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How to use Social Media to market yourself and land
your dream job
Guest Lecture at IT Tralee
Delivered by Evan Mangan
Feb 25th 2015
What do employers do when recruiting staff?
They look at your
•Education
•Qualifications
•Word Experience
•References
But their big questions is …
Would you be a good fit?
Are you really what you say you
are in your CV and in the
interview?
Recruiting the wrong person is
costly for a company,
In the old days (pre 2005)
employers were largely
dependant on references..
Now …
Now they simply check your digital footprint
Now with a few quick searches
they can get a much more
rounded understanding of “the
real you”
Your digital footprint i.e. your
online presence tells the real story
about you.
Not just the you you are trying to
project in your CV and interview.
There are two parts to your digital footprint
Shadows:
Are what other people share
about you
•FB posts that mention you
•Social media images that you are
tagged in
•Articles that mention you
There are two parts to your digital footprint
Footprints
Are what you share about yourself
•Your social media profiles
•Your social media updates
•Your blog posts
•Your images
•Your comments on sites eg.
thejournal.ie
Shadows and footprints show the real you
By having a quick look at
shadows and footprints,
employers are now able to build a
picture of the real you.
Depending on what you have
shared or what people have
shared about you, it might be a
picture that you don’t want them
to see.
Lots of people post updates on Facebook that they shouldn’t
See examples at weknowwhatyouredoing.com
People tweet stuff they shouldn’t
It’s easy to quickly check someone’s account to see what they’re tweeting
It’s easy to quickly check someone’s account to see who they are following ie what they are interested in
Do employers use Social media for vetting?
It might be tempting to think
that employers don’t really go
to the trouble of searching
about you ….
There are lots of studies which
show that employers are using
social media to screen / vet
potential recruits
Source: Reppler
At which phase of the recruitment process?
Source: Reppler
Do they reject candidates based on what they see
Source: Reppler
What turned them off the candidate
Source: Reppler
What prompted them to hire the candidate
Source: Reppler
So - What should you do?
Realise that …
You Are A Brand
And What Kind Of Brand Do You Want Employers To See?
or
Your Action Plan
2. Audit and
clean up your
online brand
3. Create a brand
that will attract
employers
1. Understand
how employers
check your
footprint
Step 1: Understand how employers check your footprint
Employers will
•Use a “people” search engine to find
your accounts, blog, comments
•Google your name, email address,
mobile number
•Google your name, town / school
•Google your name + Facebook, or
Twitter or Instagram
•Search for you on Facebook, Twitter,
Instagram, Linkedin to see your
updates
•Search for you on twitter using your
email address
•Check what kind of accounts you are
following on Twitter and Instagram
Step 2: Audit your own footprint
Search for your name on Yasni.com
It will throw up accounts on FB, Twitter, Linkedin, Blogs, newspaper
mentions, website comments plus lots more.
Step 2: Audit your own footprint
Search for your name on Yasni.com
It will throw up accounts on FB, Twitter, Linkedin, Blogs, newspaper
mentions, website comments plus lots more.
Step 2: Audit your own footprint
Search for your name on Google. Look at web, image and news results
Repeat the search using your name and your town
Repeat the search using your name and your school
Repeat the search using your name and Facebook, Twitter, Instagram
Step 2: Audit your own footprint
Are there Google results appearing on
page 1 that you wouldn’t want
employers to find?
1. Can you approach the website owner
and ask them to remove it?
2. Push the results down to page 2 by
creating your own pages / profiles in
your name eg.
• Buy your domain name and put a blog
on it.
• Write blog posts and put your name in
the page meta ttile
• Create a linkin profile and customise
the url with your name
• Get a Twitter account with your name
• Create a Google +account
Step 2: Audit your own footprint
Have you been using your Twitter
account for personal tweets and are
there tweets that you wouldn’t want
employers to see?
1. In settings change your @username
from your real name to a nickname
2. In settings, disable the ability for
people to find you using your email
3. Review your profile description.
4. Use advanced search and delete any
inappropriate tweets
5. Look at all the accounts you are
following and un-follow any accounts
you wouldn’t want employers to see
you following.
https://twitter.com/kaamilaa_14
Step 2: Audit your own footprint
5. How to remove yourself from a
photo tag
If someone tags you in a photo and you
want to remove yourself, tap into the
detail view of the tweet, and then tap the
ellipsis (…) and select "Remove tag from
photo."
You can also stop an account from
tagging you by blocking the user. If you
do so, your tagged name or username
will no longer be shown on the photo.
Step 2: Audit your own footprint
Ensure your FB privacy is locked
down
You want to ensure that if an employer
finds your FB profile they
•Cannot see your posts
•Cannot see your photos
•Cannot see posts that you are tagged in
•Cannot see your friends.
•Cannot see updates from apps that are
posting on your behalf
The “About” Page How to change privacy settings
• First off from your Facebook page click on your “about “ heading and scroll down and click on see all.
• The “about” page has a wealth on information about your privacy divided into sections and easily digestible chunks.
• You can manually change almost every aspect of your privacy settings
• To check your privacy settings for each item, click on the “edit” button at the top right of each section.
• Once Clicked you will see icons next to your information, it will most likely be a globe which means your info is public, or a two person icon which means only your friends can see it.
• To change your privacy level, click on the icon and select the option you want from the drop down menu.
Friends And Followers Deciding who can see your friends list
• First click on the “friends” tab at the top of the page and then click on the Pencil/Edit icon in the top right this will bring up your privacy options in a pop up box.
• Who can see your friends list? To change who can see your friends list just click on the drop down and select the option that you want.
• Who can see the people and lists you follow? Just like above to change the privacy setting click on the drop down and choose the option that you want.
Photos Changing privacy settings for photos
• First Click the “Photos” tab then select “Albums”.
• The Cover photo album is automatically set as public and there is no way to change that.
• Photo albums that you have manually created will have the privacy icon at the bottom of the album (see screen grab).
• Like before just click on the icon to change the privacy settings you want.
Photo’s Continued Changing privacy settings for individual photos
• If you want to change the privacy levels for your timeline, Mobile and profile pictures you will need to go through each album, Look at each individual photo and change the privacy level manually .
• You will find the privacy icon next to the date in each photo, click on the icon and choose the option you want from the drop down menu.
Likes Changing who can see your likes.
• To change who can see your likes start by clicking on the more tab under your cover photo and select likes from the drop down menu.
• Next to the add likes button on the right side click on the Pencil button and choose edit privacy.
• Clicking edit privacy will bring up your likes privacy option.
• You can change the privacy settings for each setting by clicking on the privacy icon on the right side of the page and changing it to what you want.
Lock Down Your Privacy Settings Accessing your main privacy settings
• To access your main privacy settings, click on the drop down that looks like a cog and select the privacy settings. This will take you to the security and privacy menu.
• This menu is divided into sub sections along the left hand side.
• We are going to look at each subsection in turn to show you your options.
Privacy and Settings Tools Pt1 Who Can See My Stuff?
• First we are going to look at the “Who can see my stuff?” menu.
• “ Who can see your future posts?”
• This will give you the option to choose who gets to see the post’s you put up in future. It is advised to set the default to “friends”.
• “Review all your posts and things your tagged in.”
• This option brings you to the “activity log,” this shows you all the posts you have made, comments and photos uploaded in chronological order,
Privacy and Settings Tools Pt2 Who can contact me?
• The who can contact me? Options are there to give you the option to choose who is able to send you friend requests and a filtering option on your private messages.
• “Who can send you friend requests?”
• This allows you to filter whether everyone can send you requests or just friends of friends.
• “Whose messages do I want filtered into my inbox?”
• There are two options here: basic filtering which means mostly friends and people you know get into your inbox when you receive messages.
• Strict filtering which means only friends messages go into inbox. Others go into another folder.
Privacy and Settings Tools Pt3 Who can look me up?
• “Who can look you up using the email address or phone number you provided?”
• There is not much to this option but it is recommended that the setting is set to friends, but the option is there for you to choose.
• “Do you want other search engines to link to your Timeline? ”
• This option lets you know if you are discoverable if somebody enters your name into a search engine. It is changed by clicking the edit and then selecting whether or not you want to be discoverable.
Timeline and tagging pt1 Who can post on your Timeline?
• “Who can post on your Timeline?”
• If you don’t want friends posting on your timeline this is where you can change these options. Click on the edit button and change it from either “friends” or “just me”.
• “Review posts friends tag you in before they appear on your Timeline”
• This option sends you a notification if one of your friends has tagged you and asks you to review it. If you do not approve It I will not be posted on your page it will still appear on your friends page, search and news feed.
Timeline and tagging pt2 Who can see things on my timeline?
• “Review what other people see on your Timeline.”
• This tool lets you see what other users or specific friends see when they look at your facebook page.
• This is useful to see how things look after you have tweaked your privacy settings.
• “Who can see posts you've been tagged in on your Timeline? and Who can see what others post on your Timeline? ” and “Who can see what others post on your Timeline?”
• You can change the privacy levels for groups who can see Timeline posts you've been tagged in, and select who sees posts from others on your Timeline.
• The options are everyone, friends, friends of friends, friends except acquaintances, only you or "Custom."
Timeline and tagging pt3 How can I manage tags people add and tagging suggestions?
• “Review tags people add to your own posts before the tags appear on Facebook?”
• Enabling this feature means you get to manually review tags your friends add to your posts before they go live on Facebook. Select "Enable" to activate it.
• When you're tagged in a post, who do you want to add to the audience if they aren't already in it?
• Do you want your friends to see a post you're tagged in, if they weren't included in the post's original audience? Use the drop-down options to select who you'd like to see such content.
Apps accessing your FB profile
• Back on the left-hand side privacy menu, click on the "Apps" sub-category.
• Apps others use. Your friends can "take" some of your information with them when they use third-party apps, games and websites to make their experience "better and more social."
• If you don't want any of your info ported across to third-party software, click "Edit" then uncheck all the info categories you don't want shared.
• Instant personalization. Certain sites offer a "personalized experience" by instantly highlighting your Facebook friends' activites when you visit.
• Currently, sites such as Bing, TripAdvisor, Yelp and Rotton Tomatoes will highlight recent comments and reviews you've made to your Facebook friends.
• You can turn this off — so your activity on such sites is not highlighted to others — by clicking "Edit," then unchecking the "Enable instant personalization on partner websites" box.
Apps accessing your FB profile
Step 2: Audit your own footprint
Are there photos / videos on your
Instagram account that you wouldn’t
want employers to see?
1. In settings change your @username
from your real name to a nickname
2. In settings change the visibility of your
photos / videos to private – now they
wont appear in search and wont be
visible to people viewing your profile
3. Delete any inappropriate photos
4. Look at all the accounts you are
following and un-follow any accounts
you wouldn’t want employers to see
you following.
Step 2: Audit your own footprint
5. Have you been tagged in photos?
Photos other people tag you in appear
on your profile. You can
choose to manually or
automatically include thesephotos on
your profile.
Step 2: Audit your own footprint
6. How to remove yourself from a
photo tag
Tap on the photo
Tap your name
Tap More Options > Remove Me from
Photo
Step 2: Audit your own footprint
Ensure you are continuously
monitoring your online mentions
Setup alerts for you r name using
tools like
•http://www.talkwalker.com/alerts
•https://www.google.ie/alerts
•http://topsy.com/
•https://en.mention.com/
Step 3: Proactively Build your brand
When you are seeking a job you are in
a competitive market.
You need to think of it in terms of
marketing a product. Employers get lots
of applicants and most of them are very
similar. What is going to
•Differentiate you from the other
candidates?
•Make employers realise that you are the
obvious choice for the job?
Step 3: Proactively Build your brand
Decide what category of job you want
eg.
•Digital marketing
•Web design
•TV
•Computing
•Programming
And then position yourself as passionate
and knowledgeable about the topic.
This will differentiate you from the vast
majority of candidates. You’ll be a purple
cow
How do you do this? Read Purple Cow by Seth Godin
Step 3: Proactively Build your brand
Keep up to date
For example, if you want a job in digital
marketing /need to keep up to date with
what’s happening in this area – the latest
trends, tactics, changes to platforms etc.
How?
•Create lists in Twitter
•Subscribe to other people’s lists
•Follow industry leading blogs on
•Join industry groups on Linkedin
Step 3: Proactively Build your brand
Create your own blog
•If you haven’t already, buy a domain
name – ideally yourname.com or .ie
•Get a very professional looking premium
theme from themeforest.net for around
$50 and setup a blog
What to blog about?
•You don’t have to write opinion pieces
•Write “how to” guides
•Create tutorial “how to” videos
(For inspiration search for blog posts on
buzzsumo.com and google blog search)
This content will position you as
knowledgeable and employers will see
it when you apply for a job
Step 3: Proactively Build your brand
Put your CV on your website / blog
•Add your CV to your site eg.
Yourname.com/cv . You can keep this as
a direct link if you wish i.e only people
with the url can access it.
•Add multimedia elements to this CV eg
your portfolio, projects, videos
•When you apply for jobs tell employers
about your online CV – they will then
also see your blog posts.
Step 3: Proactively Build your brand
Use Twitter to build your reputation
•Tweet links to your blog posts
•Retweet quality content
•Then set yourself a goal of getting a
thousand followers – people who are
interested in the topic you are tweeting
about. How?
• By getting retweets
• Following the followers of related
accounts (but use
manageflitter.com to manage your
following / followers ratio)
Step 3: Proactively Build your brand
Then Use Twitter to build relationships
•When you have built up your followers and
a history of sharing great content, build
relationships with potential employers.
How?
•Find / Connect with people on Linkedin, and
search for them on Twitter. (tip - get their
email address from linkedin )
•Put them in a list and keep up with what
they are doing on Twitter.
•Get on their radar by following them,
retweeting, favouriting or replying to their
tweets (occasionally)
They will eventually follow you and will see
your tweets and your blog posts.
Step 3: Proactively Build your brand
Ensure your Twitter account appears
prominently on your CV and on your
Linkedin profile
When you apply for a job, reference that
you are so interested in this area that you
have a blog and that you have built a
following on Twitter. Suggest that they
check out your Twitter account.
When employers see an account with a
thousand followers and you actively
sharing the latest trends / news / tips in
this sector, you will immediately
differentiate yourself from most other
candidates.
Step 3: Proactively Build your brand
Get the basics right on your Linkedin
profile
When employers Google your name they
will definitely look at your Linkedin
profile.so you have to get the basics right
•Upload an appropriate cover photo
•Upload a business style profile photo
•Write a great Summary section – this is
your 30 second elevator pitch
•Don’t just list work experience – go into
details about what your responsibilities
were and also objectives / results
•List all your qualifications
•Add the skills that you want to be
recruited for.
Step 3: Proactively Build your brand
Then take your profile to the next level
to differentiate you
•Embed a video on your profile – a 60
second overview of your skills,
qualifications, your blog, some sound
bites from lecturers
•Embed your portfolio (images / videos /
slideshare)
•Request recommendations from
lecturers and previous employers.
•Get endorsements for your skills –
endorse other people
•Prominently reference your blog and
your Twitter account. Also list them in
the contact section.
Step 3: Proactively Build your brand
Then build your linkedin Network
•Connect with peers, lecturers, past
employers, alumni, potential employers.
•Use advanced search and also look at
your connections connections.
DO NOT send the template text when
asking to connect – write something
different that shows you genuinely want
to connect.
Step 3: Proactively Build your brand
Then post updates which go into the
newsfeeds of your connections
•Post links to your blog articles
•Write posts on Linkedin’s blogging
platform to get a wider network
•Share interesting posts from Pulse
This means your connections, which
includes potential employers are now
exposed to your personal brand and
will see you as knowledgeable /
passionate about the sector
Step 3: Proactively Build your brand
Then become active in Linkedin
groups
•Join groups to keep up to speed on what
is happening in your area
•Post links to your blog articles
•Answer questions and get involved in
conversations
This activity will feed through to your
connections newsfeeds.
This means your connections, which
includes potential employers are now
exposed to your personal brand and
will see you as knowledgeable /
passionate about the sector.
Step 3: Proactively Build your brand
Understand how to use Linkedin Jobs
section
Understand how to search for jobs and
how to create a job alert.
Step 3: Proactively Build your brand
Be consistent across all networks
For all your social media accounts that you
want to be found when people search for you
•Use the same photo
•Use the same username
•Use the same profile description
•Cross link your social media accounts so
people can see what you’re sharing on other
platforms.
Step 3: Proactively Build your brand
Are there specific people you’d like to
get a job with?
Consider some clever ways to advertise
yourself in order to get noticed by these
people
Step 3: Proactively Build your brand
Alec Brownstein – The Google job experiment
He setup Google ads on 5 people's names... getting interviews with 4 of
them... job offers from 2... All for $6 in Google AdWords spending.
Step 3: Proactively Build your brand
Ian Greenleigh – Used Facebook ads to get a job
Ian targeted marketing managers in his area. Quickly, his weekly job
rejections turned into interviews, including one with his dream employer–
Bazaarvoice. His dream job interview produced a job offer
Step 3: Proactively Build your brand
You could advertise to your Linkedin
connections in their Facebook
newsfeed.
How?
1. Connect with potential employers on
2. Download your Linkedin connections
to excel – including their email
address
3. Upload the email addresses to
Facebook as a custom audience and
Facebook will match against email
addresses used to setup profiles
4. Target that custom audience with a
promoted post
How to target your Linkedin Connections
1. Login to your Linkedin account
2. Under “connections” click on Keep
in touch
3. On the connections page click on
the wheel near the top right
How to target your Linkedin Connections
4. Click on the option for export Linkedin
connections
5. Select the option for download as
CSV file
6. Open the CSV file and you will see a
column which contains email
addresses for your connections
How to target your Linkedin Connections
7. In Facebook, go to Ads manager and
on the top right click on create
audience. Select Custom audience
8. Then select customer list
How to target your Linkedin Connections
9. Select the option for copy and paste
your email list
10. Highlight all the email addresses in
your csv file , right click and select
copy and then paste it into the box
and click create list
How to target your Linkedin Connections
11. Give your audience a name eg.
“Your Linkedin connections” and
click Next
Your list will be created within 30 – 60
minutes of processing and will be
available to use when targeting your
campaigns
In Summary
1. Get the basics right
Audit your footprint – is it messy?
Clean it up if it needs cleaning
In summary
If you still insist on “being yourself” then
ensure
• You change all your usernames to
nicknames
•Ensure your social media accounts are
impossible to find using your email, mobile
number etc.
•Constantly monitor if these are coming up
when people search for you
But really, it’s time to start building your
professional brand.
Ditch the Walter White brand
In Summary
2. Don’t think that building your
brand, blogging, tweeting is just
more work
The right career path will bring you
1. Years of job satisfaction
2. More financial security in life
If you get on the right career path, by
the age of 30 it could be worth an
extra €20K in your salary per annum.
Over 20 years that could be €400K
You might never get a better chance than now