Mediaboss Marketing

JobStreet by SEEK has continued its initiative to empower companies in the search of better candidates in 2023 through a series of videos in line with its latest campaign, Hire Real Talent, which uncovers the realities of hiring on social media.

This comes as JobStreet understands that social networking channels are proven to be an effective way of communication, but using them for seeking talents may be more inefficient than hirers thinkand this video series depicts a witty take on real-life scenarios and challenges among employers that use social media for posting their job vacancies.

Aside from encouraging recruiters to utilise legitimate job platforms in their recruitment process, JobStreets video series attempts to show the truth behind social media recruiting: when you hire through social media, chances are you have no idea who you're interviewing.

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The first video depicts an applicant who resembles the avatar of a newly set-up social media account, illustrating anonymity, a lack of character, or a genuine identity. Similarly, the second video demonstrates the difficulty of recognising the true applicant whose profile photo is a family portrait. Finally, in the last video, JobStreet displays an applicant with experience working somewhere fictitious, portraying a lack of professionalism and accurate information.

It is challenging to discern between legitimate and fraudulent accounts when users are not required to authenticate their identities or credentials on most social media platforms. In addition to that, most social media users do not present themselves professionally and have little to no work experience information. This limits the recruiters opportunity to fully examine their applicants based on their criteria.

While social media is a convenient tool to share information, Jobstreet wants to let hirers know that not everyone in your following or likes is looking for jobsand the best and most appropriate way to recruit active jobseekers is to reach out to where they are searching for opportunities, and that is through official job platforms, said Kim Viray, head of marketing,JobStreet Philippines.

He added: In today's competitive and fast-changing world, we recognise the challenges that come with the hiring process, which is why we continuously empower hirers and provide them solutions that they need on top of offering a platform with millions of quality and qualified candidates.

MARKETING-INTERACTIVE has reached out to Jobstreet for more information.

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JobStreet names new Indonesia managing directorLinkedIn adds more templates and customisable formats to push visual contentWill LinkedIn's rampant phishing scams hamper its professional credibility?

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JobStreet uncovers realities of hiring on social media with new ... - Marketing Interactive

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Wednesday, April 19, 2023

Media Contact: Sydney Trainor | Communications Specialist | 405-744-9782 | sydney.trainor@okstate.edu

Barricades are up and caution tape is rolled out as construction crews have set up their trailers to begin construction on Oklahoma State Universitys new Central Market Place.

The construction is in response to a need to address outdated facilities, the desire to elevate dining on campus and the passion for enhancing student dining. The University Dining Services (UDS) facility will replace the current Kerr-Drummond dining complex.

With funding from auxiliary services, the $22 million structure is being built by CMSWillowbrook and will be located in the parking area just southwest of the Kerr-Drummond towers and east of Village E. Upon completion, the 31,000-square-foot facility will have the capacity of almost 300 guests.

Central Market Place will feature four concepts in a modern, open seating atmosphere that includes a covered patio area with views of campus activities.

We get a lot of feedback about dining on social media, and we really listen to what the students are saying and try to put a lot of thought into these concepts based on feedback that we've received, said Debbie Shotwell, Student Union Marketing assistant director.

Central Market Place will house a unique ghost kitchen" concept, known as Byte.

Byte will serve a rotating menu of diverse offerings. This can be thought of as a virtual restaurant operating as a digital storefront. The guest places their order via an app or kiosk and the food is prepared in the back of the house and delivered through a locker-style system.

We think that the food locker concept with ghost kitchen gives us more flexibility to change our menu offering throughout the semester, said Vedda Hsu, director of UDS. We can have student tastings and voting time to see what kind of trendy things we want to offer to students.

Byte is one-of-its-kind across college campuses in the region, according to Hsu.

[Students] all say they want more fresh options, healthy options, different types of food, and all of these offer and provide that to our students and this gives us that flexibility, Shotwell said.

Just like its counterpart in the Student Union, Caribou Coffee will serve its traditional and specialty drinks. The popular established franchise will also serve a selection of bakery items.

We see every college put the coffee concept inside their building, but with our college campus spread out, we think the Central Market Place is a good place to put another familiar brand in there for students to enjoy, Hsu said.

After making its campus debut in the Kerr-Drummond dining complex during the fall 2022 semester, 405 Deli will transition over to the Central Market Place. This self-branded sandwich concept offers a Stillwater-inspired menu consisting of gourmet sandwiches and salads.

For our 405 Deli, once we move into the new facility, we are going to expand the menu to add breakfast options as well, Hsu said.

The soft launch in Kerr-Drummond allowed UDS to evaluate and make adjustments to the familiar brand before the transition to the Central Market Place.

The 1890 Market is a rebranding of OSUs largest on-campus convenience store currently operating in Kerr-Drummond Twenty Something.

As with all UDS campus convenience stores, the 1890 Market will house a selection of groceries, grab-and-go items, snacks and necessities. This convenience store will have increased shopping space providing an expansive selection of products.

We expanded the offering for not just a convenience store as most of the students and staff faculty know it's kind of a small grocery store type, Hsu said We want to be able to offer some fresh produce and a variety of different options into the new building. That's why we rebranded.

Along with the four vendors, the Central Market Place will feature a covered outdoor seating area opening up to the sand volleyball areas outside the Villages. The architectural design by KKT/Baker Group features open spaces with comfortable furnishings.

The reason for the open space, in both dining areas, is that in case student groups need to utilize our space to house an event, its easy to rearrange the furniture, Hsu said.

The flexible space can accommodate summer conference groups as well as high-top and soft seating for people to relax or plug devices in and work.

Within the next month or two is when you'll really start seeing construction. They'll start putting the concrete foundations in and start setting steel. The goal is by the end of 2023, all the steel will be set and we'll be closing in the building, said April Ebey, assistant director of construction services at OSU Long Range Facilities Planning.

The projected opening date for Central Market Place is the Fall 2024 semester. Upon completion of the project, the Kerr-Drummond complex will be demolished and replaced with student parking.

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President Joe Biden signed a congressional bill late last year banning TikTok on federal government devices, and now more than half of the states, including Iowa, have followed suit.

There also is talk in Washington about banning the app altogether because it is owned by a Chinese company, ByteDance, with officials fearing user data being accessed by the communist government.

Often omitted from discussions about the popular social media app patronized by more than 1.5 million Americans is the impact on influencers who depend on the platform for their livelihood.

That also has tax implications.

Social influencers increasingly are commanding marketing and advertising dollars that once went to legacy media, such as newspapers. Total influencer spending in the U.S. is projected to hit $6.16 billion this year as opposed to $5.51 billion for newspapers.

Instagram, by far, commands 44.6% of influencer dollars, followed by YouTube, 17.7%, and TikTok, 17.1%.

Influencers receive free gifts, hospitality and other amenities, not included in the above figure. The field also is monitored closely by the Federal Trade Commission, with legal consequences for those who fail to disclose endorsements and other connections with corporate brands.

In 2021, the FTC sent notice of penalty offenses to some 700 businesses concerning deceptive practices in such venues as customer endorsements, testimonials, reviews and influencer marketing.

The agency recently settled for $9.4 million with Google LLC and iHeartMedia for airing a whopping 29,000 deceptive endorsements by radio hosts who promoted the Pixel 4 phone without ever actually using it.

FTC rules support truth in advertising laws. Media outlets and influencers must disclose their brand partnerships in clear, unambiguous language. In other words, they cannot drop a phrase about that partnership in the body of a review about a product or require a viewer to click a link for that information.

If the endorsement is in a photograph, without text, such as might appear in the app Snapchat, the disclosure has to superimposed on the image itself. If accompanied by text, the sponsorship or paid advertising has to be in a prominent upfront position.

In videos, the disclosure should be in the description and spoken about during the session or superimposed on it.

Olivia Hanson, a New York-based social influencer and graduate of Iowa State University, currently is a campaign manager on the business development team at Dotdash Meredith. Her video segments do not interfere with her day job, she says, because the brands that I work with on an influencer basis reach out to me via my personal email. As such, she notes, there is no conflict of interest between the two.

Hanson also maintains a comprehensive personal website that includes brands she has worked with as well as her activities across media platforms, including influencer work on Instagram and TikTok.

Hanson says she and counterparts are under no obligation to post about products unless they are under contract with the brand. However, she adds, companies are gifting in good faith in hopes that youll post something. Many are open to constructive criticism if an influencer doesnt like the product or service for whateverreason.

In addition to following FTC guidelines, Hanson believes that disclosures build trust and community.

Product review videos require a lot of work. It starts with concept ideation for a video, research on whether or not itll resonate with my audience, then producing the video, then editing, then planning the social post. Its no small feat!

Here are samples of her work from TikTok.

Reputation plays a big role in product reviews, she says. Honesty remains the best policy if you want to enhance your audience.

As for TikTok, Hanson gives a reasoned answer. If it is better for America to ban the application, she accepts that, However, something would have to come in its place considering the amount of people, information, and commerce that happens there now.

That commerce also can be taxed, which often comes as a surprise to an influencer whose posts go viral. State and federal governments worried about TikToks algorithms and service terms might pay more attention to the fiscal impact of banning the platform.

The IRS believes influencer payments, gifts and other amenities are all taxable, typically requiring a 499 form. Turbo Tax has TikTok-styled videos to help influencers navigate the tax code.

Banning TikTok will affect tax receipts until that revenue flows to other social media, primarily platforms like Facebook, Instagram, YouTube and Snapchat.

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Social influencer ethics and the implications of a TikTok ban - Iowa Capital Dispatch

Sports fans watching hockey on TNT and TBS may have seen stars from across the NHL trading stories about hockeys biggest hype man: Gordo St. John.

But just who plays the mysterious fictional character that even Wayne Gretzky has an encounter with?

Heading into Warner Bros. Discoverys first year as the home of the Stanley Cup finals, the company enlisted NY Rangers fan and Stranger Things star David Harbour to headline its cross-platform promotional campaign, where his character has been hired by the NHL on TNT teambut Gordos ideas might not always be the best.

The full spot unveiling Harbour as Gordo St. John premiered Tuesday night on TBS during Game 1 of the Rangers vs. Devils series.

Last week, the first teaser debuted across NHL on TNT, B/R Open Ice, NHL on TNT studio talent, and NHL league and club social talent. In a single day, it pulled in 1.5 million views and over 100,000 engagements, also running across the WBD portfolio through Mondays opener.

Gretzky, Liam McHugh, Anson Carter, Paul Bissonnette and Henrik Lundqvist are heavily featured in the campaign, as well as a host of other top players from across the NHL.

Harbour, who is a frequent presence at Madison Square Garden to cheer on the Rangers, told Adweek that his part of the campaign was shot in a single day and included him getting hit in the face by a rubber sea urchin shot by Biz [Bissonnette].

Those guys are all very funny, from the creatives who wrote the script to our inventive director to those nuts that sit behind the desk and call the games who graciously played with me for a day, Harbour said. They were very open to my ideas, but I had seen the other spots theyd worked onlike the Ted Lasso and the Bryan Cranston baseball oneand I knew if I just did what they had written, Id be well served.

For Harbours part, he was eager to participate in the campaign because he was told that if I did this, theyd give the Stanley Cup to the Rangers this year.

I am a hockey fan, I am very happy that Gordo St. John and his terrible ideas are fictional, but yes, its a dream to have Gretzky talk about you in an interview, even if its all pretend, Harbour added.

Done entirely internally, and creatively led by Tyler Lassiter, the full-length spot will run across WBDs portfolio and in paid placements across social, digital, CTV and linear. In addition, a finals-specific version will launch closer to the championships.

Since this is the first year weve had the Stanley Cup [finals], the company has really rallied around this as an effort, Ed Romaine, svp and head of marketing and brand development at WBD Sports, told Adweek.

That also involves partnerships across WBDs portfolio, including a CNN takeover, OOH campaigns and Food Network spots.

Im excited that everyone was together and provided support to make sure it felt like a marquee event for the company, Romaine added.

The concept for Gordo St. John was created last season, and WBD shot footage with players during the NHL player media tour in the offseason, which then became the teaser.

We were trying to come up with something that was creative and innovative. David Harbour has a great resonance universally because of Stranger Things, said Romaine. We wanted to thrill and get core fans excited, but also make the game approachable and funny to folks that are more casual so they feel like they cant miss out.

The NHLs marketing team described WBD as phenomenal partners, and the two groups have been in collaboration since early in the process.

Theyve been very open to our input and feedback, and we as a league value all of our rights holders and the talent and input that they bring, Casey Hall, the leagues svp of marketing and consumer insights, told Adweek. But we also enjoy having a seat at the table and being part of those conversations so that we can coordinate and plan what we at the league are going to do so that were complementary to each other.

Warner Bros. Discovery learned last year that social marketing can play a huge role in growing fans of the game and leaned into digital efforts to get the Gordo St. John campaign on a wide radar.

We feel things like the image campaign and tune-in spots really cover the core fan, while were trying to evangelize a little bit broadly into more of a casual fan as well, Romaine said.

Digital and social is a key component of the media mix for us, added Hall. Its critical to expand reach, to reach younger audiences and to reach audiences who may not already be on the linear networks and platforms that were advertising on.

WBD is already planning potential offshoots for the Gordo St. John campaign, including a blooper or outtake reel, limited-run merchandise and other ways to popularize the character.

In addition to the campaign with Harbour, WBD is launching a Stanley Cup-themed mini-social series on House of Highlights and B/R National for broader sports fans, and teamed up with current pro female hockey player Reagan Rust of the Metropolitan Riveters for social recaps and explainers.

The group is also supporting NHL initiatives like a bracket challenge with a Beat Gretzky league where fans can make their picks against the hockey legend, and the Stanley Cup Tour, which will see the Cup visit the B/R HQ for content and more.

Outside of WBD, the NHL also launched a playoff campaign on Monday in partnership with agency Highdive. The three spots premiered nationally Monday night across the ESPN networks and will run Tuesday night on TBS.

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Meet Gordo St. John, the Man Everyone in Hockey Knows - Adweek