croatian employment service in social networks

Hrvatski zavod za zapošljavanje
CROATIAN EMPLOYMENT SERVICE
IN
SOCIAL NETWORKS
Reputation is a company's greatest asset!
Adriana Ćudina
Croatian Employment Service
Zagreb, 2013
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Hrvatski zavod za zapošljavanje
Current Social Media Trends in Croatia
60% Croatian citizens use Internet
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Hrvatski zavod za zapošljavanje
WHY SHOULD THE CROATIAN PUBLIC EMPLOYMENT SERVICE
BE ENGAGED IN SOCIAL NETWORKS?

EVOLUTION of corporate communication, NOT REVOLUTION!
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improve communication with unemployed persons, employers
and other CES clients
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increase motivation and optimism of unemployed persons during job search
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using the “wisdom of crowds”
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influence the positive perception of the CES in the eyes of clients and the public as a whole

thinking more about the information that the CES produces and disseminates as well as
about the audience which are interested in the information

to be on top of what is going on and align the strategy and the rules of conduct accordingly
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Hrvatski zavod za zapošljavanje
ADVANTAGES vs. DISADVANTAGES OF SOCIAL NETWORKS
ADVANTAGES
very dynamic and make immediate interaction possible, two-way communication
accessible technology
conversational nature , audience-generated content
immediacy, tone
an excellent tool for good website positioning
DISADVATAGES and POSSIBLE PROBLEMS
possible decrease in efficiency of employees
unauthorized disclosure of confidential information
another channel which needs to be watched in order to prevent hacks into IT system, adding burden to
the bandwidth
“First line of defence“, “haters"
working hours (24/7)
Being ready for critics, Insults
entertaining the community, creativity
danger of not obtaining concrete and timely information
constant development and improvement of social networks
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Hrvatski zavod za zapošljavanje
What are the CES users interested in?
job vacancies ads
exercising unemployment entitlements (unemployment benefits, etc.)
employment incentives provided by the CES (vocational training,
retraining programmes, co-financing of employment)
career guidance (what school/university course to choose to be able to
find an employment)
counselling (writing a CV, how to behave during a job interview)
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Hrvatski zavod za zapošljavanje
SOCIAL MEDIA THE CES IS ENGAGED IN
The social networks the Croatian Employment Service is engaged in:
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Facebook (social network),
Twitter (microblog),
LinkedIn (social network) and
YouTube (content community).
USED TO:
 to reach its desire target groups,
 as channels to provide and improve services to clients,
 reduce burden on info phones or info e-mail (hzz@hzz.hr),
 create database of most frequently asked questions and answers,
 build/improve the CES reputation.
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Hrvatski zavod za zapošljavanje
Social Media Policy
WHY DO WE NEED THIS DOCUMENT?
avoiding possible negative consequences of being engaged in social networks
stipulates how CES employees should communicate in social networks –
behaviour in social networks is subject to rules as in real life
all legal acts, rules and contracts apply also in social networks (conflict of
interest, protection of data, author’s rights, etiquette and ethics
sharing information on business processes with no previous approval from
superiors brings greater responsibility
Every employee is personally responsible for any content they post on any kind
of social network, so THINK FIRST!
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Hrvatski zavod za zapošljavanje
CES FACEBOOK PAGE
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Hrvatski zavod za zapošljavanje
CES PRESENCE ON FACEBOOK
posting status updates regularly
make the plan of updates at least one week in advance
watch the reactions of Facebook users and determine the right rhythm
for posting updates
tool for two-way communication with users, fans
Information on preparation for the labour market, education, labor
market analysis, tips on efficient job search
Apart from obtaining high-quality contents:
 posting updates at a certain definite pace
 initiating the discussion, asking questions
 find out more about users
 post video and photo content (YouTube)
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Hrvatski zavod za zapošljavanje
FACEBOOK STATISTICS
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Hrvatski zavod za zapošljavanje
CES TWITTER PAGE
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Hrvatski zavod za zapošljavanje
CES PRESENCE IN TWITTER
CES uses Twitter first of all as a channel for two-way
communication
a micro-blogging service for sharing links and information,
various tips, employment measures, reports from relevant
events and the like.
follows users and companies of interest for the CES business
processes
assistance to clients and response to requests
share links and contents which might be interesting for our
interesting groups (even the links of agencies with the similar
core business)
quick response time, free-of-charge
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Hrvatski zavod za zapošljavanje
CES ON LINKEDIN
STATISTICS
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Hrvatski zavod za zapošljavanje
CES PRESENCE ON LinkedIn
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cannot be used as channel for user support
users use LinkedIn to post their online CVs and connect themselves with
people or companies
The CES should have the capability of advertising new job vacancies,
linking such ads with profiles of employers already present on LinkedIn
CES councelors - browse through profiles of candidates and potentially
use this information during the mediation process
participation in groups and group discussions, and sharing job ads within
such groups should also be the CES strategy
advisable to introduce the possibility of application to job directly from
the employee's LinkedIn profile
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Hrvatski zavod za zapošljavanje
PLANS FOR FUTURE DEVELOPMENT
“Development of Social Networks within CES services”
Twinning light project within the Instrument for Pre-Accession Assistance, Operational
Programme for Human Resources Development 2007-2013
Starting in December 2013
Project budget: EUR 240.000,00
Overall Objective(s):
To improve the quality, effectiveness and efficiency of the Croatian Employment Service in
delivering services to clients.
Project purpose:
Development of existing social networks within CES and their integration in CES services in
order to enhance capacities in communication towards clients
EXPECTED RESULTS:
existing social networking sites and their integration in CES communication strategy
elaborated
CES employees at central and regional level empowered in management of social networks
and communication through social networks
Public campaign with the purpose of promoting development of social networking sites and
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micro blogging within CES services
Hrvatski zavod za zapošljavanje
CONCLUSION
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another step in the evolutionary ladder of communication, complementary to the
traditional communication channels
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difference between social networks and other leaps forward in communication is
the IT technology

cannot replace face-to-face communication and work of counsellors with clients
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better feedback on its services and improve them accordingly
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community is important and it should be built with a lot of patience offline and online meeting high standards.
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communication and engagement - requires planning, time and patience to become
effective
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Hrvatski zavod za zapošljavanje
HRVATSKI ZAVOD ZA ZAPOŠLJAVANJE
CROATIAN EMPLOYMENT SERVICE
Central Office
Radnička cesta 1
10 000 Zagreb
Croatia
www.hzz.hr
THANK YOU FOR YOUR ATTENTION!
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