
Democratic
Collaborative
Connected
Simultaneous
(Secondary Orality- Walter Ong)

31. Employer – Employee Related Social Sites

35. Niche Professional Networks
• Software engineering - sites like Github, Bitbucket and StackOverflow are
where engineers spend their days.
• Mechanical engineering - GrabCad is becoming the dominant online hub
for MechE.
• Design - A host of sites like Behance, Dribbble, CarbonMade, DeviantART
and others are relevant to designers
• Medicine - Doximity, QuantiaMD, Sermo, HealthTap and other sites that
cater to the medical community
• Academia - Sites like Academia.edu and ResearchGate have sizable
traction
• Finance & Accounting - A site like Proformative is trying to become the
hub for corporate finance professionals.
• Biology - Private beta site Benchling wants to become "Github for biology

36. 6 Networks
• LinkedIn
• Facebook
• Twitter
• Google Plus
• YouTube
• Slideshare

37. A look at some other networks
• Tumblr
• Flickr
• Quora
• Pinterest
• Soundcloud
• Instagram
• WhatsApp

38. The Future of Engagement
• Crowdfunding - https://www.youtube.com/watch?v=BCfxOWLuNwU
• Behaviour Change Games -
https://www.youtube.com/watch?v=LYWEN0g0diI
• Collaborative Social Innovation -
https://www.youtube.com/watch?v=Sr8CDknC3KM
• Grassroots Change Movements -
https://www.youtube.com/watch?v=Q24Bl3xW8wE
• Co-Creation - https://www.youtube.com/watch?v=n-ebjzlUy54
• Social Curation - http://vimeo.com/51472734
• Transmedia Storytelling - https://www.youtube.com/watch?v=XNic4wf8AYg
• Collective Intelligence - http://vimeo.com/34987411
• Social Live Experiences - https://www.youtube.com/watch?v=_cNfX3tJonw
• Collaborative Consumption -
https://www.youtube.com/watch?v=BKF6YTjTHDU

39. Implications for HR

40. Your Culture is your Employment
Brand and your employees are
your brand ambassadors

41. Content, Conversations
People
interested
People
with Skills
Company
Employees
Attract
Develop
Engage

42. Philips Innovations Groups

43. Philips India HR, and the team goes all a-
Twitter

48. Don’t forget mobile!
“Today it is a waste of time investing in social media
without mobile support".
– talent acquisition director for UPS
• Sodexho US Data
– jobseeker traffic on mobile grow from 4% to
17% of their total jobseeker traffic.
– nearly 1 in 3 hires have looked at Sodexo
careers on mobile.

49. PepsiCo’s “Possibilities”
• Prospective candidates can
peruse it for openings
• watch videos from current
employees,
• read executive blogs
• have conversations with
hiring managers.

50. Trends for the future
• Companies like TalentBin and Entelo will change recruiting

51. The rise of digital influence and impact

52. Post Recruiting Onboarding
• Gamified induction and onboarding
–Predictive analytics
• Communities to help new hires get
assimilated faster
–Finding mentors and buddies

53. Connecting employees internally
• Most employees are active on internal social
network cutting across geographies
– Focus on storytelling and sharing interesting
news
– Showcasing best practices
– Asking for help across silos
• Leverage social for learning

54. Employee engagement
CASE DESCRIPTION
-Deloitte Southern Africa wanted to
overcome the obstacles that
typically frustrate employee
engagement initiatives and win the
battle for the hearts and minds of its
people.
REQUIREMENT
-connect employees to the
company’s shared values
-involve employees in the strategy
and progress of the business
-create a feedback and listening
system
- Linking KRA’s to performance
appraisal systems wherein
employees can continuously track
their current status
SOLUTION
-Private (customizable) dashboards
for every employee
- Transparent rewards and
recognition system

55. Connect recruiters with potential
employees
• Source: http://microsoftjobsblog.com/
• Social recruitment
platform for potential
employees.
• Recruiters help with
job-hunting, resume
writing, interview
preparation, etc
• Share upcoming job
fairs, events,
vacancies

56. Onboarding Candidates
• Source:
http://campusconnect.infosys.com/forum/
• Idea: Discussion
forum on relevant
topics
• Reference: Infosys
campus connect
forum

57. Social aggregation on Corporate site
• Twitter on Zappos:
Online platform that
aggregates all twitter
mentions of :
– Zappos
– Related
brands/products
– Clients/customers
http://twitter.zappos.com/

58. How companies are benefiting from Web 2.0:
McKinsey Global Survey Results

60. Example: EMC
• Internal social network
- Innovation showcase –
Teams develop creative
posters and showcase their
work
-Radio show where
employees participate in free
wheeling discussions
-Photo contest on ‘A day in
your life at EMC’
- New recruits – volunteer
mentorship program
-Empowering employees –
submit an Idea section

61. Internal Jobs @ StarBucks
• Tool for employees that allows
them the option of charting their
own career graph
• Interactive internal recruitment
tool
• Career assistance through polls,
blogs, forums and wikis
• Career development resources
http://www.cfactorworks.com/portal.jsp?y3uQUnbK9L2RmSZs02CjV2k5C44jXZvaAVry6ADWtAE=

62. Employee Ideas @ Dell
• Dell’s Employee Storm
• Use new listening
platforms, identify in-
house and external
experts, and know
and influence key
people

63. Learning 2.0

65. Chatter allows any employee to share
expertise anywhere, at any time
65
Chatter “turns the company into a
meritocracy,” according to Marc
Benioff, who said SalesForce is
“changing the compensation
systems to reflect the folks who are
really making a difference.”

66. University of Phoenix uses iPhone app for
class discussions
66
Students can view, draft, and
reply to class
discussions, learning and
supporting each other in spite of
busy schedules.

67.  Learning can be augmented with peer support, or
even made into a competition
 Yet learning with peers should be supportive only –
peers may not have the best knowledge or share
all their resources
 To promote social learning, include gamification
and benchmarking
From siloed to group: Insights
67

68. A “Vook” combines reading with video and
social networking
68
Consumers can read books or
learn new skills
interactively, with video and
community.

69.  People expect rich, up-to-date content, in easily
digestible formats
 Yet dynamic content must be kept updated
 Leverage the crowd to keep content frequently
updated, and leverage syndicated feeds
From static to dynamic: Insights
69

70. Merrill Lynch’s GoLearn executive education
program allowed “on demand” training
70
Using BlackBerry in 2008, Merrill Lynch
executives finished courses 45% faster
while maintaining a 1% improvement in
users’ assessment score.

71. Ernst & Young produces podcasts to keep accounting
professionals updated
Podcasts are produced
multiple times a week on
current accounting topics.

72.  Learning no longer has to be linear (i.e. one path
from start to finish)
 Yet content can be confusing as users start
wherever they want and skip back and forth
 Be sure to provide context, as a story isn’t always
clear
• Take a page from TV shows to “recap,” or mention
prerequisites
From fixed time to time-shifted: Insights
72

73. “Hello-Hello” breaks language-learning down
into bite-size pieces
73
Users can choose from
various topics and find
easily digestible
videos, take quizzes, and
even get feedback on
practice.

74. Rexi Media’s “Presenter Pro” app offers
training and tips for public speakers
74
Users can select topics in
any order, as they see
fit, and find easily digestible
videos, take quizzes, and
even get feedback

75.  Content is easier to consume when it’s broken
down
 But don’t expect trainees to have comprehensive
knowledge
 Incorporate “gamification” or status bars so it’s
clear what they’re missing
From comprehensive to components:
Insights
75

76. Social Goal Setting and Recognition

80. Framework: Mobile & Social Learning
Honeycomb
80

81.  By embracing these tools first HR can help the rest
of the organization
 Soon there will be new roles and new skills needed
• Social Media Recruiter
• Community Manager
 It’s less about the tools and more about people –
HR’s traditional core strength
 Time to get strategic !
HR must help organizations embrace social

82. Thank You!
Keep in touch!
http://twitter.com/GautamGhosh
http://twitter.com/HRPhilips
http://www.linkedin.com/in/Gautam
http://www.slideshare.com/Gautam
Gautam.Ghosh@Philips.com