Faut-il faire du recrutement 2.0 pour recruter ou pour faire parler de sa marque employeur, ou les deux?

Excellent article de Laurent Brouat sur l’état des lieux du recrutement 2.0, qui pose la question suivante: l’objectif du recrutement 2.0 est-il de recruter, ou de donner de la visibilité à la marque employeur? Comment sa performance est-elle évaluée? En fonction d’un seul de ces objectifs, ou des deux?

Je vous invite aussi à lire les commentaires très intéressants sur le blog de Laurent: Job 2.0

Le débat est lancé, la question est là…Aujourd’hui en terme de sourcing, les réseaux sociaux sont encore limités. Chiffres à l’appui, les jobboards et la cooptation représentent l’essentiel des embauches en entreprise. Et si finalement le recrutement 2.0 n’avait que des avantages sur le plan marketing ?

Quelle réalité ?

Plus j’analyse et j’observe les chiffres, plus je m’interroge sur les conséquences réelles des réseaux sociaux sur le recrutement. Les dernières études continuent de renforcer le fait que Jobboards et cooptation sont les principales sources de recrutement. Les réseaux sociaux ne représentent rarement plus de 5-10% des embauches (dans le meilleur des cas) malgré les investissements relatifs. Mais surtout les effets des réseaux sociaux sont extrêmement difficiles à mesurer…

Les jeunes diplômés vont encore sur les sites carrière…quand ils sont diplômés. L’autre jour, un responsable recrutement d’une entreprise du CAC 40 me rapportait sa déception devant la non préparation des jeunes diplômés quand ils viennent en entretien alors qu’en « googlant » le nom de l’entreprise, ils auraient assez d’information pour bien se préparer (et même de l’information que l’entreprise ne contrôle pas!). Ce sont autant de preuves que la réalité terrain est bien différente de tout ce dont on parle.

Finalement recruter sur les réseaux sociaux serait avant tout un argument marketing comme me l’a dit un client. (“tu sais Laurent, même si mes consultants utilisent plus les réseaux sociaux, j’y vois principalement un argument commercial, on montre à nos clients que l’on forme nos consultants aux nouvelles techniques de recrutement!”)

Alors quels sont les effets ?

D’abord les réseaux sociaux sont un formidable outil de communication…pour atteindre les cibles plus jeunes et montrer une image actuelle, moderne.

« je recrute sur les réseaux sociaux donc je suis moderne »

On communique plus que l’on ne recrute en quantité sur les réseaux sociaux…pour le moment.

Et du coup, des gens comme moi font des études de cas et font la promotion des ces entreprises.

Et recruter sur les réseaux sociaux tient aussi de l’investissement à long terme (comme je l’avais expliqué dans un article précédent) où la conversation a remplacé la distribution.

Deuxième avantage important c’est le référencement que les réseaux sociaux apportent pour le site carrière, les annonces ou toutes initiatives RH (événements). Le taux de clic sur les petites annonces Twitter est étonnamment élevé comparativement avec d’autre médium (j’avais cette conversation avec un professionnel du recrutement qui me signalait l’autre jour qu’il avait en moyenne entre 40 et 60 clics pour ses offres dans le BTP sur Twitter).

Troisième avantage, c’est la réputation. Au niveau le plus basique, créer des profils ou du contenu permet de contrôler ce que les autres voient de soi..en tout cas ce qu’ils voient dans les premiers résultats.

Marketing, communication, référencement, autant d’avantages pour les entreprises à utiliser les réseaux sociaux…et on parle toujours de marketing et de réputation mais peu de recrutement tel quel.

La grosse difficulté du recrutement 2.0, ce sont les “metrics”

Les outils de mesure rassurent. Et la problématique est que toute stratégie de recrutement qui intègre les réseaux sociaux intègre aussi des outils de mesure mais mesurer ces initiatives reste encore difficile voir impossible. C’est un serpent qui se mord la queue… car les entreprises ne jurent que par les « metrics » mais en même temps les « metrics » dans le recrutement restent limités et surtout leur validité est largement remise en question (génération de trafic, marque employeur impactée par les réseaux sociaux…).

On parle aussi beaucoup de communautés de talents…mais qu’en est-il réellement ?

Beaucoup de groupes Viadeo ou Linkedin gérés par les entreprises ne sont que des cimetières d’articles où les entreprises ont investi pour monter des comités éditoriaux mais qui n’arrivent pas réellement à interagir avec les candidats potentiels.

La vraie conclusion ?

La vraie conclusion pour moi est que les entreprises qui investissent dans les réseaux sociaux sont les entreprises qui ont des c___ (excusez moi l’expression). Car c’est un pari sur l’avenir…même si il parait évident que le recrutement se fera de plus en plus en mode social.

Ces personnes dans ces entreprises qui ont des c____ doivent défendre des paris sur l’avenir en montrant que les réseaux sociaux, au-delà de leurs effets (limités) à court terme, donneront des résultats à moyen terme. Et tout ça sans des “metrics” bien définis et gravés dans la pierre.

La vraie conclusion aussi est qu’il ne faut peut-être pas donner autant d’importance aux « metrics » et donc l’accepter c’est aussi lâcher un peu de contrôle.

« Je recrute sur les réseaux sociaux, donc je suis moderne » est-il vraiment le mantra du recrutement 2.0 aujourd’hui?

(quand image et marketing sont les 2 arguments principaux pour passer au recrutement 2.0).

ABOUT THE AUTHOR: LAURENT BROUAT

Laurent est consultant en stratégie de recrutement innovant pour Link Humans cabinet de conseil basé à Paris et Londres. Il conseille et forme les entreprises sur leur recrutement 2.0 et marque employeur (Utiliser Linkedin, Viadeo, Twitter, Facebook dans le recrutement). Il enseigne à Reims Management School, les RH et les réseaux sociaux et a co-fondé TruParis et RMS conférence.

6 Applications LinkedIn Pour Enrichir Votre Profil

Vous êtes sur LinkedIn ? Pensez alors à vous connecter à mon profil Linkedin pour recevoir le meilleur des actualités relatives à cette plateforme ! Merci.

Savez-vous qu’il est possible d’ajouter des applications Linkedin à votre profil pour l’enrichir et ainsi vous démarquer de vos concurrents ? En effet, Linkedin propose 14 applications parmi lesquelles 6 qui me semblent vraiment pertinentes pour mettre avant un profil.

L’installation des applications est relativement simple. Il suffit par exemple de cliquer sur « modifier mon profil » puis de vous diriger en bas de votre profil afin de cliquer sur le lien « ajouter une application ». Choisissez ensuite les applications qui vous conviennent.

Le catalogue complet des applications se trouve toutefois à l’adresse suivante : http://learn.linkedin.com/apps/#events

1. WordPress

L’application WordPress vous permet de connecter votre blog WordPress à votre profil Linkedin. Ainsi, à chaque fois que vous publiez un nouveau billet sur votre blog, il apparaît également sur votre profil LinkedIn. Vous pouvez ainsi rediriger du trafic de Linkedin vers votre blog ou renforcer votre expertise aussi auprès de votre réseau Linkedin.

Il est bien sûr fortement recommandé d’ajouter un blog en relation avec votre activité professionnelle afin d’accentuer la crédibilité de votre profil Linkedin.

2. Slideshare

Slideshare est le service le plus utilisé pour partager des présentations sur Internet. L’application Slideshare sur LinkedIn autorise donc l’intégration de vos présentations Powerpoint, OpenOffice et Keynotes à votre profil.

Slideshare supporte aussi des documents, des pdfs, des vidéos (payant) et des webinars (payant). Il existe cependant une astuce pour uploader sur votre profil Linkedin une vidéo via Slideshare sans avoir de compte pro. Et c’est ce que je vous montrerai dans un prochain tutoriel vidéo.

3. Google Docs

L’application Google Docs pour Linkedin rend possible l’ajout des documents de votre compte Google Docs sur votre profil. Vous pouvez donc insérer des textes, des tableaux, des présentations, des formulaires, des images et des vidéos.

Note : certains utilisateurs rencontrent depuis plusieurs mois des difficultés pour ajouter une vidéo sur LinkedIn via l’application Google Docs. Difficile de dire s’il s’agit d’un problème de LinkedIn ou de Google Docs. Espérons que le problème sera résolu rapidement.

4. Box.net

Box.net est un service de stockage et de partage de fichiers qui permet d’héberger gratuitement jusqu’à 5 go de données. Vous l’avez compris : l’application Box.net pour LinkedIn est idéale pour ajouter des documents (livres blancs, plaquette de présentation, vidéos etc …) sur votre profil que les membres pourront télécharger.

5. Events

L’application Events est utile pour indiquer à votre réseau professionnel les évènements (salons, conférences, séminaires etc …) où vous serez présent en tant que visiteur, intervenant ou organisateur.

Selon le cas, elle participe ainsi à la construction de votre image personnelle et/ou confère à votre profil une image dynamique. D’une manière générale, l’application Events facilite la mise en relation des membres Linkedin lors d’évènements physiques.

6.Reading List by Amazon

L’application « Reading List by Amazon » est utilisée pour mentionner quels sont vos livres favoris. Vous pouvez rédiger une critique, découvrir les recommandations de votre réseau et accroître le nombre de vos relations en fonction d’intérêts communs. Si vous êtes l’auteur d’un livre, elle me paraît particulièrement pertinente pour mettre en valeur ce statut.

Note : il est également possible d’indiquer les livres dont vous êtes l’auteur via le module « publications ».

Pour plus de nouveautés sur Linkedin, merci de vous abonner à la newsletter du blog ou à son flux RSS. Si vous trouvez cet article intéressant, vous pouvez participer à sa diffusion en utilisant les boutons de partage situés ci-dessous

Au sujet de l’auteur

Isabelle Mathieu est consultante social media et accompagne des entreprises dans le développement de leur stratégie e-marketing. Vous pouvez la retrouver surFacebook, Twitter, Google+, LinkedIn et Viadeo.

Moneyball and the HR Department: the age of big data

The human resources department is known for being touchy-feely, but in the age of big data, it’s becoming a bit more cold and analytical. From figuring out what schools to recruit from to what employees should be offered flexible work arrangements, data analytics are helping HR professionals make more informed decisions.

European Pressphoto Agency

Jonah Hill in a scene from ‘Moneyball’.

The success of Oscar nominated film Moneyball isn’t hurting either, said James Raybould, director of insights at LinkedIn. The movie, based on the Michael Lewis book, tells the true story of Oakland A’s General Manager Billy Beane. Using statistical analysis, Beane was able to recruit undervalued baseball players and lead his underfunded baseball club to the playoffs.

“We’re seeing a lot of companies actually aspire to that movie,” he said last week during a panel on big data at the Impact 2012: The Business of Talent conference convened by consulting group Bersin & Associates. “How do I make Moneyball for HR?”

Capital One, the credit card company and bank, has automated data reports on employee attrition, headcount and promotions. It is also beginning to analyze the characteristics of its most successful employees, like what schools they went to and what their majors were, said Mark Williams, statistical analysis manager for workforce analytics at Capital One. “Now we’re going back through resumes and creating a lot of that data,” he said.

In the wake of the financial crisis, when the compensation structure of many banks were criticized for incentivizing excessive risk-taking, Williams has also been asked to do an analysis of how pay is linked to sales performance.

“We do risk very well; we don’t lend to people who won’t pay us back…. Part of that is we have really good governance over our credit models; we have a staff of statisticians and that’s their job,” he said. “What I’m looking to do is a very similar thing in creating a governance process around some of the risk metrics for compensation.”

The big data revolution is just beginning to penetrate the HR industry, said Josh Bersin, chief executive and president of Bersin & Associates. Some companies have a progressive view of how data analytics can help their HR departments. Most don’t. “Of the companies we talk to, five to 15% are very sophisticated at analyzing people data,” he said.

At Luxottica Group, the Milan-based eyeglasses conglomerate, data analytics have disproven assumptions about gaps within the company’s recruiting strategy, said Sean Dineen, vice president of talent management and organizational development.

The data showed it took an average 96 days to fill a position with an external candidate. The management team believed that the company’s recruiters acted too slow, but a statistical analysis found hiring managers dragged their feet about making decisions about who to hire, Dineen said. It now takes the company 46 days to hire external candidates.

Luxottica, the parent company of brands like Ray-Ban and Oakley, is also using analytics to see how well it is does in promoting its best employees. “Are we actually moving high potential people?” he said. “Why is this person [who rates highly] in the way we evaluate talent in the same job they were four years ago?”

Joseph Walker covers technology for FINS.com, The Wall Street Journal’s jobs and career website.

McKinsey on how your company can use social media

In this month’s McKinsey’s Quarterly Newsletter, we aim to sharpen your thinking about blogs, wikis, mobile apps, Web forums, and the like.

“Demystifying social media” shows how executives can shape the consumer’s purchase decision by harnessing these new platforms.

Several consumers share their experiences, and three McKinsey partners provide advice on how companies can draw on social media to build brand loyalty, in the video “Making sense of social media,” on mckinsey.com.

“A social journey” interactively demonstrates why marketers should use such techniques at every stage of the consumer’s purchase process. “Understanding social media in China” shows that despite vast differences between this market and those of the West, the ingredients of a winning strategy are familiar.

Finally, review the results of the recent live Twitter conversation hosted by McKinsey partners David Edelman and Hugo Sarrazin on using social media to shape consumer decision making (available on Storify).

27 LinkedIn Social Media Marketing features you can start using today to promote your business

Harry Gold  on ClickZ

In 2010 when LinkedIn finally launched company pages, I wrote a breakdown of all the things you could do with your page in the column, “Set Up Your New LinkedIn Company Page.” A lot has changed since then and the list of free and paid marketing and media opportunities on LinkedIn has grown significantly.

So with the help of Sarah Mitus (one of our agency’s social media specialists who helped with the research and images for this column) we are going to share an update and breakdown of all the things we think you can do to promote your business or brand on LinkedIn. Of course if we left something out please comment and let us know! We have broken down the tactics and features into free and paid categories that businesses (or their advocates) can use to promote their brands, products, and services.

Free LinkedIn Features for Businesses and Brands

1. Create your profile: Consider your LinkedIn page as a sort of Facebook fan page for your company on LinkedIn. To start your company page, go to LinkedIn.com/company/add/show. Once you have admin access to your company page, begin by filling in the appropriate information on the Overview tab. Incorporate SEO keywords as often as possible in the written description and specialties section of the tab.

2. Set up a Products/Services tab: The Products and Services tab on LinkedIn allows a business to showcase what it provides to its customers. Besides creating a full list of products and services, including an image, description, key features, product URL, company contact, and video, a company can create a featured products and services list to highlight its core products. The Products and Services tab has a few purely visual elements, too, including three images to feature at the top of the page, and a YouTube video on the bottom right. To learn more, visit Marketing.LinkedIn.com/get-started.

3. Encourage people to recommend your products: A great feature of the Products and Services tab brings peer recommendations to the forefront. When on a company’s Products and Services tab, users see any recommendations a product/service has, beginning with recommendations from people in the user’s extended network. Much as reviews would influence shoppers on an e-commerce site, users are likely to express more interest in this product or service from knowing one of their connections endorses it.

4. Check out your page’s analytics: As an admin of a company page, you’re able to see analytics behind the number of visits and the people who visit your page. Analytics include numbers for your company for page views, unique visitors, clicks on the Products and Services tab, members following your page, and the types of people who visit your page. Learn more at Marketing.LinkedIn.com/deepen-relationships.

5. Alter Products/Services pages by demographics: After you create a generic Products and Services tab, consider creating alternative pages for different demographics. LinkedIn gives company page admins the ability to show targeted Products and Services pages to specific user/industry segments. These segments can be chosen by job function, industry, seniority, and/or geography.

For example, our agency shows a different Product or Services tab to someone who is in the marketing field than someone who is not. This enables a business to specifically target a user based on a defining characteristic, proving relevant as soon as the user clicks on the tab, much like a landing page does in a search campaign.

6. Post status updates: These updates appear in users’ feeds on LinkedIn if they are following a company. Updates provide a way for users to interact with a company, and for a company to potentially gain exposure within its followers’ friends’ feeds.

This is important. Status updates, when updated at least once a day, provide a potential place for paths to cross between a LinkedIn user and a company. If a company does not post status updates, the likelihood of a follower visiting your page frequently is low to nonexistent. Post status updates to ensure you’re top of mind with your LinkedIn followers. For more information, visit here.

LinkedIn recently announced that all companies will soon be able to target their status updates title, industry, or company size. For information, visit here.

7. Add a LinkedIn share button to site content: Encourage users who visit your site and/or blog to share what they read on LinkedIn. Adding a share button, much as a company would a “Like,” “Tweet,” or “+1″ button enables users to easily share from your site.

8. Add a LinkedIn follow company button to your site: On February 27, LinkedIn released a “Follow Company” button to put on your site. This gives users the ability to follow a company directly from its site if they are logged in to LinkedIn. The button can include the number of followers the company has, or just the follow button itself. Learn how to install a LinkedIn follow company button to your site here.

9. Promote your page on other social channels: Encourage users on other social sites to become a part of your LinkedIn community. Post status updates and tweets encouraging users to follow you on LinkedIn as well.

10. Promote your page in an email: Much as you would any other social network, promote your LinkedIn page in an email to encourage people who already have an interest in your company to follow you for more company and industry news.

Free Opportunities for Individual Business Advocates and Employees

Employees and advocates of brands help bring a face to the company on social media platforms. There are some things companies cannot do on LinkedIn, but individuals can do as a representative of a company.

11. Encourage employees and advocates to follow your page: As part of your community, employees and advocates should be in tune with your company news and social media efforts, LinkedIn included. Employees and advocates should follow your company on LinkedIn not only to stay on top of company news, events, and webinars, but so that they can easily share this information with their network.

12. Set up and manage groups: Individuals can create and manage groups about specific topics relevant to a business in order to establish each individual as a thought leader, and to provide additional exposure for the company. Learn more here.

13. Join groups: Because companies cannot join groups, it is wise to have individuals from your company join groups about your company and industry. When employees and brand advocates participate in groups, posting discussions and questions, they further increase the reach of your company.

14. Create a poll within groups: Creating an easy-to-answer poll within a group provides a way to receive quick engagement with a question. This question can be used strictly for engagement, to gather information about group members, or to learn what the group would like to discuss.

15. See group analytics: Whether you are a member or owner of a group, you can view analytics to better understand the demographics of your group members and the growth and activity happening in the group.

16. Recommend products: Employees, brand advocates, and even clients can recommend your company’s products and services on LinkedIn. When this occurs, users in these brand evangelists’ extended networks will see a relevant recommendation when they visit the Products and Services tab of your LinkedIn company page.

17. Post a question: Users are able to ask questions of their networks and ultimately the entire LinkedIn network by visiting LinkedIn.com/answers. Again, this brings more exposure to your company when an individual of your company is seen on the Questions page.

18. Answer a question: In addition to asking questions, employees and advocates should also answer them. This will establish the individual as a thought leader and bring other LinkedIn users to your company page should a user click on the employee answering the question.

Paid LinkedIn Opportunities

A business is able to increase the exposure of its brand and company page by using LinkedIn’s paid features. Paid features include the Careers tab and LinkedIn Marketing Solutions, which enable a brand to bring ads to its target audience by targeting by profession, seniority, industry, company size, geography, and/or education.

19. Post jobs: Because many people use LinkedIn to search for jobs and prospective companies to work for, a company may use paid features to enable the Careers tab. Posting a job on LinkedIn creates a generic Careers tab displaying all LinkedIn job posts created by that company. Each LinkedIn job post incurs a fee, but the cost varies based on location and amount of posts purchased. In order to post a job, click on the Jobs tab directly from your LinkedIn home page or learn more here.

20. Careers page: Another more costly feature is a personalized Careers page, a $10,000 or $20,000 expenditure, for a customized look. For some examples, check out Microsoft, Google, Fidelity Investments, and Louis Vuitton to understand what this Careers page looks like, and the value that it brings in acquiring new employees. If you’re interested in doing this for your company, or if you would like more information, visit here or contact a LinkedIn representative who can explain the benefits and costs associated with each option more in depth.

21. Display ads: Display ads on LinkedIn may appear in multiple shapes and sizes, and much like display ads on other networks, help to increase brand awareness. Display ads can appear on the side of a LinkedIn page in a square or column, or on the bottom as a row.

22. Text links: Text links appear at the top of each page, underneath the navigation bar. They tend to blend into the surroundings and can appear to be part of the site, sometimes appearing as a recommendation from LinkedIn. Start a text ad campaign by visiting LinkedIn.com/ads/start.

23. Content ads: Content ads allow you to stream multiple content types through a customized, tabbed module. Through this advertisement type, a business can deliver multiple types of timely, engaging content, such as a video, Twitter, or RSS feed, in one streamlined unit. For more information on what you can accomplish through a content ad, visit here.

24. Social ads: Social ads are advertisements that encourage users to interact with your brand on LinkedIn. Social ads include options to encourage users to follow your company, leverage recommendations, or join a group. Learn more about social ads as part of LinkedIn’s marketing solutions here.

25. Sponsored polls: Receive interactive and relevant feedback from industry leaders. As a company, you can create customized, brand-relevant questions and conversations and use this information not only to engage with the LinkedIn community, but also to learn more about your target consumer.

26. Featured Questions: Ignite conversation in answer categories by utilizing Featured Questions. Get answers and gain exposure with your target audience of knowledgeable and active professionals. Learn more here.

27. Event sponsorships: Drive awareness and attention to an event posted on LinkedIn by using this marketing solution. Increase attendance by helping relevant LinkedIn users in your geographical area and industry find your event. Learn more by viewing LinkedIn.com/events.

Getting Started

If you want to get started on some of these tactics, a good place to start is on LinkedIn’s FAQ page. To learn more about its paid opportunities, visit its Marketing Solutions page. I hope you found this breakdown of LinkedIn opportunities helpful! Again, if we missed anything please post it in the comments sections.

Should you have a Social Media Policy?

Original post by Adriana Costello on LinkHumans

Writing a social media policy can be like walking on eggshells. It is a potentially overwhelming process with many things to take into consideration, from legal matters to employees’ perceptions of privacy. There are certain best practices to keep in mind when drafting your company’s social media policy: it should be comprehensive, without being too broad, and must be readily understood by all employees. Below are some guidelines and examples to help you get started on writing your own policy.

With the increasing use of social media in both our business and personal lives, it is more important than ever for companies to protect their reputations. There are several issues of importance to any company when it comes to social media use, including productivity, privacy, and host of legal matters. Therefore, organisations of all sizes, across all sectors, should seriously consider developing a formal social media policy. At the very least, a formal policy should serve as a reminder for employees to use common sense when it comes to social media, and to remind them that their online activities can have consequences for the entire organisation.

The Human Rights Act 1998 provides a ‘right to respect for private and family life, home and correspondence.’ Relevant case law surrounding the Human Rights Act indicates that employees have a reasonable expectation of privacy when it comes to separating their private lives from the workplace.

The Regulation of Investigatory Powers Act 2000 has implications for the extent to which employers can monitor or record communications that take place through the company’s networks. There are only two conditions under which an employer may lawfully intercept communications: 1) there is reasonable belief of consent on the part of the sender and recipient, or 2) the employer does not have consent, but is acting in order to protect their business, comply with financial regulations or prevent crime.

According to the Computer Misuse Act 1990, it is an offence to use a computer to gain access to data you are not authorised to use. This means employers should not have access to employees’ personal social media accounts.

An emerging issue regarding the use of social media for business is the question of who owns social media accounts and the contacts that are gathered as part of a social network – the employer or the employee? Generally speaking, an employer may not claim an employee’s social media contacts (i.e. LinkedIn contacts, Facebook friends or Twitter followers) when the employee leaves the organisation. It is possible that the answer to this question may be slightly different if the employer, rather than the employee, sets up the account, or if the employee is instructed to create a corporate-branded profile for business purposes (i.e., @CompanyXYZ_John). Regardless, employers who wish to claim ownership of social media accounts that employees use should assert this well in advance as part of a formal social media policy.

A corporate social media policy should be written with these regulations in mind, and should only include those aspects specifically covered by the law. Making a social media policy too broad, violating any rights that employees should have, can be very damaging for an employer.

Social media policies come in different shapes and sizes. They can either be a small section in your company’s employee handbook or a lengthier stand-alone document. There are some things to keep in mind when crafting your social media policy, including the size of your organisation, company culture and nature of your business. Any well-written policy should be clear and concise, with easily understandable language free from legal jargon.

• Introduce the purpose of social media as part of your corporate strategy, be it in terms of marketing, recruitment or employer branding.
• Add value – when employees publish work-related social media content, they should provide useful information or insight that is relevant to the business.
• Employees should be prohibited from sharing confidential and proprietary information online.
• Responsibility for content – employees should know to exercise good judgment and be prepared to deal with any consequences that result from inappropriate actions or statements online.
• Authenticity is key – users of social media should clearly identify themselves by name, and when relevant, position and company.
• Keep your audience in mind – before publishing any content, employees should ensure they are not alienating readers that may be current clients, potential clients, or past/current/future employees.
• Productivity is essential – social media efforts can only be successful if employees find a proper balance between social media and other work.
• Remember to keep it simple so that everyone can easily understand the policy.

Intel has done an excellent job crafting Social Media Guidelines that are easily understood by employees, separated into 3 Rules of Engagement: disclose, protect and use common sense.

Coca-Cola’s Online Social Media Principles effectively convey the organisation’s vision and strategy surrounding social media use for business purposes. Their 5 Core Social Media Values are transparency, protection, respect, responsibility and utilization.

BBC clearly kept the reader in mind when drafting their Guidance for Social Networking. A Summary of Main Points in the form of a bulleted list ensures that employees will grasp the most important elements of the policy.

IBM employees actually helped to create the company’s Social Computing Guidelines, which are continually under review as online social tools evolve.

The UK Civil Service provides a colorful, reader-friendly document titled Engaging Through Social Media, which includes an introduction to social media, guidance for various kinds of employees and resources for further information.

Ford Motor Company’s Digital Participation Guidelines are centred on 5 core principles: honesty about who you are, clarity that your opinions are your own, respect and humility in all communication, good judgment in sharing only public information and awareness that what you say is permanent.

Perhaps the most innovative and ‘user-friendly’ social media policy I’ve seen comes from Edmunds Inc, owner of websites built to inform automotive consumers and enthusiasts. Their unique social media guidelines, referred to as Edmunds’ Rules of the Road, are in the form of a welcoming infographic that provides clear, comprehensive and concise information for employees while successfully representing the Edmunds culture.

Does your company have a policy in place? Do your employees understand it? Please let us know in the comments!

 More examples can be found under socialmediagovernance.

Médias sociaux et vie professionnelle: état des lieux

L’usage des médias sociaux, a fortiori par le biais des mobiles, change radicalement la donne en entreprise. À tel point qu’il en devient une préoccupation grandissante des employeurs et des annonceurs. État des lieux en 10 points:

- Interdire ou contrôler leur usage comporte le risque de se priver de leurs avantages.

- Vie privée et vie professionnelle ne correspondent plus à des plages définies dans le temps. On demande aux employés de répondre à leurs e-mails en vacances. Ces derniers trouvent donc normal de consulter Facebook au bureau.

- L’e-mail disparaît progressivement devant Facebook ou Twitter qui deviennent les outils de communication et d’information primaires.

- Les plus jeunes partagent volontiers l’information, et par conséquent celle qui concerne leur employeur. La « privacy » est un concept dépassé.

- L’utilisation des médias sociaux rend la protection de l’information quasiment impossible, alors que les obligations en termes de protection de l’information se sont renforcées. Saviez-vous que 3% des notebook et 10% des clés USB appartenant aux entreprises se baladent dans la nature?

- Les solutions passeront par l’apprivoisement des nouveaux médias tant des aînés (ouverture) que des plus jeunes (limites).

- Le code de conduite doit être revisité en tenant compte des aspirations des plus jeunes à cette nouvelle forme de communication « ouverte ».

-  Le défi nécessite une approche multidisciplinaire: les départements Legal, HR et Sécurité IT doivent travailler ensemble pour accoucher de procédures adaptées.

- C’est en impliquant la génération Y elle-même qu’on trouvera les solutions.

- Il faudra du courage pour faire le choix de l’ouverture de son entreprise aux médias sociaux, car il faudra faire confiance. Une tendance pourtant inéluctable…

TruParis: rencontre autour des nouveaux métiers du recrutement web 2.0

Une non-conférence: qu’est-ce que c’est? A quoi ça sert? Imaginez-vous partager vos expériences avec d’autres personnes passionnées et multiplier par 10 le nombre de contacts que vous pourriez avoir lors d’une conférence de format traditionnel. La non-conférence organisée par LinkHumans en janvier dernier à Paris est une première du genre.

Intéressés? Regardez la vidéo réalisée par LinkHumans: Vidéo TruParis

Employer Branding et réseaux sociaux: pratiques et chiffres

Excellent compte-rendu de Laurent Brouat sur  le Blog recrutementmediassociaux.com qui a le mérite de nous donner quelques chiffres et quelques pratiques en interne.

Personnellement, j’ai été très surprise de voir que BNP Paribas encadrait la pratique des recruteurs en leur demandant, dans un charte déontologique, de ne pas Googler les noms des candidats. C’est à la fois refuser de reconnaître une pratique de sourcing devenue monnaie courante, et suppose que l’on puisse faire une mauvaise utilisation de ces données. Un recruteur n’est-il pas sensé disposer des qualités qui lui permettent de faire le tri? De plus, chacun est responsable de ce qu’il poste sur le web.

Vos réactions/retours d’expérience sur ce sujet?

Philippe Torres nous a présenté l’étude IFOP sur les « ambassadeurs collaborateurs »…Aujourd’hui ¼ des entreprises ont une charte sur les réseaux sociaux pour encadrer la prise de parole des collaborateurs (et quasiment toutes les entreprises du CAC40). Et si l’entreprise est attaquée sur les réseaux sociaux, 43% des personnes seraient prêtes à prendre la parole…Et à la question, « seriez-vous prêt à défendre votre entreprise ? » 84% ont répondu OUI sur un site institutionnel et à 80% OUI sur les réseaux sociaux. Ce chiffre est assez rassurant pour les entreprises.

Un salarié fier de son entreprise est donc prêt à défendre son entreprise sur les réseaux sociaux.

Communiquer sur les réseaux sociaux = une logique individuelle !

Puis Valérie Jeanne-Perrier, (maitre de conférence) nous a rappelé un fait bien utile : la logique de communication sur les réseaux sociaux est avant tout une logique individuelle et relève de la « performance médiatique ». Et donc pour une entreprise, il y a plusieurs enjeux :

• Ré-internaliser la trajectoire individuelle dans l’entreprise (réintégrer dans l’entreprise des initiatives individuelles tout en conservant leur spontanéité et fraicheur).

• Proposer des rôles d’ambassadeurs aux salariés qui en ont vraiment envie car Valérie Jeanne-Perrier a bien insisté sur cette frange de salariés qui ne mélangeront jamais (ou qui mettent une limite claire) vie privée/vie professionnelle et donc ne leur parlez pas de facebook et l’entreprise par exemple.

Et les non-cadres ?

Premier point important: la question du collaborateur-ambassadeur concerne principalement….les cadres et que les non-cadres restent un peu les parents pauvre du sujet. Et heureusement, Alexis Bernard nous a cité de beaux exemples impliquant les salariés de la SNCF…et notamment lors du « fameux » changement d’horaire de la SNCF qui a généré près de 1500 questions dont près de 900 ont été répondues par de « bons samaritains » salariés…

Collaborateurs – ambassadeurs = accompagner et non contrôler !

Le vrai enjeu est donc de transmettre des bonnes pratiques à ces salariés qui communiquent sur les réseaux sociaux sans chercher à les brider…il doivent garder leur mots à eux et de la façon dont ils veulent.

La BNP Paribas a crée de son côté Backstage une plateforme d’échange entre collaborateurs et candidats qui auraient des questions spécifiques…le collaborateur a une vraie liberté sur la réponse (même si BNP Paribas a une certaine peur du risque comme toute bonne banque).

Par contre, Carole Sottel a insisté sur le fait que les recruteurs de la BNP Paribas avaient signé une charte de déontologie leur demandant de ne pas « googler » leurs candidats…mais cela ressemble plus à une déclaration d’intention car tout le monde connaît la généralisation du googling pour les recruteurs et au lieu d’y résister (ou de le chartiser) mais plutôt l’accepter en donnant les bonnes pratiques.

 

The new Facebook Timeline offers great opportunities for Employer Branding

Whilst it will take some time and resources to adjust to the new Facebook timeline scheduled for March 30th, I believe it offers great potential from an employer branding perspective: interactions, and above all, the possibility to make your brand look and sound very human to your audience.

Here is a selection of tools and examples for inspiration, from an article published by Christel Quek on Social Media Today. I personally love the Coke and Amex examples: sleek design, clear messages, and collective participation.

1. Your Brand’s Cover Photo is IMPORTANT!

Cover photos are fantastic ways to engage your fans. Since there’s no longer an option to fix a default landing tab for your brand page, your brand’s cover photo will be the first piece of content your potential fans will see. Coca Cola has used their app, “My Stories” to allow for fan contributions to their current cover photo- in a beautiful piece of fan-sourced piece of art. Make your cover photo a talking point! For example, your brand could set a monthly theme for your Facebook Cover Photo and source for fan ideas to design it.

Great Brand Cover Photos to learn from:

Coca Cola

Fan-sourced images for their cover photo. Visually stunning and certainly captures attention!

Livestrong

Livestrong has done a great job of “differentiating” their Facebook Cover- check out how they’ve linked their cover photo to a thumbnail of their custom application (in this case, the Livestrong Blog)

Ben & Jerry’s

This is a Facebook Cover Photo which pops. How can you not love the Ben & Jerry’s Cows?

 

 

2. Don’t forget about your Brand History

The Facebook Timeline is a fantastic way to tell your brand’s history through a collection of high-resolution images and make them mainstays (click on the star icon) on your timeline. Allow your fans to learn more about your brand right here!

Who’s doing it right:

Coca Cola

 

Coca Cola has a massive brand history and they’re evidently hard at work at populating their Facebook Brand Timeline with content- of great images of past advertising campaigns, and of brand milestones too.

 

Lexus

 

All right, so I’ve a weakness for fantastic cars. Lexus has included updates to their car offerings and a short description of the car featured by the year- something that was certainly more difficult to do with the old profile. You can simply navigate on the right sidebar to check out the cars released by Lexus every year. You can do the same for your brand too!

 

3.  What’s your 3 featured tabs? (Don’t forgot the thumbnail images too!)

 

Once upon a time, fan pages had a left sidebar. They could populate with as many custom tabs filled with custom Facebook applications as they liked. Fans wouldn’t know which tab to focus on if you had numerous custom tabs.

Facebook is now getting brands to focus. While you can still have your Facebook applications as part of your navigation system, you’ve got to pick 3 main applications to feature, right next to your Photos thumbnail. Again, the choices here are limitless- if you’re a brand with multiple applications, pick your poison here wisely. Focus on the essentials applications here which would matter to your fans.

Plus, don’t forget the Thumbnails for your apps. Facebook now allows you to upload custom thumbnails for your apps. Dimensions would be 111 x 74 for each thumbnail image. 

 

Who’s doing it right:

American Express

Here’s the default look

 

 

The three default apps which American Express has on their Facebook Brand Timeline – Promotions, Entertainment, and Careers. The expanded menu has the rest of their applications- ranging from their membership rewards, support program, and videos, etc. Plus, they have great looking thumbnails which are visually appealing.

 

4. Pin your Content and Feature it! 

 

The new Twitter Brand Pages allowed brands to feature a particular tweet on their Brand Page.

Now, you can do the same on Facebook.

You can “Pin” content on your Facebook Brand Timeline and allow it to appear first on top of everything else that’s on your Timeline. Posts that are pinned will be distinguishable by the orange flag on the post, and you can only pin one post at any one time.

You can positively imagine brands salivating at this opportunity. After the Facebook Cover Photo, this is the next best way to reach out to potential fans- possibly an extension with a stronger visual element and a call to action to “Like” the brand’s Facebook Page. 

 

Who’s doing it right:

Starbucks

Coca-Cola

 

So, how are you going to start telling the story of your brand come March 30th?