Building YourProfessional Profile on Social Networks #UOSM2012Lisa Harris, Fiona Harvey, Natasha Allden and Ivan Melendez 7th March 2013
Lisa Harris• Lisa is Co-Chair of the Digital Economy USRG at the University of Southampton, and an Associate Director of the Centre for Innovation in Technologies and Education (CITE). She runs the MSc programme in Digital Marketing and is also an accredited tutor for the University of Liverpool online MBA programme.• www.about.me/lisaharris• www.digitaleconomy.soton.ac.uk• http://lisaharrismarketing.com• www.twitter.com/lisaharris• www.slideshare.net/lisaharris
Fiona Harvey• Fiona Harvey is an Educational Development Manager with the Centre for Technology in Educational Innovation at the University of Southampton. She is Chair of the Digital Literacies Special Interest group.• www.elearning.soton.ac.uk• www.twitter.com/fionajharvey• www.linkedin.com/fionaharvey• www.about.me/fionaharvey• Fiona’s Online Identity prezi
Events• Upcoming Digital Literacy Workshops• Digital Literacies Conference 24th April #sotonMOOC• Student Digital Champions• Curriculum Innovation• Digital Economy USRG• TEDx Southampton
Topics to cover• Employability: what’s changed• The employer perspective• Building your professional profile• @natashaallden – Soton MSc graduate• @fionajharvey – online identity• @ivanmelendezch – Soton MSc graduate on recruitment via LinkedIn• Case study examples• Satire by the Onion (2 mins)• Scoop.it Resources for Building Your Online Professional Profile• Please leave comments/questions here• Use this googledoc to record your contributions to the group exercises
Module Admin• This is the last of the “lecture chunks”• Next week is the video editing lab – 15/3 at 1pm in the lab at Avenue Campus (65a/3043)• After Easter there will be weekly labs: 1pm -3pm in 58/1043 (from weeks 7 - 11 inclusive)• Film Festival - assessed presentations: 16th May 3pm - 6pm in 6/1083 Don’t forget to use twitter for comments and link sharing quoting #UOSM2012
Rationale• Maintaining a personal brand through online and offline networking is becoming a critical aspect of career or business development• It is essential that the information displayed online is going to encourage rather than discourage potential customers, collaborators etc.• This session reviews our ongoing work at Southampton into the impact of social networking upon profile building and employability @lisaharris #CIMbrandyou
The Fourth Economy• The basic idea is that the history of change has been to empower smaller units of effort that exploited more and more abstract resources: first, religion became very powerful by adapting to exploit agriculture when productive land became a valuable and untapped resource, then the state became powerful by adapting to exploit industry when mechanical power became a valuable and plentiful resource, then the corporation became powerful by adapting to exploit finance when capital became a valuable and plentiful resource. We are arriving at a 4th economy, where the individual is becoming powerful by adapting to exploit attention when media becomes a valuable and plentiful resource.
21st Century Careers by JISC• Competition for employment in a global knowledge economy• increased levels of self-employment and portfolio working• growth of multi-disciplinary teams focused on specific tasks whose members might be physically located anywhere in the world• life within a networked society• blurring of boundaries between ‘real’ and ‘virtual’, public and private• increasingly ubiquitous use of digital technologies.
Natasha Allden• MSc Digital Marketing with Distinction• Now working as Web Portfolio and Innovation Specialist at EDF Energy• Natasha’s video on building your online profile for employability purposes (15 mins)• Check out Natasha’s blog at www.natashaallden.com or follow @natashaallden
Employers will check you out online• According to a recent study by Cross-Tab Marketing services: – 75% of HR departments worldwide are required to screen job candidates online – 70% of recruiters claim they have rejected potential employees based on information surfaced online – 50% say that a strong online reputation influences their hiring decisions to a “great extent”• Syracuse University (NYC) has purchased a subscription to Brand-Yourself.com’s online reputation management platform for all 4,100 of its graduating students.
Recruitment 3.0• The best candidates might not be actively looking (possibly 90%) so seek them out online• Recruiters should actively create candidates not wait for job seekers to find them• Employer brand: they should promote their company as a “great place to work”• Foster a culture of transparency and interaction, without trying to ‘control the message’• Embrace social media to encourage conversation and community building
Social media in the workplace: Hootsuite• Public and transparent hiring process through dedicated HR twitter account• Internal communications via twitter break down workplace hierarchies• Employees are encouraged to become “brand ambassadors” through company and personal networks• Appropriate business culture is more critical than the technology – open, non hierarchical• McKinsey report: internal value created by communication, collaboration and knowledge sharing improves productivity by 20/25% (includes podcast, 9 mins)• Internal social networking (Video, 4 mins)
Flipping the Funnel• A well defined online presence allows employers to specify exactly what type of candidates they are looking for• candidates can check out company ‘fit’ through posted video, tweets, blogs, personal interactions on LinkedIn• The CV becomes the final stage in the process rather than the first• Video drops• Check out the Hootsuite example
Dare you Google yourself...? @lisaharris #CIMbrandyou
Advice from the Guardian• Why online CVs are essential in your job search – LinkedIn – Google profile – Twitter CV – Visual CV – Video CV
Using social media to get a job• Connect (LinkedIn, FB, Twitter)• Collaborate (Skype, Dropbox, Google Drive)• Create (Wordpress, Soundcloud, Pinterest, YouTube/V imeo)• Curate (ScoopIt, Delicious, Slideshare)• Lifehacker article• Telegraph article
Build & maintain your LinkedIn profile• Ivan’s presentation highlights the increasingly central role of LinkedIn for job hunters• “How to” guides for building your LinkedIn profile are available here• Key points for getting started: – Send a personal message to people you wish to connect with – Make sure your profile is 100% complete – Collect and give recommendations – Connect your Slideshare and Wordpress accounts into LinkedIn
Be creative • See Ed Hamilton’s CV on Google Maps• Jay Foreman’s video history of London’s tube stations• The video CV (4mins)
The Future of You“Welcome to a new era of work, where yourfuture depends on being a signal in the noisyuniverse of human capital. In order to achievethis, you will need to master three things: self-branding, entrepreneurship, andhyperconnectivity.”By Tomas Chamorro-Premuzic, in the HBR blog
What does this mean?• Self-branding is about being a signal in the noise of human capital.• Entrepreneurship is about adding value to society by disrupting it and improving the order of things: it is turning the present into the past by creating a better future.• Hyperconnectivity is about being a signal in the sea of data and making and shaping the waves of social knowledge.
The Future of You: on the surface• Todays war for talent is the war for identifying, developing, and retaining true change-agents.• Change-agents are hard to find, hard to manage, and hard to retain.• Entrepreneurship is about being a change-agent; change- agents are signals, everyone else is noise.• Hyperconnectivity is not about being online 24/7; its about optimizing the online experience for others.• Anybody can upload a video on YouTube or tweet, but only a few can direct us to the videos or tweets we want to see.• in the age of information overload, where everybody creates online content, effectively curating content is what really matters.
The Future of You: beneath the surface• So far the article has attracted 77 comments –Some say it is spot on…? –Others think it is satire…? –What do you think?
My takeaways• Self branding is not about “look at me”, but about “doing great stuff” which others then amplify on your behalf• Authenticity is harder to achieve than buzz, but it is the only differentiator in the longer term• Hyperconnectivity is the only really new factor
A few notes of caution...• Ongoing time and effort is required to develop and maintain online profiles, learn new tools and ascertain when best to integrate them into the mix.• F2F brand building elements should not be forgotten – our research shows that it is not a zero sum game, good online networkers also tend to be effective communicators offline.• As with most things in life, you get out what you put in, and persistence pays off.• It is critical to be authentic. An *enduring* personal brand is not developed by basing it simply on ego, spin or piggybacking off the work of others...• Boundaries between ‘business’ and ‘personal’ are blurring @lisaharris #CIMbrandyou
Exercise• What will YOU do after this session to develop your online profile• Check out this useful article from The Independent to help you with this @lisaharris #CIMbrandyou
Relevant articles/videosSue Becks: Social Media and employability @suebecks (Video 20 mins)“To be or not to be? The importance of digital identity in the networked society” byCristina Costa and RicardoTorres http://eft.educom.pt/index.php/eft/article/view/216/1263 short videos explaining online identity: http://www.internetsociety.org/manage-your-identity?gclid=CKKfsOmzz7UCFczHtAodJ2YAaQhttp://youtu.be/2UlcOX1fZW4 - Building your online identity in 7 stepsRhizome - Digital Identity http://digitaldisruptions.org/rhizome/wp-content/uploads/2010/06/rhiz08_DigitalIdentityMatters.pdfhttp://mashable.com/2012/05/01/brandyourself-google/ - Who is Googling you?Brand Yourself articleReputation bankruptcy by Jonathan Zittrainhttp://futureoftheinternet.org/reputation-bankruptcy
Further Reading• The Shallows (2011) by Nicholas Carr• The Fourth Economy (2012) by Ron Davison• The Joy of Quiet (2011) by Pico Iyer
Appendix: Case study examplesand references/guides
How social media has helped my work• Developing new contacts• Sourcing newly published articles, calls for papers and relevant events to attend• Tracking and commenting on the blogposts of key contributors to the field• Keeping in touch, real time, with project participants and other key contacts – www.digitaleconomy.soton.ac.uk – www.about.me/lisa.harris – www.lisaharrismarketing.com – www.twitter.com/lisaharris – www.slideshare.net/lisaharris – www.delicious.com/lisaharris1 – www.linkedin.com/in/lisajaneharris @lisaharris #CIMbrandyou
“Linchpin” by Seth Godin• Its now more essential than ever to become indispensable - to become a linchpin.• Linchpins are essential building blocks: they invent, lead (regardless of title), connect others, make things happen, and create order out of chaos.• If you have you ever found a shortcut that others missed, seen a new way to resolve a conflict, or made a connection with someone others couldnt reach, then you have what it takes to become indispensable.• Its time to stop complying with the system and draw your own map (from Amazon review)• Seth Godin Interview (9 minutes) @lisaharris #CIMbrandyou
Beyond the CV"If you dont have a résumé, what do you have? How about three extraordinary letters of recommendation from people the employer knows or respects? Or a sophisticated project an employer can see or touch? Or a reputation that precedes you? Or a blog that is so compelling and insightful that they have no choice but to follow up? Some say, `Well, thats fine, but I dont have those. Yeah, thats my point. If you dont have these things, what leads you to believe that you are remarkable, amazing, or just plain spectacular? It sounds to me like if you dont have more than a résumé, youve been brainwashed into compliance. Great jobs, world-class jobs, jobs people kill for - those jobs dont get filled by people e-mailing in résumés." (Linchpin, p73) @lisaharris #CIMbrandyou
Case Study: Charlene Li• Co-author of bestselling book ‘Groundswell’ (Amazon top 10 business book 2008)• Voted most influential woman in technology 2009 by Fast Company magazine• Author of ‘Open Leadership’ (2010)• Formally an analyst at Forrester Research, now runs Altimeter Group• Charlene Interview (6 mins)• Charlene presentation (2 mins)
Marketing Plan for Open Leadership• Contacts with 1000 influential business and tech industry bloggers – encourage them to review pre- publication• 5 city book tour (USA and Canada)• 2 million email contacts• 43000 twitter followers, 45000 Facebook friends, 12000 blog subscribers• Endorsed by ‘names’ such as Seth Godin, Marshall Goldsmith, Rosabeth Moss Kanter, Chris Anderson• Webinar series• Free chapter/model downloads from website
Gary Vaynerchuk• Garys slideshare presentation• Gary Vaynerchuk Video (10 mins)• “Crush it” reached top 200 on Amazon.com• Gary’s advice - choose your medium based on your DNA: – Introverted? Start with writing – Extraverted? Try podcasts – Animated? Utilise video @lisaharris #CIMbrandyou
For a comprehensive set of resources on personal branding: http://www.personalbrandingblog.com @lisaharris #CIMbrandyou
References• Harris, L. and Rae, A. (2010) “Building a personal brand through social networking” Journal of Business Strategy• Prensky, M. 2009. H. sapiens digital: From digital immigrants and digital natives to digital wisdom. 5 (3). http://www.innovateonline.info/index.php?view=article&id =705• Schawbel, D. (2009) Me 2.0: Build a Powerful Brand to Achieve Career Success• Vaynerchuk, G. (2009) Crush It!: Why Now is the Time to Cash in on Your Passion• Godin, S. (2010) Linchpin: Are you indispensable? How to drive your career and make a remarkable future• Brogan, C. and Smith. J. (2009)Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust• Mayfield, A. (2010) Me and my Web Shadow @lisaharris #CIMbrandyou
Useful Guides• A blog. Plenty of good advice here: http://www.slideshare.net/demler1/developing-your-personal- brand-through-blogging• Twitter: – guides can be linked from: http://www.twitip.com/personal-brand- how-to-build-yours-in-twitter – www.teachertrainingvideos.com useful beginner guides (by @russell1955) – http://www.slideshare.net/richardsedley/twitter-for-marketing-an- introduction-4639213 (by @richardsedley)• LinkedIn http://www.thewebpitch.com/social-networking/are-you- linking-in/• Jay Foreman’s video history of London’s tube stations http://tinyurl.com/36rkt7k @lisaharris #CIMbrandyou