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Learn the rationales and steps in utilizing social media to advance your career.
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SPP Careers 201:Careers and Social Media
Clark R. Bonilla, DirectorAlumni and Career Services
School of Public Policy
SPP Careers 201 2
Table of Contents
Overview of Career Search
Networking with Social Media
LinkedIn.com
COS.com
Mendeley.com
Facebook.com
Georgia Tech Networks
SPP Careers 201 3
I: Overview of Career Search
Socrates: “Know Thyself”
SPP Careers 201 4
Objective 1: Identify your career expectations.
SPP Careers 201 5
Career Choices and Trade-Offs
SPP Careers 201 6
Objective 2: Model your career plan.
SPP Careers 201 7
Career Planning Cycle
Source: http://www.gov.pe.ca/photos/sites/psc/test/career_planning.jpg?8921
SPP Careers 201 8
Market-Driven Career Model
Job Market
PersonalPreferences
Education
Optimal CareerOptions
SPP Careers 201 9
Objective 3: Formalize your career goals in a career statement.
SPP Careers 201 10
Write Career Statement
Industry/
Institution
Position
Level
Position
Type
Career
Outcome
SPP Careers 201 11
Objective 4: Research your career plan (industries, institutions, positions, salaries)
SPP Careers 201 12
Labor “Markets”
Labor Market
ExternalLabor Markets
InternalLabor Markets
Publicly Advertised
Long Hiring Process
Internally Advertised
Faster Hiring Process
Networks—Less Relevant
Highly Competitive
Networks—Highly RelevantNetworks—Highly Relevant
Much Less Competitive
SPP Careers 201 13
Know Market Trends
Higher Education Employment Trends: (tour) http://www.higheredjobs.com/career/quarterly-report.cfm http://www.bls.gov/oes/current/oes_nat.htm#25-0000
Higher Education Salary Trends: http://www.higheredjobs.com/salary/
Private Research/Consulting Trends: http://www.careers-in-business.com/consulting/mcfacts.htm http://www.careeroverview.com/consulting-careers.html http://www.qrca.org/ http://www.socialscienceandresearch.com/about.html http://www.socialresearchandconsultinginc.com/
SPP Careers 201 14
Social Sciences Markets
Social Scientists http://www.bls.gov/oco/ocos315.htm
Social Science Research Assistants http://www.onetonline.org/link/summary/19-4061.00
Sociologists http://www.bls.gov/oco/ocos314.htm
Urban and Regional Planners http://www.bls.gov/oco/ocos057.htm
SPP Careers 201 15
Estimating Your Worth
Compare Job Descriptions/Salaries http://www.jobbankinfo.org/
Review Labor Market Analyses: http://www.bls.gov/oes/current/oes_nat.htm#11-0000 http://www.bls.gov/bls/wages.htm
Use Online Salary Calculators: http://monster.salary.com/salarywizard/layoutscripts/
swzl_compresult.asp? http://www.cbsalary.com/?siteid=cbsubnav http://higheredjobs.salary.com/
SPP Careers 201 16
Objective 5: Formulate your career search strategy.
SPP Careers 201 17
Sample Career Planning Matrix
CareerCareer
TracksTracks
Preferred Preferred PositionPosition
Acceptable Acceptable PositionPosition
Maximum Maximum
TimeTime
11stst Choice Choice Federal Energy Policy Analyst
State Energy Policy Analyst
Months 1-6
22ndnd Choice Choice State Policy Analyst
State Research Associate
Months 5-12
Independent Independent ContractorContractor
Energy Analyst Energy Research Associate
Months 10-12
Return to SchoolReturn to School Law School PhD, Public Policy Months 6-12
SPP Careers 201 18
Write Your CP Matrix
CareerCareer
TracksTracks
Preferred PositionPreferred Position Acceptable PositionAcceptable Position Max. Max.
TimeTime
11stst Choice Choice
22ndnd Choice Choice
Independent Independent ContractorContractor
Return to Return to SchoolSchool
SPP Careers 201 19
Objective 6: Build and utilize networks to advance your career.
SPP Careers 201 20
Network Sets
Community
IndustryContacts
Alumni
Prof.Assoc.
Members
FellowStudents
HRPersonnel
Friends
ConferenceContacts
PriorEmployers
Family
PriorProfessors
YOU
SPP Careers 201 21
Objective 7: Target your career searches.
SPP Careers 201 22
Prioritize Your Efforts: Target …
Positions in your specialty.
Positions in your preferred sector.
Positions for which you meet minimum qualifications.
Positions in organizations with missions you support.
Positions that pay an acceptable salary.
Positions in which your skills are readily transferable.
Positions for which you are ready adapt and learn.
SPP Careers 201 23
Get Organized
1. Search specialized job search engines first.
2. Allocate set hours per week to search.
3. Establish phases, priorities, and milestones.
4. Have a three-phase plan: 3-month, 6-month and 12-month (to time prioritized searches).
5. Place key dates on calendar.
6. Plan for online searches, attending job fairs, and networking online and at events.
7. Customize resumes/CV to position and career track.
8. Implement a networking plan.
SPP Careers 201 24
Part II: Networking and Social Media
“It’s not who you know. It’s who knows you!”
“And exactly who are you?”
SPP Careers 201 25
Objective 8: Rapidly, effectively and inexpensively market yourself online with social media.
SPP Careers 201 26
The Savvy Networker
“The smart networker respects the opinions
(and time) of others, helps other people as
much as she is helped, and establishes rapport
long before asking a favor or even offering a
business card.”
Emily Post’s The Etiquette Advantage in Business (2005): 313.
SPP Careers 201 27
Ways to Build Rapport
Always use polite, respectful and engaging language.
Meet for lunch (not just happy hour).
Invite to a party.
Invite to a sports or cultural event.
Email a useful business article or discuss it.
Send holiday, birthday, congratulatory or get-well cards
as appropriate.
Share information about job openings.
SPP Careers 201 28
Network of Resources
Social MediaJob FairsConferencesOnline Search EnginesGT Career ServicesAlumniProfessors
SPP Careers 201 29
Networking Tips
List of all existing contacts Join LinkedIn.com and relevant
online groups Get back in touch with prior
employers Attend career fairs Participate in alumni and
professional associations Go directly to hiring manager Network for advice first Have a 2-minute intro speech Call employers at start/end of day
Be concise, pleasant and confident
at all times
Don’t make unscheduled visits
Speak slowly, clearly and repeat
name and phone on voice mail
messages
Identify person who referred you
Record all contacts
Send “thank you” notes
Develop strategy and plan to
increase your network
Source: http://www.career.gatech.edu/plugins/content/index.php?id=39
SPP Careers 201 30
Tapping into Formal Networks
Professional Associations
Industry Associations
Chambers of Commerce
Alumni Associations
LinkedIn.com Groups
Local Nonprofit Community Groups
SPP Careers 201 31
Tapping Other Networks
Internal Job Postings
Listserv Job Postings (associations, institutions, etc.)
Expansion Discussions
Downsizing Discussions
Relocation Discussions
Linking via LinkedIn.com, COS.com, Mendeley.com
Internship Opportunities (See Job Search Engine Directory)
Independent Contractor Opportunities
Consulting Opportunities
SPP Careers 201 32
Technological Evolution of HR Recruitment
“From exploiting the explosive growth of social
networks to recruiting from their desks through
virtual career fairs and on the go via mobile
phones, talent seekers are honing their texting
and tweeting skills and finding candidates in the
most unexpected places.” “Ronald J. Alsop, “Recruiting for talent will never be the same,”
Workforce Management, 90:2 (Feb 2011): 3.
SPP Careers 201 33
Effectiveness: Social Media v. Other Job Sources
Major Job Boards: 219 applicants per 1 hire (response to job board posting)
Social Media: 116 applicants per 1 hire Company Web Page: 33 applicants per 1 hire Online Job Search Engines: 32 applicants per 1 hire
(self-initiated job search) Conclusion: “Still, for job seekers, getting a referral from an employee
is far and away the best way to get noticed by a recruiter.” Study: Jobs2web, n = 1.3 million applications/26,000 hires (2010) “For Job Seekers, Company Sites Beat Online Search Boards, Social Media,” Wall Street
Journal (online), April 3, 2011.
SPP Careers 201 34
Scale of Internal Social Media Usage
Social media tools are redefining internal corporate
communications.
Prescient Digital Media Study: “almost 90 percent”
of corporate intranets use social media tools. Ryan Williams, “Inside Job,” Communication World, 28:1 (Jan/Feb
2011): 28.
Conclusion: Employers want employees who
effectively utilize social media at work.
SPP Careers 201 35
Scale of External Social Media Usage
80% of companies use social media to find, attract and hire new candidates (2009)
Company use of social media for recruiting: 95%: LinkedIn.com 59%: Facebook.com 42%: Twitter.com
66% hired candidates identified via social media Jobvite Study, 2009; Rachel Eccles, “Link In, Get Hired,” Corporate
Meetings & Incentives, 28:11 (Nov 2009): 12-13. Rita Pyrillis, “The Sourcer Knows,” Workforce Management, 90:2 (Feb
2011): 24.
SPP Careers 201 36
Values of Social Media for You
Discussions on social media can provide quick,
inexpensive solutions to daily problems.
Professionals share “cutting-edge insights.”
Offer feedback/suggestions to your company.
Network for career advancement and development.
Broadcast your professional achievements. “Beyond Fans and Followers—Why Engineers Should Care about Social
Media,” Instrumentation Newsletter, 22:2 (10/2/2010): 27. Carrie Pinksy, “You Are More Than a Pretty Facebook Profile,” Northern
Colorado Business Report, 15:25 (9/10/10): 9-28.
SPP Careers 201 37
Values of Social Media for Employers
Cost-Effective Recruitment Media
Effective Recruitment Branding For Applicants Joseph De Avila, “Beyond Job Boards: Targeting the Source,” Wall Street
Journal (7/2/09): D1, D5.
Ben Gotkin, “RSM McGladrey’s Social Media,” Journal of Corporate Recruiting
Leadership, 5:4 (May 2010): 29-32.
Improved Effectiveness of Professional Associations Maureen Walsh, “Are You Linked Up?” Strategic Finance, 91:3 (Sept 2009):22-
24.
SPP Careers 201 38
Values of Social Media for Employers
Some employers use social media to conduct
background checks on job candidates. Carolyn Boyd, “Controlling Brand Me,” In the Black, 80:4 (May 2010): 44-47.
Employees who use social media can participate in
low-cost professional training and development.
Employees using social media can contribute to cost-
effective marketing efforts. Karen Blakeman and Scott Brown, “Social Media: Essential for Research,
Marketing and Branding,” Bulletin of the American Society for Information
Science & Technology, 37:1 (Oct/Nov 2010): 47-50.
SPP Careers 201 39
Values of Social Media for Employers
Employees using social media can collaborate
more effectively, particularly on team projects. Daniel Burrus, “Social Networks in the Workplace: The Risk and Opportunity
of Business 2.0,” Strategy & Leadership, 38:4 (2010): 50-53.
Identify new clients.
Increase company revenue.
Improve knowledge of target markets. “Soundbites,” Recruiter (2/23/11): 18.
SPP Careers 201 40
SM as Catalyst to Innovation
‘‘Business 2.0 involves using the new web-based
social networking applications (many of which were
originally created for personal use) in a way that
fosters innovative teamwork, customer co-creation
of value, collaboration with external partners, and
interactive communication between leaders and
employees in an efficient way.’’
Daniel Burrus, “Social Networks in the Workplace: The Risk and Opportunity
of Business 2.0,” Strategy & Leadership, 38:4 (2010): 52.
SPP Careers 201 41
Employer Insights into You
Your social media projects a public image: Are you deliberate in crafting that image?
Are you effective in projecting your desired image?
Do you receive new and positive feedback?
Can you measure and document your effectiveness?
Are your social media interconnected/linked?
Employers review social media to assess applicants’
compatibility with their organizational culture (i.e.,
image, branding, business etiquette).
SPP Careers 201 42
Metrics for Social Media
Influence Identification: “who in a network has
influence and how potent is it”
Influence Behavior Measurement: “what can be
tracked as a direct link from the people who
influenced behavior”
Influence Predictive Modeling: “using data to predict
what is likely to influence the people you want to
reach” David Armano, “Six Social Media Trends for 2011,” Harvard Business Review,
89:3 (Mar. 2011): 22.
SPP Careers 201 43
Career Search Metrics
Number of contacts
Relevance of contacts
Positive feedback on professional image
Number of face-to-face contacts
Leveraging contacts to enter new networks
Number of business leads (referrals, job leads)
Number of recommendations
SPP Careers 201 44
Online Networking Systems
All Fields: www.linkedin.com
All Fields: www.facebook.com
Sciences/Engineering: www.cos.com
All Fields: www.mendeley.com
All Fields: www.twitter.com
SPP Careers 201 45
Social Media for HR and Job Seekers
“LinkedIn is considered the professional’s
social networking site and a key resource for
both recruiters and job seekers.”
Patricia Sheehan, “Social recruiting targets job candidates,” Long-Term Living, 59:10 (Oct. 2010): 31.
Kimberly Maul and Rachel Wallins, “Advanced Job Search,” PRWeek, Career Guide 2010 (Sept. 2010): 28-29.
SPP Careers 201 46
How Corporations Use LinkedIn
To learn about the talent working within their
competitor’s organization
To recruit talent from competitors
To reduce recruiting costs
Quentin Hardy, “Networking for profit, not fun,” Forbes
182:12 (12/8/2008): 85-86.
SPP Careers 201 47
LinkedIn.com
www.linkedin.com Add a detailed profile, CV/resume, writing samples,
Power Point presentations. Link with current and prior employers and professors,
colleagues, fellow students, alumni groups. Link with professionals in selected fields:
Professional Public Service: MPA-MPP Degrees Economic Development Professionals
Link with professional associations. Sample Profile:
http://www.linkedin.com/profile/view?id=14189626&authType=name&authToken=Lqsq&pvs=pp&trk=ppro_viewmore
SPP Careers 201 48
Community of Science: cos.com
COS Expertise - a richly featured knowledge
management system for individuals and institutions,
containing more than 480,000 first-person profiles of
researchers from over 1,600 institutions worldwide.
COS Scholar Universe - a searchable, editorially
controlled database of nearly 2 million published
scholars in a variety of disciplines.
http://www.refworks-cos.com/cosscholaruniverse/
SPP Careers 201 49
COS—continued
COS Public View of Expertise (PVE) - a user-
friendly interface to make selected information from
an institution's research expertise available to key
external constituencies and the general public.
COS Workbench - an easy-to-use Web workspace
with many features to help you promote your work,
manage your saved funding searches and tracked
funding records, and maintain your resume/CV. Sample: http://myprofile.cos.com/cbonilla3
SPP Careers 201 50
Facebook.com
Professional or Personal?
Disclosure or Confidentiality?
What Friends May Say
When You Post
It Was Just a Joke, Right?
Effective or Distraction?
What Employers Think
To Friend or Not To Friend
SPP Careers 201 51
Mendeley.com
Organize, share, and discover research papers!
Mendeley is a research management tool for
desktop & web. You can also explore research
trends and connect to other academics in your
discipline.
Mendeley is used at, and endorsed by, some of the
world's leading research institutions. Sample Profile: http://www.mendeley.com/profiles/clark-bonilla/
SPP Careers 201 52
Georgia Tech Networks
Georgia Tech Alumni Association:
http://gtalumni.org/
Women Alumni Network:
http://gtalumni.org/pages/womenalumninetwork
Student Alumni Association:
http://gtsaa.com/
Student Alumni Mentoring:
http://gtalumni.org/pages/studentalumnimentoring
Planned: SPP Alumni Affinity Group
SPP Careers 201 53
Next Steps
Develop your networking strategy. Set your metrics of effectiveness. Brand your public personal image. Brand your public professional image. Identify your potential network contacts. Select social media to reach your contacts. Expand your contacts by entering new networks. Link various social media. Complement face-to-face with online contacts.
SPP Careers 201 54
Final Word: Business Etiquette
Etiquette Applies to All Social Media:
“Consideration means looking at the current situation
and assessing how it affects everyone who is
involved.”
“Respect means looking at how your possible
actions will affect others in the future.”
“Honesty means acting sincerely and being truthful,
not deceitful.” Emily Post’s The Etiquette Advantage in Business (2005): 7.