Social Media & Employment                Marco Campana                Maytree                @maytree_canada
Agenda    About You: Core Values    The job search is the job search    Why social media?    Its not about the tech! ...
Operating Vision                                        » Immigrant Services – clear entry                                ...
12 Core Values of Settlement Work1) Services are accessible to all who need them.2) Services are offered in an inclusive m...
12 Core Values of Settlement Work7) Services are delivered in a manner that is culturally sensitive.8) Services promote th...
Client Bill of Rights1) Anonymous and/or confidential access to information.2) Be empowered to the extent possible.3) Assi...
The Job Search is the Job            SearchNot much has changed.CERIC Research (2011):We rely more on personal connections...
Research on Marketing EmploymentInformation to Immigrants: Key Questions •   Where do immigrants get employment informatio...
Major Trends•   Family and friends have continued to be a major source of    employment and settlement information for imm...
Five uses of the internet for "job-hunters" or              "career-changers"  Gathering information and doing research  M...
ConsiderationsToo Much Information, Not Too LittleOne of Many Job Search ToolsLimitationsStaying FocusedGetting Familiar Y...
Why Social Media? It’s happening       now. With or without      you. The people youwant to reach are already using it.
Internet use among         newcomers“Among people born in Canada, 75% used the Internet, compared with 66% of those       ...
97,058 members              67,509 members                          25,197 membersand many more, including in other langua...
Its Not About the Tech   • Online service is still client service. The language may be         different online, but the p...
Key Principles• No loss of human service interaction with clients• Minimal increase in workload for staff; instead, a  cha...
Whats Your StrategyWeb 2.0 plan – People, Objectives, Strategy then Technology                     Defining Success       ...
Strategy QuestionsWhat do you want to do? Work with current clients? Get new clients? Serve everyone?How can we complement...
What Does Success Look         Like?Q: What are our “SMART Goals” forour communications efforts?In other words, what are t...
Developing Your Audience           ProfileDemographics: age; gender, ethno-culturalbackground, location, income, etc.Aware...
Engaging Online: 6 Step Program        1. Listen        2. Target your audience        3. Develop an active idea        4....
Of course its about the tech!                  http://www.flickr.com/photos/daveduarte/2817722169/
Social Media6 Pillars    • Ease of Use (tech becoming boring, easier)    • Trusted Networks (thats you!)    • Everyone Can...
Your ServicePlatform    You     Webinar
Some Sector Examples
eLearningOnline Video                       Learning Portals
How much time?
Back to your clients    Why use the internet?•   Networking!•   Access to Current Information•   Growth of the Internet an...
Innovations•   Fitzii•   Social Resume•   Skills International•   Pre-arrival orientation and service provision•   Prepare...
Orgs and Funders• Lack of control and understanding• Banning access – social media as  waste of time• Reportable stats (th...
Small, informed steps                   Reflect:Whats one useful thing you learned today?            What is still unclear...
Magma social media employment
Magma social media employment
Magma social media employment
Magma social media employment
Magma social media employment
Magma social media employment
Magma social media employment
Magma social media employment
Magma social media employment
Magma social media employment
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Magma social media employment

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An overview of how immigrant serving agencies focused on employment, and immigrants themselves, can use tech and social media strategically in the job search and career planning. Emphasis on core settlement sector values, strategy, demographics, some innovations and examples from other organizations.

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  • In this regard we gathered information around: Where immigrants look for employment information? Which immigrant demographics are aware of employment information available? Which immigrant communities go where for employment information? How has employment information been channeled to immigrants? And what are the promising practices?
  • Listening: Knowing what is being said online about your organization and the field you work in. You can listen with google alerts, technorati, twitter, and RSS readers. Key skill is pattern analysis. Link listening and analysis to decisions or actions. About 5 hours a week once you learn how to use the tools and make listening a daily habit. (5 hours per week) Participate: Is joining the conversation with your audience. By making a human connection with people online, you can influence their perception of your brand and help them find meaningful, relevant ways to support your mission. Tools to help you participate are Twitter and Co-Comment. You can also participate vicariously through bloggers by encouraging them to write about your organization. (10 hours per week - also includes listening tasks as they go hand-in-hand) Generate Buzz: Your raising your organizations profile and spreading awareness of your organization's programs or campaigns. What happens is that you share your message with enthusiastic supporters and they in turn may choose to pass it to others with a similar a interest in your organization or campaign. But first, you have to build trust, credibility and -- most importantly -- a relationship with those who might interact with your posted content. Buzz tools include FriendFeed, Twitter, StumbleUpon, and Digg - and of course you add many others to this category that are found in other categories. I'd also include your individual social networking profile which can be a great way to spread buzz (or spread yourself too thin.) (10-15 hours per week - also includes some listening tasks) Share Your Story: You share the impact of your organization's programs through blogging, podcasting, sharing photos on Flickr, or YouTube or other video sharing site. Once you have content created through these methods, it can be easily shared using the buzz tools above through social networks. But even better is getting your constituents to share their stories about your organization with others (which takes more time because it is more in the community building area) (15-20 per week depending on the type of content, number of different ways you're creating it, and skill) Community Building and Social Networking: You build relationships online, nurture a community, engage people and inspire them to take an action, or raise money using social networks and apps. If you want to build an online community for knowledge or skill sharing, using social network tools like Ning or LinkedIN will help you get there. If you're looking to engage and inspire new supporters, setting up an organizational presence on one of the larger social networks like Facebook or MySpace is the best step. Finally, consider how you can mix in fundraising. Note, this step goes beyond just setting up your individual profile or creating a fan page or profile -- to get results in this category - it requires heavy lifting. I wouldn't advise an organization to start here ... (20 plus hours a week) http://www.flickr.com/photos/cambodia4kidsorg/2906235414/ http://farm4.static.flickr.com/3027/2905389559_d3ec3e6530.jpg
  • Magma social media employment

    1. 1. Social Media & Employment Marco Campana Maytree @maytree_canada
    2. 2. Agenda About You: Core Values The job search is the job search Why social media? Its not about the tech! Whats your strategy? Of course its about the tech! Small, informed steps
    3. 3. Operating Vision » Immigrant Services – clear entry points/access to services/multi- channel » Multi-service locations/province-wide coverage/services mobile and dynamic » Common Contract – Outcome Based Performance » Flexible funding model to support innovative and dynamic Client Perspective – programming Continuum of services; no » Capacity building eligibility gaps; alignment with » Report results and trends / needs core programs (e.g. health, education, housing, employment) Service Provider Perspective – Strategic partnerships with other service providers/responsive to emerging needs» Deliver immigrant services Local needs addressed through local planning and community-wide based on defined client needs & coordination (LIPs, RNEN, Local Labour outcomes Market Planning tables)» Refer to other support services as required » Manage provider relationship Gov Perspective – » Monitor performance Government priorities; oversight and » Develop streamlined processes policy development to support integrated service delivery 3
    4. 4. 12 Core Values of Settlement Work1) Services are accessible to all who need them.2) Services are offered in an inclusive manner, respectful of andsensitive to diversity.3) Clients are empowered by services.4) Services respond to needs as defined by users.5) Services take account of the complex, multifaceted,interrelated dimensions of settlement and integration.6) Services are delivered in a manner that fully respects the rightsand dignity of the individual. Canadian Council for Refugees
    5. 5. 12 Core Values of Settlement Work7) Services are delivered in a manner that is culturally sensitive.8) Services promote the development of newcomer communities andnewcomer participation in the wider community and developcommunities that are welcoming of newcomers.9) Services are delivered in a spirit of collaboration.10) Service delivery is made accountable to the communities served.11) Services are oriented towards promoting positive change in thelives of newcomers and in the capacity of society to offer equality ofopportunity for all.12) Services are based on reliable, up-to-date information.
    6. 6. Client Bill of Rights1) Anonymous and/or confidential access to information.2) Be empowered to the extent possible.3) Assistance based on the inquirers personal value system.4) Treatment based on respect and sensitivity to cultural,generational and age/disability related differences.5) Self-determination and the opportunity to access the mostappropriate service available in the human services system.6) Accurate and comprehensive information about services.7) An appropriate level of support in obtaining services.8) A grievance procedure if they feel they have not receivedsatisfactory service. Alliance of Information & Referral Systems
    7. 7. The Job Search is the Job SearchNot much has changed.CERIC Research (2011):We rely more on personal connections than on-line networks for job leads.The use of social media for job search purposes is not widespread among Canadians.
    8. 8. Research on Marketing EmploymentInformation to Immigrants: Key Questions • Where do immigrants get employment information? • What demographic characteristics of immigrants determine their level of awareness of employment information or settlement information in general? • What are the media habits of immigrants? • What media channels have been used to market employment information to immigrants and how effective have they been? • How could employment information be better channeled to immigrants?
    9. 9. Major Trends• Family and friends have continued to be a major source of employment and settlement information for immigrants• Peer and Informal networks are important• Immigrant employment outcomes depend on source of employment information• Internet is evolving as a key source• In-language media is a priority channel• Lack of translated materials• Immigrants trust ethno-cultural media• Little employment information is being channeled thru traditional media, even less thru ethnic media• Traditional advertising is still very effective• Employed immigrants are looking for employment information• Women immigrants are under informed, fare worse than men• Cultural demographics matter regarding media/tech access
    10. 10. Five uses of the internet for "job-hunters" or "career-changers" Gathering information and doing research Making contacts with people who can help find information or help provide leads to getting an interview Getting some limited, self-help style job-hunting help or career counseling Searching for job vacancies, listed by employers Posting a resume
    11. 11. ConsiderationsToo Much Information, Not Too LittleOne of Many Job Search ToolsLimitationsStaying FocusedGetting Familiar Yourself What do you need to know in order to best serve your clients as they make use of Internet technology in their job search?
    12. 12. Why Social Media? It’s happening now. With or without you. The people youwant to reach are already using it.
    13. 13. Internet use among newcomers“Among people born in Canada, 75% used the Internet, compared with 66% of those born elsewhere. However, the rate was 78% amongimmigrants who arrived in Canada during the last 10 years. Most of these recent immigrants live in urban areas.” Statistics Canada, 2007
    14. 14. 97,058 members 67,509 members 25,197 membersand many more, including in other languages...
    15. 15. Its Not About the Tech • Online service is still client service. The language may be different online, but the principles are the same. • Connect and integrate your online work with your offline work.• Isolate technology from conversation. Don’t let the technology become the conversation. • Your online service experiences will evolve, be prepared to evolve with them. • Don’t just innovate, participate. Go to where your audience already is, join them, engage them, use the technology that’s already working for them.
    16. 16. Key Principles• No loss of human service interaction with clients• Minimal increase in workload for staff; instead, a change in how we do our work with some of our clients• Online services must complement existing services• Online work must contribute to meeting client service targets• This is not for all clients• Privacy and confidentiality are essential• Maintaining a high level of client-centric service focus
    17. 17. Whats Your StrategyWeb 2.0 plan – People, Objectives, Strategy then Technology Defining Success Audience and Influencers Situational Analysis
    18. 18. Strategy QuestionsWhat do you want to do? Work with current clients? Get new clients? Serve everyone?How can we complement existing service delivery to offer clients another way to get help?How are on-line, interactive access to and connection with counsellors, information, mentors and advisors, peers, and other learning resources part of a service solution?
    19. 19. What Does Success Look Like?Q: What are our “SMART Goals” forour communications efforts?In other words, what are the concrete,measurable ways success in ourcommunications, outreach, marketingor advocacy efforts will be realized?
    20. 20. Developing Your Audience ProfileDemographics: age; gender, ethno-culturalbackground, location, income, etc.Awareness/attitudes toward us/our issue, if anyValues: What are THEIR values/motivators? Whatgets them off the couch?Call to Action: What do we want them to do,exactly?Benefits: What’s in it for them? What do we offerthem?Influencers/opinion leaders/messengers?Pathways: main sources of information?Eg. face-to-face, TV news, social media pathways
    21. 21. Engaging Online: 6 Step Program 1. Listen 2. Target your audience 3. Develop an active idea 4. Produce engaging content 5. Distribute your content 6. Get socialYou already have what you need! www.fenton.com/WATTA_GUIDE_FENTON.pdf
    22. 22. Of course its about the tech! http://www.flickr.com/photos/daveduarte/2817722169/
    23. 23. Social Media6 Pillars • Ease of Use (tech becoming boring, easier) • Trusted Networks (thats you!) • Everyone Can Publish (if you can send an email, you can use social media) • Actively Passive (set it and forget it – well, almost) • Media Rich (use pictures, video to inform, educate, serve) •Data Rich (easy to measure, drill down into various stats)
    24. 24. Your ServicePlatform You Webinar
    25. 25. Some Sector Examples
    26. 26. eLearningOnline Video Learning Portals
    27. 27. How much time?
    28. 28. Back to your clients Why use the internet?• Networking!• Access to Current Information• Growth of the Internet and Social Media• Availability of the Internet• Free Access to Information and Resources• Geographic Reach of the Internet• Demonstrate Leading-Edge Skills to an Employer• Find Job Listings More Easily Using Keywords• Company Intelligence• Post Your Resume at No Cost
    29. 29. Innovations• Fitzii• Social Resume• Skills International• Pre-arrival orientation and service provision• Prepare for Canada• CIIP
    30. 30. Orgs and Funders• Lack of control and understanding• Banning access – social media as waste of time• Reportable stats (the all important PR Card number)• Do funders get this?
    31. 31. Small, informed steps Reflect:Whats one useful thing you learned today? What is still unclear?What is one thing you will put into practice? What is one question you still have?

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