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Social Media and Career Development
This document discusses using social media for career development. It begins with an overview of how social media has become important for recruitment. Traditionally, job seekers would submit applications without networking. Now, employers use social media to find candidates and expect online profiles. The document recommends using social media to build a personal brand, monitor conversations, identify relevant groups, engage and network, and leverage "attraction-based marketing" rather than just applying to listings. It provides tips on optimizing profiles on blogs, Twitter, LinkedIn and more to differentiate oneself and attract opportunities. Performance should be monitored using various analytics tools.
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Social Media and Career Development
- 1. Social Media forCareer DevelopmentUniversity of Edinburgh Business School Dr. Jim Hamill Alan StevensonVincent Hamillwww.energise2-0.com5th October, 2011
- 2. Social Media andBusiness SchoolsSocial media is having a major impact on:Business School marketing/promotion/student recruitmentProgramme content – increasing demand for social media skillsProgramme delivery – enrich the student learning experienceProgramme assessmentCareer developmentAlumni relationships
- 3. SM Skills aMust for MBAs
- 4. SM Skills aMust for MBAs85% of potential MBA students used social media to research their top choice of school14% disappointed with School’s use of SM at the recruitment stage and 63% wanted moreFor current students, 55% stated that social media course options were either not available or were ‘not up to par’ with employer demands99% stated that social media was ‘mission critical’Leading Schools are beginning to offer social media programmes including Harvard, Stanford, Columbia and Stern
- 5. Today’s AgendaSession 1Overviewof Social MediaThe ‘Key Things to Remember’Social Media in Action: Case Examples‘Social Media Planning Pays’Session 2Social Media and Career Development – practical advice on how to use social media to develop your own careerNeed for new innovative approaches in a crowded graduate recruitment market‘Be Social’!
- 6. What is SocialMedia?
- 9. Web 2.0/Social MediaWeb 2.0 ApplicationsOpen sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitterBusiness ImpactMindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience – Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g. engage and co-createIT/Software/ApplicationsOperations, Internal Processes and HRMCharacteristicsCommunities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal
- 10. How important hasit become?
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- 12. Key Things toRememberabout Social Media
- 13. A conversationnot abroadcast platform
- 14. Advertising – CustomerBreakup
- 15. Key Things toRememberIt’s socialA key feature is online democracy – with content being provided by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internetConversations are already taking place relevant to your company/organisation. Are you listening?Power shiftSocial media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success Declining effectiveness of traditional approaches Does anyone listen any more?
- 16. Do You Listen?Source:The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)
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- 19. What is SocialMedia?NOT a broadcast medium. Its about listening to and engaging with customers, partners, your community, your tribe This is something we are not very good at doing. We prefer telling people how good we are
- 20. Key Things toRememberPull v pushConsumers/users decide what information they wish to accessNew ‘mindsets’ are requiredMarketing as a conversation with your customers/network– dialogue not broadcastingBut this is something that most of us are not very good at doing. We prefer ‘telling’ peopleSM ‘winners’ and ‘losers’‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships
- 21. Key Things toRememberNew performance measuresBusiness success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationshipIn a social media era, business success depends on the Quality of your networkRelationship strengthAbility to leverageSocial media monitoring/performance management tools The need for new business/marketing models
- 22. Performance Measurement Involvement– network/community numbers/quality, time spent, frequency, geography
- 23. Interaction – actionsthey take – read, post, comment, reviews, recommendations
- 24. Intimacy – affectionor aversion to the brand ; community sentiments, opinions expressed etc
- 25. Influence – advocacy,viral forwards, referrals and recommendations, social bookmarking
- 26. Insight – customerinsight
- 27. Impact– business impactSocialMedia Monitoring Tools –Audit, Assess, Impact
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- 29. Key Things toRememberThe need for new business/marketing modelsTraditional approach:Product development – Differentiate – Market and Promote - SellNew model based on: Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globallyEngage and energise‘Create the Buzz’
- 30. Potential Business Benefitsof Social Media
- 31. Business BenefitsMarket KnowledgeCustomerInsight and UnderstandingCustomer InteractionEnhanced Customer ExperienceBusiness IntelligenceReputation Management
- 32. Business BenefitsImproved Salesand Marketing Identify and network with high value, high growth prospectsProduct Development and R&D e.g. engage and co-createInternal cost savings Improved Operations and Internal ProcessesIncreased ROI
- 33. Potential Business Benefits5main areas:Market/Customer Knowledge & InsightEngagement & Reputation ManagementEnhanced Customer Experience and LoyaltySales/Marketing Effectiveness, Efficiency and ROIOperations/ Internal Processes (open source and hosted apps)
- 34. Social Media inActionQuick Examples
- 35. In a Web2.0 Era, the Brand Becomes the Customer Experience of the BrandA quick ‘personal experience’Dubai Hotel
- 41. From the websiteThis 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments.
- 42. The ultimate incomfort, we offer 318 luxuriously elegant rooms and suites.
- 43. Take a trip.Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…The Customer Experience of the BrandTripadvisor
- 44. From TripadvisorIt's gettingold, the rooms are unappealing and it will never be more than a business hotel
- 45. Being a Sofitelhotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website.
- 46. Booking my stayvia the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel
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- 48. Will It Blend?- iPad
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- 54. 1.6 Million TwitterFollowers
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- 61. Links to SocialMedia Channels
- 62. Go Global: ActLocal - Twitter
- 63. 2m + TwitterFollowers
- 64. High Engagement –63% ‘Replies’
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- 66. Go Global: ActLocal - Facebook
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- 73. The Blog –‘Tells the Story’
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- 78. ‘Getting There’Get MoreInvolvedGoogle Alerts, Twitter, Social Media Monitoring ToolsLearn moreDevelop a strategyImplementMonitor
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- 80. Be Customer LedWhoare our customers, community, tribe?Where do they hang out in social media?How can we best engage with and energise them?
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- 82. In Summary……..’Social MediaPlanning Pays’
- 83. Key Questions toAddressDo you need to engage with Social Media?What progress has been made benchmarked against industry ‘best practice’, the potential of social media for your business and, more importantly, against the growing expectations of customers?What are the key objectives and targets to be achieved from social media? Are these fully aligned with and supportive of your overall business goals and objectives?Who are your customers? Where do you find them ‘hanging out’ on social media? How can you best engage with them?
- 84. Key Questions toAddressWhat are the main Social Media Actions and Initiatives you need to take – short, medium and longer term? What generic social media strategy should you follow (number of channels used/ depth of engagement in each channel)?For each priority Social Media Channel, what are your core objectives for that channel; what KPIs will be used for measuring on-going channel performance; what are your targets for each KPI; what key tasks are needed to achieve these targets?
- 85. Key Questions toAddressDo we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social! Is the right organisational and decision-making structure in place?Has agreement been reached on resource allocation?Who will be responsible for your social media activities? What balance has been agreed between internal and external roles and responsibilities?Who is the Social Media Champion?Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?
- 86. Bob DylanCome gather'round peopleWherever you roamAnd don’t criticiseWhat you can't understandYour sons and your daughtersAre beyond your commandYour old road isRapidly agin‘Then you better start swimmin’Or you'll sink like a stoneFor the times they are a-changin’
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- 88. Session 2Social Mediafor Career Development
- 89. SM for CareerDevelopmentEffective use of Social Media is becoming ‘mission critical’ to your career development:Employers are increasingly using SM in recruitment
- 90. Brand differentiation –innovative use of SM will help you stand out from the crowd
- 91. A new approachto recruitment/career development based on relationships and networking
- 92. Improves the effectivenessand efficiency of your efforts through ‘attraction based’ marketing v. the traditional approach to applying for jobsTraditional ApproachDevelop a resume/CV and covering letterSearch/find vacanciesSubmit CV/covering letter for available job or ‘on spec’Wait for the phone call/email that never comes because the job market is becoming increasingly competitiveSame as above but go through an agency/online job site
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- 94. How Businesses UseSocial Media for Recruitinghttp://mashable.com/2011/08/28/social-media-recruiting-infographic
- 95. A New ApproachBuilt Around Your Online Brand Identity/Digital Footprint
- 96. Suggested ApproachUse SocialMedia to:Search/listen/keep an ear to the groundBuild your personal brand, differentiate, stand out from the crowdIdentify, join, lurk, participate in relevant forums, groups etcActively engage/network – build relationshipsLeverage ‘attraction’ based marketingMonitor performance and ‘buzz’
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- 99. Monitoring the ConversationsUseSocial Media Monitoring Tools to monitor the online conversations relevant to your career development – also for measuring the ‘buzz’ about your personal brand (later)No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeatMore expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and InfegySocialRadar
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- 101. Topsy Search –‘MBA Jobs’
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- 105. You can developyour own customised Social Media Monitoring System
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- 107. Build your PersonalBrand, Differentiate, Stand Out from the Crowd
- 108. Main ChannelsPersonal blogfor ‘telling your story’Twitter for conversationsLinkedin for professional networkingFacebook for personal stuff (but be careful, very careful)Google + - the ‘new kid on the block’Develop a Youtube Channel including your own video e.g. course presentationYour resume/CV as an Infographic
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- 123. Identify, Join, Lurk,Participate in Relevant Groups and Forums
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- 131. Follow Best PracticeAddvalueDon’t SHOUTTalk WITH rather than ATListen firstDon’t be a show offDon’t get angry or respond in an aggressive wayBe careful of your ‘digital footprint’Don’t spam or over postDon’t underestimate the power of the networkHang out in the right places with the right people
- 132. Be Social‘Be socialbefore doing social’
- 133. Leverage ‘Attraction’ BasedMarketing
- 134. Attraction Based MarketingDon’trely on the traditional approach to finding a jobBuild a powerful personal brand and online network to attract job opportunities directly to your ‘inbox’Become a content producer NOT a passive content consumerHighlight your expertise and passionNo longer an option – recruiters now expect you to have a strong social media presence
Editor's Notes
- #27 Market Knowledge: Competitors, Suppliers, Buyers, Influencers; Google insight, Google Alerts will provide a view on most companies within an industry. Also, there are a range of blogs and networks where amateurs and professionals will share their knowledge of a market. Customer Insight and Understanding: Listening to customers and prospects through the range of channels they inhabit; comments on YouTube, Networks where they ‘hang out’ Customer Interaction: the tools exist to not only listen and observe but also to discuss and converseBusiness Intelligence: media monitoring, alerts and related analysis tools provide a great source of structured Business Intelligence. You need not pay £600/month for the privilege, SocialMention and Google Alerts can keep you informed where you need to be. Reputation Management: one of the key aspects of web 2.0 is that it is Real Time. You can see and respond to comments as they arise and often, where the response is efficient and effective, create a positive effect. Consider, the Ethiopian Growers that challenged the coffee used by Starbucks in a video posted on YouTube. This video was viewed by 10,000 people. The CEO posted a response within 24 hours on YouTube, the response was viewed by several million.
- #28 We believe there is a strong correlation between positive word of mouth, online buzz and sales and marketing. Needless to say there are now numerous means of getting your message out there, growing followers (through sites like Twitter, and energising your customer base). Web 2.0 is immediate and direct. The example I like to use is of a safety harness company based in Edinburgh who considered using a traditional approach to International Sales and Marketing – find an agent, find prospects, etc. An alternative approach we suggested, used LinkedIn to find the Health And Safety Director of the largest Construction Project in the world. Now it is not a leap to suggest filming the harness on YouTube and sending an email with a link saying you are in Saudi Arabia and would he like to meet up. Numerous examples of customer insight and feedback leading to product improvement. Many car companies use Second Life to test their designs. A site called eBags sends out the latest designs to their top raters on the site. Internal cost savings. No 10 Downing Street example…Improved Operations and internal processes. There are applications for literally anything – wikis that compete with licenced intranets, email freeware that is better than Outlook, hosted network sites for £20/month that would cost £thousands to replicate. Increased Return on Investment. The holy grail or the achiles heal of Web 2.0. How do you make money from this thing…there is a growing level of evidence to suggest that it works.