Using Social Media toAttract Opportunity

Networking to Get Your Clients Working

Presented by: Robyn GreenspanEditor-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• What are Social Networks?• 5 Reasons• The Unpublished Job Market• Where Do Your Clients Want to Be?• Digital Dirt• Online Presence• Reputation Building/Executive Branding• Open Spaces• Closed Networks• Searching,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The Unpublished Job Market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

The Dirty Facts

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

Attention Attraction Participation

• 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’sExecutive 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

Zappos JetBlue

Marriott Comcast

Wachovia Best Buy

Starbucks Dell

Kodak EMC

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