© 2012 Shoppers Drug Mart. All rights reserved. Unauthorized duplication or distribution in whole or in part via any channel without written permission strictly prohibited.

October 8, 2013

Clint Philp, Manager, Employer Brand and HR Social Media

GETTING SOCIAL AT SHOPPERS

WHERE TO START?

Ask:

What is currently happening?

What are we trying to accomplish?

How would this drive business objectives and outcomes?

How are we better served by sharing and collaborating?

Who is the audience? Is this information that can be made public?

Then:

Start Small Talent Acquisition

Think Big All Employees

WHAT DID WE SEE HAPPENING?

Store employees personal behaviour

EMPLOYEES NOT SO POSITIVE PUBLICLY

WHAT DID WE SEE HAPPENING?

Associate Owners

100+ independent pages, inconsistent branding/response

Concerns over who was managing - lack of awareness/control

Phase 1:

Audit, Objectives, Training, Governance

Recruitment – metrics, training Phase 2:

Hiring Manager Pilot

Central office employee awareness rollout – video, communication, Ongoing – lunch and learn

Phase 3:

Partnering with Marketing

Store toolkit, templates and awareness rollout – video, communication

OBJECTIVES FOR SOCIAL MEDIA AT SHOPPERS

1. Guide and protect Associates and their employees in Stores and employees at Central office

2. Sustain, protect and strengthen all facets of the Shoppers Drug Mart/Pharmaprix brand (consumer, employer)

3. Leverage our networks to help the Shoppers Drug Mart/Pharmaprix network succeed

CHALLENGES TO EFFECTIVE SOCIAL MEDIA USE

1. Compelling Content

Social media is a conversation

Conversation is around a topic (content)

Creating compelling content to engage an audience takes time, money and resources

2. Willingness and Ability to Respond Publicly Social media is a medium for

two-way communication

Speed and a response is expected to questions or concerns raised

Time is required to monitor channels, and reply with the right message

SOCIAL MEDIA POLICY

Necessary

Outlines expectations, consequences

Provides guidance

Doesn’t have to be how you train it

Resources:

http://socialmediagovernance.com/policies.php

www.socialmedia.org

Your network

SOCIAL MEDIA AWARENESS

SOCIAL MEDIA AWARENESS

PERSONAL BRAND DAY

Internal Profile

External Profile

Awareness of Settings

Encourage sharing the right things publicly

STORE SPECIFIC TOOLS

MEASURE WHAT MATTERS

Understand everything affects the brand

Quantitative: Understand difference between Activity, Outcome metrics

Visitors, Apply starts by Source

Source of Hire

Qualitative: Glassdoor, Indeed, Ratemyemployer.ca reviews and sentiment