Social Media and HR Summit - Recruitment, Retention & Engagement in a Web 2.0 World
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Conference at a Glance

Learn from the most successful and admired employers, such as Southwest Airlines and Zappos, how to use the latest Internet resources to re-engage average employees and turn them into "rock star" contributors. Choose sessions in two tracks packed with case-studies and valuable takeaways:

Track 1: HR benefits communication and social media
Track 2: Using social media for recruitment, retention and engagement

Unable to attend the conference in Chicago? Now you can join us virtually via webcast. Click here to register.


DAY ONE - Thursday, December 3, 2009

8:15 a.m. - 8:30 a.m.
Welcome and Introduction:

Brian Baker, Vice President of Organizational Performance and Implementation for Aon Consulting,
Dan Oswald, President, M. Lee Smith Publishers LLC, and
Mark Ragan, CEO, Ragan Communications

8:30 a.m. - 9:30 a.m.
Opening Keynote:

Shel Holtz, Holtz Communication + Technology

Recruiting via Social Media

Most of the conversation about applying social media to HR zeroes in on recruiting, and no wonder. The ability to find candidates and vet them through social media channels lends a whole new dimension to attracting the best employees to your company. In this example-rich keynote, online communication expert Shel Holtz, ABC, will walk you through:
  • LinkedIn as a recruiting channel
  • Tapping into blogs and Twitter
  • The dos and don'ts of exploring candidates' online presence
  • How employee-generated media can bolster your recruiting efforts
  • Hosting virtual job fairs

Shel Holtz counsels organizations on effective online communication, including the strategic uses of social media. He has written or co-written six books on online communication and speaks regularly at conferences and other venues. Shel is co-host of the first communications-focused podcast, "For Immediate Release," and blogs at http://blog.holtz.com.

9:45 a.m. - 10:45 a.m.
TWO Simultaneous Sessions

Track One: HR Benefits Communication and Social Media Track - Session 1
Strategies to build a bench strength of leaders who are effective in the global arena

As geographies continue to become more interconnected, the operating context for organizations has broadened to mirror that of their customers, markets, suppliers and employees. And success comes to organizations that operate seamlessly across geographies and make decisions that account for the complexity of the global playing field.

Operating in the global arena requires decision-makers and leaders who understand the context and realities of their diverse markets. But identifying and developing a strong bench of leadership talent can be among the most challenging tasks an organization faces. Learn about path-breaking research and leading practices on:
  • Key leadership competencies for global success
  • Selection and on-boarding processes to help leaders hit the ground running
  • Leadership development approaches that help organizations assess and develop benchstrength

Elizebeth Varghese , Aon Consulting Worldwide (ACW)

Track Two: Using Social Media for Recruitment, Retention and Engagement - Session 1
Social media and your new BFF -- your employment law attorney

Social media - whether you like it or not - is here to stay. It's important to be aware of emerging laws and issues surrounding social networking sites. Employment law issues arise, of course, when employers and HR managers use Facebook, LinkedIn and other social media channels to scout potential job applicants. But that's just the tip of the legal iceberg. Problems surface before, during and even after the employment process unfolds. The issues are so new that many haven't yet been definitively addressed by the courts in many jurisdictions. This session will help you avoid being a test case by exploring how to:
  • Handle employee comments about your company or your customers
  • Respond to employee comments on social networking sites and personal blogs and recognize whether those postings constitute defamation
  • Explore what rights your organization can obtain by providing the hardware or hosting a domain
  • Know if there are legal risks to accessing the social networking sites of job applicants
  • Protect yourself if current and former employees can use your social networking site against you in litigation

Mark Schickman, Freeland Cooper & Foreman

11 a.m. - noon
TWO Simultaneous Sessions

Track One: HR Benefits Communication and Social Media - Session 2
What employees don't know will hurt them: Improve health and financial literacy at work by optimizing new media

In today's workplace, employees worry about two issues more than any others:

1. More than 70 percent are "seriously stressed" over their finances and don't understand the help that's available to them in the workplace.
2. More than 91 million Americans are baffled by how to make smart decisions about their health and health care benefits. (In fact, the miserable state of health literacy is costing our country about $238 billion annually)

Both problems seriously affect employee productivity, health, engagement, morale and retention-and both can be remedied in part by better and more effective internal communications. Learn from actual examples how you can improve health and financial literacy among your employees as part of a plan to improve business results.

Jean Schauer, President and CEO of Schauer Global Health, will show you how to:
  • Understand the problem: the financial, physical, emotional and social costs of health and financial illiteracy
  • Define your goal: What kind of meaningful behavior change do you want to make in your organization?
  • Apply a practical four-part methodology to jump-start literacy-improvement initiatives
  • Use social media to expand your reach across the literacy divide
  • Customize communications and incentives to target key audiences
  • Measure your impact by focusing on five goals that deliver ROI.

Jean Schauer, Schauer Global Health

Track Two: Using Social Media for Recruitment, Retention and Engagement - Session 2
Case study: Integrate social media and grassroots into your recruiting strategy

How do you recruit prospective employees after significant budget cuts?

Elisa Bannon, Director of Talent Acquisition Operations at U.S. Cellular, assisted in the development of a cost-effective social media and grassroots strategy after her recruiting budget was cut this year. Bannon helped lay out the U.S. Cellular's Talent Acquisition strategy, which aligns with its "Human Coverage" consumer brand strategy, launched in June 2008. This approach has helped U.S. Cellular fill about 1,800 jobs this year.

Through a targeted "Grassroots" community-based approach and use of social networking tools, LinkedIn and Facebook, U.S. Cellular has been effective at reaching a source of candidates to join the organization.

This case study will offer take-away examples of how to use social media channels to make quality hires efficiently and stay within your recruiting budget.
You'll find out how to:
  • Connect with customers and potential customers with a grassroots recruiting strategy
  • Avoid large job boards and focus on grassroots and social media channels
  • Deliver a quality response to job inquiries
  • Build a focused approach to your employer value proposition
  • Develop a message that connects your employer brand and consumer brand
  • Measure success by reaching goals, hiring quality employees and sustaining high performance

Elisa Bannon, U.S. Cellular

Noon - 1:30 p.m.
Lunch on your own

1:45 p.m. - 2:45 p.m.
TWO Simultaneous Sessions

Track One: HR Benefits Communication and Social Media - Session 3
Case Study: Adding social media as a "friend" to your HR engagement strategy

Gone are the days when HR and corporate communications could ask if social media was a friend -- or a foe. Today, given increased pressures to deliver better employee engagement results with less, everyone needs all the friends they can get -- and social media is among them.

In this case study, you'll hear from American Express on how it developed an internal social media strategy consisting of micro-blogs, wikis, and podcasts to broadcast corporate messages, foster further collaboration, and to deliver global employee training.

Through a dedicated "HR for HR" strategy, American Express helped HR professionals to become early adopters and fans of social media. Then as part of its leadership development strategy, American Express developed an internal social media platform to deliver relevant, concise and timely leadership best practices, tips and stories to business leaders around the globe. This case study will offer you insight into how social media can help your employees perform their jobs more effectively and become a critical lever in your employee engagement efforts.

You will learn how to:
  • Develop an HR4HR internal social media platform that includes micro-blogging and wiki collaboration
  • Use social media to develop and deliver global employee training programs
  • Blend leading-edge linguistics with low-cost media to increase relevance
  • Persuade senior leaders to invest in social media for internal communications
  • Measure success through click-through rates, message awareness, and circles of influence

James D. Lynch, American Express Company (NYSE: AXP)

Track Two: Using Social Media for Recruitment, Retention and Engagement - Session 3
Onboarding 2.0: Learn how Southwest Airlines nurtures its new hires to boost employee retention and embark on the "flight of their life"

Southwest Airlines enjoys one of the highest retention rates in the industry, so it was alarming to learn that one out of every three who left the company did so within the first 12 months. This statistic was troublesome to Southwest for two reasons: The company values the "power" of its people, and it costs 1.5 times an employee's annual salary to find a replacement.

Learn about the initiatives Southwest introduced to counter this alarming statistic and how to:
  • Capture the excitement and thirst for anything about the company when a candidate first accepts a position
  • Help new hires feel a part of your company's culture and show them how important they are in keeping that culture alive
  • Provide your current employees an opportunity to "sponsor" a new hire and make them feel welcome
  • Create an online orientation prior to a candidate's first day on the job that can save training hours and dollars

Cheryl Hughey, Southwest Airlines

3 p.m. - 4 p.m.
TWO Simultaneous Sessions

Track One: HR Benefits Communication and Social Media - Session 4
Use social media for your employment branding efforts

You know that your organization is a great place to work - but how do you get the word out about your employment brand to everyone else?

Traditional employment branding efforts typically center on your company Web site and paid advertisements with the goal of driving traffic to your Web site - which is not always easy in a crowded labor market. Using social media for employment branding allows you to meet potential candidates on their territory and engage in richer, more meaningful dialogue with them - in a relatively cheap and easy way. And because social media is a conversation, people are a lot more likely to find you. Why? Because they're actually looking for you. They want to talk to you - so if you follow the rules of good conversation, your labor market will actually seek you out.

In this session, Jessica Lee, a corporate recruiting leader and active member of the HR and recruiting blogging community and Tim Sackett, Executive Vice President for HRU Technical Resources and primary contributor of the popular human resource blog Fistful of Talent will discuss how you can:
  • Deploy a social media campaign focused on your employment brand for little-to-no cost
  • Learn the basics, pros/cons of Twitter, Facebook, YouTube, Flickr and LinkedIn for employment branding
  • Understand levels of engagement with candidates and how to manage conversations
  • Engage current and former employees as ambassadors for your employment brand
  • Prove the value of social media tools for employment branding through key metrics

Jessica Lee, APCO Worldwide
Tim Sackett, HRU Technical Resources

Track Two: Using Social Media For Recruitment, Retention and Engagement - Session 4
A little blue birdie told me: The legal limits of monitoring employees' tweets, posts and other social media activities

As social media becomes the communication tool of choice, employees' online activities become an increasing source of potential liability for employers. The need to minimize legal risk has led many employers to monitor the Internet for dangerous, defamatory or downright rude postings by their employees. The law recognizes that the Internet is a public forum, but this freedom to browse is not without limits. In this session, you'll learn how to:
  • Use the best monitoring techniques from the successes (and blunders) of employers who have required employees to disclose social media habits
  • Avoid monitoring techniques that will most likely land you in court
  • Watch for red flags when monitoring employees' Twitter, blogging and Facebook activities
  • Communicate your monitoring policy to employees to generate the least amount of negative backlash

Margaret (Molly) M. DiBianca, Young Conaway Stargatt & Taylor, LLP

DAY TWO - Friday, December 4, 2009

8 a.m. - 9 a.m.

Special Keynote:
Brian Baker, Vice President of Organizational Performance and Implementation for Aon Consulting

The New Rules of Engagement: How Social Media Can Translate To HR Relevance

After fighting hard to win a seat at the table, HR leaders have had no time to rest. Rampant reductions in force, laser-focused recruitment needs and painful changes to benefits and retirement plans are the new mission-critical activities. Just a few years ago, "transformation" was the way forward, but today, HR leaders and managers can barely tread water. Enter social media and the new opportunities for organizational communications and employment branding. This session will have your entire company rethinking HR.

You'll learn how to:
  • Take advantage of the natural opportunities of social media
  • Use the new rules of employee engagement
  • Take the lead in a centralized strategy and approach

Brian Baker fuses the gift of communications with the acumen of strategic and creative thinking. With experience spanning more than a decade, Brian possesses expertise in internal, executive and HR communications, external and media relations. He has worked cross-industry and has specific experience in software marketing, innovation consulting, human capital management, the public sector and financial services. Brian leads Aon Consulting's New Media and Creative Services Group. His team works with clients to apply emerging and innovative solutions to enhance internal and executive communication strategies.

Leveraging Aon Consulting's existing strength in strategic communications, the New Media and Creative Services Group will help clients better engage employees, drive desired behaviors and enable organizations to adapt to their changing workforce and increasing competitive environments.

9:15 a.m. - 10:15 a.m.
TWO Simultaneous Sessions

Track One: HR Benefits Communication and Social Media - Session 1
The how and why of social media: Using social media to recruit employees for your organization and help build your brand

Social media is a buzz that is hard to ignore. Many companies are grappling with how to leverage social media for the benefit of their organization. In this session you will hear firsthand how Total Attorneys has engaged in social media and has seen results.

With a customer base of more than 1,000 small law firms nationwide and more than 200 employees in Chicago, Total Attorneys more than doubled revenue for seven straight years - 9,500 percent growth from 2003 through 2008. Edmund Scanlan's use of social media to recruit employees has been featured in The New York Times. He and his business have been featured in Inc., Business Week, Chicago Tribune, Crain's Chicago Business.

Come to this session and you'll find out how to:
  • Make your employees comfortable with social media
  • Experiment with Twitter, Facebook, LinkedIn, blogging and video
  • Engage your customers and employees as ambassadors for your brand
  • Expose your corporate culture transparently to build your brand
  • Worry about how to leverage after engagement
  • Be brave and jump into social media early to reap the benefits

Edmund Scanlan, Total Attorneys

Track Two: Using Social Media For Recruitment, Retention and Engagement - Session 1
Blunders, bloopers, and big mistakes: Lessons learned in the social media experiment

Employers have much to gain by participating in the numerous social media outlets available today. These tremendous advantages, though, do not come without a price. Social media is, in large part, still an uncharted frontier. And as may be expected in the exploration of any new territory, this process has not been entirely free of major blunders and mistakes.

In this interactive discussion, panelists will discuss the most common (and dangerous) mistakes that employers make when they venture into the online world of social media. Learn how to avoid these mistakes by reviewing some of the most publicized examples from recent history, including:
  • Failing to respond to negative publicity at all or in the right way
  • Confusing your audience with inconsistent messages or too many speakers
  • Going "undercover" by using fake profiles to post about your organization
  • Hiring independent third-parties to ghost-write your content
  • Trying to change your organization's culture to "fit" your online audience

Moderator: Mark Schickman, Freeland Cooper & Foreman
Panelist: Margaret (Molly) M. DiBianca, with Young Conaway Stargatt & Taylor, LLP
Panelist: Dan Oswald, President, M. Lee Smith Publishers LLC
Panelist: Mark Ragan, CEO, Ragan Communications


10:30 a.m. - 11:30 a.m.
TWO Simultaneous Sessions

Track One: HR Benefits Communication and Social Media - Session 2
Employee engagement: Using social networks effectively in the workplace

Social outlets are valuable tools to connect with one another, whether it is across the office or around the globe. This session provides a case study discussing how the Marcel Media team effectively interacts on social outlets.

You'll also learn how to:
  • Know what networks your employees should use
  • Create a platform for feedback on social networks
  • Encourage responsible use of social tools
  • Improve communication among team members via social outlets
  • Develop your own process for getting employees on social outlets
  • Plus! Best practices

Ben Swartz, Marcel Media

Track Two: Using Social Media For Recruitment, Retention and Engagement - Session 2
Using Web 2.0 applications to engage employees in the planning and implementation of your Total Rewards Strategy

During the protracted economic crisis, many companies have rapidly and aggressively managed labor costs. Employees have been on the receiving end of lower bonuses, frozen merit increases, suspended 401(k) matches, terminated retiree medical programs, increased health care cost and responsibility, frozen training budgets, etc. Employees are perhaps the most important but most under-involved stakeholder in the process of making decisions on rewards changes. Piece-meal, cost-focused reductions in HR programs can have a devastating effect on engagement and retention of key talent and, thus, hinder the ability for business growth.

2010 will be the year many companies take a fresh look at their Total Rewards Strategy. This entails traditional methods examining cost and competitiveness to holistically align HR programs with the needs of the business. Companies that balance cost and competitiveness data with employee input will arrive at a set of rewards program changes that will be more valued, motivational and accepted by employees than those that do not. Emerging technologies provide new ways for organizations to gain this input and engage employees in an open, two-way dialogue about business objectives and employees' expectations, understanding, preferences and readiness for change.

In this session you will learn:
  • How a combination of economic pressures, shifting demographics and ongoing business imperatives have created a need for companies to take a fresh look at their Total Rewards Strategy
  • How to take a market research approach to thinking about critical employee segments
  • Web-based applications for engaging employees in a conversation about rewards preferences, perceived value, understanding and reactions to potential rewards changes
  • How to optimize the return on investment (ROI) for your rewards spending-simultaneously reducing your overall rewards spending, while increasing employees' perceived value, engagement and loyalty
  • Social media applications that serve as powerful change management levers in the implementation of new Total Rewards Strategies

Ken Oehler, Aon Consulting

11:45 a.m. - 12:45 p.m.
Closing Keynote:


Alfred Lin, COO, CFO for Zappos.com

Delivering Happiness: How commitment to culture has resulted in an engaged workforce and a successful business

In 10 years, Zappos.com has grown from a startup to a business that had more than $1 billion in gross merchandise sales in 2008. It is known for its focus on "Wow" customer service and in 2009 has been recognized on Fortune's Best 100 Companies to Work For List, Fast Company's 50 Most Innovative Companies and Business Week's Top 25 Customer Service Champs. In this closing keynote address, you will learn how a culture was built based on committable core values and how it continues to evolve to stay relevant to its employees and customers.

During this closing keynote, you will learn how to:
  • Define your companys core values
  • The power of customer service and word-of-mouth marketing
  • Why your culture and your brand are just two sides of the same coin
  • How to hire for culture fit
  • How to train and retain employees in your culture

Alfred Lin joined Zappos.com in 2005 and is responsible for all financial, administrative, and warehouse operations. Alfred focuses on bringing focus, strategy and financial discipline in order to grow the business efficiently and profitably. Prior to joining Zappos, Alfred served as Vice President of Finance and Business Development at Tellme Networks, helping grow that business from no revenue to over $120M in recurring revenue per year, 30 percent cash margins and a $0.5B estimated contracted revenue backlog.

Prior to joining Tellme Networks, Alfred co-founded Venture Frogs with Tony Hsieh. Venture Frogs is an incubator and investment firm that invested in Internet startups, including Ask Jeeves, Tellme Networks, and of course, Zappos.com. Prior to Venture Frogs, Alfred served as VP of Finance and Administration at LinkExchange, where he managed the sale of the Company to Microsoft for $265M.

Track One: HR Benefits Communication and Social Media

DAY ONE - Thursday, December 3, 2009

8:15 a.m. - 8:30 a.m.
Welcome and Introduction:

Brian Baker, Vice President of Organizational Performance and Implementation for Aon Consulting
Dan Oswald, President, M. Lee Smith Publishers LLC
Mark Ragan, CEO, Ragan Communications
8:30 a.m. - 9:30 a.m.
Opening Keynote:

Shel Holtz, Holtz Communication + Technology

Recruiting via Social Media

Most of the conversation about applying social media to HR zeroes in on recruiting, and no wonder. The ability to find candidates and vet them through social media channels lends a whole new dimension to attracting the best employees to your company. In this example-rich keynote, online communication expert Shel Holtz, ABC, will walk you through:
  • LinkedIn as a recruiting channel
  • Tapping into blogs and Twitter
  • The dos and don'ts of exploring candidates' online presence
  • How employee-generated media can bolster your recruiting efforts
  • Hosting virtual job fairs

Shel Holtz counsels organizations on effective online communication, including the strategic uses of social media. He has written or co-written six books on online communication and speaks regularly at conferences and other venues. Shel is co-host of the first communications-focused podcast, "For Immediate Release," and blogs at http://blog.holtz.com.

9:45 a.m. - 10:45 a.m.
Strategies to build a bench strength of leaders who are effective in the global arena

As geographies continue to become more interconnected, the operating context for organizations has broadened to mirror that of their customers, markets, suppliers and employees. And success comes to organizations that operate seamlessly across geographies and make decisions that account for the complexity of the global playing field.

Operating in the global arena requires decision-makers and leaders who understand the context and realities of their diverse markets. But identifying and developing a strong bench of leadership talent can be among the most challenging tasks an organization faces. Learn about path-breaking research and leading practices on:
  • Key leadership competencies for global success
  • Selection and on-boarding processes to help leaders hit the ground running
  • Leadership development approaches that help organizations assess and develop benchstrength
Elizebeth Varghese, Aon Consulting Worldwide (ACW)

11 a.m. - noon
What employees don't know will hurt them: Improve health and financial literacy at work by optimizing new media

In today's workplace, employees worry about two issues more than any others:
    1. More than 70 percent are "seriously stressed" over their finances and don't understand the help that's available to them in the workplace.
    2. More than 91 million Americans are baffled by how to make smart decisions about their health and health care benefits. (In fact, the miserable state of health literacy is costing our country about $238 billion annually.

Both problems seriously affect employee productivity, health, engagement, morale and retention-and both can be remedied in part by better and more effective internal communications. Learn from actual examples how you can improve health and financial literacy among your employees as part of a plan to improve business results.

Jean Schauer, President and CEO of Schauer Global Health, will show you how to:
  • Understand the problem: the financial, physical, emotional and social costs of health and financial illiteracy
  • Define your goal: What kind of meaningful behavior change do you want to make in your organization?
  • Apply a practical four-part methodology to jump-start literacy-improvement initiatives
  • Use social media to expand your reach across the literacy divide
  • Customize communications and incentives to target key audiences
  • Measure your impact by focusing on five goals that deliver ROI.

Jean Schauer, Global Health

Noon - 1:30 p.m.
Lunch on your own

1:45 p.m. - 2:45 p.m.
Case Study: Adding social media as a "friend" to your HR engagement strategy

Gone are the days when HR and corporate communications could ask if social media was a friend-or a foe? Today, given increased pressures to deliver better employee engagement results with less, everyone needs all the friends they can get-and social media is one of them.

In this case study, you'll hear from American Express and how they developed an internal social media strategy consisting of micro-blogs, wikis, and podcasts to broadcast corporate messages, foster further collaboration, and to deliver global employee training.

Through a dedicated "HR for HR" strategy, American Express helped HR professionals to become early adopters and fans of social media. Then as part of their leadership development strategy, American Express developed an internal social media platform to deliver relevant, concise and timely leadership best practices, tips, and stories to business leaders around the globe. This case study will offer you insight into how social media can help your employees perform their jobs more effectively and become a critical lever in your employee engagement efforts.

You'll find out how to:
  • Develop an HR4HR internal social media platform that includes micro blogging and wiki collaboration
  • Use social media to develop and deliver global employee training programs
  • Blend leading-edge linguistics with low-cost media to increase relevance
  • Persuade senior leaders to invest in social media for internal communications
  • Measure success through click-thru rates, message awareness, and circles of influence

James D. Lynch, American Express Company (NYSE: AXP)

3 p.m. - 4 p.m.
Use social media for your employment branding efforts

You know that your organization is a great place to work - but how do you get the word out about your employment brand to everyone else?

Traditional employment branding efforts typically center on your company Web site and paid advertisements with the goal of driving traffic to your Web site - which is not always easy in a crowded labor market. Using social media for employment branding allows you to meet potential candidates on their territory and engage in richer, more meaningful dialogue with them - in a relatively cheap and easy way. And because social media is a conversation, people are a lot more likely to find you. Why? Because they're actually looking for you. They want to talk to you - so if you follow the rules of good conversation, your labor market will actually seek you out.

In this session, Jessica Lee, a corporate recruiting leader and active member of the HR and recruiting blogging community and Tim Sackett, Executive Vice President for HRU Technical Resources and primary contributor of the popular human resource blog Fistful of Talent will discuss how you can:
  • Deploy a social media campaign focused on your employment brand for little-to-no cost
  • Learn the basics, pros/cons of Twitter, Facebook, YouTube, Flickr and LinkedIn for employment branding
  • Understand levels of engagement with candidates and how to manage conversations
  • Engage current and former employees as ambassadors for your employment brand
  • Prove the value of social media tools for employment branding through key metrics

Jessica Lee, APCO Worldwide
Tim Sackett, HRU Technical Resources

DAY TWO - Friday, December 4, 2009

8 a.m. - 9 a.m.
Special Keynote:
Brian Baker, Vice President of Organizational Performance and Implementation for Aon Consulting

The New Rules of Engagement: How Social Media Can Translate To HR Relevance

After fighting hard to win a seat at the table, HR leaders have had no time to rest. Rampant reductions in force, laser-focused recruitment needs and painful changes to benefits and retirement plans are the new mission-critical activities. Just a few years ago, "transformation" was the way forward, but today, HR leaders and managers can barely tread water. Enter social media and the new opportunities for organizational communications and employment branding. This session will have your entire company rethinking HR.

You'll learn how to:
  • Take advantage of the natural opportunities of social media
  • Use the new rules of employee engagement
  • Take the lead in a centralized strategy and approach

Brian Baker fuses the gift of communications with the acumen of strategic and creative thinking. With experience spanning more than a decade, Brian possesses expertise in internal, executive and HR communications, external and media relations. He has worked cross-industry and has specific experience in software marketing, innovation consulting, human capital management, the public sector and financial services. Brian leads Aon Consulting's New Media and Creative Services Group. His team works with clients to apply emerging and innovative solutions to enhance internal and executive communication strategies.

Leveraging Aon Consulting's existing strength in strategic communications, the New Media and Creative Services Group will help clients better engage employees, drive desired behaviors and enable organizations to adapt to their changing workforce and increasing competitive environments.

9:15 a.m. - 10:15 a.m.
The how and why of social media: Using social media to recruit employees for your organization and help build your brand

Social media is a buzz that is hard to ignore. Many companies are grappling with how to leverage social media for the benefit of their organization. In this session you will hear firsthand how Total Attorneys has engaged in social media and has seen results.

With a customer base of more than 1,000 small law firms nationwide and more than 200 employees in Chicago, Total Attorneys more than doubled revenue for seven straight years - 9,500 percent growth from 2003 through 2008. Edmund Scanlan's use of social media to recruit employees has been featured in The New York Times. He and his business have been featured in Inc., Business Week, Chicago Tribune, Crain's Chicago Business.

Come to this session and you'll find out how to:
  • Make your employees comfortable with social media
  • Experiment with Twitter, Facebook, LinkedIn, blogging and video
  • Engage your customers and employees as ambassadors for your brand
  • Expose your corporate culture transparently to build your brand
  • Worry about how to leverage after engagement
  • Be brave and jump into social media early to reap the benefits

Edmund Scanlan, Total Attorneys

10:30 a.m. - 11:30 a.m.
Employee engagement: Using social networks effectively in the workplace

Social outlets are valuable tools to connect with one another, whether it is across the office or around the globe. This session provides a case study discussing how the Marcel Media team effectively interacts on social outlets.

You'll also learn how to:
  • Know what networks your employees should use
  • Create a platform for feedback on social networks
  • Encourage responsible use of social tools
  • Improve communication among team members via social outlets
  • Develop your own process for getting employees on social outlets
  • Plus! Best practices

Ben Swartz, Marcel Media

11:45 a.m. - 12:45 p.m.
Closing Keynote:

Alfred Lin, COO, CFO for Zappos.com

Delivering Happiness: How commitment to culture has resulted in an engaged workforce and a successful business

In 10 years, Zappos.com has grown from a startup to a business that had more than $1 billion in gross merchandise sales in 2008. It is known for its focus on "Wow" customer service and in 2009 has been recognized on Fortune's Best 100 Companies to Work For List, Fast Company's 50 Most Innovative Companies and Business Week's Top 25 Customer Service Champs. In this closing keynote address, you will learn how a culture was built based on committable core values and how it continues to evolve to stay relevant to its employees and customers.

During this closing keynote, you will learn how to:
  • Define your companys core values
  • The power of customer service and word-of-mouth marketing
  • Why your culture and your brand are just two sides of the same coin
  • How to hire for culture fit
  • How to train and retain employees in your culture

Alfred Lin joined Zappos.com in 2005 and is responsible for all financial, administrative, and warehouse operations. Alfred focuses on bringing focus, strategy and financial discipline in order to grow the business efficiently and profitably. Prior to joining Zappos, Alfred served as Vice President of Finance and Business Development at Tellme Networks, helping grow that business from no revenue to over $120M in recurring revenue per year, 30 percent cash margins and a $0.5B estimated contracted revenue backlog.

Prior to joining Tellme Networks, Alfred co-founded Venture Frogs with Tony Hsieh. Venture Frogs is an incubator and investment firm that invested in Internet startups, including Ask Jeeves, Tellme Networks, and of course, Zappos.com. Prior to Venture Frogs, Alfred served as VP of Finance and Administration at LinkExchange, where he managed the sale of the Company to Microsoft for $265M.

Track Two: Using Social Media For Recruitment, Retention and Engagement

DAY ONE - Thursday, December 3, 2009

8:15 a.m. - 8:30 a.m.
Welcome and Introduction:

Brian Baker, Vice President of Organizational Performance and Implementation for Aon Consulting
Dan Oswald, President, M. Lee Smith Publishers LLC
Mark Ragan, CEO, Ragan Communications


8:30 a.m. - 9:30 a.m.
Opening Keynote:

Shel Holtz, Holtz Communication + Technology

Recruiting via Social Media

Most of the conversation about applying social media to HR zeroes in on recruiting, and no wonder. The ability to find candidates and vet them through social media channels lends a whole new dimension to attracting the best employees to your company. In this example-rich keynote, online communication expert Shel Holtz, ABC, will walk you through:
  • LinkedIn as a recruiting channel
  • Tapping into blogs and Twitter
  • The dos and don'ts of exploring candidates' online presence
  • How employee-generated media can bolster your recruiting efforts
  • Hosting virtual job fairs

Shel Holtz counsels organizations on effective online communication, including the strategic uses of social media. He has written or co-written six books on online communication and speaks regularly at conferences and other venues. Shel is co-host of the first communications-focused podcast, "For Immediate Release," and blogs at http://blog.holtz.com.

9:45 a.m. - 10:45 a.m.
Social media and your new BFF -- your employment law attorney

Social media - whether you like it or not - is here to stay. It's important to be aware of emerging laws and issues surrounding social networking sites. Employment law issues arise, of course, when employers and HR managers use Facebook, LinkedIn and other social media channels to scout potential job applicants. But that's just the tip of the legal iceberg. Problems surface before, during and even after the employment process unfolds. The issues are so new that many haven't yet been definitively addressed by the courts in many jurisdictions.

This session will help you avoid being a test case by exploring how to:
  • Handle employee comments about your company or your customers
  • Respond to employee comments on social networking sites and personal blogs and recognize whether those postings constitute defamation
  • Explore what rights your organization can obtain by providing the hardware or hosting a domain
  • Know if there are legal risks to accessing the social networking sites of job applicants
  • Protect yourself if current and former employees can use your social networking site against you in litigation

Mark Schickman, Freeland Cooper & Foreman, LLP

11 a.m. - Noon
Case study: Integrate social media and grassroots into your recruiting strategy

How do you recruit prospective employees after significant budget cuts? Elisa Bannon, Director of Talent Acquisition Operations at U.S. Cellular, assisted in the development of a cost-effective social media and grassroots strategy after her recruiting budget was cut this year. Bannon helped lay out the U.S. Cellular's Talent Acquisition strategy, which aligns with its "Human Coverage" consumer brand strategy, launched in June 2008. This approach has helped U.S. Cellular fill about 1,800 jobs this year.

Through a targeted "Grassroots" community-based approach and use of social networking tools, LinkedIn and Facebook, U.S. Cellular has been effective at reaching a source of candidates to join the organization. This case study will offer take-away examples of how to use social media channels to make quality hires efficiently and stay within your recruiting budget.

You'll find out how to:
  • Connect with customers and potential customers with a grassroots recruiting strategy
  • Avoid large job boards and focus on grassroots and social media channels
  • Deliver a quality response to job inquiries
  • Build a focused approach to your employer value proposition
  • Develop a message that connects your employer brand and consumer brand
  • Measure success by reaching goals, hiring quality employees and sustaining high performance

Elisa Bannon, U.S. Cellular

Noon - 1:30 p.m.
Lunch on your own

1:45 p.m. - 2:45 p.m.
Onboarding 2.0: Learn how Southwest Airlines nurtures its new hires to boost employee retention and embark on the "flight of their life"

Southwest Airlines enjoys one of the highest retention rates in the industry, so it was alarming to learn that one out of every three who left the company did so within the first 12 months. This statistic was troublesome to Southwest for two reasons: The company values the "power" of its people, and it costs 1.5 times an employee's annual salary to find a replacement.

Learn about the initiatives Southwest introduced to counter this alarming statistic and how to:
  • Capture the excitement and thirst for anything about the company when a candidate first accepts a position
  • Help new hires feel a part of your company's culture and show them how important they are in keeping that culture alive
  • Provide your current employees an opportunity to "sponsor" a new hire and make them feel welcome
  • Create an online orientation prior to a candidate's first day on the job that can save training hours and dollars

Cheryl Hughey, Southwest Airlines

3 p.m. - 4 p.m.
A little blue birdie told me: The legal limits of monitoring employees' tweets, posts and other social media activities

As social media becomes the communication tool of choice, employees' online activities become an increasing source of potential liability for employers. The need to minimize legal risk has led many employers to monitor the Internet for dangerous, defamatory or downright rude postings by their employees. The law recognizes that the Internet is a public forum, but this freedom to browse is not without limits.

In this session, you'll learn how to:
  • Use the best monitoring techniques from the successes (and blunders) of employers who have required employees to disclose social media habits
  • Avoid monitoring techniques that will most likely land you in court
  • Watch for red flags when monitoring employees' Twitter, blogging and Facebook activities
  • Communicate your monitoring policy to employees to generate the least amount of negative backlash

Margaret (Molly) M. DiBianca, Young Conaway Stargatt & Taylor, LLP

DAY TWO - Friday, December 4, 2009

9:15 a.m. - 10:15 a.m.
Blunders, bloopers, and big mistakes: Lessons learned in the social media experiment

Employers have much to gain by participating in the numerous social media outlets available today. These tremendous advantages, though, do not come without a price. Social media is, in large part, still an uncharted frontier. And as may be expected in the exploration of any new territory, this process has not been entirely free of major blunders and mistakes.

In this interactive discussion, panelists will discuss the most common (and dangerous) mistakes that employers make when they venture into the online world of social media. Learn how to avoid these mistakes by reviewing some of the most publicized examples from recent history, including:
  • Failing to respond to negative publicity at all or in the right way
  • Confusing your audience with inconsistent messages or too many speakers
  • Going "undercover" by using fake profiles to post about your organization
  • Hiring independent third-parties to ghost-write your content
  • Trying to change your organization's culture to "fit" your online audience

Moderator: Mark Schickman, Freeland Cooper & Foreman
Panelist: Margaret (Molly) M. DiBianca, with Young Conaway Stargatt & Taylor, LLP
Panelist: Dan Oswald, President, M. Lee Smith Publishers LLC
Panelist: Mark Ragan, CEO, Ragan Communications


10:30 a.m. - 11:30 a.m.
Using Web 2.0 applications to engage employees in the planning and implementation of your Total Rewards Strategy

During the protracted economic crisis, many companies have rapidly and aggressively managed labor costs. Employees have been on the receiving end of lower bonuses, frozen merit increases, suspended 401(k) matches, terminated retiree medical programs, increased health care cost and responsibility, frozen training budgets, etc. Employees are perhaps the most important but most under-involved stakeholder in the process of making decisions on rewards changes. Piece-meal, cost-focused reductions in HR programs can have a devastating effect on engagement and retention of key talent and, thus, hinder the ability for business growth.

2010 will be the year many companies take a fresh look at their Total Rewards Strategy. This entails traditional methods examining cost and competitiveness to holistically align HR programs with the needs of the business. Companies that balance cost and competitiveness data with employee input will arrive at a set of rewards program changes that will be more valued, motivational and accepted by employees than those that do not. Emerging technologies provide new ways for organizations to gain this input and engage employees in an open, two-way dialogue about business objectives and employees' expectations, understanding, preferences and readiness for change.

In this session you will learn:
  • How a combination of economic pressures, shifting demographics and ongoing business imperatives have created a need for companies to take a fresh look at their Total Rewards Strategy
  • How to take a market research approach to thinking about critical employee segments
  • Web-based applications for engaging employees in a conversation about rewards preferences, perceived value, understanding and reactions to potential rewards changes
  • How to optimize the return on investment (ROI) for your rewards spending-simultaneously reducing your overall rewards spending, while increasing employees' perceived value, engagement and loyalty
  • Social media applications that serve as powerful change management levers in the implementation of new Total Rewards Strategies

Ken Oehler, Aon Consulting

11:45 a.m. - 12:45 p.m.
Closing Keynote:

Alfred Lin, COO, CFO for Zappos.com

Delivering Happiness: How commitment to culture has resulted in an engaged workforce and a successful business

In 10 years, Zappos.com has grown from a startup to a business that had more than $1 billion in gross merchandise sales in 2008. It is known for its focus on "Wow" customer service and in 2009 has been recognized on Fortune's Best 100 Companies to Work For List, Fast Company's 50 Most Innovative Companies and Business Week's Top 25 Customer Service Champs. In this closing keynote address, you will learn how a culture was built based on committable core values and how it continues to evolve to stay relevant to its employees and customers.

During this closing keynote, you will learn how to:
  • Define your companys core values
  • The power of customer service and word-of-mouth marketing
  • Why your culture and your brand are just two sides of the same coin
  • How to hire for culture fit
  • How to train and retain employees in your culture

Alfred Lin joined Zappos.com in 2005 and is responsible for all financial, administrative, and warehouse operations. Alfred focuses on bringing focus, strategy and financial discipline in order to grow the business efficiently and profitably. Prior to joining Zappos, Alfred served as Vice President of Finance and Business Development at Tellme Networks, helping grow that business from no revenue to over $120M in recurring revenue per year, 30 percent cash margins and a $0.5B estimated contracted revenue backlog.

Prior to joining Tellme Networks, Alfred co-founded Venture Frogs with Tony Hsieh. Venture Frogs is an incubator and investment firm that invested in Internet startups, including Ask Jeeves, Tellme Networks, and of course, Zappos.com. Prior to Venture Frogs, Alfred served as VP of Finance and Administration at LinkExchange, where he managed the sale of the Company to Microsoft for $265M.
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