Alternate title: how to use social media to help your perfect job find YOU. Synopsis: We live in a world where recruiters are overwhelmed and time-starved; where Google is the front door to finding what you're looking for; and where the traditional job search approach of Spray and Pray has little efficacy. This is a modification of the presentation I did for PR4People. Audience: anyone looking for a job or wanting to have the best job find THEM in the future.
BRANDING, SELF-PROMOTION & SOCIAL MEDIA:how to help your dream job find you.
ERIC WEAVERTribal DDB
The realities of recruitment Hiring manager opens requisition HR sends to internal audiences first Externally, goes to traditional job boards Recruiters drown in resumes Hiring manager often may not move forward What if this guy is a bad hire? What if the new boss thinks increasing our overhead
was a bad move? (no one ever got fired for cutting $)
The realities of Spray and PrayWhen you find possibilities online: You are one of hundreds that is applying for this gig You have no idea of the environmentGood environment? Bad? Good chemistry? Bad?
Recruiters often act as gauntlets rather than advocatesNot incented to read every resume, maintain communication
Youre not in the drivers seatWait for phone calls that never comeSudden disconnectsHope tends to pile up on questionable opportunities
The new jobhunt is about being found more than busting your way in. The bigger intellectual footprint you have online, the
higher the likelihood of being found by the right people. Be trusted and be recommended, rather than an intruder
on a mission. In the interviewing process, your footprint is
confirmation of trust (or distrust). It seals the deal! My last three jobs came from Google, a conference, and
a blog post!
A better approach: be found. Youre in the drivers seat Youre less likely to be blocked Youll have a better match if they can find out
more about you prior to contacting you
Social job hunting Figure out the types of people and companies
you would you want to work with Determine best approach to branding yourself Create a social presence that will maximize
First, a bit about branding.
A brand is a PROMISE The experience someone will always have The benefit theyll always receive The unique difference that will always be there
A brand is strongest through clear messagingand consistent delivery, crafted for the peoplewho will care, in a way that benefits THEM.
YOU are a brandA promise to friends. Tofuture employers. Tosociety.
Trust is a basic requirement forbrands and business How do I minimize trust killers? Be found or referred, rather than interrupting ones search. Demonstrate value, dont just blather on about it.
How do I build trust with prospective customers? Demonstrate intellectual capital: you know your stuff. Demonstrate a vision for this profession or this market. Show that others took a chance on you and benefitted. Show that youre ethical, easy to work withtrustworthy.
How do you empower others to spread their trust inyour offering? Give customers a voice. Amplify their words about you. Make sharing your value effortless.
Step 1: identify your uniquebusiness-applicable traits The most fascinating or remarkable The traits that make you authentic, real, trustworthy Think about your quirks, through a positive lens Perfectionist = detail-focused Scattered = multi-tasker Aggressive = gets things done Stubborn = determined
Honesty is always the best policy Overshare? Not always.
Step 2: determine your goals andaudienceWhats your vision for your career in 2014? What do you want to be known for?
What kinds of people do you want to attract? Green office specialist: office admins, Ops VPs Art director: marketing directors, creative directors Digital PR wunderkind: agency heads, marketing
teams Where do those people live online?
Step 3: determine what youd say at a cocktail party, job fair or in an interview Trustworthy? Hard-working? Funny? Flexible? Nice? All about facts? All about ideas? All about details?
Leave the detail for later: whats the one takeawayyoud want to leave behind in an elevator ride(besides Im available?) That single takeaway should be integrated in every place
you engage with peopleI am personable and people trust me.I accomplish what I go after.I have an upbeat passion about this space that is infectious.
Step 4: determine how to engageWhat do people have time for? Respect time
starvation. TMI is not a selling point.Which media would best convey what youre
Extending your personal brand viasocial tools
SUGGESTIONS: bare minimum LinkedIn Use your Summary well Write everything based on brand traits and messages IMPORTANT: Ask for testimonials
Personal blog Long-form thought about your profession, even if new Written from a hire me! perspective
Facebook Personal connections are The Money Keep things mainly professional but show human side
SUGGESTIONS: mo betta Twitter Short-form thought Carve out time to convey valuable news, events, insights
Slideshare.net Share your thought leadership with downloadable
presentations that convey you and your vision
Trottr.com Voice blogging: let people hear you! Be clear, concise, short and sweet
SUGGESTIONS: extra mile Tumblr/Vox/etc.: repost for SEO BlogTalkRadio: short, tagged, topical interviews YouTube: video conveys quickly Use some decent camera skills and audio
Flickr: post your creative work Delicious: helpful bookmarks, not just
Rules of Engagement Be honest above all! Lies will be outed, publicly. Be transparent offer proof, everywhere Be real and relatable No need for extra formality Extra informality can torpedo you worth the risk?
Fluff, glitz and perfection are not required But CLARITY, BREVITY and AUDIBILITY are!
THINK ENGAGEMENT AND DIALOGUE The more dialogue, the more likely you will be found
Spray and Prayapproach dressed up associal media. Thisisnt discussion, this ismonologue. Note the #of comments
DONT BE THISPERSON.
But I dont have timeMake time. When jobs are scarce, your
approach will need to change.Why not have a leg up on all the other (even
more qualified) prospects? Spray-and-pray is DEAD. You know it. So open
your mind to you as a valuable free-agentspecialist, rather than a peg for a hole.
Consider your lens.Boomers/Tweeners
Trained in formalities
Dont offend anyone
Be the most acceptable to the largestnumber of people
Privacy highly valued
Interested in tech functionality butoften overwhelmed by speed ofchange
Dont do well with chaos
GEN X should consider importanceof PROPRIETY whencommunicating with Boomers
Gen X/Millenials Formalities ignored More interested in finding those
with like minds than worrying aboutturning off others
Less privacy means more ability tobe found
Digital natives tech is ubiquitousand easy
Have grown up with randombehavior
BOOMERS should considerimportance of AFFINITY whencommunicating with Gens X, Y