Social Media and Workforce Development

Lorraine Faulds, Certified Workforce SpecialistIAWP International Website & Social Networking Chair

SC Chapter Communications Chair

June 2012

“Labor has a huge opportunity to truly engage the public

via social media…especially during a recession.”

Elizabeth D. Hochberg, LLM, Office of General Counsel

General Law Division

US General Services Administration

What is Social Media?

Web-based and mobile-based technologies which are used to

turn communication into interactive dialogue between

organizations, communities, and individuals.

The Rise of Social Media

Social media is the #1 activity on the Internet

66% of adults use social networking sites

89% of US companies used social networking for hiring in 2011

•45% always check out a candidates social media presence

•29% occasionally search

•94% said they have successfully hired someone through a social media

site

•Top platforms for recruiting are LinkedIn (78.3%), Facebook (54.6%), and

Twitter (42.0%)

•In 2012, companies are expected to use social media to recruit for over

80% of job openings.

88% of companies reported more exposure for their company by using social

media

72% said it improved traffic and subscribers

In 1998, 71% of 35-54 year olds read the Sunday newspaper. In 2011, it was

56%. (18-24 year olds went from 56% to 40%.)

20 Social Media Statistics

One in every nine people on Earth is on Facebook ( This number is calculated by dividing the planets

6.94 billion people by Facebook’s 750 million users)

Each Facebook user spends on average 15 hours and 33 minutes a month on the site

More than 2.5 million websites have integrated with Facebook

30 billion pieces of content is shared on Facebook each month

YouTube has 490 million unique users who visit every month (as of February 2011)

YouTube generates 92 billion page views per month (These YouTube stats don’t include videos viewed

on phones and embedded in websites)

Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)

Wikipedia hosts 17 million articles

Wikipedia authors total over 91,000 contributors

People upload 3,000 images to Flickr (the photo sharing social media site) every minute

Flickr hosts over 5 billion images

190 million average Tweets per day occur on Twitter (May 2011)

Twitter is handling 1.6 billion queries per day

Twitter is adding nearly 500,000 users a day

Google+ has more than 25 million users

Google+ was the fastest social network to reach 10 million users at 16 days (Twitter took 780 days and

Facebook 852 days)

Why social media should be a part of

workforce development

That’s where the customers are (jobseekers and employers)

Cheap!

Great accessibility (24/7/365, from anywhere)

You can find information and…

You can share information

Which helps to connect to each other

Through conversations (albeit electronic ones)

And facilitates working collaboratively

For job development!

STATE or

TERRITORY

FACEBOOK TWITTER LINKEDIN YOUTUBE OTHER

CA X X X

CO X X

DC X X Flickr, Tumbler

FL X X

GA X X X

IA X X X

ID X X X

IL X X X

MD X X

ME X

NC X

NE X X

NH X

NY X X X Flickr

OH X X X

OR X

PR X X X

SC X

SD X X X X

TX X X X

UT X X X Blogger

WA X

WI X X X Flickr

WV X X

WY X X X

25 states-

territories

22 22 3 11 3 Flickr, 1 Blogger

AK HI MI NJ TN 28 with none

AL IN MN NM VT

AZ KS MS ND VA

AR KY MO OK VI

CT LA MT PA

DE MA NV RI

Levels of Social Media(I apologize if the use of this bodily function offends you! )

In workforce terms…

I need a job.

I was laid-off today!

I am at a job fair in Albuquerque.

Why do I need a job?

Watch me do my elevator speech!

I’m good and have lots of experience.

Let’s get together and talk about our job search.

More than 120 million members worldwide, including executives

from every Fortune 500 company

Carnegie Mellon University reported that LinkedIn is more effective

as a job search tool than job boards or other more traditional

strategies

There are 1 million companies that maintain a LinkedIn company

page

Examples of LinkedIn Pages

A closer look…

BranchOut uses Facebook “friends” to expose jobseekers to a wide variety of

connections (FB claims 300 friends will expose you to 30,000 professional

connections)

As of April 2012, there were 25 million users

Adding 3 new users every second

40% join from a mobile device

70% of the US’s 149 million Facebook users log in daily

46% of US small businesses use social media in their media mix

If Facebook were a country, it would be the third largest in the world!

More people check Facebook every day than listen to radio or read a

newspaper.

U.S. Secretary of Labor Hilda L. Solis said:“Linking American job seekers with the resources they need to get back to work is a top priority of the Obama Administration and my department. By leveraging the power of the social web, this initiative will provide immediate, meaningful and ready-to-use information for job seekers and employers, and a modern platform to better connect them.”

www.facebook.com/departmentoflabor

Facebook, the U.S. Department of Labor, the National Association of Colleges and Employers (NACE), DirectEmployers Association (DE), and the National Association of State Workforce Agencies (NASWA) created the ‘Social Jobs Partnership.’ The partnership’s goal will be to facilitate employment for America’s jobless through the use of social networks.

US DOL + Facebook = Social Job Partnership

www.facebook.com/socialjobs

Examples of State Workforce Agency Facebook Pages

A closer look…

A closer look… (Branchout)

Twitter is a microblogging site that uses 140 characters (simple and

complex)

Americans spend 2 hours, 12 minutes per day on Twitter

62.1% of Twitter users are in the US

66.9% of iPhone users who use Twitter are in the US

Used by companies to announce job openings and share info about

their company

Used by job seekers to research job openings and company info

Examples of State Workforce Agency and Federal Facebook Pages

A closer look…

86% of online video watching in the US is done on YouTube (Hulu is #2

with 7%)

48 hours of video are uploaded every minute

Over 3 billion videos are viewed each day

Job seekers use it to upload 30-second elevator speeches about

themselves and longer videos featuring their skills/talents

Examples of State Workforce Agency and Federal Facebook Pages

A closer look…

http://www.youtube.com/watch?v=QSuy5qXcLV8

Applying for UI Benefits, CA EDD

Other Social Media Platforms

Digg and Reddit are social

news sites that vote up the

most interesting or

important pieces of content

on the site.

Foursquare is a location-based social

networking website for mobile devices,

such as smartphones. Users "check

in" at venues using a mobile website,

text messaging, or a device-specific

application by selecting from a list of

venues the application locates nearby.

Social Media on the Rise

Pinterest is a place to organize and share online images that you find interesting or inspiring and

continues to reinforce the trending growth of an increasingly visual social web. Pinterest has grown

4,000% in the last 6 months.

Tumblr is a multimedia rich microblogging platform that allows users to post text, images,

videos, links, quotes and audio to their short form blog. It is about ease of use. There has been

a 900% growth in the last 12 months.

Slideshare is the “YouTube of Presentations” and allows you to upload PowerPoint into globally

accessed slideshow and again is a highly visual social media platform. It flies below the radar

because it is more about business content and is the world’s largest professional content sharing

community. It has 500% more traffic from business owners than any other professional website

with 3 billion slide views per month.

Google+ integrates social services such as Google Profiles, and introduces new services identified

as Circles, Hangouts and Sparks. Google+ is available as a website and on mobile devices.

Sources such as The New York Times have declared it Google's biggest attempt to rival the social

network Facebook.

Mobility is vital!

More than 250 million people access Facebook through their mobile devices

People on Facebook install 20 million “Apps” every day

The push toward mobility in the public sector will center on content and devices for the workforce

and citizen services. (Source: Federal Computer Week)

As mobility rises, social media on the federal level will take a turning point in 2012, moving from

an experimental level to systematic information dissemination and gathering. (Source: Federal

Computer Week)

Over 70% of the worlds population now has a mobile phone.

In the US, 9 in 10 people has a mobile phone.

85% of kids own a mobile phone compared to 73% who own books

From March 2010 to September 2011, there was a 263% growth in branded apps.

Objections of WF agencies to using Social Media:

We have no money in the budget.

We don’t have enough staff.

No one understands it.

Who’s going to respond to us?

Taxpayers will go nuts if they see employees “playing” with this!

What if confidential stuff is leaked?

We can’t control it.

•People will say awful things.

•Everyone will see those awful things.

•Who’s liable for what they say?

Rebuttal to Objections to using Social Media:

We have no money in the budget. Low cost/no cost platforms.

We don’t have enough staff. Does not take too much time after set-up.

No one understands it. Online training available.

Who’s going to respond to us? Any customers who care!

Taxpayers will go nuts if they see employees “playing” with this! Defend with

numbers!

What if confidential stuff is leaked? Have a policy in place to avoid release.

We can’t control it. Yes, you can with privacy controls and permissions.

•People will say awful things. Yes, they will! And they’ll say GOOD things!

•Everyone will see those awful things. Yes, they will and you can show

how you are able to “fix” things.

•Who’s liable for what they say? They are! You are responsible for the

reaction.

Time Estimates for Social Media

Benefits of Using Social Media

Extends the reach of information and makes it more engaging (videos)

Expands public participation

Provides exposure to younger customers

Provides for immediate response

Allows staff to do more with less

Provides free PR

Creates community

Builds trust

Easy customer feedback and service (72% of consumers trust online

reviews as much as personal recommendations!)

“Today, One-Stop Career Center job seekers and staff need access

to [social media] tools in order to use them for job search.

Blocking these sites is a liability for job seekers unskilled in their

use and a detriment to their ability to learn to use and take

advantage of these sites.

Further, as the U.S. Department of Labor (USDOL) begins using

these sites for national efforts, it is important that One-Stop Career

Center personnel be in a position to understand their utility and

access them as well.”

Michele Martin, Savannah Barnett, and Rob C. Sewell

John J. Heldrich Center for Workforce Development

Rutgers University

Social Media for One-Stop Career Center Frontline Staff: Supporting Job Search and Improving Customer

Services

Linking Social Media to Real Business

“Social media is revolutionizing the way your customers,

your suppliers, your competitors, and your employees

conduct business. As important as social media has

become, you can’t afford to ignore it. Success in social

media is more that creating a Facebook page or Twitter

account. Success comes from linking social media back to

real business objectives and delivering solid results.”

The Institute for Social Media, Cincinnati State College

IAWP’s Social Media Presence

www.facebook.com/iawp1?sk=wall

http://www.linkedin.com/groups/International-Association-Workforce-Professionals-2241767/about

And the other side of the coin…

www.anti-socnet.com“Anti-socnet.com is

committed to

providing some

interesting and useful

information on the

web social networks,

growing every day.

It's a great place to

realize what really

those networks do

and what they goals

are in our present

world/life.

At our site, we are

trying to accumulate

some news and

discussions on above

mentioned subjects

and improving/freeing

society.”

CONTACT ME:

Lorraine Faulds, CWSIAWP Website & Social Networking Chair

SC Chapter Communications Chair

lfaulds@dew.sc.gov

lfaulds@sc.rr.com

803-737-2714