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Hrvatski zavod za zapošljavanje

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CROATIAN EMPLOYMENT SERVICE IN

SOCIAL NETWORKS

Reputation is a company's greatest asset!

Adriana ĆudinaCroatian Employment Service

Zagreb, 2013


Current Social Media Trends in Croatia

260% Croatian citizens use Internet


EVOLUTION of corporate communication, NOT REVOLUTION!

improve communication with unemployed persons, employers and other CES clients

increase motivation and optimism of unemployed persons during job search

using the “wisdom of crowds”

influence the positive perception of the CES in the eyes of clients and the public as a whole

thinking more about the information that the CES produces and disseminates as well as about the audience which are interested in the information

to be on top of what is going on and align the strategy and the rules of conduct accordingly

WHY SHOULD THE CROATIAN PUBLIC EMPLOYMENT SERVICE BE ENGAGED IN SOCIAL NETWORKS?

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ADVANTAGES

very dynamic and make immediate interaction possible, two-way communication

accessible technology

conversational nature , audience-generated content

immediacy, tone

an excellent tool for good website positioning

DISADVATAGES and POSSIBLE PROBLEMS

possible decrease in efficiency of employees

unauthorized disclosure of confidential information

another channel which needs to be watched in order to prevent hacks into IT system, adding burden to the bandwidth

“First line of defence“, “haters"

working hours (24/7)

Being ready for critics, Insults

entertaining the community, creativity

danger of not obtaining concrete and timely information

constant development and improvement of social networks

ADVANTAGES vs. DISADVANTAGES OF SOCIAL NETWORKS

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job vacancies ads

exercising unemployment entitlements (unemployment benefits, etc.)

employment incentives provided by the CES (vocational training,retraining programmes, co-financing of employment)

career guidance (what school/university course to choose to be able tofind an employment)

counselling (writing a CV, how to behave during a job interview)

What are the CES users interested in?

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The social networks the Croatian Employment Service is engaged in:

Facebook (social network),

Twitter (microblog),

LinkedIn (social network) and

YouTube (content community).

USED TO:

to reach its desire target groups,

as channels to provide and improve services to clients,

reduce burden on info phones or info e-mail ([email protected]),

create database of most frequently asked questions and answers,

build/improve the CES reputation.

SOCIAL MEDIA THE CES IS ENGAGED IN

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mailto:[email protected]


WHY DO WE NEED THIS DOCUMENT?

avoiding possible negative consequences of being engaged in social networks

stipulates how CES employees should communicate in social networks –behaviour in social networks is subject to rules as in real life

all legal acts, rules and contracts apply also in social networks (conflict ofinterest, protection of data, author’s rights, etiquette and ethics

sharing information on business processes with no previous approval fromsuperiors brings greater responsibility

Every employee is personally responsible for any content they post on any kindof social network, so THINK FIRST!

Social Media Policy

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CES FACEBOOK PAGE

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posting status updates regularly

make the plan of updates at least one week in advance

watch the reactions of Facebook users and determine the right rhythmfor posting updates

tool for two-way communication with users, fans

Information on preparation for the labour market, education, labormarket analysis, tips on efficient job search

Apart from obtaining high-quality contents:

posting updates at a certain definite pace

initiating the discussion, asking questions

find out more about users

post video and photo content (YouTube)

CES PRESENCE ON FACEBOOK

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FACEBOOK STATISTICS

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CES TWITTER PAGE

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CES uses Twitter first of all as a channel for two-waycommunication

a micro-blogging service for sharing links and information,various tips, employment measures, reports from relevantevents and the like.

follows users and companies of interest for the CES businessprocesses

assistance to clients and response to requests

share links and contents which might be interesting for ourinteresting groups (even the links of agencies with the similarcore business)

quick response time, free-of-charge

CES PRESENCE IN TWITTER

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CES ON LINKEDIN

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STATISTICS


cannot be used as channel for user support

users use LinkedIn to post their online CVs and connect themselves withpeople or companies

The CES should have the capability of advertising new job vacancies,linking such ads with profiles of employers already present on LinkedIn

CES councelors - browse through profiles of candidates and potentiallyuse this information during the mediation process

participation in groups and group discussions, and sharing job ads withinsuch groups should also be the CES strategy

advisable to introduce the possibility of application to job directly fromthe employee's LinkedIn profile

CES PRESENCE ON LinkedIn

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“Development of Social Networks within CES services” Twinning light project within the Instrument for Pre-Accession Assistance, OperationalProgramme for Human Resources Development 2007-2013

- Starting in December 2013

- Project budget: EUR 240.000,00

Overall Objective(s):

To improve the quality, effectiveness and efficiency of the Croatian Employment Service indelivering services to clients.

Project purpose:

Development of existing social networks within CES and their integration in CES services inorder to enhance capacities in communication towards clients

EXPECTED RESULTS:

existing social networking sites and their integration in CES communication strategyelaborated

CES employees at central and regional level empowered in management of social networksand communication through social networks

Public campaign with the purpose of promoting development of social networking sites andmicro blogging within CES services

PLANS FOR FUTURE DEVELOPMENT

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another step in the evolutionary ladder of communication, complementary to thetraditional communication channels

difference between social networks and other leaps forward in communication isthe IT technology

cannot replace face-to-face communication and work of counsellors with clients

better feedback on its services and improve them accordingly

community is important and it should be built with a lot of patience offline and on-line meeting high standards.

communication and engagement - requires planning, time and patience to becomeeffective

CONCLUSION

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HRVATSKI ZAVOD ZA ZAPOŠLJAVANJECROATIAN EMPLOYMENT SERVICE

Central Office

Radnička cesta 1

10 000 Zagreb

Croatia

www.hzz.hr

THANK YOU FOR YOUR ATTENTION!

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http://www.hzz.hr/

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