Master Social Media for HR

Build social media skills and your online presence.

Unlock

This content requires an active subscription.

Access this content by logging in with your McLean & Company membership or contacting one of our representatives for assistance.

Speak With A Representative Sign In
or Call: 1-877-281-0480 (US) or 1-877-281-0480 (CAN)

Your Challenge

  • Social media is typically owned by Marketing/Communications rather than HR.
  • HR sometimes lacks the resources, competencies, or mandate to actively drive social media participation.
  • Abdicating social media responsibilities to other areas of the organization risks content creation being misaligned with the employee value proposition (EVP).

Our Advice

Critical Insight

  • HR can use social media to build their organization’s employer brand, develop employee brand ambassador programs, or engage in social media recruiting.
  • HR traditionally lacks the competencies to engage in social media because other business units, like Marketing/ Communications, own it. HR must partner with these social media owners to put out HR-specific content and develop their social media skills.
  • Ensure that content creation is consistent and aligned with the EVP, particularly if HR is not responsible for organizational social media accounts.

Impact and Result

  • HR needs to identify and partner with current social media owners, learn the necessary competencies to engage on social media, and build its own social media presence.
  • Understand how social media is currently being used within your organization and strategically build and manage your online presence. HR has the opportunity to partner with internal stakeholders to develop the right skills and effectively recruit and promote their organization’s employer brand online.

Contributors

  • Amanda Blum, Senior HR Assistant, Capital Farm Credit
  • Anonymous Contributor, Social Media Community Manager, Telecommunications Industry
  • Ben Dickie, Senior Manager, Research, Info-Tech & Research Group
  • Ben Eubanks, HR Generalist, Pinnacle Solutions, Inc.
  • Carly Kleisinger, Manager of Corporate Strategic Communications, City of Lethbridge
  • Carmen Jeffery, Recruiter & Managing Director/Founder, i-identify
  • Heather Coy-Robinson, HR Manager, CarProof
  • Jeff Watson, Employer Relationship Developer, Western University
  • Jacob Shriar, Director of Content, Officevibe
  • Kathleen Teixeira, Manager, Talent Acquisition, OLG
  • Kim Benedict, CEO & Co-founder, TalentMinded Inc.
  • Kristiana Hurley, Human Resources Manager, Inventa
  • Larry Kihlstadius, Solutions Czar, KinetixHR
  • Lisa Smith-Strother, Sr. Director, Global Head Employer Branding, Careers Channels and Diversity TA, Ericsson
  • Leslie Hughes, LinkedIn Trainer, Profile Writer, Public Speaker, Social Media Marketing Strategist & CEP, PUNCH!media
  • Mark Diker, Sr. Manager, Recruitment and Talent Planning, Woodbine Entertainment Group
  • Orlando Castillo, Organizational Effectiveness Manager, (Talent Development, L&D, OD, Compliance, and Employee Engagement), Capital Farm Credit
  • Sabrina Baker, HR Consultant & Recruiter, Acacia HR Solutions
  • Sarah Cortese, Director of Communications, Capital Farm Credit
  • Sean Burkett, Manager, Product Development and Innovation, Info-Tech & Research Group

Get the Complete Storyboard

See how all the steps you need to take come together, with tools and advice to help with each task on your list.

Download Now

Get to Action

  1. Identify objectives and set metrics

    Identify the short, medium, and long-term goals for HR’s social media efforts and determine metrics to assess efforts against.

  2. Optimize social media channels, plan, and execute content creation

    Identify how social media is currently being used in your organization, determine how HR should get involved, and develop guidelines for how to create social media content.

  3. Evaluate metrics and refine your approach

    Evaluate your social media efforts against identified metrics using the platform’s analytics tools and identify areas of future investment for long-term social media success.

Guided Implementation icon Guided Implementation

This guided implementation is a four call advisory process.

    Guided Implementation #1 - Identify objectives and set metrics

  • Call #1: Identify and set social media goals, and determine relevant SMART and social media metrics.

  • Guided Implementation #2 - Optimize social media channels, plan, and execute content creation

  • Call #1: Review organizational social media efforts and determine how HR can get involved.

  • Call #2: Evaluate content suggestions and brainstorm additional content creation ideas.

  • Guided Implementation #3 - Evaluate metrics and refine your approach

  • Call #1: Review social media and HR metrics to pinpoint social media program successes and identify areas for improvement or growth.

Onsite Workshop

Module 1: Identify Objectives and Set Metrics

The Purpose

  • Identify social media objectives.
  • Determine metrics to track efforts.

Key Benefits Achieved

  • Objectives prepared and understood.
  • Metrics to measure social media efforts determined.

Activities: Outputs:
1.1 Establish high-level social media objectives.
  • Social media objectives
1.2 Set benchmark metrics and take baseline measurements.
  • Baseline and benchmarking metrics

Module 2: Optimize Social Media Channels, Plan, and Execute Content Creation

The Purpose

  • Identify how social media is currently being used in your organization.
  • Determine how best to get HR involved.
  • Develop ideas for creating online content.

Key Benefits Achieved

  • Current social media processes mapped out.
  • HR participation outlined.
  • Online content ideas generated.

Activities: Outputs:
2.1 Map out your current social media process to see how HR can participate.
  • Social media process map and guidelines for HR participation
2.2 Brainstorm ideas for content creation.
  • Online content ideas

Module 3: Evaluate Metrics and Refine Your Approach

The Purpose

Evaluate social media efforts against identified metrics to uncover actions for improvement.

Key Benefits Achieved

Metrics analyzed and actions for process improvements identified.

Activities: Outputs:
3.1 Use your analysis to identify actions to stop, start, and continue.
  • Metrics analysis and actions for process improvements

Workshop Icon Book Your Workshop

Onsite Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn’t enough, we offer low-cost onsite delivery of our Project Workshops. We take you through every phase of your project and ensure that you have a road map in place to complete your project successfully.

Book Now
GET HELP Contact Us
×
VL Methodology