Social Media Strategies: 50-‐Somethings
Execu9ve Network Group of Chicago June 9, 2011
Social Media Networking: So many choices, such mass confusion
200MM users per month | 61% growth since 2008
Adriana Llames: A Brief Bio � Award-‐Winning Globally Acclaimed Career Coach & Expert
� UK, Australia, Sweden, Norway, Mexico, Spain and Japan � Named “One of Chicago’s Finest Career Coaches” – The Examiner, 2010 � Honored As “Influen9al Woman in Business” – Maven Media, Today’s Chicago Woman Magazine
� Acclaimed Author, “Career Sudoku: 9 Ways to Win the Job Search Game” � Released with Amazon, Rated 5 Stars � Nominee, AXIOM “Best New Career Book” � Nominee, USA Books “Best New Career Book”
� Weekly Columnist, New York Times-‐Rated Personal Branding Blog � Syndicated with Hoovers, Fox Business, Forbes, Reuters, BNET and Sun-‐Times � Ranked #1 Job Search Blog by Career Builder, Top 50 Blog by Ad Age � Ranked Top 5 Management Blog in Spain
� Former Fortune 500 Recrui9ng and Human Resources Senior Manager � Founder, Empower 500 Challenge elevaKng women to the next level in corporate America
� Developer, HR In-‐A-‐Box, HR Sodware supports America’s small businesses
� Starbucks addict and vegetarian
RECENT PRESS
Social Media Strategies for 50-‐Somethings: Agenda
� Social Media Defined…what is it anyway � WHAT The Real Impact of Social Media is for Job Seekers…Important
StaKsKcs to Know � WHY Twiger, Facebook and Linked In are Essen9al Job Search Tools…at
any age � REAL Life Career Stories from: Twiger, Facebook and Linked In � HOW to Connect Your Personal Brand Online and Offline � WHY a clear Personal Brand can make, or break, your search � HOW to make the most of your online 9me � WHEN to log offline and engage in real-‐life personal networking � HOW to create a healthier lifestyle that will increase your search results
Social Media: What is it?
� Wikipedia: the use of web-‐based and mobile technologies to turn communica9on into interac9ve dialogue.
� Reality: more new tools to learn and embrace for those of us that would rather grab a cup of coffee and have a live conversa9on with a person.
� Solu9on: hootsuite, www.hootsuite.com | a marvelous dashboard that allows you to manage up to 4 social network accounts (e.g. twiger, facebook, Linked In) for free on one site
The REAL Impact of So.Me.: Important Stats to Know
� 56-‐84% of today’s employers use social media to source new talent (SHRM/CareerBuilder)
� 95% of companies using social media to source talent are using Linked In � 39% of companies are using social media efforts to recruit execu9ve talent � 73% of recruiters spend 9me online looking for candidates (networkingnaturally.com)
� 35% of companies have hired a firm to use Social Media to promote their company to prospec9ve employers (Career Builder)
� 85% of hiring managers Google a candidate before, or ader, an interview (wsj.com)
� 50% of ac9ve Linked In users spend 9me on the social network weekly; 20% spend 9me on there daily
� 45% of employers screen candidates using Facebook (CareerBuilder) � 45% of employers screen candidates using Twiger (CareerBuilder)
Social Networking: Why it magers � Poten&al Job Openings:
Linked In’s exclusive job board, Twiger job pos9ngs, Facebook corporate pages with job tabs
� Free Expert Advice: Twiger feeds e.g. 4 Ways to Successfully Nego9ate a Job Offer, 10 Ways to Ace a Phone Interview
� Linked In Groups: Great for expanding your network and reloca9on
� Recruiters are looking for you: Real life story on this one…
� Connect with hundreds of quality professionals that can get you to decision-‐makers inside target companies: Real life story on this too…
� Stay in contact easily: no more business card mania
� Leverage your en&re network beIer: family, friends, den9st, stylist, anyone is a poten9al job lead now
� Being offline may show you as “dated” or “irrelevant” (you’re not)
� Marke9ng execs: disengagement with social media presents a disconnec9on from today’s relevant tools
� Employers are using social media fro reference checks – set privacy se,ngs high!
� People may know what you’re doing –
monitor your ac9vity
The Ligle Blue Bird : Real Life twiger Success Story � TwiIer…140 character updates | 89MM monthly visitors |76% YOY
growth | 460K new accounts/day |140MM tweets sent/day
� Real Life Success Story: � Kim was twee9ng updates 3 9mes, pos9ng blog posts on twiger and re-‐twee9ng relevant posts from other users.
� She was contacted by a senior recruiter from a Fortune 500 retailer about a Director, Social Media posi9on – was she interested in interviewing?
� Kim’s background: Human Resources. Posts: HR-‐related � She was elated that her non-‐social media posts were picked up by the company; during the interviews her knowledge of social media blew them away and she eventually moved through the en9re process.
� You never know who’s watching your ac9vity and what it can lead to for your career!
You Have A New Friend Request: Real Life Facebook Success Stories
� Facebook…550MM monthly visitors |332% growth since ’08 � Real Life Success Stories:
� Whitney: Objec9ve | Land a job at Living Social in Aus9n, TX � To accomplish this, she posted on her FB wall “Does anyone have a contact at
Living Social? I’d love to work for them here in AusKn.” � A friend in Chicago saw the post, and knew another friend who’d had a
brother that was recently hired at Living Social. She responded, via FB, that she’d get them in touch.
� 4 Facebook messages and 8 posts later, Whitney was in contact with a Sales Director at Living Social and had landed an interview.
� 2 weeks later she was on-‐site in D.C. at their offices and another week later, she was hired as their new Aus9n, TX sales representa9ve!
� Terry: Objec9ve | Confidently answer interview ques9on � Terry landed a second interview as an execu9ve assistant to a high profile
former athlete and was nervous about one par9cular ques9on � She posted a direct message via Facebook to a career coach she knew of,
although had never hired, about how to handle the ques9on � Within an hour she had the answer – and confidence – to handle the ques9on � She aced the interview and is hoping for an offer soon
Connect with Me: Real Life Linked In Success Stories
� Linked In…100MM registered users |46MM monthly global visitors | 21MM monthly US visitors| 200 countries
� Real Life Success Stories: � Bob: Objec9ve | Connect with decision-‐maker at target company
� He started by hiring a professional career coach and writer to create a keyword-‐op9mized, market-‐focused Linked In profile
� Next he connected with contacts he knew to begin leveraging his exis9ng network and expand into new connec9ons
� Con9nuing to source 2nd and 3rd level connec9ons on Linked In, he was able to find the C.E.O. of a target company and connect to him directly
� He sent the C.E.O. a note through Linked In and connected to the V.P. of HR also sending her a brief, 5 bullet point note highligh9ng his key skills
� In follow-‐up he sent a focused, nicely bound marke9ng style piece to the C.E.O. via Fed Ex and followed-‐up via email
� This Linked In strategy has led to a phone interview with the C.E.O.
WHY this worked for them and HOW it will work for you: Connect Your Personal Brand Online and Offline
Step One: Develop a CLEAR, CONSICE Personal Brand � 15-‐Second Unique Value Proposi9on
� M&M’s “Melts in Your Mouth, Not In Your Hands” � Nike “Just Do It”
� Apply the 15/15 Rule: Under 15 words, Under 15 seconds � “Award-‐winning graphic designer” � “I build high performance business units” � “Small Business Training Guru” � “I help you sleep beger at night”
Step Two: Maintain a CONSISTENT Brand Online and Offline � Linked In Headline | Facebook Title | Twiger Profile
� Global Healthcare Sales Execu9ve vs. Seeking Sales Opportunity � Fortune 500 Turnaround Opera9ons Expert vs. Looking for Opera9ons Role
Exercise #2: Your 15-‐Second UVP � Work on crading your own 15-‐Second Unique Value Proposi9on
� Apply the 15/15 Rule � “Tell me more” Test
HOW to make the most of your Kme online: The 80/20 rule
80% Networking | 20% Everything Else � Dedicate 80% of your 9me to networking-‐related
ac9vi9es: � Linked In can be included here � Wri9ng thank you notes via email � Pos9ng on FB for a job-‐related lead
� Spend only 20% of your job search 9me doing everything else online: � Job searching � Job boards (match monster.com, TheLadders.com, etc)
� Organize your day so the 20% is when you’re least energe9c (e.g. adernoons)
WHEN to log off and lace up: Increase your health and results
� 80% of today’s jobs are landed through networking (ABC) � 27.3% of all new hires are employee referrals � How many people do you meet siyng in front of your
computer? Zero. � How many people do you meet working on your computer
at a Starbucks? I met 7 last week. � People hire people. Computers don’t hire anyone. � Social networking is great and can be done anywhere. � Job searching is a strategy that needs a game plan to create results.
Logging off and lacing up has to be part of that game plan to create success.
� Mental health is the key to a posi9ve career transi9on!
Q & A and Resources � Free Career Coaching Consulta9on | www.adrianallames.com � Blog | Twiger @adrianallames | Facebook | Linked In � Hootsuite | www.hootsuite.com � Personal Branding Blog | www.personalbrandingblog.com � Free Career Advice Newsleger | Sign up at adrianallames.com � Free Resume eBook | Download it at adrianallames.com � Contact:
312.536.3433 888.593.0098 [email protected]
