social media and the financial professional - build your career; build your brand(s)

Social Media and the Financial Professional

Building Your Career;

Building Your Brand(s)

Presented to the Pennsylvania Institute of Certified Public Accountants by Ron Casalotti October 24, 2013

Ron Casalotti 10/24/2013 2

Social Networks – A New Take On Old Tools


Hi, I’m Ron

A social media professional since 1997, curated communities for 10 years on AOL in Community and Social Messaging; led the B2B user participation effort at BusinessWeek; spearheaded social media from the PR/Communications department at Bloomberg L.P; and currently champion social media at KPMG LLP from Digital Marketing for both firm and partner business development.

All thoughts expressed on social media sites, and in this presentation, are my own and not necessarily those of my employer.

Associate Director Social Media

Follow Me on Twitter: @roncasalotti


SOCIAL MEDIA AND THE FINANCIAL PROFESSIONAL: BUILDING YOUR CAREER; BUILDING YOUR BRAND(S)

• Why Get Involved in social media?

• LinkedIn – The Top Social Network for Career Advancement

• What about the other social networks?

• Q&A

• Workshop – Using Social, Let’s Find a Job!

Tweeting from today’s event? Use:

#PICPAsocial


Example of Social Media Guidelines


BECAUSE THAT’S WHERE COMPANIES ARE LOOKING FOR (SOMEONE LIKE) YOU

WHY GET INVOLVED IN SOCIAL MEDIA?


You Are a Brand (Yes, You Are)


Let’s Review the Elements of a Brand

• Name • Coca Cola• Logo

• Slogan• Coming Together• Differentiation• #1 Brand in the U.S. (Diet Coke #2)• Consistency• Consistent across all media


The Elements Of A Personal Online Brand – The Same

• Name • Ron Casalotti• Logo = Image

• Slogan = Headline• Social Media Professional – Providing leadership

and guidance for business organizations • Differentiation = Summary• A social media professional since 1997… • Consistency = The Same• Consistent across all SOCIAL media


Reality, What a Concept -- Robin Williams

Like it or not, there’s one social media formula you must always keep in mind:

Perception = Reality = Reputation


How you are perceived online is how you will be judged.

• “Google” Yourself (quarterly)• Review Your Social Media Activity

– Use a Third Party Social Network Monitor• Ex. Reppler

• Leverage Social Media To Build Your Brand

Be Your Own Social Media Auditor

http://www.reppler.com/


Why LinkedIn?• LinkedIn is just a place for résumés

right? Well, yes and no. Over the past ten years, LinkedIn has morphed from a job-search tool – an electronic repository of résumés and CVs – to a fully realized business networking, lead generation, brand building, thought leadership promoting, personal online reputation enhancing professional network. But it’s still essential for job search.

• So, it’s a business intelligence tool?Yes. While still an effective way of connecting talent with opportunities, professionals from all ranks involved in B2C and B2B, SMB and large and mid-capitalized companies, and sole proprietors and entrepreneurs have found value in the cumulative knowledge and networked resources and search features LinkedIn provides.

• Why should I care?LinkedIn is the recognized “professional network” online and it’s where people find out about – you. Simply put, LinkedIn has so much Google page-rank value, that if you do a Google search on the first and last name of anyone who has a LinkedIn profile, no matter how minimal, it will be the in top 1-2 results returned by a Google search. Try it yourself.

• What does that mean? It means that if someone gets your name and they look you up on Google their first impression of you will (likely) be your LinkedIn profile. Reason enough for it to be optimized.


LinkedIn Profile Best Practices Headline section

Outdated


LinkedIn Profile Best Practices Headline section

Optimized

Contact Info

Full Descriptive Title

Which would you rather do business with?

Professional Headshot

Outdated


LinkedIn Profile Best Practices Summary section – your ‘elevator pitch’’

• For Many Professionals this section does not yet exist.

• Added to LinkedIn in early 2012, existing profiles lack the Summary section -- 100-200 words describing you as a professional, with experience and skills indicating your subject matter expertise – regardless of employer.

Outdated


Optimized

Here is an effective Summary section. Note the listing of skills in the last sentence. This is critical for Search Engine Optimization

Skills and expertise earned throughout your career

Specialties listed as key words

LinkedIn Profile Best Practices Summary section – your ‘elevator pitch’

• For Many Professionals this section does not yet exist.

• Added to LinkedIn in early 2012, existing profiles lack the Summary section -- 100-200 words describing you as a professional, with experience and skills indicating your subject matter expertise – regardless of employer.

Outdated


Outdated

LinkedIn Profile Best Practices Work experience section

The example below lacks detail that would display what this partner has accomplished and is currently responsible for at his current employer.


Optimized

This optimized experience section allows the reader to see at a glance the role the you play (or played) within your company.

LinkedIn Profile Best Practices Work experience section

Full, Descriptive Title

Detailed Job Description

Which is better for potential employers to see if you are the right candidate to contact for their opening?

Outdated

The example below lacks detail that would display what this partner has accomplished and is currently responsible for at his current employer.


Outdated

LinkedIn Profile Best Practices LinkedIn Skills & Expertise Module

This new section, added by LinkedIn in August of 2012, is often missing from older LinkedIn profiles. These “endorsements” of your skills – some self-identified, others added by your connections – do not carry much weight, but they are an indication how others view your professional skills and appeal to the quid-pro-quo nature of social netowrking.


Outdated

LinkedIn Profile Best Practices LinkedIn Skills & Expertise Module

This new section, added by LinkedIn in August of 2012, is often missing from older LinkedIn profiles. These “endorsements” of your skills – some self-identified, others added by your connections – do not carry much weight, but they are an indication how others view your professional skills and appeal to the quid-pro-quo nature of social netowrking.

Optimized


LinkedIn Profile Best PracticesMissing LinkedIn sections

• Many LinkedIn Profiles lack the optional sections that help describe you as both a professional, and a human being.

• People like to do business with people they like, and these extra sections humanize you and elevate points of common interest that may register with potential clients

• Sections to add (if appropriate)

Outdated


Optimized

• Publications: You can add links to items you authored – or co-authored – and link to the web page where they can be found

• Certifications: Are you a Certified or Chartered Accountant or other official appellation? Add it to this section

• Associations: A member of the AICPA, PICPA, CIMA or other professional associations? Add to this section

• Organizations: Do you contribute your time to non-profit organizations or belong to other appropriate social or service organizations? Add here

LinkedIn Profile Best Practices Missing LinkedIn sections

Outdated

• Many LinkedIn Profiles lack the optional sections that help describe you as both a professional, and a human being.

• People like to do business with people they like, and these extra sections humanize you and elevate points of common interest that may register with potential clients

• Sections to add (if appropriate)

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The Big 4 (No, not THAT Big 4)

Ron Casalotti 10/24/2013

First Optimize; Then Leverage1. Adjust your Privacy Settings.

2. Optimize your profile. - Must Haves:1. Picture (Professional headshot)2. Headline: Descriptive Title (Not just your job title) 3. Add a Summary (your emp;oyer agnostic elevator pitch)4. Current Position job details in Experience section5. Add 10 Skills/Expertise items to Summary and Skills module

3. Become comfortable with the website (or free app). 1. Visit once a week, minimum. 2. Scroll the Home feed. Look/listen. Click around.3. Add content as an update (promote your interests/subject

matter expertise)

4. Communicate when you connect.1. Personalize every invitation, they’re accepted more often.

More on how to leverage in the Workshop

LinkedIn 101: Everything On One Slide• LinkedIn = Social Media Social Business. • LinkedIn connects you to people, industries,

topics relevant to your career goals.• Fact: Employers are looking at you.

Own your brand. How do you look to them? Are you hurting your chances by not being where they are or looking out of touch or out of date?

• A.B.C. - Always Be Connecting.It’s business, not a best friends club. You never know who’ll have a lead or for you.

• Share Your Story: You’re not a bullet list.Profile “Must Have’s”:

- Picture- Summary - Relevant/Current Experience- Skills / Expertise(List 10+ things, areas, service facets, keywords you know and do)

Then: - Add Orgs / Boards / Certifications- Join relevant groups/connect to companies’

HR.

This moment is your “why”

Ok.. Go! (10 minutes / week...)

Step One: Take a deep breath. Step Two: Go to Settings > Privacy Controls > Click “Turn Activity Broadcast Off” Top right of screen under your name and first option in middle. Why? Now no one will see your edits or updates. Feel free to click around and get comfortable updating.Turn “Activity Broadcast On” when done Step Three: Add the “Must Have’s”

Step Four+: Be social. Connect. Listen. Share!


What About Other Social Networks?


• Twitter

• Slideshare

• Google+

o Google+

What About Other Social Networks?

Twitter: A “one to many” broadcast system

• Your microphone to the world…• Announce news• Share others’ updates on your

subject matters of interest• Share your thought leadership• Solicit opinion• Show appreciation

• Short form communication – 140 characters TOTAL (we suggest less)

Twitter: Follow Key Influencers via Twitter’s one-way connection

• Identify people that matter• Find HR/Talent Acquisition

professionals at target employers• Follow their Twitter handle• React to their postings with your POV• Respond via @Messaging (i.e.

@roncasalotti)• Retweet (relay to your followers) their

postings• See who they follow and follow key

users• Do not automatically follow those who

follow you

Twitter: Best Practices

• Tweet things of interest -- a mix of professional and personal

• If you have one, include a link for others to click to “find out more”

• Use a link shortener rather than posting the full link to save space for your message (ex. goo.gl)

• Forget 140 characters – aim for 120 (including link) to allow others to retweet with comment

• Always follow social media good conduct standards (self-edit)

• Include a personal disclaimer• Keep current – 2-3 times/week


Slideshare & Google+

Slideshare (www.slideshare.net)

• Typically used to publish PowerPoint and PDF presentations

• But, can also be used to post a copy of your CV/resume

Google+ (https://plus.google.com/)

• If you have a Google account (i.e., gMail) you have a Google+ page

• So, fill out your profile there and post the same updates you put on Twitter and LinkedIn

http://www.slideshare.net/

https://plus.google.com/


Why Go Through All of This, Is It Really Worth It?

Yes. One of the intrinsic “hooks” of social media is that people bond with others who possess similar interests – the “people like me” principle.

• Exposure: Going to where “people like me” already are online allows you to expose your thought leadership and subject matter knowledge to a new audience of potential connections

• Engagement: Your participation, adding new content, sharing and commenting on content posted by others, often leads to an online discussion or, on LinkedIn, a request to “connect”

• Connection: A LinkedIn connection forms a bond (albeit classified as “weak”) that also shares contact info between the connected parties.

• Conversion: Making that online connection, establishing an initial relationship based upon similar interests in a business

oriented topic and sharing contact info is also known as…

… A Business (or Job) Lead


Why Use Social Media for Job Search?

34

Q & ARon Casalotti

Associate Director Social Media for KPMG LLP. All thoughts expressed in this presentation or in person are my own and not necessarily those of my employer.

Let’s Connect!

LinkedIn: http://www.linkedin.com/in/roncasalotti/ Twitter: @roncasalotti or http://twitter.com/roncasalotti

Q&AUp Next: WORKSHOP: Leveraging LinkedIn to Get a Job


35

Q & A


WORKSHOP:Using Social, Let’s Find a Job!

Tweeting from today’s event? Use:

#PICPAsocial


Social Networking – Old School Style

Which External Social Networks Should We Use:

PersonalTopic SharingDiscussionsSubject Matter Expertise

BroadcastImmediateAlertsSubject Matter Expertise

LinkedIn - Check Out Your Profile -- If You Don’t.. Well, They Already Did

Fact: Before they meet you, call you, consider you, open up to you –

they check *you* out (online)

How? Via Google or LinkedIn it’s the same!So, your profile must be optimized

39

Q & A


Job Seekers Mantra: (repeat after me)

LEVERAGE LINKEDIN

40

Q Live& A


LIVE DEMO

Let’s quickly change this minimal profile

Into an effective electronic billboard

http://www.linkedin.com/profile/view?id=220028152

41Ron Casalotti 10/24/2013

Leveraging LinkedIn: Building Subject Matter Expertise

• Share Items of Interest You Find Online As a Status Update

• Comment and Share Items Posted By Others

• Join Relevant LinkedIn Groups and Share the Same Items There


Quick Guide: Updating Your

LinkedIn Status With a TL Item:

INTERNAL USE ONLY


Quick Guide: Updating Your LinkedIn Groups With a TL Item:

44

Q & A


Job Opportunity Sources

LinkedIn Job Search• Bonus benefit: Your (now optimized ) LinkedIn

profile is sent along with your application

The Ladders.com

Target Company Career Pages

Everyone You Know!

PICPA and AICPA

Indeed.com or SimplyHired.com

http://www.linkedin.com/job/home?trk=nav_responsive_sub_nav_jobs

https://www.theladders.com/

http://www.picpa.org/Content/Resources/CareerCenter.aspx

http://www.aicpa.org/Career/JobBoards/Pages/JobBoards.aspx

http://www.indeed.com/

http://www.simplyhired.com/


Finding a Job: Getting Noticed

46Ron Casalotti 10/24/2013

You’ve Got To Understand The Game

You THINK Your Application Is Reviewed by a Sentient Being…

Not so much.. At Least at First

47

Q & A


Approach The Process As a Series of Individual Challenges – Customized For Each Job

Beat the Machine – Give the ATS (Taleo, Kenexa, etc.) What It’s Looking For In Terms of Keywords. Goal: Get passed along to the Talent Acquirer

Give Good Phone – Practice Impressing the Talent Acquirer To Acquire the Target. Goal: Get passed along to the Hiring Manager

Wow the Decision Maker(s) – Everything matters in face-to-face interviews. Be prepared! Goal: Get a job offer


Do I Still Need a Résumé?

• Yes, you do, for uploading to the company’s ATS to accompany your application and to have available at interviews

• Customize the top two sections (circled) to match each job

• MS-Word doc format best

• IMPORTANT: Use a neutral, job appropriate e-mail address (Gmail works)

49

Q & A


Head Games: A Decent Foreigner Song – a Dangerous Job Search Pitfall

1. Stay future-focused2. Don’t let your job status define you3. Prioritize self-care4. Surround yourself with positive people5. Tap your network6. Treat finding a job as a job7. Extend kindness

Bouncing Back from Job Loss: The 7 Habits of Highly Effective Job HuntersBy Margie Warrell

http://blogs.forbes.com/people/margiewarrell/

http://blogs.forbes.com/people/margiewarrell/


It’s Simple: Adapt, Or Die

Don’t Be This Guy

51

Q & ARon Casalotti

Associate Director Social Media for KPMG LLP. All thoughts expressed in this presentation or in person are my own and not necessarily those of my employer.

Let’s Connect!

LinkedIn: http://www.linkedin.com/in/roncasalotti/ Twitter: @roncasalotti or http://twitter.com/roncasalotti

Q&A

Next Up: Happy Hour!


social media and the financial professional - build your career; build your brand(s)

Social Media

existing profiles

subject matter

extra sections

older linkedin

practices

aron casalotti

social media

expertise