Posts tagged ‘social media’

October 29, 2012

Comparaison de l’utilisation des réseaux sociaux pour le recrutement en France, UK, US, Pays-Bas…et la Belgique?

L’étude 2012 HR Beat, récemment publiée par l’entreprise SuccessFactors, et réalisée auprès de 1 500 recruteurs et professionnels des ressources humaines,  relève de fortes différences de taux d’adoption des médias sociaux dans le processus de recrutement entre les pays anglo-saxons, nos pays voisins, et la France, où seulement 28% des professionnels français interrogés communiquent avec des candidats via les réseaux sociaux, les SMS ou Skype, contre 38% en moyenne en UK et plus de 40% ailleurs.

Et en Belgique, qu’en est-il?

October 26, 2012

Reach out to recruiters over LinkedIn! And learn the etiquette :-)

Thanks to Stacy Donovan Zapar for a great post on Undercover Recruiter: professional advice and hands-on tips that all of you can start applying as of now! Because as with all things, there is the good and better way of doing things!

October 1, 2012

Case study -and results- from L’Oréal on Social media recruitment. And yes, it works for them, when used in combination with traditional channels, and to reach specific audiences.

Thank you Laurence Hebberd from LinkHumans for this great great post on how L’Oréal is using social media for its recruitment campaign. Extremely well-integrated, and with results and take-aways!

The L’Oreal Group is the world’s largest cosmetics and beauty company, with an annual turnover of €17.5 billion, offices in 60 countries and brands such as Garnier, Maybelline New York and the Body Shop. They widely use social recruitment in various countries worldwide (such as India and the Philippines), however it is especially prominent in the United Kingdom and the United States.


LOreal Jobs Careers

L’Oreal have a uniform branding on all the websites for the countries in which they operate. The jobs section of each website lists available positions in that country and only a few link to the relevant social networks. The UK LOreal.Jobs website links to the L’Oreal Talent Recruitment Facebook page, the L’Oreal LinkedIn page, the L’Oreal Luxe TalenTube Facebook page and the@LOrealCareers Twitter feed.

The L’Oreal US jobs website has an interesting and innovative way of linking to the relevant social media platforms. The Facebook page can be found via, the Twitter @LOrealUSACorp feed via, the LinkedIn page via and the YouTube channel is found at (all these will be explored in more detail later, apart from the Twitter feed). The uniform branding of the various careers websites give an overall professional look to the careers side of L’Oreal, and the linking to the social platforms helps possible applicants find what they need with ease.


LOreal Facebook Talent Recruitment page

The L’Oreal Talent Recruitment Facebook page (  is the worldwide Facebook page for all L’Oreal careers and jobs (with other pages existing for certain countries – such as India), and uses the Work4Labs application for their ‘Work for L’Oreal’ tab. TheTwitter tab is linked to the @LorealCareers Twitter feed, however the other tabs are not used often, and the page does not regularly post content. It does, however, have over 30,000 likes, so the jobs tab must be working well in attracting talent.

There are two other ‘specialist’ Facebook pages for the UK and USA – the UK graduate jobs and internships page (, and the USA careers page (

LOreal graduates job Facebook page

The L’Oreal Grad Jobs UKI page, with a cover photo of some of its past employees, has no additional tabs (apart from the standard photos, map and likes), however it posts regularly with photos, job postings and links. With over 900 likes, the page is quite active, and does get comments, likes and shares on its content – but the lack of likes and activity can be explained by how specialist it is.

LOreal Careers USA Facebook page

The L’Oreal Careers in the US page, however, is much more popular (with almost 7,000 likes), but does not post any content. It does, however, have a working ‘Jobs’ tab which lists current openings, as well as tabs explaining the ideas and missions of working for L’Oreal in the US. The cover photo is interesting, and the additional tabs are all branded in a similar fashion – a great way to run a page, apart from the lack of content!


L’Oreal have careers based Twitter accounts for the UK (@LOrealGradJobs) with over 1,100 followers, and a general account (@LOrealCareers) with almost 3,500 followers.

LOreal Careers Twitter feed

The L’Oreal Careers Twitter feed (@LOrealCareers) holds around 3,500 followers, and regularly posts jobs (all using the hashtag #jobs) as well as some news articles about the company (which receive some ‘retweets’ and ‘favourites’).

LOreal Grad UK Jobs Careers Twitter

The L’Oreal (graduate jobs) UK Twitter feed (@LOrealGradJobs) has over 1,100 followers, and posts daily about campus visits and other such news. They also reply to other users’ tweets and run a very ‘human’ account. The normal tweets rarely get retweeted, but the contest tweets can have over one fifth of the followers retweeting them – a very popular way to attract talent, and increase the base that read job openings.

There are other accounts, but these are the two main feeds for the UK and USA careers side of L’Oreal.


Loreal careers Linkedin page

L’Oreal have one LinkedIn company page – with a branded ‘Careers’ tab to match. The tab holds an introduction to working for L’Oreal, a YouTube (which can be seen below), plus testimonials from past employees and links to the L’Oreal Talent Recruitment Facebook page and@LOrealCareers Twitter feed, and relevant websites.


The tab is regularly updated with job openings, and the branding looks very professional – a good job from L’Oreal. You can see a few statistics about L’Oreal’s use of LinkedIn for recruitment below.



LOreal UK YouTube channel

L’Oreal UK Careers has a branded YouTube channel (/LorealUKCareers) with only 5 videos and 5 subscribers but over 2000 video views. It does have a good quality graphic background, and links to corresponding websites, but it is the ‘Trainee’ set of videos which have the most views. YouTube is a great tool for social recruitment, and with the last video uploaded in May (and not very high quality – mainly filmed on a mobile phone), L’Oreal UK could spend a bit of time creating some simple videos to really promote working for the company.

LOreal USA Careers Youtube

L’Oreal USA have a Careers channel (lorealusacareers) – named L’Oreal USA Corporate, with only 30+ subscribers, but almost 10,000 video views. There is no branding and only 10 videos (uploaded over a 2 year period). The videos are high quality, but hold no description or tags – so will never be found by future employees unless they find the channel.

L’Oreal has a great resource here, but have not used it to its full potential (and they should, because it’s worth it!) – even short 30 second high quality clips can really boost a recruitment process.


There are two case studies surrounding L’Oreal’s use of social recruiting – one from Facebook (courtesy of Work4Labs), and one from LinkedIn.

L’Oreal use the Work4Labs tab on their L’Oreal Talent Recruitment Facebook page (shown above). The case study surrounds an internship posted on their L’Oreal Talent Recruitment Facebook page using the Work for Us app, which allowed fans and employees to share the posting via their networks. Using the app, and the Work4Labs’ AdvertHiring platform (to create advertisements linking to the job posting), the following results were reached:

  • The internship’s ad campaign had an “optimised” performance and return on investment – generating 5.88 million impressions with 4,167 clicks (a 0.071% click through rate (CTR). The click through rate was much higher than the average CTR of Facebook ads (which is roughly 0.02%).
  • This led to L’Oreal receiving 153 applicants (a 3.67% conversion) – with almost all of them being pre-qualified due to the specific targeting options (education, experience) that L’Oreal chose for the ads.
  • The campaign had an “immediate and high quality turnaround” with applicants viewing the job and submitting resumes minutes after it went live.
  • L’Oreal received 17 qualified resumes within the first 12 hours of the campaign – a huge difference to the limited success from traditional methods.
The graphic below shows the numbers mentioned:

As these results (courtesy of Work4Labs) show, Facebook has been a success for social recruitment for L’Oreal.

L’Oreal used LinkedIn to solve 3 new challenges in their social recruiting process. The company recruit 6,000 new managers a year (including internships), using all the regular techniques, but wanted to solve these challenges (and used LinkedIn to do so):

  • sourcing difficult-to-hire candidates
  • reaching passive candidates
  • online reputation

The company set up a ‘Careers’ tab on their company page (as discussed above) and “polished” individual recruiter profiles. Using their current network – with 15,000 L’Oreal mangers and employees on the site – to find passive talent, the company had really fit the LinkedIn referral slogan of “the best employees refer the best candidates”.

Some results from this included:

  • Oskar Isenberg Lima, Luxe, HQ Paris said he has “sourced around 90 top profile candidates in less than five months”, simply using LinkedIn.
  • By using LinkedIn, a Body Shop UK (a sub-section of L’Oreal) recruiter saved £20,000 with a single license.
  • L’Oreal Australia saved around 20,000 Australian dollars in recruitment fees on a single hire.

As these results (from LinkedIn) show – LinkedIn was also successful in helping L’Oreal socially recruit (and in cutting costs).


L’Oreal actively use social media for their recruitment, and have results to match. Their Facebook pages are well branded, however could do with more content, whereas their Twitter feeds are actively updated with jobs and news. Their YouTube accounts could be used more, whereas their LinkedIn page (and Careers tab) is just right – and may fit better with the rest of their pages once they receive the new design. The two case studies show that L’Oreal is actively using social networks for recruiting and it is successful – however it should never replace the more traditional methods, as you never know where the perfect candidate could apply from.



May 18, 2012

La créativité et les communautés au service des RH

Grâce au digital, les campagnes de communication RH de ces dernières années ont pris des tournures beaucoup plus créatives. On se souvient notamment de la campagne de Linagora (Logiciels et services Open Source), en 2010, qui détournait les célèbres pubs de la marque de lingerie Aubade ou encore de l’advergame de l’US Army dont l’objectif était de recruter de nouveaux soldats en utilisant les techniques traditionnelles de la publicité pour recruter du personnel. Depuis, l’armée française a tenté l’expérience en lançant son serious games sur

Avec notre dernière campagne, « Join the Force », nous avons choisi de mettre en scène l’ADN de Wyplay (leader mondial en solutions logicielles pour opérateurs TV et créateur de box connectées pour SFR, Belgacom ou Vodafone). Nous avons ainsi créé une plateforme de recrutement à l’image de Wyplay – humaine, geek et connectée – et réalisé une vidéo virale qui s’adresse au candidat idéal, un geek au talent insoupçonné.

Autre indicateur de cette « révolution sociale » qui touche les RH : l’annonce, fin octobre, d’un partenariat entre Facebook  et le ministère américain du travail pour aider les américains à trouver un emploi. La compagnie de Mark Zuckerberg a d’ors et déjà ouvert un  « Social Jobs Partnership », une page Facebook  pédagogique à destination des demandeurs d’emploi qui compte déjà plus de 16.500 fans… Et il ne s’agit que d’une première pierre à l’édifice que le géant américain aux 600 millions de membres entend créer dans l’univers des RH ! Campagne de communication et étude sociologique sur les usages du web social des demandeurs d’emploi et des recruteurs devraient bientôt suivre. Le but de cette étude ? Développer et optimiser la diffusion et la viralité des annonces d’emploi sur Facebook.  Sûr que  Monster et LinkedIn apprécieront…


Manuel Diaz

Président de Emakina.FR

May 3, 2012

McKinsey on how your company can use social media

In this month’s McKinsey’s Quarterly Newsletterwe 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

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).

April 12, 2012


75% des entreprises (US) trouvent leurs candidats sur les Réseaux Sociaux. les DRH n’y vont pas chercher les photos de soirées arrosées comme le prétend le cliché, mais plutôt le dynamisme et le potentiel des candidats. La Northern Illinois University a montré qu’une analyse de profil Facebook montre mieux l’adéquation d’un candidat à un poste que l’analyse détaillée de sa personnalité et de son CV.

Une autre étude de la Cornell University a montré que les candidats trichent moins sur leur profil LinkedIn que sur un CV traditionnel (ce qui est normal puisque le CV sur LinkedIn est public.)


April 11, 2012


Social media has made it easier for recruiters to build and nurture connections, ultimately increasing the efficiency with which a recruiter can source quality candidates. However, current social media usage by recruiters varies greatly. Take a look at the differences in how recruiters use the ‘Top 3’ social networking sites and which ones are most effective for reaching candidates.

No prizes for guessing that LinkedIn is the most frequently used network by recruiters, with Twitter being close second and Facebook not far behind.

According to this report by Bullhorn, they expect increased social engagement from recruiters. The report evaluates the current social network activity among recruiters and suggests several interesting insights. First, the findings suggest that recruiters are connected to all three social networks, but are using LinkedIn and Twitter much more than Facebook to recruit talent.

While they found that LinkedIn is driving the most views and applications per job posted on the “big three” social networks, the analysis shows that Twitter followers are much more likely to apply for a job than connections on LinkedIn or friends on Facebook. Overall, Twitter and Facebook appear to be highly under-utilized networks for recruiting, but we expect that behavior to change during 2012.

Source: Bullhorn Reach

April 10, 2012

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.
April 4, 2012

Should your business be on Pinterest (and why)?

Love the infographics, and the “why’s” covered by Francis Santos on Soshable. Especially the fact that you business should be (made) visually attractive.

Is your business on Pinterest yet? No? Well, what are you waiting for? After all, it’s only quite possibly the hottest thing going in the social media space today. From tasty recipes to artistic photo galleries, this site is showing that it can be incredibly useful for sharing almost everything visual. We have clearly reached the point where we can say this thing is not a fad. Pinterest is a bonafide powerhouse social marketers can no longer afford to ignore.

More Traffic Your Way

One of the main reasons more social marketers are giving Pinterest a closer look is because of its ability to drive traffic. Sure, the site is still operating on an invitation-only basis, but that has not stopped it from racking up more than 10 million users in a very short amount of time. While this number has nothing on Facebook, Twitter, or even Google+, it is significant, and shows that the site has enough of an audience to send a decent amount of traffic your way. The other part of this lies in the fact that Pinterest allows you (and others) to pin all types of stuff to virtual boards, stuff that links back to your website, blog, or favorite social hangout.

Tremendous SEO Value

Pinterest also offers plenty of SEO value, which as you know, could translate to an increase in traffic as well. As we alluded to above, when you or another user pins content to a given board, that process creates a link that connects to a third-party site. Linking is one of the key factors search engines like Google take into consideration, and with Pinterest gaining in popularity, it is also growing as a trustworthy domain. Combined, these two variables can play a huge role in increasing your visibility and traffic through the search engines.

Great for Branding

Another thing social marketers are learning about Pinterest is that it can be a phenomenal branding tool. Mashable, Whole Foods, and NFL team the Minnesota Vikings are just some of the brands that have decided to establish a presence in this thriving new social channel. So what can Pinterest offer a brand? A platform that makes it easy to create both exposure and community around a product, company, or topic. Just like other social networks, this one has features such as following and commenting, so you can reach out and really start engaging your audience if you put the right tools to use.

Pinterest is everything we’ve seen before with a fun twist that makes it truly unique. It’s simple, straightforward, and versatile enough to support a wide variety of needs. Keeping up with all the trends can be hectic for the dedicated social marketer, but if you can handle one more tool, this would be the one to add to your juggling act. Pinterest is receiving rave reviews from the marketing community, so why not jump in and see what all the fuss is about?

Pinterest for Business

March 28, 2012

Are Facebook users Narcissitics or Idealists?

Ana Isabel Canhoto , an instructor at Oxford Brookes University recently shared highlights of a speech by Paul Fennemore, a Managing Partner at Viapoint.

Fennemore contends that every social media strategist needs to consider six aspects of human behavior if they are to understand the drivers of social media.  Social Media may be a relatively recent technological phenomenon, but the behavioral drivers that explain why and how the various platforms are used are old. This post explains, in very basic terms, these six key drivers: altruism, hedonism, homophily, memetics, narcissism and tribalism.


 The unselfish devotion to the welfare of others.   Application: Social network users readily share information with other users. They share information simply because they believe it may be helpful. This behaviour occurs even when the users do not know who benefits from the information being shared. Example: A study showed that altruism is a primary reason why many travelers selflessly share experiences to help others have a more enjoyable vacation.


A belief that pleasure is the main – or only — goal in life  Application: Hedonism can affect social media in two ways: 1) People use social media because doing so is an enjoyable activity. 2) People use social media because it  provides a novel way of accessing activities that give them pleasure, such as meeting people.  Example: To the dismay of idealists, research shows that young people are usually not using the social web to change the world. They are using it to experience a digital nirvana of a vast supply of movies, music, instant communication and of course, sexual opportunity.


The tendency of human beings to associate with others similar to them. “Birds of a feather flock together.”  Application: People tend to join and become attached to social networks whose users share similar interests or beliefs. Example: There are many recent studies revealing the power of peer recommendations on purchasing behavior and product discovery.


 The replication of ideas, habits and beliefs across individuals. Commony known as a “meme.”  Application: For a marketing message to go viral, it will need to exhibit the following characteristics: 1) be assimilated by a social media user 2) be retained in that user’s memory; 3) be replicated by the user in a way that is observable by other users; 4) be transmitted to other users (who, in turn, assimilate, retain and further replicate the message). Example:Here are some of the best Internet memes of 2011.


Excessive fascination with oneself.  Application: Social networks provide an outlet for individuals to engage in self-promotion. Specifically, research suggests that Facebook users are more likely to be extraverted and narcissistic.  Example:  Recent research from the University of Georgia showed that narcissisistic personalities had higher levels of social activity in the online community and more self-promoting content.  Strangers who viewed the Web pages of these users judged the page owners to be more narcissistic.


A person’s strong feeling of identity and loyalty towards a specific group (the tribe). A person derives social value from participating in that community.   Application: Social media enables continued interactions between supporters of a brand, and between the consumers and the companies, thus increasing engagement.Example:  Reseach in the U.K. shows that restaurants and hotel chains who successfully make customers feel part of an exclusive clan engender loyalty. Tribe members want to contribute to the success of the tribe.

What other key drivers of human behavior would you add to this list? What motivates YOU to use the social web?