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Robert Starks Jr., Vice President of Learning Initiatives for MaxKnowledge and Founder of Careertipster, discusses the opportunities to use social media strategies in the private postsecondary......

Robert Starks Jr., Vice President of Learning Initiatives for MaxKnowledge and Founder of Careertipster, discusses the opportunities to use social media strategies in the private postsecondary education sector in an interview for Career Education Magazine.

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  • 1. TM Social Media Strategies – How to Use Them, and When With Robert Starks, Jr., MaxKnowledge, Inc.Published by: woRkFoRce communications © 2012 The Baxandall Company, Inc.627 Bay Shore Drive, Suite 100 • Oshkosh, WI 54901 • 1- 800-558-8250 • www.workforce-com.com • www.careereducationreview.net
  • 2. Reprinted with permission. © 2012 The Baxandall Co., Inc. Published by Workforce CommunicationsCareer School Services www.careereducationreview.netSocial Media Strategies –How to Use Them, and WhenWith Robert Starks, Jr., MaxKnowledge, Inc. W ithin the career college sector,career outcomes are under the micro- employers surveyed use social media as a recruitment tool. There are multiplescope – now more so than ever. And other similar surveys out there, andgiven today’s economy, there are ad- they all show an increasing trend ofditional challenges that exist within using social media as a mechanism tothe career college sector – for both source talent. Yet, the percentage ofthe institutions and career servicesprofessionals. Social media is a new According to a 2011 Jobvitetool that can be leveraged specificallyby career services professionals to help Social Recruiting Survey, 80.2them face some of those challenges by percent of employers surveyedhelping a school’s graduates find jobs use social media as a recruit-and be more career-ready. ment tool. For many people, social media is justa fad or simply a communications tool. graduates, or even schools and careerBut that’s where they’re mistaken. There advisors using social media to help theirhas been a global adoption of social students is nowhere near as high. Why?media and it represents a new way of Perhaps it’s because career advisorshuman interaction. And whenever have not yet recognized that this shifthuman interaction changes it also has occurred and, therefore, are notchanges society. intervening to train the graduates According to a 2011 Jobvite Social coming out of their schools to use andRecruiting Survey, 80.2 percent of harness social media in a way that ROBERT STARKS JR. is Masters of Science in Management from Colorado the vice president of Technical University, and his undergraduate learning initiatives for degree in marketing from Arizona State MaxKnowledge, Inc., the University. He is the director of media and leading employee training technology for the Arizona Career Development company for the career Association (ACDA) and the founder of college sector of higher Careertipster.com. education. His experience in career services, alumni Contact Information: relations, and community Robert Starks Jr. outreach in the career Vice President of Learning Initiatives education sector earned MaxKnowledge, Inc.him three Best Practice Awards from the Arizona Twitter @robertstarksjrPrivate School Association. Robert earned his E-mail: roberts@maxknowledge.com
  • 3. 29 Career Education Review • October 2012 allows them to gain exposure to the employer screening in 2011. By contrast, very recruiters who are using these in 2012 it is number three. It’s also im- platforms to search for them. portant to note that there is an entire Career advisors need to step in industry being built today called Online and do something to improve this Reputation Management. So there is situation, said Robert Starks, Jr., vice no argument that social media and president of learning initiatives with online presence is big business. MaxKnowledge, Inc. “We as career professionals can’t “They need new skills, first of all, to be satisfied with helping graduates help them understand how to use just develop resumes, cover letters social media for job and the other traditional career market-According to research done searches. That’s the ing tools,” explained Starks. “We need first challenge,” he new skills and we need to teach gradu-by Employment Screening said. “The second is ates search engine optimization, howResources, social media back- a rising trend in to control your Google results, how toground checks ranked 6th on employers not only clean up or optimize their profiles intheir list of top 10 trends in using social media such a way that it enhances theiremployer screening in 2011. to source candidates brand so they’ll be seen by the veryBy contrast, in 2012 it is but to screen candi- recruiters who are looking for them,number three. dates, as well. It has and so on.” become a new type The career college sector touts as of background check, if you will.” one of its differentiating factors from According to research done by public institutions the fact that they are Employment Screening Resources, heavily focused on career outcomes social media background checks ranked and that their career service staff is 6th on their list of top 10 trends in heavily focused on helping graduates Robert Starks, Jr., passionately explaining social media strategies to attendees of the 2012 APSCU Convention in Las Vegas.
  • 4. Career Education Review • October 2012 30find jobs. Yet, many career advisors lack they’ve never had the ability tothe skills necessary to utilize social do before now. They can gainmedia tools. insight into those students and There are several ways career learn things they’re passionateadvisors can leverage social media about and involved in. That infor-that go beyond a communication medi- mation can then be used to re-um. And because social media is ever- engage the student in a conver-evolving, these new skills should be sation. It’s about building relation-learned, honed and used all the time, ships and building rapport likewhenever possible, to better help never before.prepare and train students: Skip-TracingCommunication and Data Mining • Again, schools are able to research • Social media is not just a communi- and locate students or graduates cations tool. There are entire online who have defaulted or dropped out. communities behind the tools. Personal Development • Help students understand that the conversations they’re having • Social media has enhanced our online are not just conversations. ability to engage with other experts, They are producing content and not just in books or blogs, but data. And anyone who uses social also through Twitter. You can media, no matter the platform, is have a conversation with an expert a publisher. As a publisher, every- that you might otherwise never thing you say online is now data be able to meet. You can read an that is indexed by Google; it is per- manent and it is Takeaways on what social media is and searchable. Data on why it’s important: the Internet can live • Social media isn’t just a fad. It’s also not outside the Internet. only important – it’s an absolute game- This has implications changer. for how students and • Digital Media Literacy is a must-have for graduates need to advisors. be trained to be care- • Social media is not just technology – it’s ful in what they say culture and relationships. online and how they • Data mining can improve engagement; manage their online connect with those who fall off the map; personal brand. learn from experts and engage. • Schools always have • Personal branding is a must – to model graduates that fall and teach. off the map. By using • The new job search is about inbound social media, schools marketing. now have the ability • In order to prepare for the future, to research someone training is a necessity. online – something
  • 5. 31 Career Education Review • October 2012 expert’s blog and learn, over time, profiles. They also need to think through the content that they are about their SEOs and whether publishing and sharing with the they own their own domain name world. And by following the right and have a Web site. “Everything experts, one can actually engineer that’s happening in traditional their own learning network, much business marketing is happening like when one goes to conferences for personal branding and how and seminars. This can only en- we market ourselves to get a job. hance what a student learns in As stated before, this requires new the classroom, Starks said. If skill sets that career advisors career advisors can teach students should be helping teach students to do this, it can be very empower- and graduates,” said Starks. ing. It will also help them enhance their ability to target the networks • Job search in social media doesn’t and the people they should be mean that one starts using social getting to know and engaging with. media tools just to look for jobs. That would equate to an old school Personal Branding and Job Searching way of looking for a job. Today it’s about using social media tools • There’s been an explosion in tech- to make opportunities come to nology and how people market them. It’s about teaching students themselves. No longer can a student to be a magnet that attracts people or career advisor think that a job and opportunities to them. Every- search strategy involves having a one needs to become marketers resume, cover letter, business and understand inbound marketing cards and thank you letters. Today and how it relates to their careers. they need to think about a market- Written by Cheryl Hentz. ing campaign and a student’s social