Rigor, Relevance, & Relationships

Web 2.0 and Personal Branding: The New Tools for Finding Employment

Employers are now checking more than references when screening potential hires. The emergence of Web 2.0 technologies has changed the landscape of the hiring process, especially now that much of what defines us is free and available to the public on the Internet. Gone are the days when the most an employer would do is review a student's resume and call her references. A negative or unprofessional digital presence can have long lasting consequences for a budding career.

It's important that your students remain vigilant about the image they project on social media sites and elsewhere on the Web. They must realize that they are creating digital identities for themselves as they make use of social-networking sites, blogs, wikis, Youtube videos, and much more. This identity, or “personal brand,” is becoming an increasingly powerful component of the career-building process.

The Job Hunt as Digital Marketing

When they venture into the job market, students should approach it as if they are launching a marketing campaign in which they are the products. They must find ways to showcase the skills, talents, passions, and personal attributes that make them attractive job candidates.

The first step is to assess what's already out there on them. Suggest that they set up Google Alerts to reveal what employers might see if they did the same thing. Then have them create a list of strengths. What do they feel passionate about? Ask them to put themselves in an employer's shoes: what benefit would a company gain from hiring someone with their talents?

A big step in any marketing venture is researching what's out there. There are numerous tools for getting information about companies. One of the best is LinkedIn. This social-networking site for job seekers can help students learn about a company's organizational structure and provide curriculum vitae glimpses of employees in positions similar to the ones they want.

Get Out There

After researching what's already on Internet, it's time for students to take the leap and make their digital presence known. A blog should be the central hub of their personal brand. It's easy and free to create one, but it takes a commitment to maintain. They should update their blogs at least once a week. A blog can let them convey interests, share information relevant to readers, and showcase achievements.

Twitter has also become a powerful tool for establishing a personal brand. This "micro-blogging" site can help students connect with followers that share their interests as well as companies for whom they'd like to work. Though they're limited to 140 characters per post, students can provide followers with updates on their job hunts, links to pertinent articles, and new blog-post announcements.