by Caroline Leach | Apr 16, 2020 | Careers, Change, Social Media
What do you do when the world changes (hello, Covid-19) and you need to quickly pivot your career direction?
How you show up on social media can help accelerate the shift. It starts with your personal brand and how you bring it to your social media profiles, content, and network.
This week I led a virtual event on this topic for fellow alums of the USC Annenberg School for Communications and Journalism.
KEY POINTS
Our world is being rapidly re-created with the Covid-19 pandemic. This is like nothing we’ve seen before. Yet if you’re healthy, you can solve any problem you set your mind to. There’s so much we can’t control right now. What you can control is how you show up in the world.
Adversity brings opportunity — and you can re-create yourself. Think about what products and services people will want post-Covid-19. What will people pay for? What are the products and services you want? Thriving industries include health and wellness, sustainability, non-contact grocery deliveries, meal prep services, online education, remote learning, remote work apps, and entertainment from streaming to gaming. The 2008 recession gave us many new companies founded in its aftermath, including WhatsApp, Venmo, Instagram, Uber, Pinterest, and Slack. What innovations will we see coming out of this crisis?
Pivot your personal brand. Ask yourself what you want to be known for. Everyone has a personal brand, or a reputation, whether actively cultivating one or not. Jeff Bezos of Amazon says a personal brand is, “what people say about you when you’re not in the room.” What do you want people to say about you? Now is the time to put together your personal brand statement. Who are the people or organizations you help to achieve what goals?
ACTIONS YOU CAN TAKE
Pick where to play on social media. LinkedIn is a must. Most recruiters use it to find candidates. Have a strong presence, focusing on your headline, summary, and job descriptions. Think about what keywords a recruiter would use to search for someone like you. Make sure those keywords are woven through your profile. In addition, consider one other platform for professional purposes, such as Instagram, Twitter, or YouTube. If your Instagram is personal in nature for friends and family, you can make your account private, if it isn’t already.
Choose 2 or 3 content buckets. Pick areas you want to be known for. Create and curate content to support that. Think about what people in your network need. Identify what knowledge and experiences you have that are unique and could help others. As an example, Annenberg Dean Willow Bay recently shared the great work of her team in moving 274 spring classes online, as well as tips everyone can use for Zoom meetings. Her post combined recognition for her team with much-needed helpful information, positioning Annenberg as the leader it is in communication and journalism.
Build a vibrant and diverse network. Always be connecting, be helpful, and be fun to know. You need both bonding and bridging connections, in the view of researcher Robert Putman. That means people who are similar to you (bonding connections) and different from you (bridging connections). Your bridging connections bring more diversity and fresh ideas to your network, along with connections to other networks. Always send a personalized LinkedIn invitation, saying why you want to connect. Many people are more accessible now and open to connecting.
Lean into your alumni network. Help others where you can, whether it’s an introduction, a referral, a recommendation, or encouragement. Ask for help when you need it, whether it’s an introduction, a referral, some feedback, or advice. Randa Hinton is a great example. As a soon-to-be-grad, Randa messaged me recently and we chatted about ideas for her job search. Not only is she asking for help, she’s helping others by sharing her experiences in her LinkedIn articles.
QUESTIONS AND ANSWERS
Many of participant questions were universal in this collective challenge we all find ourselves navigating. Here they are, along with my responses.
I just graduated in December and I specialized in travel PR, which is a big problem right now. I would like to stay in the travel industry, but how do I pivot during this difficult time?
Congratulations on completing your degree! What an accomplishment. At the same time, this is a challenging time for new graduates. You could tap into your network and ask how people in various industries, including travel, are focusing or re-focusing their work. Perhaps there are adjacent fields with greater demand where you could start now and pivot later to travel PR. Here are some perspectives from the class of 2008 who started their careers during the great recession. With perseverance and resilience, they found work that led to mostly satisfying outcomes over time. You can achieve your goals and dreams one step at at time.
I’m 55 and changing careers. How do I change from my one brand to a new one?
Congratulations on your new focus and your courage to make a change. The process for pivoting your personal brand is the same at every age. Decide what you want to be known for. Choose two or three “content buckets” for the social media content you share, whether you create it yourself or curate it from others. In addition, a book worth checking out is Reinventing You by Dorie Clark.
On LinkedIn, how much do endorsements matter and how do you ask someone to endorse you for a skill or write about you on your profile?
Skill endorsements are less valuable than recommendations. That said, choose the top 3 skill endorsements that support your personal brand. You can then reorder your skills so those appear on top. You can also hide skill endorsements that aren’t relevant and don’t support your current personal brand.
What about recommendations? Do recruiters actually read them?
Recommendations are a powerful addition to your LinkedIn profile (although I can’t speak for recruiters on this!). Every few months, ask someone for a recommendation. To make it easy for them, you can provide a few bullet points or sentences they can use as a starting point. Who should you ask? Supervisors, clients, colleagues, professors — anyone who knows your work and thinks highly of you. Some may not be able to provide a recommendation due to their organization’s policy. That’s okay. Simply ask someone else. Pro tip: surprise people in your network by recommending them. Maybe you had a great boss or colleague. Sing their praises in a recommendation and make their day!
What kind of info should we put in our “About” section on LinkedIn besides the obvious information about ourselves? Should it be a summary of what we already have on our LinkedIn?
Tell your professional story and let your personality shine through. Share your personal brand statement in some way and go into detail on the narrative around it. What are your values? What have you learned? What have you accomplished? Who do you love to serve? Share the kinds of people and organizations you help through your work, answering the reader’s ever-present question, “What’s in it for me?” Write it in the first person, with “I” and “me.” Look at several “About” sections to see what resonates with you, and incorporate those features with your unique twist.
Will a recruiter or potential employer find it jarring or off-putting if you make a career pivot and your LinkedIn information suddenly shifts? Does this cause confusion? Does it make you look like you don’t know who you are or what type of job you want?
People make more frequent job changes, and the Covid-19 crisis will only accelerate that. Articulate your story about why you’re changing from one field to another. And don’t forget about your transferable skills that apply to any industry. Your LinkedIn “About” summary is an excellent place to share this narrative.
How do you effectively blend parts of your personality with your professional achievements? How do you walk the fine line between making yourself stand out without seeming too casual and framing your achievements in a creative, exciting way without seeming boring or generic?
AND
Where is the line between personal brand and private? I have a blog and I am not an influencer but someone who is a messenger for nonprofits. I have kept personal and blog social separate. Is there a good formula for balance?
Be you in the best way you can. Let your personality come through, in a way that’s appropriate for your industry and field of choice. Observe what others are doing on social media to showcase their professional achievements, and see what resonates. Adopt and tailor some of those strategies. We all have one personal brand, and it’s difficult to maintain a separate presence for each sphere of life. Fellow Annenberg alum Heather Rim says, “Your brand is one. You have one reputation to build and protect. When you’re on social, you can’t compartmentalize. While I’m a fan of using a mix of platforms to tell your story, it’s important to remember that it all ladders up to the brand that is you.” Lastly, strive for a social media trifecta in your posts. Weave in (1) what you did, (2) what your team or colleagues did, and (3) how your organization played a role. This recognizes others, which is the hallmark of a leader, and it makes you a good brand ambassador for your employer.
What are your thoughts on branding for multi-hyphenate roles? For example, I do photography, videography, editing and producing, and also would be interested in managing social media, copy writing, and strategizing digital content.
Creativity is a common thread running through your roles. In the “About” section of your LinkedIn profile, show how your multi-hyphenate roles inter-relate and reinforce each other. If you are applying for specific positions, such as managing social media, update your profile to emphasize those skill sets. View your profile through the lens of a person or an organization who wants to someone in the various roles and make your profile more compelling where you need to. For example, sprinkle samples of your work throughout your profile.
Any suggestions for an introvert? Social media seems so extroverted.
There are advantages to being an introvert on social media. You can take all the time you need to craft content. Or to finesse the ideal comment on someone else’s post. You can observe what content resonates with you and use that as a guiding light for your own content. If you haven’t read Quiet: The Power of Introverts in a World that Can’t Stop Talking by Susan Cain, I highly recommend it. Or check out her TED talk on the power of introverts.
I’m in the final stages of writing a novel and need to pivot my social media to be shared more as an author. Any recommendations?
Congratulations on writing your novel! Consider who you readers will be. Where do they hang out on social media? It may be on Instagram or Facebook. You could start social media accounts for your book and for you as an author. You can also use your existing social media presence to alert your network about the novel-related accounts. In addition, check out book marketing expert Tim Grahl. He has a focused framework for how to effectively market a book.
Do you have any thoughts about the job market and when hiring might “unfreeze.”
Like everyone, I wish I had a crystal ball on this topic! During hiring freezes, you can establish contact and keep in touch with recruiters and potential hiring managers at your organizations of interest. If you create content or see content that might be helpful, share it with them as a way of keeping in touch. Comment on their social media content from time to time, so you stay on their radar. Related to this, approach people with a helpful spirit and with confidence. Here are ways of finding confidence in making asks.
How important is the profile picture on LinkedIn? What should it look like?
A great profile picture is a must. LinkedIn profiles with pictures can get up to 21 times more views. Get a current photo taken, whether by a professional or on your mobile device. Look directly into the camera. Closely crop the shot around your face. More tips are in my article about 12 ways to a great LinkedIn profile photo. In addition, add a background photo that tells your story.
Would you suggest a professional photo for our LinkedIn profiles? Is there a particular look we should lean towards?
If your budget can accommodate a professional photographer, that’s ideal. A shout out here for my favorite photographer, Jessica Sterling. She is amazing! If you’re on a tight budget right now, a photo on your mobile device can work. Dress professionally and look straight at the camera. Check out a variety of profile photos to see what resonates with you.
How effective is it to provide only a very high-level summary on LinkedIn and use a personal website for more details?
On LinkedIn, complete your profile until you see an All-Star profile strength rating. You can provide the link to your personal website in your contact information. If you have portfolio examples on your personal website, it’s advantageous to showcase them in your LinkedIn profile as well, to create a seamless experience for the viewer.
What are your thoughts on reaching out to recruiters directly over LinkedIn? I feel like it can be a great way to find out what an organization needs in its various departments, but am concerned about overwhelming HR when they have a lot going on with Covid-19.
Your care and concern for others comes through in your question, and you can bring that to your LinkedIn interactions. Definitely reach out. Ask how people are doing and be sensitive to the demands on their time. Conversely, in some industries, people have more time on their hands now. Be human, be caring, and be authentic. Some people may respond right away. Some may never respond. Don’t take it personally. Simply keep connecting and putting good vibes and helpful information out there.
As a soon-to-be graduate, I formed some connections, mostly on LinkedIn, pre-Covid-19 who said to reach out to them around my graduation in regards to a job. How do I do that in this climate while remaining sensitive to the fact that they may be ill or have ill family members and being cognizant of hiring freezes.
You can do it exactly as your question expressed. Mention your previous interaction. Give a nod to the current environment. Ask how it’s affecting them personally and their organizations, and express your caring and concern. Do some research about what their current challenges are. Try to relate that to what you could offer in an entry-level job. You have the latest knowledge, from a top university, so play to that strength.
LinkedIn allows you to upload pictures in many of the sections (e.g., summary, jobs, schools, etc.). What’s your opinion on visuals or the maximum number of pictures to include so that one’s profile is not too busy?
As in writing, visuals work well in groups of three. Look at other profiles to see what appeals to you and emulate that on your profile with your unique style. A few times a year, consider updating the pictures, videos, and links on your profile to keep it fresh and current.
I’m a freelancer who balances two professional realms (audio journalism and voice acting). I’m not seeking a full-time position but would like to make sure I’m represented in both those realms for jobs as they come along. What are your recommendations?
Your two professional realms could represent your two “content buckets,” or topics you consistently share content about on LinkedIn and other social media platforms. Make sure your social media profiles weave in both realms as keywords.
For building a website, I am a freelance copywriter and currently have my homepage (call to action, blog, email subscription), portfolio, about me, and contact information on there. Is there anything else you would recommend adding?
You have a robust website. Testimonials are something to consider adding. Every time you complete a job and have a happy client, ask if they would be willing to write a short testimonial. It could be a few sentences about the nature of your work together and how it impacted their business for the better. In addition, ask if they’d be willing to write you a LinkedIn recommendation.
As a young professional (a grad student), what can I do to start building a reputation? How do I overcome the nervousness of sharing content on LinkedIn?
Start sharing content regularly about your professional interests, what you’re learning and doing in your studies, and what information you’ve found that might be helpful to your network. Over time, you can evaluate which posts are most valuable to your network, based on the engagement with your post through likes, comments, and shares. Juliana Carbonaro is a great example of this. Juliana and I met this semester when I was a guest speaker in a Digital Social Media class at Annenberg. Recently Juliana has posted on LinkedIn about crisis communications tips, community donations to the LA mission, internship opportunities she’s spotted, and coronavirus webinars on various topics.
Any advice for someone living in one market (say, LA) who wants to make connections and build leads, relationships and awareness in another market (say, for example, Dallas)?
LinkedIn lets you network across the time zones. If you have a target list of companies in Dallas, for example, you can then search for people in relevant roles at those companies and connect with them. Tap into mutual connections, e.g., people in your network who are connected to people in your target city, for warm introductions. As Harvey Kaner noted in the event chat, you can change your geographic location on your profile to your target city. You’re more likely to show up in recruiter searches in that area.
I had an awkward moment in a final interview with a CEO for my ideal industry, food and beverage. But when he looked at my resume, all he saw were my previous industries, which were museums and art. He asked me, “So what is your thing? Art?” I felt like my brand completely fell through in that moment. How can I overcome this situation in the future?
Everything is a learning experience. What can you add to your resume and your social media presence that demonstrates your interest in and knowledge of the food and beverage industry? How can you relate your experience with museums and art to your ideal industry in food and beverage? What is your story and how do you want to tell it? Craft a narrative as if you had a do-over. Practice saying it until it feels natural.
This article, as social distancing timelines increase, working mothers are becoming collateral damage, covers the impact of the current crisis for parents’ careers, especially mothers. Do you have suggestions on how to stay relevant and not become invisible due to the numerous hats that mothers working from home with kids now have?
First, give yourself some slack. You have a lot on your plate. In an ideal world, you have a partner who can share the load with you. Keep your social media presence simple. Maybe it’s a short post or two each week about what you and your team are proud of accomplishing. Or maybe you’ve learned something about being decisive when you have too much on your plate. No need to write long-form articles. Simply share what you’re learning and experiencing that could be helpful to your network. Or maybe you want to advocate for societal change in this area. Consider what fits best with your personal brand and how you want to show up on social media. Above all, take care of yourself!
In closing, thank you to Leticia Lozoya, Jasmine Torres, and the Annenberg community for bringing this event to life.
We will get through this crisis together!
by Caroline Leach | Apr 8, 2020 | Careers, Change, Social Media
Our new reality with the Covid-19 crisis is intense. It means staying home, working remotely, homeschooling children, and even processing grief. Showing up on social media has likely – and appropriately – taken a backseat to urgent concerns.
It sure has for me, even though I’m a social media consultant and an executive coach. In my work, I keep a social media content calendar for LinkedIn, Twitter and Instagram. Yet as the crisis has unfolded, I’ve been reluctant to jump into the ever-increasing chorus of voices. My creativity feels like a casualty of the day-to-day struggle to survive.
But here’s what I’ve observed. Even though my postings dropped off, more people were looking at my LinkedIn profile. Fewer posts usually result in fewer profile views, so the uptick was surprising.
Curious, I looked at their profiles and invited some to connect. Many replies were near immediate, even on weekends. More people have time on their hands right now, and they’re craving meaningful connection.
Your virtual presence is a big opportunity. It’s fully under your control, when so much feels completely beyond our control. People are looking online to find current information, seek inspiration, and create connection. You likely have valuable insights that can help others.
By sharing your thoughts, you position yourself as a leader and a go-to person, regardless of your official title. This is more important than ever, whether you’re unexpectedly in the job market or leading a team through chaos while working remotely.
Before coronavirus (or “B.C.”), my clients had two main concerns. The first is teasing out what’s interesting and unique about their experiences. Often they’re so close to what they’re doing that they overlook how it could help others. The second is a concern about being overly self-promotional. For women in particular, this fear is validated by research. During a crisis, overcoming these issues is critical.
Here are five strategies for showing up effectively on social media right now. By modifying your approach, you can position yourself as an expert in your field, a resourceful problem solver, and a leader in turbulent times.
Shift your tone to a realistic optimism based on facts and experience
Content that doesn’t acknowledge the current crisis comes across as tone deaf. As a result, it is often tuned out. Yet all Covid-19 content all the time can be overwhelming.
There’s an art to acknowledging what’s going on and pivoting to the message you want to share. And adopting a relentless spirit of optimism grounded in brutal realism is especially compelling now. You can acknowledge the challenges as you strive to lift people up with bright spots, potential solutions, and interesting ideas.
A role model for realistic optimism is Michael White, the former CEO of DIRECTV where I was VP of corporate communications. His recent LinkedIn content has included science-based ways to keep your family safe during the pandemic, a good explanation of flattening the curve of the virus, and a shout-out for the author of a new book on women’s business leadership in Latin America. (Congratulations, Marty Seldman!)
Consider what people in your network need
Start by evaluating who is in your network and what they would find useful. How many are clients? They may need up-to-date industry information that’s easy to digest. They may be looking for advice on weathering the storm and building a stronger business for the other side of it.
What percentage are colleagues and team members? They may be looking for reassuring leadership, with a genuine level of candor and concrete steps to move forward. They may also seek connection and a comforting experience of being in a difficult situation together – rather than feeling isolated and alone.
Who are your aspirational contacts? Perhaps there are industry leaders, authors, or speakers you’ve long admired. They may be more open to dialogue right now, especially if you offer a perspective of interest to their work. Dorie Clark, a marketing strategist and keynote speaker, describes how a cold contact intrigued her with a brief description of an eclectic background and interests.
Adopt a mindset of helping others
Now more than ever, approaching social media by asking how you can help others is a must. What information and insights do you have that would be valuable? What experiences are you having that others could benefit from? What perspectives would be helpful?
Your posts could be a practical piece of advice, an inspirational story, or a bit of much-needed humor that will help people better work and live through the crisis.
The new phenomenon of “Zoombombing,” when uninvited people disrupt online meetings, attracted the attention of the FBI. Reza Zaheri, founder of a cybersecurity firm, posted on LinkedIn a list of actions to prevent this. Reza helped his network by making it easy to understand the issue and take quick steps to solve the problem.
Identify what you can offer that is unique
Give some thought to what only you could share. What are you learning? Have you picked up some strategies for being more effective in a crisis? Do you have a leadership mantra?
It’s essential to be a social media contrarian now. Don’t add to the over-saturated topics like working remotely (unless you have a unique twist on it). Find something fresh and different that only you could share.
Dallas Mavericks CEO Cynt Marshall recently posted her “new .com” guiding principles. She shared her message to employees and offered it up on social media for colleagues and friends. In it, she articulates her new focus – compassion, communication, community, compromise, and compliance. This is uniquely Cynt.
Engage meaningfully by commenting on others’ content
The day-to-day dealing with the new reality can be exhausting. It can sap our creativity and our ability to generate engaging and valuable content. When you feel like you’re barely functioning, give yourself a break and let up on creating new content.
Instead, engage with people by commenting on their content. Consider how you can deepen and further the conversation with a comment or a question. If there’s someone in your network who would benefit from knowing about a post, tag them in your comment.
If you’ve built a large network or following on a social media platform, your comments may be especially valuable in drawing more attention to someone’s post. That’s another way of generously helping others during a crisis. Your comment may help the content reach a larger audience and make a bigger impact.
Dedicating a brief time every few days to post comments could become a regular habit that helps you and others. Rituals have a restorative power, according to author Scott Berinato. Especially now.
In conclusion, by being appropriately active on social media during trying times, you can accomplish multiple objectives. You can genuinely help others by providing useful information. You can provide calm and caring leadership. Most importantly, you can make a difference in people’s lives, now and in our new normal.
by Caroline Leach | Nov 26, 2018 | Social Media
iStock.com/kieferpix
Blogging is a powerful way to share your expertise and establish yourself as a thought leader. My blog, as an example, has led to speaking invitations, consulting projects, publication opportunities and more.
What does it take to write a great blog post?
Here are tips to write a post that people will love. Sometimes the hardest part is getting over the fear. But what makes your post stand out comes in the editing process. During the writing process, the most important thing is to simply get the words down.
You may need to silence your inner critic until you do that. Just suspend that self-critical voice until you have a first draft completed. Write continuously for a set period of time, such as 60 minutes.
Set your draft aside and come back to it, ideally a day later and at least an hour later. You may find yourself pleasantly surprised that your first draft is much better than you expected.
This is all worth it in light of the benefits of blogging. Bestselling author Dorie Clark cites content creation as one of the three pillars of “standing out in a noisy world.”
It enables you to share your hard-won expertise, establishing you as a person with a valuable point of view. As a result, interesting career opportunities may come your way.
Here’s how to get started.
Have a theme
This is about having a strategy for what you blog about. By focusing in one area, you will be better able to build up a devoted readership over time. Be clear on why you’re writing and who you want to reach. Once you have your topic identified, you can relate almost anything to that subject.
It’s okay for your focus to evolve as your career does. My blog began as an exploration of the future of corporate communications. When my job changed after a corporate acquisition, I wrote about marketing analytics for a short time. Ultimately that wasn’t something I wanted to spend hours of my weekend and evening time on, so then I explored how people learn.
After that I had a serendipitous moment at a leadership conference. Reese Witherspoon, the entrepreneur, producer and actor, talked about the white space in social media to work with people on building their reputations.
It was my “a-ha” moment. I knew what I wanted to focus on – writing, consulting and speaking about what successful people do in social media to boost their careers.
Share your point of view
People read blogs to learn, to be entertained and to be surprised by a new twist. Think about the point of view you can bring to your topic. You don’t have to be an expert to start blogging about it. If you’re fascinated by it and dedicated to learning in the process, you can bring value to your audience.
Your point of view is why people will read your posts. No one else except for you has had your unique experience in the work world. What you’ve learned and experienced along the way can be helpful to others.
Come up with a compelling headline
You could write the best blog post in the world, but if no one reads it, your light and your ideas haven’t truly reached the world. As I learned by experimenting, it’s important to devote almost as much time to creating a compelling headline as you do to writing the overall post.
There are headline analyzers such as CoSchedule that can help you improve your headlines to attract more readers. It’s almost a gamified approach, if you keep entering headlines to increase your score. Try to write 25 headlines for every blog post. Then pick the best one.
Of course, your headline has to be true to your subject. No clickbait for you. Deliver to your readers what your headline promises.
Focus on the first few words
The first first words and sentences have to pique your readers’ interest from the start. There’s no time to warm up and get to the point. Spend as much time on your lead as you do on your headline. What are the opening words and sentences that will grab a reader’s interest?
Those first few lines show up now for LinkedIn articles in your profile. Carefully consider what you want your first 30 words to say.
Get the length right
About 600 to 800 words is ideal. This is approximately the length of a newspaper op-ed article. It’s okay, though, to go shorter or longer if your topic warrants it. For something really long, you can break it into a series, as I did for my bio posts and my research on social media.
Since this post has hit that limit, watch for the remaining tips in a part 2 post coming soon.
by Caroline Leach | Jul 15, 2018 | Learning, Social Media
If social media is all about reciprocity, so is learning.
That’s what I learned from a recent visit at a sales and service center.
I got great ideas about leadership and service, plus inspiration from and admiration for a group of pros who serve customers every day. (Note: opinions expressed in this blog are my own).
One of the things I love about my employer is the focus on employee resource groups, or ERGs. And I enjoy leading mentor circles with two of them – Women of AT&T and HACEMOS, the Hispanic and Latino group.
So when Shandria Alexander along with Norma Vega-Guadian from one of my mentor circles invited me to speak at their site during a career development week, I was excited to do it.
Was I ever in for a surprise. If you want to make someone feel welcome, here’s how to do it.
Shandria and Norma met me outside the front door when I arrived, along with their leadership colleagues Louie Lewis and Joe Landazabal.
As soon as they opened the door, I was greeted by the leadership team singing, dancing and clapping. Team members took pictures and videos to capture the moments. A banner welcomed me.
And most amazingly, Shandria had my own bitmoji created as Social Media Woman!
It’s now in a visible spot for me every day, as an ever-present reminder that we all have super powers. We can all solve problems. We can all make our workplace better every day.
As we toured the site, the energy and enthusiasm of the team were palpable. The natural sunlight, the fun summer decor and the festive balloon awards for sales milestones make it an engaging place.
Next I met with participants in the company’s leadership development program. They shared their best customer experience tips.
- One person focused on energy, standing up during calls and smiling broadly so his enthusiasm comes through to customers.
- Another person talked about how he strives to bring positivity to the work environment so everyone can do their best work.
- And yet another shared how her study of theater enables her to coach people to connect better with customers and their needs.
Next up was video time with Victor Rosales. He completed his degree in communications and public relations last year, and he’s putting it to great use.
In his recording and editing studio, he has perfectly positioned reminders on the walls to remind people to relax, breathe and have fun on camera.
Victor designed a true-or-false Q&A about social media for career building. And Shandria followed it up with some rapid-fire questions of her own.
The day wrapped up with lunch with the site’s leadership team. What an inspiring group of people. This is a team of people flying in formation, seamlessly passing the baton to each other and bringing their strengths together.
- They talked about getting to know people – their families, their work and their fun – both employees and customers.
- They talked about asking employees what they think and encouraging them to solve problems, rather than simply providing an answer.
- They talked about accountability, and asking team members if the response they gave to solving a problem would be the same one they’d give in an interview. Great question!
With both groups, we talked about social media for career building.
For starters, why is this important? There are three big reasons, from my recent research …
- Building a professional network over time
- Learning continually about your field, your company and your industry, and
- Sharing your knowledge to become a thought leader.
Once you’re clear on the “why,” the “what” takes the form of 10 tips …
1. Follow your company’s social media policy. Make sure you read, understand and follow your company’s policy. Disclose your affiliation with the company. Don’t ever share confidential or propriety information.
A good practice is to keep your posts positive and upbeat. When in doubt about whether something is appropriate for sharing, ask someone such as your supervisor or a social media team member, or simply don’t post.
2. Decide what you want to be known for. Who do you want to be? What is your personal brand? Whether you actively define your personal brand and act in accordance with it or not, you have a brand.
Marketing strategist and author Dorie Clark has an easy way to find out what it is. Ask colleagues for three words that describe you, she advises. Look for patterns in their responses. Is that what you want to be known for? Or do you want to change it? This will help define your content areas of focus in social media.
3. Pick where to play. LinkedIn is the #1 place for professionals and is the nexus of your network. Twitter is for news, real-time events and thought leaderships in micro bursts — and the site I visited is establishing a terrific presence.
Instagram is on the rise for visual brand building. If you want to see people who are representing their professional lives well in Instagram, check out Sparkset App. Curated by Tiffany Frake, this account shows you amazing images of what people do in their careers.
4. Always be connecting. Your network is the community you build in social media. This is more important than ever. Why? Social media algorithms are always changing. Organic reach – the stuff you don’t pay for when you post – is declining. So having a community of committed people is important.
Start with the people in your contact list on your smartphone. Are you connected with all of them on LinkedIn? Following them on Twitter?
Whenever you send a LinkedIn invitation, always personalize it. That makes you more memorable and increases the likelihood your invitation will be accepted.
Scan your calendar each week and see if you’ll be meeting anyone new. You can visit their LinkedIn profile to get to know them in advance, and you can send them a personalized invitation to connect.
Did you join a new community group? How about a mentoring circle? Anytime you join a new group connect with the people in social.
5. Observe other’s content to see what works. Scroll through your LinkedIn home feed every day. See what content catches your eye and why. Look at the engagement – likes, comments and shares.
Many people are doing a great job documenting what they’re doing and what they’re working on (of course, only those things that can be shared publicly). Think about how you could document what you’re doing in the course of your day that would be interesting to your network.
Is a colleague getting an award? Is the team celebrating a win? Are you continuing your learning through courses or seminars? Those could all be topics to share.
6. Get to know leaders and colleagues. People you might not be able to spend a lot of time with are often accessible in social media. You can establish relationships by engaging with their content.
Go beyond liking it and post thoughtful comments. Build on their content by adding your point of view or asking a question. Share the content with your networks if it fits with the topics you focus on.
Just don’t go overboard and engage too much. Once a week is about right.
7. Mention and tag people. To expand the reach of content you post, @mention people who might be interested in it. That way, they’ll be notified of your post. They’re more likely to see it and engage with it.
Again, don’t go overboard and do this too much. One a week is about right.
8. Use hashtags. Use hashtags relevant to the content you post, so more people find it. At AT&T, we use #LifeatATT. And we use #ATTImpact when serving our communities. Your organization probably has its own hashtags.
And you can always create your own. My colleague John Stancliffe uses #KeepUpTheAwesome.
9. Analyze your analytics. Look at the analytics the various social platforms provide, to see which of your content is resonating the most with your network.
Beyond that, you can create and analyze your own data. I created a spreadsheet for deeper analysis of my weekly LinkedIn articles.
This led to discoveries about articles that got the most views and engagement. First, they answered important questions for people. Second, they combined personal knowledge and existing knowledge in new ways that only I could write about.
10. Experiment and learn. Try new things with your content. See how your network responds. Sometimes what you expect to get a lot of engagement WON’T, and vice versa.
For example, to test the data point that “it takes 20 LinkedIn posts every month to reach 60% of your audience,” I did an experiment. I posted content every weekday for a month to see what I’d learn. That post did well with almost 1,000 views.
Another time I was annoyed by immediate spam messages people sent me after I accepted their LinkedIn invitations.
So I started a list of “what not to do in LinkedIn.” Then I Googled the topic to see if I’d be covering new ground. It turns out, I wasn’t. So I wrote a different article. But I mentioned the “what not to do” piece I’d considered.
Jason Dunn left a comment and said he was interested in “what not to do.” So I posted it after all.
It’s my most viewed article to date, with 1,200 clicks. And I almost didn’t share it.
The lesson? Keep experimenting!
by Caroline Leach | Jun 3, 2018 | Social Media
Data is the new oil, says The Economist. Data scientist is the best job in America, says Glassdoor. Social data can solve business challenges, says Adweek.
Data is everywhere. It’s touted as the panacea to fix every problem. And it certainly has that potential.
Except … when it doesn’t fully solve a problem, as I discovered this spring.
To understand why and how how professionals are using social media to build their careers, I conducted a study.
I went into it incredibly excited about what it could reveal. I vetted and chose a survey platform. I designed the survey questionnaire. I tweaked it until Survey Monkey gave it a “perfect score.” I sent the survey to any and every group and individual in my network. I shared it in all of my social networks. Multiple times.
I was convinced this would result in upwards of 1,000 responses, although I set a more “realistic” goal of 500. I was sure it would uncover new and fascinating insights about why and how people are using social media to boost their careers. I believed it would identify a myriad of new topics and areas to explore in social media in this blog.
Did it do all of those things?
Well, I humbly report that it ranged broadly from “yes” on some to “no” on others. I shared the survey results in a series of posts called Boost Your Career through Social Media, Part 1, Part 2, Part 3, Part 4 and Part 5. (Note: opinions expressed in this blog are my own).
The main goal of the survey was to learn how fellow professionals are using social media to build their careers. Specifically, it addressed:
- What social media people use professionally and personally
- Why they are active on social media professionally
- How their social media activity has helped their career, others’ careers and their employer.
As I reflected on the experience, here’s are 5 things I learned.
It’s hard to get people to respond to surveys. Intellectually, I know this. But of course, I believed my survey would defy this rule. Why? Because (1) I thought the topic was interesting, (2) I cast a wide net in reaching out to diverse groups of people, and (3) I repeated the call to respond to the survey through multiple channels.
Yet at the end of the fielding in March 2018, I was happy to have 100 responses, a tenth of my original goal.
This may point to the need to up my promotional game. Maybe a play on a BuzzFeed-like headline is in order, such as “What’s your social media type? Take this quiz to see which ‘Game of Thrones’ character are you in social … ”
What I’ll do differently in the future is make my surveys shorter — under 10 minutes to complete, rather than 15. Maybe there will be an annual survey each spring to view trends over time. It could attempt to relate social media behavior with career outcomes such as finding a mentor, landing a new job or scoring a promotion.
On a quarterly basis maybe there will be a shorter, topical survey. Or perhaps a simple question in an LinkedIn post. Because experimentation applies to social media (see below), it makes sense to experiment with survey design, length and frequency.
Social media for career building is in its early days, which creates opportunity. Although 98% of respondents are on LinkedIn and 47% are on Twitter for professional use, some of the comments told a different story:
- “I use social medial personally, not professionally”
- “I don’t really use social media to build my career. I see social media as just that, social.”
- “I rarely use social media”
- “I don’t post on LinkedIn”
My conclusion? These are the nascent days for social media and careers. At first, this disappointed me. But the flip side is the big opportunity for all of us. This is especially true for people navigating transitions to new jobs. According to a 2017 CareerBuilder study:
- 70% of employers use social media to screen candidates
- 57% of employers are less likely to interview a candidate they can’t find online
- 44% have found social media content that caused them to hire a candidate.
People follow thought leaders in social media to learn, which creates opportunity. Among the top reasons for being active in social media professionally, learning continually was cited by 77% of respondents. In comments, people said they followed thought leaders as part of their learning agenda.
Why not parlay your expertise and experience into becoming a thought leader in social media? Whether you realize it or not, you have a unique and valuable perspective on your profession and your industry. By sharing that in social media, one post at a time, you can establish yourself as a thought leader.
Dorie Clark talks about the importance of content creation in her Harvard Business Review article, What You Need to Stand Out in a Noisy World. “The fact that you’re the one creating content, rather than simply quoting others,” she says,”makes you an expert in many people’s eyes.”
Of course, the caveat is that you should never share confidential or proprietary information about your employer. When in doubt, ask the advice of your supervisor and/or err on the side of caution and don’t share.
Actor and former NFL player Terry Crews reminds us about the power of your unique voice. In his interview with author Tim Ferriss for the book Tribe of Mentors, Terry says, “When you’re creative, you render the competition obsolete, because there is only one you, and no one can do things exactly the way you do.”
No one has had your unique experience, and no one can write about it the way you can. If that sounds daunting, you can start with small steps. I call them experiments. Try sharing your perspective in a LinkedIn post or in an article. See what resonates with your audience, and tweak your approach as appropriate.
Keep at it long enough to gain some traction. Here I’m inspired by Tim Ferriss and the dozens of book rejections he’s received as an author. Thank goodness he persisted. We get the benefit of his learning as a result.
Observing others and experimenting are the ways to learn and improve. This survey was a form of observing others and seeing what works for them. Same thing with engaging with my social feeds in LinkedIn, Twitter, Instagram and Facebook.
Keeping an eye on what content is getting high engagement and what people are sharing are sources of inspiration. Sometimes my observations become blog posts, as in the case of How to Seize the Moment in Social Media.
Experiments are also big for me. This survey is one example. Asking “what would happen if … ?” helps me identify what to do next. One time I blogged every day for a month to see what I’d learn. Another time I posted to LinkedIn every weekday for a month, to test the data point that doing so was necessary in order to reach 60% of your network.
It’s hard to reliably predict what will resonate with people. In our data-driven world, I was sure this series of posts of my research would be highly engaging. Perhaps I didn’t promote it well enough. In looking at which articles over the last year have gotten the most engagement, this series didn’t crack the top 10.
What were the top articles? The ones that shared the results from my experiments, like posting to LinkedIn every weekday for a month. Or they covered lists and how-to’s, like 7 Things Not to Do in LinkedIn, How to Kill It in Social Media and 12 Ways to Get a Great LinkedIn Profile Photo.
This post is the 49th article I will have posted to LinkedIn since May 2017. In contemplating my 50th article, I’ll share what I learned from posting an article to LinkedIn nearly every week for a year.
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