In the business world, modern organizations conduct corporate retreats on a regular basis to consider their strategic direction, review progress, and set up goals and objectives for the year. In this course you will use the same approach to organize, strategize, re-energize, and re-invigorate your career building activities. The final Capstone Project is designed as an annual retreat aimed at facilitating your ability to step back from day-to-day demands and strategically focus on gaining a competitive edge on the job market by investigating new opportunities for career growth, conducting a thorough audit of your skill-building and self-marketing strategies, and developing new ways to enhance and showcase your marketable skills. The Capstone Project will allow you to integrate concepts and tools from the entire Career Brand Management specialization to effectively manage your career brand and increase personal effectiveness. Some unique program highlights: • The Capstone Project is designed as a virtual training and development facility where you will engage in career investigation research, self-audit, and creating evidence-based portfolios, professional development plans, self-marketing and personal branding strategies, presentations, and public profiles; • You’ll be actively working with your cohort (study group members) to review their work and receive peer feedback; • You may also use the Capstone as a “career fitness gym” and work independently on a project where you will share your results with others and receive peer feedback. Examples of these projects include but are not limited to developing a self-marketing plan, creating a new digital artifact, developing communication strategy, working on a job application, creating a selection criteria statement, and looking for best practices and self-assessment tools; • It is completely self-paced; you may want to either do it as a 4-week course, or focus and complete in just 3-4 days. Overall, the Capstone Project will help you organize yourself, fine tune your self-management information system, provide a framework for strategic self-management, and serve as an effective self-coaching support system. In the end, you will be well positioned to succeed in the marketplace as the CEO of your own career!
The secrets of using social media for self-marketing: A bonus interview with Dr. Alfreda James of SUNY Stony Brook
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From the course by The State University of New York
Career Total Fitness Annual Retreat
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From the lesson
Strategic Planning
Welcome to Day 3! The day will begin with a review of the Self-Coaching Toolbox followed by two lectures. The first lecture will examine approaches to sustaining self-strategy and translating it into daily routines. The other lecture will introduce the third assignment devoted to developing breathtaking communication strategies. Your instructors are Amy Giaculli, Val Chukhlomin and John Beckem.
Meet the Instructors
Dr. Valeri ChukhlominProfessor
SUNY Empire State College
Dr. Michele ForteAssistant Professor, SUNY Empire State College
Community and Human Services
Dr. John M. Beckem IIAssistant Professor of Finance and Management Studies
State University of New York, Empire State College
Dr. Tonka JokelovaCoordinator of Curriculum and Instructional Design
SUNY Empire State College
Amy GiaculliAssessment Specialist
SUNY Empire State College
I'm Dr. John Beckham.
I'm a Associate Professor of Fine Arts and
Management Studies at the State University of New York Empire State College.
And I'm here with a very special guest, Miss Alfreda James.
And I'll let het introduce herself.
>> Hi there, I'm Alfreda James.
And I am from SUNY Stony Brook.
Stony Brook University is one of the four university centers.
And we are located at Stony Brook, New York.
And I am Assistant Director for Graduate Students and Post Docs.
>> And today, we will be having a brief interview,
a discussion discussing social media and more specifically, Twitter, and
how students can utilize this for career branding, career management,
as well as trying to maybe change careers, and career development.
>> Okay.
>> So I know we're going to get into Twitter, but
let's talk about social media.
From your perspective, you've done a lot of research and work in social media.
How can a student potentially use social media,
to help them in their career development?
>> Social medial is but one tool.
We encourage people to still ask questions,
have informational interviews, read.
Social media is a device.
So let's say, you want to become a research scientist at Pfizer,
which is a large pharmaceutical company that has outlets in New Jersey,
upstate New York and so on.
It make sense to use social media to understand Pfizer's mission,
to understand its new product development, and
even its processes, because Pfizer uses social media.
So this is really, there's not one way to use it.
It's two ways or sometimes five ways to use it.
Now for your personal branding, it really depends on the student's intention.
If I want to go into a marketing, I want to be seen as marketing expert,
then I have to have a social media account to market something.
Not just me personally, but I am promoting an idea, or I am representing a product.
That way I can show my social media, and the number of hits or
the analytics to show my effectiveness.
So it really depends.
You can use it for branding, yes.
You can use it for information purposes.
You can use it for, my favorite phrase, is to be productively nosy.
You know, what's going on in a certain area?
Do I know the up-to-date products?
Do I understand the marketing techniques?
Do I understand the major players within an industry,
or that are attached to a product?
So, it's not just one thing, it's a little bit of everything.
The individual has to determine what he or she needs.
>> That's great, great information.
And we've seen quite a few of those in our course,
as far as different avenues, which a student can utilize social media.
I think one of the most poignant things that you talked about is the research.
>> Right. >> Being able to research the background
of a company.
>> Correct. >> Maybe even some of the individuals
who work in the company.
I mean you have access to LinkedIn, and so forth.
Being able to go into a interview with a already knowledge base,
is only to the person's benefit.
>> It is extremely important, because hiring managers,
they know that there are scripted answers.
So the hiring manager wants to evaluate what you know about the company.
What you know about the products and services, the mission.
So you can use social media to find that out, to learn that.
And hiring managers also know,
that there is enough information out there that you can be informed.
So when an individual walks into their office for an interview,
and gives the most superficial answers,
then the current manager knows that the candidate has failed to use
the available technique, the tools to learn about the company.
>> And it also shows a lack of initiative.
>> Lack of initiative.
Why should they hire you?
>> Absolutely. >> If you're not going to get the base
line information that they use on Instagram,
LinkedIn, why should they hire you?
because your not going to help them with their products.
>> When I was a hiring manager in corporate,
one of the first questions I asked every candidate, well what do you know about us?
And I'm waiting for a response because the information's out there.
>> Right. >> Secondly,
what have you perceived are our strengths and weaknesses?
>> And they should know that.
>> Absolutely.
>> They should know that if they've done their homework.
>> Right, because the third question is, well how can you help us?
And I haven't given you any information yet.
>> [LAUGH] >> This is the research that you
have should have done prior.
>> Right, right. A lot of students miss, they want the job.
They're so focused on it.
I want the job.
I want the income.
And they miss the heart and soul, which is in evidence on social media.
They say, I want to work for Goldman Sachs.
Well why do you want to work for Goldman Sachs?
Because it's a top 10 company.
What do you bring?
>> What's your value?
>> And they miss that.
Another fallacy that social media can help with,
is the assumption that you can give the right answer.
Hiring managers want to see how you perform, when things go wrong.
What do you do with the unpredictable?
If you've done your homework on social media, you understand strengths,
weaknesses, profits, loss, competition.
And you can develop an answer, you can construct an answer.
As opposed to I want to work for your firm, or I want to work for a top 10 firm.
That's not what they want.
>> Right, because I'm automatically perceive,
that you're doing resume building.
>> Right? >> You're trying to
build your career based upon where you've been.
>> Right.
>> And I am looking at, how you can add value to my organization and
help us progress forward.
>> And that's difficult for students in college to understand,
because they have a narrow focus.
So, when a student meets me during a practice interview,
I will talk about ditch digging, give me some depth to this response.
What's the meat and potatoes?
Get to your point.
If you are a crackerjack programmer,
then I should know that within five seconds of meeting you.
>> Absolutely.
>> If you are good at collaborating, give me an example.
Don't just say, I like team work.
That doesn't help me.
And again, the social media can help an individual understand, again,
the work community they're trying to join, the corporate culture.
>> Mm-hm.
>> So it's there.
They can use it.
So again, it really depends on the circumstances.
Are you trying to improve your knowledge?
Are you trying to build your reputation?
Are you trying to understand a new organization as you make a transition?
So the individual is the driver for social media, it's not a passive thing.
I like to see student projects where there are metrics,
where there's evidence of revision,
where you see what they had to produce for someone else.
>> Mm-hm. For example, there are students on our
campus who have been involved, let's say for involved in student government.
There are budgets, there are reports,
that information can be helpful to an employer.
Because you're working on behalf of someone else.
You see that's different.
When you're marketing yourself, you are controlling the flow of information.
It's all about John.
But what happens when you have to represent 15 other people, or
you are responsible for a project that can impact a community?
That can still be a part of your social media campaign,
but you're working on behalf of someone else.
Having, well, first, let's go back to writing.
Your content, you have to be aware of your audience.
Are you trying to become, position yourself as an expert in communication or
community development?
Then that's what your tweaks and projects and presentations should be about.
If I'm trying to convince the United Way to hire me,
then I need to show involvement in my community.
The United Way needs to know that I can collaborate,
that I can do fundraising, that I can write grants.
That's the content that needs to be posted on the social media, right?
How you have to align your values to the organizational values.
One of the toughest things a job seeker has to do is understand
that an employer wants to see what you're doing on behalf of others.
Not just you. >> Yes.
>> You can be a nice person.
>> How did you add value to an organization-
>> How did you add value?
Okay, give an example.
Let's go back to advertising and marketing.
A lot of students say, I want to go into advertising and marketing.
Well, what have you marketed?
They can't tell me.
What have you promoted?
Then I'll go back. Well, are you in a sorority?
Yes.
Does your sorority do public service?
Yes.
Well, then what did you do?
What was your public service project?
How much money did you raise?
Who did you help?
That's the example.
That's the gathering of evidence which eventually lands on your social media.
>> And how did you it along with the outcome?
>> And what were the metrics, right?
>> Yeah, yeah.
>> What are the metrics?
>> And even if they don't belong to a organization such as a fraternity or
sorority, even volunteering.
>> Volunteering.
>> because you can go volunteer for, avail yourself for
volunteerism through a lot of different organizations.
>> Big Brother, Big Sisters.
>> Yes. >> There are so many way to help, and
where you're improving your community, but also improving your own skills.
>> Absolutely.
>> What you bring to the table.
And sometimes individuals are so focused on, again, the job or
the end outcome that they miss the development that comes along.
So social media is a way to highlight your [LAUGH] various development.
But you have to still align your values.
>> Yes.
>> It's not cut and dry.
>> Yes, now one of the things that you mentioned, you mentioned the word tweets.
>> Yeah, tweets, right.
>> Yeah, and you've done some research in publications.
>> I have.
>> In regard to Twitter.
>> I have.
>> Can you tell us a little bit about that?
>> Well, Twitter is one of my tools.
And it is, of course, there's a character limit of 140 characters.
And so how do you convey a message?
What's the content that you can give with 140 characters?
Well, first, I am a career counselor.
And I'm expected,
my institution wants me to be alert to student outcomes, alert
to what our students are doing that's related to professional development.
So that's the landscapes of my tweets, our students and their progress.
Now that means that when I run across a Stony Brook alumnus,
I might tweet about that person, I might say something about that person.
Which requires that I talk to the individual, or make another reference.
Again, I'm drawing attention to students.
My tweets have a specific tone.
Well I don't really have a specific mission, but
there is an orientation towards those tweets.
And so anybody on social media has to think, who's my audience?
Why am I tweeting, why am I on Instagram?
It's not something that you do casually.
Some people do it, and that's not always to your advantage.
There are people who consider themselves thought leaders or
they are just influential.
They're experts, and so they tweet.
And so following these individuals or being alert to what they're
saying about the market or a product can be extraordinarily helpful.
So as I design my Twitter strategy, I will refer to,
I look towards the marketing experts, because they can
help me devise my tweets to help me understand my audience.
How do I convey a message with 140 characters?
Well, sometimes they have a visual.
Sometimes it's symbols, sometimes it's word usage.
So following people who are experts helps.
Students can also understand an organization better.
Let's take the National Institutes for Health.
They have a range of programs and services, research all over the place.
Well, follow the NIH Twitter feed, and
you'll be able to understand the many focuses of the NIH.
So you can use Twitter to filter information because you'd be overwhelmed.
So pick who you follow.
Pick topics that are interest to your development and then go from there.
I am not interested in cars.
But if I were to need a new vehicle, you can bet I would go to Ford or
to Honda to understand their new product line.
And I would use social media, because that's become the depository.
>> And you can also see the reviews- >> I can read the reviews, right.
>> Of other people who own these cars or who have driven them and
what their response is.
>> Right.
>> And one of the things about Twitter or social media for
that matter, is the ability to set up alerts.
>> Yes, something new, right.
>> Yes. >> Like,
take the Takata airbags that have been exploding in some cases.
Trying to find out if your car has that airbag [LAUGH] is difficult.
But if you are following chemical and engineering news,
you understand the problem a little better, because they'll explain it to you.
And you'll get the link that will make it easier for
you to find out [LAUGH] if your car has that problem.
That is exactly what I did.
>> Okay.
>> I used chemical and engineering news,
of all places, to understand Takata air bag problems now.
If I were in the South, my air bag would be more of a problem for me.
But I don't live in that environment, all right, but
I understand this from my Twitter feed, right?
So you said, your basic question was how can a job seeker or
someone who's trying to transition use social media?
Use it selectively, understand your values, and
have an idea of what you're looking for, or
else this will be totally overwhelming, and it won't make any sense to you.
>> Focus, so I'm hearing you say focus is very key.
>> Yes, yes.
>> And being very methodical.
>> Yes.
>> And so by being a follower, then I can select and
hone in onto the information that I'm receiving.
>> Right.
>> Which could be to my benefits.
Is there any way for the student who is looking for development,
transition, or change to be able to send tweets themselves?
How would they utilize it, and who would they send it to?
>> Yes, you can.
However, I would not use Twitter for that.
I might use my institution's LinkedIn account.
LinkedIn is more for, I'll call it, conversations.
Or it's a long playing format.
Twitter, 140 characters, there's some limitations with that.
If you want to understand how individuals have progressed through their careers,
Then you might use LinkedIn because the platform is different.
>> That's a good point.
And if I have the aspirations of being a manufacturing plant manager,
then I can find a LinkedIn, some individuals who already have [CROSSTALK]
And how that they progressed in their career.
>> From my institutions, LinkedIn account, I can find out who has made that progress,
which the degree program they were in, and how long they've been in the field.
Did they change?
I can find that out.
>> What specialized projects were there?
>> I can find that, that history is there within the LinkedIn account.
Now from there I might choose to go to an alumni association meeting.
You see, you have to remember to keep the social in social media.
It's not just you sitting at your keyboard or
with your device, collecting information.
You have to go out and talk to people.
So, I use the Stoney Brook Alumni Association's LinkedIn account.
I find an alum in higher ed and
I see that that alum is going to be coming to homecoming.
Then maybe I need to meet that person at homecoming.
Or maybe find out if I'm somehow connected to that individual.
Again there is that one on one touch that's necessary.
This is how you position yourself using social media.
LinkedIn allows for more in-depth interaction.
And there's another feature on LinkedIn that a lot of students miss, and
that is that most large companies have a LinkedIn account, LinkedIn page.
There are job announcements on LinkedIn.
You can get a human resources contact on LinkedIn.
You can find out about product rollouts, or
even quarterly reports that are, again, more detailed on LinkedIn.
So, you're missing the gold mine of information by ignoring LinkedIn, and
only relying on one aspect of social media.
>> Okay.
>> A lot of times individuals who have a part-time job or
just a temporary job that requires them to use social media.
For example, the student on our campus who won the Student Employee of
the Year Award ran the social media campaign for our athletics department.
She is a full time student.
She ran the social media campaign for Stony Brook athletics.
The metrics that she produced in terms of hits and
other activity is stunning.
She can use that.
An employer will see that.
She can refer to her,
the Stony Brook athletics Twitter account as an example of her work.
>> Wow. >> Right.
And they can see the prominence,
they can see the visuals, they can see her adept use of language on that.
See, yes there are a lot of negatives.
But when a student can point to their social media work and the visibility
that they've given to a product or an organization, they're helping themselves.
>> That's true, that's true.
And a student can also point to who have they been following.
>> Who have they been following.
>> And if there's any engagement that could be positive.
>> Right, right.
So when students are in charge, when an individual is in charge of a social media
account, really in charge, they have to talk to people they have to
understand the needs of their various sources.
You know, what's the strategy for
this account, how am I representing the organization?
How do I respond to criticism?
Am I using all avenues to represent my organization?
They have to think through this process, how can I get better at it,
how can I position my organization so that it's more visible?
How can I get more people to come to our events?
Doing that process forces the individual to develop skills.
My phrase is there is sufficiency in the making and the doing.
You'll get better, you'll become an expert by making the effort.
And making mistakes and recovering from those mistakes.
My biggest criticism of higher ed is that we think that the education
makes everything perfect.
You know what to do, when to do it, and how to respond.
No, it doesn't work that way.
So, you have to represent someone or something.
Social media is one way to show what you represent and
to show change over time, that's all.
>> That's a great point.
That's a great point.
I like to say we fail to success.
>> Right [LAUGH].
>> Yeah. >> I agree, I agree.
>> If you can treat your failures that's the opportunity to learn.
>> Right, and in social media it means what you do is more public.
>> Yeah. >> But if you are thoughtful about
what you want to represent, what values you want to convey,
then social media opens up a lot for you.
You can be visible.
You can show your work.
>> And that would be true whether it's Twitter, LinkedIn, YouTube or Facebook.
>> Right, right.
Now let me, I just realized something else that I kind of skipped over in this
conversation.
We have noticed that employers are asking for
more evidence of work on social media.
And they will ask you to produce
work on social media within the context of an interview.
>> Wow.
>> They will. >> That's good information to know.
>> So, that we did this ourselves with one of our recent hires.
The individuals for this job and who's essentially a career counselor,
had to, we told them in advance, had to compose
a YouTube clip and then post it for us.
That we evaluate it as a part of the job search process.
Our office moves fast, we're a career center.
We have to have to have a brand presence.
We have to be visible to faculty, students, and staff.
Sometimes we have to produce on social media within a very short period of time.
That was part of her job.
If you don't have that essential skill, then-
>> You're not of value.
>> Not of value.
>> And your organization, such as any,
will have to have the ability to trust you.
>> Can you produce it?
So we now, so that is a part of the interview process.
Show us what you can do within a short period of time.
>> And can you represent the organization in a positive light?
>> Yes.
So that required the candidates
to have a strong knowledge base of higher ed and career centers.
And social media, and communication, and how to appeal to
a market of traditional aged students, all right, in that video clip.
Now, that's a lot.
Some employers will, and this is not exactly social media, but it's related.
Some employers will send you a link now, a job candidate link.
And you have to do a series of tasks from that link.
Now all that is, is a social media, right, technology.
But if you are not accustomed to working in that online environment, that web 2.5
or wherever we're at, if you're not accustomed to that, then you won't know
what to do, how to respond, because it is not a face to face interview.
They are evaluating you as to how you respond to the information on that link.
Sometimes it's projects, sometimes it's programming, right.
It depends, right.
But they are sending you a link, and
you have to do your work within that framework.
If you're adept at social media, then this is not scary.
It's your environment.
Web 2.0 has changed everything about job seeking,
so you have to be comfortable with the technology.
Both of your devices, and the URLs, and everything else.
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