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Career Centers and Social Media


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Slides from a lecture on social media applied to University career centers. Subjects: Why Social Media? | Strategy elements | What can we do with social media? | Potential problems | Focus: Facebook and LinkedIn

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Career Centers and Social Media

  1. 1. Career Centers and Social Media Lorenzo Amadei – November 8th, 2012
  2. 2. Why Social Media?Strategy elementsWhat can we do with social media?Potential problemsFocus: Facebook and LinkedIn
  3. 3. Why Social media? They have definitely revolutionized Web as we knew it before More and more people use them and are already there They are accessible anywhere/anytime (via phone, computer, tablet, etc.) They are “always on”, regardless of office working hours They can also easily connect you to other offices, campuses, and professionals in the field of Career Services
  4. 4. Why Social media? Low cost (in funds, resources, staff) and, in the majority of cases, free Easy to manage and update (almost no technology knowledge required)
  5. 5. Strategy elements1. What social media will we be using? • How to choose them? • How are we going to use them? • Cross-posting?1. An initial survey of students and alumni may be useful • What social media are they already using?3. Who will take care of social media in the office?
  6. 6. Strategy elements4. Create “embassies” in chosen social media with a consistent office brand Facebook, LinkedIn, Twitter, Youtube, Google+, blog?, … Using the same brand (logo, phrase, etc.) across all sites provides visual recognition Put hyperlink buttons to social media on your website Different social media offer a broad range of purposes • Facebook – Social context and largest online community • LinkedIn – Professional purpose, networking opportunities • Twitter – On the spot information and article sharing through micro-blogging • Youtube – Video production and distribution, job post advertising • Google+ – Latest on the scene, gaining popularity
  7. 7. Strategy elements5. Connect these networks to become self-sustaining Provide hyperlinks between the different social media pages Use cross-posting tools Consider using a platform like Hootsuite, in order to: • manage all platform “at once” • schedule posting even when the office is closed • get statistical analysis (also from link shortening tools i.e.
  8. 8. Strategy elements6. Build up a following of students, alumni, staff, faculty, professional organizations and employers Sending out emails to all students/alumni to inform about office’s Social media initiative Providing opportunities to draw in followers (raffle opportunities only available to members on particular sites, trivia questions, teasers, etc.) Following other departments/professionals/institutions… and in turn requesting that they follow the Career Center Using catchy hashtag trends on Twitter such as #FollowFriday to share other professionals’ tweets, and create a connection with them Creating own trends (i.e. #yourcareer) with tips about careers
  9. 9. Strategy elements7. Train staff and students Provide staff trainings to give a realm of understanding to everyone Maintain a person within the office, responsible for all social media, so that office colleagues know who to reach out to if they have a question Produce introductory articles (Facebook, LinkedIn, Twitter, Blog) and/or video clips (YouTube) and make links to them available on current Career Center or University homepage Provide workshops for individuals who have questions or want training in the usage of social media
  10. 10. Strategy elements8. Monitor usage and collect data Using statistics collected on social media, monitor how well the new channels have been received, what elements have been most effective and what should be improved instead Through the communities collect information on graduates’ employment, careers, experiences...
  11. 11. What can we do with social media? inform connect teach help
  12. 12. What can we do with social media? Increase awareness of job and internship opportunities By posting on social media, we can raise awareness of job and internship postings present in office database, and also share links to opportunities posted online by others (other centers, companies, institutions…) Improve information service to students and alumni Because social media do not shut down after business hours, students can gain access and maintain contact with the information posted 24/7
  13. 13. What can we do with social media? Increase networking opportunities Communities that the office can create can provide students, alumni, and wider community members a chance to network with other individuals they may not meet otherwise Improve awareness of the importance of social media in today life and in alumni/students’ careers Students and alumni should learn how to use social media responsibly and effectively for self-promotion, job seeking and career developing Help them create an online presence (blog, twitter, youtube, slideshare...)
  14. 14. What can we do with social media? Increase collaboration across departments Increase access, reputation and marketing The office can spread its marketing and outreach with a minimal effort, and tap into a wide variety of different social media elements
  15. 15. Potential problems Website integration is not always possible nor easy Training less technologically savvy staff, students, and alumni can be difficult, time-expensive, ineffective… Social media settings may change University breaks and summers Social media pages/accounts can not be “abandoned” for long breaks. A solution (scheduling posts?) must be found…
  16. 16. Potential problems Internal resistance Internal staff, professors… may have a negative attitude (I won’t use them, I don’t believe they may help me, they are a waste of time) Internal obstacles Access to social media may be forbidden or limited from inside the University
  17. 17. Focus
  18. 18. Why facebook Students are already there and using its features to interact, share and comment Easily share information, invite people to events and interact
  19. 19. The strategy Sharing information Where do you find content? Where and how often do you post? Interact with students/alumni Public messages and interactions Private messages
  20. 20. The strategy Get started by creating a Facebook account Page or personal profile? • To have a personal account for a career center, you have to “trick the system” and tell Facebook that your career center has a first and last name (i.e. first name: Career | last name: Center) • The page is a more correct option, and allows for multiple administrators/managers • Posting as person or as page?
  21. 21. The strategy: posting On your wall or page You can share info, thoughts, videos, links, photos, events You can also ask questions Share things that should be valuable to students
  22. 22. The strategy: postingContent: Links to resources at your career center website Articles found online Take-aways from conversations you have had with students Headlines from career blogs or job posting sites Tips (how to effectively create a CV, how to apply to a job offer, hot to create a blog, tips about job interviews…)
  23. 23. The strategy: postingFrequency: Average about once a day Between 3-10 posts per week Enough so people know you post new things, but not so much that you clutter people walls and newsfeeds
  24. 24. The strategy: interacting Wall messages (public messages) Facebook messaging system and/or page messages (private messages)
  25. 25. Interacting: how What if someone (i.e. a student) posts something inappropriate on page wall? Reply? Hide? Delete?
  26. 26. Interacting: frequency If someone sends you a message, writes on your wall, comments on your status, you will receive an e-mail or an alert Try respond with immediacy or as soon as you can
  27. 27. The strategy: a timeline At least once a day (morning or afternoon) update your status with a post, a link, a video, a photo... (1-5 minutes) As applicable, interact with students/people through posts, messages, comments, etc. These messages need not be long. (5-10 minutes)
  28. 28. Focus
  29. 29. Why LinkedIn The most important professional social network More and more, recruiters and companies use LinkedIn to look for (and evaluate) potential candidates More and more often, jobs offers are posted there
  30. 30. LinkedIn for Career Centers Create account (not very honest, but…) Build your network Create company/university/office page Follow companies/institutions pages Create or join groups
  31. 31. LinkedIn for Career Centers Build and enhance your own professional brand Enhance the brand and services of your career center Attract more companies and organizations to recruit your students and alumni Find answers to questions and share resources with colleagues Keep in contact with former students/alumni
  32. 32. LinkedIn for Alumni/students Create account Create, complete (and keep updated!) personal profile Build network Use apps (blog, slideshare…) Join groups Follow your Career Center Follow companies Show and prove your skills
  33. 33. LinkedIn for Alumni/students Build a professional online presence Build a professional online reputation Connect with other alumni and “useful” contacts Research companies and industries Explore opportunities with organizations that don’t recruit on campus Learn professional networking etiquette
  34. 34. How LinkedIn Works Your Friends’ Friends’ Friends Your Friends’ Friends Your Friends
  35. 35. Interesting… /students/networking-and-social-media /2009/04/07/social-media-career-success/ 2/how-recruiters-search-using-linkedin-what-we-look- for/
  36. 36. Interesting… webinar-presentation-slides Office-of-Career-Services-Social-Media-Guidelines- Strategy_2011-2012.pdf ntRose-lamb.pptx
  37. 37. Thank you for your attention Lorenzo Amadei | @lamadei |