Just recently I’ve been involved in advising companies on implementing social media strategy for recruiting. Last week I spoke to a group of corporate recruiters based across the world about what social media recruiting could do for them. The conversation was quite open with the usual reservations about time, cost, expertise etc with varying solutions being offered as well as speculation and guesstimates on Return On Investment (The old R.O.I. chestnut.) I also raised this on the excellent radio show HR Happy Hour from @SteveBoese.

This was a special edition of the show from the HR Technology  conference with about 15 guests and quite a few callers. The issue of personal v corporate branding provoked quite a lot of discussion and quite a few tweets.

The big issue I’m getting feedback on is the fear that the personal brand of staff, in particular recruiters  both corporate and third party. The other big discussion across social media is the number of companies banning social media sites like facebook, twitter and others.  Looking at these two key issues and  the impact this may have on employees and potential new recruits.

The biggest resistance I’m getting is actually from marketing departments within companies who find it hard to understand how non-marketeers can represent the brand properly and not damage the company reputation. My response to this is to introduce clear guidelines and trust people to follow them.  It is an issue of trust.

I remember showing a client twitter live through a projector. Her reaction was to look at all the non-business tweets in my stream and immediately gave the instruction that everyone was banned from twitter in the office! It was a day after a big football game and much of the stream was relating to this hence the reaction.  Only LinkedIn seems to be accepted as business based, and I suspect that this is more related to the less interactive nature of Linkedin and the more obvious business benefits presented by a platform that outside of groups and questions is essentially a giant people directory.

What employers should consider is the message this gives out about their employees. They are yelling out “We don’t trust you to be grown ups in this new media. We don’t trust you not to waste your time all day on facebook talking to your friends and watching funny videos on facebook.” Aside from the possible impact on business on withdrawing social media as a networking tool, the message it gives out is a very negative one in terms of the trust placed on the employees.

Increasingly candidates are researching potential new employees or suppliers in social media. (I actually recommend it) and if there is very little available what does this say about the company? Equally, candidates are asking about social media use and strategy at the interview. What impact does this have on the potential employee, and will the message “we don’t trust you” make them employer of choice.

Would welcome your comments on this, shoot me down.

@BillBoorman

Bill Boorman is something of a recruitment veteran, having worked in the industry for 25 years. All this despite being told at his first job that he didn’t have a future in the business! At the age of 40, the industry has given him most of his experience, having worked in most market places. For the last 12 years he worked for one of the fastest growing companies in the U.K. – this culminating in his appointment as Director of Training.

Photo Credit, respres

The last year of my life has been a fun adventure!  I’ve met great people, learned a ton about myself and have been given opportunities to work on some very exciting projects.  In addition to recruiting, I work with clients that want to enter the realm of social media with their businesses.

It’s become apparent that a few ground rules are vital for any business that wants to venture in to this realm.  I’m no expert, but this is what I’ve learned works with any clients that I engage with.  In fact, this is a requisite for any client that I will work with.

Perhaps, as you evaluate your involvement, these will serve as some good points to think about.

Five Traits of a Great Social Media Client

• Creativity – If you are looking to do the same boring thing that everyone else has already done… don’t spend the money on implementing social media.  It probably won’t work.
• Candidness – Are you the type of person that can laugh at yourself?  Can you deal with criticism?  Are you confident enough to be yourself openly?  There are few secrets in social media.  Are you okay with that?
• Accountability – You WILL be held accountable online.  Are you prepared to deal with a disgruntled customer in an open forum?  This can be a huge plus for your business or an absolute disaster if you don’t do it right.
• Passion – Are you proud of what you do?  Do you have a true passion for your business?  If you don’t, social media is not where you belong.  Hide under a rock… or, better yet, do something else that you like!
• Time – Social Media takes time.  A solid strategy and implementation should replace other tasks that you are currently performing.  This can work out great if you are using the tools correctly.  However, if you are not going to take the time to learn the tools, execute consistently with them AND (most importantly) invest time into the new relationships that you establish, you are wasting valuable resources.  Think about this one!

Spahn Law Firm

I was very happy to start working with an awesome legal firm here in San Antonio.  First, they filled all of the requisites above… but, in addition to that, they are just excellent people!  Matt Spahn, the Founder, wanted to communicate that his firm is not your average law shop.  To the contrary, they are easy going, down-to-earth, funny… and, on top of that, they know what the heck they are doing!  Fantastic client!

I finished up Matt’s first video today.  As you will see, Matt is willing to step outside of the box (way outside!), be candid, openly express his commitments to his clients, show passion… and, of course, he has commited the time to following through.

So, I’ve been having fun with this one!  Here is the video that we released today.

www.youtube.com/watch?v=tnQbgh-LsqI

My challenge to you is this.

Do something brave.  Step outside the norm.  Express your brand and be willing to show your true self.  You’ll be happier, your clients will get to know you and, ultimately, you will have some fun with what you have dedicated your professional efforts to.

Have I lost my mind?  Are we all supposed to stay in little boxes?  What’s your favorite “outside the box” effort you have seen from a company?