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Don’t	
  hold	
  ques�ons	
  un�l	
  end	
  –	
  interac�ve	
  
How	
  many	
  sales/marke�ng?	
  
How	
  many	
  business	
  owners?	
  




                                                                  1	
  
2	
  
In	
  his	
  book	
  Linchpin,	
  Seth	
  Godin	
  describes	
  what	
  he	
  views	
  as	
  a	
  completely	
  new	
  
workplace	
  paradigm.	
  When	
  we	
  transi�oned	
  from	
  an	
  agrarian	
  economy	
  to	
  an	
  
industrial	
  one	
  back	
  in	
  the	
  early	
  20th	
  century,	
  many	
  of	
  our	
  ins�tu�ons	
  were	
  
developed	
  in	
  order	
  to	
  fill	
  America’s	
  factories	
  with	
  efficient	
  workers.	
  He	
  calls	
  these	
  
workers	
  “cogs”:	
  They	
  show	
  up	
  on	
  �me,	
  do	
  as	
  they’re	
  told,	
  follow	
  a	
  script,	
  don’t	
  speak	
  
up	
  and	
  get	
  paid	
  an	
  honest	
  wage	
  for	
  an	
  honest	
  day’s	
  work.	
  
Unfortunately,	
  they	
  also	
  get	
  replaced.	
  	
  




                                                                                                                                         3	
  
This	
  model	
  worked	
  well	
  for	
  over	
  a	
  hundred	
  years,	
  but	
  as	
  we	
  transi�on	
  from	
  an	
  
industrial	
  economy	
  to	
  an	
  informa�on	
  economy	
  a	
  different	
  type	
  of	
  employee	
  is	
  
required.	
  These,	
  Godin	
  calls	
  “linchpins.”	
  A	
  linchpin	
  doesn’t	
  need	
  a	
  map	
  because	
  they	
  
blaze	
  their	
  own	
  trail.	
  They	
  create	
  art,	
  which	
  means	
  doing	
  their	
  job	
  in	
  a	
  way	
  such	
  that	
  
it	
  is	
  a	
  gi�	
  to	
  those	
  around	
  them.	
  They	
  defeat	
  the	
  lizard	
  brain	
  (which	
  is	
  constantly	
  
telling	
  us	
  to	
  conform	
  and	
  not	
  be	
  different).	
  And	
  finally,	
  a	
  Linchpin	
  ships	
  (i.e.	
  delivers).	
  
Instead	
  of	
  being	
  replaceable,	
  linchpins	
  are	
  indispensable.	
  
And	
  today	
  is	
  a	
  great	
  �me	
  to	
  be	
  a	
  linchpin.	
  Why?	
  For	
  that	
  answer,	
  let’s	
  look	
  to	
  an	
  
obscure	
  publica�on	
  from	
  1968.	
  	
  




                                                                                                                                             4	
  
The	
  Whole	
  Earth	
  Catalog	
  was	
  founded	
  by	
  Stewart	
  Brand	
  and	
  published	
  between	
  
1968	
  and	
  1972.	
  It	
  combined	
  dedica�on	
  to	
  the	
  six�es	
  counter-­‐culture	
  with	
  a	
  love	
  of	
  
technology	
  and	
  a	
  belief	
  that	
  “the	
  most	
  empowering	
  tool	
  of	
  the	
  century”	
  was	
  the	
  
personal	
  computer.	
  The	
  back	
  cover	
  of	
  the	
  final	
  issue	
  is	
  where	
  Steve	
  Jobs	
  read	
  the	
  
quote,	
  “Stay	
  hungry.	
  Stay	
  foolish.”	
  It	
  inspired	
  him	
  to	
  embark	
  on	
  a	
  quest	
  to	
  fuse	
  
humanity	
  and	
  technology.	
  Today,	
  combining	
  the	
  PC	
  (or	
  Mac)	
  with	
  the	
  Internet	
  has	
  
fulfilled	
  this	
  prophecy	
  and	
  gives	
  us	
  all	
  access	
  to	
  tools	
  for	
  personal	
  empowerment.	
  
Brand	
  published	
  this	
  catalog	
  because,	
  in	
  his	
  words:	
  
A	
  realm	
  of	
  in�mate,	
  personal	
  power	
  is	
  developing	
  –	
  power	
  of	
  the	
  individual	
  to	
  
conduct	
  his	
  own	
  educa�on,	
  find	
  his	
  own	
  inspira�on,	
  shape	
  his	
  own	
  environment,	
  and	
  
share	
  his	
  adventure	
  with	
  whoever	
  is	
  interested.	
  
Today’s	
  Internet	
  finally	
  gives	
  us	
  that	
  personal	
  power	
  predicted	
  so	
  long	
  ago.	
  We	
  are	
  all	
  
fully	
  empowered	
  by	
  free	
  and	
  low-­‐cost	
  Web	
  2.0	
  tools	
  to	
  take	
  greater	
  control	
  over	
  our	
  
own	
  des�nies,	
  conduct	
  our	
  own	
  educa�ons	
  and	
  shape	
  our	
  environment.	
  Career	
  
Gravity	
  is	
  all	
  about	
  using	
  that	
  power	
  to	
  give	
  your	
  career	
  some	
  weight.	
  




                                                                                                                                       5	
  
Each	
  year,	
  so�ware	
  company	
  Jobvite	
  posts	
  an	
  annual	
  social	
  recrui�ng	
  survey.	
  They	
  
ask	
  employers	
  how	
  they	
  plan	
  to	
  use	
  social	
  media	
  for	
  talent	
  recruitment.	
  Here	
  are	
  a	
  
few	
  interes�ng	
  data	
  points:	
  
89%	
  of	
  employers	
  said	
  they	
  did	
  or	
  would	
  be	
  using	
  social	
  media	
  for	
  recrui�ng	
  talent:	
  	
  




                                                                                                                                        6	
  
7	
  
There	
  you	
  have	
  it.	
  Nearly	
  nine	
  out	
  of	
  every	
  ten	
  employers	
  are	
  looking	
  to	
  social	
  media	
  
to	
  find	
  employees	
  and	
  almost	
  three-­‐quarters	
  of	
  them	
  will	
  search	
  for	
  your	
  online	
  
profile	
  before	
  you	
  come	
  in	
  for	
  an	
  interview.	
  What	
  will	
  they	
  find?	
  	
  




                                                                                                                                         8	
  
In	
  this	
  new	
  world	
  of	
  linchpins	
  and	
  social	
  recrui�ng,	
  having	
  a	
  strong	
  online	
  presence	
  is	
  
not	
  op�onal.	
  	
  #CareerGravity	
  is	
  a	
  process	
  that	
  results	
  in	
  an	
  online	
  footprint	
  that	
  is	
  
large,	
  permanent	
  and	
  disrup�ve.	
  #CareerGravity	
  allows	
  you	
  to	
  be	
  found	
  by	
  people	
  
looking	
  for	
  your	
  skills	
  and	
  to	
  develop	
  a	
  strong	
  online	
  network	
  that	
  supports	
  and	
  
enhances	
  your	
  career.	
  
Crea�ng	
  a	
  gravita�onal	
  field	
  for	
  your	
  career	
  involves	
  three	
  steps:	
  




                                                                                                                                        9	
  
Build	
  a	
  home	
  base.	
  By	
  registering	
  your	
  own	
  domain	
  name	
  and	
  building	
  a	
  personal	
  
website,	
  you	
  have	
  an	
  online	
  “home	
  base”	
  where	
  you	
  can	
  build	
  and	
  expand	
  your	
  
digital	
  assets.	
  
Establish	
  outposts.	
  Social	
  media	
  sites	
  and	
  search	
  engines	
  act	
  as	
  outposts	
  where	
  you	
  
can	
  engage	
  with	
  other	
  professionals	
  and	
  drive	
  traffic	
  back	
  to	
  your	
  home	
  base.	
  
Measure	
  and	
  improve.	
  It’s	
  important	
  to	
  monitor	
  the	
  size	
  and	
  effec�veness	
  of	
  your	
  
footprint	
  so	
  that	
  you	
  can	
  constantly	
  strengthen	
  your	
  career's	
  gravita�onal	
  field.	
  	
  
	
  




                                                                                                                              10	
  
11	
  
12	
  
13	
  
14	
  
Point	
  out	
  differences	
  b/t	
  Wordpress-­‐direct	
  hos�ng	
  vs.	
  HostGator	
  hos�ng.	
  Wordpress	
  
more	
  expensive	
  and	
  less	
  flexibility	
  –	
  fewer	
  plug-­‐ins,	
  too.	
  
	
  
	
  




                                                                                                                    15	
  
16	
  
Devote	
  areas	
  of	
  your	
  website	
  to	
  images,	
  head	
  shots,	
  videos….	
  
	
  
Discuss	
  the	
  importance	
  of	
  the	
  profile	
  shot	
  on	
  FB,	
  etc.	
  –	
  professional	
  
	
  
	
  




                                                                                                            17	
  
18	
  
19	
  
20	
  
Pay	
  a�en�on	
  to	
  the	
  ways	
  that	
  you’re	
  drawing	
  people	
  in	
  further,	
  a�er	
  you’ve	
  drawn	
  
them	
  in	
  ini�ally.	
  
	
  
Conversion	
  pages	
  (i.e.,	
  landing	
  pages)	
  are	
  important	
  –	
  headline	
  that	
  speaks	
  about	
  
what	
  you	
  can	
  do	
  for	
  someone	
  –	
  what’s	
  in	
  it	
  for	
  THEM	
  
	
  
+	
  have	
  tes�monial	
  
	
  
Think	
  about	
  SELLING	
  yourself.	
  Think	
  ad	
  copy,	
  in	
  a	
  way	
  –	
  this	
  is	
  where	
  you’re	
  a	
  li�le	
  
less	
  resume,	
  a	
  li�le	
  more	
  adver�ser	
  (of	
  yourself)	
  
	
  
Be	
  available	
  via	
  as	
  many	
  channels	
  as	
  possible	
  –	
  let	
  them	
  contact	
  you	
  the	
  way	
  THEY	
  
want,	
  not	
  just	
  the	
  way	
  you	
  prefer.	
  
	
  
Tells	
  you	
  how	
  effec�ve	
  your	
  value	
  proposi�on	
  is…fine	
  tune,	
  tailor,	
  etc.	
  




                                                                                                                                           21	
  
Landing	
  page	
  also	
  helps	
  you	
  to	
  monitor	
  the	
  effec�veness	
  of	
  your	
  traffic-­‐drawing	
  
efforts.	
  
	
  
Three	
  things	
  you	
  can	
  learn	
  from	
  analy�cs:	
  
	
  
1)  Where’s	
  traffic	
  coming	
  from—e.g.,	
  LinkedIn,	
  etc.	
  
2)  Where	
  are	
  ppl	
  spending	
  their	
  �me?	
  You	
  can	
  actually	
  spy	
  on	
  ppl—what’s	
  
     resona�ng…because	
  each	
  page	
  is	
  dedicated	
  to	
  a	
  diff	
  area	
  of	
  exper�se	
  
3)  What	
  search	
  keywords	
  are	
  bringing	
  ppl	
  to	
  your	
  page…do	
  these	
  jive	
  with	
  what	
  you	
  
     thought	
  they’d	
  be?	
  Are	
  they	
  what	
  you	
  want	
  them	
  to	
  be?	
  
          1)  40	
  percent	
  of	
  all	
  Google	
  searches	
  have	
  never	
  been	
  performed	
  before—
              brand	
  new,	
  for	
  the	
  first	
  �me	
  ever	
  searched,	
  says	
  Google.	
  




                                                                                                                                22	
  
23	
  
24	
  

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What is #CareerGravity

  • 1. Don’t  hold  ques�ons  un�l  end  –  interac�ve   How  many  sales/marke�ng?   How  many  business  owners?   1  
  • 3. In  his  book  Linchpin,  Seth  Godin  describes  what  he  views  as  a  completely  new   workplace  paradigm.  When  we  transi�oned  from  an  agrarian  economy  to  an   industrial  one  back  in  the  early  20th  century,  many  of  our  ins�tu�ons  were   developed  in  order  to  fill  America’s  factories  with  efficient  workers.  He  calls  these   workers  “cogs”:  They  show  up  on  �me,  do  as  they’re  told,  follow  a  script,  don’t  speak   up  and  get  paid  an  honest  wage  for  an  honest  day’s  work.   Unfortunately,  they  also  get  replaced.     3  
  • 4. This  model  worked  well  for  over  a  hundred  years,  but  as  we  transi�on  from  an   industrial  economy  to  an  informa�on  economy  a  different  type  of  employee  is   required.  These,  Godin  calls  “linchpins.”  A  linchpin  doesn’t  need  a  map  because  they   blaze  their  own  trail.  They  create  art,  which  means  doing  their  job  in  a  way  such  that   it  is  a  gi�  to  those  around  them.  They  defeat  the  lizard  brain  (which  is  constantly   telling  us  to  conform  and  not  be  different).  And  finally,  a  Linchpin  ships  (i.e.  delivers).   Instead  of  being  replaceable,  linchpins  are  indispensable.   And  today  is  a  great  �me  to  be  a  linchpin.  Why?  For  that  answer,  let’s  look  to  an   obscure  publica�on  from  1968.     4  
  • 5. The  Whole  Earth  Catalog  was  founded  by  Stewart  Brand  and  published  between   1968  and  1972.  It  combined  dedica�on  to  the  six�es  counter-­‐culture  with  a  love  of   technology  and  a  belief  that  “the  most  empowering  tool  of  the  century”  was  the   personal  computer.  The  back  cover  of  the  final  issue  is  where  Steve  Jobs  read  the   quote,  “Stay  hungry.  Stay  foolish.”  It  inspired  him  to  embark  on  a  quest  to  fuse   humanity  and  technology.  Today,  combining  the  PC  (or  Mac)  with  the  Internet  has   fulfilled  this  prophecy  and  gives  us  all  access  to  tools  for  personal  empowerment.   Brand  published  this  catalog  because,  in  his  words:   A  realm  of  in�mate,  personal  power  is  developing  –  power  of  the  individual  to   conduct  his  own  educa�on,  find  his  own  inspira�on,  shape  his  own  environment,  and   share  his  adventure  with  whoever  is  interested.   Today’s  Internet  finally  gives  us  that  personal  power  predicted  so  long  ago.  We  are  all   fully  empowered  by  free  and  low-­‐cost  Web  2.0  tools  to  take  greater  control  over  our   own  des�nies,  conduct  our  own  educa�ons  and  shape  our  environment.  Career   Gravity  is  all  about  using  that  power  to  give  your  career  some  weight.   5  
  • 6. Each  year,  so�ware  company  Jobvite  posts  an  annual  social  recrui�ng  survey.  They   ask  employers  how  they  plan  to  use  social  media  for  talent  recruitment.  Here  are  a   few  interes�ng  data  points:   89%  of  employers  said  they  did  or  would  be  using  social  media  for  recrui�ng  talent:     6  
  • 8. There  you  have  it.  Nearly  nine  out  of  every  ten  employers  are  looking  to  social  media   to  find  employees  and  almost  three-­‐quarters  of  them  will  search  for  your  online   profile  before  you  come  in  for  an  interview.  What  will  they  find?     8  
  • 9. In  this  new  world  of  linchpins  and  social  recrui�ng,  having  a  strong  online  presence  is   not  op�onal.    #CareerGravity  is  a  process  that  results  in  an  online  footprint  that  is   large,  permanent  and  disrup�ve.  #CareerGravity  allows  you  to  be  found  by  people   looking  for  your  skills  and  to  develop  a  strong  online  network  that  supports  and   enhances  your  career.   Crea�ng  a  gravita�onal  field  for  your  career  involves  three  steps:   9  
  • 10. Build  a  home  base.  By  registering  your  own  domain  name  and  building  a  personal   website,  you  have  an  online  “home  base”  where  you  can  build  and  expand  your   digital  assets.   Establish  outposts.  Social  media  sites  and  search  engines  act  as  outposts  where  you   can  engage  with  other  professionals  and  drive  traffic  back  to  your  home  base.   Measure  and  improve.  It’s  important  to  monitor  the  size  and  effec�veness  of  your   footprint  so  that  you  can  constantly  strengthen  your  career's  gravita�onal  field.       10  
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  • 15. Point  out  differences  b/t  Wordpress-­‐direct  hos�ng  vs.  HostGator  hos�ng.  Wordpress   more  expensive  and  less  flexibility  –  fewer  plug-­‐ins,  too.       15  
  • 16. 16  
  • 17. Devote  areas  of  your  website  to  images,  head  shots,  videos….     Discuss  the  importance  of  the  profile  shot  on  FB,  etc.  –  professional       17  
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  • 21. Pay  a�en�on  to  the  ways  that  you’re  drawing  people  in  further,  a�er  you’ve  drawn   them  in  ini�ally.     Conversion  pages  (i.e.,  landing  pages)  are  important  –  headline  that  speaks  about   what  you  can  do  for  someone  –  what’s  in  it  for  THEM     +  have  tes�monial     Think  about  SELLING  yourself.  Think  ad  copy,  in  a  way  –  this  is  where  you’re  a  li�le   less  resume,  a  li�le  more  adver�ser  (of  yourself)     Be  available  via  as  many  channels  as  possible  –  let  them  contact  you  the  way  THEY   want,  not  just  the  way  you  prefer.     Tells  you  how  effec�ve  your  value  proposi�on  is…fine  tune,  tailor,  etc.   21  
  • 22. Landing  page  also  helps  you  to  monitor  the  effec�veness  of  your  traffic-­‐drawing   efforts.     Three  things  you  can  learn  from  analy�cs:     1)  Where’s  traffic  coming  from—e.g.,  LinkedIn,  etc.   2)  Where  are  ppl  spending  their  �me?  You  can  actually  spy  on  ppl—what’s   resona�ng…because  each  page  is  dedicated  to  a  diff  area  of  exper�se   3)  What  search  keywords  are  bringing  ppl  to  your  page…do  these  jive  with  what  you   thought  they’d  be?  Are  they  what  you  want  them  to  be?   1)  40  percent  of  all  Google  searches  have  never  been  performed  before— brand  new,  for  the  first  �me  ever  searched,  says  Google.   22  
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