Using the Power of Social Media to Attract Talented Workers with Disabilities
March 21, 2013
Debra RuhCEO and Founder
Ruh Global
Webinar Series for Business Hosted by: Burton Blatt Institute – Southeast, a partnership between the
Southeast ADA Center and Southeast TACE Region IV. Funded by NIDRR Grant # H133A110021© 2013 All Rights Reserved
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Webinar Series for Business Your Training Solution on the ADA
& People with Disabilities in the
Workplace
Hosted by: Burton Blatt Institute – Southeast, a partnership between the Southeast ADA Center and Southeast TACE Region IV.
Webinar Series for Business Hosted by: Burton Blatt Institute – Southeast, a partnership between the
Southeast ADA Center and Southeast TACE Region IV. Funded by NIDRR Grant # H133A110021© 2013 All Rights Reserved
3
ADA National Network Centers
1-800-949-4232 [voice/tty]adata.org
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4Introduction
Debra Ruh founded Ruh Global in 2012. Ruh Global is a Strategic Marketing firm that allows organizations to connect and integrate the community of PwD and their families. Our services will enable corporate and public organizations to easily navigate the legal maze and confusing messages about and from the community of PwD.
Ruh Global provides innovative yet personal marketing and communication consulting with a superior level of expertise and strong professional reputation.
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5Introduction (cont.)
In 2001, Debra founded TecAccess, the leading provider of accessible Information & Communication Technologies (ICT). TecAccess merged with SSB BART Group (SSB) in April 2011 and Debra took on the role as the Chief Marketing Officer for SSB until December 2012.
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NEWS FLASH!
Consider This…
Right now someone is likely to be “Tweeting” about your company
Right now someone is likely to be blogging about your services
Right now someone is likely to be talking about us in an online social forum – #USBLN2012
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7What is Social Media?
Social Media, also known as “Web 2.0,” is a category of sites that are based on user participation and user-generated content.
They include social networking sites such as LinkedIn, YouTube, Facebook, Twitter, Flickr, LinkedIn, Pinterest, Google+, etc.
NEWS FLASH!
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8Understanding The Terms
Social media/Emerging media?
The use of telecommunications to interact with others online through the sharing of words, pictures, video and audio.
Begins with a virtual representation of each user (a profile), his/her social links, and a variety of additional personal/professional information
Networks become richer with more personal connections and more diverse ways to spread and gather information
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9Social Media 10 yrs old & growing
Though online social platforms such as chat rooms or message boards have been around for decades, it’s been only recently that they’ve found mainstream reception. Most came online around 2004 and 2005.
Facebook: Over a billion users by the end of 2012
YouTube: Hundreds of millions users, 2 billion videos watched daily. 24 hours of video uploaded per minute.
Twitter: 400 million users as of September 2012
LinkedIn: 100+ million users, mostly business-oriented as of July 2012
Pinterest: 10.4 million users mostly women as of Feb 2012
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10Social Media Terms - Blog
Blog - Blog is a word that was created from two words: “web log.” Blogs are usually maintained by an individual or a business with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog.
http://en.wikipedia.org/wiki/Blog
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11Social Media Terms - Blogger
Blogger - Blogger is a free blogging platform owned by Google that allows individuals and companies to host and publish a blog typically on a subdomain. Example: yourblogname.blogspot.com
http://www.blogger.com/
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12Social Media Terms - Friends
Friends - No, not your pals you play poker with on the weekends. We're talking Facebook friends. These are individuals you consider to be friendly enough with you to see your Facebook profile and engage with you.
https://www.facebook.com/find-friends
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13Social Media Terms (1 of 4)
Hashtag - A hashtag is a tag used on the social network Twitter as a way to annotate a message. A hashtag is a word or phrase preceded by a “#.” Example: #disability and #USBLN2012. Hashtags are commonly used to show that a tweet, a Twitter message, is related to an event or conference, online or offline. Also Proper Names use @ sign. Example: @debraruh or @USBLN
Like - A “Like” is an action that can be made by a Facebook user. Instead of writing a comment for a message or a status update, a Facebook user can click the "Like" button as a quick way to show approval and share the message.
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Southeast ADA Center and Southeast TACE Region IV. Funded by NIDRR Grant # H133A110021© 2013 All Rights Reserved
14Social Media Terms (2 of 4)
Platform - the framework or system within which tools work. That platform may be as broad as mobile telephony, or as narrow as a piece of software that has different modules like blogs, forums, and wikis in a suite of tools
Post - an item on a blog or forum.
Retweet - A retweet is when someone on Twitter sees your message and decides to re-share it with his/her followers. A retweet button allows them to quickly resend the message with attribution to the original sharer's name.
Sharing - offering other people the use of your text, images, video, bookmarks or other content by adding tags, and applying copyright licenses that encourage use of content.
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15Social Media Terms (3 of 4)
Social networking sites - online places where users can create a profile for themselves, and then socialize with others using a range of social media tools including blogs, video, images, tagging, lists of friends, forums and messaging.
Tags are keywords attached to a blog post, bookmark, photo or other item of content so you and others can find them easily through searches and aggregation. Tags can usually be freely chosen - and so form part of a folksonomy - while categories are predetermined and are part of a taxonomy.
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Southeast ADA Center and Southeast TACE Region IV. Funded by NIDRR Grant # H133A110021© 2013 All Rights Reserved
16Social Media Terms (4 of 4)
Trend - A trend is seen on every social network. Facebook shows what is trending when multiple users are sharing the same link or discussing the same topic. Google+ highlights trending topic when a user conducts a search. Twitter has a section to the bottom right of its home feed which clearly shows what topics and hashtags are trending in tweets. And LinkedIn shows what industries (in LinkedIn Today) that a certain story is popular.
URL- Unique Resource Locator is the technical term for a web address like http://www.RuhGlobal.com
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17The Future
Despite some obstacles, PwD are extremely involved
More and more involvement due to technology improvements
Growing awareness – millions of users / customers
Mobility and other barriers to interaction do not preclude inclusion any longer
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18Here comes the Big Boom…
This is clearly not your father’s Oldsmobile!
More than 60% of Baby Boomers already use social media - and growing
76 million in the Baby Boomer generation, a very social bunch
New expectations by the Boomer generation about remaining involved, plugged in
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Southeast ADA Center and Southeast TACE Region IV. Funded by NIDRR Grant # H133A110021© 2013 All Rights Reserved
19How do I begin in marketing myself?
Social media is about conversations and networking.
You need a game plan. Decide what you want to accomplish. Are you looking for a job? Do you want to change careers? What are you passionate about? Do you want to become a Thought Leader?
Find the conversations to join. For example, if you’re targeting people in business or specific careers or jobs, then LinkedIn is possibly the best place to start.
Good way to proceed is to look for groups: are the active groups on the social site interested in what you can help with? If so, then potentially that is a good place to start.
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Southeast ADA Center and Southeast TACE Region IV. Funded by NIDRR Grant # H133A110021© 2013 All Rights Reserved
20Looking at Platforms…
Let’s take a look at current trends and future projections
As we scroll through the next slides let’s have a discussion about how each of these new technologies can impact both your business environment and your quest to hire and communicate with customers with disabilities
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Southeast ADA Center and Southeast TACE Region IV. Funded by NIDRR Grant # H133A110021© 2013 All Rights Reserved
21Mobility
49 million people in the U.S. owned smartphones in May, up 8.1 percent from three months earlier. Led by BlackBerry, Apple, Microsoft and Google’s Android operating systems. Of those users:
32 percent browse the Internet
30 percent use apps
21 percent access social media sites or blogs
The majority of usage is data/text, not phone service
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22Integration
Facebook now allows websites to integrate it into their own blogs or websites. It works best on sites with frequently updated content. How?
“Like”/“Recommend” button: Lets visitors to your site/blog “like” or recommend an article, video or other content and comment on it
Visitor activity is shown on their Facebook page and others’ News Feeds, expanding your distribution network
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23Integration (cont.)
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24Location-Based Services
Location services let people with a mobile device (iPhone, BlackBerry, Android) “check in” at businesses, events and more.
Users earn badges and keep a running tab on places they visit, can see who else is nearby, learn about deals and get tips from others who have been there before.
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Southeast ADA Center and Southeast TACE Region IV. Funded by NIDRR Grant # H133A110021© 2013 All Rights Reserved
25Social Media and Recruiting
89% of Companies will use Social Media for recruiting in 2011. Up 6% from 2010.
1 of 3 employers rejected candidates based on something they found about them online
14.4 Million people have used social media to find a job in 2011
24% Managers found good candidates from social media profile
65% Companies that have successfully used Social Media
55% Companies that plan to invest more in social media recruiting in 2011
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Southeast ADA Center and Southeast TACE Region IV. Funded by NIDRR Grant # H133A110021© 2013 All Rights Reserved
26Social Recruiting
Simply tweeting out a link to a job posting will get you visibility and viable candidates. But to really reach your target audience - Join the conversations
Learn what is important to the targeted community
Know Your Audience
Learn the language and industries
Get Creative (Make your message stand out)
Be Open in Return (share information and communicate)
Take the time to brand your firm as a Employer of Choice
Cultivate your social media presence your brand will allow you to incorporate job announcements.
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Southeast ADA Center and Southeast TACE Region IV. Funded by NIDRR Grant # H133A110021© 2013 All Rights Reserved
27HR Managers & Social Media
92% of Hiring managers in 2010 used or plan to use social media to recruit
86% in Linkedin
60% in Facebook
50% use Twitter
56% (up from 54% in 2008) HR Professionals that use networking websites to source potential candidates
1 out of 5 employers use Social Networking Sites to Research Job Candidates
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Southeast ADA Center and Southeast TACE Region IV. Funded by NIDRR Grant # H133A110021© 2013 All Rights Reserved
28Recruit via LinkedIn
Recruiters are posting positions on social media sites like LinkedIn Groups (free) or LinkedIn Talent Advantage.
Join LinkedIn Groups that focus on people with disabilities
Professionals with Disabilities
Job Opportunities for Individuals and Veterans with Disabilities
USBLN (US Business Leadership Network)
AAPD (American Association of People with Disabilities)
COSD (Career Opportunities for Students with Disabilities)
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29Recruit via Facebook
Place positions for free in the Facebook Marketplace
Ad will require location, job category, subcategories, title, description and allow post an image
Facebook Pages
Use your Facebook Page as a recruiting tool.
You can also post job openings for your fans to see
Facebook Ad
This is another option that allows a laser targeting ability
This is a pay per click (how many people clicked on your ad) OR pay per impression (how many people potentially saw your ad)
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Southeast ADA Center and Southeast TACE Region IV. Funded by NIDRR Grant # H133A110021© 2013 All Rights Reserved
30Recruit via Twitter
Twitter can be powerful for smaller companies or a recruiter who wants to get an edge.
Only 140 characters but you can tweet short messages with a URL
Increase your network by including hashtags like #disabilities, #accessibility, #inclusion, #employment, #jobpost, #career, #staffing, #hiring
You can also engage with candidates and follow the topics the tweet about with messages like:
• Stop by our job fair or career expo• Check out more positions at www.company.com
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31Pinterest
Where The Ladies At?
Pinterest. 2 Million Daily Facebook Users, 97% Of Fans Are Women
Pinterest now has over 10.4 million registered users, 9 million monthly Facebook-connected users, and 2 million daily Facebook users.
With gorgeous photography, and links to travel and shopping, Pinterest is becoming an obsession for flocks of women.
AppData and Facebook’s advertising tool show that over 97% of Pinterest’s Facebook fans are women.
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32Pinterest & Recruiting
Creative Positions – Allows a slick place for creative people to pin their portfolios
Allow a job seeker to share resumes and other content
Allow both recruiters and job seekers to find content via hashtags. Instead of cool – add #disabilities and relevant comments about pinned content
Boards can be filled with content showing recruiters the Thought Leaders in a space
Could allow recruiters to quietly observe the content
Allow recruiters to brand their firm as “Employers of Choice” by pinning articles and PR about the firm
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33Debra Ruh’s Pinterest
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34Other Options
Craig’s List
Disaboom
Disability Scoop
ODEP EARN
Getting Hired
Disability Specific Sites
NFB (National Federation for the Blind)
AFB (American Foundation for the Blind)
Easter Seals
United Way
The Arc
UCP (United Cerebral Palsy)
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35Recruiters are also using…Recruiters are using Social Media to post positions and
chatter with candidates. However they are also using it to:
Determine Culture Fit
Personal Branding Inconsistencies
Written Communications Skills
Trending Health Issues
Lifestyle Changes
Some recruiters are using it at a deeper level sometimes before the first conversation ever happens and in those case a candidate is rarely given the opportunity to clarify, retract or explain…
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36ROI of Using Social Media
Social media recruiting can allow employers to target diverse candidates.
It can also allow an employer to get to know a candidate a little better.
Are they a leader in the community?
Are they knowledgeable in their field?
Using tools like LinkedIn, Facebook and Twitter takes recruiting back to its grass root day of networking but in the digital age.
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Southeast ADA Center and Southeast TACE Region IV. Funded by NIDRR Grant # H133A110021© 2013 All Rights Reserved
37Great Developments, But…
A growing concern exist over the accessibility of such technology
Digital Divide and Social Inclusion
Platform Developers lack awareness
Like PwD, Boomers will be very loyal customers, who wants them?
Boomers adding their voice to PwD will be LOUD
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38Accessibility Issues
Keyboard only users would experience varying degrees of difficulty, ranging from a lack of links that allow them to jump over main navigation links, to pages or features that were effectively inaccessible to keyboard users.
Many graphics lack any alternative text (or ‘tool tips’).
Most platforms use an unlabelled ‘CAPTCHA’ (Completely Automated Public Turing Test to Tell Computers and Humans Apart)
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39
*
Open Discussion & Questions
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40Resources
USBLN – Business Leadership Network www.usbln.org/
Southeast ADA Center adasoutheast.org
Southeast TACE Region IV tacesoutheast.org
Ruh Global www.RuhGlobal.com Burton Blatt Institute bbi.syr.edu
ADA National Network adata.org
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Southeast ADA Center and Southeast TACE Region IV. Funded by NIDRR Grant # H133A110021© 2013 All Rights Reserved
41Contact Information
Debra Ruh, CEO and FounderRuh Global
Follow on: Twitter, Linked-In, Facebook, Pinterest, Tumblr @debraruh
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Southeast ADA Center and Southeast TACE Region IV. Funded by NIDRR Grant # H133A110021© 2013 All Rights Reserved
42
THANK YOU!
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43Sponsors of Webinar Series
Burton Blatt Institute – Southeast A partnership of the Southeast ADA Center and Southeast TACE Region IV
ADA National Network
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44Education Credits
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Questions or Help Contact Us:
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46Disclaimer
The Southeast ADA Center is authorized by the National Institute on Disability and Rehabilitation Research (NIDRR) to provide information, materials, and technical assistance to individuals and entities that are covered by the Americans with Disabilities Act (ADA) and its Amendments under Grant No. #H133A110021. However, NIDRR is not responsible for enforcement of the ADA. For more information or assistance, contact your regional ADA Center via the ADA National Network at adata.org or call 1-800- 949-4232 [voice/tty].
The information, materials, and/or technical assistance are intended solely as informal guidance, and are neither a determination of your legal rights or responsibilities under the Act, nor binding on any agency with enforcement responsibility under the ADA. The Burton Blatt Institute (BBI) at Syracuse University does not warrant the accuracy of any information contained herein. Any links to non-BBI information are provided as a courtesy. They are not intended to nor do they constitute an endorsement by the BBI of the linked materials.