A guide for job seekers by The Execu|Search Group
Building
Your Online
Your step-by-step
guide to a marketable
professional image
INTRO
For today’s professionals, social networking platforms are the most effective tools for making themselves
visible and showcasing their skills, achievements, and industry expertise. As social media becomes increasingly
prominent in our daily culture, it’s reshaped the way we connect after networking events, meetings, and
interviews; it also consistently ranks top in Google searches, and as a result, your Facebook and LinkedIn
profiles are typically the first thing an employer sees when researching you as a prospective candidate.
When building your personal brand, being as active as possible on these networking platforms is an
integral part of marketing yourself to employers and professional connections. After all, having a personal
brand is only useful as long as it’s visible. So how do you properly build and showcase your personal brand
online for all to see?
It’s easy to know what not to do online — from sharing inappropriate pictures and complaining about
work to posting offensive content, many of us have seen daunting social media blunders and their
consequences in action. But what should you do, not only to maintain a professional presence but to
promote your brand? Here, we’ve broken down four major social media tools available to professionals
and how best to use them: LinkedIn, Facebook, Twitter, and blogs.
LEVERAGING
LINKEDIN
FINESSING YOUR
FACEBOOK
TRAVERSING
TWITTER
BLOGGING
YOUR BRAND
LINKEDIN
In today’s digital age, there is little doubt that LinkedIn has sparked a bit of a
recruiting revolution. With over 400 million members strong, it’s become almost
as customary as a resume and, if applicable, a portfolio. While job seekers utilize
this powerful networking platform to actively search for new opportunities,
employers leverage its technology to research their applicants as well as search
for passive candidates who might not have applied for a position, but would still
be a good fit.
That’s why a polished and professional LinkedIn profile should play a significant
LEVERAGING
LINKEDIN
role in your personal branding strategy. Although building and maintaining a
strong presence on this platform might take more initial effort upfront, your hard
work will pay off in the end. Employers and other like-minded professionals are
much more likely to connect and engage with LinkedIn users if they can see
94%
why they would be an authority in a certain area, so make sure that you are
proving your expertise with stories — not just words — throughout your profile.
Chances are, you’ve filled in all the seemingly important areas: bio, work history,
maybe even project samples. You’ve made connections and uploaded a
professional photo. Now how do you go beyond and make your LinkedIn profile
a powerful marketing tool? Check out the LinkedIn tips on the following page!
of recruiters use
LinkedIn to source
and vet candidates1
TIPS
BE CREATIVE WITH YOUR HEADLINE:
Instead of using your current title, try to be a bit more creative by writing something that describes you as an overall
professional. A strategic headline not only makes you more searchable, but is the first thing a hiring manager will
see when they land on your profile.
BE MORE THAN A RESUME:
Take your profile a step further than your resume by uploading work samples and writing a bio that includes your
career plans and professional goals. Hiring managers want to see that you’re qualified for positions you apply for,
but they also want to see a glimpse of your personality.
UTILIZE ENDORSEMENTS AND RECOMMENDATIONS:
If you want to build your credibility as an expert in a particular area, it’s advised to show, rather than tell. While it
may seem easier to write that you possess certain qualities or skills, securing recommendations or endorsements
from your network can take you much farther. After all, someone else is directly vouching for your reputation!
BOOST YOUR ACTIVITY:
To paint a more complete picture of your personal brand, join groups, share updates, follow professionals in your
field, and utilize LinkedIn’s publishing tool. When you consistently partake in discussions and share content, your
network and prospective connections will be able to see that you can back up your credentials with expertise and
interest in your field.
FACEBOOK
Facebook is the second most-visited website in the world — just under
Google — with a goal of having 5 billion users by 2030. It’s largely known
for its popularity among millennials as a personal profile, and among GenXers looking to reconnect with old classmates and coworkers, but it’s quickly
becoming an important professional tool that shouldn’t be left out of anyone’s
FINESSING YOUR
FACEBOOK
personal branding tool kit. If Facebook is one of the most-visited websites in
the world and the top social networking platform, shouldn’t you make sure
you have a polished presence on the site in order to best represent yourself?
76%
Besides using the site to search for new job opportunities, there are a number
of ways to turn Facebook into a major professional networking platform for
yourself, so check out the Facebook tips on the following page!
of social job seekers
found their position
through Facebook2
TIPS
KEEP IT CLEAN:
Before proceeding, be sure to check your privacy settings and remove any past updates and content that can
be misinterpreted. You want to ensure that any contact or hiring manager can only find appropriate and relevant
material, so if you have any doubt, always err on the side of caution.
FILL IN THE BLANKS:
Facebook allows you to go into great detail about your background, so take advantage of it. Using the “About Me” tab as
a guide, be as descriptive as you can about your employment history, skills, education, etc. Remember, any prospective
connections viewing your profile should be able to quickly discern who you are and what you have to offer.
ORGANIZE APPS, SUCH AS NOTES, SO THEY ARE CLEARLY VISIBLE:
Upload your resume to “Notes”, as well as any work you’d like to display, and make sure this section is displayed
visibly on your profile. You can easily do this by clicking the “More” tab on your page’s timeline, and selecting
“manage sections”.
BE STRATEGIC:
When it comes to personal branding, consistency is key. From your cover photo to the other social media platforms
you link to, everything should reflect your brand identity. This, of course, applies to your content. Whether you are
sharing an article or commenting on a current event, these updates should all mirror your overall image. Also,
make sure you engage with your audience on a regular basis.
TWITTER
Though it’s commonly used to live-Tweet awards shows, follow news and
current events, and comment on the latest celebrity feud, Twitter is also an
exceptional tool for professionals. Utilized correctly, it can act as a live feed of
your accomplishments, proof of your networking skills, and even a type of online
TRAVERSING
TWITTER
portfolio. However, many don’t think to use this platform professionally — or
simply don’t know how — and are missing out on a lot of branding opportunities
as a result.
58%
To make Twitter work best for you and your career, be sure to follow the 3 steps
on the following page for a strong start!
of job seekers
use Twitter in
their job search3
TIPS
DECK OUT YOUR PROFILE:
Write an informative bio, create lists to sort your contacts into, and link to your other profiles and online content.
Your profile includes your most recent tweets as well, so be sure to tweet about your latest accomplishments and
link to whatever published work or projects you have to show.
FOLLOW THE LEADERS:
If a person you look up to is prominent enough, they will most likely have a Twitter account. Once you find and
follow them, Twitter will tailor a list of recommendations for you—allowing you to easily find more connections in
your field. Some will even follow you back. And who you follow, as well as who follows you, says a lot.
USE #HASHTAGS:
Hashtags allow you to connect with others who are interested in and talking about the same things. They are also
great ways to discover tweets by others in your industry and spark conversations with people you may otherwise
have never spoken to — something that will help your discussions stand out in a potential employer’s feed of
personal tweets. Here are a couple of examples:
A job seeker looking for opportunities may tag their relevant tweets with #jobsearch or #jobhunt, while an
accounting professional looking for the latest industry news may scroll through the most recent and top tweets
in #accounting, and so on. Get creative, but also remember that hashtags are most effective when they are short,
sweet, and not too specific.
BLOGGING
Blogs are an excellent tool for those looking to display their writing skills and
expertise. While Twitter limits you to 140 characters and Facebook status
updates only go so far, having a blog of your own gives you free reign to discuss
your ideas and invite discussion on important industry topics. Having a LinkedIn
profile and contributing to discussions on the site are great ways to show an
employer how committed to and involved you are in the industry, but having a
blog puts you in a new ballpark altogether.
However, as with any online tool, blogs should be used with caution. Creating
content for content’s sake looks disingenuous, so the general rule of thumb for
blogging is to only do it if you really have something to say. Furthermore, you
should always be certain to choose topics with care and proofread your work to
BLOGGING
YOUR BRAND
Blogs have been rated as the
5th
show that you care about your ideas and how they represent you.
If you’re looking to embark on a new blog or revamp an old one, try starting with
the 3 tips on the following page!
most trusted source for
accurate online information4
TIPS
USE IT AS AN ONLINE PORTFOLIO:
Treat the blog as your own personal portfolio, and upload any relevant information, such as resumes, work samples,
and a bio. Post your progress on current projects and initiatives if confidentiality policies allow it. Ultimately, the
aim is to show that you are active, engaged, and interested in the work you’re doing.
FOLLOW RELEVANT BLOGS:
Finding other bloggers in your industry is a great way to stay informed and strike up new conversations. Follow
them, repost or quote their insight, and comment on their posts. Link to theirs in one of your own and further their
thoughts with your own analytical thinking. This will help you look impressive to recruiters who research you
and will speak to your level of involvement in your field.
POST ORIGINAL CONTENT:
Whether it’s your own personal thoughts on a new innovation in your field or an update on your career
accomplishments, be sure to actively post your own original content. Simply rehashing others’ work may make
you seem lazy or lacking in original ideas and creativity, so while it’s important to interact with others, every blog
needs at least some originality to stay relevant.
Sources
1. US News & World Report
2. Jobvite
3. Software Advice
4. HubSpot
About The Execu|Seach Group
For more resources
and career
inspiration, visit:
The Execu|Search Group was founded in 1985 as a recruitment firm focused on
serving accounting firms, boutique hedge funds, and private equity funds. Over
our resources page at
time, our firm has evolved into a full-service firm integrating a broad range of
execu-search.com/resources
industries. We’re proud to say that we’ve helped over 26,000 companies find
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talent and have connected over 60,000 people with new jobs.
Headquartered in New York City with 9 additional offices in New York, New Jersey,
and infographics
OR
Connecticut, Massachusetts, and Florida, we’ve become one of the largest
privately-owned recruitment, temporary staffing, and workforce solutions firms.
We specialize in the placement of professionals in the following roles:
our blog at
blog.execu-search.com,
which is chock full of tips
ACCOUNTING/FINANCE | CREATIVE & DIGITAL | ENGINEERING
FINANCIAL SERVICES | HEALTH SERVICES | HUMAN RESOURCES
INFORMATION TECHNOLOGY | LEGAL SERVICES | LIFE SCIENCES
NONPROFIT | OFFICE SUPPORT
www.execu-search.com
and tricks for all steps of
your career!