How Social Entrepreneurship Can Level Up Your Success
Social entrepreneurship isn't just a stance or a thought process that "greener" or more
"new age" organizations employ. It is now essential to the success of any business.
The platform and change that a company makes in the world affect how its
customers, investors and media see it. Ultimately this translates to where they spend
their money, time and attention on social media.
Related: How to Become a Successful Social Entrepreneur
What exactly is social entrepreneurship?
The Center for the Advancement of Social Entrepreneurship (CASE) at Duke
University defines social entrepreneurship as recognizing and resourcefully pursuing
opportunities that create social value and crafting innovative approaches that address
critical social needs.
Those who are social entrepreneurs are resourceful and innovative. They utilize
thinking in both the nonprofit and business sectors to maximize their impact on the
world around them. Social entrepreneurship can operate in organizations of any size
or profit.

What enables it to make business more successful
The global business world was long dominated by those solely vested in economic
success, sometimes with very little regard for the effect it may have on the
environment and the health and well-being of the community. Within the past several
years, there has been a shift in the dynamic of what customers and global citizens are
willing to accept as status quo and where they will spend their time and hard-earned
money. This is what makes social entrepreneurs so crucial in today's world.
Related: Social Entrepreneurship Has A Key Role To Play Enabling Our Business
Ecosystem's Recovery After COVID-19
How can I use it myself?
Effectively using social entrepreneurship does not have to be complicated. It is about
finding a clear message and cause and then staying committed to the actions you
have decided to take. This will be personal to the mission and goal of the organization
you are running.
Below are four steps that you can take to create a social purpose for your brand, as
Adobe's Erika Lenkert details.
1. Choose what change you want to make in the world

There are countless needs and social issues that need to be addressed in our world.
To be a successful step for your business, you want to choose one that is relevant to
your customers and connects your brand's history to its products and services in a
way that can accomplish lasting change.
Choosing the right social issue and path to make significant progress will substantially
affect your company or brand's image with customers, media and the segment you
operate in.
2. Tell the world what you want to accomplish
Once you have decided on the social issue to be tackled, it is time to make a public
statement of your social purpose that customers, investors and the industry can easily
understand as your mission statement moving forward.
Your social purpose statement will help you stay true to the vision you have set
whenever new social initiatives and business endeavors are pitched. The statement
must be one that you can easily articulate and explain whenever asked.
3. Show the world how you're going to do it
Now that you've talked the talk, it's time to walk the walk. Once you set your social
purpose statement, you will need to design action plans with specific steps on how

you are going to achieve the goals. If you want to donate funds to developing
countries, then plan how you will raise those funds and where they will be distributed.
Maybe you are committed to more environmentally conscious business practices. If
so, make a plan for how you will initiate paperless processes and energy-saving
initiatives into your organization.
4. Use your goals to build the brand message the world sees online and in-person
Being successful as a social entrepreneur involves being able to weave your
initiatives and activism into the brand story you have created for yourself and your
business. You want to demonstrate to your customers and investors your values and
the actual efforts, not just the planned efforts that are underway. As people become
more aware of your social stance, the social purpose statement will become ingrained
with your name and business.
To succeed in a world with citizens who look not just at what you sell but what you
stand for, you must always create positive change in the community⁠— locally and
globally.
The actual key to successfully and effectively using social entrepreneurship in your
business is to make sure your purpose ties deeply into what you are passionate
about. It will give you a fire to go and make the kind of changes that change the world.

Related: It Is Time To Celebrate Our True Social Heroes
Copyright 2022 Entrepreneur.com Inc., All rights reserved
This article originally appeared on entrepreneur.com
02
6 tips for easier social media execution
For credit unions to run successful social media accounts, there must be a balance
between using them for branding and as a source of revenue.
“Sales shouldn’t be the sole focus of social media,” says Katie Rammer, marketing
coordinator at $566.3 million asset Kohler Credit Union in Sheboygan, Wis. “Your
social media presence should be built around storytelling—of your credit union, your
members, and your community. By sharing your story on social media, your followers
will find content that’s relevant to them and that shares their values, they’ll engage,
and, when they need financial services, they’ll turn to you.”

Janelle Herrera, vice president of marketing and business development at $362.2
million asset On Tap Credit Union in Golden, Colo., agrees, adding that social media
coordinators should test out a variety of platforms and types of content.
“Jump in,” she says, speaking alongside Rammer at the CUNA Marketing & Business
Development Council Conference Thursday in Los Angeles. “Don’t be afraid try
things. You’re never going to learn unless you try it.”
continue reading »
03
Social media has changed the workforce forever. Here’s what’s
next for your business
Social media is no longer just a personal matter. It’s a professional one, too.
Nearly 3.5 billion people worldwide use some type of social media, according to a
survey conducted by advertising company Monster. And yet for years, there was no
place for it within the confines of the average 9-to-5 gig. But with every new wave of
employees and the acceleration of digital workspaces, that’s changed — and will
continue to evolve.

“When social media first started, it was a way for people to connect, then it evolved to
become a source of information and news,” says Anna Bersudsky, chief product
officer at social recruiting software company CareerArc. “Now, it's becoming a way to
tell stories and share more about what's going on and who we are as people and as
companies.”
Sharing those stories on LinkedIn has been the norm for employers and employees
alike since 2003, and the platform has gained prominence in recent years as the de
facto job-search destination. But now, Twitter, Instagram and TikTok have infiltrated
the working world with increasing speed, and are contributing to the so-called "Great
Realization" more than employers may have anticipated.
Read More: TikTok for work? How social media is changing the workplace
“Folks — especially Gen Z and millennials — looking for work are looking for
authenticity in whatever they're seeking,” says Debora Roland, vice president of
human resources at CareerArc. “And social media is a good way to storytell and
share that authenticity.”
According to Glassdoor, 65% of job seekers claim they would be open to hearing
about a new job opportunity if they were informed about it by a personal connection in
their social network, and 79% are already primarily using social media in their job
search.

“The ability to have these variables for your next career or your next job search and
being able to find a company that fits them has made [recruiting] much more
effective,” says Bersudsky. “Much more effective than it was even a decade ago.”
Employers are getting in on the social-media action, too. Over 84% of organizations
are actively recruiting via social media, according to SHRM, with another 9% planning
to do so. And it’s working: 70% of managers said they have had success hiring
candidates through social media.
“What we're seeing employers start to do now is understand the data,” says Casey
Welch, CEO of job search company Tallo. “Let's understand how employees want to
behave, let's understand how they want to communicate. It's a great way to get data
and insights, like what are their biggest concerns? How are we perceived as a
brand?”
Read More: For better or worse, technology is here to stay
And it’s not just their own brand that businesses are concerned about. Seventy
percent of employers believe that every company should screen potential candidates’
social media profiles when considering them for a job opportunity, according to a 2020
Harris poll. The same survey also found that 21% of hiring decision-makers said they
are not likely to consider a candidate without a social media presence.

With the pandemic driving employees home — 2021 saw an 87% increase in remote
work, according to Upwork’s Future of Workforce Pulse Report — recruiting has
evolved to fit that new normal.
“Now that we're in a hybrid remote world,” says Taylor Roa, director of talent at video
marketing software company Wistia, “your online presence may be more important
than your physical presence.”
But employees’ online presence is no longer confined to traditional networking
platforms, and for employers who are stuck in their ways, they may soon find that
LinkedIn is no longer enough. Especially as newer generations that were raised on
social media begin to dominate the workforce, companies will need to meet them
where they are to build authentic connections with prospective talent.
“For companies that aren't already using Twitter to source candidates, it's a great
place to start to do that because there are people that use Twitter for everything that
they need,” Bersudsky says. “Then we start seeing video content becoming more and
more important for sharing information and for storytelling, so TikTok, in its virality, is
the next exciting thing to look into for social media [in the workplace.]”
Read More: Gen Z has embraced TikTok Resumes. What about everyone else?

Quantity doesn’t necessarily mean quantity, she says. It’s not just about posting job
listings and opportunities on multiple platforms; it's about posting quality content in
places there will be an audience to engage with it. Considering the audience and
objective of each post can help maximize reach and even help companies boost their
DEI efforts.
“We've seen a lot of use of Twitter, particularly for underrepresented groups, to
network and share job posts,” Roa says. “We've seen a lot of success from folks
putting job posts out in ‘Black Twitter,’ and we even work with a job board called Black
Tech Pipeline which was born from a Twitter post.”
As employers get comfortable with new opportunities created by social media, it's
important to remember that these platforms are a two-way conversation, Welch says.
As much as you’re looking at prospective employees’ accounts, they’re paying
attention to your moves, too.
“It's that balance to understand your people and how they want [to engage with social
media],” he says. “Understand which platforms they’re on, why they’re on it, and what
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