Senior Managing Editor for Jobs & Career Development at LinkedIn News
Social media has not only become a place to share industry thoughts, inspire others, and build your community. You can also use it to land a job.
The way you construct your personal brand on LinkedIn, Twitter, TikTok, etc., can attract hiring managers and recruiters. Your accounts can also be their first look into who you are during the hiring process.
“When job searching, it is highly likely that the recruiter, the hiring manager, or even your future team, will Google you,” said Sarah Johnston, who is the founder of Briefcase Coach and an executive resume writer. “LinkedIn is typically one of the top 10 websites on the first page of a Google search result.
“So, it's highly likely that if someone searches for you, they will find your LinkedIn page. You want to make sure that you are telling a professional story, the right story, that you want your audience to know about you.”
Know Who You Are
When trying to use your social media profile to land a job, gain clarity about the type of audience you want to attract.
Ask yourself, “Who are you? What's your value proposition? Where are you headed? And what skills or qualities are important in that future role?” said Johnston.
She also suggested using words on your LinkedIn profile that someone would utilize to search for you in your skillset. Also, be clear on your value proposition.
For example, showing that you are an engineer, have a consulting side business, and are on a board can be too much to create content around during the job search process. Instead, choose the sector where you want to land a job and target your content to that audience.
“Thought leadership is powerful,” Johnston said. “When you consistently create engaging and insightful content, you position yourself as a leader in your space. I have seen people do a really nice job of attracting eyeballs to their LinkedIn page because they've created such thoughtful content. Eyeballs lead to conversations and conversations lead to potential opportunities.”
Consider starting with the basics when you begin creating content.
“You could write a paragraph explaining your perspective on [a recent professional experience],” said Mandy Tang, who is a career coach and founder of Rose Gold Careers. “If you have graduated from a boot camp or received your certification in something, write about that.”
Networking Is Key
If you aren’t ready to create content, comment on other professionals’ posts with whom you want to build relationships.
“Think about who the decision makers are that [you] need to build relationships within [your] job search,” Johnston said. “Build an Excel spreadsheet and list profiles of people that you want to start tracking. If they post something on LinkedIn, engage with that. Share something thoughtful that adds value to the conversation. Don't just say, ‘I agree’, or ‘good job.’”
Johnston also suggested using Inmails and direct outreach to score new opportunities.
“I know job seekers can be hesitant to reach out to people they don't know,” Johnston said. “But LinkedIn is a connecting website. It all comes down to how you craft your outreach message and how you ask someone.
“Start with a really small ask. Try, ‘Hey, I'm thinking about this’ or ‘I know that you have experience in this. Which of these two do you recommend?’ The easier you make it for someone to respond, the more likely they will respond.”
Customize Your Content
Customize your content for different social media platforms. LinkedIn is geared more towards narratives, Tang said. On TikTok, you want your content to entertain and engage.
“TikTok is all about authenticity,” Tang said. “The barrier to starting on TikTok is pretty low because it doesn't have to be aesthetic. It can just be you in your room talking about how you got started.
“What are some of the questions that you normally get [when] people are trying to network with you? Write down a list of the top 10 questions that you get. How did you get started in your field? What's the most interesting thing? What's the typical career progression? Do a video for each one and answer those questions.”
Tang recommended creating one-minute videos for TikTok that have a hook in the first five seconds, and to experiment with different content creation styles.
Once you have built up your audience on TikTok, consider adding, ‘follow me for more tips on [your field]’ in your profile, Tang said. That can also help you land a job.
To find out more about how to build a personal brand and leverage it for career opportunities, read here.
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