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Master Social Media for HR

Put the social back in social media − build stakeholder partnerships to effectively reach talent.

  • Social media is typically owned by Marketing or Communications rather than HR, but without HR’s involvement content creation can become misaligned with the employee value proposition.
  • HR sometimes lacks the resources, competencies, or mandate to actively drive social media use.

Our Advice

Critical Insight

  • HR shouldn’t go at it alone. Partnership with other stakeholders − Marketing, Communications, hiring managers, and employees − is key to success on social media.

Impact and Result

  • HR should focus on a social media strategy that allows them to promote and build the employer brand, plan to actively source potential candidates, and eventually leverage the power of employee ambassadors on social media.
  • To effectively do so, HR needs to identify and partner with current social media owners and learn the necessary competencies to harness this powerful tool.

Master Social Media for HR

2. Optimize the employer brand on social media

Assess current social media usage to determine how HR should get involved and develop guidelines on content creation.

3. Create a social media sourcing and direct outreach plan

Prioritize roles to fill and work with talent acquisition specialists to integrate social media into the sourcing process.

4. Evaluate metrics and refine your approach

Evaluate against identified metrics using each platform’s analytics tools and identify areas for future investment.


Master Social Media

An active membership is required to access McLean Academy
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1 to 1.5 CPD hours per course.

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HR Certification Institute’s® official seal confirms that McLean & Company meets the criteria for pre-approved recertification credit(s) for any of HRCI’s eight credentials, including SPHR® and PHR®.

How to complete this course:

Use these videos, along with the Project Blueprint deck above, to gain an understanding of the subject. Start with the Introduction, then move through each of the Course Modules. At the end of each Module, you will be required to complete a short test to demonstrate your understanding. You will complete this course when you have completed all of the course tests.

  • Number of Course Modules: 5
  • Estimated Completion Time: 1.5 hours

Learning Outcome

Identify short- and long-term goals of a social media strategy with associated metrics, determine current state of social media efforts, define HR’s role moving forward, identify targeted roles for social media sourcing, and optimize platform efficiencies.

Learning Objectives

By the end of this course, learners will be able to:

  • Determine short- and long-term goals of a social media strategy.
  • Create associated metrics to track goals.
  • Identify HR’s role in organizational social media.
  • Explore guidelines for social media content creation.
  • Identify critical roles for social media sourcing.
  • Integrate social media into the talent acquisition process.
  • Optimize the use of social media platforms.

Course Modules

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Introduction

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Module 1

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Module 2

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Module 3

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Module 4


Workshop: Master Social Media for HR

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 roadmap in place to complete your project successfully.

Module 1: Establish Goals and Metrics

The Purpose

  • Identify social media objectives and determine metrics to track efforts.

Key Benefits Achieved

  • Objectives prepared and metrics to sustain and improve social media efforts set.

Activities

Outputs

1.1

Identify talent needs.

  • Prioritized needs for HR social media
1.2

Evaluate organization’s current social media strategy.

1.3

Establish high-level social media goals.

  • Goals and metrics
1.4

Set benchmark metrics and take baseline measurements.

Module 2: Optimize the Employer Brand on Social Media

The Purpose

  • Evaluate how social media is used currently in the organization.
  • Determine how to best get HR involved with social media.

Key Benefits Achieved

  • Social media process mapped out.
  • HR participation outlined.

Activities

Outputs

2.1

Enhance current HR social media presence.

2.2

Align current social media presence with the EVP.

  • Process developed for shared platforms
2.3

Plan for social media process participation or improvement.

  • Plan for social media improvements

Module 3: Identify Trends and Opportunities

The Purpose

  • Research competitors and platforms.

Key Benefits Achieved

  • Platforms to focus social media efforts toward selected.

Activities

Outputs

3.1

Analyze competitor trends.

  • Competitor analysis
3.2

Analyze competition with a SWOT diagram.

  • SWOT analysis
3.3

Research and identify new platforms to build a presence on.

  • List of new social media platforms

Module 4: Plan for Content Creation and Distribution

The Purpose

  • Develop a plan for creating online content.

Key Benefits Achieved

  • Created a plan for content management

Activities

Outputs

4.1

Brainstorm ideas for content creation.

  • List of content ideas
4.2

Build a content calendar.

  • Social media content calendar
4.3

Assign content creation responsibilities and deadlines.

  • List of responsibilities and deadlines for content creation

Module 5: Create a Social Media Sourcing and Direct Outreach Plan

The Purpose

  • Examine sourcing resource options and best practices.

Key Benefits Achieved

  • Focus roles for sourcing are set.

Activities

Outputs

5.1

Pinpoint roles for direct outreach.

  • List of critical or hard-to-fill roles for direct sourcing
5.2

Examine social media resources available to HR.

5.3

Review and customize the Social Media Sourcing Guide.

  • Customized Social Media Sourcing Guide

About McLean & Company

McLean & Company is an HR research and advisory firm providing practical solutions to human resources challenges via executable research, tools, diagnostics, and advisory services that have a clear and measurable impact on your business.

What Is a Blueprint?

A blueprint is designed to be a roadmap, containing a methodology and the tools and templates you need to solve your HR problems.

Each blueprint can be accompanied by a Guided Implementation that provides you access to our world-class analysts to help you get through the project.

Need Extra Help?
Try Our Guided Implementations

Get the help you need in this 4-phase advisory process. You'll receive 7 touchpoints with our researchers, all included in your membership.

Guided Implementation #1 - Determine social media direction and set goals
  • Call #1 - Identify and set social media goals and determine relevant SMART and social media metrics.

Guided Implementation #2 - Optimize the employer brand on social media
  • 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 - Create a social media sourcing and direct outreach plan
  • Call #1 - Identify critical and hard-to-fill roles that could be targeted with social media sourcing.
  • Call #2 - Discuss organizational resources and limitations around social media and individual talent acquisition specialist usage.
  • Call #3 - Review the Discover, Engage, Connect process and customize the Social Media Sourcing Guide.

Guided Implementation #4 - 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.

Contributors

  • Karen Azulai, Editor-in-Chief and Cofounder, HRTech Nation
  • Sabrina Baker, HR Consultant & Recruiter, Acacia HR Solutions
  • Kim Benedict, CEO & Cofounder, TalentMinded Inc.
  • Gurprit Bhambra, Global Talent Acquisition Director, Arvato Bertelsmann CRM
  • Amanda Blum, Senior HR Assistant, Capital Farm Credit
  • Angela Bortolussi, Partner, Recruiting Social
  • Sean Burkett, Manager, Product Development and Innovation, Info-Tech Research Group
  • Orlando Castillo, Organizational Effectiveness Manager, (Talent Development, L&D, OD, Compliance, and Employee Engagement), Capital Farm Credit
  • Eric Clemons, Senior Manager – Employment Brand Strategies, U.S. Cellular
  • Katrina Collier, The Searchologist, Social Recruiting Trainer & Keynote
  • Sarah Cortese, Director of Communications, Capital Farm Credit
  • Heather Coy-Robinson, HR Manager, CarProof
  • Ben Dickie, Senior Manager, Research, Info-Tech Research Group
  • Mark Diker, Senior Manager, Recruitment and Talent Planning, Woodbine Entertainment Group
  • Matthew Doucette, Global Talent Acquisition Leader, Mimecast
  • Ben Eubanks, HR Generalist, Pinnacle Solutions, Inc.
  • Whitney Headen, Managing Partner, 19th & Park Inc.
  • Chris Hodge, AVP Talent Acquisition, RoundPoint Mortgage Servicing
  • Leslie Hughes, LinkedIn Trainer, Profile Writer, Public Speaker, Social Media Marketing Strategist & CEP, PUNCH!media
  • Kristiana Hurley, Human Resources Manager, Inventa
  • Carmen Jeffery, Recruiter & Managing Director/Founder, i-identify
  • Larry Kihlstadius, Solutions Czar, KinetixHR
  • Carly Kleisinger, Manager of Corporate Strategic Communications, City of Lethbridge
  • Shell Lohmann, Director of Talent Programs & Employment Branding, U.S. Cellular
  • Michelle Lusen, Senior Corporate Recruiter, Slack
  • Gemma Matthews, Senior Internal Recruiter, Reward Gateway
  • Ashlyn Schneider, Talent Acquisition Specialist, Worthington Industries
  • Jacob Shriar, Director of Content, Officevibe
  • Lisa Smith-Strother, Senior Director, Global Head Employer Branding, Careers Channels and Diversity TA, Ericsson
  • Kathleen Teixeira, Manager, Talent Acquisition, OLG
  • Mamta Wadhwani, Senior Manager of Talent Acquisition Strategy
  • Jeff Watson, Employer Relationship Developer, Western University
  • Anonymous Contributor, Social Media Community Manager, Telecommunications Industry