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Top 10 Social Media Myths for Business


									Top 10
  Social Media Myths
  and Your Online Reputation

       All the                                                                                                 1
    information                                                                                                2
     candidates                                                                                                3
   need to know                                                                                                4
  is found on our                                                                                              5
careers page.                                                                                                  6
} Your website is top-notch; you’ve added videos,
  pages of content and employee testimonials.
  Not enough. Job seekers want more.
                                                      clear, comprehensive policy on employees
                                                      using social media. While developing theirs,
                                                      IBM used an interim policy: “Don’t do anything
                                                      stupid.” Kind of says it all.
  Through online user-generated content in
  social media, job seekers can read about what     } Increasingly, this information may carry more
  it is like to work at your company from the         weight than the scripted copy you’ve placed
  perspective of your actual employees. This          on your website. It’s more important than ever
  is authentic information. Just what they are        to encourage your employees to share their
  craving.                                            positive experiences on cyberspace.

} Like it or not, candidates, current and former    } Candidates are increasingly relying on
  employees can say almost anything they want         authentic user-generated content to get an
  about your company on forums, social networks       inside and unvarnished look at the company.
  and blogs. It is imperative for you to have a

      Marketing                                                                                                  2
                should be in
                charge of our                                                                                    4
                social media                                                                                     5
                  strategy.                                                                                      6
} Social Media is often viewed as just another
  marketing channel, but it is so much more.
  it is a completely different approach to
  interacting with candidates and employees.
                                                     } Sure, you can advertise in a social media
                                                       environment, but the true return on investment
                                                       comes from developing communities, creating
                                                       content to be shared, and talking and listening
                                                       directly with candidates.
} Marketing has a different set of objectives that
  don’t always include the employer brand            } HR professionals should take the initiative
  — HR needs to be involved to make sure this          in becoming involved and making sure
  voice is heard.                                      that the employer brand is conveyed within
                                                       this strategy.

 Every employer                                                                                              2
   should have                                                                                               3
   a blog and                                                                                                4
a Facebook page.                                                                                             5
} No one social media channel or tactic is right
  for every employer or company culture.
                                                      examples of great Facebook pages that have
                                                      been developed by recruitment teams for
                                                      their companies. The key to both of these is
} Depending on your reputation, a blog might
                                                      that there is a strategy—who will manage
  be just another forum for your job seekers,
                                                      the effort? What is the goal? What are you
  employees, and former employees to vent.
                                                      trying to accomplish?
  It’s important to understand what is currently
  being said before potentially opening the flood   } A good Facebook page isn’t just a huge
  gates to criticism.                                 ad. It should be a platform for developing
                                                      relationships, sharing content, and more.
} There are many great sites out there in
  the blogosphere that have been created by
  recruiters in an effort to have their employer
  participate in Web 2.0. There are also

When candidates                                                                                                   3
  Google our                                                                                                      4
   company name                                                                                                   5
   they easily find                                                                                               6
   our career site.                                                                                               7
} Unless your site is search engine optimized       } While doing a Google search for “get a job at”
  and you have relevant content that can be           and the name of one of the country’s largest
  easily indexed, there’s a good chance your job      retailers, you’d think their career website would
  seekers are going to see a forum review or news     show up first, right? Wrong; not even in the
  article before they even get to your site.          top 30 search results!

Social media is a                                                                                              2
magic bullet                                                                                                   3
     that will let us                                                                                          4
         cut out                                                                                               5
      other means                                                                                              6
      of marketing.                                                                                            7
} Participating in social media needs a long
  term strategy that starts with listening and
                                                 } While many of the tools that can be employed
                                                   in social media marketing are free to use,
  understanding the current state of your          integrating these tools into an overall candidate
  online reputation.                               communication and community building
                                                   program requires skill, time, and money.
} To build a community, distribute content,
  and get people actively discussing you as an   } Success with social media takes an integrated
  employer can take time.                          approach, strategy, experience, and know-how.

} Social media is not an advertising campaign,   } Building a career site, company page, and/or
  it’s a permanent approach to communicating       community site that incorporates interactivity
  with candidates.                                 and allows user-generated content takes
                                                   immense skill and is not inexpensive.

                Social media                                                                                 2
                is only used                                                                                 3
                  by kids                                                                                    4
                 looking to                                                                                  5
               socialize with                                                                                6
               their friends.                                                                                7
} More than half of Facebook users are outside   } The average age of a LinkedIn user is 45, and
  of college1.                                     the average age of a Twitter user is 31.

} The fastest growing demographic is that of     1
  those 30 years old and older1.

               There is no                                                                                     1
business case                                                                                                  2
for social media;                                                                                              3
 it’s impossible                                                                                               4
    to track or                                                                                                5
 determine ROI.                                                                                                6
} ROI isn’t as elusive as people think.
  Measurement tools are there, you just need a
  trusted partner that knows how to use them
                                                   } Social media efforts are not only trackable
                                                     with web analytics, but, more importantly, in
                                                     newer numbers such as direct interactions,
  and analyze the results correctly.                 whether in the form of number of page fans,
                                                     number of views, comments, or number of
} In fact, performing an initial audit to assess
                                                     community members.
  the state of your online employer reputation
  gives you a detailed report showing what is      } However, there are no guaranteed results.

  being said, where the conversations are taking     It requires effort and care on the side of the
  place, and the sentiment about you.                employer and interaction is dependent on the
                                                     candidate choosing to do so. If the information
} Online reputation should be monitored
                                                     shared is not interesting or relevant to them,
  monthly, and the initial audit serves as your
                                                     then it will not work. Period.
  reputation baseline.

} The impact of your social media strategy can
  be seen through the effects to your online
  reputation monthly reports as compared to your
  initial audit.

                  Relationship                                                                               2
                   marketing                                                                                 3
                    is done                                                                                  4
                    through                                                                                  5
                        email.                                                                               7
} There are many ways to connect and build         } Text messaging, RSS feeds and sites such
  relationships with your candidates beyond just     as Facebook, LinkedIn, Ning, and Twitter
  e-mail newsletters.                                enable you and your employees to share rich
                                                     information about what it is like to work for
} Build a candidate community directly within
                                                     your company.
  your career site.

   We need to
  control the                                                                                                      4
  conversations                                                                                                    5
    about our                                                                                                      6
 employer brand.                                                                                                   7
} The truth is that you cannot control the            photos, and videos within social networks, the
  conversation, you can at best steer it. Because     conversations are already going on and they are
  it is a “conversation,” it is liable to go in       completely outside of your control.
  different directions than you might have
                                                    } Leverage this trend; user-generated content
  planned or anticipated. By having a clear,
                                                      keeps the information fresh and authentic.
  coherent strategy for social media, you can use
  that strategy as a “guiding star” to point the    } Candidates today expect to be able to get a
  discussion in the direction you want it to go.      first person view point of what it is like to work
                                                      for your company.
} Because people today are comfortable sharing
  information, perspectives, experiences,

         If we just                                                                                            2
       ignore all of                                                                                           4
        this it will                                                                                           5
          go away.                                                                                             7
} Conversations are already taking place at a
  record pace whether you are involved in them
                                                   } Social media is the ultimate expression of your
                                                     employer brand because brands are all about
  or not.                                            relationships. The stronger the bond you forge
                                                     in the relationship the more valuable your
} Search Engines have become the TOP way for
                                                     brand becomes. Online employer reputation
  candidates to find career information, and the
                                                     management is a business imperative.
  content produced within social networks and
  forums is very search engine friendly.

 Get started by putting an ear to the ground
and assessing your brand from the bottom up.

Now that you know the fact from the fiction,
     continue the conversation with an
Online Reputation Assessment by contacting
 us at 888-438-9911 or


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