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Social Media

Job seekers will come up with all sorts of creative ways to have their resumes stand out amongst the crowd – from special paper and personal videos to even arts and crafts. One resourceful job prospect outlined his credentials on the back of a baby shampoo bottle when applying for a position as Johnson & Johnson. But now, how we apply for jobs and how we hire the best talent is one more aspect of life that social media is influencing.

Many technology and marketing companies are challenging the traditional job application process by replacing resumes and conventional in-person interviews with Twitterveiws. That’s right, organizations are now hiring based on 140-character responses on Twitter.

“The Web is your resume. Social networks are your mass references,” says Vala Afshar, Chief Marketing Officer at the tech firm Enterasys Networks who is currently hiring for a six-figure, senior social media strategist position solely through Twitter responses.

While a CEO or a college professor won’t get hired based on this practice, click here to see how tweets are quickly becoming the hiring model for companies that are seeking tech savvy and marketing employees.

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The purpose of the annual IBM Connect Conference is to introduce new social products and technologies that enable colleagues to collaborate and work more effectively together.  Although the intention is to increase overall productivity, these social initiatives can often times cause an opposite reaction – creating degrees of separation where people chose to IM their coworker in the next cubicle or can’t seem to get through the day without getting sucked into a black hole of emails.

It seems like every day there is a new application or social tool that your company absolutely needs to have. Being bombarded with the likes of Facebook, Twitter, SharePoint and Chatter, it is easy to feel like you’re drowning in a deep dark sea of social trends.

Social Media Icons

Companies often adopt a social tool or platform simply because that’s what their competitors are doing or they want to be part of “something social.” But not every platform is best suited for every company’s needs. Analyzing your business’ goals is the first step in finding the best social tool to help you achieve social success.  Click here for five questions you can ask yourself to help wade through the waters of social media.

In 2012, travel site Expedia wanted to create brand awareness in an original and engaging way.  They did this by launching “Find Yours” – a series of videos that followed the emotional journeys of real people. From Maggie Cupid’s flight to St. Jude’s Research Hospital to share her story of battling cancer to Artie Goldstein traveling across the country to attend his daughter’s same-sex wedding, Expedia aimed to tie their brand to feelings of boldness and discovery, rather than simply finding the best prices on air travel.

Qualcomm Spark, a technology company that makes the chips inside most of our phones, created a content marketing campaign when they realized many people had no idea what they did. By launching “Spark” – a blog with contributors such as Harvard technology professor Christopher Dede and Gizmodo/Engadget/GDGT founder Peter Rojas – they not only became a platform for stimulating conversation and a source for technology news, but they also exposed themselves to a whole new audience of “techie” talent.

Click here to find out how other prominent brands such as Red Bull, Coca-Cola and Intel are beginning to create content-focused marketing campaigns to create an emotional connection to their brand that people will want to share.

Corporate America is eager to use social media for everything from campus recruitment and consumer marketing strategies to connecting their global workforce. Social media has created a shift in how businesses are operating, and although companies realize this, they lack the knowledge and talent to use social media platforms effectively – which confirms why there’s been an 87% increase in job opportunities that require Social Media skills.

 

However, colleges and universities are falling short in providing their students with the social skills and tools they need to be qualified for these positions.

Dr. William Ward at Syracuse University’s S.I. Newhouse School of Public Communications realizes that students with social communications skills are in high demand and wants to give his students the advantage. He teaches two classes, one being “COM 400 Social Media U Need 2,” which breaks down social communication into hard science, emphasizing the practical business applications of it. Click here to read more about how other elite universities, such as NYU and Harvard Business School, are beginning to follow this educational trend.

2012 was a big year for the world. Major events like the Presidential election, the Summer Olympics, and Superstorm Sandy all changed the way the world felt about and used social media platforms. After Barack Obama won, he tweeted a picture of himself hugging his wife Michelle. Shortly thereafter, more than 455,550 people had retweeted it.

 

 

 

 

 

 

 

 

 

 

 

 

When Superstorm Sandy hit the East Coast and residents found themselves completely in the dark, they used communal chargers to access Facebook in order to get news updates and connect with their families.

With so many people completely engaged in social networks, these events also created opportunities for brands to engage in conversations with consumers, while bringing their brand to life. But looking forward, 2013 has no major events occurring – no elections that might shape the future of the United States or a platform for the most talented athletes to compete for the title of being the best in the world. So how will brands engage without a shared agenda? Click here to read more about what brands can do to continue conversations in the coming year.

New Leads from LinkedIn

LinkedIn is launching new and improved products, tools and upgrades to measure brand power and to help build better connections. Over the next few months, LinkedIn users will begin to see their profile has a different look and feel. This new experience makes it easier for you to share your own professional story, see insights, and engage with people and companies in and outside of your network. They have also released a talent brand index which provides companies with a percentage score, based on data analysis, of how many people view and are interested in your page. This tool measures how many people are aware of your workplace and how attracted they might be at the opportunity of working there. Click here to learn about additional ways LinkedIn is evolving their platform and current tools to help you recruit.

Facebook Pages Go Global

Facebook has created a new Page for global brands. Global Pages allows your brand to provide a localized experience while still allowing the user to remain a part of the global community. For instance, if you log on to Walt Disney Studios in Ireland, you will see a localized cover photo, profile photo, important dates, Apps and “about” information, but if you log in from the USA, you will be directed to a US-based page. Plus, it’s all under one URL, so for social media campaigns you would only need to provide one destination. Facebook plans to later include country-level fan counts so brands will be able to track each market’s visibility, allowing them to benchmark themselves against other brands who are doing this well. Click here to see how this new Facebook page can help your brand identity in a global capacity.

Authenticity Wins Fans

Consumers crave honest brands – and social media provides the most transparent outlet for brands to show who they are and what they stand for. Brands are built on the business’ values, so creating content that truthfully portrays those moral standards is a great way to build brand advocacy and win loyal fans. In this era of instant communication and content sharing, honesty is the best policy. Footwear company, Timberland, is a good example. They used their social platforms to own up to their failure of meeting greenhouse gas-reduction goals as well as their corporate dedication to improve their factory conditions. Click here to read more about why honesty will get you ahead with your fans and to see what other companies, like Ben and Jerry’s, are doing to show their transparency.

It’s all about the “why”

Great people want to work for organizations that realize their corporate strategy must coincide with what their employees want out of a job. Employees want a purpose; they want to be truly engaged and connected, making “why” you do business just as important as what you create. For example, Starbucks serves a consistently great cup of coffee from New York to New Zealand. That’s what they do. But they do it because they want to address human labor; they want to preserve and enhance the environment and improve working conditions for coffee-origin companies. Their purpose becomes their by-product and their “why” is embedded in the way they do business. Click here to read more about why getting your culture right is so important and to see what you can learn about cultivating culture from great organizations like Zappos and the United States Marine Corps.

 

Maximize your brand with new resources

Trevor Tice, founder of CorePower Yoga, wants to create the first truly national yoga-studio chain. As a practice that follows a more aerobic style of yoga than a spiritual one, he plans to expand from their 65 studios to 75 by the end of 2012 while also entering new markets such as Texas, Seattle, Honolulu, California and Colorado. Tice’s growth plan is rooted in offering a consistent experience across the chain and hiring people that fit the culture of this accessible, friendly and encouraging practice. And he plans to do this all without using traditional brand marketing. Besides a few Groupon deals, CorePower is using word-of-mouth and digital marketing. For example, they invite staff from “like-minded businesses,” such as the manager of Whole Foods, to join a class in hopes they will enjoy themselves and tell their friends and colleagues. Locations for future studios are carefully researched as they focus on  urban areas populated with their target demographic of 25 to 35 year old professionals.  Click here to read more about how this small Denver-based company plans to transform the “breathing and stretching” yoga industry.

 

Let’s talk tech

The hiring environment for technology talent has always been competitive, but looking ahead, it’s only going to get more challenging. Tech salaries in the U.S. will rise almost twice the national average in 2013 due to the high demand for talented technical candidates. On the heels of the national shortage of IT talent, the next year will also bring an explosive growth for Big Data jobs—engineers that capture, store, search and analyze data sets that are too large for regular database management tools. Employers are looking for candidates with business knowledge along with technology expertise and analytical skills, making this an even more ruthless arena for talent. Click here to read more about the upcoming trends in the IT world.