1. Building Your
Professional Profile on
Social Networks
#UOSM2012
Lisa Harris, Fiona Harvey, Natasha Allden and Ivan Melendez
7th March 2013
2. 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
3. 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
4. Events
• Upcoming Digital Literacy Workshops
• Digital Literacies Conference 24th April
#sotonMOOC
• Student Digital Champions
• Curriculum Innovation
• Digital Economy USRG
• TEDx Southampton
5. 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
6. 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
8. 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
@lisaharris #CIMbrandyou
9. 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.
10. 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.
13. 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
16. 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.
17. 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
18. 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)
19. 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
22. Advice from the Guardian
• Why online CVs are essential in your job
search
– LinkedIn
– Google profile
– Twitter CV
– Visual CV
– Video CV
23.
24. Using social media to get a job
• Connect (LinkedIn, FB, Twitter)
• Collaborate (Skype, Dropbox, Google Drive)
• Create
(Wordpress, Soundcloud, Pinterest, YouTube/V
imeo)
• Curate (ScoopIt, Delicious, Slideshare)
• Lifehacker article
• Telegraph article
25.
26.
27. 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
28. Be creative
• See Ed Hamilton’s CV on Google Maps
• Jay Foreman’s video history of London’s tube
stations
• The video CV (4mins)
29. 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
30. 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.
31. 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.
32. 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?
33. 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
34. 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
35. 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
@lisaharris #CIMbrandyou
36. Relevant articles/videos
Sue 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
37. Further Reading
• The Shallows (2011) by Nicholas Carr
• The Fourth Economy (2012) by Ron Davison
• The Joy of Quiet (2011) by Pico Iyer
39. 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
46. “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
47. 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)
@lisaharris #CIMbrandyou
48. 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)
50. 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
53. 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
55. For a comprehensive set of resources on personal branding:
http://www.personalbrandingblog.com
@lisaharris #CIMbrandyou
56. 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
57. 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-
introduction-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
@lisaharris #CIMbrandyou
