6. November 2010
Employer Brand and Social Media
5
Generation Y’s view
Baby Boomers
Born 1946-‘65
Generation X
Born 1966-’77
Generation Y
Born 1978-‘98
Confident ∗ ∗ ∗
Techno-savvy ∗ ∗∗
Team-oriented ∗ ∗
Personal growth ∗
Pragmatic ∗
Globally conscious ∗
Diverse ∗ ∗
Optimistic ∗ ∗
Entrepreneurial ∗ ∗ ∗
65 - 4565 - 45 44 - 3344 - 33 32 - 1232 - 12
7. November 2010
Employer Brand and Social Media
6
Social Media demographics
Baby Boomers
Born 1946-‘65
Generation X
Born 1966-’77
Generation Y
Born 1978-‘98
34%
183,600,000
20%
243,000,000
45%
243,000,000
26%
25,480,000
27%
26,460,000
47%
46,060,000
28%
18,760,000
19%
12,730,000
54%
36,180,000
41%
32,800,000
35%
28,000,000
24%
19,200,000
65 - 4565 - 45 44 - 3344 - 33 32 - 1232 - 12
*Google Adplanner through The Bowditch Group
8. November 2010
Employer Brand and Social Media
7
One brand voice
Reward &
recognition
Reward &
recognition Reputation
Reputation
Culture
Culture
Leadership
Leadership
Product
offering
Product
offering Reputation
Reputation
Service
offering
Service
offering
Service
performance
Service
performance
Committed employees Products and services
EMPLOYER BRAND
(EVP)
CONSUMER BRAND
(CVP)
10. November 2010
Employer Brand and Social Media
9
Southwest Airlines EVP
‘The freedom to fly’‘The freedom to fly’
Customer Value Proposition
Freedom for allFreedom for all
How They Connect
‘Freedom begins with me’‘Freedom begins with me’
Employee Value Proposition
Source: Mitchell, Colin, “Selling The Brand Inside,” Harvard Business Review, January 2002
12. November 2010
Employer Brand and Social Media
11
What is the value of a brand
• Number and quality of applications
• Size and quality of talent pool
• Did people want to work for your organisation?
• Would your current staff count you as an ‘employer of choice’?
$1.75
Generic price
$1.00
Brand premium
$2.75
Branded price
13. November 2010
Employer Brand and Social Media
12
72.9%
5.1m
29.8m
5.4m
3.7m
17.8m
61.0m
Theopportunityincontext
0.26m
Source: UM Wave 3
14. November 2010
Employer Brand and Social Media
13
Social Media revolution
24 hours of video uploaded every minute
200 million blogs and growing
50 million tweets a day
1 billion content shares every day
1 new member every second
15. November 2010
Employer Brand and Social Media
14
45% of employers screen
Social Media sites
source: careerbuilder.com 2009
16. November 2010
Employer Brand and Social Media
15
reported they found content on social media that
caused them not to hire the candidate
source: careerbuilder.com 2009
19. November 2010
Employer Brand and Social Media
18
The sum of all the jobs on Twitter makes it the largest
job board in the world.
20. November 2010
Employer Brand and Social Media
19
Source: UM Wave 3 *Twitter Grader
Social Media
Blogging
Micro
blogging
RSS
Widgets
Networks
Imagery
Video
Podcasting
Forums
Chat
62%
read 29.0%
write
21.1%
belong
77.0%
watch
40.2%
listen
No10
Sydney*
47.4%
post
28.2%
upload
74%
message
24.6%
feed
No6
Aus*
21. November 2010
Employer Brand and Social Media
20
Which social media sites does your organisation use?
2008 % 2009 %
1 Linkedin 80% Linkedin 95%
2 Facebook 36% Facebook 58%
3 Jobster 17% Twitter 42%
4 MySpace 13% MySpace 11%
5 Ning 6% Ning 10%
6 Second Life 1%
22. November 2010
Employer Brand and Social Media
21
What does your organisation use social media for?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
To make new contacts
To promote open jobs
To headhunt
To look for passive candidates
Other
Source hard to find skills
2008 2009
Source, Jobvites Inc, 2008 and 2009
23. November 2010
Employer Brand and Social Media
22
Where’s the money being spent on candidate attraction
0
10
20
30
40
50
60
70
80
SocialM
edia
C
areers
site
Job
boards
Likely to spend more in FY10
0
10
20
30
40
50
60
SocialM
edia
C
areers
site
Job
boards
Likely to spend less in FY10
Source, Jobvites Inc, 2009
38. November 2010
Employer Brand and Social Media
37
Controlled
Uncontrolled
Monologue Dialogue
SOCIAL MEDIA
RECRUITMENT
ADVERT
39. November 2010
Employer Brand and Social Media
38
• Linkedin has 80 million members globally
– A database of 80 million professional/semi professional people
• 1.5 million members in Australia alone
– Australia’s working population is around 9.5 million people
– Linkedin has access to 16% of them
• It is a professional network
– Networking
– Job seeking
• New Company Pages update in beta testing
41. November 2010
Employer Brand and Social Media
40
A practical to do list
• Every organisation has an employment brand
– Are you actively managing yours
– Find out what it means and what it stands for
– Speak to your recruiter - does your brand help them recruit for you?
• Listening to Social Media chatter is risk free
– It is a strategic move
– It is also ‘look before you leap’
• Define your organisation’s attitude to Social Media risk
– Determine a strategic approach based on your listening results
• Think about alumni as an entry point
