using the power of social media to attract talented workers...

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 BusinessYour 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.



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ADA National Network Centers

1-800-949-4232 [voice/tty]adata.org

Using the Power of Social Media to Attract Talented Workers with Disabilities Webinar Handout 03/21/13



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.



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




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!



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



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




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



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/



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




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.



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.



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.




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



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



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




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.



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



21Mobility49 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




22IntegrationFacebook 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



23Integration (cont.)



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.




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



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.



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




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)



29Recuit 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)



30Recuit 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




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.



32Pinterest & Recuiting 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



33Debra Ruh’s Pinterest




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)



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…



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.




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



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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Open Discussion & Questions




40Resources

USBLN – Business Leadership Networkwww.usbln.org/

Southeast ADA Centeradasoutheast.org

Southeast TACE Region IVtacesoutheast.org

Ruh Globalwww.RuhGlobal.comBurton Blatt Institutebbi.syr.edu

ADA National Networkadata.org



41Contact Information

Debra Ruh, CEO and FounderRuh Global

[email protected]

Follow on: Twitter, Linked-In, Facebook, Pinterest, Tumblr @debraruh



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THANK YOU!




43Sponsors of Webinar Series

Burton Blatt Institute – SoutheastA partnership of the Southeast ADA Center and Southeast TACE Region IV

ADA National Network



44Education Credits

By April 5, 2013

CEU Credit - (0.1)Approved by the University College at Syracuse

University By April 5, 2012, participants must Login into

their Webinar Account & Complete the CEU Request.

CEU Requirement Detailsadasoutheast.org/webinars/edcredit.php

Login to Webinar Account:adasoutheast.org/webinars/myportal.php



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Questions or Help Contact Us:

The Webinar Series for Business is hosted by the Burton Blatt Institute (BBI) - Southeast, a partnership between the Southeast ADA Center and Southeast TACE Region IV.

Phone:Southeast ADA (404) 541-9001 [voice/tty]Southeast TACE (866) 518-7750 [voice/tty]

Email:[email protected]@law.syr.edu

Web:TACEsoutheast.orgADAsoutheast.org

Office Hours:Monday - Friday, 9:00 a.m. to 5:00 p.m. [Eastern Time]




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 BurtonBlatt 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 tonor do they constitute an endorsement by the BBI of the linked materials.


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