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MonsterImagine you’re a publisher with one or maybe two job boards in your portfolio. How do you respond to the way recruiters shift their budget to social media? Do you decrease your prices and wait until this social media hype is over? Or do you integrate Twitter, LinkedIn and Facebook in your strategy?

Not an easy assignment for media titles that make money out of selling job ads and subscriptions to their resume databases. According to an article in the Wall Street Journal, 80% of the recruiters say they are going to use employee referrals and Facebook and LinkedIn instead of spending the money on ads on job boards. And according to my own little research, 48% of the recruiters in the Netherlands say they’re going to cut the budget for job boards this year. No wonder, some job boards therefore consider social media as their biggest threat.

Monster’s social media strategy
On the 22nd social media breakfast, Kathy O’Reilly, Director of Social Media Relations at Monster, explained how the company embraces social media and sees it as an opportunity. She shared some great insights on how Monster is incorporating social media in its day-to-day operations.

First of all, Monster calls itself a powerful job matching engine instead of just a job board. Their social media objective is to increase traffic by engaging with users through Twitter (@monsterww) and Facebook, plus giving them career advise (@monstercareer). Not just by pushing job vacancies to their fans or followers, also by helping out job seekers and employers who experience difficulties using their online services. Like many other companies, Monster integrates social media into their customer service strategy.

Not a vacuum
So who is responsible for these social media activities? According to O’Reilly social media shouldn’t exist in a vacuum. Therefore the social media team is part of the Marketing & Communication department. It exists out of 4 people. In addition they appointed some members in other departments. How she knew who to pick? Simple, a questionnaire was spread internally, which researched the level of engagement on social media of the employees. Those who already interact with audiences on Facebook or Twitter in a responsible and genuine manner, are well on their way to become ambassadors anyway. Why not make them part of the team? Monster is even thinking about certifying certain employees as official ambassadors.

Learn them how to drive
To make sure everybody is on the same page, Monster took the IBM social media guidelines as an example. They organize toast & tweet masters in order to talk about the do’s and don’ts. They give each other tips about what blogs to read, like Mashable, Social Media Today or Social Media Explorer for example. However, you do need one core group within the organization who enables these learning processes. In other words, somebody needs to give them the key so they can learn how to drive.

For my Dutch readers: Lauri Koop, VP eCommerce Europe at Monster Worldwide also explains the way Monsterboard integrates social media on Marketingfacts.

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Before I left Amsterdam, I had lunch with an former colleague, Michael Minneboo. Out of the blue he asked me if he could interview me about my blog and what it was about. Since it was only five days before our departure to Boston, I wasn’t really prepared for this question. However, Michael managed to make this video out of it. Well done, Michael!

I almost forgot, one of my main questions at that time was whether organisations in Boston integrate social media more easily in their business strategies or not.

My first impression
After three months, I have noticed that I could visit events, meetups or seminars where marketeers, community managers, PR and other communication professionals get together on a weekly basis, if I wanted to. Discussing social media strategies, sharing best practices or other valuable information.

In addition, all restaurants and cafés have a Twitter handle, a Facebook page and provide special offers on Foursquare. Hospitals use social networking tools to inform patients. Social media policies are integrated in introduction programs for employees. An incubator like MIT turns Cambridge into a breeding place for innovative start-ups like no university in the Netherlands is capable of. (I sincerely hope the TU in Eindhoven is, one day). Start-ups and communication agencies all seem to have a blog, which is regularly updated and not only by the junior PR executive. And the entire team, including the CEO, is engaging with audiences on Twitter.

On the other hand,  most corporations still struggle with transparency. 25% of the companies ban social media at work, compared to only 8 % in the Netherlands…

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Wednesday (2/2 2011) David Meerman Scott, author of the book Real-time Marketing & PR, gave a guest lecture in the Morse Auditorium of BU. One of the returning topics was that this generation of young professionals need to become change agents within many companies.

If your boss does not want to invest in real-time communication, you have three options:

1. Become a change agent
2. Collect your paycheck and be happy you’re employed
3. Quit your job

Check the video below for the explanation given during the lecture.

Go to 4:13 for the information on change agents

Personally, I went through stage 1, got disappointed and moved to phase 2. Soon, I started to look for another job, so finally I ended up in number 3. And guess what, I was hired for my next job, because I read and write blogposts gave workshops on social media and had built a valuable network through Twitter and LinkedIn.

So if you’re a change agent yourself, do not give up nor start doubting yourself. David Meerman Scott proved as well that the stock prices of companies who do engage with their public on social networks, are higher then those who don’t.

That’s why Scott (or @dmscott on twitter) advises young jobseekers to be sure to ask one question in a job interview:

‘ Do you ban social media at work?’

If the answer is yes – according to Scott, this still is the case at 25% of all companies – get up and end the interview. Otherwise, Scott explains, you simply can’t do your job.

Note for my Dutch readers:
David Meerman Scott will speak at The Growth Summit Europe, May the 18th, Nyenrode Business University

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Vanaf maart 2010 werk ik als copywriter en PR verantwoordelijke voor Co Unlimited. Een functie waarin ik mijn ervaring als (web)redacteur bij Intermediair kan combineren met mijn kennis van PR.

Dat er reclamebureaus bestaan die zich specifiek richten op arbeidsmarktcommunicatie (AMC) weet niet elke recruiter. Laat staan dat oprichters van midden- en kleinbedrijven met AMC bekend zijn. Daarom even een korte uitleg.

Waarom AMC?
Eigenlijk is het namelijk heel simpel.  Nike, Coca Cola of Apple hebben jarenlang gewerkt aan een sterk merk op de consumentenmarkt. Hetzelfde geldt voor merken op de arbeidsmarkt. Op de lijstjes van pas afgestudeerde hoogopgeleiden prijken vaak namen als Ahold, Heineken en tegenwoordig ook Deloitte. Ooit nagedacht over hoe dat nu zou komen?

Anderzijds weten we allemaal dat binnenkort de grote uittocht van babyboomers gaat beginnen.  (more…)

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Laatst kwam ik onderstaande infographic tegen. Een geweldige manier om uit te leggen dat elke Twitteraar een aanlooptijd nodig heeft om het medium optimaal te leren gebruiken.

In welke twitterfase zit jij?

In fase 1 sta je nog sceptisch tegenover Twitter. Je vraagt je af waarom mensen zoveel tijd aan Twitter besteden. En eigenlijk zie je het als tijdverspilling.

In fase 2 kun je je nieuwsgierigheid niet bedwingen. Waarom is nog niet iedereen massaal afgehaakt? Zelfs op tv wordt het medium nu al gebruikt! Je zoekt in je mailbox je twitternaam weer eens op en logt weer in. Maar eens kijken wat er gebeurt als je iets roept. Bijvoorbeeld over je lunch, want dat doet toch iedereen? (more…)

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