72: How to use social media effectively in your job search – Tony Restell, founder of social-hire.com
Entrepreneur and social media expert
Tony Restell regularly delivers webinars and workshops for our clients on how to use social media in job searching and how to get results in your business. Tony was originally a strategy consultant but had always wanted to set up his own business. He founded niche recruitment site www.top-consultant.com which he went on to sell to Jobsite, part of the Daily Mail group. He then founded his current company Social Hire, originally set up as a kind of free LinkedIn. However what he found was the company was more successful at marketing the concept than delivering it, and as result other companies started contacting them about doing social media consulting and running their social media, resulting in a major 'pivot' for the business.
Key tips - for using Social Media in job hunting
- Tony's key message is just how much the market has moved away from advertising positions and towards companies deciding the profile of the person they want to hire and approaching them directly via social media.
- The job board industry still works well for less skilled jobs or, at the other end of the spectrum, for companies hiring for more specialist skills. The reality is many jobs are being filled by candidates being 'found' by recruiters.
- Tony suggests you shouldn't over-invest time in finding jobs and applying to jobs online. Instead, invest your time in making yourself visible to recruiters via key social media channels. Most candidates underinvest in this. How do you appear to the most relevant people so they click on your profile rather than someone else's? Is your message compelling enough?
- Many candidates don't have the key words and phrases for the position they want in their LinkedIn profile. Think like a recruiter - what are they going to be searching for on Linkedin? Find job ads for the type of role you want to secure (not necessarily in your city). Look for the part where it asks for 'must haves'. Are these are on your Linkedin profile? What's missing?
- LinkedIn Title - what do you do? what is your USP? What makes you stand out from other candidates? What value do you deliver?
- Your CV will be tailored for each role whereas you won't have the luxury of tailoring your LinkedIn profile for every position. Tony says focus on the summary section. Does this really make me think I have found a great candidate? What are the main things you would want a hiring manager to know about you?
- Recruiters can search LinkedIn on skills so do make sure you have those on there. Written testimonials are more compelling than what you say about yourself.
- Do you put 'immediately available' if you are unemployed?, it's a tricky one. Recruiters do run searches on people who are available for work now. Jane suggested that you ideally get some consulting work so you can look busy, but still available.
You can only have one Facebook profile so adjust your privacy settings so you have the benefit of having a profile without opening up everything you are doing to recruiters. More and more companies are using highly targeted advertising campaigns - so have your profile filled in so Facebook can run the appropriate job ads in your feed. Be careful, on your sharing settings when you post.
Key tips - for using Social Media for Profile Building of you or your business
- It's really important that you become an expert user of the channels you are going to be active on. Whether you are a job seeker, freelancer or small businesses trying to get sales. Results from social media are equal to the reach multiplied by the conversion rate you can achieve with that reach. They all work differently.
- Only spend time on a platform if you are going to invest effort in figuring out how to get results from it - otherwise it's not worth spending the time.
- Most of the value from social media comes from the conversations you have on there. Too many people use social media to push things out rather than engaging in genuine conversations with potential customers or clients.
- Should you use Twitter - is the audience you want to reach on there?
- How do people get alerted to your presence? Tag people in posts on Linkedin. Link to people on Linkedin and follow people on Twitter.
Tony thinks that strategically it's good to have a presence on Google +, given who Google are. Most people who are successful on social media are focussed on just a few platforms. You have to tweak and refine, and A/B test. This all takes time.
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