Use Wideo to Enhance Your Social Media Message

Katrina Zaremba

Katrina Zaremba, Communications Coordinator, University Career Center, University of Kansas
Twitter: @KatrinaZaremba
LinkedIn: www.linkedin.com/in/katrinazaremba

We all know that videos are a great way to enhance engagement with your social media following. But why? Watch this short video to find out!

So how can you create visually stimulating, quick videos without a lot of time, effort, or money? Wideo! You can create a free account in no time and start wideoing today! Create videos using built in images or import your own, using easy animations to make your videos come alive. There are Wideo tutorials to teach you how to use this fun and easy tool! The free version allows you to share your videos via social media but, unfortunately, does not allow for mp4 downloading or removal of the Wideo branding and watermark.

Not sure where to start? Check out how our office is using videos to collaborate with faculty and share resume tips with students. I even used Wideo to create my #NACE14 video.

Now that you have some ideas, here are a few tips to keep in mind while creating Wideos:

  1. Keep your videos short and to the point. Most people prefer to watch videos that are under a minute, so stick as close to that time frame as you can.
  2. Use a storyboard to organize how you will communicate your thoughts. It will end up saving you time in the long run.
  3. Simple is often better. Keep your color palette to 3 different colors or less and keep a consistent theme.
  4. Promote your Wideos via multiple social media channels such as Facebook, Twitter, and YouTube!
  5. Bookmark the Wideo blog for more tips and tricks on using this fun resource.

I would love to hear ways in which you plan to use this resource. Have fun wideoing!

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.

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!

Using Facebook to Easily Connect Students and Employers

Smedstad-Headshot

Shannon Smedstad, Employer Branding & HR Social Media, Geico
Twitter: @shannonsmedstad
LinkedIn: www.linkedin.com/in/shannonsmedstad

Before we jump into the meat of this post, I’ve got a few initial questions for you …

EMPLOYERS: Does your company have a career-related Facebook page?

CAREER CENTERS: Do you have a Facebook page?

BOTH: Could you be doing more with your page?

If you answered “yes” to two out of three of these questions, please keep reading.

Most people know that Facebook is good for sharing photos and status updates. But, what if we could use Facebook as a virtual career fair platform? How exactly would that work?

facebook_logoThe Magic of Facebook for College Recruiting

You can access Facebook from anywhere: desktop, phone, dorm room, or in-between classes. You can chat with an individual or group. You can share information and link to jobs. Some recruiters already use Facebook to connect with job-seeking students.

As the manager of a corporate career page on Facebook, I have now successfully led three virtual career fairs … right on Facebook!

  • June 2013: More than 230 people engaged with recruiters over a two-day virtual career fair. Hires were made!
  • November 2013: We took a more targeted approach and attracted 75 students to our page during a one-day fair. It cost us less than $50.
  • April 2014: Co-hosted a virtual career fair with a collegiate honor society and grew our followers by 3 percent in one day and organic reach was the highest it’s been year-to-date. It’s still too early to know if we’ve made any hires—my fingers are crossed!

Advice and Lessons Learned

When it comes to social media, you have to be willing to take some calculated risks and try new things. Social platforms are designed for real time communication; we just have to be creative in our thinking to create opportunities to do just that.

To me, these Facebook career fairs fall into the low risk/low cost/potential high reward category. It’s all about the planning, promotion, human resources, and execution of the plan, not how much it costs. Here are some of my top tips for anyone interested in hosting your own virtual event:

  • Determine your audience and whether you have any existing partners that will work through this idea with you.
  • Give yourself plenty of time to create a targeted, multi-channel promotional plan.
  • Visual imagery is important in attracting talent and sharing details of the event.
  • Schedule a pre-fair call with the recruiters to talk through what to expect and how you might want to handle certain requests or situations.
  • Make sure that your page (booth) is properly manned during the allotted career fair time, and for a day or two after (questions continue to trickle in).
  • Measure results using Facebook Insights, ATS data, and feedback from the entire team to determine whether the event was successful and worth doing again.

Since our most recent event, we’ve had two student organizations reach out with interest to our team. When you can bring people, technology, and opportunities together for the greater good … it’s a beautiful thing. Thanks, Facebook.

Facebook: The One Place Organic Is Not a Selling Point

Megan WollebenMegan Wolleben, Assistant Director, Career Development Center, Bucknell University
Twitter: @MeganWolleben LinkedIn: http://www.linkedin.com/in/meganwolleben

Facebook Zero: Considering Life After the Demise of Organic Reach by Social@Ogilvy

When I first saw the above article on Twitter I favorited it; not because it was my favorite piece of news but because I wanted to keep my eye on it. It’s been in the back of my mind rattling around since and I was thankful for the reminder, and thoughts it provoked, when I saw a friend and colleague (the ever-awesome Shannon Kelly of UPenn) start it as a conversation in a LinkedIn group of which I am a member.

The news about the “end of organic reach,” made me feel a little better about myself. Until it was spoken aloud I was left wondering if it was just me. As our post reach numbers hit all-time lows I thought, “Was it something I said?” And while it’s always nice to know it’s not only you, the outcome is still not ideal. We all noticed the changes and probably, in some small way, knew (or feared) what it meant, what was coming.

As the article points out:

In 2012, Facebook famously restricted organic reach of content published from brand pages to about 16 percent. In December 2013, another round of changes reduced it even more.

But destination zero? The conversation on LinkedIn mentions the concern for smaller businesses and non-profits which touches on one of my major issues: Facebook treats all pages as the same. And by the same, I mean as big brands: GM, Coke, Nike – brands with BIG budgets and BIG agencies behind them. Regardless of what side of the table you are coming from, big business or career services, I think we should be upset about the fact that what “destination zero” essentially does is blocks your content to existing fans unless you pay. “Your Facebook Page’s Organic Reach Is About to Plummet,” article from Social Media Today raise a very poignant question: couldn’t Facebook somehow allow existing fans to be reached via organic means, and worked out a way that businesses pay to reach new fans? We all worked hard to get these fans. At my career center we paid for ads on Facebook to attract fans to our page. Now we are essential being forced to pay to communicate with existing fans, and any new ones, ad infinitum.

I keep asking myself, should we just leave Facebook? Or should we pony-up and pay for reach? When we created our Facebook page it was not driven by organic reach or ROI. It was about having a presence in a space where our students were (and still are) active. That is the same reason we hang up posters outside of the cafeteria. Facebook allowed our office a space for quick updates on an easy to navigate platform that students check frequently.

I found it so easy to jump in to using Facebook but I’m hesitant to jump out and I’m not sure why. If you asked me yesterday, in a fit of frustration, I would have said I wanted to give up and delete our page once and for all. Is anyone considering this? I know what’s pushing me out but I’m not sure I know what’s keeping me. What’s keeping you (and your career center) there?

 

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.”

The One Thing Underlying Really Good Career Advice

kevin grubbNACE Ambassador Kevin Grubb
Assistant Director at Villanova University’s Career Center.
Twitter: @kevincgrubb
LinkedIn: http://www.linkedin.com/in/kevingrubb
Blog: “social @ edu”.

How many times during any given year do you say something like the following statements?

  • “At the career fair, make the first move and introduce yourself to the company representatives with a smile and strong handshake.”
  • “It’s a good idea to create and manage a great social media presence online: have you made a LinkedIn profile yet?”
  • “Effective networking is one of the most essential elements to a successful job search. You have to put yourself out there.”

The answer is probably “a zillion.”

These pieces of career advice are frequently mentioned around the web and in career centers across the country. For good reason, too—they’re all important messages for any job seeker to hear. In 2013, I started paying attention to them more, and specifically, the resistance felt from the recipients of this advice. What was it that made some people quick to act on these words and others hesitant about it?

There was one theme that struck me most: courage. Courage underlies these pieces of advice. It’s taking action on something even when facing the fear of it.

Take the student whom you know is top notch on paper. You’ve seen her resume: she’s academically stellar with noteworthy experiences in and out of the classroom. But, she’s not one to generate a conversation. Simply advising her to introduce herself to an employer at a career fair might not work. She might need not only the “how to” of proper introductions, but also some time spent building the courage to do it.

Or, how about the student who is interested in journalism? One great piece of advice for him might be to start a blog. Not only would this give him a venue to practice his work, it would also give him the opportunity to invite others to read it. Perhaps it could turn into a portfolio of writing samples for future job applications. Beyond the instructions for setting up a blog and tips on effective posts, it may take some courage building to help him get comfortable with the idea of putting his work out there.

When I’m talking with someone who’s hesitant about following these pieces of advice, I ask them to identify the cause of their nervousness. Once a fear is named, we can create a plan to address it together. Maybe it’s writing a few “blog posts” and e-mailing them only to close family and friends to get experience hearing feedback. It could be setting the goal of initiating one in person introduction per week, even among peers on campus, until things feel comfortable. Experiencing a few small wins can build the momentum to something bigger.

NACE blog readers, what are your thoughts on courage in career conversations?

New Millennial Attitudes on Technology and Their Future

kevin grubbA post by NACE Ambassador Kevin Grubb
Assistant Director at Villanova University’s Career Center.
Twitter: @kevincgrubb
LinkedIn: http://www.linkedin.com/in/kevingrubb
Blog: “social @ edu”.

Working in the field of college career services and college recruiting fascinates me. There are many reasons why, but one of the foremost is that speaking with college students keeps me on my toes. With every new class comes a new set of trends to consider.

The "New Millennials"

The “New Millennials” are the next to enter higher education. What trends will they bring with them?

For the past several years and in the next several to come, many of the trends center around Millennials. Viacom, parent company of MTV, VH1, Comedy Central and more, recently released some insightful information about the “New Millennials” – the younger set of Millennials, now ages 13-17. As many of them are the college students of tomorrow, I considered reading this as future-minded professional development for myself. Here are my five most interesting facts from the report:

  1. A large majority of New Millennials are worried that the economy of today will have a negative impact on their future. I see anxiety about getting a job in the “real world” in current students frequently, and this finding makes me wonder what concerns and emotions New Millennials will bring to the table.
  2. The percentage of New Millennials who agree that “My parents are like a best friend to me” is up 10 percent (now to 68 percent) since 2010. I am reminded instantly of the “Bring Your Parents to Work” day idea discussed already on the NACE blog.
  3. 70 percent of New Millennials report that “I learn how to do things on YouTube” or “I go to YouTube for DIY videos.” Confession: YouTube helped me learn how to tie a necktie. So, maybe this goes for us “old Millennials,” too. The finding also makes me glad we’ve already been working on our YouTube presence in our office.
  4. 80 percent of New Millennials say that “Sometimes I just need to unplug and enjoy the simple things.” This just makes me happy. I have a group of Millennial friends that I get together with on Sundays for breakfast. All of us are in education, whether primary, secondary, or higher, and we often talk about how we hope students will break from technology from time to time. I hope this continues.
  5. A key finding of the report is that New Millennials are increasingly finding private ways to share things on social media. On the flip side, I read recently that Facebook is now requiring all users to be available in a Facebook search. I hear discontent with Facebook often from students and friends. Will this shift be another notch against the world’s largest social network?

NACE blog readers, what’s your take on Millennials and trends in our work?

Image credit: flickr.com

Twitter for Job Search: Be the Smartest Candidate in the Room

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A post by NACE Guest Blogger, Pamela Weinberg
Website: www.pamelaweinberg.com
LinkedIn: www.linkedin.com/in/pamelaweinberg/
Twitter: @pamelaweinberg

For most job seekers LinkedIn is the “go-to” social media site. (I will talk about LinkedIn in another post.) I have been encouraging students lately to take to Twitter to get the most up-to-date information about the companies and industries they are interested in and to build their personal brands.

Here are some tips you can share with students about using Twitter for the job search:

  • Follow companies where you would like to work. You will have real time information on hiring, expansion, and new product development. And when the time comes for an interview, you will be completely up-to-date on company happenings.
  • Follow industry experts. Not sure who they are? Check out www.listorious.com to see who the top tweeters are in each industry.
  • Retweet relevant posts. Your twitter posts should reflect your career interests and aspirations. A student interested in a marketing position should follow and repost interesting and topical articles about marketing.
  • Search for jobs: Websites such as www.twitjobsearch.com list many positions only found through Twitter. Why? Because employers want to hire those who are social media savvy.
  • Connect Directly: Someone that you follow say something interesting and you want to comment? Go right ahead! It’s a great way to develop relationships with experts in your chosen field. Anyone on Twitter can be sent a direct message by placing the @ before their Twitter handle in the message box.

Want to get started? Tweet me at @PamelaWeinberg!