1. SOCIAL MEDIA AND YOUR BRAND
How to use social media in your job search
Presented to TRCA’s M2P Program on August 28th, 2012
By Heather Briggs of Briggs Strategy
2. PART 1: WHY ARE WE HERE TODAY TALKING
ABOUT SOCIAL MEDIA?
4. THE STATS
•62% of adults worldwide now use social media
•65% of the world’s top companies have an active
Twitter profile
•LinkedIn has grew by 45% from January 2011 –
January 2012
•LinkedIn in Canada = 5.1 million users, Linkedin in
US = 58.5 million users
5. PUSH ERA = SHOUTING FOR ATTENTION
(INTERRUPTION MARKETING)
6. PULL ERA = AN INVITATION TO HAVE YOUR
ATTENTION
(PERMISSION MARKETING)
7. PERMISSION MARKETING
• Anticipated – people look forward to hearing from you
• Personal – the messages are directly related to the individual
• Relevant – the content is about something the prospect is
interested in
8. INTERRUPTION MARKETING – JOB SEARCH
Handing out 1000’s of resumes, knocking on doors, cold
calling, using cluttered and saturated job search engines
9. PERMISSION MARKETING – JOB SEARCH
Developing a personal brand, having online profiles,
building professional contacts and networks, creating
content that draws people to you and your skills/interests
10. “Personal branding includes your professional reputation,
online image and personal characteristics such as your work
style, community engagement and worldview. It incorporates
the particular skills, talents and areas of expertise you’ve
cultivated.”
11. WHY BUILD A PERSONAL BRAND?
• It will differentiate yourself from other job seekers
• It can give you a professional voice in your industry
• It can help you become known as an expert in your field
• It can help you be found by recruiters and HR people
• It helps people understand who you are - People hire
people, not just skills
• Stay busy, stay focused, have some fun while you’re at it
12. WHAT TO THINK ABOUT?
• Your work history
• Your education
• Your passions, interests and hobbies
• What problems do you love to solve
• Your personality traits
• What people tell you you’re good at
• Your culture and heritage
13. TAKE 5 MINUTES RIGHT NOW.
1. How would your colleagues describe your strengths?
2. In the past, on what issues were you the go-to person
in your organization?
3. What do you know more about than most people?
16. TALK
• It is what you say, give and put out into the world
• Ask questions, offer advice, share information and
expertise
• Talk about what matters to you most – causes,
hobbies, interests (in and out of work)
• Be generous – what do you have to give
• Videos, blog posts, updates, resources and links
17. LISTEN
• Don’t forget a conversation isn’t just one sided
• Find and follow companies, recruiters, job search
resources
• Listen to future potential employers – what do they
say, what is relevant to them, do they post jobs via
Social media
• Use tools - @ replies, alerts, searches, newsfeeds,
tags, groups,
18. ENERGIZE
• Join the conversations happening in groups or on
Twitter
• Join the groups in LinkedIn and participate
• Network with like-minded people on and offline
• Get recommendations on LinkedIn
• Start your own groups if you feel there is a need
20. WHY LINKEDIN?
• Network with groups and associations
• Get recommendations
• Build your resume and keywords
• Research companies you want to work for
• perform daily job search
• Get found by recruiters
29. WHY TWITTER?
• Network with like-minded people
• Share expertise
• Stay on top of current topics and trends
• Follow companies you are interested in
• Develop your professional voice and reputation
• Tap into advice and resources on a variety of topics
41. Who to follow on Twitter:
@M2PTRCA
@HelloToUniverse
@WorkCabin
@EarthRangers
@environmentont
@greenjobsforum
@Ont_ECO
@GEOntario
@NatureCanada
@OntarioNature
@WaterfrontTO
@CdnEnergyEffic
Editor's Notes
Interruption Marketing is:Watchintv with fam – Commercial interruptionDriving in country – Billboard interruptionEating dinner – Telemarketer interruption
People have limited time, money and attention span, so as clutter increases the only way to fight for people attention is to spend more money, spending more money equals more clutter… On a personal level I think all the clutter is what is moving us toward a bigger value shift as a whole. Its why I created this company. We crave brand experiences that makes us feel calmer, more at ease, like we have more time, like we are getting the best value for our money, and the list goes on People will pay a premium to protect one of our most valuable assets time, so when we interrupt we take peoples time – that’s leaves a lasting emotional connection
An example to show asking a prospect with no relationship and building a relationship “dating”
You want to close the gap:the closer what you want you brand perception to be and what it actually is the greater chance you have to connect with a person on the other side of your brand
Talk tell a story, send a message, share your insight, give away information, tagging Listen find our audience, listen to what the talk about, curate content for your own development, hashtagsEngage invite them into your world, give them incentives, look for ways to interact outside social media, integrate with other marketing, drive them back to your hub
You want to close the gap:the closer what you want you brand perception to be and what it actually is the greater chance you have to connect with a person on the other side of your brand
Who is in charge of strategy? In-house or hire outside help?What marketing goals is social media supporting?Do I know my customers profile and where they spend time online?What are others in my industry doing?For each application what information should I share and how often?Who’s managing the content creation? More than 1?How much time can you give to it?Can we automate content thinking?
