The Seduction of Social Media: Recruiters, Beware

I’ve been one of the main proponents of using social media to find a job and build my own team, especially in this economy.  In fact, our agency dedicated an entire day of service just last spring to the City of Dallas by offering a workshop on networking and how to use LinkedIn to find a job.  What’s more, I’ve recruited using LinkedIn and Twitter.  But as each of these popular platforms matures, I’ve been noting a few troubling trends, something that is making it even more imperative for recruiters to dig deeper, do their homework as it were:

The onslaught of social media experts. Even those of us with a couple decades of marketing experience under our belts would be highly mistaken to place the word “expert” in our vitae when it comes to social media and PR 2.0.  The platforms, most of them, have not been widely accepted as marketing tools until extremely recently.  It’s safe to say that these practices are still “wet behind the ears,” most of them less than 3-4 years old.  Add to this that each of the platforms and others on their heels are consistently changing, and all of us are still learning.  Look for honesty in their responses to questions concerning this area of practice.  Authenticity will yield the best candidates. Flourishes and embellishments are the stuff of caution.

The evolution of miniature emerging media strategists. I’m not sure if it’s the “bubble” that Twitter creates within its communities or if it is the instantaneous connection it creates between its members through web and mobile, but the “faux expertise Kool-Aid” seems to flow a little more freely these days, especially in communities with marketing novices. Read their profiles and they are emerging media or marketing and PR strategists.  Look at their resume and count the years, and they are only a year out of college.  Developmentally, is this even possible? Has the technology even been around long enough for this to be possible? Perhaps attending a couple Tweet Ups does it?  The koolaid spills over into their LinkedIn profiles, but digging deeper a recruiter will find that they’ve set up a Facebook page here, and updated content on a website there, perhaps even posted on Twitter for a brand; but how about actually building the strategies behind the platforms?  Chances are someone with many more years of experience in marketing has actually done that.  But hold on to your offer letters, these little social media moguls will actually ask you for thousands above what they are actually worth.  It’s a peculiar trend.

The rise of the social media snake oil sales(wo)men. Most of these folks come from a background in interactive; ask them about their services and there is nothing that they can’t do.  They will strategize, build, manage, promote, advertise, do the public relations and do magical acts as well.  They are typically the one-(wo)man set up, hosting workshops online and at hotels—doing all the work themselves, claiming to do the same work as a global agency.  These folks have some loyal followers, and it’s pretty amazing.

There is some good news in this state of the mediascape for all concerned, however: the rise of emerging media as a viable marketing tool has leveled the playing field in several ways:

1. There is money to be made by everyone.  Advertisers, public relations and interactive can all have a piece of the pie and somewhat live in harmony (it may take some effort). Consultants also have the chance to build their businesses.
2. Junior hot shots have a chance to shine. Millennials seem to use technology like it is just another appendage. They are awesome super-users.  With some grooming and nurturing, and sometimes a little bit of an ego check, they can grow into polished marketers.
3. Seasoned talent has a chance to apply marketing savvy and innovate.  Applying the knowledge that you already have in the traditional realm will add some sensibilities to the planning process; but this is also the chance to step outside the confort zone and try something new.
4. Finally, brands can build dynamic teams with seasoned talent, junior hot shots and team members from the entire 360 marketing mix.  

If you’re hiring, interviewing or issuing RFPs, I’m sure you’ve come across one or two of the characters above.  I’d love to hear about your experiences.

Comments

[Steve Averill]

Spot on. Great Post.

[Rayanne Thorn]

There are NO experts in Social Media. The "industry" (if I dare to call it that) is changing so rapidly and in huge increments that the so-called experts are left scrambling every time facebook evolves - which is sometimes weekly. Check out the latest letter from Mark Zuckerberg (http://blog.facebook.com/blog.php?post=190423927130)

When I hear someone claim to be a Social Media Expert, I stop listening. Too many brilliant developers and fast followers that are making it impossible to reach that status. My degree in social media requires lifelong attendance and study. I look forward to the learning.

[L. Michelle Smith, m strategies inc.]

Thanks, Steve. Appreciate your response, and thanks for reading! Rayanne... no need for embellishments from me. :) I'm with you.