An overview of how immigrant serving agencies focused on employment, and immigrants themselves, can use tech and social media strategically in the job search and career planning. Emphasis on core settlement sector values, strategy, demographics, some innovations and examples from other organizations.

1. Social Media & Employment
Marco Campana
Maytree
@maytree_canada

2. Agenda

About You: Core Values

The job search is the job search

Why social media?

It's not about the tech!

What's your strategy?

Of course it's about the tech!

Small, informed steps

3. Operating Vision
» Immigrant Services – clear entry
points/access to services/multi-
channel
» Multi-service locations/province-wide
coverage/services mobile and dynamic » Common Contract – Outcome
Based Performance
» Flexible funding model to support
innovative and dynamic
Client Perspective – programming
Continuum of services; no » Capacity building
eligibility gaps; alignment with » Report results and trends / needs
core programs (e.g. health,
education, housing, employment)
Service Provider Perspective –
Strategic partnerships with other service
providers/responsive to emerging needs
» Deliver immigrant services Local needs addressed through local
planning and community-wide
based on defined client needs &
coordination (LIPs, RNEN, Local Labour
outcomes
Market Planning tables)
» Refer to other support services
as required
» Manage provider relationship Gov Perspective –
» Monitor performance Government priorities; oversight and
» Develop streamlined processes policy development
to support integrated service
delivery
3

4. 12 Core Values of Settlement Work
1) Services are accessible to all who need them.
2) Services are offered in an inclusive manner, respectful of and
sensitive to diversity.
3) Clients are empowered by services.
4) Services respond to needs as defined by users.
5) Services take account of the complex, multifaceted,
interrelated dimensions of settlement and integration.
6) Services are delivered in a manner that fully respects the rights
and dignity of the individual.
Canadian Council for Refugees

5. 12 Core Values of Settlement Work
7) Services are delivered in a manner that is culturally sensitive.
8) Services promote the development of newcomer communities and
newcomer participation in the wider community and develop
communities that are welcoming of newcomers.
9) Services are delivered in a spirit of collaboration.
10) Service delivery is made accountable to the communities served.
11) Services are oriented towards promoting positive change in the
lives of newcomers and in the capacity of society to offer equality of
opportunity for all.
12) Services are based on reliable, up-to-date information.

6. Client Bill of Rights
1) Anonymous and/or confidential access to information.
2) Be empowered to the extent possible.
3) Assistance based on the inquirer's personal value system.
4) Treatment based on respect and sensitivity to cultural,
generational and age/disability related differences.
5) Self-determination and the opportunity to access the most
appropriate service available in the human services system.
6) Accurate and comprehensive information about services.
7) An appropriate level of support in obtaining services.
8) A grievance procedure if they feel they have not received
satisfactory service.
Alliance of Information & Referral Systems

7. The Job Search is the Job
Search
Not much has changed.
CERIC Research (2011):
We rely more on personal connections than on-line
networks for job leads.
The use of social media for job search purposes is not
widespread among Canadians.

8. Research on Marketing Employment
Information to Immigrants: Key Questions
• Where do immigrants get employment information?
• What demographic characteristics of immigrants
determine their level of awareness of employment
information or settlement information in general?
• What are the media habits of immigrants?
• What media channels have been used to market
employment information to immigrants and how
effective have they been?
• How could employment information be better
channeled to immigrants?

9. Major Trends
• Family and friends have continued to be a major source of
employment and settlement information for immigrants
• Peer and Informal networks are important
• Immigrant employment outcomes depend on source of
employment information
• Internet is evolving as a key source
• In-language media is a priority channel
• Lack of translated materials
• Immigrants trust ethno-cultural media
• Little employment information is being channeled thru traditional
media, even less thru ethnic media
• Traditional advertising is still very effective
• Employed immigrants are looking for employment information
• Women immigrants are under informed, fare worse than men
• Cultural demographics matter regarding media/tech access

10. Five uses of the internet for "job-hunters" or
"career-changers"
Gathering information and doing research
Making contacts with people who can help find
information or help provide leads to getting an
interview
Getting some limited, self-help style job-hunting help
or career counseling
Searching for job vacancies, listed by employers
Posting a resume

11. Considerations
Too Much Information, Not Too Little
One of Many Job Search Tools
Limitations
Staying Focused
Getting Familiar Yourself
What do you need to know in order to
best serve your clients as they make
use of Internet technology in their job
search?

12. Why Social Media?
It’s happening
now.
With or without
you.
The people you
want to reach are
already using it.

13. Internet use among
newcomers
“Among people born in Canada, 75% used
the Internet, compared with 66% of those
born elsewhere.
However, the rate was 78% among
immigrants who arrived in Canada during
the last 10 years. Most of these recent
immigrants live in urban areas.”
Statistics Canada, 2007

16. 97,058 members
67,509 members
25,197 members
and many more, including in other languages...

17. It's Not About the Tech
• Online service is still client service. The language may be
different online, but the principles are the same.
• Connect and integrate your online work with your offline
work.
• Isolate technology from conversation. Don’t let the technology
become the conversation.
• Your online service experiences will evolve, be prepared to
evolve with them.
• Don’t just innovate, participate. Go to where your audience
already is, join them, engage them, use the technology that’s
already working for them.

18. Key Principles
• No loss of human service interaction with clients
• Minimal increase in workload for staff; instead, a
change in how we do our work with some of our
clients
• Online services must complement existing
services
• Online work must contribute to meeting client
service targets
• This is not for all clients
• Privacy and confidentiality are essential
• Maintaining a high level of client-centric service
focus

19. What's Your Strategy
Web 2.0 plan – People, Objectives, Strategy then Technology
Defining Success
Audience and Influencers
Situational Analysis

20. Strategy Questions
What do you want to do? Work with current
clients? Get new clients? Serve everyone?
How can we complement existing service
delivery to offer clients another way to get
help?
How are on-line, interactive access to and
connection with counsellors, information,
mentors and advisors, peers, and other
learning resources part of a service solution?

22. What Does Success Look
Like?
Q: What are our “SMART Goals” for
our communications efforts?
In other words, what are the concrete,
measurable ways success in our
communications, outreach, marketing
or advocacy efforts will be realized?

23. Developing Your Audience
Profile
Demographics: age; gender, ethno-cultural
background, location, income, etc.
Awareness/attitudes toward us/our issue, if any
Values: What are THEIR values/motivators? What
gets them off the couch?
Call to Action: What do we want them to do,
exactly?
Benefits: What’s in it for them? What do we offer
them?
Influencers/opinion leaders/messengers?
Pathways: main sources of information?
Eg. face-to-face, TV news, social media pathways

24. Engaging Online: 6 Step Program
1. Listen
2. Target your audience
3. Develop an active idea
4. Produce engaging content
5. Distribute your content
6. Get social
You already have what you need!
www.fenton.com/WATTA_GUIDE_FENTON.pdf

26. Of course it's about the tech!
http://www.flickr.com/photos/daveduarte/2817722169/

27. Social Media
6 Pillars
• Ease of Use (tech becoming boring, easier)
• Trusted Networks (that's you!)
• Everyone Can Publish (if you can send an email,
you can use social media)
• Actively Passive (set it and forget it – well, almost)
• Media Rich (use pictures, video to inform, educate, serve)
•Data Rich (easy to measure, drill down into various stats)

28. Your Service
Platform
You
Webinar

29. Some Sector Examples

30. eLearning
Online Video
Learning Portals

37. How much time?

38. Back to your clients
Why use the internet?
• Networking!
• Access to Current Information
• Growth of the Internet and Social Media
• Availability of the Internet
• Free Access to Information and Resources
• Geographic Reach of the Internet
• Demonstrate Leading-Edge Skills to an Employer
• Find Job Listings More Easily Using Keywords
• Company Intelligence
• Post Your Resume at No Cost

39. Innovations
• Fitzii
• Social Resume
• Skills International
• Pre-arrival orientation and service provision
• Prepare for Canada
• CIIP

40. Orgs and Funders
• Lack of control and understanding
• Banning access – social media as
waste of time
• Reportable stats (the all important
PR Card number)
• Do funders get this?

41. Small, informed steps
Reflect:
What's one useful thing you learned today?
What is still unclear?
What is one thing you will put into practice?
What is one question you still have?