KU Career Center

For this class assignment I was to choose a subtopic of social media usage.

Social media has reached a point that it is a factor is almost every aspect of our lives, including the job market. I thought the idea of promoting online professionalism to college students was very interesting, so I chose it as my subtopic.

THE ASK:

Generate awareness of online professionalism among University of Kansas Students and Drive KU students to engage with KU Career Center and its social posts related to online professionalism.

Research:

Situational Analysis

First I conducted a situation analysis to explore the significance of social media for networking and career advancement, particularly for University of Kansas students nearing graduation. As a digitally native generation, Gen Z often views social media as a personal space. Employers are increasingly aware of their online presence, with 70% of recruiters expecting clean profiles. While platforms like LinkedIn are recognized for professional networking, personal social media can also be leveraged to market creativity, character, and community involvement, enhancing employability. Gen Z’s digital fluency positions them to curate social media strategically, blending personal branding with career aspirations.

The analysis also highlights resources like the University’s Career Center, which offers career prep and alumni networking but could benefit from enhanced social media integration. Incorporating engaging content and alumni advice on platforms like Instagram could further support students in navigating a competitive job market and overcoming perceptions of workforce unpreparedness. By utilizing social media purposefully, students can stand out as adaptable, self-aware candidates in a digital era.

SWOT Analysis

The key takeaways from this SWOT analysis highlight that while the University of Kansas career services center offers comprehensive, individualized support, outreach programs, and tailored resources with strong employer connections and accessible advising, it faces challenges in providing personalized attention to all students due to resource constraints and limited geographic reach with employers. Opportunities exist in integrating AI and data analytics for personalized guidance and expanding partnerships with industries, but the center must address budget limitations, changing student expectations for immediate, digital services, and competition from external providers to remain effective. Additionally, stronger alignment with academic departments could enhance work-integrated learning opportunities.

Persona:

In addition to conducting a situational analysis and SWOT analysis I developed a persona using peer interviews, social listening, and the research I had previously learned.

Strategies and Tactics:

When developing strategies and actionable tactics to reach University of Kansas students and emphasize its importance in the job search process I found three highlights:

Crafting a Professional Online Brand: Educating students on using their digital presence to market themselves effectively, supported by tactics like paid social media ads, career fair booths, collaborations with student media, and alumni video testimonials.
Digital Etiquette as a Job Skill: Positioning online professionalism as essential, through infographics, paid promotions, and engagement with student media outlets to raise awareness.
Actionable Guidance from Trusted Sources: Sharing practical tips from alumni and recruiters via videos, student-produced news features, and partnerships with the KU Alumni Association to inspire students and build confidence.

The campaign employs the PESO model (Paid, Earned, Shared, Owned) across platforms like Instagram, LinkedIn, and KU media channels to reach and engage students.

Deliverables

For our final piece of the campaign we were to create one of our social posts using Adobe Express.