NWACUHO 2013: Training Student Leaders on Personal Branding


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This presentation will cover why social media use by student leaders cannot be left unmentioned. Studies regarding social media use and trends will be shown regarding job seeking and appropriate management of these accounts. Professional use of social media must be learned, even for “digital natives” in the millennial generation. A game plan will be presented for incorporating social media use in student leader training and development so students graduate with well-managed personal branding and more developed skills in social media management, which will greatly aid them in their job searches. When 70% of US recruiters and Human Resources staff have rejected a candidate due to online reputation, but only 7% of job seekers think that online presence will impact their job prospects (Source: Microsoft), housing professionals can find purpose for teaching students about how to use social media and manage their personal brand.

Students in positions of leadership or authority can be great influencers in student experiences in our housing systems. It can be mutually beneficial for students and housing staff to train student leaders to manage department social media accounts and/or how to groom their own online presence for promoting themselves for the job market. The influence of online presence for student job seekers and the impact social media presence can have for a housing department will also be discussed. In addition, personal and professional branding will be defined, an overview of a game plan for incorporating it into student leader training will be given, and resources for housing professionals who wish to learn more will be made available.

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  • *** highlight #4 & #5 Answers why should we be more engaged in social? STORYLINE FOR THIS SLIDE>>> Nobody debates the reach and scale of social media (points 1-3). And while they are open to a relationship (point 4), it ’ s got to be about a dialogue that ’ s genuine and engaging/interactive (point 5)
  • *** highlight #4 & #5 Answers why should we be more engaged in social? STORYLINE FOR THIS SLIDE>>> Nobody debates the reach and scale of social media (points 1-3). And while they are open to a relationship (point 4), it ’ s got to be about a dialogue that ’ s genuine and engaging/interactive (point 5)
  • NWACUHO 2013: Training Student Leaders on Personal Branding

    1. 1. Training StudentLeaders in PersonalBrandingUsing Social Media to Manage your OnlinePresenceLaura LambethUniversity of WashingtonWilliam F. Humphrey, Jr.Texas Tech University
    2. 2. Outcomes for thisSessionUnderstand the impact of online presence andsocial media on student leaders during andafter the college experience.Know how online reputation impacts jobseekers, and ways to train student leaders tomanage online presence effectivelyBuild a social media game plan for studentleader training and development based ondepartment or area needs and philosophy.
    3. 3. Building a Game PlanRole Model though your own personal brand.Manage your accounts so students have amodel for marketing their leadership roles. Youare the professional!Decide what method works best for your role,department, or area of work.Research. Other institutions are doing greatwork incorporating social media training orusing students to manage department socialmedia accounts.
    4. 4. Why personal branding?85% of recruiters say they consider onlinereputation in hiring decisions70% of recruiters have rejected a job candidatedue to online reputation (Source: Microsoft)7% of jobseekers think their online reputationaffects their job searchIn short: the Internet is the easiest way for hiringmanagers to weed out candidates. You MUSTactively manage your personal brand.
    5. 5. Is Social Media A Fad?
    6. 6. What do recruiters lookat?
    7. 7. What is personalbrandingYour personal brand is the sum of all availableinformation about a person online. Thisincludes search results, social media profiles,media and news coverage, and any otherdigital artifact that help an observer form anopinion of you.What others think about what they see is howthey’ve branded you.Why leave this to chance?
    8. 8. Game planDetermine your goals and focusSelect your area of expertise (like social mediaor mobile marketing)Determine where you can add value and whereyour contributions would be uniqueDon’t oversubscribe. Choose only the socialmedia channels you can handle
    9. 9. The primary site to messageyour accomplishments.Layer with keywords and richdescriptions to show up insearch.Be specific and play up toyour chosen positioningUse the option to get avanity url likewww.linkedin.com/in/linhumphreyorwww.linkedin.com/in/lauraelambeth
    10. 10. Your network. networkVisualize your network....career, graduate school, and future jobs. Allconnected, and all available to you. This is a powerful way to maintain yournetwork.
    11. 11. LinkedIn fills a need 200 million professionals in 200 countries comprise the user base (January 2013) 64% of members are located outside of the US Higher Education is the 3rd largest industry on LinkedIn with 1.95 million users 5 billion people searches conducted on LinkedIn in 2012. Two new members join every second--in short, LinkedIn is reaching critical mass!
    12. 12. LinkedIn fills a need The site provides an easy way to keep up with professional contacts (and their contact info) without maintaining a huge contact database. It provides an alternative to ‘friending’ students or colleagues on Facebook--keep your professional network professional. It has been enhanced with plug-ins to meet the needs of higher education and industry professionals alike
    13. 13. The newsfeedShare an update & syndicate on Twitter Suggestions on contacts you may know Your network’s updates Profile views
    14. 14. SuggestionsJob suggestions based on profile detailsGroup suggestions based onprofile & Network details New members from current & past jobs/schools
    15. 15. Profile basicsA completeprofile helps withGoogle searchand whatpeople seeabout you.
    16. 16. ExperienceAdd your job detailsincluding websites.More details onyour experience &accomplishmentsincrease yourchances of showingup in search.
    17. 17. EducationFill in educationaldetails for eachinstitution youattended.Listaccomplishments,service, and activitiesto help others findyou.
    18. 18. RecommendationsBe deliberate aboutrecommendationrequestsShow context you can’tsay on your ownAvoid Pro QuoDo not ask foQuid r lastminute recs.
    19. 19. Finishing the basicsAdd websites withdescriptions.Include awards,honors, andprofessionalassociations.Check to see if yourassn has a LinkedInGroup.
    20. 20. PublicationsAdd the publications section on theprofile.Consider moving this aboveeducation & experience.Include coauthors and a link to thepublisher to allow downloads. Coauthors can be linked to other LinkedIn Profiles. Order of authors cannot be put in publication order.Use the article summary from the Publications courtesy of Debra A Laverie, Ph.D.publisher
    21. 21. Honors & Awards, ProjectsThese sections also show upunder the position you held atthe timeInclude committee or projectteam members and a link toany work Team members can be linked to other LinkedIn Profiles.Honors & Awards allow you tolist how you were selected -application vs. nomination can Publications courtesy of Debra A Laverie, Ph.D.matter
    22. 22. File DownloadsAdd the Box.net cloud storageapplication to allow file downloads.Upload your vita, articles, brochures,or other files that your network mayfind of value.Box.net emails you each time oneof your files has been downloaded.Note: applications only show toyour network. Not those who findyou in search. File downloads from Box.net
    23. 23. Visual PortfolioAdd the Behance.net visualportfolio application to showyour visual accomplishments.Request an invitation fromBehance.net.Web design projects, collegeprint collateral work, andtextbook covers are greatvisuals in this spot. File downloads from Box.net
    24. 24. PowerPointsAdd the SlideShare app todisplay PowerPoints you wantyour network to see.Allow downloads or restrict toon-site viewing.Share slideshows by email asneeded.This helps position you as askilled guest speaker andsubject matter expert (sme).
    25. 25. Case StudiesLin Humphrey Ph.D. Student Social Media Consultant Guest Speaker Goal: Find a faculty position and position as subject matter expert Profile of Lin Humphrey
    26. 26. Final tips Use LinkedIn, not Facebook, to connect with you coworkers/bosses. Be cautious of providing recommendations if you do not know the person’s work very well. Add LinkedIn to your business cards and email signature.
    27. 27. Use about.me toshow people whoyou are--with linksto all your socialsitesConsider directinga vanity webaddress/URL tothis page.
    28. 28. Use a custombackgrounds andfocus on your‘elevator speech’Link to PR & othersites that positionyou.Look at your stats--user session is agood indicator onengagement.
    29. 29. Student Use
    30. 30. Think of Twitter as atimeline of your musingsIt should be a mixture ofsharing, interacting, anddriving to other contentHighlight content fromother social sites likeLinkedIn, Quora, etc.
    31. 31. Have a mixture of sharinglinks, providing feedbackon others’ tweets, andmaking connections.Just tweeting and notinteracting shows poorsocial skills.Retweet and makefriends.
    32. 32. Invest in creating orcommissioning acustomized backgroundDirect people to yourother social sitesChoose a profile picturethat promotes your bestimage
    33. 33. You will likely follow more peoplethan advisableAdd your contacts to lists andtoggle Twitter to see specifictypes of tweeps: companies,executives, colleagues, etc.Talk to these people with an@mention-make sure you havesomething worthwhile to say.Do not tweet only to celebs. Youlose credibility doing this moreoften than occasionally.
    34. 34. Build a list of websites you visitregularly like WSJ, NYT, FastCompany, and BW.Use a URL shortener and sharethis content with some context.If you are retweeting (sharing), givethe originator credit with via@usernameParticipate in Follow Friday. Saysomething nice about tweeps youadmire. They might notice youand start interactingDo not overshare Foursquarelocations
    35. 35. Ask questions, answerquestions, accumulateknowledgeShare your questions withTwitter and gain perceptionof expertiseParticipate in Q&A onLinkedin as wellEach of these sites shouldreinforce one another
    36. 36. Build a page with carefullyselected imagesShow that you arecultured, intelligent, andworldlySearch engines will pickthese images up inassociation with yourname
    37. 37. (yes, we mean it.)Archival format isorganized andcustomizableShared contentleads back to youand your brandVisual sharingbetweenconnections andthe public
    38. 38. Set up a Google+ pagefor PROFESSIONALpurposesGoogle+ shows upusually as #1 searchresult in...Google!This will also feed theimages you want foundinto image search
    39. 39. Register each of yourprofile addresses with thesearch enginesGoogle:http://www.google.com/submityourcontent/index.htmBing:http://www.bing.com/webmaster/SubmitSitePage.asp
    40. 40. Monitor your webpresence DAILY withGoogle AlertsCheck your Googleresults and Google imageresultsMake sure Facebook isLOCKED DOWN. Checkprivacy settings WEEKLY
    41. 41. Don’t get lazy. Miss aday, miss exposure.Lin nearly missed a quotein USA Today.
    42. 42. But watch out
    43. 43. Other tipsKeep Facebook for friends, LinkedIn for professionalcontacts.You don’t have to accept every friend request youget. Use BLOCK if you don’t want someone to seeyou.Friending your boss or professor is a bad idea. Trustme, I know.Be honest. Your company can see what you’re doingif you use Foursquare or Facebook Places. Peoplelose jobs based on their location contradicting theirsick day request or based on a negative status.
    44. 44. Connect with ushttp://about.me/lauralambeth@lauralambethhttp://about.me/LinHumphrey@LinHumphrey