Analysing Conversations about
the Employment Brand
2020 Social: Because Business is Social
Company A vs Company Z
Listening Report for India
Reporting Period 01-03-10 to 31-03-10
Points to Note This report looks at only conversations on the social web
by people.
The press releases and mainstream media mentions have
not been featured in this
Conversations for 2 Indian IT organizations have been
analysed in the following way:
– They have first been grouped by their share of voice (slide 4)
– Then they have been analysed based on their sentiments (slide 5)
– Finally the conversations have been grouped based on the areas
they have been focusing on (slides 6 and 7)
– Finally, a specific analysis for one of the firms and recommendation
based on the analysis is given on slide 8
Share of Voice
26
84
2
19
0 20 40 60 80 100
Company A
Company Z
Others
Microblog
Blog
Sentiment Analysis
0 10 20 30 40 50
Company A
Company Z
5
9
15
4
26
50
1
9
Very Positive
Positive
Neutral
Negative
Very Negative
Company A- Conversations
1
24
3
Others HR CSR
Bonus announcement.
Top performers received
as much as 200% bonus
<Very Positive>
Discussions around
fairness of test
conducted by third party
for Company A < Neutral
to Negative>
Conversations on
employees receiving
Annual gift from
Company A <Positive>
Joke on hiring <Negative>
Company A’s tweet
on World Water Day
<Positive>
CEO’s focus on
energy conservation
<Positive>
Company Z- Conversations
4
62
2
37
Contests HR Others CSR
Unfriendly HR
policies <Negative>
Over 4,000
resignations in Feb
<Negative>
Plans to hike salaries
in April 2010
<Positive>
Employee incentives
and bonuses
<Positive>
Aspirations 2020 –
India’s Best Student
Programmers Awards
<Positive>
Company Z
observes ‘Earth
Hour’ <Positive>
Jaagte Raho
campaign
<Positive>
Team training at
Games
Company
organizing a
Bloggers meet
Actionable Insights & Recommendations For Company A
Insight 1: The people on the social web are essentially in the talent pool of IT firms are very interested by the HR related factors of the Organization
Recommendation 1:
– Create outposts on social media platforms like Facebook, SMSGupShup, Orkut, Youtube etc
– Participate in Employment branding/ Careers/ Jobs related conversations on these outposts
– Build a talent community – involving hiring managers, recruiters and discussions
– Try and bring people to the organizational talent community from these outposts to directly engage them
Insight 2: Issues around third party testing for hiring seem to be negative.
Recommendation 2:
– HR and Recruiting teams should be trained on process of engaging with such negative feedback on the social web.
– These negative posts should be acknowledged and addressed – and communicated back to turn negative conversation into positive or neutral one
Insight 3: Limited positive impact of CSR activities
Recommendation 3:
– Use the social outposts described earlier to engage people on conversations on such activities.
– Build engagement by asking people to share their view on what Company A is doing and link to them
Recommended
