gf GLOBAL FORUM | EDUCATE

CAREER TIPS It’s not just for fun… Means Business

114 VOL 4 ISSUE 2

Not so long ago, companies COMPANIES E-CONNECT advertised in the “Yellow Pages,” WITH CONSUMERS and broadcast special promotions on radio, while job seekers Businesses of all kinds use social knocked on employment agency media to interact with customers doors with printed resumes in for a variety of purposes. Lee hand. Since then, the immediacy Bogner, a consulting marketing and widespread popularity of technologist and social business social media has dramatically analyst, has implemented a range changed all that. Companies send of platforms for retail, food and targeted messages to consumers beverage, media, and technology via and other social media companies. But the unconvinced while individuals find employment still ask, “What’s in it for us?” opportunities online and are Bogner advises business leaders discovered through LinkedIn. to stop hesitating. “Social media is not going away – and your So, what must corporate leaders competitors are already using it.” know about , Twitter and LinkedIn in order to help their But how does a company leader companies thrive? And, which of know which vehicles to utilize? these, and other related methods, Web strategist Randy Shannon offer the best avenue for finding (www.webstrats.com) advises a new position or advancing your company executives to ask, “Who career? are their customers and what social media platforms are they likely to frequent?” He and other Yelp on behalf of a manufacturer • Develop a core message – a experts agree that for consumers, of flu vaccine materials. A phrase to distinguish yourself. Facebook and Twitter are the notification system alerted logical choices. potential patients on their cell • Use search engine optimization phones when they were close to (SEO) which utilizes key Bogner reports that “these a location where flu shots were words (your name + niche platforms give companies a available. Conversations ensued skills associated with your job tremendous opportunity to hear on Twitter among participants. specialty). what consumers think of them -- both the good and the bad.” • A consumer brand recently Schwabel recommends utilizing That’s because social media offers attracted 3,000 You Tube all three major social media sites: companies a ‘pipeline into the viewers less than twelve hours LinkedIn, Facebook and Twitter. thoughts, perceptions and attitudes after filming a promo. In this of their customers.’ ” Monitoring instance, viral marketing caused Get LinkedIn to Career online consumer conversations a national response, even Opportunities allows companies to create though it was targeted to people better customer service policies. in the Washington, DC area. Experts concur that LinkedIn is Companies can also be proactive in the premier social media career responding quickly to emergencies • Shannon recently set up a development tool. or product recalls. This preserves LinkedIn account for a statewide association in order to “give Kevin Palisi, an executive recruiter the reputation of the company and with Korn Ferry International labels builds a positive brand image. individual members a wider networking opportunity.” He also it “the gold standard of social 115 “All companies should use social initiated an association Twitter media.” He suggests keeping all media as part of their public account through which leaders information up-to-date and filled relations strategy,” adds Bogner. provide valuable insights to out completely at all times. Include In fact, Facebook and Twitter offer members. Both platforms built current job title and education excellent ways to promote and added value to the association (which recruiters search for), help brand firms in a favorable membership. as well as any off-line industry light from their very inception. associations to which you belong. And businesses are not the only This was recently exemplified: • Utilize your core message as both of these platforms were ones to benefit from social media. Job seekers and careerists hoping your profile headline, offers employed when three-way social Schwabel. media conversations were initiated to move up the corporate ladder between a clothing manufacturer, are being advised to promote • Palisi suggests, “Join and an e-retailer and consumers. themselves using social media participate in the online industry tools in order to differentiate groups, such as “RAPS,” which Brendan Kownacki, a social media themselves from their competition. is appropriate for regulatory strategist, feels “Social media affairs professionals.” See who SOCIAL MEDIA CAREER TIPS isn’t a choice anymore; the only the discussion leaders are and choice is what interactive vehicles link to them, adds Shannon. companies decide to use.” Here Career length employment with one or two employers in a lifetime is a are several examples: • Find actual job openings on a thing of the past. That is one reason company’s LinkedIn corporate • Location-based technology why Dan Schwabel, author of “Me is profile pages. Also, check 2.0 Building a Powerful Brand for used as a marketing tool by to see if you have a direct Career Success,” suggests that job some retailers and restaurants. connection to anyone in the seekers develop themselves as if Foursquare and Yelp utilize the company who could serve as a they were a name brand starting “GPS” built into mobile phones. referral. Participating businesses with these three steps: offer incentives and online (For more in-depth information on • Create your own personal game rewards to encourage utilizing LinkedIn, see DIA’s Global website which will continue to customers to drop by when Forum Issue I Volume 4, August work for you during all stages of they are in the vicinity of their 2009, page 25.) locations. Kownacki utilized your career. gf GLOBAL FORUM | EDUCATE

To Facebook or Not to • A Facebook profile is considered -- Carefully select your privacy Facebook primarily a tool for connecting settings. Some include the with friends and family. ability to review potential • For careerists on the lookout for According to the pundits, the posts and photos (so positions, Facebook has two danger of Facebook is having friends don’t “tag you” in job search tools or applications: profile pages that contain both embarrassing situations) and Branchout and Beknown. personal and business contacts. allow you to choose your The latter is associated with audience when you enter a Monster.com and is also • If you choose to use Facebook post. available through a Twitter for both personal and account. professional connections, make -- For extra safety, make your sure your career information Facebook profile 100% • Most experts DIA spoke with is visible on your “wall”. Both private so that business do not endorse Facebook for Shannon and the CEO of people cannot access the corporate career advancement. jibberjobber.com, Jason Alba, social information on your Most agreed that LinkedIn is the suggest using one of the profile. Establish a discrete social media platform of choice following options to prevent Facebook account, known for this purpose, especially in social situations from potentially as a “business page” or “fan combination with Twitter. harming your professional page” for your professional image. connections. Google “business page + Facebook” 116 to view the current rules. A Few Words Go a Long Way on Twitter • Twitter, a microblogging platform, is used by VOL 4 ISSUE 2 entrepreneurs and small business persons to brand themselves – and ultimately to sell products and services. It is also used by individuals for job searches/career development, and by recruiters to find qualified job candidates. • Twitter users send 140-character (or less) messages in “real time” to connections called “followers.” To begin using this social media platform, first become a “follower” of others who are well-known in your or other related industries. -- Use Twitter as a lead • Tweet about industry trends, generation tool: Go to the events, news items or link to Twitter search bar; type your own articles, presentations, in search words to find a blogs, podcasts or You Tube directory in your area of videos to become known as an expertise. In the directory, industry thought leader. find individuals with whom you would like to contact. Social media is not just social anymore. While it’s amusing to -- Seeking career see status updates of celebrities advancement? “Don’t forget or tweets from friends, don’t to link to where you want to underestimate social media’s go, not necessarily where usefulness for business. As a you are now,” Schwabel corporate decision-maker at advises. Seek out titles of the top, it can help connect positions that you hope to your company to customers attain in the future. and distribute news about your services. For corporate job • Executive recruiters or hiring holders at all levels, don’t forget managers may put out a tweet to use social media’s tools to using the (#) to indicate develop your career. In other specific jobs openings. To find words, emphasize your strengths 117 a pharma sales rep job, for and abilities using branding instance, Bogner suggests: “Go techniques and social media. And to the search bar in Twitter and build your success communicating type in “#jobs pharma sales.” the 21st century way. Or look on Google’s search bar and type in “twitter jobs pharma sales”. • The hashtag (#) indicates a subject topic. The tweeting conversation takes place in real-time. The first to “tweet” on this issue creates the name of the discussion and precedes that phrase with a #. To brand yourself, insert a (#) somewhere in your tweet, explains Shannon • To brand yourself as an expert in your field, “tweet” (or create a message) about your industry. The aim: When someone likes it, they will “retweet” (or send it on) to their followers.