SOCIAL MEDIA AND YOUR BRANDHow to use social media in your job search

Presented to TRCA’s M2P Program on August 28th, 2012By Heather Briggs of Briggs Strategy

PART 1: WHY ARE WE HERE TODAY TALKING ABOUT SOCIAL MEDIA?

SOCIAL MEDIA ISN’T GOING AWAY ANYTIME SOON.

THE STATS

• 62% of adults worldwide now use social media• 65% of the world’s top companies have an active Twitter profile• LinkedIn has grew by 45% from January 2011 – January 2012• LinkedIn in Canada = 5.1 million users, Linkedin in US = 58.5 million users

PUSH ERA = SHOUTING FOR ATTENTION (INTERRUPTION MARKETING)

PULL ERA = AN INVITATION TO HAVE YOUR ATTENTION

(PERMISSION MARKETING)

PERMISSION MARKETING

• Anticipated – people look forward to hearing from you• Personal – the messages are directly related to the individual• Relevant – the content is about something the prospect is interested in

INTERRUPTION MARKETING – JOB SEARCH

Handing out 1000’s of resumes, knocking on doors, cold calling, using cluttered and saturated job search engines

PERMISSION MARKETING – JOB SEARCH

Developing a personal brand, having online profiles, building professional contacts and networks, creating

content that draws people to you and your skills/interests

“Personal branding includes your professional reputation, online image and personal characteristics such as your work style, community engagement and worldview. It incorporates the particular skills, talents and areas of expertise you’ve cultivated.”

WHY BUILD A PERSONAL BRAND?

• It will differentiate yourself from other job seekers• It can give you a professional voice in your industry• It can help you become known as an expert in your

field• It can help you be found by recruiters and HR people• It helps people understand who you are - People

hire people, not just skills• Stay busy, stay focused, have some fun while you’re

at it

WHAT TO THINK ABOUT?

• Your work history • Your education• Your passions, interests and hobbies• What problems do you love to solve• Your personality traits• What people tell you you’re good at• Your culture and heritage

TAKE 5 MINUTES RIGHT NOW.

1. How would your colleagues describe your strengths?2. In the past, on what issues were you the go-to person

in your organization?3. What do you know more about than most people?

PART 2: TAKING YOUR PERSONAL BRAND INTO SOCIAL MEDIA

Understand the principles of social media Talk, Listen, Energize

TALK

• It is what you say, give and put out into the world• Ask questions, offer advice, share information and

expertise• Talk about what matters to you most – causes,

hobbies, interests (in and out of work)• Be generous – what do you have to give• Videos, blog posts, updates, resources and links

LISTEN• Don’t forget a conversation isn’t just one sided• Find and follow companies, recruiters, job search

resources• Listen to future potential employers – what do they

say, what is relevant to them, do they post jobs via Social media

• Use tools - @ replies, alerts, searches, newsfeeds, tags, groups,

ENERGIZE• Join the conversations happening in groups or on

Twitter• Join the groups in LinkedIn and participate• Network with like-minded people on and offline• Get recommendations on LinkedIn• Start your own groups if you feel there is a need

PART 3: THE TOOLS LINKEDIN AND TWITTER

WHY LINKEDIN?

• Network with groups and associations• Get recommendations• Build your resume and keywords• Research companies you want to work for• perform daily job search• Get found by recruiters

WHAT MAKES A LINKEDIN PROFILE POWERFUL?

#1 PROFESSIONAL PHOTO

#2 ATTENTION GETTING HEADLINE – I’M LOOKING FOR A JOB

#3 COMPLETE EXPERIENCES, KEYWORD RICH

#4 CONNECTIONS, WEBSITES AND CUSTOMIZED URL

#5 COMPELLING, INTERESTING SUMMARY

#6 CLEAR CALL TO ACTION

#7 GET RECOMMENDATIONS

WHY TWITTER?• Network with like-minded people• Share expertise • Stay on top of current topics and trends • Follow companies you are interested in • Develop your professional voice and reputation• Tap into advice and resources on a variety of topics

WHAT MAKES TWITTER WORK?

#1 YOUR BIO – NEEDS TO BE 160 CHARACTERS

#2 FOLLOW PEOPLE BASED ON INTERESTS

#3 UNDERSTAND #HASHTAGS

#4 LINK YOUR UPDATES WITH LINKEDIN

#5 USE LINK SHORTENING TOOLS TO TRACK AND CREATE CONTENT

IN CONCLUSION

• Set realistic goals• Practice makes perfect

• Be professional and proactive• You are adding a new skill

•Have fun

Thank you.

briggsstrategy.comfacebook.com/briggsstrategy

Twitter.com/heathrbriggslinkedin.com/heatherlaurenbriggs

Resources:

• http://www.linkedin-makeover.com/linkedin-profile-samples/• http://blog.linkedin.com/2012/06/26/personal-brand-on-linkedin/• http://mashable.com/2009/07/27/linkedin-personal-brand/• http://socialmediatoday.com/496832/how-linkedin-works

•http://socialmediatoday.com/chuckhester/615106/businesslink-how-effectively-use-linkedin-just-15-30-minutes-day?utm_source=&utm_medium=&utm_campaign

=• http://video.forbes.com/fvn/tech/km_careerchick020909

LinkedIn profiles and companies:

People:- http://www.linkedin.com/in/caustan

- http://www.linkedin.com/in/chrisrickett

Companies:- https://www.linkedin.com/company/enermodal-engineering

- http://www.linkedin.com/company/10048?trk=tyah- http://www.linkedin.com/company/stantec?trk=extra_biz_viewers_viewed

- http://www.linkedin.com/company/aecom_15656?trk=extra_biz_viewers_viewed - http://www.linkedin.com/company/snc-lavalin_2?trk=extra_biz_viewers_viewed

- http://www.linkedin.com/company/96034?goback=%2Efcs_GLHD_summerhill+group_false_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2&trk=ncsrch_hits

- http://www.linkedin.com/company/1011922?trk=tyah

LinkedIn groups:

Groups:- http://goo.gl/Qw3vm (LEED Accredited Professionals)

- http://goo.gl/IGepm (Building Science Community) - http://goo.gl/wfdPd (Feed-In-Tariff Ontario) - http://goo.gl/U8ksa (Green Professionals) - http://goo.gl/SI92z (Green Drinks Toronto)

- http://goo.gl/Bb98V (The Green Pages) - http://goo.gl/1CWQq (Green Building Connect)

Who to follow on Twitter:

@M2PTRCA @HelloToUniverse

@WorkCabin@EarthRangers

@environmentont@greenjobsforum

@Ont_ECO@GEOntario

@NatureCanada@OntarioNature@WaterfrontTO

@CdnEnergyEffic