Presentation on theme: "Using Social Media to Attract Opportunity Networking to Get Your Clients Working Presented by: Robyn Greenspan Editor-in-Chief, ExecuNet."— Presentation transcript:
Using Social Media to Attract Opportunity Networking to Get Your Clients Working Presented by: Robyn Greenspan Editor-in-Chief, ExecuNet
Basic Principles Still Apply Job search is focused, targeted, strategic “Need-working” is not networking
What We’ll Cover What are Social Networks? 5 Reasons The Unpublished Job Market Where Do Your Clients Want to Be? Digital Dirt Online Presence Reputation Building/Executive Branding Open Spaces Closed Networks Searching, Sourcing, Connecting
What Are “Social” Networks? Online Communities – where people interact, converse, connect. Even business and professional networks have socialization functionality.
5 Reasons Their skills may make your clients “one-in-a- million” but do they want to be one-in-a-million resumes? 21st century job search Demonstration of online proficiency, adoption, technology comfort, communication Recruiters and companies are on social networks looking for the next generation of talent Relationships still matter
The Unpublished Job Market “The overwhelming majority of both corporate and search firm recruiters has consistently maintained that they are not posting executive positions with compensation over $200K on public websites, so if you can’t find the people pathway to those jobs, they will remain invisible.” -- ExecuNet’s 2009 Executive Job Market Intelligence Report
Where Do Your Clients Want to Be? MySpace 57.7 million US visitors/month 57% male 72% ages 13-34 56% no college Facebook 94.6 million US visitors/month 54% female 66% ages 18-34 56% college+ LinkedIn 14.3 million US visitors/month 55% male 76% ages 35+ (32% 50+) 37% $100k+ 80% college+ (29% grad school) Twitter 27.6 million US visitors/month 54% female 72% ages 18-49 56% college+
ExecuNet 26,000+ executives join/year 67% $150K+ 35% $200K+ 67% college+ 20 years work experience 44 average age
Digital Dirt Anything that is connected to a specific name on the Internet. It doesn’t matter if it is true, false, professional or personal. It just has to be find-able. “In this day and age, we are all presidential candidates. Whatever you put out there, can be found.” -- executive recruiter in ExecuNet’s Dealing With Your Digital Dirt 3.0 report
Work + Camera Phone = Damaged Reputation What if a recruiter found this when “Googling” your client’s name?
The Good News 70% of executive recruiters said that a candidate’s job prospects improve when positive information is found online. Evidence of community service Volunteer activities Leadership roles Published articles Awards, recognition
Executives are “Getting It” 20% of executives have taken proactive steps to create a positive web presence 15% of executives currently have a website to display their resume, articles, press mentions and professional accomplishments
The Real Message Information that is publicly available online can cost your client the next opportunity. Information that is not publicly available online can cost your client the next opportunity.
The Power of Social Media AttentionAttractionParticipation Get in front of people the right people Say something interesting Have a conversation
Executive Branding Branding = the promise made to the marketplace
Why an Executive Brand? An opportunity magnet Be remembered Be recommended Be referred
What’s Your Client’s Executive Brand? The keywords Word association How well do others know your client? How well does your client know herself?
Social Syndication Who does your client need to know? Who needs to know your client? Where? Be a source, helpful Inform the network Beware “UCD” = updating compulsively disorder
Open Spaces Blogs LinkedIn Twitter Facebook “Answers” Groups
Blogs Special interest/Niche blogs Comments area Find information Demonstrate knowledge/expertise Interaction Inspire discussion, reaction Get to know others Get known
LinkedIn Complete profile What’s your headline? Keywords, keywords, keywords Who do you know? Recommendation balance Linkage Approachable Public link Apps
Twitter Micro-blogging, mass text messaging twitter.com/yournamehere “Business casual” environment – messages must be under 140 characters Find other users to “follow” Start with people you know Email search Keyword search MrTweet Twellow TwitDir Twibes
Twitter Build a Tweet inventory before following Don’t follow indiscriminately Be compelling; offer information; respond; re-Tweet Be professional; engage; converse; build the relationship “Old fashioned” networking rules apply: give before getting Hashtags #jobs #careers #hiring
Brands on Twitter Corporate visibility Interact one-on-one with companies, recruiters, the well-connected ZapposJetBlue MarriottComcast WachoviaBest Buy StarbucksDell KodakEMC
Who? Digital Media Expert at at Ketchum Public Relations Firm Where? Memphis, TN Why? Visiting his client, FedEx
“Two days ago I made a comment on Twitter that was the emotional response to a run in I had with an intolerant individual. The Tweet was aimed at the offense not the city of Memphis. Everyone knows that at 140 characters Twitter does not allow for context and therefore my comments were misunderstood. If I offended the residents of Memphis, TN I’m sorry. That was not my intention. I understand that people have tremendous pride in their hometown.” The Retraction…
“Answers” Groups LinkedIn, Yahoo!, Ask Metafilter You’re the expert -- respond to questions that subtly showcase knowledge ExecuNet Roundtables Peer leader, problem-solver, fellow practitioner
Facebook Many companies have presence (Fan pages) Think first… Separation between personal and professional
Closed Networks High quality; lower quantity Intimacy, confidentiality Professional standards and rules apply
ExecuNet Private and confidential Professional executive-level profiles Powered by trusted connections Moderated forums, discussions Peer feedback Practitioner experience Served expertise
Beware Hyper-Distribution Can saturate a niche audience Message clarity, purpose
Searching, Sourcing, Connecting Focus Research What companies are targeted? Who are the people who can help to get there? What are they talking about? What do they need? How can you help them?
When to Start? “The best time to plant a tree was 20 years ago. The second best time is now.” -- Chinese Proverb
Questions? Using Social Media to Attract Opportunity Networking to Get Your Clients Working Robyn Greenspan Editor-in-Chief ExecuNet