Social Media Strategies for Career Success Kalindi Garvin, Career Communication Strategies
How Important is Social Media? 69% of recruiters expect competition for jobs to increase in 2015. 55% have eliminated a candidate based on online information (up 13% from 2013). 73% of recruiters plan to increase their investment in social recruiting in 2014. While 83% of job seekers flock to Facebook, LinkedIn remains recruiters’ top social network. Source: Jobvite Social Recruiting Survey 2014
Social Networks and Recruiting Recruiting on social networks 73% of recruiters have HIRED a candidate through social media.
What are Recruiters Looking For? Professional Experience Length of Professional Tenure Industry-Related Posts Mutual Connections Specific Hard Skills Cultural Fit Examples of Written or Design Work 93% of recruiters will review a candidate’s social media profile before making a hiring decision.
Brand or be BRANDED If you aren’t managing your personal brand online, it’s still being formed (but without your input). Your online identity is determined not only by what you post, but also by what others post about you. Photo tags. Public status updates. Blog mentions. Google search results are a combination of information you’ve posted and information published by others. Be the author of your online identity by taking a strategic, proactive approach to managing your online presence.
Assess Your Presence Google yourself If you have a Google account (i.e., Gmail or YouTube), you will get different results if you are logged into your Google account. Log out of Google so you can see what others see when they Google your name. If you have a common name, narrow results by your profession or geographic location. “John Smith Public Relations Iowa” Online Identity Calculator (http://www.onlineidcalculator.com) Stay posted on new online information through Google Alerts http://www.google.com/alerts
Deflect Digital Dirt Negative information about you online is referred to as “digital dirt.” One effective strategy for managing your online reputation is to “bury” your digital dirt Removing (or requesting removal) and/or correcting incorrect or inappropriate information Posting new content (move unfavorable information lower in your search results) Register your name as a domain name Claim your name on social media accounts Use sites like BrandYourself.com and About.me to create positive profiles
LinkedIn LinkedIn is one of the most effective ways to establish an online presence. Your LinkedIn profile will usually rank on the 1st or 2nd page of Google LinkedIn should complement your resume, not duplicate it. Add project highlights, multimedia presentations, links, and other information about your interests, achievements, and work. Start with an appropriate photo. Not having a photo is detrimental! http://thingscareerrelated.com/tag/linkedin-photo/
Strategies for LinkedIn Customize your URL Maximize your professional summary. Write conversationally in the 1st person. Grab your audience through a compelling headline (120 characters) Search results show: your name, headline, and location The default is title/company The most difficult part of creating your LinkedIn profile is sounding original. Articulate your unique brand What sets you apart? Groups and Companies Joining groups and following companies can increase your exposure.
Keywords Keywords are a list of words and phrases that are related to your work. Words that a prospective employer would search for when trying to find someone like you. LinkedIn headlines are searchable fields using the “People Search” function when someone is looking for particular skills, interests, qualifications, or credentials. You can also incorporate keywords throughout your LinkedIn profile: Your LinkedIn profile headline Current and former work experience LinkedIn summary section Specialties or Skills section
How NOT to Get Noticed on LinkedIn Turn off activity broadcasts and adjust who can see your activity feed. Change it to Only You. Select the type of messages you’re willing to receive. Do not select Career Opportunities, New Ventures, or Job Inquiries Don’t participate in LinkedIn groups for job seekers. Focus on job function specific groups or industry groups instead (where you might be found by recruiters and future employers) Cultivate recommendations and contacts slowly. Don’t reveal confidential information about the company Focus on how you’ve helped the company stand out and be successful, not how you stand out and are successful. Don’t upgrade to paid job seeker membership (this shows up on your profile)
Facebook Review your privacy settings regularly! Remove and untag any inappropriate photos, content, and posts. Graph Search Customize searches for places, friends, interests, etc. Narrow in on specific companies, cities, hobbies. (People who work at Rockwell Collins in Cedar Rapids) Use privacy settings to control what others can search about you.
Share as much of your personal job search journey as you feel comfortable with in your status updates This might include posts about the fact that you’re searching for a new position “They’re closing my office. I have 30 days to find my next job.” What kind of job you’re looking for “Facebook friends: I’m looking for my next PR job in Omaha. Know anyone looking for a stellar pitchman with strong social media expertise?” Requests for assistance “Does anyone know someone who works at Company X?” Progress in your job search “I have an interview today at my dream company — wish me luck!” Posting once a day about job search-related topics in your status can keep your search at the top of your friends’ radar. The Overt Approach to Using Facebook in your Job Search
The Covert Approach to Using Facebook in your Job Search The “covert” approach to job search is by using your Facebook Profile to establish yourself as a “thought leader” in your field. Post professional content to your page to become recognized for your work accomplishments links to interesting articles or resources videos or presentations you’ve delivered work-related blog posts examples of your portfolio The key with a “covert” approach is establishing a balance of personal and professional content posted. You don’t want your Facebook friends asking themselves, “Does she think this is LinkedIn?” Participation in work-related Groups can also raise your professional profile. Offer helpful advice, guidance, and feedback.
Facebook Apps BeKnown (www.beknown.com) Connects with Monster.com Draws on your Facebook connections to build your account. BeKnown finds and recommends jobs for you based on your skills and experience. You can search the Job Feed for advertised opportunities, or look in the Friends’ Jobs section to view jobs posted by people in your network. Glassdoor (www.glassdoor.com) Salary information, company reviews, actual interview questions, and more — are posted by employees, jobseekers, and company representatives. The site offers more than 2.5 million salaries and company reviews. Both of these applications can potentially compromise your privacy in a confidential job search.
Twitter Benefits of using Twitter Short format response enables recruiters and hiring managers to quickly connect with you Become known as a thought leader Add value by sharing and by posting original content Let your real personality shine through (but keep it professional!)
Hashtags (#) and Tweets ?Review timelines to determine hashtags to use ?Recruiters ?Industry leaders Target companies & insider/employees Use hashtags (#) with industry-specific terms Tweet to your network to gain key insights “Anyone know which manufacturers in Cedar Rapids are hiring?” “Can anyone suggest a good contact at [company]?” #jobopening #accounting (your industry) #jobs #jobtips #resume #joblisting
Google+ Why Google+? Google favors Google+ pages in search 540M* active monthly users (Jan 2014) Create a compelling profile Connect to your LinkedIn profile, Twitter account, blog, and other networks Write in 1st person Incorporate keywords Showcase your work through links, albums, and images Create a great G+ Tagline (similar to your LinkedIn headline) Start Circling G+ allows you to sort your contacts in to Circles, each with their own privacy setting Circle industry experts and target companies Join Communities Look for those dedicated to your industry or expertise. Join and add value! Source: Boot Camp Digital
Putting the Pieces Together Know your audience Where are they? Which medium will be most effective to reach them? Maximize your time Use tools like Buffer or Hootsuite to schedule social media updates Carve out regular time to interact on social media. Stick to time limits! Be consistent in your career communications Brand your email signature with a LinkedIn badge or Twitter handle Align your resume, elevator pitch, business cards, and other documents to communicate the same message