The Social Marketing of Diversity

Scientific research indicates the brain transmits 90% of visual information and processes it 60,000 times faster than information in text form[1].  Digital media has transformed the reach of visual content. Digital images such as pictures, videos, infographics, word clouds, etc., can be posted and shared quickly on social networks. On Facebook alone, 75% of content posted globally are photos. On Twitter, photos and videos are re-tweeted 63% more than other types of content (see chart below). In 2013 LinkedIn purchased Pulse, a news reader that presents content visually to its member base.

Retweet stats

The consumption of visual digital content has also led to the creation of many popular platforms such as YouTube, Pinterest, Instagram, Flicker and Vine (just to name a few).

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Instagrampinterestvine

 

 
 


Its popularity has also had an impact on marketing and recruitment; specifically in the areas of diversity. As populations become increasingly diverse it continuously creates new customer and employee needs. These demographic shifts in both consumer base and talent pools have put pressure on organizations to build workforces that reflect the markets they are trying to serve. Companies such as RBC have created an integrated approach (as shown below) recognizing the fluidity between consumer, employee and community member[2].

RBC_diversity

Consumer marketing has created digital brand strategies to tap into new demographics and create an emotional experience. The image below is a great example of this. The experience is reflected in the image to create an emotional response. To make you picture yourself using the product. It’s powerful because people can more easily relate if they see images that reflect themselves.

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Talent acquisition is no stranger to developing diversity strategies to build their workforce. For years organizations have tried to create programs to attract, source, hire and retain diverse candidates. Few have been able to claim bragging rights. Diversity recruitment has always relied on images to depict inclusion and representation. Social media has enabled this approach to go viral.

Even though diverse images and videos are much more prevalent, prospective candidates have also shifted their approach. They now rely on employee experiences to validate the diversity proposition and actual representation of their prospective employer. According to a Glassdoor.com survey; candidates are signficantly influenced by employee experiences and how they perceive their employer.

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 They’re looking for more meaningful and authentic messages from employees that reflect themselves.

A poster for Lakeridge Health is shown in this undated handout photo. The Ontario hospital group is turning QuebecÕs proposed restrictions on religious clothing in the public sector into an opportunity to recruit nurses and doctors.

As employees build their online presence they also provide insight to the demographic composition of their organization. Candidates now have more visibility into representation both vertically and horizontally than at any other time in history. It represents the shift from an aspiration to something that is achievable. It’s this reflection of inclusion through employee experiences that are emotional and impactful. Consider the brand of two employers below:

non_diversity

diverse_workforce

Which one would you click on to find more?

People overwhelmingly chose the image on the bottom. They felt diversity and inclusion were represented and reflected by real employees. It felt more authentic. The visual digital collage created an emotional reaction. A connection. An experience.

The goal is to make you picture yourself working at this organization. It’s employee experience that lies at the heart of talent branding. Creating an experience that resonates with potential candidates. An authentic experience delivered through employees.

I’d love to hear your perspectives on topic! Share them with me @annzaliebarrett or through LinkedIn.

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[1] http://tech.co/visual-content-will-rise-2015-2015-01

[2] http://www.rbc.com/diversity/why-does-diversity-matter.htm

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Is Resistance to Social Media @ Work Futile?

SEO Manager, Community Manager, Mobile App. Developer, Virtual Lead Generator and Recruitment Optimization Specialist. Most of these jobs were unheard of ten years ago. The high rates of user adoption on social media platforms have created new jobs to support technological development and new ways of working. Traditional jobs have also evolved as social tools permeate into our day to day work. Companies have realized they need to embrace social as part of their overarching strategy in order to remain competitive in the market. Resistance to social media may not only hinder company performance, but can widen the skill gap between you and your competition in the job market.

Don’t believe me?

Selling-Through-Social-Media-to-Close-More-Leads-InsideviewLet’s take a look at sales as an example. Traditionally sales people spent a significant amount of time cold calling and cultivating relationships to build their client base. There were limited ways of tracking information, let alone mapping out connections. Social media has revolutionized the approach to lead generation. Virtual networks help sales people identify, learn and connect with potential and existing clients by showing recent activity, new connections, job updates, people movements, status updates, etc. The savvy salesperson uses social media platforms (LinkedIn, Facebook, Twitter, Google+, etc.) to market themselves, and research people they want to get in touch with before making a call. The picture above shows the correlation between social media usage and increased lead generation.

Traditional Approach                                       Savvy Approach

  • Blind cold calling to generate leads      Uses social to research leads/ introductions
  • Relies on paper                                      Leverages mobile to get information on the go
  • Manually track clients                            Leverages social /CRM
  • Not on social media                               Use social media to engage and communicate

How about Marketing? This one is a no brainer. The introduction of targeted content marketing on the internet andsocial-media-industry-report-benefits-marketing-stelzner-march-2009 social platforms means messaging is reaching relevant audiences. So, if you’re a sales professional you won’t see job adverts meant for java programmers. Social media data also provides key insights to understanding consumer preferences, demographics and metrics around success/failure of targeted messaging. Content marketing has also evolved to become interactive. Savvy marketers know that fostering engagement between the company and their audience through a social forum builds brand awareness and relationships which can translate to new customers and customer retention.

Traditional Approach                                   Savvy Approach

  • Relies on push content strategy          Creates an interactive strategy to foster engagement
  • Limited/static social presence            Offers content types through social platforms
  • No mobile strategy                              Optimizes content for mobile

Recruitment has typically been an industry leader using social media . New-Rules-of-Recruiting-PromoNew industry terms such as Recruitment 2.0, Social Recruiting and Social HR have emerged to describe the shifts in recruiters work and tool kit. Think about it. Job boards, applicant tracking systems and staffing vendors were key sourcing channels to generate a just in time candidate pool. However, high memberships on social platforms have resulted in a shift to proactive sourcing to seek out the best candidate instead of just relying on the applicant pool. The savvy recruiter participates in social media to promote their brand, connect, search through networks and leverage managers networks to build proactive pipelines.  Savvy campus/college recruiters understand that pro-actively cultivating relationships with students and providing a forum to interact builds an emotional connection to the company and brand.

Traditional Approach                                       Savvy Approach

  • Spends time screening out applicants    Pro-actively searches and engages candidates
  • Requisition based searches                     Uses social to build candidate pipelines
  • Relies on career centre postings             Cross promotes jobs on social networks
  • Only interacts on campus                        Uses a variety of social platforms to interact
  • Opts out of using social media                 Cross promotes company social channels

One last point to think about is the new work force. It shouldn’t come as a surprise that young people have the highest

Edison-research-graphuptake on social media platforms (as shown). As they enter the workforce they have an expectation they will use some sort of social media platform (internal or external) in their job to collaborate and/or communicate.  As a result companies have started to transform the way they communicate, engage and collaborate internally.

So, to stay relevant and competitive you need to be willing to embrace new ideas and adopt change.  Job descriptions now incorporate using social tools as part of day to day operations. Whichever way you look at it, social media at work, is inevitable. Which means resistance to social media in the workplace is futile.

By: Ann Barrett, Director eRecruitment & Social Media Strategy

The Evolution of Social Media for Visual Marketing

CnnI remember when CNN was first launched in 1980. Many people wondered how successful a specialty news channel could be. Would there even be enough content for a 24×7 channel? Almost 25 years later Ted Turner’s risk paid off, making CNN one of the most available and watched channels around the world. The success of that specialty channel paved the way for the television industry to think about marketing content for specific demographics. Other specialty channels soon followed such as MTV (1981), the Cartoon network (1992) and the Food Network (1993) just to name a few.

imagesSocial media is also evolving. Traditional social media channels such as Facebook, LinkedIn, Twitter and mobile platforms had limited image presence. Status updates, tweets and texts were quick ways to communicate. As a result specialty social channels started to emerge focusing on different types of media content. In 2004 Flickr was launched as a social site to store and share photos. Its popularity took off, but after Yahoo’s acquisition the product direction changed limiting its usage and availability. The launch of YouTube in 2005 offered a forum to communicate, teach and learn through video. Videos are publically available and accessible through search. Its success is astounding. More than 3 billion global views a day and more than 48 hours of video uploaded every minute.

pinterest_smallThis availability of visual content (images and videos) has shifted the way people view and seek information. If someone wanted to learn how to change their privacy settings on Facebook, they would probably download a video on YouTube that shows them how to do this. Most people now prefer this approach rather than reading  pages of instructions. Even bloggers have started to use images to help attract readers to their content. The desire for visual content has resulted in social media channels now using image content as the primary interaction point.

The launch of Pinterest and Instagram in 2010 and Google+ images in 2011 are great examples of how social media continues to evolve to solicit interaction and foster browniesengagement. One may wonder, like in the early days of CNN, what traction can Pinterest or Instagram have? Images evoke an emotional response.  In the words of Fred Barnard “A picture is worth one thousand words”. If you’ve used Pinterest you’ll know you can search, view and “pin” images to a board to visualize your dream kitchen, your favourite foods, shoes, clothes, travel destinations, the list goes on. That emotional response has a powerful draw that keeps people coming back. Think about the brownie picture on the right from Pinterest you’ve been eyeing, what feeling does it evoke?

In only two years Pinterest has developed a huge following, to the tune of 1.9 billion global page views per month, making Pinterest a marketing goldmine.

2013 saw many social platforms make updates to expand its use of images and graphs. Facebook launched its Graph search allowing users to create broader searches on images, videos and other content. LinkedIn removed its partner applications and replaced it with the ability to add video and images from websites directly onto your own personal profile. Twitter also launched its video app Vine, allowing users to embed 6 seconds of video into tweets.

graph search_fb

Innovative employers have realized that visual product and company branding marketed through social media channels builds followers through emotional connections. According to www.mdgmarketing.com the impact of articles featuring compelling images averages 94% more total views than those without.

Recruitment functions can also realize the benefits of image marketing through employment branding. Adding employment branding images and/or videos to postings, communications and social media presence can increase reach to potential candidates. Recruiters should leverage their LinkedIn profiles as front line employment brand ambassadors of the company. Every time a prospective candidate looks up information about a Recruiter, employment and/or company branding should be part of what they see to build that emotional connection with the company.

SLF_Ebrand

So, consider the opportunities your company can have using visual marketing build your customer base and attract talent.

by Ann Barrett, Director eRecruitment & Social Media Strategy