how to make social media work

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  1. 1. Your Career Insurance Policy: Making social media work for you
  2. 2. 2 Your Career Insurance Policy: Making social media work for you Social media collides with almost every part of our lives from announcing breaking news and managing party invitations, right through to the way we search for work. There was once a mind-set that some social platforms were for professional life, and others were for social life, but the reality is, they are beginning to blend. There are hundreds of social media platforms in existence but do you know how to use social media to boost your professional profile and raise awareness of your specific skills and expertise with the right people? If not, read onthis is now a core skill you simply must have. Keys to Social Success: check list Be Authentic: be who you are, be honest because social crowds can spot a fake from a mile Be Relevant: think about the content that is being shared and if the platform works for you Be Consistent: candidate cant put professional foot forward on LinkedIn; then be swearing on Twitter, and have drunken photos on Facebook Be Appropriate: only say the things that you would talk about in an interview Be Connected: who you connect with, and what you say, matters; not just about what/who you know, but who you are linked to; you can tell a lot about a person by their friends. 93% of recruiters use LinkedIn to source talent Social media is no longer on the rise in the recruitment world it is the norm Twitter is the go-to for more than half (54%) sourcing talent One in four recruiters surveyed had successfully sourced a candidate on Facebook have hired this way 89% 54% LinkedIn continues to dominate social recruiting at 93% adoption, while 66% use Facebook. Two-thirds of companies are offering incentives for their staff to get involved with referring hires. Source: Jobvites fifth annual Social Recruiting Survey
  3. 3. 3 Introduction Social media collides with almost every part of our lives from announcing breaking news and managing party invitations, right through to the way we search for work. There was once a mind-set that some social platforms were for professional life, and others were for social life, but the reality is, they are beginning to blend. From Facebook, to Twitter and LinkedIn, many of us are already using social media to connect with recruiters and potential employers, but using it to your professional advantage can, and often does, take a little practise. There are hundreds of social media platforms (sites) in existence and given how prominent social media is, it is likely you are already using some of them, but do you know how to maintain your professional social reputation, for the long term? Do you know how to use social media to boost your professional profile and raise awareness of your specific skills and expertise with the right people? If not, read on this is now a core skill you simply must have. The leading social sites Facebook: a giant online directory (and diary) of individuals, businesses, brands, products, and government organisations. Best for connecting with people you already have a relationship with as they will need to accept your invitation to friend (link to) them. Local sites such as Weibo in China have similar functionality and large, local user bases. Twitter: A micro-blogging site where users (Tweeps) can post updates (Tweets) up to 140 characters. It provides a good opportunity to connect with people who you dont know (unless they have a protected account, which is the minority). LinkedIn: The largest professional network in the world and in the words of the CEO Jeff Weiner, the goal is to match talent with opportunity (Fortune, July 1 2013). Your CV is your profile, and LinkedIn is the place to follow other companies, business leaders, alumni groups, recruiters, and keep an eye out for jobs. Google+ and Hangouts: a social network that allows people to connect with both professional and personal connections in one place by keeping them separate through the circles function. Google+ tracks users activity across many other sites, enables fast and effective collaboration and incorporates apps such as the Hangouts features, where users can conduct virtual meetings. Tumblr: A visual blogging site that allows you to post words, pictures and videos and share with others. Traditionally the choice of younger users, Yahoos acquisition of Tumblr is likely to see it more widely used by brands and individuals for professional purposes. YouTube: Still the largest video-sharing site in the world, although smaller social apps like Vine and Instagram have large user-bases too. Here, you can follow video publishers, share content and comment on other users posts.
  4. 4. 4 Everyone really is doing it Recruiting a role or finding a job on social media is no longer something other people do its now the norm. Jobvites fifth annual Social Recruiting Survey has shown that social media is no longer on the rise in the recruitment world it is the norm. LinkedIn continues to dominate social recruiting at 93 per cent adoption, while 66 per cent use Facebook. And with two-thirds of companies incentivising their staff to get involved with referring hires, it has become big business. In fact, recruiting passive candidates through employee referrals and social networking is the most popular tactic for competing with other employers. So, the more people on social media who know about your skills and believe you to be credible and authentic, the better. Social job-hunting is especially important if you are in an industry where social media is central to the work you do, such as media, digital, marketing, communications, politics and academia. Perhaps in different ways, all industries engage on social media professional bodies, associations, jobsites, and businesses so there is a way in for everyone, no matter what your job of interest.
  5. 5. 5 Be where the recruiters are looking* 93% of recruiters use LinkedIn to source talent; 89% have hired this way. Twitter is the go-to for more than half (54% )sourcing talent One in fourrecruiters surveyed had successfully sourced a candidate on Facebook. *Source: Networking infograph
  6. 6. 6 It just makes sense If work and play werent crossing over enough, social media has turbo-boosted the merge. Work colleagues are in our social networks; and social media is being used in business operations for good times and bad (promotions, and emergencies), and to connect professionals. Add to that the scenario that the world is getting a little smaller, but better connected thanks to technology, and you have the perfect setting for a global job hunt without leaving your office, caf table, or couch. Recruiters have also indicated that recruitment done this way is providing better candidates and it saves a lot of time as communication is quicker and screening is easier. An upside for candidates searching for job opportunities and connecting to future managers and colleagues this way is the familiarity and engagement they build before even starting a role. Most workplaces and brands have social media accounts themselves, so demonstrating an understanding of, and experience with it, is becoming important. That said, job-hunting the social way has its advantages and disadvantages because talking is easy backing it up with examples and action is harder. While its easier to make connections, it takes work to develop the relationship into something mutually beneficial. Be proactive and make the effort, follow people up just as you would in the real world. Social media is (as the name suggests) a socialising activity. It doesnt happen by itself. How much you get out of it will depend (like most things in life!) what you put it into it.
  7. 7. 7 Your personal brand carries weight Brand yourself as a company would brand its product. Personal brands, and social media brands, are no longer as separate as they once were and your reputation and the way others view you on social media is important. It is how people will understand you and your skills; and screen you. Older generations would rarely have mixed socially with the boss, and now it is the norm. On the flip side, younger generations might have grown up with social media, but they have missed out on the old school rules of what should be talked about in the office, and what should be left at home. For job-seekers, there is an opportunity to showcase your skills, talent and ideas on social media, but the challenge is to be authentic. The reality is that recruiters are likely to check your online presence to see if there is anything that a client might find inappropriate or risky before they even interview you. Employers also need to consider their online brand for the job seekers who are researching online. For example, they should be providing regular information and updates, and be responsive to customer queries and complaints online. A company that is inactive in the social world might not be as innovative as they say there are on their website. Most candidates will also do online research about an interview panel, so the individuals details also need to create a positive impression. Both jobseekers and employers need to remember that when it comes building and protecting your social brand, you need to consider: Authenticity: be who you are, be honest because social crowds can spot a fake from a mile; Relevance: think about the content that is being shared and if the platform works for you; Consistency: candidate cant put professional foot forward on LinkedIn; then be swearing on Twitter, and have drunken photos on Facebook) Connections: who you connect with, and what you say, matters; not just about what/who you know, but who you are linked to; you can tell a lot about a person by their friends. Appropriateness: only say the things that you would talk a