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EMPLOYEE STORYTELLING THROUGH SOCIAL MEDIA
May 18, 2015
Christopher HanneganExecutive Vice President, Employee Engagement
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OUR DISCUSSION TODAY
The digital divide
The trust landscape
Myth busting about employees and social media
Opportunities to consider at your own company
10 key questions to ensure success
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2
3
4
5
THE DIGITAL DIVIDE
33
AN EMPLOYEE’S DIGITAL DOUBLE LIFE
At WorkIn Their Personal Lives
Today’s challenge: Bridging the Digital Divide
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EMPLOYEES AND COMPANIES EMBRACE SOCIAL MEDIA, BUT FOR DIFFERENT REASONS
EMPLOYEESrely on social media to stay
connected in their personal lives
4 out of 5
73%
53%
COMPANIESalso use social media, but largely to connect with the outside world)
1/3
93%
77%
of online adults use
social networking sites (Pew)
would give up their sense of smellbefore social media (McCann)
smartphone users check their phone within 15 minutes of waking (IDC)
Use social mediafor consumer marketing (McKinsey)
Have a Facebook page(McCann)
expect at least 15% of their growth in the
next 3 years will be driven by digital (McKinsey)
Yet only 56% of companies engage their own employees
with social media (Towers Watson)
THE TRUST LANDSCAPE
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A COMPANY’S EXPERTS AND “A PERSON LIKE YOURSELF” REMAIN HIGHLY CREDIBLE
Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each
person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely
Credible) Informed Publics, 27-country global total.
70% 68%63%
54% 55% 53%46%
37%
70% 67%63%
56% 53%49%
43%38%
Academic orIndustry Expert
CompanyTechnical Expert
A Person LikeYourself
NGORepresentative
Financial orIndustry Analyst
RegularEmployee
CEO GovernmentOfficial orRegulator
2014 2015
More Trust Less Trust
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• Listens to customer needs and feedback
• Treats employees well
• Places customers ahead of profits
• Communicates frequently and honestly
21%
31%29%
23%
29%
47%
34%
30%
23%
31%33%
22%
29%
34%
26%22%
27%
37%34%
31%
14%
23%
13%
19%15%
OperationsPurposeProductsIntegrityEngagement
COMPANY’S EMPLOYEECOMPANY CEO ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON
• Has ethical business practices
• Takes responsible actions to address an issue or
crisis
• Has transparent, open business practices
• Has highly-regarded and widely-admired top
leadership
• Ranks on a global list of top companies
• Delivers consistent financial returns to investors
EMPLOYEES RANK AMONG MOST TRUSTED INFLUENCERS
Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please
select which person you trust MOST to provide you with credible and honest information about a company. Informed Publics, 27-country global total.
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0%
10%
20%
30%
40%
50%
60%
70%
80%
CEORegular EmployeeCompany Technical Expert
ACROSS INDUSTRIES, IN-HOUSE TECHNICAL EXPERTS SURPASS CEOS AS CREDIBLE SOURCES
Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat
credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General Population, 27-country global total. Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again please
use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population, 27-country global total.
Automotive, tech, entertainment and
consumer electronics among the largest gaps
23 pts 24 pts 23 pts 23 pts
MYTH BUSTING
1010
PERCEPTIONS THAT INHIBIT COMPANIES FROM USING INTERNAL SOCIAL AND DIGITAL TOOLSPERCEPTION REALITYEmployees will spend all day on Facebook
instead of working
• When trusted, most will still deliver
• Networking is good for business
• Employees will just use their mobile phones if you block it
Only official spokespeople are qualified to
represent the company
• Employees already DO represent their company
• According to the Edelman Trust Barometer, employees are more credible than the CEO about
company perception and reputation
Social media can’t be used in heavily
regulated industries
• With thoughtful planning, many financial, healthcare and pharmaceutical organizations have
embraced social media
• During labor negotiations, social media is an effective tool for indirectly communicating with
employees
Our employees aren’t young and won’t use
social media
• According to Pew, they already do:
78% of internet users ages 30-49 use social media
65% of those ages 50-65 use social media
It costs too much• Some platforms are free
• Nearly all are cheaper than distributing newsletters and other printed communications
Leaders just don’t see the business value
of social media
• Successful programs solve business issues
• They start with a desired outcome, which guides choice of platform
Confidential information
will leak out
• Email, personal social media and idle conversations pose similar risks
• Appropriate policies and clear expectations are better solutions
OPPORTUNITIES TO CONSIDER
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OPPORTUNITIES FOR EMPLOYEE STORYTELLING
• LinkedIn thought leadership
• Percolate
• Employee posts
going external
• Ambassador programs
• Slack
• Jive
• Chatter
• Yammer
• Employee reporter
programs
• Glassdoor
• LinkedIn groups
RECRUITING
EXTERNAL
POSITIONING
COLLABORA-TION
INTERNAL
ENGAGEMENT
LISTENING
ALUMNI
• Glassdoor
• Owned sites
10 QUESTIONS
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10 QUESTIONS TO ENSURE SUCCESS
What specific result or outcome will this program achieve, and how will it support business objectives?1 To what extent will
our culture embrace the transparency of social media?2
Which platform or tool will fit most readily into our target employees’ daily routines?5 How do we address technology or security
concerns or an outright “no” from IT and HR? 6What guidelines will encourage appropriate behavior? 8How will we address controversies that
inevitably arise from social media, and who has the final say in decisions? 7
How will we track our results against business objectives
and communicate our progress?9 How do we enable thriving,
self-sustaining conversations that build momentum on their own?10
How can we identify early adopters or internal influencers and recruit them as champions? 3
Who is our target employee segment?
What are their goals, behaviors and
preferences we should keep in mind? 4
