Have you rated your CEO today?

3. Have you rated your CEO today? Steve Jobs: 90% approve Jerry Yang: 41% approve George Colony: 59% approve Source: Employees of each company on Glassdoor.com

4. Consumers trust information from each other “How much do you trust the following information sources?” [selected 4 or 5 on a 5-point scale] Base: US online consumers Source: Forrester’s North American Media and Marketing Online Survey, Q2 2008

5. Glassdoor lets job seekers get the inside scoop on companies – free and anonymously

6. Wikis are blowing the lids off hiring processes Academic wikis benefit job seekers by providing more visibility into the process, and make universities accountable.

7. TwitHire: Job seeking for micro-bloggers

8. Definition • GroundswellA social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations

9. The groundswell has a material impact on your business • Job seekers are getting harder to reach • It’s hard to know where to connect with them • They can’t get everything they need from you • Advertisers have more alternatives job.com

10. Three strategies for success Aggregate content and functionality needed to meet key job seeker goals Syndicate broadly to engage job seekers wherever they are Use social technologies to get job seekers to engage with you -- and each other

11. 1) Aggregate content and functionality to meet key consumer goals job.com • You know your audience better than anybody • Leverage the relationship to be the first resource • Creates more page views to drive ad impressions

12. Consider aggregating content from blogs like BlogHer

13. 2) Syndicate broadly to engage consumers wherever they are • Syndication means going to where your readers spend most of their time job.com LinkedIn Blogs

14. SimplyHired syndicates content to LinkedIn

15. 3) Use social technologies to get consumers to engage with you -- and each other job.com • You become part of the community you serve

16. Dan Black, Director of Campus Recruiting for Ernst & Young

17. Ernst & Young talks to college students on Facebook

18. Idealist energizes job seekers to spread its message

19. Massify: Video resumes for the YouTube generation

20. Forrester’s four-step approach to the groundswell P O S T PeopleAssess your customers’ social activities Objectives Decide what you want to accomplish StrategyPlan for how relationships with customers will change TechnologyDecide which social technologies to use

21. One in five US online consumers use job boards at least weekly “How often do you use job boards (e.g., monster.com)?” Base: US online consumers Source: Forrester’s North American Technographics Benchmark Survey, 2008

22. The Social Technographics Ladder Creators Critics Collectors Profile your customers at groundswell.forrester.com Joiners Spectators Base: US online adults and US online adults that use job boards Source: Forrester’s North American Technographics Benchmark Survey, 2008 Inactives

23. Gen Y leads the way, but consumers of all ages are active in social media Percentage of each generation that belongs to each Social Technographics group: Base: US online consumers Source: Forrester’s North American Technographics Benchmark Mail Survey, Q1 2008

24. Gen Y’s behavior is the future of job seeking Online portals/classifieds Social media sites Newspapers Aggregators

25. Social media affects advertising and the economics of your business • Impacts the content and context of advertising • Expands the insight you have about your audience—and the solutions you can provide for advertisers • Creates new partners and M&A targets

26. Recommendations Empower employers with tools to participate in the conversation Pursue strategies of aggregation, syndication, and social engagement Use POST as a guide for your social initiatives

27. Thank you Sarah Rotman Epps +1 617.613.6249 srotman@forrester.com Download a copy of this presentation at: www.forrester.com/iaewsfallmembercongress