2 Comments

Frustrated Over Social Media Adoption?


Is this you?

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You want to adopt Social Recruiting or Social Media in to your organisation?

You want others to share your enthusiasm for the potential offered by these communication and network channels?

Knocking your head against a brick wall to be heard?

The solution might be that you are trying to change too much at once or being over evangelical to get anywhere.

Everything you did B.S. (Before Social) was not bad or ineffective.

Not all your solutions lie with Social Media

You are reading this blog, so as an individual you are already committed and a believer. I think enthusiasts and evangelists fail because they favour revolution over evolution and speak in silver bullet terms.

You may well work for a company that has given adoption a go and dropped out because the expectation of return was too high or the timescale you set for a return was too short.  Lots of companies go at it with a big, loud launch then drop out when the candidates or clients  don’t immediately come flooding through the door. Make sure the expectation you set is conservative.

If you want social media adoption, change your thinking. People are scared, in some cases threatened by new things, particularly technology. They feel inadequate or incompetent, or just comfortable as they are. If it’s not broke,why fix it?

Look for areas of integration rather than a whole new implementation strategy.

Don’t try to change the world. Start with one step, or introduce social in to one aspect of the business. Look for an area you can get an early win then expand from there.

Make social a part of your communications strategy and  policy, rather than a policy or strategy in its own right. It shouldn’t be a separate part of your operating practice, weave social in to your existing practice and policy. To separate builds fear and puts the barriers up.

Don’t get frustrated by early resistance or knock backs. Acceptance takes time.

Think of social media as a whole, rather than individual channels, and start by asking your existing candidates, colleagues and customers what they might want.

Hope this gives you some food for thought. What has been your biggest barriers to introducing social media in to your business?

Keep being ambassadors for social,

Bill

2 comments on “Frustrated Over Social Media Adoption?

  1. The biggest barrier to introducing social media to our business to date is ME!

    Why? – after all, it’s my job operationally to keep us above and ahead with adapting technology and innovation alongside the evolving recruitment business model.. the reason is threefold [at least] because [1] I like Pink Floyd, partial to the Beatles and proclaim the best pop era ever, in the history of man is the 80’s. [2] so does my c-suit boss and [3] the current model operated is 100% profit stream in the traditional sense and enjoys a year on year growth path.

    Ok what does that mean [and to relieve the gasp and ore of this self revelation!]? This simply means that I am a Gen-Xer which coupled together with other forces beyond my control [as well as ‘that’s the kind of guy I am’] meant a deep investigation with the Aquarian finite attention to detail’ ilk [not to be confused with futurology] have, after a year or two of unravelling and testing , have now become a re born Gen-Yer armed with sensibility. Ok – that meant also being locked in a darkened room for a while but did emerge a reserved evangelist via some metamorphic event!

    So what really changed? It was my mindset. That was the first barrier – me. The next barrier, armed with this knowledge is indeed both a predicament but a greater opportunity, in how to influence the key Gen-Xer executives in C-Suite? This is some task to work out and through sensible reservation I will not unleash though tempting, hype and evangelism in one blast, but rather, moderated sensibility.

    Now I have become a dragonfly mindset and must set about to educate the successful dinosaur! But I realise, the hype curve for me at least, was in fact a learning curve for my own re-generation and I must use these special powers wisely to put together the greatest theoretical strategy in social media together with terrific insight in how it would work and be implemented and integrated – even alongside the traditional revenue stream and without a big bang theory. Cool. But now, I still have to influence the key executives in C-Suit?

    If you don’t get it, how can you influence others. And accountants, ..no, it is not a cost saving exercise!

    I always advocate that today’s leaders need to think about tomorrows technology and strategy today and most leaders would readily agree in any industry. But when that approaches the social media topic – nay revolution in the Recruitment business, it can be a taboo subject even fiercely opposed!

    Yes, we are in a business as many businesses, that have had several shifts in technology over time, some even a gift. But for social media, whilst it is the biggest gift ever on the horizon which especially for recruitment is a means to put the conversation back into recruitment and build brand within talent streams and through our people, will still be met with such fierce reluctance.

    Fortunately, I have to say [yes I do have to say!] that I am with a company always innovating but I would also say that big company, small company, it’s the mindset that counts and measured teaching and reassurance is required. Such reluctance generally in the industry is either because of fear of the unknown or poorly convinced mindsets are in denial of such entity existing just as I reluctantly moved on from Pink Floyd or prefer my 1987 Mobira (Nokia) Cityman to my Smartphone.
    Perhaps some will no longer want to learn – they have met their aspirations and perhaps may not intend to be around for the ‘tomorrow’. Maybe it is some protectionism instinct against what is seen as a threat to where the 100% of existing revenue stream exists. In all cases of the aforementioned the C-Suit are not willing to enter the mindset shift as long as they feel it has nothing to do with them. They don’t understand LinkedIn and Twitter, Facebook and they don’t want to know the intricacies. Their kids might use it but that’s nothing to do with them and they are too busy to ask. They do business as it should be, face to face, on the phone and no doubt liquid lunches and maybe some press adds and outbound interrupt marketing campaign now and again. A balanced approach is required and must be an overall measured strategy. The walls will come down slowly but surely. Still reading print media, the message is appearing more and more and some will ask one day at the coffee machine ‘what’s linkedin’! ones reply must be reserved!

    Now you don’t want to scare anyone off, but not new is that businesses will innovate or die – even more so today than ever and if all else fails, the older ‘reluctant to change’ mindset may retire soon!. Certainly being client lead, I’m sure near 50% our customers in just 5 years from now will be of the Gen-Yer mindset and the other 50% will have morphed as I have – but also certainly, clients and candidates [the audience] will be expecting nothing less than ones ‘signal’ to be in social media space and not in the inbox and letterbox along with the spam. But without being evangelistic [well maybe a little licence here] it is true that “We’re quickly moving from a time of mass communications to one of masses of communicators ”. That is I discover, the moving from the web1.0 outbound interrupt mindset to web2.0 inbound mindset!

    When the revolution of fax came – the words ‘trust me’ was enough to convince the C-Suit! The newfangled ‘social media’ thingy will need influencers to work harder but with sensibility to shift C-Suit mindset!

    Would Mozart have wild staring eyes of disbelief when shown an MP4 I wondered. I would have to right back start from where he’s at. Not therefore an evangelistic the end is nigh! However true it is, or not, Recruiters will evolve to be talent engagement networkers of needs and wants [what we have done always really..] but more quality and niche, less churn and burn. Jobboards and job posting sites will end in the current form at least, static CRMs will become dynamic and connected in a cloud with powerful trend analytics to better drive strategy. Email is already kaput… power through experience, engagement and conversation will be a new order bla bla!

    However, I am always impressed to see the odd C-Suit set take part and when they do, their company will excel more so as a market leader and have more conversation with more customers in an upwardly inbound B2B spiral into the future.

    Bill Boorman, Matt Alder, Andy Headworth and many other digital & social media disciples – purveyors of fine knowledge – keep spreading the word. Excellent!!

  2. The biggest barrier to introducing social media to our business to date is ME!

    Why? – after all, it’s my job operationally to keep us above and ahead with adapting technology and innovation alongside the evolving recruitment business model.. the reason is threefold [at least] because [1] I like Pink Floyd, partial to the Beatles and proclaim the best pop era ever, in the history of man is the 80’s. [2] so does my c-suit boss and [3] the current model operated is 100% profit stream in the traditional sense and enjoys a year on year growth path.

    Ok what does that mean [and to relieve the gasp and ore of this self revelation!]? This simply means that I am a Gen-Xer which coupled together with other forces beyond my control [as well as ‘that’s the kind of guy I am’] meant a deep investigation with the Aquarian finite attention to detail’ ilk [not to be confused with futurology] have, after a year or two of unravelling and testing , have now become a re born Gen-Yer armed with sensibility. Ok – that meant also being locked in a darkened room for a while but did emerge a reserved evangelist via some metamorphic event!

    So what really changed? It was my mindset. That was the first barrier – me. The next barrier, armed with this knowledge is indeed both a predicament but a greater opportunity, in how to influence the key Gen-Xer executives in C-Suite? This is some task to work out and through sensible reservation I will not unleash though tempting, hype and evangelism in one blast, but rather, moderated sensibility.

    Now I have become a dragonfly mindset and must set about to educate the successful dinosaur! But I realise, the hype curve for me at least, was in fact a learning curve for my own re-generation and I must use these special powers wisely to put together the greatest theoretical strategy in social media together with terrific insight in how it would work and be implemented and integrated – even alongside the traditional revenue stream and without a big bang theory. Cool. But now, I still have to influence the key executives in C-Suit?
    If you don’t get it, how can you influence others. And accountants, ..no, it is not a cost saving exercise!
    I always advocate that today’s leaders need to think about tomorrows technology and strategy today and most leaders would readily agree in any industry. But when that approaches the social media topic – nay revolution in the Recruitment business, it can be a taboo subject even fiercely opposed!

    Yes, we are in a business as many businesses, that have had several shifts in technology over time, some even a gift. But for social media, whilst it is the biggest gift ever on the horizon which especially for recruitment is a means to put the conversation back into recruitment and build brand within talent streams and through our people, will still be met with such fierce reluctance.

    Fortunately, I have to say [yes I do have to say!] that I am with a company always innovating but I would also say that big company, small company, it’s the mindset that counts and measured teaching and reassurance is required. Such reluctance generally in the industry is either because of fear of the unknown or poorly convinced mindsets are in denial of such entity existing just as I reluctantly moved on from Pink Floyd or prefer my 1987 Mobira (Nokia) Cityman to my Smartphone.
    Perhaps some will no longer want to learn – they have met their aspirations and perhaps may not intend to be around for the ‘tomorrow’. Maybe it is some protectionism instinct against what is seen as a threat to where the 100% of existing revenue stream exists. In all cases of the aforementioned the C-Suit are not willing to enter the mindset shift as long as they feel it has nothing to do with them. They don’t understand LinkedIn and Twitter, Facebook and they don’t want to know the intricacies. Their kids might use it but that’s nothing to do with them and they are too busy to ask. They do business as it should be, face to face, on the phone and no doubt liquid lunches and maybe some press adds and outbound interrupt marketing campaign now and again. A balanced approach is required and must be an overall measured strategy. The walls will come down slowly but surely. Still reading print media, the message is appearing more and more and some will ask one day at the coffee machine ‘what’s linkedin ?’! ones reply must be reserved!

    Now you don’t want to scare anyone off, but not new is that businesses will innovate or die – even more so today than ever and if all else fails, the older ‘reluctant to change’ mindset may retire soon!. Certainly being client lead, I’m sure near 50% our customers in just 5 years from now will be of the Gen-Yer mindset and the other 50% will have morphed as I have – but also certainly, clients and candidates [the audience] will be expecting nothing less than ones ‘signal’ to be in social media space and not in the inbox and letterbox along with the spam. But without being evangelistic [well maybe a little licence here] it is true that “We’re quickly moving from a time of mass communications to one of masses of communicators ”. That is I discover, the moving from the web1.0 outbound interrupt mindset to web2.0 inbound mindset!

    When the revolution of fax came – the words ‘trust me’ was enough to convince the C-Suit! The newfangled ‘social media’ thingy will need influencers to work harder but with sensibility to shift C-Suit mindset!

    Would Mozart have wild staring eyes of disbelief when shown an MP4 I wondered. I would have to right back start from where he’s at. Not therefore an evangelistic the end is nigh! However true it is, or not, Recruiters will evolve to be talent engagement networkers of needs and wants [what we have done always really..] but more quality and niche, less churn and burn. Jobboards and job posting sites will end in the current form at least, static CRMs will become dynamic and connected in a cloud with powerful trend analytics to better drive strategy. Email is already kaput… power through experience, engagement and conversation will be a new order bla bla!

    However, I am always impressed to see the odd C-Suit set take part and when they do, their company will excel more so as a market leader and have more conversation with more customers in an upwardly inbound B2B spiral into the future.

    Bill Boorman, Matt Alder, Andy Headworth and many, many other digital, recruiting, HR & social media disciples – purveyors of fine knowledge – keep spreading the word. Excellent!!

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