1. Master Social Media for HR
Build social media skills and your online presence.
McLean & Company is a research and advisory firm providing practical solutions to human resources challenges via executable research, tools and advice that have a clear and measurable impact on your business. © McLean & Company. McLean & Company is a division of Info-Tech Research Group.
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2. EXECUTIVE SUMMARY Walk away from this blueprint with: SAMPLE Situation
The world is on social media. Candidates are now highly informed consumers who use social media to learn about the organization and its culture.
HR needs to actively participate in social media to ensure the consistent communication of the EVP and employee-centric content.
Resolution
HR needs to identify and partner with current social media owners, learn the necessary competencies to engage on social media, and build its own social media presence.
Complication
Social media is typically owned by Marketing/Communications rather than HR.
HR sometimes lacks the resources, competencies, or mandate to actively drive social media participation.
Abdicating social media responsibilities to other areas of the organization risks content creation being misaligned with the EVP.
An understanding of popular social media platforms and how best to use them.
Tools to develop a high-impact social media strategy for HR.
An overview of how to continuously evaluate your social media efforts and adapt them to improve your presence.
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3. GUIDED IMPLEMENTATION
MCLEAN & COMPANY OFFERS VARIOUS LEVELS OF SUPPORT TO BEST SUIT YOUR NEEDS
CONSULTING
“Our team does not have the time or the knowledge to take this project on. We need assistance through the entirety of this project.”
GUIDED IMPLEMENTATION
“Our team knows that we need to fix a process, but we need assistance to determine where to focus. Some check-ins along the way would help keep us on track.”
DIY
TOOLKIT
“Our team has already made this critical project a priority, and we have the time and capability, but some guidance along the way would be helpful.”
WORKSHOP
“We need to hit the ground running and get this project kicked off immediately. Our team has the ability to take this over once we get a framework and strategy in place.”
Diagnostics and consistent frameworks used throughout all four options
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4. Use McLean & Company’s three-step process to master social media skills for HR
3. Evaluate Metrics and Refine Your Approach
1. Identify Objectives and Set Metrics
2. Optimize Social Media Channels, Plan, and Execute Content Creation
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5. SAMPLE SLIDES
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6. – Tweet by @Jaybaer, Social Media Strategist
Social media is now the rule, not the exception
82% of HR professionals use social media for recruiting passive job candidates while 77% also use social media to increase their employer brand and recognition (Maurer, 2016).
Social media is different from traditional channels as conversations can be initiated and sustained completely in your absence – candidates are talking about your industry, your competitors, and your organization; that conversation will continue even if you’re not there to respond.
Choosing to ignore social channels is not a strategy.
Social media has staying power, and it’s constantly evolving. Companies need to be refining and optimizing their social media strategies rather than “waiting and seeing” at this point.
Social media conversations may not be under your direct control, but they can be under your influence:
If you want to know what people are saying about you, start listening.
If you want to guide what people are saying about you, start engaging.
Social media by the numbers:
Every minute, 400 hours of video are uploaded to YouTube (Robertson, 2015).
LinkedIn has more than 450 million members worldwide and is growing at a rate of two new users per second (LinkedIn, 2016).
Over 1.7 billion users visit Facebook each month (Statista, 2016).
Twitter users tweet approximately 350,000 times per minute (Kapko, 2015). “
Of course social media is scary for companies. You know what else used to be scary? . Fax. Telephone. Elevators. Witches.
– Tweet Social Media Strategist ”
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7. Social media is increasingly being used for recruitment and employer branding
Social media is a vital means of communicating and promoting your employer brand. The “social revolution” isn’t a phase: social media use is increasing and it’s here to stay.
Social media recruiting (SMR) is also on the rise
The use of social continues to trend upward
Organizations plan to increase their focus, spend, and use of social media to promote their employer brand.
35% of survey respondents rated social media as the most important digital channel, beating out the employer website (29%) and job boards (12%).
65% of respondents planned to increase spending on social media in the next five years.
38% of respondents plan to increase their use of social media for employer branding by a lot. Only 8% plan to decrease their use of social media.
Source: Universum, 2016
Source: SHRM, 2016
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8. HR stewards the employee value proposition (EVP).
Mastering social media skills enables HR to maximize its social media impact
HR stewards the employee value proposition (EVP).
Leaving HR-related content in the hands of someone else can prove dangerous if they misrepresent the EVP. HR’s participation in social media ensures that employee-related content is accurate and representative.
Social media is traditionally owned by other departments: Marketing, Communications, or a dedicated social team.
HR should partner with these departments to learn existing processes, avoid off-brand inconsistencies or duplication of work, and master valuable social media skills. “
A lot of companies go out and find social media people, who might not know anything about recruiting. They bring their branding know-how to the employer side, which can work to a certain degree, but employer branding can go much deeper.
− Larry Kihlstadius, Solutions Czar, KinetixHR ”
Social media is all about engaging and adding value, which are also two of the biggest challenges of using social media.
Pairing HR’s EVP knowledge with social media skills and know-how from outside of HR is the best approach.
While Marketing may excel in content creation and creating customer leads, they don’t know every facet of your organization.
The bottom line? HR needs to hone its skills and lend its voice to social media.
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9. MCLEAN & COMPANY HELPS HR PROFESSIONALS TO:“
Empower management to apply HR best practices
Develop effective talent acquisition & retention strategies
Build a high performance culture
Maintain a progressive set of
HR policies & procedures
Demonstrate the business impact of HR
Stay abreast of HR trends & technologies 
Now, more than ever,
HR leaders need to help their organizations maximize the value of their people.
McLean & Company offers the tools, diagnostics, and programs to drive measurable results.
– Jennifer Rozon,
Vice President,
McLean & Company ”
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