A basic 30- to 45-minute introduction to using social media for career management and job hunting. Includes data on how recruiters are using Facebook, Twitter and LinkedIn, tips for making the most of LinkedIn and considerations for how Facebook may be kept person or also used for professional networking.

1. JOB HUNTING WITH SOCIAL MEDIA
Augie Ray
@augieray
August 2013
Introduction to
Social Media for Executives

2. AGENDA
From Start to Finish
1. Why social?
2. Your goals
3. Risks to Consider
4. Social Networks

3. WHY SOCIAL?WHY SOCIAL?
Credit: http://www.flickr.com/photos/horiavarlan/

4. WHYSOCIAL?
Social CEOs Perceived Better
Executives whose CEOs
are social find their
leaders to be better
communicators and
listeners, more inspiring
and more tech savvy.
Source: The Social CEO, Weber Shandwick, 2012
Which words & phrases describe your company’s CEO?

5. WHYSOCIAL?
CEOs Expect Social’s Importance to Grow
What are the most utilized customer interactions methods?
Today
3 – 5 year
Prediction
CEOs expect the
importance of social
media to skyrocket in
next three to five years.
Source: IBM CEO Study, 2012

6. WHYSOCIAL?
Recruiters Have Fully Adopted Social Strategies
Recruiter’s use of social
media and success in
finding candidates in
social media is growing.
Source: Jobvite Social Recruiting Survey, 2012

7. WHYSOCIAL?
Recruiters Check Candidates’ Social Profiles
Only one in seven
recruiters never look at
candidates’ social media
profiles.
Source: Jobvite Social Recruiting Survey, 2012

8. WHYSOCIAL?
Social is Important for Your Career
• It is altering the way people communicate
• Social media skills and knowledge are growing in
importance on the job
• Leaders who use social media are seen more
favorably
• Recruiters are increasingly using social media to
source candidates

9. WHY SOCIAL?YOUR GOALS
Credit: http://www.flickr.com/photos/tworubies/

10. YOURGOALS
Start with the End in Mind
• Your goals will determine your social media strategies
and tactics:
• Which social networks?
• Create, curate or lurk?
• Who to follow?
• How to engage?
• What information will you share?
• What tools?
• How much time?

11. YOURGOALS
Know What You Wish to Accomplish
• Set goals to guide your efforts and manage your time
• Goals may include:
• Networking with thought leaders
• Connecting with employees and peers
• Building your reputation
• Promoting your company
• Building network within targeted companies
• Education
• Competitive intelligence
• Be prepared to alter your goals as you gain experience

12. RISKS TO CONSIDERWHY SOCIAL?RISKS TO CONSIDER
Credit: http://www.flickr.com/photos/gee01/

13. RISKSTOCONSIDER
Social media mistakes can be embarrassing

14. RISKSTOCONSIDER
Social media mistakes can harm your career
Larry Johnson
NFL Running Back
Connor Riley
Cisco Recruit

15. RISKSTOCONSIDER
Recruiter reactions to topics posted
Source: Jobvite Social Recruiting Survey, 2012

16. Social Media can hurt ….
43% of recruiters who research candidates via social
media found info that caused them to decline a
candidate, up 9 points from last year. The top causes:
• Provocative/inappropriate photos/info – 50%
• Info about drinking or using drugs – 48%
• Candidate bad mouthed previous employer – 33%
• Candidate had poor communication skills – 30%
• Candidate made discriminatory comments related to
race, gender, religion, etc. – 28%
• Candidate lied about qualifications – 24%
Source: Harris Interactive/CareerBuilder, 2013

17. Or Social Media can help—it’s up to you
19% of recruiters who research candidates via social
media found info that made candidate more attractive
or solidified decision to extend offer. Top causes:
• Conveyed a professional image – 57%
• Good feel for candidate’s personality – 50%
• Well-rounded candidate, wide range of interests – 50%
• Candidate’s background information supported
professional qualifications – 49%
• Candidate was creative – 46%
• Great communication skills – 43%
• Other people posted great references – 38%
Source: Harris Interactive/CareerBuilder, 2013

18. RISKSTOCONSIDER
Protect Yourself
• Keep your goals in mind!
• Know your employers’ rules
• Search yourself
• Do not think your social communications are
protected under the First Amendment
• Know that FTC rules require material relationships
be disclosed when endorsing a product or service
• Understand privacy settings in social networks
• Consider the following, even when posting in what
you think is a private venue…

20. RISKS TO CONSIDERWHY SOCIAL?SOCIAL NETWORKS
Credit: http://www.flickr.com/photos/fbouly/

21. SOCIALNETWORKS
LinkedIn Activities and Features
• Complete your profile
• Connect with peers (bilateral)
• Follow companies (unilateral)
• Follow influencers (unilateral)
• Join Groups (may require approval)
• Create job alerts
• Watch for notifications, new
messages & connection requests
• Endorse others
• Recommend others

22. SOCIALNETWORKS
Build Your LinkedIn Network for Job Hunting
Source: Jobvite Social Recruiting Survey, 2012
Recruiters see higher
quality candidates
through employee
referrals and use
LinkedIn to source
candidates.

23. SOCIALNETWORKS
LinkedIn Profile Tips
• Upload a professional headshot
• Carefully consider your headline
• Create a custom LinkedIn Profile URL
• Thoroughly complete your summary using all
pertinent keywords
• Upload PowerPoint or other professional
documents to your summary
• Thoroughly complete your work history
• Add Skills and Expertise you have (so that others
may endorse you)

24. SOCIALNETWORKS
LinkedIn Networking Tips
• Follow people you know
• Get introduced through mutual contacts
• Join groups, contribute and connect to members
• Add LinkedIn link to email signature
• Endorse & recommend others
(and they may reciprocate)
• Cautiously request recommendations (Edit
Profile, Recommendations, Pencil icon )
• Post links and content daily
• Use Advanced People search to find peers

25. SOCIALNETWORKS
LinkedIn Job Hunting Tips
• Add Volunteer Experience and Causes
• Add Memberships in professional organizations
• Consider upgrading to a Job Seeker or Job Seeker
Plus premium account
• InMail messages to people not in your network
• View people who visited your profile
• Become a “Featured Applicant” to appear at top
of recruiters’ lists
• Access salary data on job postings

26. SOCIALNETWORKS
Search for People,
Jobs, Companies,
Groups & more
Access advanced
people search
Notifications, Message
s & New Connection
Requests
Suggestions of people
you may know
Post status updates
LinkedIn Today – news
you can use and share
Updates from your
network—news, job
changes, etc.

27. SOCIALNETWORKS
Facebook for Recruiting & Professional Networking
• Primarily a personal social network but growing in
importance for professional communications
• 50% of employers use Facebook in hiring process
• Nearly 85% of recruiters using Facebook would
recommend Facebook as a tool to other recruiters
• 44% of employers think Facebook will become
more important in talent acquisition process while
just 18% expect its importance to decline
Source: National Association of Colleges and Employers, Use of Facebook in the Talent Acquisition Process , 2012

28. SOCIALNETWORKS
Facebook: Just Personal or Professional, too?
OR

29. SOCIALNETWORKS
Choice One: Keep it Personal
• “Friend” only friends and family
• Do not connect with peers
• Ensure your default privacy setting is “Friends”
and not “Public”
• Facebook rules permit individuals to only have one
profile; some public figures and small business
owners create Facebook pages (identical to what
businesses have) to promote themselves or their
business, but this is not typical for professionals.

30. SOCIALNETWORKS
Choice Two: Use it for both Personal & Professional
• “Friend” everyone you know
• Set default privacy for “Public”
for maximum visibility or “Friends”
to control who can see your posts
• Assign work peers to one list and
personal contacts to another list
• Use Facebook’s Post
Privacy Setting to
direct status updates
to specific lists of people

31. SOCIALNETWORKS
If you use Facebook for professional networking…
• Keep in mind you will be
exposed to peers’ activities
you may prefer not know
• You may choose to suppress
or diminish individuals’ posts
in your news feed
• You can create or join Facebook
professional groups, but this
functionality is best for small sets of people
• Be cautious about what you “like!” Others may see
activities in news feeds or Facebook graph search

32. SOCIALNETWORKS
Twitter Best Suited for Social Broadcasters or Lurkers
• Great for monitoring thought
leaders and news sources
• Create lists to make
monitoring easier
• Generally, all tweets are available to general
public, so Twitter is best used for those who care
to broadcast to a wide audience
• You can follow Twitter accounts that broadcast job
openings for specific employers or within different
geographic areas

33. SOCIALNETWORKS
Other Social Tools for Professional Networking
• Blogs: WordPress & Blogger offer free blogs; great
way to build reputation—but only if you maintain it!
• Ning: A fee service to create your own professional
social network
• Quora, Medium, Google+, Klout, Kred: More
nascent social networks and tools that may develop
into serious professional networking offerings
• Buffer App, HootSuite, Tweetdeck: Tools for
managing and scheduling social media posts.
• Flipboard, paper.li, TweetedTimes.com: Content
discovery tools based on your social networks

34. SOCIALNETWORKS
Professional Social Media Tips
• Set time aside at daily to monitor accounts, reply
and comments to posts and share/retweet items
of interest
• Don’t just broadcast--follow and engage with
other accounts to build your network and create
relationships
• Do not begin to connect with others until you have
posted a dozen or more times—this allows others
to see the topics you share and encourages them
to follow
• Never post angry or frustrated. If you have a doubt
before posting, don’t post!

35. Q&ARISKS TO CONSIDERWHY SOCIAL?Q&A
Credit: http://www.flickr.com/photos/mdpettitt/

36. RISKS TO CONSIDERWHY SOCIAL?THANK YOU
Credit: http://www.flickr.com/photos/wwworks/
Augie Ray
@augieray
http://www.linkedin.com/in/augieray/