Social Media for Job Seeker Customers


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A training course to teach workforce development staff how to use social media to help job seekers find work

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Social Media for Job Seeker Customers

  1. 1. Sandra Hastings offers training, marketing, and management services to help you reposition your business and/or workforce system: Web site design and redesign services to update your Internet site from static to interactive and tips as well as strategies for using e-marketing to rebrand your workforce system. Services to redesign your capacity building efforts to utilize Web 2.0 tools to offer just-in-time training and to integrate tools that improve connectivity and collaboration among employees at multiple worksites. Management consultation to help you create the strategy and road map for lasting change that aligns with current trends and legislative mandates. Recruitment webinars and podcasts for businesses - especially small and medium-sized businesses - to help integrate competitive recruiting practices (e.g., emerging use of social networking tools). am eager to work with you to find customized solutions to your most pressing concerns. Sandi Hastings I am energized by the infinite possibilities we have to creatively solve challenges and position for the future. And, I am eager to work with you to find customized solutions to your most pressing concerns. Sandi Hastings Sandra Hastings 1
  2. 2. Sandra Hastings Sandra Hastings Associates Sandra Hastings 2
  3. 3. Learn how to harness technology – Social Media – to improve job seeker outcomes and your own career 2 Sandra Hastings 3
  4. 4. Today’s Topics  Common definition of social media & why it’s important  Recruitment trends & statistics  Job seeker social media tools  Session review/Q & A  Brainstorm additional training topics Sandra Hastings 4
  5. 5. “Relationship Building and Creating Trust!” Social media is online content created by people Content readers Publishers One to many Many to many Monologues Dialogues Source: Wikipedia, 2009. Online relationships for personal, political, and business use Sandra Hastings 5
  6. 6. Brand in control Audience in control One way message delivery Two way conversation Repeating the message Adapting the message/beta Focused on the brand Focused on the audience/adding value Educating Influencing, involving Organization creates content User co-creator of content Web 2.0 tools are interactive social media tools used to build Internet relationships Web 3.0 tools are interactive social media tools used to build relationships using all mobile devices Sandra Hastings 6
  7. 7. 1. President Obama’s administration is using social media to promote transparency & communication 2. It expands our service delivery options in a tough fiscal environment Innovative online services – especially for UI customers (ARRA ) Preparation for future with more services & less funding Sandra Hastings 7
  8. 8. 3. Social Media is no longer a trend, it’s a critical strategic business mandate • 63% of Americans have broadband access • More than 4 in 5 US online adults use social media at least once a month • Half of these users participate in social networks Forrester Research, Inc. August 2009 • Social media use by business grew from 27% in 2007 to 80% in 2009 UMass Dartmouth Center for Marketing November 17, 2009 4. Our customers are online…we must respond to remain competitive • Businesses use social media to recruit and hire • Younger customers (16-45) expect social media advice Sandra Hastings 8
  9. 9. 5. Our competitors are using sophisticated social media strategies Sandra Hastings 9
  10. 10. 1. More tools for building online services – especially for reemployment customers and businesses 2. More online resources for job seekers to access 3. Better resources for reaching and maintaining relationships with customers 4. Tracking tools to analyze customer traffic and social media marketing patterns 5. 24/7 access to learning opportunities to keep staff skills current Sandra Hastings 10
  11. 11. Ten tools used by most businesses to hire new workers 1. Text messaging 6. Multiple languages 7. Videos 2. Blogging 8. Podcasts and jobcasts 3. Facebook page 9. Contests 4. LinkedIn page 10. Nonrecruiting sites 5. News alerts Sandra Hastings 11
  12. 12. Most Hiring Managers Use Social Media  Researching Candidates 75% use LinkedIn 48% use FaceBook 26% use Twitter  Sourcing Job Candidates 66% use LinkedIn 23% use FaceBook 16% use Twitter How do you prepare job candidates for these hiring trends? Sandra Hastings 12
  13. 13. Multiple options for interaction Sandra Hastings 13
  14. 14. Websites should provide opportunities for conversations, feedback, information sharing & networking Is your website interactive? Sandra Hastings 14
  15. 15. Personal Statement Sources for building Web sites include:,, Sandra Hastings 15
  16. 16. Multiple formats & Portfolio options Two examples of portfolio/education Web sites Minnesota’s provides education & training resources, online learning, & financial aid information Sandra Hastings 16
  17. 17. A great way to demonstrate programming skills Sandra Hastings 17
  18. 18. Sandra Hastings 18
  19. 19. America’s Virtual One-Stop CareerBuilder CareerStallion Indeed JobsearchUSA LinkUp Monster Monster Newspaper Partnerships SimplyHired and USAJobs. Sandra Hastings 19
  20. 20.  Highlight the central theme  Provide a link to your Website’s URL  Include images (  Have an RSS Feed link & provide multiple sharing options Use Internet communication basic rules:  Offer an easy “unsubscribe” option  Provide a way to change address  State your privacy policy  Have contact information including street address, phone number, website, and fax number for your organization Sandra Hastings 20
  21. 21. You can group by: Segmentation breaks your audience into groups of customers with Ready to Work similar characteristics Career Advancement The goal is building relationships, Career Exploration to know your audience’s needs Job Interests Segmenting your list will lead to Use eNewsletters to: more targeted messages with action • Invite job seekers to events – taken job fairs, workshops • Promote job seekers to hiring companies If you don’t segment, you are not • Share program updates building relationships with • Share success stories individuals targeting specific • Offer training individuals • Survey job seekers needs and interests interests Sandra Hastings 21
  22. 22. Get customizable templates, advice, survey/polls, metrics, and other personal services from ESPs Sandra Hastings 22
  23. 23. Everyone has a YouTube video account…Does your workforce system? Sandra Hastings 23
  24. 24. 78.6% of total U.S. Internet audience viewed an online video in 2009  Average video viewer watched 385 minutes of video, or 6.4 hours  107.1 million viewers watched 6.8 billion videos on (63.5 videos per viewer)  The duration of the average online video was 3.5 minutes April 2009 Data comScore Video Metrix Service Sandra Hastings 24
  25. 25.  Broadcast testimonials that describe how you serve job seekers  Attract more traffic to your job seeker Web site  Post videos on Web site or link within an eBlast or eNewsletter  Is FREE service to increase your visibility  Share labor market information & economic forecasts  Offer new services and programs  Use training videos to teach job seekers (  Teach job seekers to create resume videos  Post federal government updates Sandra Hastings 25
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  27. 27. LinkedIn is a business-oriented social networking site for professionals to develop and maintain a list of contact details of people they know and trust in business – their ―connections.‖ LinkedIn can then be used to find jobs, people and business opportunities recommended by someone in one's contact network. Employers can list jobs and search for potential candidates. Job seekers can review the profile of hiring managers and research companies to discover which of their existing contacts can introduce them. LinkedIn also allows users to research companies where they may want to work Sandra Hastings 27
  28. 28. Create a compelling profile. • Job seekers should create a personal profile • List organizational affiliations • Create and join Groups – participate in discussions • Grow a list of connections through the “people you may know” suggestions • Recommend other people/organizations and have others recommend them! • Can supply link to your workforce Web site!!!!!! Sandra Hastings 28
  29. 29. Job seekers can do key word searches, browse jobs- LinkedIn and Web, research companies, talk to individuals working in companies, apply for jobs, & forward jobs to others. Sandra Hastings 29
  30. 30. A free, online social networking site that connects people through online communities 1/3 of global audience is 35-39 years of age 1/4 of global audience is over 50 years of age Sandra Hastings 30
  31. 31. You can gather people with like interests! TIPs: Start groups for job seekers - job clubs etc. Have job seekers start their own groups Sandra Hastings 31
  32. 32. Ten Ways to Use Facebook to Find Work 1. Don't forget the public nature of Facebook 2. Post a full profile similar to a resume 3. Clean up your photos – keep them professional 4. Don’t be boring – companies want to hire fun employees – just keep it clean 5. Ask for help -your friends & colleagues expect to help you in your job search process 6. Show your knowledge to your network – post information on your site that showcases your knowledge & experience Sandra Hastings 32
  33. 33. Ten Ways to Use Facebook to Find Work 7. Search for people from different industries, schools, universities etc. – use tools like WINK to find old friends 8. Join groups -using the search tool within Facebook, search for topical and relevant groups within Facebook to begin networking 9. Engage and share with people - get involved in network conversations. Don't make meaningless comments - add some opinion and in depth answers. 10. Network - the bigger your network, the more secondary and third level contacts you’ll have. Put all your details in your email signature -your LinkedIn profile url, your Facebook profile url or your @Twitter name? Sandra Hastings 33
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  35. 35. A service for friends, family, and co–workers to communicate and stay connected with frequent answers to one simple question: ―What are you doing?‖ Also called a ―micro-blog‖ (140 characters or less) and entries are called ―Tweets‖ 2.5 million people visit each month compared to 41 million visitors on Facebook Sandra Hastings 35
  36. 36. Experts use Twitter to advertise and market its brands to 18- to 34-year-olds - the mainstay of the social networking site. More than 7,000 job openings at Sears and Kmart will be posted by 1. Job seekers create an account on 2. They link their profile to their Twitter account 3. They can subscribe to any of the 8,397 job channels. Sandra Hastings 36
  37. 37. 26,274 jobs found • Attract and stay connected to youth and younger adults – promote workshops • Post ―in-demand‖ and ―hot jobs‖ on Twitter to expand your applicant pool • Connect with tech-savvy unemployed and underemployed to offer skill upgrades and training services Sandra Hastings 37
  38. 38. Sandra Hastings 38
  39. 39.  Flickr - Photo Sharing Application  Message Boards – a segment of a Web site that hosts an open discussion among users  Podcasts—Short recordings about a variety of topics that can be purchased, downloaded for free, or posted on web page  Blogs - A portion of a website (or a separate entity altogether like Twitter) in which an author posts discussion topics or information to be shared with followers  Personal Blogs = online “diaries”  Organizational blogs = Information sharing/news updates Sandra Hastings 39
  40. 40. • Have staff present small bits of job search information on podcasts (no more than five minutes is best) • Upload podcasts on resource room computers, on staff desktops and on your Web site • Have management create podcasts to share updates with all workforce center staff • Have management staff create training podcasts to help staff improve performance in specific areas Sandra Hastings 40
  41. 41. • Assign staff to write ―job search‖ blogs to address the most common issues that stump local area job seekers • Post the blogs on all computers – staff and resource room and upload the blogs to your Web site • Make sure the blogs encourage comments from the audience - have a forward and share functions • Publish a list of job search/social media blogs for staff and job seekers subscriptions to keep them abreast of latest information – provide blog links on your Web site Sandra Hastings 41
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  43. 43. Experts say you must log 10,000 hours of learning to become a Social Media expert and maintain that status Sandra Hastings 43
  44. 44. 1. Review staff capacity and create capacity building opportunities 2. Integrate Social Media strategies throughout your workforce system 3. Develop toolbox of new tools & products 4. Action plan to improve your own workforce system’s job seeker services Sandra Hastings 44
  45. 45. Getting Started with Facebook Social Media Marketing (Dale Evans) Beth Kanter Blog – How Nonprofits Can Use Social Media Jay Love Blog – CEO eTapestry -- Jay Love Twitter Page Getting Started with Google Analytics LotusJump – Website Marketing Made Easy Flickr Blogger Twitter Linked In Sandra Hastings 45
  46. 46. Sandi Hastings Sandra Hastings Associates Contact Information: Phone: 860-643-0624 Follow my blog Become one of my LinkedIn connections and introduce me to your friends - Sandra Hastings 46
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