Help Wanted: Strategies For Surviving The Social Media Revolution Sarah Rotman Epps Analyst Forrester Research September 8, 2008

Have you rated your CEO today? Steve Jobs: 90% approve Jerry Yang: 41% approve George Colony: 59% approve Source: Employees of each company on Glassdoor.com

Consumers trust information from each other “How much do you trust the following information sources?” [selected 4 or 5 on a 5-point scale] Base: US online consumers Source: Forrester’s North American Media and Marketing Online Survey, Q2 2008

Glassdoor lets job seekers get the inside scoop on companies – free and anonymously

Wikis are blowing the lids off hiring processes Academic wikis benefit job seekers by providing more visibility into the process, and make universities accountable.

TwitHire: Job seeking for micro-bloggers

Definition Groundswell A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations

The groundswell has a material impact on your business job.com Job seekers are getting harder to reach It’s hard to know where to connect with them They can’t get everything they need from you Advertisers have more alternatives

Three strategies for success Aggregate content and functionality needed to meet key job seeker goals Syndicate broadly to engage job seekers wherever they are Use social technologies to get job seekers to engage with you -- and each other

1) Aggregate content and functionality to meet key consumer goals job.com You know your audience better than anybody Leverage the relationship to be the first resource Creates more page views to drive ad impressions

Consider aggregating content from blogs like BlogHer

2) Syndicate broadly to engage consumers wherever they are job.com LinkedIn Blogs Syndication means going to where your readers spend most of their time http://www.nytimes.com/aponline/technology/AP-Declining-Portals.html?_r=1&oref=slogin

SimplyHired syndicates content to LinkedIn

3) Use social technologies to get consumers to engage with you -- and each other job.com You become part of the community you serve

Dan Black, Director of Campus Recruiting for Ernst & Young

Ernst & Young talks to college students on Facebook

Idealist energizes job seekers to spread its message

Massify: Video resumes for the YouTube generation

Forrester’s four-step approach to the groundswell People Assess your customers’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use

One in five US online consumers use job boards at least weekly “How often do you use job boards (e.g., monster.com)?” Base: US online consumers Source: Forrester’s North American Technographics Benchmark Survey, 2008

The Social Technographics Ladder US adults 14% 16% 11% 22% 43% 49% Use job boards 21% 25% 24% 36% 61% 30% The Social Technographics Ladder Creators Critics Collectors Profile your customers at groundswell.forrester.com Joiners Instead, look at it in terms of a ladder of participation. People in the groundswell are at different rungs, different levels of participation. Go through the levels. Two things to remember: - This is not a segmentation. You can be a Creator and a Spectator at the same time and in different parts of your life. But once you’ve been a Creator in one area, you’re much more likely to do that same thing in another area of passion. people will move up and down this. Inactives will be drawn into being Spectators when they find content that feeds a passion. Or Join a social network when a friend invites them. Spectators Base: US online adults and US online adults that use job boards Source: Forrester’s North American Technographics Benchmark Survey, 2008 Inactives

Gen Y leads the way, but consumers of all ages are active in social media Percentage of each generation that belongs to each Social Technographics group: Base: US online consumers Source: Forrester’s North American Technographics Benchmark Mail Survey, Q1 2008

Gen Y’s behavior is the future of job seeking Online portals/classifieds Social media sites Newspapers Aggregators

Social media affects advertising and the economics of your business Impacts the content and context of advertising Expands the insight you have about your audience—and the solutions you can provide for advertisers Creates new partners and M&A targets

Recommendations Empower employers with tools to participate in the conversation Pursue strategies of aggregation, syndication, and social engagement Use POST as a guide for your social initiatives

Thank you Sarah Rotman Epps +1 617.613.6249 srotman@forrester.com Download a copy of this presentation at: www.forrester.com/iaewsfallmembercongress