Building Your Professional Profile on

Social Networks#UOSM2012

Lisa Harris, Fiona Harvey, Natasha Allden and Ivan Melendez7th March 2013

Lisa Harris• Lisa is Co-Chair of the Digital Economy USRG at the

University of Southampton, and an Associate Director of the Centre for Innovation in Technologies and Education (CITE). She runs the MSc programme in Digital Marketing and is also an accredited tutor for the University of Liverpool online MBA programme.

• www.about.me/lisaharris• www.digitaleconomy.soton.ac.uk• http://lisaharrismarketing.com• www.twitter.com/lisaharris• www.slideshare.net/lisaharris

Fiona Harvey• Fiona Harvey is an Educational Development

Manager with the Centre for Technology in Educational Innovation at the University of Southampton. She is Chair of the Digital Literacies Special Interest group.

• www.elearning.soton.ac.uk• www.twitter.com/fionajharvey• www.linkedin.com/fionaharvey• www.about.me/fionaharvey

• Fiona’s Online Identity prezi

Events

• Upcoming Digital Literacy Workshops• Digital Literacies Conference 24th April

#sotonMOOC• Student Digital Champions• Curriculum Innovation• Digital Economy USRG• TEDx Southampton

Topics to cover• Employability: what’s changed• The employer perspective• Building your professional profile• @natashaallden – Soton MSc graduate • @fionajharvey – online identity• @ivanmelendezch – Soton MSc graduate on recruitment via LinkedIn• Case study examples

• Satire by the Onion (2 mins)• Scoop.it Resources for Building Your Online Professional Profile

• Please leave comments/questions here• Use this googledoc to record your contributions to the group exercises

Module Admin

• This is the last of the “lecture chunks”• Next week is the video editing lab – 15/3 at 1pm in

the lab at Avenue Campus (65a/3043)• After Easter there will be weekly labs: 1pm -3pm in

58/1043 (from weeks 7 - 11 inclusive)• Film Festival - assessed presentations: 16th May

3pm - 6pm in 6/1083

Don’t forget to use twitter for comments and link sharing quoting #UOSM2012

What’s changed

@lisaharris #CIMbrandyou

Rationale

• Maintaining a personal brand through online and offline networking is becoming a critical aspect of career or business development

• It is essential that the information displayed online is going to encourage rather than discourage potential customers, collaborators etc.

• This session reviews our ongoing work at Southampton into the impact of social networking upon profile building and employability

The Fourth Economy

• The basic idea is that the history of change has been to empower smaller units of effort that exploited more and more abstract resources: first, religion became very powerful by adapting to exploit agriculture when productive land became a valuable and untapped resource, then the state became powerful by adapting to exploit industry when mechanical power became a valuable and plentiful resource, then the corporation became powerful by adapting to exploit finance when capital became a valuable and plentiful resource. We are arriving at a 4th economy, where the individual is becoming powerful by adapting to exploit attention when media becomes a valuable and plentiful resource.

21st Century Careers by JISC

• Competition for employment in a global knowledge economy

• increased levels of self-employment and portfolio working• growth of multi-disciplinary teams focused on specific

tasks whose members might be physically located anywhere in the world

• life within a networked society • blurring of boundaries between ‘real’ and ‘virtual’, public

and private• increasingly ubiquitous use of digital technologies.

www.employadam.com

• The video• Why it works

Natasha Allden

• MSc Digital Marketing with Distinction• Now working as Web Portfolio and Innovation

Specialist at EDF Energy • Natasha’s video on building your online profile

for employability purposes (15 mins)• Check out Natasha’s blog at

www.natashaallden.com or follow @natashaallden

The employer perspective

Employers will check you out online• According to a recent study by Cross-Tab Marketing services: – 75% of HR departments worldwide are required to screen

job candidates online – 70% of recruiters claim they have rejected potential

employees based on information surfaced online– 50% say that a strong online reputation influences their

hiring decisions to a “great extent” • Syracuse University (NYC) has purchased a subscription to

Brand-Yourself.com’s online reputation management platform for all 4,100 of its graduating students.

Recruitment 3.0

• The best candidates might not be actively looking (possibly 90%) so seek them out online

• Recruiters should actively create candidates not wait for job seekers to find them

• Employer brand: they should promote their company as a “great place to work”

• Foster a culture of transparency and interaction, without trying to ‘control the message’

• Embrace social media to encourage conversation and community building

Social media in the workplace: Hootsuite

• Public and transparent hiring process through dedicated HR twitter account

• Internal communications via twitter break down workplace hierarchies

• Employees are encouraged to become “brand ambassadors” through company and personal networks

• Appropriate business culture is more critical than the technology – open, non hierarchical

• McKinsey report: internal value created by communication, collaboration and knowledge sharing improves productivity by 20/25% (includes podcast, 9 mins)

• Internal social networking (Video, 4 mins)

Flipping the Funnel

• A well defined online presence allows employers to specify exactly what type of candidates they are looking for

• candidates can check out company ‘fit’ through posted video, tweets, blogs, personal interactions on LinkedIn

• The CV becomes the final stage in the process rather than the first

• Video drops• Check out the Hootsuite example

Building your professional profile

@lisaharris #CIMbrandyou

Dare you Google yourself...?

Advice from the Guardian

• Why online CVs are essential in your job search– LinkedIn– Google profile– Twitter CV– Visual CV– Video CV

Using social media to get a job

• Connect (LinkedIn, FB, Twitter)• Collaborate (Skype, Dropbox, Google Drive)• Create (Wordpress, Soundcloud, Pinterest,

YouTube/Vimeo) • Curate (ScoopIt, Delicious, Slideshare)• Lifehacker article • Telegraph article

Build & maintain your LinkedIn profile

• Ivan’s presentation highlights the increasingly central role of LinkedIn for job hunters

• “How to” guides for building your LinkedIn profile are available here

• Key points for getting started:– Send a personal message to people you wish to connect with– Make sure your profile is 100% complete– Collect and give recommendations– Connect your Slideshare and Wordpress accounts into

LinkedIn

Be creative

• See Ed Hamilton’s CV on Google Maps • Jay Foreman’s video history of London’s tube

stations• The video CV (4mins)

The Future of You

“Welcome to a new era of work, where your future depends on being a signal in the noisy universe of human capital. In order to achieve this, you will need to master three things: self-branding, entrepreneurship, and hyperconnectivity.” By Tomas Chamorro-Premuzic, in the HBR blog

What does this mean?

• Self-branding is about being a signal in the noise of human capital.

• Entrepreneurship is about adding value to society by disrupting it and improving the order of things: it is turning the present into the past by creating a better future.

• Hyperconnectivity is about being a signal in the sea of data and making and shaping the waves of social knowledge.

The Future of You: on the surface• Today's war for talent is the war for identifying, developing,

and retaining true change-agents. • Change-agents are hard to find, hard to manage, and hard to

retain. • Entrepreneurship is about being a change-agent; change-

agents are signals, everyone else is noise. • Hyperconnectivity is not about being online 24/7; it's about

optimizing the online experience for others. • Anybody can upload a video on YouTube or tweet, but only a

few can direct us to the videos or tweets we want to see. • in the age of information overload, where everybody creates

online content, effectively curating content is what really matters.

The Future of You: beneath the surface

• So far the article has attracted 77 comments–Some say it is spot on…?–Others think it is satire…?–What do you think?

My takeaways

• Self branding is not about “look at me”, but about “doing great stuff” which others then amplify on your behalf

• Authenticity is harder to achieve than buzz, but it is the only differentiator in the longer term

• Hyperconnectivity is the only really new factor

@lisaharris #CIMbrandyou

A few notes of caution...

• Ongoing time and effort is required to develop and maintain online profiles, learn new tools and ascertain when best to integrate them into the mix.

• F2F brand building elements should not be forgotten – our research shows that it is not a zero sum game, good online networkers also tend to be effective communicators offline.

• As with most things in life, you get out what you put in, and persistence pays off.

• It is critical to be authentic. An *enduring* personal brand is not developed by basing it simply on ego, spin or piggybacking off the work of others...

• Boundaries between ‘business’ and ‘personal’ are blurring

@lisaharris #CIMbrandyou

Exercise

• What will YOU do after this session to develop your online profile

• Check out this useful article from The Independent to help you with this

Relevant articles/videosSue Becks: Social Media and employability @suebecks (Video 20 mins)

“To be or not to be? The importance of digital identity in the networked society” by Cristina Costa and Ricardo Torres http://eft.educom.pt/index.php/eft/article/view/216/126

3 short videos explaining online identity: http://www.internetsociety.org/manage-your-identity?gclid=CKKfsOmzz7UCFczHtAodJ2YAaQ

http://youtu.be/2UlcOX1fZW4 - Building your online identity in 7 steps

Rhizome - Digital Identity http://digitaldisruptions.org/rhizome/wp-content/uploads/2010/06/rhiz08_DigitalIdentityMatters.pdf

http://mashable.com/2012/05/01/brandyourself-google/ - Who is Googling you? Brand Yourself article

Reputation bankruptcy by Jonathan Zittrain http://futureoftheinternet.org/reputation-bankruptcy

Further Reading

• The Shallows (2011) by Nicholas Carr• The Fourth Economy (2012) by Ron Davison• The Joy of Quiet (2011) by Pico Iyer

Appendix:Case study examples and references/guides

@lisaharris #CIMbrandyou

How social media has helped my work

• Developing new contacts • Sourcing newly published articles, calls for papers and relevant events to

attend• Tracking and commenting on the blogposts of key contributors to the

field• Keeping in touch, real time, with project participants and other key

contacts– www.digitaleconomy.soton.ac.uk– www.about.me/lisa.harris– www.lisaharrismarketing.com– www.twitter.com/lisaharris– www.slideshare.net/lisaharris– www.delicious.com/lisaharris1– www.linkedin.com/in/lisajaneharris

@lisaharris #CIMbrandyou

The blog

@lisaharris #CIMbrandyou

Twitter

@lisaharris #CIMbrandyou

Slideshare

@lisaharris #CIMbrandyou

LinkedIn

@lisaharris #CIMbrandyou

Delicious

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Linchpin

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“Linchpin” by Seth Godin

• It's now more essential than ever to become indispensable - to become a linchpin.

• Linchpins are essential building blocks: they invent, lead (regardless of title), connect others, make things happen, and create order out of chaos.

• If you have you ever found a shortcut that others missed, seen a new way to resolve a conflict, or made a connection with someone others couldn't reach, then you have what it takes to become indispensable.

• It's time to stop complying with the system and draw your own map (from Amazon review)

• Seth Godin Interview (9 minutes)

@lisaharris #CIMbrandyou

Beyond the CV

"If you don't have a résumé, what do you have? How about three extraordinary letters of recommendation from people the employer knows or respects? Or a sophisticated project an employer can see or touch? Or a reputation that precedes you? Or a blog that is so compelling and insightful that they have no choice but to follow up?

Some say, `Well, that's fine, but I don't have those.' Yeah, that's my point. If you don't have these things, what leads you to believe that you are remarkable, amazing, or just plain spectacular? It sounds to me like if you don't have more than a résumé, you've been brainwashed into compliance. Great jobs, world-class jobs, jobs people kill for - those jobs don't get filled by people e-mailing in résumés." (Linchpin, p73)

Case Study: Charlene Li

• Co-author of bestselling book ‘Groundswell’ (Amazon top 10 business book 2008)

• Voted most influential woman in technology 2009 by Fast Company magazine

• Author of ‘Open Leadership’ (2010)• Formally an analyst at Forrester Research, now runs

Altimeter Group• Charlene Interview (6 mins)• Charlene presentation (2 mins)

www.open-leadership.com

Marketing Plan for Open Leadership

• Contacts with 1000 influential business and tech industry bloggers – encourage them to review pre-publication

• 5 city book tour (USA and Canada)• 2 million email contacts• 43000 twitter followers, 45000 Facebook friends, 12000

blog subscribers• Endorsed by ‘names’ such as Seth Godin, Marshall

Goldsmith, Rosabeth Moss Kanter, Chris Anderson• Webinar series • Free chapter/model downloads from website

@lisaharris #CIMbrandyou

Crush It

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Gary Vaynerchuk

• Gary's slideshare presentation• Gary Vaynerchuk Video (10 mins)• “Crush it” reached top 200 on Amazon.com• Gary’s advice - choose your medium based on

your DNA:– Introverted? Start with writing– Extraverted? Try podcasts – Animated? Utilise video

@lisaharris #CIMbrandyou

@lisaharris #CIMbrandyou

For a comprehensive set of resources on personal branding:http://www.personalbrandingblog.com

@lisaharris #CIMbrandyou

References• Harris, L. and Rae, A. (2010) “Building a personal brand through

social networking” Journal of Business Strategy• Prensky, M. 2009. H. sapiens digital: From digital immigrants and

digital natives to digital wisdom. 5 (3). http://www.innovateonline.info/index.php?view=article&id=705

• Schawbel, D. (2009) Me 2.0: Build a Powerful Brand to Achieve Career Success

• Vaynerchuk, G. (2009) Crush It!: Why Now is the Time to Cash in on Your Passion

• Godin, S. (2010) Linchpin: Are you indispensable? How to drive your career and make a remarkable future

• Brogan, C. and Smith. J. (2009)Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust

• Mayfield, A. (2010) Me and my Web Shadow

@lisaharris #CIMbrandyou

Useful Guides• A blog. Plenty of good advice here:

http://www.slideshare.net/demler1/developing-your-personal-brand-through-blogging

• Twitter: – guides can be linked from:

http://www.twitip.com/personal-brand-how-to-build-yours-in-twitter– www.teachertrainingvideos.com useful beginner guides (by @russell1955)– http://www.slideshare.net/richardsedley/twitter-for-marketing-an-introdu

ction-4639213 (by @richardsedley)

• LinkedIn http://www.thewebpitch.com/social-networking/are-you-linking-in/

• Jay Foreman’s video history of London’s tube stations http://tinyurl.com/36rkt7k