Transcript Taking Facebook “Back To School” Oklahoma State Universit y Leader: R yan Masin Heather Wright Joel Boaldin Kelly Powell.

Taking Facebook
“Back To School”
Oklahoma State Universit y
Leader: R yan Masin
Heather Wright
Joel Boaldin
Kelly Powell
O verview
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Departmental Overview
Why Facebook?
Taking Facebook “Back to School”
The Career Services App
Theory and goals
Congruency of goals and outcomes
Potential difficulties
Departmental integration of Facebook
Note:Subscriptsdenotereferences
OSU Career
Services O verview
• Mission- ”To empower all OSU
community members with the
passion and abilities to achieve their
ideal future.”
• Goals
– “Every OSU Student engage with
Career Services”
– “OSU be the campus of choice of
recruiters”
– “We build strong relationships with our
constituents”
– “Career Services be the best place to
work in Stillwater”
The Current HIRE
System
• Allow students to create a user account for employers to
browse 1
• Enable students to search and apply for listings using
customizable resumes for each position
• Provide students information about employers who have
recruited at OSU
• Utilize an online calendar with information on interview
dates, deadlines, info sessions and workshops
Wh y Facebook?
• Facebook is the social network, burgeoning with over 500
million users2
• Efforts to create university-specific networks end up with
users moving to Facebook, rather than staying with the
university network 3
• Facebook allows for the creation of Applications, which can
create robust experiences for their users
• Facebook is free which will save departmental and
university dollars
Back to School
• Facebook started as a social network linking only college
students; it has since expanded
• It has become a near-universal experience shared by college
students, aiding in transitions and student growth
• The site allows students to build a comprehensive framework for
themselves online; establishing the four S’s of Schlossberg:
situation, self, support, and strategies 4
• Facebook aids in the transition from high school to college. The
goal of the Career Services App is to see that the next critical
transition takes place: college student to professional employee
“Social” Media
• “Social Media” has become the new media
• Originally focused on User Generated Content (UGC) in
the Web 2.0 movement 5
• Today the delivery systems- Facebook, Twitter, Youtube,
etc.- are more social than the media itself
– Individuals, businesses, institutions, and others can create content
to contribute to these delivery systems
• Students are already connected to each other through
social media; the App will also connect them to potential
employers
Career Services
Facebook App
• Opt-in App for OSU students:
supplements the HIRE System 1
• Employers with established HIRE
System accounts establish filter criteria
– Criteria are constructed from interests,
clubs, groups, classes, organizations,
activities, etc. found on Facebook
– Criteria are kept private to avoid student
profile tailoring
• App automates profile creation for
students and criteria matching for
employers
Student creates Facebook Profile
Student Opts-in to Career Services App
How it
Works
App pulls desired fields from Facebook profiles
App builds profiles
Candidate A
Candidate C
•Engineering Major
•Computer Club
•Business Major
•SGA
Candidate D
Employer
Designs Filter
Criteria
Employer
Changes
Filter Criteria
•Education Major
•Resident
Assistant
Candidate B
Employer
App Feeds
Employers
Filtered Profiles
App Feeds
Updated
Filtered Profiles
•Ag Major
•Horseman's
Association
Career Development
Theory
• According to Donald Super’s Career Development Theory,
students thrive when given the opportunity to explore other
possibilities 6
– Interests and areas of study not previously considered by students are
brought to light by the use of the Career Services App
• Students pass through the various benchmarks of Super’s
theory at a higher rate due to the Career Services App acting as
a catalyst for growth
– The opportunity to move from the adolescence phase of career
development to the early adulthood phase comes from the utilization of
the App
Social Cognitive
Career Theory
• The Career Services App aligns with self-efficacy, a cornerstone
of this theory 7
– Students and employers will be in control of their profiles and selection
criteria, respectively
• The App will increase self-efficacy as well as align the personal
goals and interests of the students with congruent employers’
criteria
• The App will help students examine all possible career
opportunities, thus providing them with the necessary support to
develop professionally
• The App will help eliminate perceived boundaries to careers,
thus increasing students’ self-efficacy
Congruenc y:
Theory to Goals
• Provide additional opportunities for students to engage
with Career Services through Facebook in addition to the
Career Services Office and existing HIRE system
• Link recruiters to prime job candidates easily and early
(Potentially as soon as students opt-in to the App)
• Allow students and employers to build and view profiles to
match up key interests
Career Services
Engagement
• “Every OSU Student engage with Career Services”
– The provision of a Facebook App gives students another route to
access Career Services
– With 90-95% of college students on Facebook, 8 the Career
Services App extends the reach of an already strong office and
online operation
– According to Donald Super’s career development theory,
individuals’ formation of self-concept can be augmented by the
use of the App
Be The Recruiters’
Choice
• “OSU be the campus of choice of recruiters”
– Easily connect recruiters to potential employees through an
automated system
– Provide a multidimensional perspective on potential employees
so recruiters can find the best matches for their listings
– Allow recruiters to utilize a popular, quickly-evolving channel of
communication to connect with potential employees
Relationships With
Employers
• “We build strong relationships with our constituents”
– Enable companies to maintain a real-time connection with OSU
Career Services and potential employees through continuous
matching of profiles to criteria
– Allow a constant stream of candidates to employers based on
profiles
• If employers’ criteria change, so will the student profiles filtered by the App
– Through the streaming of potential employee profiles, ensure
consistent alignment of employers’ values, ideals, and mission
Reclaiming
Facebook
• Students must take pride in their profile, as it functions as an
extension of self 9
• Facebook can serve students as a resume
• Profiles, groups, and friends can be used to legitimize students’
assumed social capital 10
• Social capital can be further utilized to build other relationships
• Relationships are key to the support and strategy 4 of the
important transition from college life to the professional world
A Departmental
Template
• Other departments could utilize the Career Services App as
employers of interns or student employees
• Departments could implement their own iterations of the
App to facilitate student involvement through automated
profile creation and subsequent profile review
• Examples:
– Counseling reaching out to disconnected, uninvolved students
– Student Activities advertising to students with congruent interests
– Campus Recreation advertising intramural teams to former High
School athletes
Difficulties
• Integration phase and alignment with current HIRE system and
office practices
• Cost associated with staffing for development of a Facebook App
– It may be possible to bring a student employee on to develop and
maintain application
• Missing out on the 5-10% of students not on Facebook, 8 and
catering to those who may not be “Facebook Savvy”
• Equal Opportunity Employer regulations: employer profiling
through Facebook
– Potential bias or discrimination based on profile information
– Pictures are not included in student profiles
Departmental
Integration
• The App will be developed and tested over a summer when
campus population is low
• Incoming student notification will be done through “Welcome
Week” orientation programming which introduces students to
campus resources
• Existing student notification will be done through the existing
Career Services Facebook Page or OSU email
• The App does not restrict students based on campus location- it
will unify the student body of four campuses in its pursuit of
career placement
Benefits of the
App
• Students
– Makes jobs more attainable
– Broadens horizons to other
opportunities
• Employers
– Identifies quality candidates using
cost effective means of advertising
– Gives access to a larger candidate
pool
• University
– Helps department achieve mission
and goals
– Increases potential for job
placement following graduation
Conclusions
• Career Services seeks to engage with every OSU Student, with
recruiters, and with potential employers
• The Career Services App creates a third link between
employers, students and Career Services, building on an
already strong office presence and the HIRE System
• The App automates candidate to employer matching, providing
lists of candidates updated in real-time
• Departmental goals are further reinforced by the integration of
the App
• Similar Apps can be developed to serve a variety of offices
within the division of Student Affairs
References
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HireOSUGrads: an online system for connecting potential employers to candidates. More information at
http://www.hireosugrads.com/2/Home.aspx
Zuckerberg, M. (2010). 500 Million Stories. Retrieved from http://blog.facebook.com/blog.php?post=409753352130
Personal Experience with Oklahoma State University “Welcome Week” site beta, Fall 2010. Witnessed students register for
OSU Social networking site for Welcome Week. The site saw few updates and new information after welcome week and
users migrated to more substantial networks like Facebook.
Schlossberg, Nancy K., Waters, Eilnor B. and Goodman, Jane. Counseling Adults in Transition Linking Practice With Theory.
New York: Springer, 1995.
Oreilly, Tim, What is Web 2.0: Design Patterns and Business Models for the Next Generation of Software. Communications &
Strategies, No. 1, p. 17, First Quarter 2007. Available at SSRN: http://ssrn.com/abstract=1008839
Brown, D, and Brooks, L (Eds), ‘Career Choice and Development: Applying Contemporary Theories to Practice’, San
Francisco: Jossey-Bass, 2002.
Brown, S. and Lent, R. (1996). A social cognitive framework for career choice counseling. The Career Development Quarterly,
44, 355-367
Stutzman, F. (2006). Student Life on the Facebook. Retrieved from http://fredstutzman.com/pubs/stutzman_wp3.pdf, Ellison,
N., Lampe, C., Steinfield, C. (2008). Changes in Use and Perception of Facebook. Retrieved from
http://delivery.acm.org/10.1145/1470000/1460675/p721lampe.pdf?key1=1460675&key2=2684140721&coll=GUIDE&dl=GUIDE&CFID=81997560&CFTOKEN=43185568
Bargh, J., Fitzsimons, G., McKenna, K. (2002). Can You See the Real Me? Activation and Expression of the “True Self” on
the Internet. Journal of Social Issues, 58(1). Retrieved from http://www3.interscience.wiley.com/cgibin/fulltext/118911208/PDFSTART?CRETRY=1&SRETRY=0
Grasmuck, S., Martin, J., Zhao, S. (2008). Identity construction on Facebook: Digital empowerment in anchored relationships.
Computers in Human Behavior, 24(5). Retrieved from
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.168.4349&rep=rep1&type=pdf