Am I Mashed-Up or Just Fried: A Journey Into Social Recruiting (Part 5)

Chris Carlson

Christopher Carlson, Senior Manager, Talent Acquisition, Booz Allen Hamilton
Twitter: @cciCarlson
LinkedIn: www.linkedin.com/in/ccicrc
Blogs from Christopher Carlson

About two months ago now, our team had our annual Spring Strategy Session. During this session, we reviewed data, as we always do, and started to think about 2014-2015 activities.  However, this year was unique because we invited our digital marketing team, our recruiting marketing team, and our learning and development team to join us.

It was a great!   We did a deep-dive on designing our approach to social recruiting through every stage from “awareness” to “conversion” for both the general audience and the targeted audience.  We became more aware of how to reach and influence candidates. We looked more closely at how we leverage each category of recruitment marketing—paid, owned, and earned.

Several key initiatives resulted from that session across each of those categories.  One of the most consuming of which is content development.  How do we ensure compelling content for those we are recruiting for short-term demand and those we want to engage for future demand? We had a few a-ha moments for sure and thought we had covered a lot of ground.  My head stopped spinning as much as it had in the past.

Then came #NACE14, right on the heels of our session.  BAM! My head started spinning again.  There were several sessions that really provided additional insights into customizing digital content to specific audiences. In addition, there were a few sessions that added to my playlist of words that are sure to be used by my team as part of new drinking games. Of special note would be two specific sessions (don’t worry, I will not plug my own) that I found of great interest that helped me understand more about content and how it can drive recruiting.

“Content is king, but context rules” was not only a great quote from Tammy Garmey from TMP in the Candidate Experience 3.XO session, but became my personal battle cry since leaving #NACE14. In the session she co-presented with Joe Howell from EMC2, they discussed how EMCbuilt a personalized digital content delivery experience for candidates. They showcased the technology platform they leveraged that would sort through the vast amount of content available and present what would be meaningful to a specific candidate.  The technology leverages information about the candidate and suggests content.  Big data and advanced analytics and all sorts of concepts come into play.

Whether your realize it or not, you and I are already seeing this approach applied to us every time we open our browsers or log onto a social media tool.  There is an  advertisement—on your screen probably right now—that someone thinks will be of interest to you based on your online behaviors, cookies, and other key data.   This workshop really brought it home to me that it is so critical to think about how you manage your content and more importantly how you deliver that content in a personalized way. We need to think about attracting the computer science major differently from the history major, just like we would on campus in person. Again, in social recruiting, one size does not fit all.

One of the other great sessions focused on gamification, my new favorite word. It was a SmartTalk given by Danelle DiLibero of RMS. She walked us through how RMS partnered with the developer of a very popular online game that had a direct correlation to their business. They embedded key messaging into the game that would provide real insight into the type of work that RMS does, as well as links to their careers site. Their efforts supported their culture of innovation and provided a vehicle for their employee value proposition. I can definitely see the benefit of this approach. Our team has had greater success with supporting competitions than we have at career fairs. My head is still swirling with the possibilities as our firm is about problem solving for our clients and we look for people who have a passion for solving problems.

It is going to be a fun year as we continue to evolve and formalize our approach to social recruiting, especially after #NACE14 and I will continue to share stories of our progress. On the day I wrote this blog, my Yahoo horoscope confirmed that it is going to be fun: “It’s a great day to try big, crazy ideas—even if they seem too big or crazy to work out. Consider it a day of experimentation and you are sure to learn some new, valuable things.”   Look out y’all it might get a little crazy!

This is the fifth in a series of blog about using social media in recruiting.

The Social Media-Enhanced Job Search: Creepy or Courageous?

kevin grubb NACE Ambassador Kevin Grubb
Associate Director, Digital Media & Assessment at Villanova University’s Career Center.
Twitter: @kevincgrubb
LinkedIn: http://www.linkedin.com/in/kevingrubb
Blog: “social @ edu”.
Blogs from Kevin Grubb.

At the 2014 NACE conference, I heard lots of conversations about social media, recruiting, and job searching. That’s not surprising; social media is still influencing our work and changing it with exponential speed. I found myself often reflecting on the class that I teach at Villanova on social media and creating a professional identity online and whether all that we can do with technology now is creepy or courageous.

In my class, I have every student read the privacy policy of Facebook or Twitter and write a reflection on what they found. If we were taking live polls of my ratings as a professor, I can tell you my scores would drop like a lead bucket as soon as that assignment goes out. Doesn’t everybody just click on “I agree to (insert website name) privacy policy and terms of use” right away and start the sharing? Ugh!

Facebook Terms of Use

Have you ever read this entire thing?

But, when I read the resulting papers and talk with students afterward, there’s always been only gratitude. What they learned was a mixture of “creepy” and empowering: they’re now aware of what information is out there and start confidently making decisions to be smart online.

“Creepy” is a word I hear often when I talk with groups of students and professionals about social media. I hear it especially in conversations about LinkedIn’s “Who’s Viewed Your Profile” feature, which shows you just what it says it will. Conversely, when you view the profiles of others, they would be able to know that, too. You can change your visibility in this feature via privacy settings, though I will say I think users should remain visible in almost every case. I’ve heard many good stories about connections getting made and even an interview being offered when two people realized they stumbled on each other’s profiles.

Are there elements of social media that feel creepy? I won’t argue that it can create uncomfortable moments. However, social media can also be empowering, as the students in my class find out together. To get active, to share your goals and your ideas (without “oversharing”—either emotionally or just by posting too often), and to connect with people about those ideas: that’s a powerful possibility social media creates.

It’s a big, big stage we’re on when we talk about sharing ourselves and our stuff on social media. Anyone who realizes the magnitude of reaching thousands or millions of people with a few taps on the keyboard and a mouse click is right to say, “I should really think carefully about this.” In my experience talking with people, that also scares the heck out of them. What if I share some things that really matter to me and nobody cares? What if someone bashes my ideas? Do I have anything worthy enough to share?

For students, being active on social media in a professional manner takes courage. It’s trying something new. Just like putting on a business suit for the first time felt strange, so does putting on your digital suit when you interact on social media. Did it take them a little courage to make the first introduction to someone at a networking event or career fair? So, too, does it take courage to ask for help from alumni on LinkedIn, to tweet to professionals they think are doing great work or to write a blog post?

Perhaps the social media-enhanced job search is part creepy and part courageous. For now, I’m in the courageous camp. NACE blog readers: What do you think?

First NACE Excursion Is a Hit!

NACE14 Excursion

Some NACE14 attendees hiked their way through a conference workshop on Monday, visiting three historic San Antonio locations for a presentation and a question-and-answer session with business representatives.
The 1.2-mile walk began at the Marriott Riverwalk. Attendees made their first stop at the Arneson River Theatre, an 800-seat amphitheater on the banks of the San Antonio River, with entrances into La Villita Historic Arts Village.

NACE14 Excursion 2

NACE14 Excursion

 

 

 

 

 

 

 

 

The excursion continued to The History Shop, a shop that carries original antique maps, antique books, militaria, and antique weapons. The shop specializes in Texas history: Spanish Colonial, Texas Revolution, Republic era, and the Civil War. The excursion ended with a 45-minute, 2.5-mile cruise. Rio San Antonio Cruises provided a narrated boat tour of the city.NACE14 Excursion 5

The NACE14 Excursion is a concept adapted from Jim Gilmor and Joe Pine (The Experience Economy: Work Is Theatre & Every Business a Stage) and their annual thinkAbout excursions.san antonio river cruise

Pictures From the NACE14 Conference in San Antonio!

The 2014 Conference & Expo opens in San Antonio!

OpenRecept02

NACE President Dan Black and NACE Executive Director Marilyn Mackes welcome attendees.

 

 

 

 

 

 

 

 

Connect. Compare. Collaborate. Opening keynotes.

Henry Cisneros

Henry Cisneros

Sarah Michel

Sarah Michel

Tim Sanders

Tim Sanders

 

 

 

 

 

Then, colorful dancers and a Mariachi band close the opening ceremonies and lead attendees to the opening reception.

Colorful dancers and a Mariachi band at the opening ceremonies.

Colorful dancers and a Mariachi band at the opening ceremonies.

Exhibit hall

Exhibit hall

Preconference workshops

Preconference workshops

Registration

Registration

 

 

 

 

 

 

 

 

What Do You Know About San Antonio?

What do you know about San Antonio? Here are some trivial bits to pull out when the conversation wanes:

  • Fritos corn chips were invented in San Antonio in 1932.
  • Movie actress Joan Crawford and comedienne Carol Burnett were born in San Antonio.
  • San Antonio is the seventh largest city and the third fastest growing city in the United States.
  • Conde Nast Traveler ranks San Antonio as the number two U.S. travel destination, and number nine worldwide destinations.
  • The San Antonio Zoo is celebrating its “zootennial,” its 100-year anniversary. It’s the seventh largest zoo in the United States.
  • San Antonio is home to 85,000 military personnel. Fort Sam Houston is the headquarters for the U.S. Army Medical Command as well as the home of the Fifth Army. Nearby Air Force bases include Lackland, Randolph, and Brooks.
  • Tower of the Americas, built in 1968 for the World’s Fair, is a 750-foot tower in HemisFair Park offering a 360-degree view of San Antonio.
  • Chili was invented in San Antonio and was “introduced” to the nation at the Chicago World’s Fair of 1893.
  • Babe Ruth and the Yankees used to hold spring exhibition games in San Antonio.
  • Tommy Lee Jones, actor and an eighth-generation Texan, owns several ranches in Texas, including a home in a suburb just outside San Antonio.
  • Shaquille O’Neal played high school basketball in San Antonio, and in 1989 helped his team go 36-0 for the season, earning him the title of San Antonio Express-News Sportsman of the Year.
  • San Pedro Springs Park, founded in the 1800s, is the United States’ second oldest park. (Boston Common in Massachusetts was founded in 1630.)
  • San Antonio is home to the largest of the three SeaWorld Parks.
  • The 21-story Milam Building, built in 1928 and located in downtown San Antonio, was the first fully air-conditioned high-rise building in the United States. The original system piped chilled water past fans that circulated cool air.
  • Fiesta San Antonio, a 10-day celebration that began in 1891, happens every April to honor the heroes of the Alamo and the Battle of San Jacinto. There are parades, special Fiesta medals and pins, music (including jazz, mariachi, and tejano), food and drink, and more entertainment.
  • Lyndon B. Johnson and Lady Bird were married in San Antonio at St. Mark’s Episcopal Church, across from Travis Park downtown.
  • What are people in San Antonio called? Texans.

Easy-Breezy Tips for Attending the 2014 Conference

If you’re new to NACE’s annual conference, if you’ve never been to San Antonio, or if you’re looking to make your conference experience easy-breezy, here are some tips:

barcodeNEW TECHNOLOGY this year! Scan-and-go stations will help attendees pick up their name badges! Bring the special e-mail with the barcode sent to all pre-registered attendees with you to the registration area. Scan the barcode, and then proceed to the badge pick-up station to get your name badge.

Choose your shoes for comfort. Business casual is the recommended dress for the event, but comfortable shoes are the key. While all conference events are within a short walking distance, going to workshops, visiting the exhibit hall, and hitting the general sessions means the potential for a lot of wear and tear on your feet. Pack your most comfortable shoes.

thermometerKeep your water bottle filled. Temperatures are rising in June in San Antonio. Daily highs are typically in the low 90s; daily lows in the low 70s. Drink water frequently. Keep the water bottle in your registration package filled using the water stations placed throughout the conference area!

appDownload the app. Set up your itinerary and use your smartphone or tablet as your daily guide. The conference app offers access to information on all workshops and sessions. It also links you with NACE’s social media so you’ll get fresh updates on all conference activities. You can also message other app users through the app. (Go to your app store and search for NACE14. The app is free.)

conference-human-signageLook for flags and signs. You don’t have to be an explorer to find your way around. NACE will post teal and orange flags along the route between the two hotels and convention center—all sites of conference activities. Look, too, for NACE staff holding lollipop signs directing you to the next activity.

If the shirt is green, it’s Sunday. Questions? Looking for help? NACE staff is easily identifiable by the color of their shirts. Look for staff in emerald green shirts on Sunday. On Monday, the shirt of the day is rich red. Tuesday is blue. Wednesday is purple!

OLYMPUS DIGITAL CAMERA

OLYMPUS DIGITAL CAMERAOLYMPUS DIGITAL CAMERAOLYMPUS DIGITAL CAMERA

 

 

 

 

Identify your colleagues at a glance! Badges are color coded this year. Employers badgesget red badges; career services professionals get blue badges; and business affiliates will wear purple badges.

Snag a little Wi-Fi. You can get your Wi-Fi free in the NACE space at the hotels and convention center, including session rooms and public areas. It is not available in the exhibit hall or the Grand Ballroom at the Marriott Rivercenter. Password: NACE14.

smiley_faceSmile pretty! A photographer and a videographer are documenting the conference with pictures and videos to be used in promotional materials and publications, on the website, and on other platforms. If you don’t want your photo taken/used in this way, please notify the photographer/videographer or a NACE staff member.

 

NACE14 attendees! Register for any of five free webinars based on popular workshops at the conference.