HR in Social Network: Building up company’s Reputation

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As the Society for Human Resource Management (SHRM) indicated in one released survey that more than 68% of the organizations are using social media tools for external communications and for marketing and recruiting purpose, more and more employers are aware of the tremendous benefits which social networks can bring to the companies. For HR department, the engagement of social networks can not only improve work efficiency and collaboration, but also introduce the advantages such as:

  • Building up reputation of the company
  • Recruiting talented candidates
  • Effectively training employees
  • Improving knowledge and information sharing
  • Connecting employees and customers

It is easy to relate the responsibility of social presence with the marketing or public relation departments; however, while HR is in charge of distributing available job vacancies and details, the engagement of social networks can enormously facilitate the process of recruitment and effectively deliver organization’s culture to attract talented applicants. This article aims to provide feasible strategies about how HR can participate and contribute to building up company’s reputation, in order to make the company known by all the worldwide target candidates, and further encourage them to apply for a position.

Google has been successfully showcased its culture and core values to the worldwide skilled candidates and scored the top place of dream organization to work with among most graduates.

It is all about marketing, even for the job recruiting page.

So how HR department can help?

The key is to effectively present the organization’s culture and value, and make them so attractive to target candidates. But how HR can make company’s social presence distinctive from other competitors and acquire applicant’s attention?

Content determines everything.

Only quality contents will turn visitors into readers and loyal followers. Only good contents will attract user to share, and cause viral distributions.

A post without comments, likes and shares is dead. It is only one way communication, no exact interaction between publisher and audience.

Let’s take a look at Suncorp and its social presence which HR can take part in.

Strategies for HR to build up company’s reputation:

1. Make social presence attractive to target candidates

2. Make viral distribution happened

3. Build up and maintain the relationship with online connectors, mavens and salesmen

Facebook Page: Suncorp Group Careers

The page only got 534 likes and 6 users actively talking about it. Let’s take look at one of its post:

Suggestions: Strategy 1.
Make social presence attractive to target candidates

Since Facebook has reached 1 billion active users, it is no doubt the best platform to not only market your company but also differentiate your company from competing for recruiting competitive talents. In order to capture young, tech-savvy graduates’ attention, try to vividly showcase your culture, work, and company, illustrate how the life and atmosphere working in your organization will be, the relationship between employees and business partners, make the campaigns and culture appealing and encourage audience to like and share it- Strategy 2. Make viral distribution happened.

Effectively activate and reward the roles of connectors, mavens and salesmen in your social networks since they are the key elements to make viral distribution of your products happened. Connectors help us to link with our social circles while mavens are willing to distribute all great deals and quality contents for you, and salesmen will encourage target customers to take actions. A reward system is required and can boost further loyalty and engagement.

Suncorp at LinkedIn:

As more and more employers turn to LinkedIn for recruitment, Suncorp may need to consider about taking part in vying talented applicants’ attention since LinkedIn is the largest online database of industry professionals, experts and even rare talents. A well-maintained and regularly updated online identity will help to build up the potential talented candidate pipeline for effective and efficient recruitment.

Suncorp Careers @ Twitter

Even with only 269 followers, a compelling job vacancy post can still attract abundant attention and retweets. It’s all about how the company promote its culture and working environment, to make it a dream place for target candidates to work.

For effectively and precisely measure the ROI of each post, Webtrends can help to track specific contents which trigger users to perform following actions such as purchasing and enquiring.

“What Twitter, Facebook, Linkedin all do is that they scrub the source, so you know that it came from Twitter but you don’t know what content it came from,” Gunn said. “Now you can attribute it to the post or tweet that is driving the highest traffic.”

Related posts:
Social networks for HR recruitment by Amanda

How social media fits in the enterprise by Charleston

Social Networking Strategies for Recruitment by Karen

References:

1. SHRM Survey Shows HR Has Active Role in Social Media Policies
2. SHRM Survey: HR Has Key Role in Corporate Social Media Efforts
3. Social Media Stetegy for human Resource
4. HR Role in Social Media Strategy
5. HR and Social Media
6. LinkedIn and Recruitment2.Lima,Peru 13Sept2012

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11 thoughts on “HR in Social Network: Building up company’s Reputation

  1. Fantastic post Edie. This is a great analysis of the current situation and valuable opportunities to get a better result from the social media platforms available for recruitment. I imagine one concern might be how to resource this effort, do you think the quantifiable benefits can justify this cost?

    • Hey Amanda :-)
      Thanks for your reply.
      I remember that you have summarized the interview with Laura, who is in charge of Suncorp’s graduate program, that the outcome of current recruiting channels seem to work well and they do receive abundant applications from local graduates.
      What I’ve been concerned is that their target applicants are mainly the graduates from several local universities, however, it would be better to further expand the market to other universities in isolated area, or even other countries.
      Another challenge that Mark, head of HR, has mentioned during the interview is some candidates finally choose to work for another companies.
      Despite of other possible factors, I believe there is still room for HR to work with marketing people, in order to make working in Suncorp more attractive to desired candidates.
      Human resource is one of the important assets of company, hence it’s relatively essential to recruit the competent applicants.
      I believe that the long-term outcome is definitely worth it, since the employee will shape the future of the company.
      Cheers

      • True, that’s a really good point, Suncorp could build their brand as an employer of choice through stronger engagement with candidates during the recruitment process but also cast their net wider to reach candidates with a closer match who may not be reachable through the current channels. This strategy is then complementary to the existing strategies. I wonder if they could measure the benefit as a greater % of candidates accepting the offer being made?

  2. Hey Edie,

    I will admit, as user of Suncorp I don’t actually follow them on Facebook cause I never thought of looking for them or my other banks. So thank-you they now have 1 more like.

    • Hey Robert :-)
      Thanks for your reply!
      Actually myself is not following Suncorp’s Facebook page until I found it since the contents weren’t really attractive to me :-) I believe that they should spend more time and put some effort on making their contents or posts appealing to the target audience and make viral distribution to happen :-)

  3. Pingback: Social Networking Strategies for Recruitment « e2karen

  4. Great post Edie.
    I liked your 3 strategies.
    As per Strategy 1.Make social presence attractive to target candidates, I believe when companies demonstrate interest in some candidates and pro-actively contact them, which will be a good motivation and show that the company is really interested in their skills. Well, that would be attractive to me if a company like Suncorp contacted me because they liked my Linkedin profile for example :)

    In my view, Strategy 2(Make viral distribution happened) and strategy 3 (Build up and maintain the relationship with online connectors, mavens and salesmen) are strongly correlated, as the connectors will be main point for viral distribution. Perhaps, we can consolidate 2 and 3 in one single strategy. What do you think?

    Charles
    (https://charlestontelles.wordpress.com)

    • Hey Charles :-)
      Yeap I can’t agree with you more about the company should take the initiative in recruiting highly competent candidate by actively screening possible candidates through social media platform such as LinkedIn. Just like I mentioned in previous reply, even the company shows interest in potential candidates and even decide to hire them, the candidates may still change their mind after comparing Suncorp with other competing companies. So it is more crucial about how to make Suncorp’s culture and working at Suncorp more competitive and attractive to those candidates.

      As for the consolidation of Strategy 2 and 3, I personally regard them as two different strategies since each of them has different target audience and method to achieve different goals. Strategy 2 is targeting wider range of potential users or customers who may be friends of connectors, mavens or salesmen in the system while Strategy 3 is focusing on those three types of users and how to enhance the relationship between them and the company to further maximize the benefit they can generate, reach a win-win situation.

      Cheers

  5. Pingback: How Social Media fits in the Enterprise? « charlestontelles

  6. Hey Edie
    Excellent post.
    I enjoyed reading it, very informative & easy to read.
    However, I think when we recommend or suggest a strategy we need to elaborate more on know-How as well specially for our current case study. You raised Google case and it was great idea and I think if we can get recently detailed academic or industrial reports that will be great.
    Don’t you think?

    Cheers

    • Hey Abdul :-)
      Thanks for your invaluable feedback!
      Yeah I agree with you about the suggestion that we may need to include more academic or industrial results for our proposal as they make our arguments more convincible and attractive to our readers and customer (Suncorp) since they can refer to the successful stories or existing reports , even all the case studies may not guarantee a total success, it still help the target audience to understand possible benefits, risks, challenges and outcomes of launching our proposal.
      Cheers

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