Social Media and the HR Function – 1st & 2nd of December 2011

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Four months ago Vital Training began a survey with our clients about the use
of Social Media within HR, asking key questions about the use and
application of Social Media within HR. Around 60% of clients reported little
or no use of use of social media with the majority of the balance reporting
limited use predominantly is specific areas such as recruitment and

Among some of the many reasons for the slow adoption of Social Media in HR
apart from IT’s control and limiting of Social Media access on Corporate
networks is the confusion caused by the huge amount of social platforms and
how HR professionals should select and manage the correct platforms (the
following link highlights the problem of selection – ). Additionally, HR departments remain
challenged by understanding which HR disciplines should be using Social
Media and how. Most importantly though the biggest questions revolve around
the business case for using Social Media in HR.

The benefits of Social Media adoption in HR are enormous as are the areas
where HR can apply the use of Social Media, examples of how top companies
are reaping the benefits Social Media are starting to come through in
abundance along with the rewards of these applications.

Vital Training is proud to announce their “Social Media and the HR Function
– Master the use of Social Media for effective Employee Retention,
Engagement and supporting Business Performance” programme to be run on the
1st and 2nd of December 2011. This 2 day interactive course is a pc-based
and delegates are encouraged bring their smart phones, wireless enabled
laptops, digital cameras and video recorders along for an interactive
session on social media. (Don’t worry if you’re an experienced social media
user – there’ll be plenty of opportunity to share your skills!)

Should you have any further questions about the programme or require
assistance with registration please do not hesitate to revert back to us.
Early registration is encouraged as seats to this programme are limited to
20 delegates only, due to the interactive nature of this programme.

Below you will find a brief overview of the programme plus the details on
the Programme Facilitator – Jon Ingham (Jon has been recognised as a top
online influencer in HR, Recruitment, Leadership and Talent Management
(including the #1 top influencer in talent management in 2010)


Social media is one of the main drivers of change in business at the moment.
In HR, it is enabling major transformations in recruiting, learning and
other areas.

Many HR teams are now using social media and other web 2.0 technologies to
improve both the efficiency and effectiveness of their people management
processes. Most of these teams are using social media in the same way as
traditional communication channels to ‘push’ information to employees.

However, social media also provides access to further benefits including
improving the quality of recruit, the capability of individuals and teams,
employee engagement and organisational culture. HR teams gaining these
additional benefits are using social media to ‘pull’ current and potential
employees closer to the organisation, and to enhance sharing and
participation across the workforce.

In addition, HR professionals have the opportunity to play a further role in
their organisation’s use of social media too. Businesses are using 2.0
tools to empower their employees to deliver better customer service; to keep
track of customer needs (social CRM); to support knowledge management and to
enable collaboration and innovation (enterprise 2.0). However many of these
projects present behavioural and cultural (rather than technological)
challenges, requiring HR to lead or at least collaborate in the
implementation of these systems.

Attend this workshop to understand how to gain all these sets of benefits
for your HR team and your organisation. In addition, we will also talk
about why you yourself might benefit from more personal involvement in
social media. And to start you off along this path, we will be encouraging
you to get onto Twitter to tweet the session and ask questions of the
trainer, and to contribute to a new blog summarising learning from the two

Key Benefits for Participants

By attending this workshop, you will understand:

. The impact that social media, supported by changing workforce
expectations, is having on businesses, management and HR

. The opportunities for you to support and lead resulting changes in
your business

. How to align social media with HR programmes

. How social media supports employee engagement

. How to avoid the potential risks of using social media to
productivity and intellectual property etc

. How HR processes are impacted by these changes

. The requirements for developing a social media based HR strategy
and social media policy etc.

Programme Highlights

Listen to case studies of organisations which are using social media to
improve the performance of organisational management and HR processes
including recruitment, learning, communication and alumni management.

Watch and participate in practical demonstrations of the main social
technologies for individuals and organisations.

Network with your peers in a highly interactive environment.

Collect together a set of best practices in the development of strategies
and policies enabling you to take advantage of all the potential benefits of
social media in HR.

Who Should Attend

. All senior level HR professionals working in corporate roles or in
any HR function, particularly recruitment or learning

. HR practitioners with a particular interest in the use of social
media, and/or in the development of the HR profession

. Other business leaders responsible for talent management in their

Programme Objectives

By the end of this workshop you will have:

. Learnt the social media basics including creating and using
Twitter, Facebook, Youtube, Blogging, and LinkedIn.

. Gained practical experience and comfort in using these social
media tools

. Considered how social media could be used to support your
recruitment strategy and its effects on your employer brand

. Determined the best ways to use social networks for recruiting and
employer branding

. Experienced social learning and reflected on its application to
your own organisation

. Discovered how social media has changed internal communication

. Learnt how to increase employee engagement through the use of
social networks

. Ascertained the elements of an effective social media strategy and
policy for your organization

. Found out what to include in your social media policy and
procedures – the dos and don’ts

. Understood the legal implications of social media and the

. Explored the risks and opportunities of using social media in your
workplace – and how to manage and respond to an employee-related social
media crisis

. Developed an action plan to improve your own HR activities through
the use of social media

. Learnt how to get leadership buy-in from your CEO for social media
tools to enhance your productivity

. Uncovered how other companies and organizations are using social
media effectively

. Documented your learnings and other notes on a workshop blog for
later reference and support.

Programme Outline

Day 1

The focus of day 1 will be on fully understanding the range of opportunities
available for using social media to improve HR processes, and the actions
that HR professionals can take the act on these opportunities.

Many people (not just in ‘Generation Y’) have already felt the
transformational effect of social media in their personal lives, helping
them connect with other people, share information and work together to
achieve objectives they share. However some of the most significant
benefits of social media relate to changing the way that organisations work
and that their employees are recruited, managed and developed.

We will review these various opportunities and also look at developing
strategies and policies to harness the benefits of social media for HR and
other applications.

A) Introduction to Social Media

A quick overview of social media so everyone understands what we are talking
about, plus a particular focus on Twitter which we will be encouraging
people to use to note ideas and ask questions during the workshop.

. The importance of social media (why this technology is truly
a new ‘version’ of the internet, and how it supports changing expectations
in the workforce)

. The need to focus on relationships rather than interactions

. The importance of authenticity in using social media

. Potential legal issues to note when using social media

. Avoiding risks arising from use of social media (productivity
wastage, loss of intellectual property or organisational reputations etc)

. Gaining short and long-term benefits

. Cultural issues in social media use

. Introducing participants to Twitter which we will use as a
supporting Q&A tool throughout the workshop.

B) Social Communication and Learning

A review of social media tools within HR processes. Part 1: Communication
and Learning & Development

. Communicating organisation strategy

. Using social media for listening to and participating in
conversation with your employees

. Encouraging your employees to use social media to create and share
content, and develop and sustain relationships with one another

. Leveraging social networks to increase employee engagement and

. A review of some recent case studies identifying how social media
has changed internal communication

. Supporting formal and informal learning and development

. The role of mobile learning

. A review of the main tools and some social learning and
communication case studies

. Using social learning tools to summarise workshop learning to date

C) Social Recruiting and other Applications

A review of social media tools within HR processes. Part 2: Recruiting,
other processes from the Employee Lifecycle

. Pull, push and social applications in recruitment & employer

. Using social media for sourcing and maintaining relationships with
potential employees

. Mobile recruiting tools and opportunities

. Best practices in recruiting and employer branding plus best fit
needs for different contexts and strategies

. A review of the main tools and some social recruiting case studies

. Other applications of social media within HR (e.g. for performance
management etc)

. Group work: a review of the social features on some of the
workshop participants’ own career sites.

D) Strategies for Using Social Media within the HR Function

An overview of the approaches HR can take to focus its investments in social
media, introduce these technologies in the most appropriate places, and
implement them effectively.

. Identifying the right opportunities to develop use of social media

. Undertaking a competitor analysis

. Understanding the tools which your employees already use

. Identifying the right technologies to meet your context and

. Creating the appropriate social media content

. Developing leaders as sponsors and employees as advocates

. Linking social media with your existing technologies

. Planning for the development of socially integrated talent
management systems.

Day 2

The second day of the workshop will review the wider opportunities for using
social media within businesses.

Just like HR, other business functions are increasingly seeing benefits in
introducing social media. Common applications include, for example,
customer service, knowledge management, innovation and collaboration. The
drivers for this include the desire to take advantage of new technology; to
reduce the challenges of geographical distance; and to support employees
wanting to gain access to the technologies they use in their personal lives
while at work. However organisations are increasingly keen to influence the
influence the relationships between their employees (social capital) rather
than just the attributes of the individuals themselves (human capital),
These drivers and the consequent changes provide more significant new
opportunities for HR.

As well as reviewing these benefits, we will also review of each of the main
social media tools and discuss their use for individual employees (and
workshop participants) as well as for HR.

E) Supporting and Driving Business Benefits through Social Media

Reviewing the wider use of social media within organisations but outside of
HR and explaining the opportunities this provides HR.

. The main opportunities for organisational use of social media
(social customer relationship management, enterprise 2.0 etc)

. A review of business collaboration tools

. Managing adoption of social technologies through pilots and
large-scale implementations

. Supporting behavioural and cultural change

. The role of internal organisational capabilities and social
capital in providing competitive advantage

. Recent case studies from other companies using social media

. Developing social HR approaches supporting business use of social

. Reviewing why social HR fits most naturally within a social

F) Maximising Value from the Main Social Media Tools

Probing deeper into the main public social media tools to ensure all
participants understand how to make best advantage of them.

. Training demonstration on LinkedIn, Facebook, Foursquare,
Youtube and Blogger etc – learning / reviewing the basics and getting the
maximum benefits from the tools and supporting app’s – as an individual and
for an organisation

. The benefits of using social media on a personal basis

. Opportunities for using social media as an HR professional

. Reviewing some HR Director blogs – drawing out learnings.

G) Measuring the ROI of Social Media

Understanding how to measure the impact of social media use within HR.

. Measuring the success of social media initiatives through the
use of a strategy map and scorecard

. Balancing qualitative measures and quantitative metrics

. Using social media technologies to provide measures for
activities and their outcomes

. Estimating and calculating Return on Investment (ROI)

. Worked examples using real metrics from social recruiting
case studies.

H) Action planning

A review of the remaining issues that still need consideration when
introducing social media, and an opportunity to reflect on and share the
actions participants plan taking within their own organisations after the

. Aligning social media strategy with corporate values,
strategies and objectives

. Managing participation on public social media systems

. Designing a social media policy and procedures to balance
risk management and employee rights – examples from other organisations and
the key do’s and don’ts

. Providing corporate governance of social media

. Risk management in social media (monitoring compliance with
policy, mitigating risks etc, e.g. responding to a social media related

. Identifying training needs to develop internal social media

. Developing a business case and getting buy-in from the CEO

. Group / individual work: participant action planning and
contributing to the workshop blog.

Trainer Profile

Jon Ingham is an independent strategic people management and organisation
development consultant. He regularly speaks and provides training in
Europe, the US, the Middle East and Asia and has also lectured in strategic
management, change management and human resources on executive MBA courses
in both West and East Europe.

Jon is also the author of ‘Strategic HCM: Creating Value through People’
(2006) and is currently completing a second book called ‘Social Advantage’.
He has also contributed a chapter to a newly published book, ‘An Executive
Guide to Integrated Talent Management’ which also features chapters from
Dave Ulrich, Ed Lawler, Peter Cappelli, Marshall Goldsmith and others. He
has also recently been recognised by HRExaminer as a top global influencer
in HR: (

Jon is an active user of social media and maintains two blogs, also called
Strategic HCM, and Social Advantage. He also manages a network of HR
practitioners interested in social media and social networking called
Connecting HR.

Currently working with Strategic Dynamics, Jon was previously with Director
of Human Capital Consulting, Europe for Buck Consultants / ACS and as Head
of HR Consulting for Penna. Before this he worked as an International HR
Director for Ernst & Young, and before that as an IT then change management
consultant for Andersen Consulting.

Jon has a BA in Psychology, a Masters in Engineering and an MBA. He is a
Fellow of the CIPD.


Feedback on Jon’s social media training:

Very informative, interactive and enjoyable

– Ann George, Learning & Development Manager, Spaghetti House

A very insightful and engaging session

– James Cullen, Group HR Director, HAYS

In terms of his own social media using activities, Jon has been recognised
as a top online influencer in HR, Recruitment, Leadership and Talent
Management (including the #1 top influencer in talent management in 2010



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