What is your social business maturity level?
Today's candidate will seek out employer reviews on sites like Glassdoor.com or reach out to their connections and friends via social avenues like Facebook and LinkedIn when considering their next career move. Because of this shift in candidate behaviour, the demand for HR and recruitment leaders to own and exercise their employer brand via social media is higher than ever. In order to begin crafting any social recruitment strategy, people leaders first need to understand their organisation's current level of readiness and social media adoption.
- Level 1: Random Acts of Social
This describes an organisation with no formal social business strategy in place. Instead social engagement is bottom-up and led by individuals who have a passion for social media. An example of this might be a recruiter posting jobs or searching LinkedIn for candidates via his personal account, or a blogging marketer.
- Level 2: Corporate Social Broadcasting
The organisation has begun using owned company channels to broadcast company information. Value creation is limited to the ability to disseminate corporate messages, and engage with external stakeholders in a limited capacity. Organisations at this level are broadly still limited to social media marketing. An example might include an organisation posting company updates and jobs to a LinkedIn company page, or tweeting company updates and jobs from an official company Twitter account.
- Level 3: Employee Training
Organisations that have embarked on employee training have recognised the value of peer-to-peer engagement, allowing for example, selected individuals to engage with customers and candidates as technical experts/peers. Organisations who have undertaken employee training typically benefit from active customer advocates and thought leadership, and begin to see early value from external engagement beyond social media marketing, such as social recruitment and social sourcing.
- Level 4: Enterprise Networking
At this level, the adoption of social media extends to mass collaboration. Organisations that have adopted enterprise networking strategies benefit from the internal networks, external communities and employee capability that enable social business to happen. By enabling internal and external collaboration across all levels, by capturing and actioning the resulting insights, and by having the agility to execute emergent business strategies, organisations begin to realise demonstrable business value.
- Level 5: Predictive Optimisation
The highest level of social business maturity is the ability to use big data to optimise business performance. For example, the analysis of resourcing insights and people analytics to identify long-term recruitment challenges, to use real-time website and social analytics to drive marketing strategy, and so on.
How does your organisation fare? Read our latest whitepaper Becoming a Social Business to find out how you can move up the scale.