7 Responses to "Web 2.0 and Employer Branding"
  1. Charee says:

    Great interview Shannon. You’re a true pioneer and influencer for our industry. I hope that your insight and expertise helps to ease the fears companies have in implementing 2.0 tools.

  2. Bill Vick says:

    Wow! Great and insightful words Shannon. I’m a true believer in the growing use of web technologies being used in the shifting recruitment paradigm. You said it all in a very common sense and easy to read way. Nice!

  3. Shannon says:

    Charee – Thank you very much. I do have such a belief and passion for connecting people on a very real and authentic level, and sometimes that leads to road that is rough to travel. I appreciate your words more than you know.

    Bill – I have been told throughout my career that I seem to be able to bring techy concepts down to a very common sense level, I am glad that what I have to say is viewed that way so thank you for your comment!

    The ability to connect with people through new online tools is transforming our world and our expectations about how we make money and work. The effects on corporate America and the global economy will be profound.

  4. Norm says:

    Shannon, I concur with both Charee and Bill. You are a leader of this crusade…and you speak the language of the people. Though many companies have not yet awaken from their slumber…or they are very much awake and are afraid for anyone to see what’s behind the Oz curtain. Know that we continue to watch, learn from you, and emulate you. Keep making us proud!

  5. Romuald says:

    Shannon,
    This is a great post! It really simmarizes it all.
    Additional comments below

    On question 1 (defining web 2.0(, what I would add are web 2.0 technologies such as Ajax. These technologies are very user-centered and aim at providing a better user-experience.

    There are also other technologies revolving around SOA and SaaS. While not strictly web 2.0, these are technologies that support web 2.0 applications. Can you really have a web 2.0 app if you don’t have an API that is available for other applications to use?

    On question #2 (available solutions)
    you summarize it all: web 2.0 is about communicating. Social networking sites are one great medium for supporting this communication. However I see 2 issues with your statement “where they already spend time online”:

    1. As an individual I may not be that much interested to have my colleagues and my boss on my Facebook (or Orkut, Hi5, Xing, Viadeo, …) network.
    I might be more interested to have a separated, dedicated “social” networking site that is related to my job
    2. As an employer, I may want to have a greater control over what is exchanged by who than Facebook allows me.
    I know we all say that employers should open up, but the reality remains that Intellectual Property is something that is to stay for quite some time still.
    Whatever open the employer is, it might not be very fond to have proprietary information (e.g. client names, sales numbers, …) flowing in this social network that might include competitors.

    It seems to me there are needs that are not filled by the current solutions. That might be where corporate social networks such as SelectMinds and AdaptiveIn come into play.

  6. Emma Lambert says:

    To secure employee engagements, comms channels internally must match the technology of external, customer-facing websites. Certainly, RSS feeds are useful because they allow employees to tailor the company news that is most relevant to them. General Motors, in the US, has had impressive results with employee portals and RSS news feeds.

  7. Hi all

    I just stumbled across this blog through a blog search. Great site, which raises some of the issues that I and my colleagues are struggling with right now.

    I’m a senior consultant in the employer branding department of Danske Bank Group, a financial services company in Northern Europe with 25,000 employees. We have worked strategically with employer branding since 2003 and have come to a point where we want to rethink our multichannel approach to include web 2.0 in our external activities aimed at potential employees.

    Our approach is involvement instead of communication. This means that web 2.0 is not simply a question of meeting potential applicants in their own media, but also of meeting them in new and different ways where we are asking actively for their influence and input.

    This is based on the old, but true wisdom:

    Tell me, and I’ll forget
    Show me, and I’ll remember
    Involve me, and I’ll understand

    As a 1st step we have decided to take on the challenge of web 2.0 at external sites instead of our own career website. We have also decided to postpone use of major sites like facebook for a variety of reason, including risk analysis (content as well as resources). Instead, we are for now using a micro site (http: kampus.nu) aimed at students at Danish universities and business schools. The experiences during these first couple of weeks have been overwhelming. We have asked for input, and not only do our target groups comment and come up with great ideas – they have also begun using the site to interact with each other.

    I am interested to receive any input and experiences on one of the most basic issues for us: should web 2.0 be undertaken at own or external sites?

    Ole Bech-Petersen
    Danske Bank Group

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