Social Media & Personal Branding: You are always on the job market

Ike Brunner & Russ Shirley

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• SoMe landscape !

• Current state of job seeking & industry trends !

• Personal brand check !

• Personal branding tips & tools !

• Strategies & tactics for success !

•More tools

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OverviewWhat we will cover

Level-setting: Let’s define our scope

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Social Media Landscape

‣ What 2014 brings: • Social TV • More visual • Unbundling – niche

networks • Mobile-first planning &

social discovery apps • Anonymity/privacy issues • Data/media access (cloud) • Group/video messaging

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What the heck is the difference?!Let’s get some clarity

Adapted from original on teachthought.com

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Share secrets “anonymously”

Which are hot topics and/or popular in the App Stores?Let’s get savvy

SnapChat tumblrPinterest Hyperlapse

Yik Yak CuddlrTwitter Whisper

Photo messaging service with a self-destruct

Virtual pin-board, lets you organize and share

Allows users to post text, images, videos, links,

quotes and audio

HQ time lapse videos made by Instagram

Local bulletin board – popular on college

campuses

Online social networking service and microblogging

service

Location-based social app for setting up a cuddle

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Current state of job seeking:

Both sides have gone social !

See: http://www.forbes.com/sites/jeannemeister/2014/01/06/2014-the-year-social-hr-matters/

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Job seeking in 2014Setting the Stage

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Source: Jobvite, 2014 Job Seeker Nation Report http://web.jobvite.com/FY14_Website_JobseekerSurvey_LP.html

Job seeking in 2014Setting the Stage

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Source: Undercover Recruiter: http://theundercoverrecruiter.com/hire-perfect-grad/

Video recruiting tools

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Good resources to know for video interviews

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Source: Reppler, http://theundercoverrecruiter.com/infographic-how-recruiters-use-social-media-screen-applicants/

How important is it?SoMe in Job Seeking

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How important is it?SoMe in Job Seeking

Source: Reppler, http://theundercoverrecruiter.com/infographic-how-recruiters-use-social-media-screen-applicants/

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Source: Xpert HR, http://theundercoverrecruiter.com/social-media-trends-workplace/

Starting to see the importance…SoMe in the Workplace

Starting to see the importance…SoMe in the Workplace

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Source: Xpert HR, http://theundercoverrecruiter.com/social-media-trends-workplace/

Starting to see the importance…SoMe in the Workplace

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Source: Xpert HR, http://theundercoverrecruiter.com/social-media-trends-workplace/

SoMe has become increasingly important in the job searching, recruiting & placement processes • Transparency • Referrals • Proactive vs. reactive • Ongoing monitoring • Reduced timelines • Establish credibility, authority, network • Beyond the résumé: showcase fuller profile

See: http://open.bufferapp.com/introducing-open-salaries-at-buffer-including-our-transparent-formula-and-all-individual-salaries/

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ReviewIn summary

Beyond the résumé

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Tools to visualize content & better connect w/employers

So…you better check yourself

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Google yourself, including name variationsWhat does search say about you?

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See: https://www.backgroundcheck.org/the-google-yourself-challenge/

What does SoMe say about you?Scan for negatives

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Tool: Reppler

What does SoMe say about you?Scan for negatives

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Tool: Reppler

What does SoMe say about you?Scan for negatives

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Tool: SimpleWash

What does SoMe say about you?Scan for negatives

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Tool: SimpleWash

What does SoMe say about you?Scan for negatives

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Tool: SimpleWash

What does SoMe say about you?Scan for negatives

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Tool: SimpleWash

Building your personal brandEstablish credibility, authority & networks

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Your Best Tool: LinkedIn

Building your personal brandRemember, there is a trail…so know what it looks like

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Professional networking tools

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Apps to help build your business network

Items to consider when planning & executingPersonal Branding Key Elements

➢ Strategy/Positioning: Your strategic plan and how you will position yourself

➢ Goals & objectives: What you want to achieve short- & long-term

➢ Similar examples/inspiration: Other individuals from whom you are taking cues

➢ Channels: Quality & quantity of channels/platforms/tools you plan to use

➢ Branding consistency/content optimization/integration: How well your presence is coordinated across channels (e.g., photo, personal statement, area of expertise)

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Items to consider when planning & executingPersonal Branding Key Elements

➢ Content Calendar: Long-term plan to fill your channels with relevant & engaging content; should be at least weekly & differ by channel

➢ Measurement & monitoring: How you will monitor & measure your activity & adapt over time based on results

➢ Google results, reputation MGMT: Current Google results & where you want them to be; how you will manage your reputation while executing

➢ Defined opportunities & shortcomings: What you see as the opportunities to make an impact in your field and limitations you envision impacting your execution

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Portfolio tools

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Good resources for building portfolios

Portfolio Tools

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Good resources for building portfolios

Dos for building your personal brandPersonal Branding Tips

• Write: blog, guest-publish, tweet, contribute to groups o Wordpress, Tumblr, Medium, Svbtle, Ghost o Join & contribute to groups on LI, FB, G+, Twitter o Additional credibility: Google Authorship & Klout

• Connect: In person first, online second o LI, FB, G+, Twitter, Meetup, Eventbrite o Get endorsements & recommendations on LI

• Help: contribute to others any way you can o Connect others, share information, comment on

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Dos for building your personal brandPersonal Branding Tips

• Listen: answer questions, take advice, be available o SoMe monitoring: HootSuite, Tweetdeck

• Stay up-to-date & informed: industry news o SoMe influencers, companies, colleagues o Flipboard, Buffer, Prismatic, Pocket, Swayy o Become an editor: Flipboard, Facebook Paper, own

blog

• Show personality: not 100% professional all the time o Connect others, share information, give advice/

expertise

• Have targets/goals: connections, jobs, interviews35

Personal Branding: Let’s talk strategy & tactics

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http://www.youtube.com/watch?

v=zGxwbhkDjZM#t=25

Understand your digital starting pointWhere do you start?

1st Step Final Step2nd Step 3rd Step 4th Step

‣ Understand your positioning, level of commitment & digital landscape options

‣ Outline your goals & objectives

‣ Define opportunities & shortcomings associated with your digital plan

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Understand where you are & develop a plan to get to where you want to be

Strategize

‣ Positioning • Online identity, expertise, resource, connections

‣ Planning • Time allocation (regular monitoring, activity, responding)

‣ Efficiency • Identify best tools for your needs, time and goals

‣ Setting objectives • Define your goals & scope, keeping in mind where you are vs.

where you want to be ‣ Assessing activity

• Measure regularly for success according to plan38

Understand your digital next stepsWhat’s next?

1st Step Final Step2nd Step 3rd Step 4th Step

‣ Understand your positioning, level of commitment & digital landscape options

‣ Outline your goals & objectives

‣ Define opportunities & shortcomings associated with your digital plan

‣ Consult & review company policies

‣ Identify any legal risks

‣ Find related examples to apply to your plan

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Review any employer policies regarding SoMe, identify any legal risks and possible implications

Understand workplace context

‣ Limitations • Tools prohibited, personal vs. professional, content &

engagement lines not to be crossed ‣ Implications

• Any possible legal/professional risks ‣ Contingency plan

• Consult with other experts (in field, other employees, HR, company counsel) to ask questions and learn from others’ mistakes

• Course of alternative action (back-up plan, different tools)

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Understand your digital next stepsWhat’s next?

1st Step Final Step2nd Step 3rd Step 4th Step

‣ Understand your positioning, level of commitment & digital landscape options

‣ Outline your goals & objectives

‣ Define opportunities & shortcomings associated with your digital plan

‣ Consult & review company policies

‣ Identify any legal risks

‣ Find related examples to apply to your plan

‣ Create your personal brand according to your plan

‣ Google yourself ‣ Create SoMe

according to your plan

‣ Make sure your digital presence is owned by you

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Own & monitor your personal brandTactical

‣ Google Alerts, Mention, Social Fingerprint • Your name, personal

presentations & publications ‣ Personal Brand Assets • Your name, photo, expertise,

personal statement ‣ SEO • Include your name in as many

platform URLs as possible (e.g., slideshare.net/ yourname)

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Let’s walk through this partCheck your name’s availability in online profiles/URLs

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Let’s walk through this partCreate profiles with your brand…

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Let’s walk through this part…even if they are just placeholders

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Let’s walk through this partUse tools to help your branding & improve search results

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Understand your digital next stepsWhat’s next?

1st Step Final Step2nd Step 3rd Step 4th Step

‣ Understand your positioning, level of commitment & digital landscape options

‣ Outline your goals & objectives

‣ Define opportunities & shortcomings associated with your digital plan

‣ Consult & review company policies

‣ Identify any legal risks

‣ Find related examples to apply to your plan

‣ Create your personal brand according to your plan

‣ Google yourself ‣ Create SoMe

according to your plan

‣ Make sure your digital presence is owned by you

‣ Devote time to execute, monitor, listen & respond

‣ Engagement is key at this level

‣ Respond to questions & interact with your followers and those you follow

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Monitor and schedule your digital and SoMe platformsTactical

Flipboard GlossiFlavors RebelMouse

Buffer HootSuiteTweetDeck

Social magazine application design for the

iPad

Magazine style view of your SoMe platforms

Automated and places the focus on the content that

you share

Social listening/scheduling service that publishes to

platforms

Social listening/scheduling service that publishes to

platforms

Social monitoring/ scheduling service that publishes to platforms

Allows you to create an elegant website using

personal online content

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Swayy

Content discovery & social sharing tool

Understand your digital next stepsWhat’s next?

1st Step Final Step2nd Step 3rd Step 4th Step

‣ Understand your positioning, level of commitment & digital landscape options

‣ Outline your goals & objectives

‣ Define opportunities & shortcomings associated with your digital plan

‣ Consult & review company policies

‣ Identify any legal risks

‣ Find related examples to apply to your plan

‣ Create your personal brand according to your plan

‣ Google yourself ‣ Create SoMe

according to your plan

‣ Make sure your digital presence is owned by you

‣ Devote time to execute, monitor, listen & respond

‣ Engagement is key at this level

‣ Respond to questions & interact with your followers and those you follow

‣ Assess successes & failures

‣ Simple measurement

‣ Tool effectiveness ‣ Community

responsiveness

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Measure your activitiesTactical

‣ Google Analytics • Measure website & SoMe

‣ HootSuite • Measure success of tweets

‣ Facebook Insights • Measure success of posts

‣ TailWind • Measure reach of Pinterest

‣ Simply Measured • Measure all SoMe in one place

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Keep up with trends, tools, new platforms, mergers, etc.Resources

eMarketer re/codeMashable Forrester

Google Apple TechCrunch

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TheNextWeb

Questions?

‣ What did we miss? !

‣ How much was new to you? !

‣ What do you want to know more about? !

Contact Ike at isaac.brunner@wright.eduContact Russ at www.linkedin.com/in/russshirley

Thank You!51