Social Media & Employment

Marco CampanaMaytree@maytree_canada

Agenda

About You: Core Values The job search is the job

search Why social media? It's not about the tech! What's your strategy? Of course it's about the tech! Small, informed steps

Operating Vision

3

» Common Contract – Outcome Based Performance

» Flexible funding model to support innovative and dynamic programming

» Capacity building» Report results and trends / needs

Service Provider Perspective – Strategic partnerships with other service providers/responsive to emerging needs

Local needs addressed through local planning and community-wide coordination (LIPs, RNEN, Local Labour Market Planning tables)

Gov Perspective – Government priorities; oversight and policy development

Client Perspective – Continuum of services; no eligibility gaps; alignment with core programs (e.g. health, education, housing, employment)

» Immigrant Services – clear entry points/access to services/multi-channel

» Multi-service locations/province-wide coverage/services mobile and dynamic

» Deliver immigrant services based on defined client needs & outcomes

» Refer to other support services as required

» Manage provider relationship» Monitor performance» Develop streamlined processes

to support integrated service delivery

1) Services are accessible to all who need them.

2) Services are offered in an inclusive manner, respectful of and

sensitive to diversity.

3) Clients are empowered by services.

4) Services respond to needs as defined by users.

5) Services take account of the complex, multifaceted,

interrelated dimensions of settlement and integration.

6) Services are delivered in a manner that fully respects the rights

and dignity of the individual.

12 Core Values of Settlement Work

Canadian Council for Refugees

12 Core Values of Settlement Work

7) Services are delivered in a manner that is culturally sensitive.

8) Services promote the development of newcomer communities and

newcomer participation in the wider community and develop

communities that are welcoming of newcomers.

9) Services are delivered in a spirit of collaboration.

10) Service delivery is made accountable to the communities served.

11) Services are oriented towards promoting positive change in the

lives of newcomers and in the capacity of society to offer equality of

opportunity for all.

12) Services are based on reliable, up-to-date information.

1) Anonymous and/or confidential access to information.2) Be empowered to the extent possible.3) Assistance based on the inquirer's personal value system.4) Treatment based on respect and sensitivity to cultural, generational and age/disability related differences.5) Self-determination and the opportunity to access the most appropriate service available in the human services system.6) Accurate and comprehensive information about services.7) An appropriate level of support in obtaining services.8) A grievance procedure if they feel they have not received satisfactory service.

Client Bill of Rights

Alliance of Information & Referral Systems

The Job Search is the Job Search

Not much has changed.

CERIC Research (2011): We rely more on personal connections than

on-line networks for job leads. The use of social media for job search

purposes is not widespread among Canadians.

Research on Marketing Employment Information to Immigrants: Key Questions

• Where do immigrants get employment information?

• What demographic characteristics of immigrants determine their level of awareness of employment information or settlement information in general?

• What are the media habits of immigrants?• What media channels have been used to

market employment information to immigrants and how effective have they been?

• How could employment information be better channeled to immigrants?

Major Trends• Family and friends have continued to be a major source

of employment and settlement information for immigrants

• Peer and Informal networks are important• Immigrant employment outcomes depend on source of

employment information• Internet is evolving as a key source• In-language media is a priority channel• Lack of translated materials• Immigrants trust ethno-cultural media• Little employment information is being channeled thru

traditional media, even less thru ethnic media• Traditional advertising is still very effective• Employed immigrants are looking for employment

information• Women immigrants are under informed, fare worse than

men• Cultural demographics matter regarding media/tech

access

Five uses of the internet for "job-hunters" or "career-changers"

Gathering information and doing researchMaking contacts with people who can help

find information or help provide leads to getting an interview

Getting some limited, self-help style job-hunting help or career counseling

Searching for job vacancies, listed by employers

Posting a resume

ConsiderationsToo Much Information, Not Too LittleOne of Many Job Search ToolsLimitationsStaying FocusedGetting Familiar Yourself

What do you need to know in order to best serve your clients as they make use of Internet technology in their job search?

Why Social Media?

It’s happening now.

With or without you.

The people you want to reach are already using it.

“Among people born in Canada, 75% used the Internet, compared with 66% of those

born elsewhere.

However, the rate was 78% among immigrants who arrived in Canada during

the last 10 years. Most of these recent immigrants live in urban areas.”

Statistics Canada, 2007

Internet use among newcomers

97,058 members

67,509 members

25,197 members

and many more, including in other languages...

It's Not About the Tech

• Online service is still client service. The language may be different online, but the principles are the same.

• Connect and integrate your online work with your offline work.

• Isolate technology from conversation. Don’t let the technology become the conversation.

• Your online service experiences will evolve, be prepared to evolve with them.

• Don’t just innovate, participate. Go to where your audience already is, join them, engage them, use the

technology that’s already working for them.

No loss of human service interaction with clients• Minimal increase in workload for staff; instead, a

change in how we do our work with some of our clients

• Online services must complement existing services

• Online work must contribute to meeting client service targets

• This is not for all clients• Privacy and confidentiality are essential• Maintaining a high level of client-centric service

focus

Key Principles

What's Your StrategyWeb 2.0 plan – People, Objectives, Strategy then

Technology

Defining Success

Audience and Influencers

Situational Analysis

Strategy QuestionsWhat do you want to do? Work with current

clients? Get new clients? Serve everyone?

How can we complement existing service delivery to offer clients another way to get help?

How are on-line, interactive access to and connection with counsellors, information, mentors and advisors, peers, and other learning resources part of a service solution?

Q: What are our “SMART Goals” for our communications efforts?

In other words, what are the concrete, measurable ways success in our communications, outreach, marketing or advocacy efforts will be realized?

What Does Success Look Like?

Developing Your Audience Profile

Demographics: age; gender, ethno-cultural background, location, income, etc.Awareness/attitudes toward us/our issue, if any Values: What are THEIR values/motivators? What gets them off the couch?Call to Action: What do we want them to do, exactly?Benefits: What’s in it for them? What do we offer them?Influencers/opinion leaders/messengers?Pathways: main sources of information?Eg. face-to-face, TV news, social media pathways

1. Listen2. Target your audience3. Develop an active idea4. Produce engaging content5. Distribute your content6. Get social

Engaging Online: 6 Step Program

www.fenton.com/WATTA_GUIDE_FENTON.pdf

You already have what you need!

http://www.flickr.com/photos/daveduarte/2817722169/

Of course it's about the tech!

6 Pillars• Ease of Use (tech becoming boring, easier)

• Trusted Networks (that's you!)

• Everyone Can Publish (if you can send an email,

you can use social media)

• Actively Passive (set it and forget it – well, almost)

• Media Rich (use pictures, video to inform, educate, serve)

•Data Rich (easy to measure, drill down into various stats)

Social Media

You

Your Service Platform

Webinar

Some Sector Examples

eLearning

Online Video

Learning Portals

How much time?

Back to your clientsWhy use the internet?

• Networking!• Access to Current Information• Growth of the Internet and Social Media• Availability of the Internet• Free Access to Information and

Resources• Geographic Reach of the Internet• Demonstrate Leading-Edge Skills to an

Employer• Find Job Listings More Easily Using

Keywords• Company Intelligence• Post Your Resume at No Cost

Innovations

• Fitzii• Social Resume• Skills International• Pre-arrival orientation and service

provision• Prepare for Canada• CIIP

Orgs and Funders

• Lack of control and understanding

• Banning access – social media as waste of time

• Reportable stats (the all important PR Card number)

• Do funders get this?

Small, informed steps

Reflect:

What's one useful thing you learned today?

What is still unclear?

What is one thing you will put into practice?

What is one question you still have?