Building and Managing Your Personal Brand  Using Social MediaA Presentation for San Diego State University Career Services...
Agenda*1. Prepping Your Social Brand for Future Employers2. Establishing a Long-Term Social Media Strategy for   Your Pers...
1. Preparing Your Social Brand        for Future Employers1. Learn: How are managers using social media   to look at you?2...
Some ground rules• Beware the all-knowing “gurus”• Technology is always changing• There are probably exceptions to every “...
Do HR Managers Use Social Networks                             to Research Candidates?                                    ...
How do HR Managers use Social Networks                   to Research Candidates?         65%                              ...
When Social Media Activities Cost Someone a Job Offer,                               What Were the Reasons?          Inapp...
Which social media platforms are used to:       RECRUIT new employees?        REVIEW potential hires?
For companies using social media to recruit, social media is LinkedIn-centric…      • 98% using LinkedIn      • 42% using ...
What is                 .• “Facebook for professionals”• 200 million registered users  – 74 million in U.S. vs. 163 millio...
So What Should I Do?     • Align your online brand with your audience’s       social media activity:          – Exhibit th...
Social Media Prep 1.0 Checklist           The tasks in this checklist are suggestions to help inspire you to start the pro...
Social Media Prep 1.0 Checklist• On Facebook:  – Have a trusted older friend/family    member perform a “social content au...
Pulling Your Online Brand Together…• Your brand is a PROMISE to others about who you are (or will be) as a  professional• ...
What about all the other social networks & social content?
Part 2: Pulling Together a Long-Term      Social Media Game Plan
Establishing a Long-Term Social Media   Strategy for Your Personal Brand1. A long-term social media strategy for your   pe...
Start Your Social Media Personal Branding Journey in Four Easy Steps1. Understand what you want your personal   brand to b...
How to Build a Long-Term Personal                 Brand Strategy Using Social Media         • Step 1: Define Your Brand Po...
• Step 2: Define your “Customers”  aka Identify The Online Community you want to Showcase Your Brand To    – Who is the on...
• Step 2: Define your “Customers”  aka Identify The Online Community you want to Showcase Your  Brand To   – Who is the on...
• Step 3: “Research” Your “Customers’ Habits”  aka Use Social Media to Listen in on the Ongoing Conversation    – How can ...
•   Step 4: “Sell” to Your “Customers”    aka Start Talking with the Community     –   Courteous     –   Thankful     –   ...
Social Media Personal Branding         Worksheet
Conclusions• Managing your online brand is an ongoing process.  Steps 1 – 4 constantly happen, and often happen  simultane...
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Creating and Managing Your Personal Brand Using Social Media

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This is a set of slides used to accompany a 1-hour conversation with San Diego State University students on 2-13-2013. The goal of the conversation was to (1) help students understand how human resources personnel are currently using social media to recruit and review potential hires and (2) put into place a social media personal branding strategy that can be used regardless of changes in social media landscape.

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Transcript of "Creating and Managing Your Personal Brand Using Social Media"

  1. 1. Building and Managing Your Personal Brand Using Social MediaA Presentation for San Diego State University Career Services by Dr. Andrew Baker, marketing abaker@mail.sdsu.edu @andrewbaker13 2/13/2013
  2. 2. Agenda*1. Prepping Your Social Brand for Future Employers2. Establishing a Long-Term Social Media Strategy for Your Personal Brand* …or wherever the raised hands take us.
  3. 3. 1. Preparing Your Social Brand for Future Employers1. Learn: How are managers using social media to look at you?2. Plan: How can we use this information to build up a personal social media game plan?3. Act: What are some specific, concrete steps we can do to begin building our professional self on social networks?
  4. 4. Some ground rules• Beware the all-knowing “gurus”• Technology is always changing• There are probably exceptions to every “rule” I share here today…• … but every well-known practice for managing your professional reputation in the REAL WORLD also applies to the DIGITAL WORLD
  5. 5. Do HR Managers Use Social Networks to Research Candidates? Currently Using S.N. Starting Soon 37% No Plans 52% 11% Takeaway: Assume your future employer will use social networks to learn more about you.CareerBuilder online study conducted by Harris Interactive. 2,303 hiring managers and human resource professionals.Study was from Feb. to March 2012. Link
  6. 6. How do HR Managers use Social Networks to Research Candidates? 65% Takeaway: Your social presence is a chance to impress! Three of the 51% four top reasons can always be 45% managed, and three of the four are “soft skills” 35% 12% Present yourself Good fit for company Learn more about your See if youre well- Looking for reasons to professionally culture professional rounded NOT hire you qualificationsCareerBuilder online study conducted by Harris Interactive. 2,303 hiring managers and human resource professionals.Study was from Feb. to March 2012. Link
  7. 7. When Social Media Activities Cost Someone a Job Offer, What Were the Reasons? Inappropriate photos or info Not Professional 48% Evidence of drinking / drugs Not Professional 45% Poor communication skills Not Professional 35% Bad-mouthed previous employer Not Professional 33% Discriminatory comments Not Professional 28% Takeaway: Actively Lied about qualifications Qualifications 22% limiting unprofessional behavior online is also important.CareerBuilder online study conducted by Harris Interactive. 2,303 hiring managers and human resource professionals.Study was from Feb. to March 2012. Link
  8. 8. Which social media platforms are used to: RECRUIT new employees? REVIEW potential hires?
  9. 9. For companies using social media to recruit, social media is LinkedIn-centric… • 98% using LinkedIn • 42% using Twitter … while Facebook and • 33% using Facebook LinkedIn are equally used to research candidates 65% 21% (all 3) 63% Takeaway: Hunting for jobs via social is LinkedIn & Twitter, but 16% Facebook and LinkedIn is where most future employers will go to learn about you. These are the Big Three of professional branding.Number of recruiters with at least one Bullhorn Reach account connection on the respective social media platform. About35,000 accounts from 2011. Bullhorn Reach is a social media recruiting service, do not interpret these numbers as “% of ALLemployers using these platforms to recruit.”
  10. 10. What is .• “Facebook for professionals”• 200 million registered users – 74 million in U.S. vs. 163 million U.S. Facebook users• Features: – LinkedIn Profile = “Resume Plus” – Job Search -with- intelligent matching – LinkedIn Groups based around educational experience, career aspirations, industry interests – Has a Facebook-like newsfeed, but no funny cat pics and lots of career-oriented sharing
  11. 11. So What Should I Do? • Align your online brand with your audience’s social media activity: – Exhibit the capacity for professionalism – Demonstrate your qualifications (aka – showcase your marketable skills) – Demonstrate you’re well-rounded – Be a good fit for company culture* • Complete the Social Media 1.0 Checklist*This makes sense once you have a specific company or a few companies that you are targeting.Online social review sites for companies (such as Glassdoor) can be excellent tools to learn aboutculture.
  12. 12. Social Media Prep 1.0 Checklist The tasks in this checklist are suggestions to help inspire you to start the process of building your online professional brand. This is not a complete list; it is just a starting point. Sorry, no “recipes “ or “cookbooks” out there.  Facebook  LinkedIn  Twitter Get in the Game  Create Facebook Account  Create LinkedIn Account  Create Twitter Account with Professional Username,  Privacy Settings Locked Down*  Privacy Settings Unlocked (Public pic, and profile (Privacy assumed, public if desired) assumed)  Privacy Settings Unlocked (Public assumed)  Complete LinkedIn Profile (Summary, Experience, Skills & Expertise) Exhibit  Have a trusted older friend/family  Upload a “professional” headshot & clear  Include career / future aspirations in profile member perform a “social content mission statement  Have a trusted older friend/family member conduct a Professionalism audit”. Delete ALL questionable  Connect with past employers, current “Tweet Audit” of previous Tweets – check for poor content (see earlier slide) employers, and other professionals you spelling, grammar, swearing, rude, and angry activity.  Like or Join at least four professional interact with regularly (professors!) Delete ALL questionable content (see earlier slide) or student organizations that are in  Join five active LinkedIn groups that cover  Perform a “Following Audit.” Who you follows signals the industry / field you care about industries / jobs / skills you care about who you are. Delete unprofessional associations.  Follow five Companies that you would  Follow 5 companies you want to work for consider “dream jobs”  Follow 3 professional organizations in your  Ask for career advice in at least one of the industry/field professional LinkedIn groups you joined  Follow 5 people you aspire to be like later in your career  Personally Recommend or Endorse at  Follow 2 accounts of blogs that cover industries you’re least three people in your LinkedIn passionate about network you consider to be influential for  Ask for career tips / advice from at least 3 businesses / your professional career professionals you follow Demonstrate  Update bio to include school, job  Include in your profile at least five distinct  In the next 2 weeks, Tweet at least 2 things you learned experience. Interests should include skills & expertise you currently have in class or elsewhere that you believe are helpful your professional interests  Research and identify 10 distinct toward your future goals marketable skills/expertise that people with your  By the end of the semester, tweet about your most skills “dream job” consistently list impressive academic accomplishment (project,  Share your attendance and learning for the presentation, survive a tough class, etc.) next extracurricular professional event you  Tweet about the next two times you attend a attended (re: mini-blog) professional event (hint, hint) Demonstrate  Add a cover photo and profile photo  Add all non-profit, community service, and  Include (appropriate) hobby / passions in your profile that positively conveys your non- student organization activity  After 3 months of Twitter activity, assess your Tweet you’re well- professional but positive personal  Highlight one proud personal non- ratio. Remember its okay to be a human being. Even rounded attributes/interests professional achievement (ex: I ran my first the most professionally-oriented individuals tend to  Positively convey your personal goals 10k!) follow a 60 (professional content) / 30 (appropriate and when you achieve those goals personal content) / 10 (other) rule*There is a lot of debate about whether your Facebook account should be solely for personal use, a hybrid professional & personal, or strictly for professional use. The correct answer probably depends on theindividual and the social norms around the job they want. This checklist presumes you have decided to primarily keep your Facebook content private but do want your basic info and select FB activity to be available tothe wider public.
  13. 13. Social Media Prep 1.0 Checklist• On Facebook: – Have a trusted older friend/family member perform a “social content audit”. Delete ALL questionable content• On LinkedIn: – Join five active LinkedIn groups that cover industries / jobs / skills you care about• Twitter: – Follow 5 people you aspire to be like later in your career
  14. 14. Pulling Your Online Brand Together…• Your brand is a PROMISE to others about who you are (or will be) as a professional• You SIGNAL this promise through your online: – Profiles – Images – Videos – Posts – Tweets – Associations: • with other people • with other institutions • with other people’s shared content• Brands must be consistent to be understood by others. – Inconsistency can lead to confusion (“I don’t know who this person is.”) – Inconsistency can lead to the belief you’re a liar (“This person can’t be who they claim to be.”)
  15. 15. What about all the other social networks & social content?
  16. 16. Part 2: Pulling Together a Long-Term Social Media Game Plan
  17. 17. Establishing a Long-Term Social Media Strategy for Your Personal Brand1. A long-term social media strategy for your personal brand should simply be a subset of the long-term strategy for your own brand2. Designing long-term strategies for any brands is something marketers have long known how to do, we just need to: – apply it to individuals instead of products – use social media specifically instead of the other ways we used to communicate
  18. 18. Start Your Social Media Personal Branding Journey in Four Easy Steps1. Understand what you want your personal brand to be.2. Understand who “customers” are and where they hang out online.3. Learn how to listen in on your “customers” conversations.4. Join the conversation yourself!
  19. 19. How to Build a Long-Term Personal Brand Strategy Using Social Media • Step 1: Define Your Brand Positioning aka Understand Who You Are, and What You Want to be Seen As – What are you good at? – What are you uniquely good at? – What do you care about? – How are you weak? – What do you want to be uniquely good at? (what do you want your brand to become)Image by cpotter on rebubble.com
  20. 20. • Step 2: Define your “Customers” aka Identify The Online Community you want to Showcase Your Brand To – Who is the online community you need to impress with your brand? • Where does this online community congregate? • What is important to them? What do they talk about? • Who are the leaders of this community? Who are the influencers? “#hottopic1” “#hottopic2” “important.newslink.com” “Everyone buzzes when @so-and-so posts!” “Common Career Convo Topic!” “Buzz around newsarticle.com!” “Common Career Convo Topic!” “Buzz around newsarticle.com!” Mr. So-and-so ? “So-and-so is super important!”
  21. 21. • Step 2: Define your “Customers” aka Identify The Online Community you want to Showcase Your Brand To – Who is the online community you need to impress with your brand? • Where do they get their online information? ?
  22. 22. • Step 3: “Research” Your “Customers’ Habits” aka Use Social Media to Listen in on the Ongoing Conversation – How can you start listening in on your online community’s conversations? – How can we systematically store this “listening” capacity and do it in an on-going way? Mr. So-and-so • “#hottopic1” • “#hottopic2” • “Buzz around newsarticle.com!” ?
  23. 23. • Step 4: “Sell” to Your “Customers” aka Start Talking with the Community – Courteous – Thankful – Respectful – Knowledge-Seeking Mr. So-and-so • “#hottopic1” • “#hottopic2” • “Buzz around newsarticle.com!” ?
  24. 24. Social Media Personal Branding Worksheet
  25. 25. Conclusions• Managing your online brand is an ongoing process. Steps 1 – 4 constantly happen, and often happen simultaneously as you develop your online brand.• Start today. Your brand can evolve. Like you will.• This process will not change, but social media and social networks will.• Thank you for your time. Preparing for this presentation inspired me to heed my own words!
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