Читать книгу The New Rules of Marketing and PR - David Meerman Scott, Kevin Nalty, Steve Garfield - Страница 58

It’s not just travel destinations, cosmetics, and air travel that can be promoted via social networks like Twitter. It’s also you and your career. Let’s look at how people use social networks in the job market. David Murray (@DaveMurr) says that after being laid off, he immediately did the traditional things, updating his resume and calling a bunch of contacts. But he eventually realized that he would also have to change gears and pay attention to blogs, social networks, and online communities. Murray already had a Twitter account, so he reached out to his Twitter followers and publicly announced that he was looking for work.

“I guess you could say I used a new tool for old-school networking,” Murray says. “The response was overwhelming, and I received several leads and opportunities that were far more fruitful than my previous attempts.”

Murray then hit on a creative way to use Twitter Search¹ in his job hunt. “I came across a comment from Chris Brogan [@ChrisBrogan] on how he used Twitter Search to keep track of his tens of thousands of followers using RSS feeds,” Murray says. “So I simply began entering keywords in Twitter Search like ‘Hiring Social Media,’ ‘Social Media Jobs,’ ‘Online Community Manager,’ ‘Blogging Jobs,’ and so on. I then pulled the RSS feeds of these keyword conversations and made it a habit to check these first thing in the morning every day.”

Bingo. Murray came across lots of conversations related to his keywords, and if something sounded like a good fit for him, he took the liberty of introducing himself via Twitter. “Many times, the jobs had not been officially posted,” Murray says.

How cool is it that on Twitter you can express interest in a job opportunity that hasn’t even been announced yet? It’s like getting inside information!

Hired. It didn’t take long at all for Murray to land the ideal job. His example is of someone who had already established himself in his career; he was looking for a new job because of a layoff. But what about new (or soon-to-be) university graduates searching for an entry-level position?

When Lindsey Kirchoff was a graduating senior at Tufts University near Boston, Massachusetts, she started a terrific blog called How to Market to Me.² In her blog, Kirchoff offers her opinions on how to market to millennials like herself. “The blog is my opinion,” she says. “It’s about the advertisements that ‘get’ me as a collegiate and 20-something consumer—the companies that understand my values, participate in my humor, and reach me when/where I’m most likely to need them. It’s also about companies that don’t do any of those things and how they can better reach me (and people like me) in the future.”

She used her comments on other people’s blogs, her Twitter feed (@LindseyKirchoff), and other social networking tools to share her ideas about how companies should market to people like her—a focus that also served to showcase her understanding of marketing.

At the time, Kirchoff was on the hunt for a job upon graduation, hopefully at a mid-to-large marketing firm with a strong entry-level program. Soon her active social networking led to discussions both online and in person with marketers at a Boston-based software company. Partly based on her solid understanding of social media as demonstrated by her blog and use of Twitter, Kirchoff was hired full-time and started working soon after graduation.

What Kirchoff and Murray both did was to show potential employers that they were available and ready to contribute. They put their enthusiasm and expertise out there to make themselves stand out from the other candidates, who would simply send a paper application or CV.

Some people might argue that this technique works only to find jobs related to social media and marketing (like Murray and Kirchoff did). While it’s true that social-media-savvy people are often the first to use these techniques, I’m convinced that they would work for many other kinds of job seekers. These days, Twitter is used very widely, and tweets like “I’m looking for an accountant to join my London office” appear frequently. You should be monitoring what people are saying in your field. Plus, if you’re an accountant, salesperson, or production manager looking for work, then you’re really going to stand out from the crowd of 1,000 resumes if you use social media to find a job.

As long as we’re discussing social media and job searches, here’s an important consideration: What comes up when you Google your name with the name of your most recent employer? Potential employers do that all the time. And you can influence what they see! Remember, on the web, you are what you publish.