Social media and the financial professional - Build Your Career; Build Your Brand(s)

Building Your Career;
Building Your Brand(s)

Social Media and the
Financial Professional
Presented to the Pennsylvania Institute of Certified Public Accountants by Ron Casalotti October 24, 2013

Social Networks –
A New Take On Old Tools

Ron Casalotti 10/24/2013

2

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.

Follow Me on Twitter:
@roncasalotti


Associate Director Social Media

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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

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Example of Social Media Guidelines


5

WHY GET INVOLVED IN SOCIAL MEDIA?

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


6

You Are a Brand
(Yes, You Are)


7

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

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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

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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


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Be Your Own Social Media Auditor
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


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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.

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.

•

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.

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.


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LinkedIn Profile Best Practices
Headline section
Outdated


13

Headline section
Optimized

Outdated

Professional
Headshot

Full Descriptive
Title

Contact
Info

Which would you rather do business with?

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Summary section – your „elevator pitch‟‟
Outdated
•

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.


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Summary section – your „elevator pitch‟
Outdated
•

•

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.

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

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Outdated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


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Work experience section
Outdated

Optimized

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

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

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LinkedIn Skills & Expertise Module
Outdated
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.


19

LinkedIn Skills & Expertise Module
Outdated

Optimized

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.


20

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)


21

Missing LinkedIn sections
Outdated

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

•

•

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
People like to do business with
appellation? Add it to this
people they like, and these
section
extra sections humanize you
• Associations: A member of
and elevate points of common
the AICPA, PICPA, CIMA or other
interest that may register with
professional associations?
potential clients
Add to this section
• Organizations: Do you
contribute your time to nonSections to add (if appropriate)
22
profit organizations or
belong to other appropriate

The Big 4 (No, not THAT Big 4)

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First Optimize; Then Leverage
1. Adjust your Privacy Settings.
2. Optimize your profile. - Must Haves:
1.
2.
3.
4.
5.

Picture (Professional headshot)
Headline: Descriptive Title (Not just your job title)
Add a Summary (your emp;oyer agnostic elevator pitch)
Current Position job details in Experience section
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)

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
Then: - Add Orgs / Boards / Certifications
- Join relevant groups/connect to companies‟ HR.

Three: Add the “Must Have‟s”

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

What About Other Social Networks?


26

o Google+

What About Other Social Networks?

• Twitter
• Slideshare
• Google+


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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

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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

32

Why Use Social Media for Job
Search?


33

Q&A
Q&A
Ron Casalotti
Up Next:
WORKSHOP:
Leveraging LinkedIn to Get a Job

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

34

Q&A

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

Tweeting from today‟s event? Use:

#PICPAsocial

35

Social Networking – Old School Style


36

Which External Social Networks
Should We Use:

Personal
Topic Sharing
Discussions
Subject Matter Expertise

Broadcast
Immediate
Alerts
Subject 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

Q

Job Seekers Mantra:
& A after me)
(repeat

LEVERAGE LINKEDIN


39

LIVE DEMO

Q
Live&
A

Let‟s quickly change this minimal
profile
Into an effective electronic billboard


40

Leveraging LinkedIn: Building
Subject Matter Expertise
•

Share Items of Interest You
Find Online As a Status
Update

•

Join Relevant LinkedIn
Groups and Share the Same
Items There
Comment and Share Items
Posted By Others

•


41

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


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INTERNAL USE ONLY

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


43

Job Opportunity Sources
LinkedIn Job Search

Q&A
•

Bonus benefit: Your (now optimized ) LinkedIn
profile is sent along with your application

Target Company Career Pages
Indeed.com or SimplyHired.com
The Ladders.com
PICPA and AICPA
Everyone You Know!


44

Finding a Job: Getting Noticed


45

You‟ve Got To Understand The Game
You THINK Your Application Is
Reviewed by a Sentient Being…

Not so much.. At Least at First


46

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

Q&A

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


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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 email address (Gmail works)


48

Head Games: A Decent Foreigner
Song – a Dangerous Job Search Pitfall
Bouncing Back from Job Loss: The 7 Habits
of Highly Effective Job Hunters

Q&A

By Margie Warrell

1. Stay future-focused
2. Don’t let your job status define you
3. Prioritize self-care
4. Surround yourself with positive people
5. Tap your network
6. Treat finding a job as a job
7. Extend kindness


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It‟s Simple: Adapt, Or Die

Don’t Be
This Guy


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Q&A
Q&A
Ron Casalotti

Next Up: Happy Hour!

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

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