BEYOND EXISTING: Leveraging Social Media to Benefit

Students, Alumni & Employers

NYSCEEA 2012 Conference

Monday, October 15, 2012

04/08/2023 2

• Nationally ranked research university offering more than 50 comprehensive programs in business, engineering, science, liberal arts, health sciences and environmental studies at the undergraduate and graduate level

• The Clarkson School, an early college entrance program

• University Honors Program for highly gifted students from all majors

• International reputation in the fields of advanced materials science, biotechnology, environmental and energy, entrepreneurship and global supply chain management

• 3,500 undergraduate and graduate students and 270 faculty

• 19 varsity sports: two Division I (Men’s and Women’s Hockey) and 17 Division III

• Located in Potsdam, N.Y., the quintessential college town with four higher education institutions within a 10-mile radius, at the foothills of the Adirondack Mountains

Clarkson Facts

04/08/2023 3

Clarkson’s Career Center

04/08/2023 4

Social Media History

Quantifier Before After

Facebook July ‘09 – Dec. ‘11 Jan ‘12 – Present

Friends: ~32 341

Likes: ~147 545

LinkedIn Feb ‘10 – June ’11 July ‘11 – Present

Groups: 1 2

Members: 58 543, 508

Twitter Feb ‘10 – June ’11 July ‘11 – Present

Followers: ? 179

Presence without a purpose… before and after

04/08/2023 5

Note worthy

91.5% of Likers are under the age of 34

Likers represent 20 countries

6

Strategy – Slow Growth

• Façade w/ emphasis on opportunities

• Student focused

• Informal & fun

• Mix of information

• Push content

• Professional in nature

• Target audience – recruiters and alumni

• Students – secondary

• Engage

Honorable Mentions:

KnightLinkSocial Media

7

Account

8

Page

Facebook Initiatives

1. Brand Proposition – Fun information & educationalCreate the relationshipEvents & articles (fun, student focused)

2. Brand Promise – The 50% partner Job & internship spotlights, relevant events, etc. Polls (pull to keep fresh)

3. Brand Experience – Audience focused Handouts, digital signs, friends of friends Mysterious “Friends Only” Events – Etiquette messages

Dress for Success – 40+ attendeesDining Etiquette – 16 attendees (first “15”)

04/08/2023 10

Employer Newsletter

Poll

Article

04/08/2023 11

Article

Events

04/08/2023 12

Press Releases

“Placement” Info/ Congrats

04/08/2023 13

LinkedIn Initiatives: Mentoring

Who: • Connect Clarkson students and alumni

Why created? Why LinkedIn?

What: • Encourage direct messages and discussions (pre-populate

some)

Got Alumni? • Advertised through Alumni Chapters, Alumni LinkedIn Group, Career

Fair, Alumni Reunion, Newsletter/Mailing• IBM Consultant-Student matching

Got Students?• Clarkson University clubs, organizations, sports• Training NOT required, materials provided

Combine with Alumni 5,000+ Group?

15

Offering Advice

Encouragement

Networking

16

Networking

Seeking Advice

Article / Education

LinkedIn Initiatives: Career Center

Who: • Connect Clarkson students, alumni & employers

Why: • Increase employer awareness, encourage

discussions & career exploration

What: • Post jobs, share employer focused articles, keep

recruiters abreast of university events & trends, facilitate discussions

18

Job Posting

Videos

Off Campus - Job Search -

On Campus

19

Events

How?

• Social Media Interns (2)– Facebook– LinkedIn

• 2 hours, twice a week• Staff feed content/articles occasionally

Outcomes

Applications

55%

Workshop Requests

89+Appointments

34.5%

21

On the Horizon

• “Recruit the recruiters” in LinkedIn• Transition Facebook users to LinkedIn• Facebook “Tip of the Day”• Blogging• .• .

22

Design your strategy

Design/Strategy

• Do we need social media?

• What purpose does it serve?

• What are our desired outcomes?

• How does it fit within operations or strategic plan?

Implementation/Tactics

• Research & review options and others

• Administration & staffing

• Goals and measurement

• Remaining relevant

• Focus on moderate growth

23

04/08/2023 24

Get Connected

Friend: Golden Knight

Like: Clarkson University Career Center (page)

Join: Clarkson University – Career Center (group)

Join: Clarkson University Mentor Program (group)

Connect: http://www.linkedin.com/in/karlafennell

Follow: @cucareer

Karla Fennell: kfennell@clarkson.edu 315.268.6477