CareerCareerMarketing 3.0Marketing 3.0Changing the Way Career Services RepresentativesMarket Students in the Information A...
Goal of PresentationGoal of PresentationTrue learning doesn’t come fromdisseminators of information but rathercultivators ...
What is Marketing?What is Marketing?The act or process of selling orpurchasing in a market- Merriam Webster Dictionary
ContextContextMarket = Labor MarketSeller = Career SeekerBuyer = Employer
Why the Need forWhy the Need forCareer Marketing?Career Marketing?
Career MarketingCareer MarketingIs a response to the need fordifferentiation as job competition hasincreased with the evol...
Economic EvolutionEconomic Evolution
The Information EconomyThe Information EconomyRequires a new response to careermarketing
Our introduction to employers hasOur introduction to employers hastransformed from personal…transformed from personal…
To digital…To digital…
ChallengeChallenge• Career Advisorsmust be digitalmarketers• Career Advisorsmust be able toteach students todevelop digita...
Tradition has been…Tradition has been…The Résumé EtymologyMiddle French resumer "to sum up," fromLatin resumere 
The Résumé Is insufficient in a 21stCenturyEconomy
Why?1. Most competitive economy requires moredifferentiation to stand out2. Increased use of the internet necessitatesincr...
How Have EmployersResponded to the EvolvingEconomy?
EmployersEmployersHave been increasingly selective inresponse to the need for higher-skilledworkers and the rising costs o...
Employer Filters Keep GrowingEmployer Filters Keep Growing• Reference checks• Various Interview styles• Skills assessments...
Employer Recruiting HasEmployer Recruiting HasEvolvedEvolved• 92% use or plan to use social media• 93% use LinkedIn for re...
Employer RecruitingEmployer RecruitingFacebook Graph SearchFacebook Graph Search
Employer RecruitingEmployer RecruitingBoolean SearchBoolean Search
Employer RecruitingEmployer RecruitingX-Ray SearchX-Ray Search
Traditional Career MarketingTraditional Career MarketingCollateral Looks like this…Collateral Looks like this…
Traditional Career SeekerTraditional Career SeekerMetrics Looks like this…Metrics Looks like this…• Time spent researching...
So What’sAvailable toCareerSeekersNow?
Career Marketing 3.0 Looks like this…Career Marketing 3.0 Looks like this…HubUnified WebPresenceNicheworksMicro/mobileResu...
Unified Web PresenceUnified Web PresenceExample: www.about.me/robertstarksjrExample: www.about.me/robertstarksjr
Unified Web PresenceUnified Web PresenceExample: http://social.careercloud.com/sr/RobertstarksjrExample: http://social.car...
NicheworksNicheworksNichworks: Examples•Medicalmingle.com – Medical careers•Behance.com – Creative fields•Stackoverflow.co...
Micro ResumeMicro Resume
Mobile ResumeMobile Resume
Infographic ResumesInfographic Resumes
Presentation PlatformsPresentation PlatformsExamples:•Slideshare.net•Slidedeck.com•Prezi.com134K Views andcounting!
So what are the new AnalyticsAvailable to Career Seekers?
Career Seeker AnalyticsCareer Seeker AnalyticsGoogle AnalyticsGoogle Analytics
Career Seeker AnalyticsCareer Seeker AnalyticsLinkedIn StatisticsLinkedIn Statistics
Career Seeker AnalyticsCareer Seeker AnalyticsLinkedIn StatisticsLinkedIn Statistics
Career Seeker AnalyticsCareer Seeker AnalyticsSlideshare StatisticsSlideshare Statistics
Career Seeker AnalyticsCareer Seeker AnalyticsBitly.com CTRBitly.com CTR
Career Seeker AnalyticsCareer Seeker AnalyticsBitly.comBitly.com
CollectivelyThe digital content career seekersdevelop contributes to their personalbrand and establishes an identity forth...
Social ScoringSocial Scoring
Social ScoringSocial Scoring
Social ScoringSocial Scoring
Social ScoringSocial Scoring
Questions to PonderQuestions to Ponder• Will big data reveal more accurate predictors ofproductive employees?• With the wo...
TakeawaysTakeaways• Career marketing is an economic response, not simpleprotocol• Traditional career marketing is insuffic...
If you’re standing at the stationIf you’re standing at the stationwatching the train go by, it meanswatching the train go ...
Want to learn More?Want to learn More?Connect with MeConnect with Me•www.CareerCollegeLounge.com•LinkedIn: www.linkedin.co...
Let’s Discuss!Let’s Discuss!
Career marketing-3.0-changing-the-way-career-services-representatives-market-students-in-the-information-age-robert-starks...
Career marketing-3.0-changing-the-way-career-services-representatives-market-students-in-the-information-age-robert-starks...
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Career marketing has traditionally been the use of the resume, cover letter, and various other forms of outdated documents. The information (or knowledge) economy requires a new response to career marketing and career professionals must adapt to become digital marketers to best serve job seekers. This presentation examines the evolution of the economy and career marketing as a response to the need for greater differentiation in an increasingly competitive job market. It shows people the difference between traditional career marketing and career marketing 3.0 and challenges career professionals to think in a different paradigm about our concepts of career, job search and career marketing.

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Career marketing-3.0-changing-the-way-career-services-representatives-market-students-in-the-information-age-robert-starks-jr-max knowledge

  1. 1. CareerCareerMarketing 3.0Marketing 3.0Changing the Way Career Services RepresentativesMarket Students in the Information AgeRobert Starks Jr.Vice President of Learning InitiativesMaxKnowledgewww.MaxKnowledge.comMay, 2013
  2. 2. Goal of PresentationGoal of PresentationTrue learning doesn’t come fromdisseminators of information but rathercultivators of curiosity.My Goal: Spark your curiosity to learn more.
  3. 3. What is Marketing?What is Marketing?The act or process of selling orpurchasing in a market- Merriam Webster Dictionary
  4. 4. ContextContextMarket = Labor MarketSeller = Career SeekerBuyer = Employer
  5. 5. Why the Need forWhy the Need forCareer Marketing?Career Marketing?
  6. 6. Career MarketingCareer MarketingIs a response to the need fordifferentiation as job competition hasincreased with the evolving economy.
  7. 7. Economic EvolutionEconomic Evolution
  8. 8. The Information EconomyThe Information EconomyRequires a new response to careermarketing
  9. 9. Our introduction to employers hasOur introduction to employers hastransformed from personal…transformed from personal…
  10. 10. To digital…To digital…
  11. 11. ChallengeChallenge• Career Advisorsmust be digitalmarketers• Career Advisorsmust be able toteach students todevelop digitalcareer marketingstrategies
  12. 12. Tradition has been…Tradition has been…The Résumé EtymologyMiddle French resumer "to sum up," fromLatin resumere 
  13. 13. The Résumé Is insufficient in a 21stCenturyEconomy
  14. 14. Why?1. Most competitive economy requires moredifferentiation to stand out2. Increased use of the internet necessitatesincreased use of internet marketing strategies3. What we have done is not the best indicator ofwhat we can do.4. Current career patterns show that we changecareers often.
  15. 15. How Have EmployersResponded to the EvolvingEconomy?
  16. 16. EmployersEmployersHave been increasingly selective inresponse to the need for higher-skilledworkers and the rising costs ofrecruiting, hiring, and orienting
  17. 17. Employer Filters Keep GrowingEmployer Filters Keep Growing• Reference checks• Various Interview styles• Skills assessments• Personality tests• Background checks• Drug screens• Credit checks• Higher credential requirements• More demanding job descriptions• Applicant Tracking Systems• Social media background checks
  18. 18. Employer Recruiting HasEmployer Recruiting HasEvolvedEvolved• 92% use or plan to use social media• 93% use LinkedIn for recruiting• 66% use Facebook for recruiting• 54% use Twitter for recruiting• 65% compensate employees for referrals• 62% recruit passive candidatesSource: Jobvite Social Recruiting Survey 2012
  19. 19. Employer RecruitingEmployer RecruitingFacebook Graph SearchFacebook Graph Search
  20. 20. Employer RecruitingEmployer RecruitingBoolean SearchBoolean Search
  21. 21. Employer RecruitingEmployer RecruitingX-Ray SearchX-Ray Search
  22. 22. Traditional Career MarketingTraditional Career MarketingCollateral Looks like this…Collateral Looks like this…
  23. 23. Traditional Career SeekerTraditional Career SeekerMetrics Looks like this…Metrics Looks like this…• Time spent researching job ads / resumessubmitted• Resumes submitted / interviews gained• Interviews gained / 2ndInvites or offers• Job fair(s) attended / resumes submitted• Job fair(s) attended / interviews gained• Networking event(s) attended / connections made• Networking event(s) attended / meetings gained• Calls to network / (hidden) job leads gained• Cold calls made / (hidden) job orders gained
  24. 24. So What’sAvailable toCareerSeekersNow?
  25. 25. Career Marketing 3.0 Looks like this…Career Marketing 3.0 Looks like this…HubUnified WebPresenceNicheworksMicro/mobileResumeInfoGraphic ResumeTraditionalCollateralSocialNetworksPresentation PlatformsBlogVideo
  26. 26. Unified Web PresenceUnified Web PresenceExample: www.about.me/robertstarksjrExample: www.about.me/robertstarksjr
  27. 27. Unified Web PresenceUnified Web PresenceExample: http://social.careercloud.com/sr/RobertstarksjrExample: http://social.careercloud.com/sr/Robertstarksjr
  28. 28. NicheworksNicheworksNichworks: Examples•Medicalmingle.com – Medical careers•Behance.com – Creative fields•Stackoverflow.com - Programmers•CareerCollegeLounge.com – Career CollegeStaff
  29. 29. Micro ResumeMicro Resume
  30. 30. Mobile ResumeMobile Resume
  31. 31. Infographic ResumesInfographic Resumes
  32. 32. Presentation PlatformsPresentation PlatformsExamples:•Slideshare.net•Slidedeck.com•Prezi.com134K Views andcounting!
  33. 33. So what are the new AnalyticsAvailable to Career Seekers?
  34. 34. Career Seeker AnalyticsCareer Seeker AnalyticsGoogle AnalyticsGoogle Analytics
  35. 35. Career Seeker AnalyticsCareer Seeker AnalyticsLinkedIn StatisticsLinkedIn Statistics
  36. 36. Career Seeker AnalyticsCareer Seeker AnalyticsLinkedIn StatisticsLinkedIn Statistics
  37. 37. Career Seeker AnalyticsCareer Seeker AnalyticsSlideshare StatisticsSlideshare Statistics
  38. 38. Career Seeker AnalyticsCareer Seeker AnalyticsBitly.com CTRBitly.com CTR
  39. 39. Career Seeker AnalyticsCareer Seeker AnalyticsBitly.comBitly.com
  40. 40. CollectivelyThe digital content career seekersdevelop contributes to their personalbrand and establishes an identity fortheir digital persona.How is the data that makes up our digitalpersona being used?
  41. 41. Social ScoringSocial Scoring
  42. 42. Social ScoringSocial Scoring
  43. 43. Social ScoringSocial Scoring
  44. 44. Social ScoringSocial Scoring
  45. 45. Questions to PonderQuestions to Ponder• Will big data reveal more accurate predictors ofproductive employees?• With the world going increasingly digital, willthere be a permanent transition from the resumeto something else? What will “something else”look like?• Will social scores become a norm?• What are the implications for how we delivercareer services?• What does a 21stCentury Career Advisor skill setlook like given how things have/are changing?
  46. 46. TakeawaysTakeaways• Career marketing is an economic response, not simpleprotocol• Traditional career marketing is insufficient in today’seconomy• A 21stCentury Career Advisor is a digital marketer• Career marketing is now dynamic, digital andperpetual• Technology can provide feedback to adjust marketingstrategies• Embracing emerging technology maximizesopportunity• Perpetual learning is a must to maintain knowledge ofour profession and to better serve students
  47. 47. If you’re standing at the stationIf you’re standing at the stationwatching the train go by, it meanswatching the train go by, it meansyou’re not on it.you’re not on it.
  48. 48. Want to learn More?Want to learn More?Connect with MeConnect with Me•www.CareerCollegeLounge.com•LinkedIn: www.linkedin.com/in/robertstarks•Twitter: @robertstarksjr•Email: Roberts@maxknowledge.comOnline Course:Online Course:•CS103 – Assisting Students in Designing EffectiveCareer Marketing Collateral•www.maxknowledge.com/course/CS103
  49. 49. Let’s Discuss!Let’s Discuss!

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