Making Good Use of Social Networking
Post by
Mark Kaefer | January 29th, 2009
Earlier in the month, I hosted a presentation at Experience’s client conference that focused on the so-called “Net Kids.” I discussed common Gen Y traits (namely their comfort with technology) and Web 2.0 media, and why combined they all matter in setting effective career services strategy. Citing the Experience Online Usage Survey we ran late last year, I suggested in my presentation there’s a clear opportunity for social networks– a key Web 2.0 component — to make a serious impact on those of us who live and breathe all things Gen Y careers, not to mention the candidates themselves.
Love it or hate it, social networking is here to stay. The biggest player by far is Facebook, of course, with its 130 million (and growing) active users. Half of these active users access it at least once every day.
In our survey (which I detailed last month in “What’s The Use”), respondents were asked to check off a list of the social networking sites they use. An overwhelming 85 percent of Gen Y surveyed reported being active with Facebook. MySpace was a distant runner up, followed by LinkedIn.
Being social on social networking sites is of course the primary focus, but those of us looking to connect with Gen Y — employers, college career services, alumni associations and everyone in between — have an opportunity to use these networks to engage young professionals on their terms, and on their time. More than a quarter of our respondents indicated they use social networks in the context of careers, whether it’s hunting for jobs, making new business contacts or staying in touch with co-workers. In our current economic recession, career-related activity on Facebook and the rest will only increase come spring and summer.
On a related note, Experience on Tuesday announced the Best Places to Work for Recent Grads, a top 20 list of the leading employers that “get it” when it comes to recruiting, hiring and retaining Gen Y. Many of the organizations highlighted in Best Places fully embrace and support social networks at the workplace. They’re committed to fostering communities and affinity groups (professional and social) at the workplace through new media. As a result, they’re fostering a more productive work environment by building trust between younger workers and managers. Check out the report and get some ideas for yourself.
Tags: entry-level hiring, Facebook, Gen Y employers, online trends, professional networking, retention, social networking, usage, Web 2.0
February 5th, 2009 at 1:23 pm
Ultimateintern.com is perfect example of how Gen Y kids have different solutions involving the web. This is a websit where interns can read and write reviews about their positions. Years ago, the old generations never had these ‘rate my’ tools and they are indeed helpful. I think facebook is really the next ‘big’ thing for Gen y and the next Gen, yes even bigger than it already is!
March 22nd, 2009 at 1:15 pm
The decision for a company to join a social network just to join it, doesn’t make any sense. You have to have a strategy behind what you are doing. Are you going to use facebook for market research? How? What about to promote your company’s culture? How?
To get the most value out of these networks, you have to engage young people. It takes more time, but a company has the chance to gain incredible brand loyalty and talented job candidates.
March 22nd, 2009 at 1:25 pm
Thanks for the comments. Ted, you’re absolutely right — and doing just to do it will become immediately obvious. Keep in mind too that Gen Y’ers (generally speaking) are turned off by overt marketing tactics.
On a related note, the metrics/measurement tools geared towards admins within Facebook Fan Pages are especially helpful for market research. If you’re doing it “right” and are appealing to your audience in all the ways they want to be messaged, you will have rich insights into your fan base.