Using the Power of Social
Media to Attract Talented
Workers with Disabilities
March 21, 2013
Debra Ruh
CEO and Founder
Ruh Global
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ADA National Network Centers
1-800-949-4232 [voice/tty]
adata.org
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Introduction
 Debra Ruh founded Ruh Global in 2012. Ruh Global is
a Strategic Marketing firm that allows organizations to
connect and integrate the community of PwD and their
families. Our services will enable corporate and public
organizations to easily navigate the legal maze and
confusing messages about and from the community of
PwD.
 Ruh Global provides innovative yet personal marketing
and communication consulting with a superior level of
expertise and strong professional reputation.
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Introduction (cont.)
 In 2001, Debra founded TecAccess, the leading provider
of accessible Information & Communication
Technologies (ICT). TecAccess merged with SSB BART
Group (SSB) in April 2011 and Debra took on the role as
the Chief Marketing Officer for SSB until December
2012.
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Consider This…
 Right now someone is likely to be
“Tweeting” about your company
 Right now someone is likely to be
blogging about your services
 Right now someone is likely to be
talking about us in an online social
forum – #USBLN2012
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NEWS FLASH!
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What is Social Media?
 Social Media, also known as “Web 2.0,”
is a category of sites that are based on
user participation and user-generated
content.
 They include social networking sites such
as LinkedIn, YouTube, Facebook,
Twitter, Flickr, LinkedIn, Pinterest,
Google+, etc.
NEWS FLASH!
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Understanding The Terms
Social media/Emerging media?
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The use of telecommunications to interact
with others online through the sharing of
words, pictures, video and audio.
Begins with a virtual representation of each
user (a profile), his/her social links, and a
variety of additional personal/professional
information
Networks become richer with more
personal connections and more diverse
ways to spread and gather information
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Social Media 10 yrs old & growing
Though online social platforms such as chat rooms or
message boards have been around for decades, it’s been
only recently that they’ve found mainstream reception.
Most came online around 2004 and 2005.
 Facebook: Over a billion users by the end of 2012
 YouTube: Hundreds of millions users, 2 billion videos
watched daily. 24 hours of video uploaded per minute.
 Twitter: 400 million users as of September 2012
 LinkedIn: 100+ million users, mostly business-oriented as
of July 2012
 Pinterest: 10.4 million users mostly women as of Feb
2012
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Social Media Terms - Blog
 Blog - Blog is a word that was created from two words:
“web log.” Blogs are usually maintained by an individual
or a business with regular entries of commentary,
descriptions of events, or other material such as
graphics or video. Entries are commonly displayed in
reverse-chronological order. "Blog" can also be used as
a verb, meaning to maintain or add content to a blog.
http://en.wikipedia.org/wiki/Blog
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Social Media Terms - Blogger
 Blogger - Blogger is a free blogging platform owned by
Google that allows individuals and companies to host
and publish a blog typically on a subdomain. Example:
yourblogname.blogspot.com
http://www.blogger.com/
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Social Media Terms - Friends
 Friends - No, not your pals you play poker with on the
weekends. We're talking Facebook friends. These are
individuals you consider to be friendly enough with you
to see your Facebook profile and engage with you.
https://www.facebook.com/find-friends
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Social Media Terms (1 of 4)
 Hashtag - A hashtag is a tag used on the social network
Twitter as a way to annotate a message. A hashtag is a
word or phrase preceded by a “#.” Example: #disability
and #USBLN2012. Hashtags are commonly used to
show that a tweet, a Twitter message, is related to an
event or conference, online or offline. Also Proper
Names use @ sign. Example: @debraruh or @USBLN
 Like - A “Like” is an action that can be made by a
Facebook user. Instead of writing a comment for a
message or a status update, a Facebook user can click
the "Like" button as a quick way to show approval and
share the message.
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Social Media Terms (2 of 4)
 Platform - the framework or system within which tools
work. That platform may be as broad as mobile
telephony, or as narrow as a piece of software that has
different modules like blogs, forums, and wikis in a suite
of tools
 Post - an item on a blog or forum.
 Retweet - A retweet is when someone on Twitter sees
your message and decides to re-share it with his/her
followers. A retweet button allows them to quickly resend
the message with attribution to the original sharer's
name.
 Sharing - offering other people the use of your text,
images, video, bookmarks or other content by adding
tags, and applying copyright licenses that encourage
use of content.
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Social Media Terms (3 of 4)
 Social networking sites - online places where users
can create a profile for themselves, and then socialize
with others using a range of social media tools including
blogs, video, images, tagging, lists of friends, forums and
messaging.
 Tags are keywords attached to a blog post, bookmark,
photo or other item of content so you and others can find
them easily through searches and aggregation. Tags
can usually be freely chosen - and so form part of a
folksonomy - while categories are predetermined and
are part of a taxonomy.
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Social Media Terms (4 of 4)
 Trend - A trend is seen on every social network.
Facebook shows what is trending when multiple users
are sharing the same link or discussing the same topic.
Google+ highlights trending topic when a user conducts
a search. Twitter has a section to the bottom right of its
home feed which clearly shows what topics and
hashtags are trending in tweets. And LinkedIn shows
what industries (in LinkedIn Today) that a certain story is
popular.
 URL- Unique Resource Locator is the technical term for
a web address like http://www.RuhGlobal.com
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The Future
 Despite some obstacles, PwD are extremely
involved
 More and more involvement due to technology
improvements
 Growing awareness – millions of users /
customers
 Mobility and other barriers to interaction do not
preclude inclusion any longer
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Here comes the Big Boom…
 This is clearly not your father’s Oldsmobile!
 More than 60% of Baby Boomers already use
social media - and growing
 76 million in the Baby Boomer generation, a
very social bunch
 New expectations by the Boomer generation
about remaining involved, plugged in
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How do I begin in marketing myself?
 Social media is about conversations and networking.
 You need a game plan. Decide what you want to
accomplish. Are you looking for a job? Do you want to
change careers? What are you passionate about? Do
you want to become a Thought Leader?
 Find the conversations to join. For example, if you’re
targeting people in business or specific careers or jobs,
then LinkedIn is possibly the best place to start.
 Good way to proceed is to look for groups: are the active
groups on the social site interested in what you can help
with? If so, then potentially that is a good place to start.
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Looking at Platforms…
 Let’s take a look at current trends
and future projections
 As we scroll through the next slides
let’s have a discussion about how
each of these new technologies can
impact both your business
environment and your quest to hire
and communicate with customers
with disabilities
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Mobility
49 million people in the U.S. owned
smartphones in May, up 8.1 percent
from three months earlier. Led by
BlackBerry, Apple, Microsoft and
Google’s Android operating systems.
Of those users:
 32 percent browse the Internet
 30 percent use apps
 21 percent access social media
sites or blogs
 The majority of usage is data/text,
not phone service
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Integration
Facebook now allows websites to integrate it into their own
blogs or websites. It works best on sites with frequently
updated content. How?
 “Like”/“Recommend” button: Lets visitors to your site/blog
“like” or recommend an article, video or other content
and comment on it
 Visitor activity is shown on their Facebook page and
others’ News Feeds, expanding your distribution network
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Integration (cont.)
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Location-Based Services
 Location services let people with a mobile device
(iPhone, BlackBerry, Android) “check in” at
businesses, events and more.
 Users earn badges and
keep a running tab on
places they visit, can see
who else is nearby, learn
about deals and get tips
from others who have
been there before.
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Social Media and Recruiting
 89% of Companies will use Social Media for recruiting in
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2011. Up 6% from 2010.
1 of 3 employers rejected candidates based on
something they found about them online
14.4 Million people have used social media to find a job
in 2011
24% Managers found good candidates from social
media profile
65% Companies that have successfully used Social
Media
55% Companies that plan to invest more in social media
recruiting in 2011
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Social Recruiting
 Simply tweeting out a link to a job posting will get you
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visibility and viable candidates. But to really reach your
target audience - Join the conversations
Learn what is important to the targeted community
Know Your Audience
Learn the language and industries
Get Creative (Make your message stand out)
Be Open in Return (share information and communicate)
Take the time to brand your firm as a Employer of
Choice
Cultivate your social media presence your brand will
allow you to incorporate job announcements.
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HR Managers & Social Media
 92% of Hiring managers in 2010 used or
plan to use social media to recruit
 86% in Linkedin
 60% in Facebook
 50% use Twitter
 56% (up from 54% in 2008) HR
Professionals that use networking websites
to source potential candidates
 1 out of 5 employers use Social Networking
Sites to Research Job Candidates
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Recruit via LinkedIn
 Recruiters are posting positions on social media sites like
LinkedIn Groups (free) or LinkedIn Talent Advantage.
 Join LinkedIn Groups that focus on people with
disabilities
 Professionals with Disabilities
 Job Opportunities for Individuals and Veterans with
Disabilities
 USBLN (US Business Leadership Network)
 AAPD (American Association of People with
Disabilities)
 COSD (Career Opportunities for Students with
Disabilities)
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Recruit via Facebook
 Place positions for free in the Facebook Marketplace
 Ad will require location, job category, subcategories,
title, description and allow post an image
 Facebook Pages
 Use your Facebook Page as a recruiting tool.
 You can also post job openings for your fans to see
 Facebook Ad
 This is another option that allows a laser targeting
ability
 This is a pay per click (how many people clicked on
your ad) OR pay per impression (how many people
potentially saw your ad)
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Recruit via Twitter
 Twitter can be powerful for smaller companies or a
recruiter who wants to get an edge.
 Only 140 characters but you can tweet short messages
with a URL
 Increase your network by including hashtags like
#disabilities, #accessibility, #inclusion, #employment,
#jobpost, #career, #staffing, #hiring
 You can also engage with candidates and follow the
topics the tweet about with messages like:
• Stop by our job fair or career expo
• Check out more positions at www.company.com
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Pinterest
Where The Ladies At?
 Pinterest. 2 Million Daily Facebook Users, 97% Of Fans
Are Women
 Pinterest now has over 10.4 million registered users, 9
million monthly Facebook-connected users, and 2 million
daily Facebook users.
 With gorgeous photography, and links to travel and
shopping, Pinterest is becoming an obsession for flocks
of women.
 AppData and Facebook’s advertising tool show that over
97% of Pinterest’s Facebook fans are women.
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Pinterest & Recruiting
 Creative Positions – Allows a slick place for creative
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people to pin their portfolios
Allow a job seeker to share resumes and other content
Allow both recruiters and job seekers to find content via
hashtags. Instead of cool – add #disabilities and
relevant comments about pinned content
Boards can be filled with content showing recruiters the
Thought Leaders in a space
Could allow recruiters to quietly observe the content
Allow recruiters to brand their firm as “Employers of
Choice” by pinning articles and PR about the firm
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Debra Ruh’s Pinterest
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Other Options
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Craig’s List
Disaboom
Disability Scoop
ODEP EARN
Getting Hired
Disability Specific Sites
 NFB (National Federation for the Blind)
 AFB (American Foundation for the Blind)
 Easter Seals
 United Way
 The Arc
 UCP (United Cerebral Palsy)
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Recruiters are also using…
Recruiters are using Social Media to post positions and
chatter with candidates. However they are also using it
to:
 Determine Culture Fit
 Personal Branding Inconsistencies
 Written Communications Skills
 Trending Health Issues
 Lifestyle Changes
Some recruiters are using it at a deeper level sometimes
before the first conversation ever happens and in those
case a candidate is rarely given the opportunity to
clarify, retract or explain…
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ROI of Using Social Media
 Social media recruiting can allow employers
to target diverse candidates.
 It can also allow an employer to get to know
a candidate a little better.
 Are they a leader in the community?
 Are they knowledgeable in their field?
 Using tools like LinkedIn, Facebook and
Twitter takes recruiting back to its grass root
day of networking but in the digital age.
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Great Developments, But…
 A growing concern exist over the
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accessibility of such technology
Digital Divide and Social Inclusion
Platform Developers lack awareness
Like PwD, Boomers will be very loyal
customers, who wants them?
Boomers adding their voice to PwD will
be LOUD
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Accessibility Issues
 Keyboard only users would experience
varying degrees of difficulty, ranging from
a lack of links that allow them to jump
over main navigation links, to pages or
features that were effectively
inaccessible to keyboard users.
 Many graphics lack any alternative text
(or ‘tool tips’).
 Most platforms use an unlabelled
‘CAPTCHA’ (Completely Automated
Public Turing Test to Tell Computers and
Humans Apart)
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Open Discussion & Questions
*
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Resources
 USBLN – Business Leadership Network
www.usbln.org/
 Southeast ADA Center
adasoutheast.org
 Southeast TACE Region IV
tacesoutheast.org
 Ruh Global
www.RuhGlobal.com
Burton Blatt Institute
bbi.syr.edu
 ADA National Network
adata.org
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Contact Information
Debra Ruh, CEO and Founder
Ruh Global
804-749-3565
[email protected]
www.RuhGlobal.com
Follow on: Twitter, Linked-In, Facebook,
Pinterest, Tumblr @debraruh
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THANK YOU!
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Sponsors of Webinar Series
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Burton Blatt Institute – Southeast
A partnership of the Southeast ADA
Center and Southeast TACE Region IV
ADA National Network
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Questions or Help Contact Us:
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Phone:
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Disclaimer
The Southeast ADA Center is authorized by the National Institute
on Disability and Rehabilitation Research (NIDRR) to provide
information, materials, and technical assistance to individuals and
entities that are covered by the Americans with Disabilities Act
(ADA) and its Amendments under Grant No. #H133A110021.
However, NIDRR is not responsible for enforcement of the ADA.
For more information or assistance, contact your regional ADA
Center via the ADA National Network at adata.org or call 1-800949-4232 [voice/tty].
The information, materials, and/or technical assistance are intended
solely as informal guidance, and are neither a determination of your
legal rights or responsibilities under the Act, nor binding on any
agency with enforcement responsibility under the ADA. The Burton
Blatt Institute (BBI) at Syracuse University does not warrant the
accuracy of any information contained herein. Any links to non-BBI
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nor do they constitute an endorsement by the BBI of the linked
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