Archive for July, 2012

Optimizing Social Media along the Employee Lifecycle

Some days ago I came across an interesting post on clickz.com – all wrapped-up in a simple graphic:  

I like the concept very much, but also started to think about how this would translate into the employee lifecycle (ELC). Frankly, after having this idea I googled first instead of wasting brainpower, but I couldn’t find anything similar related to the ELC. So as a first result from these thoughts I put together another simple graphic:

It’s still very conceptual and I don’t claim to have the one and only version of the ELC, but for a start and as a visualization of (my) professional common sense it works well.

Nonetheless this graphic is missing a proper conceptual background. I started thinking about how to structure the social media along the ELC based on certain criteria, e.g. internal or external recipients, what you can see in the middle circle. There would be a larger number of criteria though, which makes the whole too complex to aggregate in one simple graphic (maybe an infographic would work better). And even as a theoretical construct it will go beyond the scope of a blog post:

  • Spread: one to many, many to one, many to many, one to one
  • Content: individualized vs. generic
  • Content: user generated vs corporate
  • Content: details/Facts vs broader picture
  • Frequency: continuous, on demand
  • Purpose: motivation, education, administration, sourcing,…
  • Goal: information vs call-to-action
  • Recipients: internal vs. external

So, lots of work to do. I like to encourage everyone to contribute his/her thoughts or, be my guest, take this and develop it further. If someone already knows where to find an existing concept – this would save some brainpower…

Update: If you like to have a discussion about this (or any other topic) personally, I will be speaking about this at the Social Media @ HR Summit 2012 in Dublin. @carlssons will join there too.

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HR Marketing vs. Corporate Communications

When I was preparing a presentation last week I came across an old slide I have set-up maybe five years ago while still working for Microsoft. At that time I have been challenged with the fact that we needed to turn the employer brand into a more favourable direction while not having much budget (or no budget at all?). Best way to work on such challenge and get a sustainable impact: make PR your second best friend (best should be finance :-)).

The concept is a little bit outdated due to the development in Social Media but (in all vanity) I still find it a useful slide – for some only to remind you how HR Marketing has evolved over the last years.

 

It might not be self-explaining, so here is some prose added to it:

What I want to show are the different areas ‘traditional’ HR Marketing approaches (e.g. job postings, advertisements, fairs) are usually focussing on in opposition to areas where PR is usually stronger.

  • Driver: this is the reason for communicating to a specific small target group or a broad audience
  • Frequency: typical HR Marketing (HRM) has been driven by either an internal need (vacancies) or an external need (career event, special interest publications). That also made it by nature  more detail oriented (e.g. qualifications for a specific job profile)
  • Peripherals: Important for the impact and perception of communications. HRM takes place in an environment where the audience knows that they are approached with a marketing message.
  • Content: HR Marketing is mostly career/HR oriented, while you should try to give the audience something interesting about non-(directly)career linked once you made it to editorial content.
  • Ambassador: second very important attribute for communication perception and impact. HR Marketing is done and communicated by the corporation (or closely related folks), PR is usually though a ‘trusted advisor’, e.g. a journalist.
  • Messaging: direct to the point in HR Marketing (“We want you.”), while rather indirect in PR. It’s more about brand building, not only with relations to employment.
  • Style: Mainly fact oriented with some prosaic elements vs. storytelling with some included facts.
  • Goal: speaks for itself 🙂
  • KPIs: Easy today to e.g. measure the source of an application, while it’s hard to go beyond vague correlation with PR impact. Mid- to long-term trends should be observable though.
  • Budget: Was my first main driver to thing about this more and is a limiting factor for most HR departments. PR is for free (mostly) and it could really be build as a win-win for both HR and PR

I found that a lot of HR departments still only have limited relations with their PR and corporate communications departments. Maybe on if the reasons for this might be the different type of people you find in those two functions. They miss a great chance to make an impact – internally and externally.

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I have just seen the future of work…

… and it already arrived!

While walking the dog this morning I met another guy (surely not a millennial) with his puppy. He was on the mobile and suddenly sat down, put out some papers and started working with them while on the phone.

Please excuse the rather poor quality, but I didn’t want to intimidate someone with my iPhone. 

You find everything here:

  • ubiquitous technology
  • mobile offices
  • work-life flexibility

Only the paperwork appears so last millennium…

You think that’s nothing special? Well, I might agree, but then most publications about the ‘future of work’ are just describing the present.

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FINS Technology: Facebook To Launch Job Board

“Facebook is planning to launch its own job board later this summer, said people familiar with the matter. The job board will aggregate the job postings of third party providers, making them available for search by Facebook users.”

This does sound like just another job board without any “social” in the media.

But I would like to convey my best wishes to facebook. If anyone could finally build a successful job app/page ever on facebook, it’s them. Let’s observe the further development.

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