The document outlines a social media strategy for a university career center. It aims to increase brand awareness, showcase the career center's services, and create and publish engaging original content. The target audience is employers. A calendar is proposed to plan content for Twitter and LinkedIn across various topics. Examples of weekly content for each platform are provided. The goal is to engage employers and connect them with students for jobs and internships.

2. Career Center
Social Media
By: Christian Villanueva and
Christine Huynh

3. Our Goals
● Increase Brand Awareness and Social Media Engagement - brand awareness can increase the number of followers,
therefore more people are able to see our content and engage with us
● Showcase what the Career Center can offer - our followers need to know who are we and what can we do for
employers?
● Create and publish our own material - we want to produce organic material that can drive engagement (get our
followers to like or comment or repost). This will not only get our center more known but will also show that we
current and are active on our social media sites
● Share useful resources from third party sites - not only do we want to inform our followers but we also want to
educate them

4. Who is our target audience: Employers
The narrative behind all:
In the heart of Silicon Valley, SJSU students are promised an education with hands on experience so they are ready for the real
world careers. Our students are empowering the community with their practical intelligence. Connect with us for the chance of
working with some of the top students in the area.
Parameters

5. Content Categories
● Student Life
○ Who are our students and why should they be hired? In general, school wide events that show how
students interact and use their skills
● Informational
○ What do we offer to employers at the career center? Feature our services, Drop In interviews, OCI, job fairs.
Employer orientations
● Inspiration
○ This could include quotes, memes (professional, but some humor), current events, articles
● FAQ
○ What are employers looking for? Improvements and suggestions by employers

6. First things, first:
- Disconnect Facebook from Twitter
- Start to follow influencers - local employers in the bay area, and other career centers
- Start engaging with them, RT/ Repost or like their content
- Decide time when to post (twitter and linkedin)
- For Twitter 9AM and at 12pm
- Linkedin 10AM
- Develop consistent hashtag for both sites
- Research and gather inspiration from other colleges and schools
- Ideas that sets us from other colleges

7. Current LinkedIn
Current Frequency of posts: once every 2 weeks
Engagement: 50 likes with 2 comments
Content: Text heavy but get’s the point across
Heavy use of links
Posts need images - something that can get viewer’s attention and draw
in more engagement. Since the account is for general university use, we
need something that distinguishes the Career Center posts from other
posts. We should also use different colors to capture attention.

8. Proposed LinkedIn
Frequency: 2-3 times a week
(anything more will be excessive)
Content: Include graphic/image
with catchy but simple copy -
Professional tone
Time to post: 10AM - 11AM (users
are more active during these times)
Copy: “Our master level engineering students are
looking for career opportunities. Your chance to
work with them starts by calling 408-924-6028 or
emailing daniel.newell@sjsu.edu”
Copy:
“Silicon Valley’s top students are high in
demand.
For more information on how to register
for our Job Fairs visit:
sjsu.edu/careercenter”

9. Current Twitter
Current Frequency: Sometimes twice in one day, but only a few times
a week
Current Content: Text heavy, Facebook links
Current Appearance: Banner and Avatar are outdated
Remove faceboook content and links - lazy and boring and looks like
spam
Excessive links on our timeline makes us seem robotic, look messy and
unprofessional like a spam account. It’s also important to update our
banner and avatar at least once every semesters, by doing this, it will
show that we are consistent with our activity.

10. Proposed Twitter
Graphic: “The only way to do great work is to love
what you do. If you haven’t found it yet, keep
looking. Don’t settle.” - Steve Jobs
Twitter copy: “Love what you do?
Spread the love to our students.”
Frequency: One original
post daily
Active throughout the
day with liking and
retweeting
Content: Professional
tone, but can still be fun
(can use humor)
Time to post:
9AM- 10 AM
Twitter copy: We're thankful for all
of the opportunities life gives us,
Happy Thanksgiving!
* Community manager needed to respond to possible questions to Career Center

11. Social Media Calendar
(Example)
Content should be planned out as far
as 2 weeks in advance
Content categories are assigned to
days in the week with the scheduled
times
Data kept on an Excel sheet
Mon Tues Wed Thurs Fri
Twitter
W1
LinkedIn
W1
Twitter
W2
Linkedin
W2

12. “Bank of Ideas”
A list of ideas should
constantly be growing -
should have as much
content ready to be posted
They won’t be all used but
will be helpful when we need
material to post
- Holiday posts EX: Halloween, thanksgiving, xmas themed graphics
- Inspirational Quotes
- ES Team: feature our team - they can say a few words about our
students or about working with the career center
- Pictures of OCI - show who’s been here
- Pictures of events like job fairs, info sessions
- Reminders of registration dates
- Employer spotlight: sponsors - generate more sponsors
- Find articles that are helpful for employers or career related
- SJSU Alumni success stories
- Twitter videos
- Promoting the upcoming events on the calendar to give employers
notice
- Statistics of what majors students are in
- Fun Facts

13. Proposed Content

14. Twitter
(Week 1)
Monday: “New week, new you
#SpartanUp”
Tuesday: “Did you know: SJSU is
ranked 6th in @USworldnews 's
Top Public Schools: Regional
Universities West?”
Thursday: “Time is running out,
register for the next semester's job
fairs sjsu.edu/careercenter”
Friday: “Love what you do? Spread
the love to our students.”
Wednesday: “FAQ: Where can I go
as an employer to post about job
and internship listings? Spartajobs!”

15. LinkedIn
(Week 1)
Monday: No content
Wednesday: No content
Friday: No content
Tuesday: “Our master's level
engineering students are looking for
career opportunities. Your chance to
work with them starts by calling 408-924-
6028 or emailing
daniel.newell@sjsu.edu”
Thursday: “Silicon Valley’s top
students are high in demand.
For more information on how to
register for our Job Fairs visit:
sjsu.edu/careercenter”

16. Twitter
(Week 2)
Monday: “SWISH, keep up with
@SpartanAthletics for this
season's men and women's
collegiate basketball #sjsunation”
Tuesday: “Info Sessions: noun;
(in-fo sesh-un); a great way
promote your opportunities and
to network with our students”
Wednesday: “FAQ: Does it cost
to post on SpartaJobs? No, it's a
free service! ”
Friday: A useful tool for your recruitment:
LinkedIn (Add link to article)
https://www.thebalance.com/use-linkedin-
for-recruiting-employees-1918950
Thursday: “Did you know, @SJSU
is the number one workforce
supplier for the Silicon Valley?
According to @businessinsider
#hardworkpaysoff”

17. LinkedIn
(Week 2)
Monday: No content
Wednesday: No content
Friday: No content
Tuesday: As the semester winds
down to a close, our students are
on the search for new opportunities.
Will you be the opportunity
knocking on their doors?
sjsu.edu/careercenter
Thursday: It's not difficult to
understand a Millennial, they are
humans just like the rest of us,
hardworking and driven. Learn how to
hire one today! (bitly link)
http://www.forbes.com/sites/hbsworkin
gknowledge/2016/04/08/how-to-hire-a-
millennial/#1527198073da

18. Twitter
(Week 3)
Monday: “We're thankful for all of
the opportunities life gives us,
Happy Thanksgiving!”
Tuesday: “Drop In interviews works
like speed dating, a fun and simple
way to connect with someone in a
short amount of time #SJSUCareer”
Friday: “Got your eyes on the prize?
Top 5 tips on how to hire talent right
out of college! (bitly link)
http://www.jobvite.com/blog/5-tips-for-
college-recruiting/”
Thursday: “Black friday shoppers
can be...frightening, hire more team
members to help fend off shoppers!”
Wednesday: “FAQ: How long does
it take for job listings to post on
Spartajobs? Listings take about 3
bus days.”

19. LinkedIn
(Week 3)
Tuesday: No content
Thursday: No content
Friday: No content
Monday: “Happy Thanksgiving
from our Spartans!”
Wednesday: “Connect with us for a
consultation on how to maximize your
recruiting. We don't bite!
sjsu.edu/careercenter

20. Conclusion
By interacting our target audiences through social media, we hope to fulfill
our goals and objectives. We want to be able to engage with current as well as
attract prospective employers. By gaining these partnerships with employers,
we’ll be providing our students a chance for a successful future.