Leveraging Social Media and Employee Resource Groups in ...€¦ · Diversity Recruitment and...

Leveraging Social Media and Employee Resource Groups in

Diversity Recruitment and Retention Initiatives

April 2013

2 | P a g e Copyright © 2013 by Diversity Best Practices. All rights reserved.

INTRODUCTION Social media has become a primary means of communication and outreach for millions of people around the world. It is no wonder that progressive organizations would figure out ways to incorporate social media platforms into their overall business strategy. Today, diversity and inclusion leaders are leveraging social media to drive diversity recruitment and retention. In a recent Diversity Best Practices member poll, members were asked a series of questions about best practices as they relate to social media and employee resource groups (ERGs). Eighteen organizations participated, and the results of the poll are detailed in this report. While several companies did not provide detailed responses describing their company practices, they were included in the report to provide general insight on how many organizations are actually leveraging social media in their diversity strategy. OVERVIEW OF POLL RESULTS 1. Is social media a part of your company's diversity recruitment efforts? Answer

Response % Yes

15 83% No

3 17% Total 18 100% 2. If yes, what social media outlets do your company use? Check all that apply. Answer

Response % Facebook

12 80% Twitter

11 73% LinkedIn

15 100% Google+

2 13% YouTube

6 40% Race/Ethnic Specific Social Media Sites (e.g. BlackPlanet.com, etc.)

3 20%

Other

2 13% **See Response by Organization section for specific responses.


3. In what ways does your company use social media in its diversity recruiting efforts? Check all that apply. Answer

Response % Post job openings

17 100% Post company news

14 82%

Post items of interest to specific racial, ethnic, or other minority groups

9 53%

Present promotions targeted to specific demographic groups

1 6%

Host chats (video, Twitter, etc.) with specific demographic groups

2 12%

Other (please explain)

1 6%

4. Is social media a part of your company's diversity retention efforts? Answer

Response % Yes

5 28% No

13 72% Total 18 100%


5. If yes, in what ways does your company use social media in its diversity retention efforts? Check all that apply. Answer

Response %

Provides a virtual community for employees of specific demographic groups

5 100%

Post company news

3 60% Post items of interest to specific racial, ethnic or other minority groups

4 80%

Present promotions targeted to specific demographic groups

1 20%

Host chats (video, Twitter, etc.) with specific demographic groups

2 40%

Other (Please explain)

0 0% 6. What is your company's budget for its social media diversity recruiting and/or retention efforts? While responses varied, five organizations noted that other departments throughout the organization manage the budget for social media efforts. Another four companies do not have a set budget for social media efforts. *See Responses by Organization section for specific responses. 7. How does your company measure the impact of its diversity recruiting and/or retention efforts via social media? The vast majority of respondents use social media and web analytics, such as number of followers on Twitter, hits to websites, click-through rates for emails, etc., to measure the impact. *See Responses by Organization section for specific responses.


8. Does your company use its own website to build communities of targeted demographic groups? Answer

Response % Yes

5 28% No

13 72% Total 18 100% 9. If yes, please explain. Two organizations leverage their employee resource groups to build communities of targeted demographic groups using websites and social media. Another organization has a specific website that has been set up for this purpose. *See Responses by Organization section for specific responses. 10. Does your company tap its employee or business resource groups for its diversity recruiting efforts? Answer

Response % Yes

15 83% No

3 17% Total 18 100% 11. If yes, how are these groups utilized? Check all that apply. Answer

Response %

Members provide recommendations for potential candidates

10 67%

Members attend job fairs and other recruiting events on behalf of the company

15 100%

The company taps group members to gain insights on perspective employee demographic groups

10 67%


2 13% *See Responses by Organization for specific responses.


12. Does your company tap into its employee or business resource groups for its retention efforts? Answer

Response % Yes

14 78% No

4 22% Total 18 100% 13. If yes, how are these groups utilized? Check all that apply. Answer

Response %

ERGs/BRGs are included in the onboarding process

9 69%

Members serve as mentors or are assigned mentors

10 77%

Members receive information about professional development and/or career advancement

11 85%


3 23% *See Responses by Organization section for specific responses. 14. How effective has tapping into your ERGs or BRGs been in the company's diversity recruitment and/or retention efforts? Two organizations noted that the efforts have been successful and effective. However, the vast majority of organizations mentioned that metrics to measure the effectiveness of their ERGs or BRGs efforts have not been fully established. *See Responses by Organization section for specific responses. 15. How does your company measure the impact of its employee or business resource groups in its diversity recruiting and/or retention efforts? While the majority of organizations responded that it was too early to measure the impact, one organization uses success stories and retention statistics from previous years to measure the impact of its ERGs in diversity recruiting and retention. Two organizations use participation and attendance at ERG recruiting and/or retention events as measures of impact. *See Responses by Organization section for specific responses.


RESULTS BY ORGANIZATION Note: Organizations that are not identified by name elected to remain anonymous. Organization 1 Industry: Manufacturing Revenue: $1B - $10B Number of Employees: 40,000 – 50,000 Are you representing your company globally? No North America Is social media a part of your company’s diversity recruitment efforts? Yes If yes, what social media outlets do your company use?

• LinkedIn In what ways does your company use social media in its diversity recruiting efforts?

• Post job openings • Posting company news

Is social media a part of your company’s diversity retention efforts? No If yes, in what ways does your company use social media in its diversity retention efforts? N/A What is your company’s budget for its social media diversity recruiting and/or retention efforts? No response How does your company measure the impact of its diversity recruiting and/or retention efforts via social media? No response Does your company use its own website to build communities of targeted demographic groups? Yes


If yes, please explain. A social media site has been implemented that is specific to the company and allows employees to set up groups by business units, functional areas, as well as allows employees to establish an individual social media page. Does your company tap its employee or business resource groups for its diversity recruiting efforts? Yes If yes, how are these groups utilized? Check all that apply.

• Members attend job fairs and other recruiting events on behalf of the company Does your company tap into its employee or business resource groups for its retention efforts? Yes If yes, how are these groups utilized? Check all that apply. No response How effective has tapping into your ERGs or BRGs been in the company's diversity recruitment and/or retention efforts? ERGs have taken on the recruiting and/or retention as part of their group objectives. The events and activities support the company’s recruiting and retention efforts. How does your company measure the impact of its employee or business resource groups in its diversity recruiting and/or retention efforts? This initiative is just beginning so data/metrics are still pending at this time. Organization 2 Industry: Utility Revenue: $11B Number of Employees: 16,515 Are you representing your company globally? Yes Is social media a part of your company’s diversity recruitment efforts? Yes If yes, what social media outlets do your company use?

• Twitter • LinkedIn • Other – Through partnerships with Direct Employers, our career website that

distributes our job postings to 2,500 partners (e.g., Black Collegian, Black Perspective, Diversity Working, Imdiversity, Hispanic-Today, Diversity Jobs.) (Additionally, there are several veterans and disabled sites.)


In what ways does your company use social media in its diversity recruiting efforts?

• Post job openings • Posting items of interest to specific racial, ethnic or other minority groups • Host chats with specific demographic groups

Is social media a part of your company’s diversity retention efforts? No If yes, in what ways does your company use social media in its diversity retention efforts? N/A What is your company’s budget for its social media diversity recruiting and/or retention efforts? We currently pay an intern to monitor our social media with Twitter (cost: approximately $14K a year); $5K Black Collegian ad How does your company measure the impact of its diversity recruiting and/or retention efforts via social media? We are measuring Twitter—daily and weekly increases of followers and interactions with university and professional organizations mentioned. We are also measuring our emails, hires and responses on LinkedIn. Does your company use its own website to build communities of targeted demographic groups? Yes If yes, please explain. Members attend job fairs and other recruiting activities on behalf of the company. The Networkers ERG worked closely with U&CR on developing a HBCU strategy and a video that was used at Spelman and Morehouse. Does your company tap its employee or business resource groups for its diversity recruiting efforts? Yes If yes, how are these groups utilized? Check all that apply. No response Does your company tap into its employee or business resource groups for its retention efforts? No If yes, how are these groups utilized? Check all that apply. N/A


How effective has tapping into your ERGs or BRGs been in the company's diversity recruitment and/or retention efforts? Partnering with the ERGs has provided a two-fold approach: 1) the ERG members educate the recruiters. For example, our Veterans ERG developed a guide that will be used to educate the transition from military to civilian life. 2) They are partnering with targeting HBCU talent. How does your company measure the impact of its employee or business resource groups in its diversity recruiting and/or retention efforts? Currently, we have 7 percent African Americans in our internship program. We will not be able to measure the impact for 2013 until the end of December. Organization 3 Industry: Agriculture Revenue: $14.1B Number of Employees: 9,500 Are you representing your company globally? Yes Is social media a part of your company’s diversity recruitment efforts? No If yes, what social media outlets do your company use? N/A In what ways does your company use social media in its diversity recruiting efforts?


Is social media a part of your company’s diversity retention efforts? Yes If yes, in what ways does your company use social media in its diversity retention efforts?

• Provides a virtual community for employees of specific demographic groups • Post company news • Post items of interest to specific racial, ethnic or other minority groups • Host chats with specific demographic groups

What is your company’s budget for its social media diversity recruiting and/or retention efforts? No response


How does your company measure the impact of its diversity recruiting and/or retention efforts via social media? Site engagement (number of unique visitors/number of clicks per day) Does your company use its own website to build communities of targeted demographic groups? No If yes, please explain. N/A Does your company tap its employee or business resource groups for its diversity recruiting efforts? Yes If yes, how are these groups utilized? Check all that apply.

• Members attend job fairs and other recruiting events on behalf of the company • Other – informal interviews

Does your company tap into its employee or business resource groups for its retention efforts? Yes If yes, how are these groups utilized? Check all that apply.

• ERGs/BRGs are included in the onboarding process • Members serve as mentors or are assigned mentors • Members receive information about professional development and/or career

advancement How effective has tapping into your ERGs or BRGs been in the company's diversity recruitment and/or retention efforts? No response How does your company measure the impact of its employee or business resource groups in its diversity recruiting and/or retention efforts? No response Organization 4 Industry: Financial Services Revenue: $4B - $6B Number of Employees: 1,300 – 1,500 Are you representing your company globally? No Is social media a part of your company’s diversity recruitment efforts? Yes


If yes, what social media outlets do your company use? • Facebook • LinkedIn


• Post job openings • Posting company news • Other

Is social media a part of your company’s diversity retention efforts? No If yes, in what ways does your company use social media in its diversity retention efforts? N/A What is your company’s budget for its social media diversity recruiting and/or retention efforts? No specific budget How does your company measure the impact of its diversity recruiting and/or retention efforts via social media? We are still very new in the space of diversity recruiting and retention via social media, so no substantive metrics or measurements have been established yet. Does your company use its own website to build communities of targeted demographic groups? No If yes, please explain. N/A Does your company tap its employee or business resource groups for its diversity recruiting efforts? No If yes, how are these groups utilized? Check all that apply. N/A Does your company tap into its employee or business resource groups for its retention efforts? Yes If yes, how are these groups utilized? Check all that apply.

• Other – We haven’t had ERGs for very long, but we are engaging the groups to help us address issues that came up during our employee survey.


How effective has tapping into your ERGs or BRGs been in the company's diversity recruitment and/or retention efforts? Too early to tell How does your company measure the impact of its employee or business resource groups in its diversity recruiting and/or retention efforts? Too early to assess Organization 5 Industry: Medical Devices Revenue: $7.4B Number of Employees: 24,000 Are you representing your company globally? Yes Is social media a part of your company’s diversity recruitment efforts? Yes If yes, what social media outlets do your company use?

• Facebook • Twitter • LinkedIn • Google+ • YouTube



Is social media a part of your company’s diversity retention efforts? No If yes, in what ways does your company use social media in its diversity retention efforts? N/A What is your company’s budget for its social media diversity recruiting and/or retention efforts? Unknown—it is handled through our Global eMarketing division How does your company measure the impact of its diversity recruiting and/or retention efforts via social media? Looks/Hits on links: YouTube, Twitter followers, Facebook page likes/requests


Does your company use its own website to build communities of targeted demographic groups? No If yes, please explain. N/A Does your company tap its employee or business resource groups for its diversity recruiting efforts? Yes If yes, how are these groups utilized? Check all that apply.

• Members provide recommendations for potential candidates • Members attend job fairs and other recruiting events on behalf of the company • Company taps group members to gain insights on perspective employee

demographic groups Does your company tap into its employee or business resource groups for its retention efforts? Yes If yes, how are these groups utilized? Check all that apply.


advancement How effective has tapping into your ERGs or BRGs been in the company's diversity recruitment and/or retention efforts? Newly used resource, employees are becoming more engaged when tapped to help with recruitment or launch activities. They are expressing pride in their position, organization, and the company. How does your company measure the impact of its employee or business resource groups in its diversity recruiting and/or retention efforts? No hard measure, but we do track membership lists for increases/decreases Organization 6 Industry: Energy Revenue: $14B Number of Employees: 20,000 Are you representing your company globally? Yes Is social media a part of your company’s diversity recruitment efforts? Yes If yes, what social media outlets do your company use?

• Facebook


• Twitter • LinkedIn


• Post job openings • Posting company news • Posting items of interest to specific racial, ethnic, or other minority groups

Is social media a part of your company’s diversity retention efforts? No If yes, in what ways does your company use social media in its diversity retention efforts? N/A What is your company’s budget for its social media diversity recruiting and/or retention efforts? No response How does your company measure the impact of its diversity recruiting and/or retention efforts via social media? Recruiting – effectiveness of channels Does your company use its own website to build communities of targeted demographic groups? No If yes, please explain. N/A Does your company tap its employee or business resource groups for its diversity recruiting efforts? Yes If yes, how are these groups utilized? Check all that apply.

• Members attend job fairs and other recruiting events on behalf of the company Does your company tap into its employee or business resource groups for its retention efforts? Yes If yes, how are these groups utilized? Check all that apply.


advancement


How effective has tapping into your ERGs or BRGs been in the company's diversity recruitment and/or retention efforts? Our current mentoring program is an outgrowth of the ERG program and is now company-wide. ERG scholarship winners are seen as a source for talent in filling internships and joining the company as regular hires. Many have. How does your company measure the impact of its employee or business resource groups in its diversity recruiting and/or retention efforts? Participation and support Organization 7 Industry: Aviation Revenue: $25B Number of Employees: 60,000 Are you representing your company globally? Yes Is social media a part of your company’s diversity recruitment efforts? Yes If yes, what social media outlets do your company use?

• Facebook • Twitter • LinkedIn • Google+ • YouTube • Race/Ethnic Specific Social Media Sites (e.g. BlackPlanet.com, etc.)

o BlackAtlas.com; Aprendi.com In what ways does your company use social media in its diversity recruiting efforts?

• Post job openings • Posting company news • Post items of interest to specific racial, ethnic, or other minority groups • Present promotions targeted to specific demographic groups

Is social media a part of your company’s diversity retention efforts? No If yes, in what ways does your company use social media in its diversity retention efforts? N/A


What is your company’s budget for its social media diversity recruiting and/or retention efforts? No response How does your company measure the impact of its diversity recruiting and/or retention efforts via social media? Social media statistics Does your company use its own website to build communities of targeted demographic groups? Yes If yes, please explain. No response Does your company tap its employee or business resource groups for its diversity recruiting efforts? Yes If yes, how are these groups utilized? Check all that apply.

• Members attend job fairs and other recruiting events on behalf of the company • The company taps groups members to gain insights on perspective employee



advancement How effective has tapping into your ERGs or BRGs been in the company's diversity recruitment and/or retention efforts? We have received great responses from employees at all levels. How does your company measure the impact of its employee or business resource groups in its diversity recruiting and/or retention efforts? We currently do not have an effective measurement tool. Organization 8 Industry: Insurance Revenue: $24B Number of Employees: 5,000 Are you representing your company globally? No


North America Is social media a part of your company’s diversity recruitment efforts? No If yes, what social media outlets do your company use? N/A In what ways does your company use social media in its diversity recruiting efforts?

• Post job openings • Posting company news • Post items of interest to specific racial, ethnic, or other minority groups

Is social media a part of your company’s diversity retention efforts? No If yes, in what ways does your company use social media in its diversity retention efforts? N/A What is your company’s budget for its social media diversity recruiting and/or retention efforts? N/A How does your company measure the impact of its diversity recruiting and/or retention efforts via social media? N/A Does your company use its own website to build communities of targeted demographic groups? No If yes, please explain. N/A Does your company tap its employee or business resource groups for its diversity recruiting efforts? Yes If yes, how are these groups utilized? Check all that apply.

• Members provide recommendations for potential candidates • Members attend job fairs and other recruiting events on behalf of the company • The company taps group members to gain insights on perspective employee

demographic groups




advancement How effective has tapping into your ERGs or BRGs been in the company's diversity recruitment and/or retention efforts? The efforts are too new to determine effectiveness. How does your company measure the impact of its employee or business resource groups in its diversity recruiting and/or retention efforts? The efforts are too new to determine effectiveness. Organization 9 Industry: Professional Services Revenue: $5B - $10B Number of Employees: 20,000 – 30,000 Are you representing your company globally? No United States Is social media a part of your company’s diversity recruitment efforts? Yes If yes, what social media outlets do your company use?

• Facebook • Twitter • LinkedIn • YouTube



Is social media a part of your company’s diversity retention efforts? No


If yes, in what ways does your company use social media in its diversity retention efforts? N/A What is your company’s budget for its social media diversity recruiting and/or retention efforts? No response How does your company measure the impact of its diversity recruiting and/or retention efforts via social media? Number of followers and visits Does your company use its own website to build communities of targeted demographic groups? No If yes, please explain. N/A Does your company tap its employee or business resource groups for its diversity recruiting efforts? Yes If yes, how are these groups utilized? Check all that apply.




advancement How effective has tapping into your ERGs or BRGs been in the company's diversity recruitment and/or retention efforts? Very effective and critical component of our overall recruiting efforts How does your company measure the impact of its employee or business resource groups in its diversity recruiting and/or retention efforts? We track retention and engagement of members vs. non-members


Organization 10 - USTA Industry: Membership Organization Revenue: $300M Number of Employees: 350 - 400 Are you representing your company globally? No United States Is social media a part of your company’s diversity recruitment efforts? No If yes, what social media outlets do your company use? N/A In what ways does your company use social media in its diversity recruiting efforts? N/A Is social media a part of your company’s diversity retention efforts? No If yes, in what ways does your company use social media in its diversity retention efforts? N/A What is your company’s budget for its social media diversity recruiting and/or retention efforts? N/A How does your company measure the impact of its diversity recruiting and/or retention efforts via social media? N/A Does your company use its own website to build communities of targeted demographic groups? No If yes, please explain. N/A Does your company tap its employee or business resource groups for its diversity recruiting efforts? No


If yes, how are these groups utilized? Check all that apply. N/A Does your company tap into its employee or business resource groups for its retention efforts? No If yes, how are these groups utilized? Check all that apply. N/A How effective has tapping into your ERGs or BRGs been in the company's diversity recruitment and/or retention efforts? N/A How does your company measure the impact of its employee or business resource groups in its diversity recruiting and/or retention efforts? N/A Organization 11 Industry: Consulting Revenue: Unreported Number of Employees: 8,000 Are you representing your company globally? No North America Is social media a part of your company’s diversity recruitment efforts? Yes If yes, what social media outlets do your company use?

• Facebook • LinkedIn • Other - Yammer




• Provides a virtual community for employees of specific demographic groups


• Post company news • Post items of interest to specific racial, ethnic or other minority groups • Host chats with specific demographic groups

What is your company’s budget for its social media diversity recruiting and/or retention efforts? $0 How does your company measure the impact of its diversity recruiting and/or retention efforts via social media? No response Does your company use its own website to build communities of targeted demographic groups? No If yes, please explain. N/A Does your company tap its employee or business resource groups for its diversity recruiting efforts? Yes If yes, how are these groups utilized? Check all that apply.

• Members provide recommendations for potential candidates • Members attend job fairs and other recruiting events on behalf of the company


• Members serve as mentors or are assigned mentors • Members receive information about professional development and/or career

advancement • Other – Supporting more face-to-face networking and collaboration, helping

others overcome bias How effective has tapping into your ERGs or BRGs been in the company's diversity recruitment and/or retention efforts? We have been able to participate in more diversity-focused recruitment events and include more diversity in our annual recruiting events. For retention, employees have expressed the benefit of having employee resource groups to support their development and as a channel to explore more people-focused initiatives across diversity dimensions. How does your company measure the impact of its employee or business resource groups in its diversity recruiting and/or retention efforts? No response


Organization 12 Industry: Financial Services Revenue: $5B - $10B Number of Employees: 5,000 Are you representing your company globally? Yes Is social media a part of your company’s diversity recruitment efforts? Yes If yes, what social media outlets do your company use?

• Facebook • LinkedIn



Is social media a part of your company’s diversity retention efforts? No If yes, in what ways does your company use social media in its diversity retention efforts? N/A What is your company’s budget for its social media diversity recruiting and/or retention efforts? It is included with the media spend—perhaps around $30K How does your company measure the impact of its diversity recruiting and/or retention efforts via social media? We look at traffic of the sites and then the click through to our careers and job posting. We assess the traffic compared to cost to view a ROI. Does your company use its own website to build communities of targeted demographic groups? No If yes, please explain. N/A Does your company tap its employee or business resource groups for its diversity recruiting efforts? Yes


If yes, how are these groups utilized? Check all that apply. • Members provide recommendations for potential candidates • Members attend job fairs and other recruiting events on behalf of the company • The company taps group members to gain insights on perspective employee


• ERGs/BRGs are included in the onboarding process • Members receive information about professional development and/or career

advancement How effective has tapping into your ERGs or BRGs been in the company's diversity recruitment and/or retention efforts? In the past, it was not a targeted focus area. In 2013, they have added recruiting efforts into their business plans and focusing in this area. How does your company measure the impact of its employee or business resource groups in its diversity recruiting and/or retention efforts? For diversity recruiting, we will be looking at the influence our employee resource groups have on referrals, attracting potential candidates and championing them within the company. Organization 13 – Herman Miller, Inc. Industry: Furniture Revenue: $1.8B Number of Employees: 5,000 Are you representing your company globally? No North America Is social media a part of your company’s diversity recruitment efforts? Yes If yes, what social media outlets do your company use?

• Twitter • LinkedIn




Is social media a part of your company’s diversity retention efforts? No If yes, in what ways does your company use social media in its diversity retention efforts? N/A What is your company’s budget for its social media diversity recruiting and/or retention efforts? N/A How does your company measure the impact of its diversity recruiting and/or retention efforts via social media? We usually measure this by the feedback of how they heard of the opportunity when they apply for the position. Does your company use its own website to build communities of targeted demographic groups? No If yes, please explain. N/A Does your company tap its employee or business resource groups for its diversity recruiting efforts? Yes If yes, how are these groups utilized? Check all that apply.

• Members provide recommendations for potential candidates • Members attend job fairs and other recruiting events on behalf of the company • Other – Local diversity groups such as B.L.E.N.D. hold networking events for

networking and recruiting talent. Does your company tap into its employee or business resource groups for its retention efforts? Yes If yes, how are these groups utilized? Check all that apply.

• Members receive information about professional development and/or career advancement

How effective has tapping into your ERGs or BRGs been in the company's diversity recruitment and/or retention efforts? At this point, I don’t have a measurement/data to back up how successful it has been. How does your company measure the impact of its employee or business resource groups in its diversity recruiting and/or retention efforts? By employee’s application and the referral box that can input where they have heard about the opportunity


Organization 14 Industry: Financial Services Revenue: $1B - $2B Number of Employees: 980 Are you representing your company globally? Yes Is social media a part of your company’s diversity recruitment efforts? Yes If yes, what social media outlets do your company use?

• Facebook • Twitter • LinkedIn


• Post job openings Is social media a part of your company’s diversity retention efforts? Yes If yes, in what ways does your company use social media in its diversity retention efforts?

• Provides a virtual community for employees of specific demographic groups What is your company’s budget for its social media diversity recruiting and/or retention efforts? There is no separate budget; it is part of our Talent Acquisition budget. How does your company measure the impact of its diversity recruiting and/or retention efforts via social media? As part of our applicant tracking system, applicants are asked to indicate how they learned about the career opportunity for which they are applying. They are able to indicate the media source in the online entry. Does your company use its own website to build communities of targeted demographic groups? No If yes, please explain. N/A


Does your company tap its employee or business resource groups for its diversity recruiting efforts? Yes If yes, how are these groups utilized? Check all that apply.



• Members serve as mentors or are assigned mentors • Members receive information about professional development and/or career

advancement • Other – Focus discussion sessions

How effective has tapping into your ERGs or BRGs been in the company's diversity recruitment and/or retention efforts? The process has been effective and also has a positive impact on the company’s D&I engagement index. How does your company measure the impact of its employee or business resource groups in its diversity recruiting and/or retention efforts? Based on career fairs attended and ERG participation, we track applicants/candidates/hires from specific career fairs. We also track referrals from ERG participants as well as all company-wide referrals. Additionally, we track ERG participation in onboarding/mentoring. Organization 15 Industry: Healthcare Revenue: $65B Number of Employees: 118,000 Are you representing your company globally? No North America/United States Is social media a part of your company’s diversity recruitment efforts? Yes If yes, what social media outlets do your company use?

• Facebook • Twitter


• LinkedIn • YouTube • Race/Ethnic Specific Social Media Sites (e.g. BlackPlanet.com, etc.)

o Too many to list—probably more than 20+ different sites In what ways does your company use social media in its diversity recruiting efforts?

• Post job openings • Posting company news • Post items of interest to specific racial, ethnic, or other minority groups • Host chats (video, Twitter, etc.) with specific demographic groups


• Provides a virtual community for employees of specific demographic groups • Post company news • Post items of interest to specific racial, ethnic or other minority groups • Present promotions targeted to specific demographic groups

What is your company’s budget for its social media diversity recruiting and/or retention efforts? Varies, there are 250 companies under the company’s umbrella. Each company has its own budget and then we have a corporate budget. How does your company measure the impact of its diversity recruiting and/or retention efforts via social media? Diversity outreach/awareness, number of candidates hired, number of candidates promoted (development), number of external candidates added to talent pools Does your company use its own website to build communities of targeted demographic groups? Yes If yes, please explain. We have dedicated employee resource groups that focus on diversity engagement, awareness, and retention. Does your company tap its employee or business resource groups for its diversity recruiting efforts? Yes If yes, how are these groups utilized? Check all that apply.

• Members provide recommendations for potential candidates


• Members attend job fairs and other recruiting events on behalf of the company • The company taps group members to gain insights on perspective employee


• ERGs/BRGs are included in the onboarding process • Members serve as mentors or are assigned mentors

How effective has tapping into your ERGs or BRGs been in the company's diversity recruitment and/or retention efforts? Given the size of our organization, this is a tough metric to measure How does your company measure the impact of its employee or business resource groups in its diversity recruiting and/or retention efforts? No response Organization 16 Industry: Financial Services Revenue: $130B Number of Employees: 8,500 Are you representing your company globally? No Northeast United States Is social media a part of your company’s diversity recruitment efforts? Yes If yes, what social media outlets do your company use?

• Facebook • Twitter • LinkedIn


• Post job openings Is social media a part of your company’s diversity retention efforts? No


If yes, in what ways does your company use social media in its diversity retention efforts? N/A What is your company’s budget for its social media diversity recruiting and/or retention efforts? No response How does your company measure the impact of its diversity recruiting and/or retention efforts via social media? No response Does your company use its own website to build communities of targeted demographic groups? Yes If yes, please explain. No response Does your company tap its employee or business resource groups for its diversity recruiting efforts? Yes If yes, how are these groups utilized? Check all that apply.


demographic groups Does your company tap into its employee or business resource groups for its retention efforts? No If yes, how are these groups utilized? Check all that apply. N/A How effective has tapping into your ERGs or BRGs been in the company's diversity recruitment and/or retention efforts? No response How does your company measure the impact of its employee or business resource groups in its diversity recruiting and/or retention efforts? No response Organization 17 – Wells Fargo Industry: Financial Services Revenue: $20B Number of Employees: 280,000


Are you representing your company globally? Yes Is social media a part of your company’s diversity recruitment efforts? Yes If yes, what social media outlets do your company use?

• Facebook • Twitter • LinkedIn • YouTube


• Post job openings • Post company news • Post items of interest to specific racial, ethnic, or other minority groups

Is social media a part of your company’s diversity retention efforts? No If yes, in what ways does your company use social media in its diversity retention efforts? N/A What is your company’s budget for its social media diversity recruiting and/or retention efforts? It varies by line of business and if program is executed internally. How does your company measure the impact of its diversity recruiting and/or retention efforts via social media? Common metrics are reach, virality, views, applications, and ultimately hires from our efforts. Does your company use its own website to build communities of targeted demographic groups? No If yes, please explain. N/A Does your company tap its employee or business resource groups for its diversity recruiting efforts? Yes If yes, how are these groups utilized? Check all that apply.

• Members attend job fairs and other recruiting events on behalf of the company


• The company taps group members to gain insights on perspective employee demographic groups

Does your company tap into its employee or business resource groups for its retention efforts? No If yes, how are these groups utilized? Check all that apply. N/A How effective has tapping into your ERGs or BRGs been in the company's diversity recruitment and/or retention efforts? Very effective—helping candidates and team members connect with those whom they have something in common with has been very effective. How does your company measure the impact of its employee or business resource groups in its diversity recruiting and/or retention efforts? It is difficult to put a quantitative metric to the effectiveness. Given the response, I would say they have been a very positive addition to our Team Member resources. Organization 18 Industry: Insurance Revenue: $26.7B Number of Employees: 65,000 Are you representing your company globally? Yes Is social media a part of your company’s diversity recruitment efforts? Yes If yes, what social media outlets do your company use?

• Facebook • Twitter • LinkedIn • YouTube • Race/Ethnic Specific Social Media Sites (e.g. BlackPlanet.com, etc.)

o BlackPlanet.com; iHispano In what ways does your company use social media in its diversity recruiting efforts?

• Post job openings • Post company news • Post items of interest to specific racial, ethnic, or other minority groups



• Provides a virtual community for employees of specific demographic groups • Post items of interest to specific racial, ethnic or other minority groups

What is your company’s budget for its social media diversity recruiting and/or retention efforts? $20,000 How does your company measure the impact of its diversity recruiting and/or retention efforts via social media? HootSuite, web analytics software to track web visit/traffic, ATS source reporting (in application) Does your company use its own website to build communities of targeted demographic groups? No If yes, please explain. N/A Does your company tap its employee or business resource groups for its diversity recruiting efforts? Yes If yes, how are these groups utilized? Check all that apply.




advancement


How effective has tapping into your ERGs or BRGs been in the company's diversity recruitment and/or retention efforts? So far, it has been effective, but hard data is not yet available—it’s a relatively new strategy How does your company measure the impact of its employee or business resource groups in its diversity recruiting and/or retention efforts? Source reporting in ATS, success stories, comparing retention numbers to previous years (when ERG was not yet form) CONCLUSION This survey found that the majority of respondents leverage social media in their diversity recruitment efforts. From Facebook to Twitter to LinkedIn, diversity and inclusion initiatives are broadening their influence by incorporating communication platforms that have the ability to maximize their reach. However, a smaller number of companies are using social media platforms in their diversity retention efforts. While five organizations have online communities for diverse employees, a key inclusion opportunity for organizations is to leverage social media as a way to keep diverse employees connected and engaged—a critical way to decrease employee turnover. The survey also found that the majority of organizations use their employee resource groups for diversity recruiting and retention efforts. Even though most companies are still establishing clear metrics, most have found utilizing ERGs in this way to be an effect diversity and inclusion tactic.

Leveraging Social Media and Employee Resource Groups in ...€¦ · Diversity Recruitment and...

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