general breakout session: social media recruiting panel – social media now what? clint philp,...
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© 2012 Shoppers Drug Mart. All rights reserved. Unauthorized duplication or distribution in whole or in part via any channel without written permission strictly prohibited.
October 8, 2013
Clint Philp, Manager, Employer Brand and HR Social Media
GETTING SOCIAL AT SHOPPERS
WHERE TO START?
Ask:
What is currently happening?
What are we trying to accomplish?
How would this drive business objectives and outcomes?
How are we better served by sharing and collaborating?
Who is the audience? Is this information that can be made public?
Then:
Start Small Talent Acquisition
Think Big All Employees
WHAT DID WE SEE HAPPENING?
Store employees personal behaviour
EMPLOYEES NOT SO POSITIVE PUBLICLY
WHAT DID WE SEE HAPPENING?
Associate Owners
100+ independent pages, inconsistent branding/response
Concerns over who was managing - lack of awareness/control
Phase 1:
Audit, Objectives, Training, Governance
Recruitment – metrics, training Phase 2:
Hiring Manager Pilot
Central office employee awareness rollout – video, communication, Ongoing – lunch and learn
Phase 3:
Partnering with Marketing
Store toolkit, templates and awareness rollout – video, communication
OBJECTIVES FOR SOCIAL MEDIA AT SHOPPERS
1. Guide and protect Associates and their employees in Stores and employees at Central office
2. Sustain, protect and strengthen all facets of the Shoppers Drug Mart/Pharmaprix brand (consumer, employer)
3. Leverage our networks to help the Shoppers Drug Mart/Pharmaprix network succeed
CHALLENGES TO EFFECTIVE SOCIAL MEDIA USE
1. Compelling Content
Social media is a conversation
Conversation is around a topic (content)
Creating compelling content to engage an audience takes time, money and resources
2. Willingness and Ability to Respond Publicly Social media is a medium for
two-way communication
Speed and a response is expected to questions or concerns raised
Time is required to monitor channels, and reply with the right message
SOCIAL MEDIA POLICY
Necessary
Outlines expectations, consequences
Provides guidance
Doesn’t have to be how you train it
Resources:
http://socialmediagovernance.com/policies.php
www.socialmedia.org
Your network
SOCIAL MEDIA AWARENESS
SOCIAL MEDIA AWARENESS
PERSONAL BRAND DAY
Internal Profile
External Profile
Awareness of Settings
Encourage sharing the right things publicly
STORE SPECIFIC TOOLS
MEASURE WHAT MATTERS
Understand everything affects the brand
Quantitative: Understand difference between Activity, Outcome metrics
Visitors, Apply starts by Source
Source of Hire
Qualitative: Glassdoor, Indeed, Ratemyemployer.ca reviews and sentiment