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Using Social Media to Attract Opportunity

Using Social Media to Attract Opportunity Networking to Get Your Clients Working Presented by: Robyn Greenspan Editor-in-Chief, ExecuNet. Basic Principles Still Apply. Job search is focused, targeted, strategic “Need-working” is not networking. What We’ll Cover. What are Social Networks?

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Using Social Media to Attract Opportunity

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  1. Using Social Media to Attract Opportunity Networking to Get Your Clients WorkingPresented by: Robyn GreenspanEditor-in-Chief, ExecuNet

  2. Basic Principles Still Apply Job search is focused, targeted, strategic “Need-working” is not networking

  3. What We’ll Cover • What are Social Networks? • 5 Reasons • The Unpublished Job Market • Where Do Your Clients Want to Be? • Digital Dirt • Online Presence • Reputation Building/Executive Branding • Open Spaces • Closed Networks • Searching, Sourcing, Connecting

  4. What Are “Social” Networks? Online Communities – where people interact, converse, connect. Even business and professional networks have socialization functionality.

  5. 5 Reasons • Their skills may make your clients “one-in-a-million” but do they want to be one-in-a-million resumes? • 21st century job search • Demonstration of online proficiency, adoption, technology comfort, communication • Recruiters and companies are on social networks looking for the next generation of talent • Relationships still matter

  6. The Unpublished Job Market “The overwhelming majority of both corporate and search firm recruiters has consistently maintained that they are not posting executive positions with compensation over $200K on public websites, so if you can’t find the people pathway to those jobs, they will remain invisible.” -- ExecuNet’s 2009 Executive Job Market Intelligence Report

  7. Where Do Your Clients Want to Be?

  8. ExecuNet • 26,000+ executives join/year • 67% $150K+ • 35% $200K+ • 67% college+ • 20 years work experience • 44 average age

  9. Digital Dirt • Anything that is connected to a specific name on the Internet. • It doesn’t matter if it is true, false, professional or personal. • It just has to be find-able. “In this day and age, we are all presidential candidates. Whatever you put out there, can be found.” -- executive recruiter in ExecuNet’s Dealing With Your Digital Dirt 3.0 report

  10. The Dirty Facts

  11. Work + Camera Phone = Damaged Reputation What if a recruiter found this when “Googling” your client’s name?

  12. The Good News • 70% of executive recruiters said that a candidate’s job prospects improve when positive information is found online. • Evidence of community service • Volunteer activities • Leadership roles • Published articles • Awards, recognition

  13. Executives are “Getting It” • 20% of executives have taken proactive steps to create a positive web presence • 15% of executives currently have a website to display their resume, articles, press mentions and professional accomplishments

  14. The Real Message • Information that is publicly available online can cost your client the next opportunity. • Information that is not publicly available online can cost your client the next opportunity.

  15. The Power of Social Media Attention Attraction Participation • Get in front of people the right people • Say something interesting • Have a conversation

  16. Executive Branding Branding = the promise made to the marketplace

  17. Why an Executive Brand? • An opportunity magnet • Be remembered • Be recommended • Be referred

  18. What’s Your Client’s Executive Brand? • The keywords • Word association • How well do others know your client? • How well does your client know herself?

  19. Social Syndication • Who does your client need to know? • Who needs to know your client? • Where? • Be a source, helpful • Inform the network • Beware “UCD” = updating compulsively disorder

  20. Open Spaces • Blogs • LinkedIn • Twitter • Facebook • “Answers” Groups

  21. Blogs • Special interest/Niche blogs • Comments area • Find information • Demonstrate knowledge/expertise • Interaction • Inspire discussion, reaction • Get to know others • Get known

  22. LinkedIn • Complete profile • What’s your headline? • Keywords, keywords, keywords • Who do you know? • Recommendation balance • Linkage • Approachable • Public link • Apps

  23. Twitter • Micro-blogging, mass text messaging • twitter.com/yournamehere • “Business casual” environment – messages must be under 140 characters • Find other users to “follow” • Start with people you know • Email search • Keyword search • MrTweet • Twellow • TwitDir • Twibes

  24. Twitter • Build a Tweet inventory before following • Don’t follow indiscriminately • Be compelling; offer information; respond; re-Tweet • Be professional; engage; converse; build the relationship • “Old fashioned” networking rules apply: give before getting • Hashtags • #jobs • #careers • #hiring

  25. Brands on Twitter • Corporate visibility • Interact one-on-one with companies, recruiters, the well-connected Zappos JetBlue Marriott Comcast Wachovia Best Buy Starbucks Dell Kodak EMC

  26. Who? Digital Media Expert at at Ketchum Public Relations Firm Where? Memphis, TN Why? Visiting his client, FedEx

  27. The Retraction… “Two days ago I made a comment on Twitter that was the emotional response to a run in I had with an intolerant individual. The Tweet was aimed at the offense not the city of Memphis. Everyone knows that at 140 characters Twitter does not allow for context and therefore my comments were misunderstood. If I offended the residents of Memphis, TN I’m sorry. That was not my intention. I understand that people have tremendous pride in their hometown.”

  28. “Answers” Groups • LinkedIn, Yahoo!, Ask Metafilter • You’re the expert -- respond to questions that subtly showcase knowledge • ExecuNet Roundtables • Peer leader, problem-solver, fellow practitioner

  29. Facebook • Many companies have presence (Fan pages) • Think first… • Separation between personal and professional

  30. Closed Networks • High quality; lower quantity • Intimacy, confidentiality • Professional standards and rules apply

  31. ExecuNet • Private and confidential • Professional executive-level profiles • Powered by trusted connections • Moderated forums, discussions • Peer feedback • Practitioner experience • Served expertise

  32. Beware Hyper-Distribution • Can saturate a niche audience • Message clarity, purpose

  33. Searching, Sourcing, Connecting • Focus • Research • What companies are targeted? • Who are the people who can help to get there? • What are they talking about? • What do they need? • How can you help them?

  34. When to Start? “The best time to plant a tree was 20 years ago. The second best time is now.” -- Chinese Proverb

  35. Questions? Using Social Media to Attract Opportunity Networking to Get Your Clients Working Robyn Greenspan Editor-in-Chief ExecuNet

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