Think social media recruiting is only hype? Jason Ginsburg explains just how popular – and effective – it really is.
We’re all familiar with the funny image that goes by various names, but is basically “Social media explained with donuts.” As a reminder, here’s the full list:
Companies, including my own, use the “Donut List” to simplify the major social sites to novices. But as these sites add features and move to our mobile devices, the differences aren’t all that clear.
Take YouTube, indisputably the king of internet video. But Facebook also hosts videos; they play right in your timeline. Google Plus, which owns YouTube, easily integrates with its sister company. Pinterest lets users pin videos and even the business-minded LinkedIn allows companies to post videos, if they upgrade to the premium packages. Yes, virtually all the videos being watched on these different sites are coming from YouTube. But does the average user care? And what if you find that your brand’s videos are being watched more through a Facebook timeline than on YouTube.com? Another reason to update the Donut List is that Pinterest has evolved. It started out with a mostly female audience, no brand presence, and a large amount of recipe pins. But now the site has moved away from text and consists almost entirely of images. Brands are showing off their products, couples are building wedding registries, and just about everyone is sharing infographics. So what’s all this about recipes? And then there’s Google Plus. When the Donut List was first published, the social network was seen as a poor attempt to compete with Facebook. The Wall Street Journal called it a “virtual ghost town.” Hence the joke that only Google employees used the site. But Google integrated many of its other products into G+, including YouTube and Gmail, encouraging (some might say demanding) that users create a profile. Less controversial are the popular Google Hangouts, live G+ video chats on with celebrities, thought leaders – even astronauts on the International Space Station. Today, Google Plus is the second-most popular social network in the world, behind Facebook. So now the joke’s on the Donut List.
Just a few days later, Best Buy announced thatit would eliminate its renowned Results-Only Work Environment, a program that allowed corporate employees to work when and were they chose, as long as the quality of the work met the company’s standards. Like Yahoo’s change, it’s not a total ban, but corporate employees are now expected to work 40 hours a week and to come into the office “as much as possible.” Best Buy spokesperson Matt Furman said, “Bottom line, it’s ‘all hands on deck’ at Best Buy and that means having employees in the office as much as possible to collaborate and connect on ways to improve our business.”
So, are Yahoo and Best Buy doing the right thing? As a consultant to major brands on culture and employer branding, I think they are.
|Working from home — a lost luxury?|
Mayer and Best Buy CEO Hubert Joly know that they need the collective brainpower of their employees to come up with great and wonderful ideas. It takes a village, after all. In fact, Marissa Mayer was brought to Yahoo to make the company more like Google – and neither Google nor Facebook, both of whom have made it so easy for us to connect with people virtually, allows unlimited telecommuting.
Bloomberg, a hugely successful digital company, was a pioneer in seeing the value of instant, in-office, business exchanges in real-time. Their buildings famously have no offices, only shared spaces. It’s even part oftheir employer branding: “Our wide-open workspaces encourage collaboration.”
Many other companies limit or ban working from home. In fact, 15 of Forbes 100 Best Companies to Work For have no telecommuting program.
Talent management professionals have long known that it’s a business imperative to have the right talent for the right jobs at the right time. Now we coming to recognize that they need to be in the right place too.
Need help changing your culture? Email me and we’ll talk.
This inside look at best practices from hospitals, healthcare organizations, and non-profits will be presented on Wednesday, March 13, at 2 pm EDT/11 am PDT.
Register for free here!