Am I Mashed Up or Just Fried? A Journey Into Social Recruiting With Puppies (Part VI):

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 weeks ago, I had the chance to attend a social media/recruiting conference in New York City. It was a really great opportunity to learn about best practices in social recruiting from some real industry leaders. While in New York, I had the chance to visit the MoMA as well. If you have never been, it is really a wonderful museum full of amazing art. It got me thinking about something I wrote on my last blog, a quote from Tammy Garmey from TMP “Content is King but Context Rules.”

Our digital content is very much like art in many ways, in that the context in which we see the art can influence our interpretations. We have the chance to present our ideas and messages in so many different ways to reach a wide variety of audiences and tastes. It is always the context in which we view the art that dictates our appreciation.

Walking through the museum looking at amazing pieces by some of my favorite artists, I also noted that many people were using headsets to learn about the pieces and the artists—common in most museums. Some individuals were led by docents on official tours. Still others were outside listening to a live concert that MoMA had in their courtyard—experience art through music. Not only did MoMA expose people to the art works, they provided multiple ways to reach their audience. At this point, you may be saying, “so what is your point Chris?” Good question…

Let’s fast forward to a call with some 20+ representatives from a variety of companies and from the Jobs Accommodations Network (JANworks.org). On this call, we talked about how to make our recruiting content accessible to everyone including individuals with disabilities or differing abilities. We tried to focus the effort on organically created content developed by our employees. Most of the companies represented were already leaders in hiring individuals with disabilities, and we wanted to further enhance our outreach via social media.

A few key points resulting from the call included:

  • Use multiple channels to share your message: Not every social media tool has built-in accessibility and it is important that you don’t use just one to reach your audience. Just like the MoMA, consider options for your audience.
  • Make content accessible at the point of creation: Look for ways to cascade information about how to make content accessible to your employees so that as they create content it will be accessible. By doing so, it will better convey the real meaning and not lose perspective after someone else tries to make it accessible.
  • Include positive images of individuals with disabilities in your content: One thought is to partner with relevant ERGs or to work closely with your marketing team to make sure you have those positive images so that individuals will be drawn to you.
  • Make it routine: When building PowerPoint presentations or videos, always use built-in accessibility tools whether you need to do so or not. Having people make this part of their everyday will ensure that more content is accessible and easier to create.

For me, the discussion around content and making it accessible reminded me of one of the pieces in the MoMA. The piece was entitled “Still Life With Three Puppies.” Our messaging is like that painting. You can paint still life but it becomes so much more enriching and engaging when we include puppies. Find ways to incorporate varieties of media into your messaging such as captions into your videos or word descriptions of your photos. By doing so, more people will be drawn to your message just like we are drawn to the puppies.

There were definitely some other insights into specific tools that you can use and I will be happy to share those with you if you reach me. You can also reach to JAN at www.askjan.org. They are a great resource.

Am I Mashed Up or Just Fried? A Journey Into Social Recruiting (Part 4):

Chris Carlson

 

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

I am happy to report that my team has created a new drinking game based on my journey into social recruiting. They have to drink every time I use the word “webinar”.   Webinars have become an obsession of mine as I view them as a way to have virtual engagement and I think serve as a strong vehicle for sharing information. They also allow us to harness the enthusiastic employee base that we have and I have been so thrilled with the willingness our employees to participate in our initiative. I do feel for my team though as several of our team meetings have ended up looking like a TV network program scheduling meeting and I am sure my colleagues racked up quite a large number of drinks (not during work, of course). Part of my obsession comes from the need to address the objectives I discussed in Part 3 of my series and serve as a primary vehicle to address one of the two components of social recruiting that I see as essential.

From my perspective, there are two critical components of building a social recruiting strategy. The first is really about content and how you push your message out there or “branding”. To start down this path, we looked at different components of traditional campus recruiting and discussed how they translate into a virtual world. The content that is developed for the virtual world needs to be both engaging and compelling so that individuals will return time and time again.

That component takes some time to develop as you need to think about

  1. how you feed your message across all the outlets,
  2. how you highlight your employee value proposition, and
  3. how will you enhance the candidate’s experience?

You can’t just tweet: “We have jobs!” or “Hey you! Here is a job for you”. People will get bored with that very quickly. There will be a need to translate the key messaging from your traditional campus information session into virtual messaging and balance that messaging with your technical and functional expertise that you share in classroom presentations or case competitions.

You also have to think about how to touch as many candidates if not more with these messages in quick hits like a career fair and then drive those connections into actual pipeline.  There are a number of companies out there that do a tremendous job with this component and have been doing so for a while so it is important to think about how to set yourself apart. It was this component that led to my team’s new drinking game.

The second component from my perspective is one that many old school recruiters may appreciate—“direct sourcing”. As you may recall, I grew up in recruiting and learned how to start with a list of five names and turn those into a pipeline and this background is the cornerstone of my recruiting philosophy.

I think the sound of directly source to identify talent in the college recruiting world doesn’t always seem like a popular approach with some people for a variety of reasons. However, it is what I know and is always forefront in my mind. I know that I want computer science majors who have internships, so I am going to go after those candidates. There was a time in our team’s past where they wouldn’t let me get a hold of a resume book because they knew I would be contacting candidates into the wee hours of the night and I would be firing off e-mails to the team with candidates who responded with interest.

I truly believe once a recruiter, always a recruiter. So you and I both know that there are candidates out there who don’t want to go to a webinar and for that matter, do not want to go to an in-person career fair, but they are candidates we still want to reach. I guess if you sat in a hallway on campus with some donuts you might reach some of them (I know I ALWAYS stop for a donut), but that is going to require a lot of donuts and a lot of manpower in a lot of hallways.

NACE reported that there are more than twice as many jobs for computer science graduates as there are graduates. So part of our strategy is about direct outreach. I will be honest: we are still reviewing and testing a variety of methods and tools other than me staying awake all night e-mailing every computer science student, and I don’t want to give away too much about some of our thinking around this one. Suffice to say, you have to spend some time thinking about this one.

Looking at how to integrate these two components has kept me up many a night. You are not going to be able to recruit a candidate if you don’t have a compelling employee value proposition or brand. Likewise, you can brand yourself all day long, but you may not ever reach the candidate pool you want without some good old-fashioned direct sourcing. So as I watch a variety of reruns and infomercials late into the night, I sit and wonder how to feed the student’s need to feel engaged if I don’t go to campus. In essence, how do I offer that virtual donut? (Mmmmmmm….donuts) And that, my friends, is our greatest challenge and where I think the greatest transformation within university recruiting is taking place—tapping into the social networks.

Look out for additional entries highlighting my journey into social recruiting. As a reminder, I am presenting on this topic in more detail at #NACE14. Also, if any of you want to connect to share stories or best practices, reach out to me and we can share some virtual donuts. I do like the donuts and the doughnuts.

“Everyone Is a Recruiter” will be presented on Tuesday, June 10, at 3:30 p.m. See the #NACE14 Itinerary Builder for details.

Did you miss Christopher Carlson’s first, second, and third installments on his journey into social recruiting? Read them now!

Am I Mashed Up or Just Fried? A Journey into Social Recruiting (Part 3)

Chris Carlson

 

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

In my home office, there is a large neon sign that I picked up at an auction that says, “Buffet Open, All You Can Eat”. Every time we start to discuss social media and recruiting, I think of that sign. There are so many options from which to choose. You can eat from across the whole buffet and self-select those items you want to eat, or you can go to one of the specialty stations to be served a specialty item such as an omelet or a cut of meat. When approaching a good buffet (and there is only one that I will frequent which is in Vegas and you know which one it is), I am careful to review all the options before even grabbing a plate. Once I review my options, I develop a strategy based on how hungry I am and how much time I have. I have been known to relax between courses and to partake of king crab legs for hours.

It was this same approach in developing our social recruiting strategy. We took the time to really understand why we were going to this buffet, and we were careful to review our options in order to select the right ones to meet our needs. We realized that we couldn’t have everything on the buffet. We knew we had time to roll it out and to make a few trips to the buffet as we evolved our thinking. We also knew that we didn’t want to do something just to do it. It had support one of our key objectives which for us included (1) further personalizing our value proposition, (2) enhancing candidate engagement (3) being scalable and sustainable, and (4) building a long-term talent community. All of these objectives aligned to our “burning platform” or the key areas of opportunity for us. Each of you may come to different objectives for your efforts based on your rationale. It is essential in developing your strategy that you have clear objectives and that you design your efforts to support those objectives.

So we grabbed our plates and we started to select the components of our strategy. We wanted to look at short- and long-term initiatives that would allow us to make impact against our objectives with the resources available. Some members of the team had eaten at this buffet before and some had avoided this buffet all together. To ensure we all were on a level playing field, we reviewed the buffet – we looked at the most popular social media tools including but not limited to Facebook, LinkedIn, Twitter, YouTube, and Pinterest. We reviewed how our organization was using these for marketing purposes. I will say here that a lesson learned is to make sure everyone knows that although these platforms support social networking, the strategy isn’t just about one-on-one networking with everyone and his or her mother. Everyone on the team has to understand that it isn’t about posting pics from the intern BBQ or that you have to have a special business handle. It isn’t about each person on your team picking a platform or everyone picking the same platform. It is about composing a balanced plate of options.

So our “small but very mighty” team approached the buffet. We realized as we started to map solutions against our objectives that we didn’t want all of those options right away. At least we recognized that we didn’t want them as a main course but rather as side-dishes to a larger “main dish”. For example, we wanted to leverage Twitter and LinkedIn to promote our interactive webinar series for students and career services and not as primary means of interacting. So our webinars were the main course that linked back to our objectives and the social media tool was the side-dish that complimented the effort. We continued to build our plates to include internal-facing initiatives such as a firm-wide campaign leveraging employees at the grass roots, enhancing our SharePoint site and sharing information broadly via Yammer and quarterly firm-wide teleconferences for all staff. It is starting to look like a composed plate with some real depth of flavors but we know that we need to continue to revisit the buffet to satisfy our hunger.

If this blog entry made you a little hungry for more, I am going to be sharing more about our lessons learned and additional trips to the buffet in upcoming blogs. Also, as a reminder, I am presenting in more detail at #NACE14. If any of you want to connect to share stories or best practices, reach out to me and we can start the discussion over the phone or via one of the social media tools. Who knows, maybe we can start a Twitter chat.

“Everyone Is a Recruiter” will be presented on Tuesday, June 10, at 3:30 p.m. See the #NACE14 Itinerary Builder for details.

Did you miss Christopher Carlson’s first and second installment on his journey into social recruiting? Read them now! Look for his next blog on May 15.

Am I Mashed Up or Just Fried? A Journey Into Social Recruiting (Part 2)

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

Picture it: NACE 2012, I remember sitting, listening to a panel of my counterparts and experts talking about social media and recruiting, and thinking, “Oh dear, is that right for us?” After that session there was another session and another. Panic soon ensued. I knew how to post pictures on Facebook and I had a LinkedIn page, but I have trouble keeping up with the requests on those as well as my e-mail. How are we going to handle individual engagement with college students from every campus via social media??? After several other sessions, more experts, and more articles, I was even more distressed.

After calming myself down and taking a deep breath, I realized that this is just a change. Change isn’t scary; after all, I am a Change Management Advanced Practitioner. Let’s start at the beginning: Moving into social recruiting, whether as a primary thrust of your strategy or just a component, is going to require change. With any change you need to be able to articulate a “burning platform” or a rationale for the change. Before you build a strategy and pick an approach or even figure out on which social media to be present, it is important for you to determine the “why”.   Phew, ok, I had a starting point. Then, I needed to figure out if this made sense for us.

To start building the case, it was necessary to do an environmental scan to determine the trends across our industry. I began searching the NACE website as well as other related sites to track key trends related to social recruiting and university recruiting. I began to see some interesting data related to how students were identifying positions. A recent survey by Collegerecruiter.com [Agrawal, Sanjeev, “How Companies Can Attract the Best College Talent”, March 17, 2014, Harvard Business Report] quantified that trend when it was noted that the number one source of college students finding a job was through their friends followed closely by job boards. It is becoming clear that social networks may be fueling the job search at the university level. So, I quickly realized that my first goal was to understand how to tap into that social network.

Our team has always reviewed data around majors and schools to identify any specific trends. When we started to review our own data, we quickly started to see some additional emerging trends one of which was somewhat antidotal related to on-campus activities—“where were the seniors in computer science?” We were finding freshmen, sophomores, and juniors in the Fall, but seniors were slowly dwindling. We also saw that competition for talent, overall, was on the rise which was confirmed by NACE data around on-campus activity. We had to make some assumptions based on what we were seeing. We had to assume that more companies were converting their interns and that competition was heating up, especially for technical majors. We made a concerted effort to target our on-campus activities to specific departments and were seeing results. We also knew that we had worked to brand ourselves more in the technical space and again, were seeing results. However, when we looked at projected demand and the current pipeline, it hit us. We realized that we had to strike early and often to reach a highly competitive pool of candidates and we had to cast a much wider net—four, five, or even 10 “core” schools can’t deliver the pipeline that our firm needs anymore. So, how do we sustain and scale that to reach a pipeline that will meet our needs?

We then had to look at our own team, our resources, and our service offerings. Could our “small but mighty team” engage in a new endeavor into the social recruiting world? Do we have to add 10 more schools, and then 10 more schools to build that pipeline? How could we leverage the enthusiastic employee base to our advantage without breaking the bank?

An inventory of our organization, historical demand, our budget, and our team’s competencies was the additional step necessary for us to norm around our “burning platform.”  Clearly we couldn’t replicate our winning on-campus strategy across any additional schools. We would burn out and fail to provide that personal touch that students like.

It was clear: We had to go into the social recruiting space. Our next major step would need to be focused on how to leverage social media to achieve our objectives. (I would encourage you to explore your business case before going into the social space and make sure it is the right path. Do you have a clear understanding of your demand? Make sure you understand how it can enhance your program. If you have a successful on-campus approach and are seeing the results you need, then you may not need to jump into the pool head first. You may want to wade into the water. My team will probably tell you that I more than likely bumped my head on the bottom of the pool when I dove in.)

In the next blog, I will explore how we began to execute and obtain support for our leverage of social media in our program. We are still learning and would love to connect with others to chat more about this—perhaps a networking circle or a Tweet chat. Of course, please come see me @NACE14 where I will be presenting on this topic.

“Everyone Is a Recruiter” will be presented on Tuesday, June 10, at 3:30 p.m. See the #NACE14 Itinerary Builder for details.

Did you miss Christopher Carlson’s first installment on his journey into social recruiting? Read it now! Look for Part 3 on May 6!

Am I Mashed Up or Just Fried? A Journey Into Social Recruiting

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

Reading regular updates on corporate engagement and investment into social media suggests that it is becoming a critical piece of corporate recruiting strategies.  The influence of social recruiting and media on university recruiting continues to evolve.  Many traditional campus recruiting models are being challenged by new paradigms in means of communication.  Our team has been in the process of evolving our social recruiting strategies for university recruiting, and when asked to contribute to the NACE Blog, I thought it would be appropriate to develop a series of blogs designed to share more about my personal journey into social recruiting.

Let me start the series by sharing a personal perspective.  I hate to confess this, but I learned recruiting in a small office back in the day when recruiting was done by putting an advertisement in a local paper and that was pretty much our only strategy.  We opened the envelopes of those who applied and proceeded to review them, and put them into two piles—qualified and not-qualified.  I still remember counting the months and years of experience on each of the qualified resumes with a red pen for review by the hiring manager and the EEO officer. We thought 150 applicants was a lot.

Over the years, I recruited during the introduction of the Internet and job boards. I still am close with some recruiters who were in the chat room of the original OCC, which became Monster. We went from 150 applicants per  job posting to thousands. They came in from all over the world. Technical recruiting exploded, but it was still contained in the confines of job boards and postings. Throughout this whole period, some things remained constant in university recruiting—posting positions, career fairs, on-campus interviews, meeting professors, and student group meetings. Technology advanced a greater ease in posting as we didn’t have to mail a flyer anymore, but still nothing dramatic happened.

Fast forward to now…every student has a smart phone and/or a tablet. Career services staff leverage social media to keep students informed and even trained. There are apps like Twitter, LinkedIn, Pinterest, Facebook, Snapchat, Instagram, and Vine that allow individuals to communicate instantly and to large numbers of people.  My head whirls sometimes just thinking about it all. Should I be mashing something so I can “mashup?” If I am on Twitter, am I twittering or tweeting, and why am I putting a hashtag in front of everything? Do I have to write in complete sentences?  Who are these people and why do they want to connect with me?

Our team met just over a year ago to review the changing landscape on campuses and within our business. We reviewed our resources, outreach, tools, and historical metrics.  We discussed our challenges and opportunities. We then started to realize that we needed to embrace a remote, social recruiting strategy. We started down that path and are still moving in that direction. Over the coming months I am going to discuss the transition from traditional campus recruiting to embracing this “brave new world.” I will be discussing processes, lessons learned, and best practices.

In true social media fashion, I encourage you to share your stories with me as well. We can mashup together, and I hope you will continue to follow me down my #journey. I will also be presenting at #NACE14 on this topic in more detail.

Everyone Is a Recruiter, best practices on establishing a social recruiting approach that takes into account both internal and external tools and audiences, will be presented by Christopher Carlson and Courtenay Verret, Talent Acquisition Program Associate, American Red Cross.

Read part 2 of Christopher Carlson’s “Journey Into Social Recruiting.”

Highlights from the Social Media Mashup, #NACESocial

Espie SantiagoEspie Santiago, NACE Guest Blogger, is an assistant director of career counseling at the Stanford University Career Development Center

Twitter: @espie_s
LinkedIn: www.linkedin.com/in/espiesantiago

I am happy to report that NACE’s Social Media Mashup in San Jose exceeded my expectations. Here’s my best attempt to give you a synopsis of the two-day event.

Day 1:
Eager to mash it up with colleagues familiar and new, I arrived to #NACESocial like a geek – fashionably early. I was warmly welcomed by NACE’s Marilyn Mackes and Mallory Gott-Ortiz, and key organizer Dawn Carter from NetApp. Not before long, I was surrounded by nearly 100 colleagues, all excited to learn about trends and best practices in social media – present and future.

First on the agenda was David Spector, Global Head of Mobile, TMP Worldwide, who gave the opening keynote address: The Art & Science of Social Media.
TMP

David reminded us of how far technology has evolved since the 90s – when there was dial-up internet through “classic devices” and you could not use your phone and the web at the same time. But now we can’t live without our mobile devices, and even though many have a choice of going to a laptop or desktop, a majority of us favor using our smartphones over any other device:

• 81% of searches are done via mobile because of either speed or convenience
• 77% of mobile searches are conducted at home or work
• Only 17% of searches are conducted on the go

By 2016, it is predicted that 92% of all college graduates will own smartphones.
The key takeaway for me was that if you aren’t designing your product or services for a mobile device/smartphone, then you are behind the curve.

However, despite the inundation of social media, David emphasized that human interaction still prevails. The need for people to connect is at the center of why social media was created in the first place.

After the opening keynote, I had the difficult task of deciding which concurrent session to attend. After much debate, I settled on the following:

Student Panel: Successfully Engaging Students With Social and Digital Media
Tom Devlin from UC Berkeley moderated a panel of recent grads and current students to discuss how they used social media to conduct their job and internship searches. All panelists commented that LinkedIn strongly contributed to their success in landing positions. They also said the trend is moving away from using Facebook, but more activity on LinkedIn and Twitter with YouTube and Instagram as additional popular social media platforms.

The key takeaway from this session was that students are beginning to use LinkedIn more and more to connect with employers. Employers – beef up those company pages!

Day 2:
After a great breakfast and some in-person networking, I, again, was tasked with choosing between some equally enticing presentations. Luckily, I would be conducting a presentation on “Strategies to Help Students Get the Most from their LinkedIn Experience” during the final presentation timeslot, so I had one less decision to make.

First, I attended: The Changing Face of Social Media in Career Services, presented by Manny Contomanolis from RIT and Trudy Steinfeld from NYU.

Manny and Trudy had the most hilarious slide from the entire mashup, describing social media sites, deconstructed from the toilet.
SocialMediaDecon

They had some many great takeaways from their presentation, but here my favorites:

• What’s Next in Social Media? It’s mobile, visual, greater integration (easier to share content across multi-platforms), social at the institutional scale, content affirmed as king, and the importance of brand management

• Key Principles in Social Media Strategy Development
1) Flexibility 2) Content driven 3) Appropriate investments 4) Involve the right people
5) Commitment

• Don’t be too quick as to use every social media application that comes out!
• Know your institution and what would suit it best. For example, Pinterest is dominated by female users, so it may not be most the effective use of time if your campus is male-dominated.
• If nothing else, just ask yourself the following to drive your strategy: “Is it concise, accurate, relevant and timely?”

Next, I chose to attend: Is Campus Recruiting Really a Thing of the Past?, presented by Rob Humphrey from LinkedIn.

Basically, the answer is no! Phew, I still have a job! With the creation of things like University pages, lowering the user age to 14, and “CheckIn” which gives employers easy access to candidate data for career fairs and other events, LinkedIn will continue to complement the campus recruiting experience through the use of social technology. Campus recruiting is reinventing itself with the ease of LinkedIn’s tools.

Lastly, Ryan Glick from Google gave the closing keynote address: Search & Social.
Ryan talked about lots of great ideas for using Google tools for social recruiting. He discussed the trends and changing landscape of the job industry, mobile as a social tool, and the use of video (YouTube) to grow and engage your audience. And I especially enjoyed learning how Google+ can help build communities.
Google
Again – my key takeaway from his presentation amongst a lot of great content is MOBILE, MOBILE, MOBILE! Job seekers are using their smartphones to look for jobs, not to apply for them per se, but to search for them, making mobile a huge part of the job-seeking experience. (Job seekers and employers looking to build a mobile site should look at Indeed.)

Conclusion
There was so much great information to be gained from #NACESocial that I am so happy that NACE is sharing the presentations with us online. I look forward to continuing to dialogue about trends and best practices in social media with my colleagues in career services and recruiting.

Strategies to Help Students Get the Most from Their LinkedIn Experience

Espie SantiagoEspie Santiago, NACE Guest Blogger, is an assistant director of career counseling at the Stanford University Career Development Center
Twitter: @espie_s
LinkedIn: www.linkedin.com/in/espiesantiagoOn Friday, August 23, my colleague Bev Principal and I will be conducting a session on “Strategies to Help Students Get the Most from Their LinkedIn Experience.” As career services professionals and employers, we all know that LinkedIn is a mandatory tool in today’s job market, but it can be challenging to convince students of its value without structured programs. It’s even more challenging when faculty and academic departments on your college campus don’t use LinkedIn themselves, and therefore don’t support or encourage students to use it. We’re excited to share with you how we, at the Stanford University Career Development Center, were able to successfully grow our LinkedIn program amongst students, faculty and staff, thereby helping students get the most from their LinkedIn experience. Ours is one such success story, but we’re also anxious to hear anecdotes from others on the do’s and don’ts of building social media programs at your respective organizations.

I am really looking forward to meeting fellow social media enthusiasts throughout #NACESocial!

NACE Social Media Mashup:
Pre-Event Online Networking

Espie SantiagoEspie Santiago, NACE Guest Blogger, is an assistant director of career counseling at the Stanford University Career Development Center
Twitter: @espie_s
LinkedIn: www.linkedin.com/in/espiesantiago




Today I was fortunate to have participated in NACE’s Social Media Pre-Event, which was a live virtual speed-networking session. Working in university career services over the years, I’ve definitely overdosed on my share of in-person speed-networking events, but this was the first time I’ve ever joined one online. And boy did I enjoy using this type of technology to get connected to Mashup attendees prior to #NACESocial this Thursday and Friday – what a great way to engage some of us before the event even begins! Hosted by Brazen Careerist, I was able to easily chat with a handful of career services professionals and employers to learn about their specific interests in using social media today. I look forward to continuing our conversations in person at the Mashup. Special thanks to those I chatted with including Diana Wong, Dawn Carter, Glen Fowler, Alice Camuti and Ashley Hoffman.

Leveraging Social Media to Engage Students

Dan BlackA post from Dan Black, Americas Director of Recruiting, Ernst & Young LLP
2013-14 NACE President






On Thursday, August 22, I’ll be moderating a panel of employers as they discuss their digital engagement strategies at the NACE Social Media Mashup (#NACESocial).

We’ll be discussing best practices, including how to leverage social media to engage students.

At Symantec, for example, Emma Hooks and her team don’t just use social media to push content: Instead, they’ve built a lot of interactivity into their Facebook page. (The downside according to Emma: Maintaining the Facebook page in real time can be challenging.)

eBay focuses on just-in-time interactions, responding to posts 24/7/365. Jen Lamorena says eBay has very clear goals for all of its social media channels, and sees that having a “face” or “voice” behind eBay’s efforts is critical.

InternMatch provides unique content to its target audience while maintaining a voice that is true to the company’s culture and brand, explains Ashley Mosley. InternMatch also uses Google+, a tool that many employers are eager to learn more about.

And Emily Vera says Northrop Grumman strives for the “viral reach” by focusing its strategy on generating quality content that not only engages its immediate following, but prompts them to share it so it reaches an exponentially higher number of users.

Also of particular note during the Mashup will be the introduction of NACE’s Career Counselor’s Guides to Social Media in the Job Search. Written by career services professional for careers services professionals, these free resources cover LinkedIn, Facebook, Twitter, Pinterest, and blogs, and will help practitioners assist their students in creating strong profiles, networking and connecting, and finding jobs and internships on these networks. (Thanks to Kevin Grubb, Villanova University; Shannon Kelly, University of Pennsylvania; and Megan Wolleben, Bucknell University, for all their work!)

I’m excited to be a part of this unique event and I’m eager to share the ways we at EY use social media to brand ourselves and attract top talent. And because of the robust group of presenters and attendees and the breadth of the programming, I know I’ll leave San Jose with a greater knowledge of how we can leverage social media to achieve our goals.