11. Why use community
1. Information travels faster
2. Shared ownership and commitment
3. Maximize investments
4. Reduce costs
12. Business goals determine ideal
size for a community
ONLINE COMMUNITIES
GROUPS
COMMUNITIES
NETWORKS
SIZE
DENSITY OF RELATIONSHIP
COLLABORATION ADVOCACY EXPERTISE LOCATION AWARENESS
INNOVATION Q & A
COMPLEXITY OF DESIRED OUTCOME
13. Social media management and community
management are not the same
SOCIAL MEDIA MANAGEMENT COMMUNITY MANAGEMENT
16. Community management is the discipline
of ensuring productive communities
Responsibilities
• Define scope, ideal outcomes and boundaries
• Ensure participants receive more value than they contribute
• Promote, encourage and reward productive behaviours
• Discourage and limit destructive behaviours
• Facilitate constructive disagreement and conflict
• Advocate for the community and its members
• Monitor, measure and report
• Marshall internal advocates, resources and support
• Manage tools and member experience
17. Theicebergeffectof
communitymanagement
Visible
• Managing Content (publishing, curating, tagging)
Updates
Blog Posts
ebooks & white papers
Pictures
Videos
Podcasts
• Managing Events
• Welcoming new members
• Participating in conversation
• Reaching out to 3rd party influencers, partners and media.
• Communicating changes to policies, tools, programming etc
18. Theicebergeffectof
communitymanagement
Behind the scenes
• Understanding members
• Back-channeling with members to encourage participation
• Building relationships with key members
• Taking issues off line
• Working with internal advocates to plan mutually beneficial programmes
• Program planning
• Collaborating internally
• Managing technology issues
• Communicating value and benefits of community internally
• Measuring & monitoring progress
19. What are the risks of
not having community
management?
27. What makes a good community manager?
Skills
• Communication
• Ability to match brand’s personality
• Understanding of human
behaviour/motivations
• Relationship building
• Conflict resolution
• Project management
• Technology knowledge
Attributes
• Love of people
• Judgement
• Tempered enthusiasm
• Empathy
• Adaptability
• Self awareness
28. Link in to a
resourcing strategy?
• Hiring Objectives
• Quality Candidates
• Greater Efficiency
• Lower Costs
46. Community referral - ROI
Responsibilities
• Referrals are No. 1 Source of Hire in US (30%
- 60%
of hires)
• Referral hires are 17%
more productive
• Referral hires are 20%
faster to hire
• Referral hires have 18%
better retention
• Referrals are most productive source of diversity
• Consistency & visibility across entire organisation
Improve productivity Reduced costs per-hire Retention
47. Talent pipelining – ROI
• Quality rather than quantity
• Long term, sustainable relationships
• Harder to find niche roles
• Relationships can be maintained with candidates from other campaigns
• Far better candidate experience
• Branded candidate experience
48. Case study – Eversheds Law Firm
Winner: ‘The Lawyer’
‘most innovative recruitment’ award.
• 3,000 employees in 10 countries
• Referrals, talent pipelines, graduates, alumni communities
• Saved over £200,000 in 12 months
• 52% of referred applicants given interviews
• 1 out of 4 referred applicants hired
49. Case study – London 2012 (LOCOG)
• Processed over 200,000 applications and made 8,300 hires
• Used CM to target the unemployed and the young
• Apps used to showcase jobs and help answer questions
• Four large engagement events and monthly newsletters used to keep new
recruits aware of what was expected of them as the games got closer
50. Examples of community management
have launched Facebook groups to increase the
rate of job referrals for potential candidates
51. Examples of community management
• Each jobs page has been equipped with social sharing buttons
for LinkedIn, Facebook and Twitter
• Recruiters become part of the wider employment conversation
and stimulate conversations about working for the company,
its brands and the industry.
52. Examples of community management
• Collected over 850 technology career enquiries at recent
Campus Party event in O2 arena
• Will use this community talent pool and employee referrals to
pilot Community Management strategy
• Identify innovators who can help shape company’s transition
from telecommunications to technology
54. Key take aways
1. Community Management within
Recruitment remains a minority activity
2. It’s not an alternative to current hiring
strategy it is an evolution
3. It can help maximize investments
4. Reduce costs
55. Let’s continue the debate
1. SMRS is currently undertaking quantitative
research into how community management
is being deployed within recruitment
2. Looking for participants to help us with the
qualitative research phase
3. Looking to create a UK centric community
management business model we can share
with you at future meetings