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Master Social Media for HR

Build social media skills and your online presence.


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  • 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

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.

Research & Tools

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 Implementations

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

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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 roadmap in place to complete your project successfully.

Module 1: Establish Social Media Goals and Set Benchmark 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.




Establish high-level social media objectives.

  • Team knowledge of social media clarified

Set benchmark metrics and take baseline measurements.

  • Social media goals set and appropriate HR and social media metrics determined

Module 2: Assign Social Media Accountability and Brainstorm Ideas for 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

  • Social media process is mapped out.
  • HR participation is outlined.
  • Online content ideas are generated.




Map out your current social media process to see how HR can participate.

  • An effective workflow for HR to contribute to organizational social media channels established; social media platforms chosen and accountabilities for each assigned

Brainstorm ideas for content creation.

  • Content ideas and editorial calendar suggestions generated