Archives for posts with tag: edelman trust barometer

Social media presents new options for recruiters to find candidate background but the traditional methods of researching potential employees are still essential. According to HR Magazine, many corporate attorneys limit what its employees can say about past employees, even employees who could benefit from compliments on good work ethic (Meinert, 2011).

The Society for Human Resource Management (SHRM) poll on background checks taken in 2010 revealed that most information provided by former employers gives limited help in deciding whether a candidate is a good company match. Of the 433 responding organizations, 98% said they would verify the dates of employment for current or former employees. More than two-thirds said they would not discuss work performance, and over 80% said they would neither discuss character and personality nor any disciplinary actions taken while the candidate was employed (Meinert, 2011). Because references are not always a reliable source of useful information, companies are turning to social networking sites to aid in background checks.

Of course, phone calls and profile research are still essential to the hiring process. Screening through social networking sites is much more cost-effective than traditional phone interviews. LinkedIn, Facebook, and Twitter all provide free services where companies can post career opportunities that gain exposure to consumers as well. However, Trufflepig Search understands that nothing can take the place of first hand interaction. Interviews offer a better chance to interpret the candidate’s tone and indicate certain personality traits.

It’s still time consuming but important to contact phone references. Yves Lermusi, CEO of Checkster, a background-screening company, states that, for a traditional reference check by phone, it takes 76 minutes to try to contact three references and reach two (Meinert, 2011).

Trufflepig Search uses social networking sites to find candidates who are Internet-savvy and know about LinkedIn, Twitter, or Facebook. Applicants who are familiar with these social networking sites are especially valuable.

Especially in tough economic times, we at Trufflepig Search know the value of incorporating social media into our recruiting efforts.

References

Meinert, D.. (2011, February). SEEING BEHIND THE MASK. HR Magazine, 56(2), 31-32,34,36-37.  Retrieved from ABI/INFORM Global. (Document ID: 2251277611).

Weinstein, M.. (2010, September). Are You LinkedIn? Training, 47(5), 30-33.  Retrieved from ABI/INFORM Global. (Document ID: 2250060131).

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The Edelman Trust Barometer for 2011 shows a change in trends from previous years that may surprise some. Since 2006, people have looked to their peers as authorities on consumer products, restaurant reviews, and everything else. CEOs have seen a proportionate decline when compared to the increased trust people put in their peers between 2006-2010. But this year is different. CEOs and corporate spokespeople are on the rise again, especially as more and more people expect transparency and want to start conversation with the companies themselves, not just the company’s customers. Granted, people still look to “people like me” when making purchasing decisions but they are also taking stock of the company’s reputation, brand and culture when making these decisions.

Does this change mark the return of traditional PR? Probably not at the expense of digital but integrated strategies seem to be most effective. Don’t ditch all the traditional concepts; learn how to apply them to the digital landscape.

Corporate Spokespeople Getting Their Mojo Back?

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