Offsite sharing is a fascinating concept. Perhaps the most compelling feature of Facebook consists of the availability of the Like Button.
The Like Button and Offsite Sharing
Because the offsite Like Button dovetails beautifully with its presence on the site itself, i. e.,
“The Like button lets a user share your content with friends on Facebook. When the user clicks the Like button on your site, a story appears in the user’s friends’ News Feed with a link back to your website.”
Drag and Drop
Furthermore, the site tries to make it easy for even novice programmers (and people who can really only do drag and drop) to place a Like Button on their own sites for offsite sharing. The premise is irresistible. You add the Like Button, people “Like” your own site, and that information transmits back to Facebook and to the Likers’ friend lists. In addition, their friends, who may not have know about you at all, suddenly do, and the offsite sharing spreads even more. They, hopefully, check you out, Like you, and the process repeats on and on, ad infinitum, or at least in theory. And with enough intersecting friends with enough non-intersecting additional friendships, a few Likes could translate into dozens, if not hundreds, or even thousands, of new people who know about you.
Engagement and Reach
However, engagement and reach are both going down. And Facebook actually has the gall to try to get people to pay for what it does! Quelle horreur!
But, seriously folks, how do you think Facebook pays its bills? They do it with advertising. If users won’t be charged (and Facebook would be mighty foolish to start charging all of those free sources of detailed consumer data), then advertisers will be. And of course that already happens. What gets a lot of people’s undershorts knotted is that the freebie advertising is harder and harder to implement. Facebook seems to push everyone with a page to start buying likes to get more offsite sharing.
Thumb on the Scale?
Whoa, Nelly! Because that would be kind of unethical, if the site was deliberately putting a thumb on an imaginary scale and making it harder for people to reach their fans without paying for reach and engagement.
So, are they doing that?
While the jury is still out, I’m inclined to say no. After all, the site grows by leaps and bounds on a minute by minute basis. And engagement and reach dilute without Facebook having to do a damned thing.
Finally, does the site benefit from making it harder for page and group administrators to connect for free? Absolutely. But do they have to work in order to create this condition?
Nope. Life does it for them.
Offsite Sharing: The Upshot
Beyond issues with Russian interference and how the Facebook algorithm can sometimes tamp down third parties, offsite sharing can work pretty well there. Political and other paid ads, though, are another story. They are a reminder that, every year, Facebook becomes more and more of a “pay to play” platform. Hence if you want to share something from off the site, your shared content might be lost amidst the paid stuff. So be it.
The New Rules of Marketing & PR by David Meerman Scott
The New Rules of Marketing & PR by David Meerman Scott was a fascinating book that I had as required reading for Quinnipiac University’s Social Media Platforms course (ICM522).
First of all, the premise is, like a lot of other books about the Internet and social media marketing, that marketing has become less of a one-size-fits-all/push system. Instead, it has instead evolved into a far more balanced bilateral conversation.
And perhaps the most interesting part of the book consists of the rules themselves, which are in Chapter 2, on page 31 and are as follows –
Company pages have become spots you put together on Facebook to support a business (not the same as a fan page).
However, like everything else on Facebook, these pages and their settings do evolve, and they’ve gotten simpler these days. Currently, the following features are available:
Change Background Image/Avatar
Promote with an Ad
Add to my Page’s Favorites
Suggest to Friends
Friends Who Like the Page
People Who Like the Page
Change Background Image/Avatar
This one is rather self-explanatory. Furthermore, a good, bright background image is good, as it shows up when you share the page. In addition, you might want to change these on occasion as that generates an update.
Manage permissions, add an address or business hours, etc. here.
Promote with an Ad
This is fairly self-explanatory. Note that Buffer has said that Facebook ads are a mixed bag.
Add to my Page’s Favorites
So here’s where another company you can link your page to your event pages.
Suggest to Friends
This is basic information such as the company’s location.
First of all, this provides basic click information, including the number of Likes and Views. In addition, you can also see information on age and gender demographics and, most importantly, when people are online.
Friends Who Like the Page
People Who Like the Page
Fairly self-explanatory, except this includes people you are not, personally, friends with.
This goes back to adding a page as a favorite. And it shows which company pages your company has favorited.
I’ve found adding events to be hit or miss. First of all, not everyone RSVPs, and not everyone shows up even if they’ve said yes. However, it provides more exposure and it will bring your page up to people as the event date rolls around. Because even people who are clicking “No” are still looking, at least a little bit. So use with discretion and don’t overdo this. Because not every activity is an event, and not everyone should be invited to everything. Since that’s just plain annoying.
Fairly self-explanatory. In addtion, you can control who can add to your wall. However, keep in mind that if you are free and easy with this, you’ll get more posts but you might also get spam. Although if you shut this down, you end up with Posts to Page. And it’s easy to miss these!
Here you add more detailed information. Hence this includes the company’s address and its business hours.
Fairly self-explanatory. Posts with images nearly always do better than those without, so upload an image if the link you’re sharing doesn’t have one. Make sure you have permission to use the image!
For administrators, you can see what’s going on at a glance. However, this no longer seems to exist on Facebook.
Fairly self-explanatory. Hence add notes like you would on your own personal page. E. g. these are almost discussions. However, the responses are relegated to subordinate comments versus the kind of back and forth that comes from the wall or the discussions page. And this is, admittedly, a nitpicky distinction without much of a real difference. I would, though, suggest that you not use the Notes section for blogging. Instead, get a blog through WordPress (yay!) or the like and do it that way. Because the Notes section ends up a rather poor substitute for that.
Fairly self-explanatory. Hence if you’ve got videos uploaded, they can show up here. However, this is not the same as linking to a video hosted online elsewhere.
Fairly self-explanatory. So just post to your wall but pull down on the post button and select Schedule Post. In addition, if you’ve been looking at your Insights, you should know when people are online. And of course you want to try to post when people will see your posts.
Finally, go to Edit Profile and there is an option for Applications. However, these days, the only ones are Notes and Events.
White Space is not your Enemy by Kim Golombisky and Rebecca Hagen
White Space is not your Enemyby Kim Golombisky and Rebecca Hagen is a beginning design book. And I purchased it because I definitely need assistance with design. While I (at least I think I do) have something of an understanding of which color goes with which, it is sometimes difficult for me to make something look good. Seeking some inexpensive professional help, I turned to this book.
So apart from the obvious title, the book offers tips on color combinations, font selection, focal points and even how to prepare a document for a professional print job. And the chapter on design sins really resonated with me. I have seen poorly designed advertisements (both online and offline) and websites, and have never really been able to adequately articulate just why they were so hideous. So now I can.
The exercises in the back of each chapter seemed, I thought, somewhat superfluous. However, I did find myself beginning to look at designs with a more critical eye. For example, I noticed a print advertisement where the background photograph was of varied colors. Some were light, some, dark. The print, however, was pure white, and cut horizontally along the middle of the photograph. Hence this would have been fine, except the copy crashed straight into a white space, so some of the print was invisible. Which part? The company’s name. Epic design fail.
Another extremely helpful chapter: the one on the “works every time” layout. This layout is all over the Internet and all over print media, and for good reason. It is, essentially, a full width photograph or other graphic across the top third of the screen or page, with the remaining two-thirds divided into two vertical columns for text. A cutline (caption) goes directly underneath the visual (if appropriate; some visuals don’t need a cutline), with a more prominent headline directly below that.
Break up the columns into paragraphs and beware widows and orphans (one or two short words on a line). Place tags (these aren’t Internet meta tags), which are the logo, company name and small nugget of information such as the URL or physical address, in the lower right-hand corner. In addition, round it all out with generous margins all around. Voila! An instant beautiful (albeit somewhat common) layout!
If nothing else, that chapter has a greater value than the price of admission.
Creativity cannot, truly, be taught. But the peripherals around it can, such as how to gather ideas and nurture them, and how to place those ideas together in a coherent format. It’s like teaching pottery and smithing but not cookery: you get enough so that you can set the table, but not nourish anyone.
For that, you need to be an artist. And that, sadly, no book can ever teach you.
What’s the rest of it? There are really only two areas that I haven’t delved into: Groups and Notes (and keep in mind, FB changes constantly, so these could go away).
Groups: a lot more self-explanatory than you might expect.
They are, of course, a means for people to gather themselves together. Facebook is enormous and so, instead of looking through several million people to try to find someone who likes, say, Star Trek United, you can hunt for a Star Trek group, join it and, voila! Instant collection of people with an interest similar to your own.
Joining in a group affords few obligations. Get invited to a group event? Well, it’s nice to RSVP, but not necessary. New discussion in the group? Well, it’s nice to participate, but you don’t need to. Add photos? Again, lovely, but no one’s holding a gun to your head.
Managing a group differs a tad because it’s good to keep it lively. I’ve already talked a bit about groups before in this series, so I won’t repeat what I’ve said. However, mainly you want to keep discussions going (if any) and interest up. Gathering an enormous number of fans (yes, I know they are called Likes now, but what’s the human term? Likers? That just sounds weird, Facebook) helps with that.
This helps because it’s a somewhat objective means of showing interest in your group or cause or company, but since there’s a proliferation of dual accounts, that’s not necessarily much of an achievement. Plus, since it’s so easy to toss a Share or Like button on any site, and Liking is so easy, having a lot of fans often just means you got your group in front of a bunch of people who are fine with clicking on a Like button, and nothing more. A group with 1,000 fans is not necessarily going to be easier to monetize than a group with only 100.
Notes became yet another means of getting across information. The main difference between them and discussions? The replies seem more like subordinate-appearing comments versus discussion replies.
Yeah, it’s a difference without much of a real distinction.
The main usage I’ve seen for Notes consists of old-fashioned “getting to know you” kinds of notes. You know, the kind where you’re asked your favorite ice cream flavor or the name of your childhood pet. I’ve been on the Internet for over a decade and a half and, frankly, I think I’ve seen all of these by now.
The last bit about Facebook is its very ubiquity. One of the reasons why it is so successful is because it’s, well, so successful. E. g., a long time ago, it hit a tipping point and started to become famous for the sake of being famous, and got bigger pretty much just because it was already huge.
It is well-known to be a worldwide phenomenon. Mentioning it is so obvious, so simple and so well-known that it practically isn’t product placement to talk about it any more, much like mentioning a telephone in a movie isn’t really product placement to give a profit to Alexander Graham Bell’s descendants.
See you online. And, yes, I will friend you if you like.
At least, that’s what Mark Zuckerberg would want us all to think, wish and feel. I can understand that, a desire to make a website about as universal as possible. Once the site stopped being exclusive to collegians, the inevitable business model was to universalize it. And the site, today (although that will probably change), has about the best chance to become a truly universal web experience as any site.
So, are you on the biggest social media site on the planet? About 2.27 billion monthly users are, as of this writing (early 2019). But, wait, not so fast. Is that number truly accurate? Absolutely not. After all (and for different reasons), my husband and I each have more than one account. Do you? Even if you don’t, I bet you’ve got at least one friend who does, and probably lots more.
And that is perfectly all right, and is absolutely permitted by the site (although they’d like to change that).
Facebook also pushes for users to go with their correct names. Why? Because if you can hide behind a username, you might flame people more than if you can’t. Real names also (in theory) help to eliminate duplicates. But in all honesty, how many guys named Mike Brown do you know? I can think of two I’ve known in my life and that figure is probably more like four or five.
Even middle names might not fix such a duplication issue. There are probably several men with the name of Michael David Brown in the world.
Also, though, another use for real names is better marketing. If you Anglicize your name, then an advertiser might miss that you’re Hispanic, and incorrectly market to you.
Not So Fast On Those Real Names
We have all seen names which are not quite so perfectly right, though. How many of us have seen married women using a middle name of something like Was(whatever their maiden name was)? Hence Susan Davis might call herself Susan WasSmith Davis. It’s not a perfect solution, and you don’t really have to do that, anyway. Still, there are plenty of people who do.
Others might place a nickname within the middle name field. Robert Bob Brady, or Richard Dick Daily. But again, they might not have to. The more common nicknames are already going to come up in a search, even though, in both of these examples, the nickname starts with a letter different from the full name.
Still others may try to use stage names, but Facebook would rather you just created a fan page or had someone do so for you. This is not just to nicely help you keep your personal and professional lives separate. It’s also to market to your fan base better.
No Real Name, No, I Mean it, Facebook!
Then there are people who have damned good reasons for never using their real names, such as people escaping domestic violence. Facebook has gotten better and more sensitive when it comes to such needs.
The site’s main purpose (in case you’re just coming into the light after a few years on a desert island), is to sell advertising. Its offshoot purpose is to connect people, of all stripes, for free. But it’s those connections which sell the advertising.
There’s a lot else to it, at least on a general basis. But it’s still a valuable business tool for any Social Media Marketing Campaign.
But never forget: you’re the product Facebook is selling.
The Best Parts of the Site for Social Media Marketing
Facebook’s main virtues, when it comes to your business, can currently be divided into three basic areas:
Personal pages and peripheral connections to same
Company pages and groups and peripheral connections thereto, and,
Offsite connections back to the site
By “peripherals”, I mean all the extra stuff that goes along with the site experience, and not computer hardware peripherals.
The Concept of Universalish Reach at Facebook
Beyond just the sheer numbers, Facebook is extremely good at putting people together who are similar. You always get friend suggestions, yes? Those people tend to either have friends in common with you, or they have some other characteristic in common with you. That ‘in common’ bit might be home town. Or it might be favorite sports team. Another possible connection could be where you work.
Now, let’s face it: if you work in a huge Fortune 50 company, then you’ll have tons of coworkers. And the chances are beyond good that you won’t know everyone. You may not even know everyone in your office building or even on your floor.
So sometimes when a friend request arises, it may feel like a mystery. Hence – look for a commonality.
Clutches of People
But let’s get back to the people you do connect with. It’s perfectly natural to hang out with the people you went to high school with, or who love the same sports team you do. You might feel more comfortable with fellow cancer survivors. Or you might want to set up a political echo chamber. Another thing you might want to do is spend time with people in the same profession as you.
But no matter what, we people tend to group together. It’s a natural tendency. We’ve been gathering together since before there was a Homo sapiens species.
(someone just like you, perhaps), what sorts of judgments would you make? What seems off? What’s being suppressed, which should be promoted, and vice versa? Is the picture clear or fuzzy?
The gist of that article is, take control of your information, keep it as a uniform brand and check it every month or so. The corollary to this is one from Shama Hyder Khabani, which is, essentially, don’t spread yourself too thin. Concentrate in only a few places.
My Own Information
Absolutely agreed. When I google my own last name, 502,000 hits come up. And, fortunately, my own website is at the top (Yay, SEO!). My two Facebook profiles (I have one for work) come up as fourth and fifth. Then comes my LinkedIn profile, and then Twitter. Then there’s my Examiner profile and then the last entry on the first page of results is a link to my profile at Go Articles.
Putting my last name into quotation marks yields only 2,800 hits. Most of the same usual suspects come up on Page One of the results although one place called Jobs In Social Media comes up. Classmates is at the bottom of the page. But nothing is too weird or scandalous.
How Accurate is the Information?
To my mind, checking and rechecking every single month might just be a bit excessive. Is there a need to keep your profile accurate? Sure. Flattering, or at least not damaging? Yes, particularly if you are looking for work. But to keep it sterile and perfect, as you scramble to make it perfect every moment of every day? Eh, probably not so much.
I would like to think (am I naive? Perhaps I am) that potential clients and employers will see the occasional typo and will, for the most part, let it slide unless the person is in copyediting. I am not saying that resumes, for example, should not be as get-out perfect as possible. What I am saying, though, is that this kind of obsessive and constant vigilance seems a bit, I dunno, much.
Will the world end if I accidentally type there instead of their on this blog? And, does it matter oh so much if I don’t catch the accident immediately?
I mean, with all of this brushing behind ourselves to cover up and/or perfect our tracks, and all of the things we are leaving behind, where’s the time and energy to make fresh, new content and look in front of ourselves?
Clean Up Your Presence
To me, there is little joy in reading a blog post or website that looks like it was put together by someone who’s barely literate. But there is also little joy in reading sterile, obsessively perfect websites and blog posts. A little imperfection, I feel, is a bit of letting the ole personality creep in there. Genuineness – isn’t that what the whole Social Media experience is supposed to be about, anyway?
I refuse to believe — I hope and I pray — that a bit of individuality isn’t costing me potential jobs or the company potential clients. And if it is, then that saddens me, to feel that, perhaps, there is a lot of lip service being paid to the genuineness of Social Media but, when the chips are down, it’s just the same ole, same ole.
Genuineness is great. One you can fake that, you’ve got it made? Gawd, please, say it ain’t so.
Social Media Continues its Relentless Pace to Try to Make You Stay Put
It’s a relentless pace out there. And much like the holidays accelerate the end of the year, and we suddenly look up on January 7th or so and wonder just what the hell just happened, social media is continuing to not so much reap the whirlwind as to be the whirlwind. But at the same time, there’s an effort afoot to slow down and control the whirlwind.
Case in point: Twitter‘s recent changes are designed to keep people on as long as possible. They do this by embedding media more directly and making it so that you don’t have to leave Twitter’s embrace in order to enjoy a clip or a photograph. So far, so good. But shortened URLs allow for more malware exploits. It’s like one step forward, a step back and another one to the side.
Facebook, yet again, looks to change its layout. The profile is going to become richer and provide more information. This may or may not be useful to users but it will certainly keep them on longer. At least, that will happen in the beginning, when it’s a novel concept.
LinkedIn tried adding Signal to make it easier to track even more of the social media avalanche – and, of course, to try to keep people on LinkedIn as long as possible.
What these changes have in common, other than, perhaps, novelty for the sake of novelty, is the desire to keep people on site as long as possible. Put some tar down, and have us all stick, at least for a while.
So while the internet spins ever faster, and social media sites attempt to keep up, their overall strategies seem to try to slow us all down. Will it work? Is it a foolish dream to think you can keep people around with such tricks, such slick bells and whistles?
Lack of Content
What disturbs me is that there’s not a lot of content happening. And it would, could, should make me want to hang around. Instead of hiring writers to improve things, or rewarding good current content providers, each of the big three sites is instead pursuing a software solution. But what’s the sense in hanging around a site if the content isn’t compelling? Or are we, instead, merely getting the sites that we, perhaps, deserve?
Hence here’s what happens if my Facebook friends list is dominated by people I went to High School with over thirty years ago. Their status updates and my wall are dominated by news of their birthdays, their children and their careers. But isn’t that what’s to be expected? And if I instead tip my list in a different direction, and it’s suddenly dominated by the people I work with or diet with or do artwork with, the news is going to be different.
Comparison to Reality TV
One thing about Reality TV is that it’s anything but real if it’s at all successful. Because people just, generally, don’t lead terribly interesting lives (yes, you too, gentle reader). We pick up the dry cleaning. Or we bicker over the remote. We forget to buy sausages and make do with hot dogs. And around and around and around we go. And all three of the big social media sites, when we are not following celebrities and businesses, are really just a big agglomeration of Post-It Notes whereby we tell each other to grab milk on the way home. For “Reality” to be compelling at all, it’s got to be unreal, and scripted. It must be turned into this fight or that rose ceremony or this other weird pancake-making challenge.
The big three social media sites, when you strip away the celebrities and the companies, can be a boatload of errands or a standard-form holiday letter. You know the kind, where you’re told little Suzie has taken up the clarinet. Over and over ad infinitum.
No wonder we need software solutions to keep us there. The relentless pace continues.
A community manager tends to have some fairly similar tasks, whether paid or volunteer. Community Management can be a piece of Social Media Marketing and Management, but it doesn’t, strictly, have to be.
A Community Manager’s time mainly divides up into three different modes:
The discussing piece involves creating new discussions and shepherding them along. Users will not return, day after day, without new content. While the users are, ultimately, responsible for the content in a community, the Community Manager should create new content as well. This is not always topics as it can also encompass changes to the site’s blog (if any) and Facebook fan page (if it exists).
The discussing piece evolves as the community evolves. In a tiny community of less than one thousand users, the Community Manager’s content may turn out to be the only new content for weeks! As such, it can loom very, very large, but can also have a much stronger ameliorative effect if the other content being created is overly snarky. As the community grows, the Community Manager’s contributions should proportionately diminish but there should still be some involvement. Otherwise the Community Manager can be seen as hanging back a bit too much. It is a Community, and that means that the users want to know the Manager(s). An easy and relatively safe way to do this is by creating discussions.
On Topic/Off Topic
And the discussions need not always stay on topic! Lively discussions can be almost spun from whole cloth if the Manager can get the people talking. An automotive community might thrill to talking about cooking. A cooking community might engage in an animated discussion about the Olympics. And a sports community could very well bring its passion to a topic like politics.
In particular, if the community is single-subject-based (e. g. about, say, Coca-Cola), going off-topic should probably at least peripherally relate to the overall subject. Hence Coke can branch out into cooking and, from there, perhaps into family relationships. Or into health and fitness. But a push to discussing politics may not fly unless the discussion is based on a major recent news item or if there is precedent for it. Finally, if a member is ill, or has passed on, getting married or having a child, an off-topic discussion can spring naturally and effortlessly. This happens regardless of the community’s main subject matter. Corporate management may not absolutely love off-topic discussions but they keep a community together, and keep it viable.
The nurturing piece relates to the discussing aspect. However, it tends to encompass responding to and supporting good discussions on the site. If the Community Manager should identify certain superstar users who are good at making topics who the community likes. And then nurture them to promote those persons’ discussions over more inferior ones. Use nurturing power to encourage newbies and members who might be on the cusp of becoming superstar users if they only had a little more self-confidence, and a track record of support and positive reinforcement.
Nurturing can also take the shape of developing relationships with members. The Community Manager doesn’t have to be friends with everyone, even if the site is very small. However, they should get to know the users. Private messages (if available), writing on a wall (if possible) or otherwise somewhat intimately communicating with the membership can accomplish this.
Furthermore, the Community Manager can use private messages, etc. as a means for heading off potential problems at the pass. Headstrong members might be perfectly wonderful if/when they write on topics not related to their overarching passion. The Community Manager can encourage those members to participate in those other discussions and also to reach out to other community members. Friendship can help to minimize flaming.
And that leads into the disciplining part, which is often the first thing that people think of when they think of community management. That includes things like pulling spam. It also includes giving users timeouts or even outright suspending them when their actives contravene a site’s Terms of Service. And it also includes shunning and ignoring. These can be extremely powerful. The Community Manager can help to mobilize other users.
But Do It Right
An email or private message campaign is almost always a very poor idea. Rather, the Manager must lead by example. Don’t take the bait when challenged, unless it’s absolutely necessary (rare). It’s the Community Manager’s call when to take it, particularly if personal insults fly. Often the best tactics include: (a) get offline and cool off and (b) ask another Community Manager or Moderator to determine if it warrants disciplinary action. And then enforce that if it is.
One thing a Manager should never forget: there is far more to the community than just the people posting. There is often a far larger audience of lurkers, both registered and unregistered. They are watching events unfold but rarely comment. By leading by example, the Community Manager can influence not only active posters but also the community at large.
During a typical day, new members register. And members lose their passwords, start and respond to topics. Furthermore, they answer older topics, and people engage in private communications (if permitted on the site). Members may disagree on something and they may do so vehemently. The site may get spam.
The Community Manager should mainly become involved as a content creator if content creation lags or goes too far off subject. He or she should discipline difficult members if necessary. However, generally, a Community Manager’s main task, both daily and over the life of the community, should be to carefully nurture and shape relationships.
Adventures in Career Changing means, well, a lot of job applications. Beyond networking, education and research, there are just sometimes some forms to fill out. I have filled out – I have no idea how many. And they come as a bit of their own special Dantean circle.
#10 – Keeping the Company’s Identity a Secret
I get that there are legitimate reasons for keeping quiet about company identities. They might not want to tip off competitors that there’s an opening. Or maybe they don’t want the person currently in the job to know that they are being replaced. I recognize this. I get it. But it’s also a bit of serious unevenness. You know who I am. And you get to look up all sorts of stuff on me. Yet I don’t get to do anything even remotely like that where you’re concerned. Where’s the fairness in that?
#9 – Multiple Job Postings, While at the Same Time Penalizing Job Seekers for Multiple Submissions
This goes along with the previous one. When you don’t tell me who you are, and you post the same job on, say, Monster and Dice, how, exactly, am I supposed to prevent a possible double submission? What happens when you also distribute this opening to a half a dozen recruiters? Yep – I end up with multiple submissions. And guess who gets blamed for that? Hint – it’s not the prospective employer.
#8 – You Make Me Fill Out a Form Even As I Give You My Resume
I know that you have laid off your entire clerical staff, and you likely did so in 2003 or earlier. I am also well aware that you are looking to get my resume into a pigeonhole pattern so that it can be readily compared to others that are in the same pigeonhole pattern. Because taking 25 seconds to scan my resume with your eyes is just too much time.
Okay, perhaps that wasn’t very nice, but every career counselor I have ever known has said to spend hours and hours and make it a mondo-perfect document. But the reality is that resumes are barely glanced at. Hence, rather than creating exciting visual presentations (unless you’re in the arts), the focus is on keywords. And I’m fine with larding my resume up with keywords (unfortunately, BTW, this also means adding misspelled keywords).
I also get how badly you want uniformity. But – surprise! There’s software that will do this! So, instead of making me jump through this particular hoop, could you invest in a system such as that? The beauty of your software doing that, rather than me doing it manually, is that you can also do some filtering. Buy yourself a good system, and you’ll get a lot more done.
#7 – S…l…o…w Sites
I know, I know. The server is down. No one’s been able to fix it since Employee X left three months ago. Whatevs. But in the meantime, I am supposed to be putting my best foot forward (and all the time, I might add. I’ve had employment counselors who’ve essentially told me to look sharp every time I leave the house, as I never know if I’ll be seeing a potential employer. Evidently this includes grocery shopping and running 5K races. Silliness). But you aren’t. You want me to apply and not get frustrated while doing so? Then fix your site.
#6 – Ignoring the Fact that I Will Not Relocate
If it’s available, I always (always!) check the box that says that I will not relocate. And I will not. There is no coaxing me. There are no perks to sending me to Minneapolis (or wherever). I ain’t goin’. And it is all over all of my applications, profiles, etc. This is one of my really annoying pet peeves.
Yet I am still called by recruiters who tell me about some awesome, kick-bun opportunity and everything sounds wonderful and then, oh by the way, where is it? And it’s in Plano, Texas. I live in Boston. That’s a helluva commute, don’t you think? This is so basic, it should be like a standard production of Romeo & Juliet. Shouldn’t the only people who audition for the role of Juliet (in a traditional production) be, I dunno, female?
I recognize that your job is to get a person into an opening at some company. And I further understand some people who will change their minds with enough incentives. I also know that there are folks who rent apartments briefly. But really – at the very least – be up front, immediately – with the location, and stop wasting both of our times.
#5 – Vagueness
Oh, man. You can’t be bothered to say anything about the position? Then how the hell can you honestly expect to get the right people in? I know that, a lot of the time, HR is the one writing the job description. But, truly (and this goes quadruple for large organizations), the job description should be a part of the company’s overall records. And so when HR (or whoever) writes up the job description, they should pull the basic framework of it from their records. And said records should be updated, perhaps every year, with things like new software versions and anything else that’s fairly major that might have changed.
Case in point. I used to work in data analysis. And this should have a basic description, which should include the system(s) being used, the version(s) of software and the general day-to-day activities. So is the opening more report creating, or report running? Will I train people in how to read it? Will I perform analysis in order to help senior management interpret it? Or am I supposed to just churn out whatever the system spits out? Of course, the upside to all of this is, I get to have ready-made questions in the event of an interview.
#4 – Requiring Salary Expectations Way Too Early in the Process
I have seen, on several occasions, vague job descriptions requiring some form of salary expectation mentioned up front. So I get that you want to weed people out early, and waste less time. I get that, and I do appreciate it. However, this is so early, it’s not funny. Plus, if I don’t know who you are, I have few ways of figuring out whether my # is anywhere near jibing with yours. And I change my expectations, depending upon what, exactly, you want me to do. The application stage is a lousy time to ask about money – on both ends.
#3 – Requiring Me to Waste Time Updating Preexisting Information Manually
A rather large employer in my area (Boston) uses a resume management system with both a resume piece and a manual piece. I filled out the manual piece in – no lie – 2008. It remains that way, even as I provide an updated resume. What to do? Do I erase the entire shebang, and just send in the resume? Or do I update? Something else? It provides a distorted picture of where I’ve been. Make up your mind – resume or manual entry. Or, better yet, just take my resume. I suppose this is the corollary to #8.
#2 – No LinkedIn Functionality
While I suppose this is not strictly necessary, it’s awfully nice to have. And, in particular, if you’re advertising the job itself on LinkedIn, why can’t I just apply by connecting you to my profile there?
#1 – Security to Beat Fort Knox
Of course, I want to maintain my own security. I certainly don’t want anyone else to be able to mess with my profile. But why, oh why, do you need me to change my password every other month, to some wacky combo of letters, numbers, special characters and, I dunno, cuneiform?
I swear, the security on some of these apps ends up more complicated and Byzantine than I have for my bank account!
Huh, maybe I should just change banks. Harvey’s Money-o-Rama might no longer cut it.
Two Dishonorable Mentions
A – Seemingly Endless Questions
And the pet peeves continue! Because apparently, you do not trust me enough to self-select out of the running because I don’t know Software version infinity plus one or whatever. But, really, folks! Save something for the interview! Because I guarantee you, you will not get every single thing answered beforehand.
B – Interviewing Too Many People
Screen on the phone. Then screen with your resume software. Screen with your keyword searches. And then screen with your well-written job description. Screen with your HR people calling. Screen with your published salary range. Finally, screen with a little social media investigating. And then your interview process can be for 1 – 5 people who can do the job. And decide amongst them based upon the intangibles.
Yet I have been in interview situations where there were a good twenty people up for one position! Sheesh! You are wasting everybody’s time. And, frankly, behavior like this makes me wonder about you as a company, and about you as a manager. Do you always hem and haw like this? Do you know naught of efficiency?
Don’t worry, I’ve got good things to say about the job search process. And I’ll post them. But for right now, these are the real stinkers. Got any pet peeves you’d like to share?