Social Media Basics for Job Search

Using Social Media to Stand
Out in the Crowd

Mike Ellsworth
Social Media Performance G
S i l M di P f Group
www.SocialMediaPerformanceGroup.com

About ME
• LinkedIn user since June 16 2003 6
16, 2003,
weeks after it debuted
• Networking online since the 80s
• 15 years at Nielsen Co.
• 6 years as IT strategy consultant
• 3.5 years at State of Minnesota
y
– Program Director of CareerOneStop
• But here as a citizen and
entrepreneur
Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved

Finding a Job During a
Recession
• Remember that jobs are still out there

• K
Keep networking
t ki

• Use your family network wisely

3 Connection

Finding a Job - Offline
• Rework your resume
– Make it keyword rich – more later on that
– Talk about what you DID, not what you were
DID
responsible for
– Always include outcomes – “grew sales
grew
to $1B”
• Post it everywhere
– I still get queries from resume postings
that are years old
4

I don’t think we’re only offline anymore . .
.


Finding a Job - Online
• “For every 1 470 resumes there’s 1 job
For 1,470 resumes, there s
offer made and accepted”
– Richard Bolles bestselling author
Bolles, author,
What Color is Your Parachute?

• In 2008, only 12% of jobs came
from job boards

7
Copyright © 2009, StratVantage Consulting, LLC

Finding a Job - Approach
• Top Goals for Online Networking
– Create a community of contacts who can
recommend you and connect you
– Conduct research on employers
– Expand your job search to new markets

– Create a higher profile and
build your personal brand

8

Managing Your Online Brand

• Don’ts (rules apply for all online media)
( pp y )
• Badmouth current/previous
employer/colleagues
• M ti you’re on a j b search if your present
Mention ’ job h t
employer isn’t aware
• Write or post anything you wouldn’t want
wouldn t

o Your own family to see

o To see on a billboard

o To be published on the front page
of the Wall Street Journal

What Employers Look For
Online
• Background supporting job qualifications
• Demonstrated fit for culture
• Profile was creative
• Great references posted
• Professional image portrayed
• Honors/awards received and highlighted
• Demonstrated a wide range of
interests

10

So That’s What You Must
Provide
• Make sure all your online information:
• Demonstrates your background and
qualifications
• Demonstrates your ability to fit in
• Shows creativity
• Includes references and testimonials
• Is professional
• Highlights honors/awards
• Demonstrates wide range of
interests

11

How to Find a Job

Source: Jeremiah Owyang
www.web-
strategist.com/blog/category/jo
b-survey/

Finding a Job – People Search
• Job search is now “people search”
people search
– Name the top companies you want to work for
– Find people who are employed at those
companies
– Network with them, form a strong relationship
them
and they perform the job search for you.

Dan Schawbel, PersonalBrandingBlog.com

Finding a Job – People Search
• In fact, many employers avoid posting
fact
jobs

• They search job boards and LinkedIn
instead

14

What is Social Media / Social
Networking?
And Why Should You Care?

What Social Media Is Not
Social Media is Not:
• A Fad
• F Kids
For Kid
• About the Tools
• About the Techniques
• A Numbers Game
• A Replacement


What Social Media Is
Social Media is:
• Relevant to job search
• F Everyone
For E
• About Creating Conversations
• About Strategy
• About Planning and Execution
• About Creating Relationships
• ASSupplement to Existing Techniques
l t t E i ti T h i

Social Media Approach - Tools


Social Media Approach – Strategic


Social Media Success Stories
Sales - Trissential and Cargill
• $12M vs. $120B
• L
Local vs. Gl b l
l Global
• Told not to waste time trying
to become a vendor
• They actually laughed at him!
y y g


Sales - Trissential and Cargill
• Sales guy connected with Cargill
employees on LinkedIn
• Met with these contacts when there was
no opportunity in sight
t it i i ht
• One day, Cargill contacted him to meet
• 9 months of social networking produced
sales agreement with Cargill
g g

I got my current job position thanks to
LinkedIn
LinkedIn has provided me the following benefits:

1. Using LinkedIn I have gained a straightforward access
to
t some of the brightest minds worldwide
f th b i ht t i d ld id

2. I have enjoyed great visibility, a positive reputation
and recognition of the LinkedIn community, when I have
assumed as part of my personal branding strategy a
collaborative attitude by being active in LinkedIn
Answers

LinkedIn

5. LinkedIn has provided me the rare, but valuable
opportunity of getting in touch with professionals
t it f tti i t h ith f i l
belonging to multiple disciplines and to different cultural
contexts.

8. Being a credible and trustful networker, helping to
others to solve their problems or doubts being sincere doubts,
are important factors to build mutually beneficial
relationships

LinkedIn

9. LinkedIn has been a fundamental resource in building
a positive reputation as a collaborative and
iti t ti ll b ti d
knowledgeable member of the networked community
and has enforced my own personal branding strategy.


Job Research
I got my current role through LinkedIn. I was based in the
UK and was about to be offered by 2 different firms here
in Brisbane. I didn't have the opportunity to meet either
of the firms and therefore looked up people on LinkedIn
who had previously worked for one or both of the firms
firms.
I made contact with them to get references on the firms
and one of these people said his current company was
hiring and that they had a London office so I could go
and meet the UK directors and get a feel for the firm.
They turned out to be a much more suitable organisation
than the other 2 and I have no been working here for
over 15 months.

Hiring
• I am part of talent acquisition team and hired candidates
across all levels in all geographies through networking
sites.
• I feel LinkedIn and Facebook both are very effective tool
not only for hiring as well as for business development development.
These websites play a critical role in employer branding.
We created 2 groups on LinkedIn and 1 corporate
Webpage on Facebook.
• We also engage prospective employees through these
networking sites and highlight our work culture culture,
achievements and events. It is the most economic
source for hiring.

You are part of a marketplace.

You need to stand out

The Big 3
• We’re mostly going to talk about the
We re
Big 3 of Social Media


Why Use LinkedIn?
• It’s a professional social networking site . .
It s

• For professionals

• 55 million of them


Who is On LinkedIn?


Top LinkedIn Tips
• Ensure your personal profile is complete
and create a company profile
• Search competition customers prospects
competition, customers,
• Follow Just Joined
• Ask and Answer Questions
• Join Groups
p


Ensure Profile is Complete
• Users with complete profiles are 40 times
more likely to receive opportunities
through LinkedIn

• G t recommendations
Get d ti
– Ask your customers


Create Your Profile
– Current and past position – complete
– Education – complete
– Photo – just you, taken by a pro
you
– Nickname or maiden name – for search
– Summary – more on this
– Websites – all of them
– Interests – be careful
– Email addresses – all of them
– NO TYPOS!

Profile Contents
• The more info the better
• Use industry-specific keywords
• U acronyms AND spell th
Use ll them out
t
– Searchability
– Keywords, keywords, keywords!
– Google your competition to find good
keywords
– Search your competition on LinkedIn


Create Your Profile
• Make your profile public
– Can be found on Google!


Your Professional Headline
• Pay particular attention to your
Professional Headline


Top LinkedIn Tips
• Search competition, customers
competition customers,
prospects
• F ll
Follow J t J i d
Just Joined
• Join Groups


Searching on LinkedIn
• LinkedIn free account limits search
viewing to 100 results
– Search for prospects
– Search for companies
• U quotes around search
Use t d h
terms for example
“produce b
“ d buyer”, “ i president”
” “vice id t”
• Use OR to combine searches
“buyer" OR “retailer”

Three Degrees of LinkedIn

1st 1 st
3 rd
2 3 rd
2 nd
3 rd

1 st

1 st
2 nd
3 rd

Peter Winer Chris Brogan
3 rd Guy Kawasaki

1 st
1st
2 nd
2 nd

3 rd

2
nd
3 rd

1 st


Search Companies
• Search
• Or Browse
Industries


Power Tool: Google
• LinkedIn limits searched to 100 results
• site:www.linkedin.com YOUR
KEYWORDS HERE and LOCATION
-directory Excludes company directory

• F example:
For l
• site:www.linkedin.com
developer and
Minnesota -directory


Top LinkedIn Tips
• Join Groups
p

52

Finding and Joining Groups
– Enter pretty much any keyword, and you’ll find
you ll
a group
– A great way to connect to p p outside y
g y people your
3 degree network


Twitter and Facebook
– They’re not for kids
They re
– Major companies are using both for:
• Recruiting
• Marketing
• Customer Service


Twitter


Who s
Who’s Using Twitter?


Twitter Glossary
• At Reply or @reply - a reply to another user
• DM – direct message
• Failwhale – graphic that appears when Twitter is
over capacity
• Hashtags or # – marking a word as a keyword
• Retweet (or RT) – repeating another’s tweet
• Tweet – sending a Twitter message
• Tweetbacks – similar to blogging pingbacks
• Twitterverse – the Twitter community
• Tweeps – your peeps (not Twits!)

How to Use Twitter – Generally
• Don’t Use the Web Site – About 70
Don t
percent use free programs for PC or
cellphone,
cellphone especially iPhones:
– TweetDeck – desktop Twitter reader
– Twhirl – desktop Twitter reader
– Twitterific – desktop Twitter reader for Mac
– Twitterfeed – feed your blog to Twitter
– Seesmic – post and follow Twitter and
Facebook
Adapted fromStratVantage Consulting, LLC. All for Twitter:
Copyright © 2010,
David Pogue’s Rules Rights Reserved
www.zudfunck.com/zudfunck/2009/03/david-pouges-rules-for-twitter.html

Twitter Tools
• http://twitturly.com/ = Crowd sourcing of URLs
being talked about on Twitter
• http://whoshouldifollow.com = recommendations
p
on who is Tweeting things you might be
interested in
• http://www.nambu.com/
• TweetDeck.com & Nambu = Twitter organization
software
• iTwitter = iPhone application that will allow you
to Tweet from your phone

How to Use Twitter – Generally
• You Don’t Have To Read All The Tweets —
Don t
Nobody has the time to read all the tweets
from more than about 30 people — at
least, nobody with a life

• Use search.twitter.com to find messages
on certain subjects
t i bj t


Update Your Status
• Update your
status to tell
everyone
what you’re
do g
doing


Searching on Twitter
– Twitter recently added a
decent search to Website
– Also added Trending Topics
g p


Use Hashtags
• A way to tag a word as a keyword
• Precede the word with a #
– #j b
#job
– #engineer
• Often used to group tweets during or
about events
– #smbmsp – Social Media Breakfast
• More specific than j
p just using a
g
regular keyword

“Communities already exist. Instead, think about how you can
y , y
help that community do what it wants to do”
Mark Zuckerberg

Why Use Facebook?
• Not just for kids any more
– The number of new members over 35 keeps
doubling
– Median age is now over 25
– Second largest single group:
35 to 44


Why Use Facebook?
• Not just for kids any more
– Women over 55 remain the fastest growing
group
– Slightly more members between the ages of
45 and 65 than 13 to 17


Why Use Facebook?


Decide How You Want to Use
Facebook
• First make a decision whether to keep
First,
Facebook social
– Some keep Facebook social and use other
networks for job seeking
– Others combine social and professional use


Use Facebook Professionally
• Make sure your profile is professional
– No beer barfing pix
– Only information you want business contacts
or prospective employers to see
• Create a simple profile using minimal
graphics and widgets


Use Facebook Professionally
• Post content relevant to your company job
company,
search or career
• Use Facebook email to build relationships
with your Friends
• Ch
Choose your F i d wisely
Friends i l
– Friends can see information about your other
Friends in
F i d i your P fil
Profile


Consider Answers Carefully


Update Your Status
• Update your status to tell everyone what
you’re doing


Link Your Status
• Now you can link your Facebook status
with Twitter
• Everything you tweet is dumped to your status
• www.facebook.com/apps/directory.php?app_t
ype &catego y 0
ype=1&category=0


Writing on Walls
• All messages are viewable by others


Join Facebook Groups


Power Tool: Professional Profile
www.facebook.com/apps/directory.php?app_type=1&category=0#/apps/applicati
on.php?id=24265472995&ref=appd


Join Networks
• Join your local network
• www.facebook.com/networks/networks.php


On Beyond the Big 3
• There are thousands
of social media
networks
• Chances are good
you can find one
you’ll like


Questions?


Thank You!
More In Depth Training from Linked InSolutions
In-Depth
• Linked In or Left Out: Using LinkedIn and Twitter
to Find a Job – 3-hour Workshop p
• LinkedIn for Job Search Basics – 1 hour Webinar
• Using Social Media for Business – 90-minute
90 minute
Webinar
• Using Soc a Media for Recruiting – 90-minute
Us g Social ed a o ec u t g 90 ute
Webinar


Thank You!
You are welcome to connect with me:
• Mike Ellsworth
• Twitter: @MikeEllsworth
• LinkedIn: www.LinkedIn.com/in/MikeEllsworth
• Facebook:
www.facebook.com/MichaelJEllsworth
• Google Mike Ellsworth and check the bottom of
the first page
• MikeEllsworth@SocialMediaPerformanceGroup com
MikeEllsworth@SocialMediaPerformanceGroup.com
• 952-373-1006 LLC. All Rights Reserved
Copyright © 2010, StratVantage Consulting,

Thank You!
• Linked InSolutions Facebook Page:
bit.ly/mRREZ
• Social Media for Job Search LinkedIn Group:
p
bit.ly/otzeF
• Social Media Performance Group:p
http://bit.ly/smperformance
• Linked InSolutions: www.LinkedInSolutions.com
• Mike Ellsworth’s Blog: www.FutuRANT.com


Social Media Basics for Job Search

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