2. Introduction
It’s a company name, but it’s also a verb. To ‘Google’ is to
search, to enquire, and to find out.
We all ‘Google’—famous people, companies, recipes, how-
to videos—but we also Google people we know and meet.
Mostly, we do this to assess the character and expertise of an
individual, or to simply understand them a little better and gain
insight into their personality and interests.
It’s for these reasons and more that recruiters and hiring
managers are also likely to Google you.
What will they find when they do so? Do you know? Do you
care?
This is your guide to understanding how recruiters and
employers assess your online information, and to ensure you
interview well out there in Google territory.
2
3. 56% of employers said that they were
‘likely to check the social media presence
of potential employees’*
*Source
3
4. See yourself from their perspective
If you interviewed for a job vacancy recently, it’s likely that the Consider using pseudonyms or even separate accounts
first thing the recruiter or employer did after you left the in- for work and personal use: find a useful information here.
terview (or indeed before you even arrived) was Google your
Keep track of what you post online: you may need to
name. What they found when they did so will likely have in-
delete old posts or profiles, so keep a good track of what
fluenced and informed their decision on whether to hire you,
you do so you know how and where to log in to delete it
and—more likely—whether to interview you in the first place.
in future: find more information here.
The documents you submit to your potential employer (cover
letter, résumé, references) are no longer the only things they
look at. In fact, more than half of employers are going to look
at your social network accounts too.
That’s why it’s important to:
Be visible: clear, professional profile pictures will help
people immediately recognise you, as will job titles, your
current location, educational background and anything
else that is strongly associated with you.
Regularly check your privacy settings on your social me-
dia profiles such as Facebook. LinkedIn is a professional
network, so behave there as you would at work.
4
5. 35% of recruiters admitted they eliminated
a candidate because of what they found online*
Only 33% of candidates have bothered to search
for information on themselves to see what their
prospective employer will see*
*Research by ExecuNet
5
6. Self-publishing works
What does an employer see when they first search for Consider ways to build a positive online presence such as:
you? Having a LinkedIn profile that’s clear, accessible and
Create a LinkedIn profile and use the groups tool to build
professional is the first step in the right direction. But there’s
connections and presence among others in your target
much more you can do if you have the time and want to make
industry or geography.
the best possible (online) impression.
Create a digital portfolio, blog or webpage that
By publishing positive information about yourself in
demonstrates your achievements and skill.
appropriate places around the web, it will make sure the
information you want to show up first, does. It will also help Get familiar with knowledge sharing social sites such as
push down in the search results any content that you may SlideShare and contribute to industry blogs/discussions.
not be able to control, including negative information that
Join webcasts from employers you’re interested in
is connected to someone else with your name. Make sure as
working for, follow their social media feeds and engage in
much detail as possible is added to your professional profile
discussion whenever appropriate.
page or website (if you have one). Remember to always keep
things up-to-date, just as you would your resume. Ask others to refer you.
6
7. You may be more transparent than you think
37% of people say they alter their persona online,
yet a recent study* shows that your online behaviour
is in fact a very good predictor of your ‘Big Five’
personality traits (openness, conscientiousness,
extraversion, agreeableness, and neuroticism).
*Source: the University of Texas’ Psychology Department
7
8. What are employers looking for online?
We know that around half of recruiters and hiring managers
research candidates online. But what exactly are they looking for?
Do:
Ensure your online material is well-written and free from
Among other things, recruiters look for:
obvious errors.
Evidence of work history and special projects undertaken
Show your positive attributes—how you contribute to the world
(often to validate what is on your resume);
around you and that you are passionate about what you do
Activity in your local community, as a volunteer or with (don’t make it all about work!).
other non-work activities that show your character and
interests;
Examples of creative projects or other skills you have;
Don’t:
Post excessively negative or disparaging comments about
Evidence that you are who you present yourself to be.
other people or previous employers.
Constructive criticism is fine, but always frame critique in a
positive way and be ready to back up what you say if you’re
asked about it.
Exaggerate your skills, experience or attributes (always provide
evidence of your claims if you can).
8
9. One-third of respondents say they have talked
negatively about their workplace on social
networking sites*
70% of survey participants said that they did
not know whether their employer had an HR or
disciplinary policy regarding social media**
*The 2010 My Job Group survey (‘Social media in the workplace’)
**Source
9
10. Social media and the law
Disputes between individuals and their employers over and company culture/practices. She took her employers to
appropriate use of social media are becoming more common. a tribunal in France and received compensation for wrongful
Employees who are seen to ‘misuse’ social media have faced dismissal.
disciplinary action and even lost their jobs. However, there are
Russia: There have been a number of high profile cases of
risks for employers in this territory too.
employees being dismissed because of comments made
Given that even locked-down social media profiles can offer on social media. In mid-2012, an airline stewardess was
insights about a candidate’s race, religion, age, gender and dismissed after a highly controversial tweet about a plane
familial situation, employers need to be wary of the perception crash in Indonesia that called into question her own employer’s
that any of these factors have adversely affected the hiring reputation.
decision. If there is any perception that they have, employers
UK: A British blogger was the first employee
can fall foul of discrimination and equal opportunity legislation
to be dismissed for work-related comments
in many parts of the Eurozone.
made online while working for bookseller
Germany: the recent discussions of a draft bill, which Waterstone’s. His reportedly ‘comedic’
proposes that recruiters are prevented from viewing blog included negative comments
candidates’ social media profiles could potentially set a legal about this workplace and his manager
precedent and pave the way for similar legislation elsewhere. and resulted in his dismissal from the
company. He successfully challenged
France: a British woman who worked in France for a British
the decision on appeal.
law firm was dismissed after her employer discovered her
blog, which discussed her views and opinions on colleagues
10
11. More than half of UK jobseekers now use
social media to assist them in their job searches*
*Survey by Simply Hired
11
12. Social recruitment pays off
For many valid reasons, employers are becoming increasingly Why social media works for recruitment:
present in all kinds of social media. They’re not spying, they are
1. Hard Rock Café: targeted Facebook fans of specific rock
engaging in our professional interests. You followed them, now
bands to find staff for a new restaurant it was opening in
they’re following you back. In many ways, we have invited the
Florence. The campaign generated 4000 job applications in
professional realm into these spaces and now we need to iron-
four weeks.
out the rules of engagement together.
2. Mitchells & Butlers (UK hospitality brand): maintains brand-
Besides, the evidence is in to say that social media pays off
specific Facebook pages to drive interest in brands, such
for both sides of the recruitment equation: it allows employers
as Harvester and Toby Carvery. “Social media and sharing is
to make longer-term connections with candidates and it can
an increasingly important part of our marketing strategy,”
reduce time-to-hire and improve hire quality for both candidate
says recruitment policy manager, James Marriott. “Each jobs
and employer.
page has been equipped with social sharing buttons for
LinkedIn, Facebook and Twitter, to allow us to be part of the
wider employment conversation and to stimulate
conversations about working for the company, our brands
and the industry.”
12
13. Facebook has 200 million members in Europe,
LinkedIn has 23 million*
*Source
13
14. Conclusion
The public and private realms are converging as never before.
Social media brings the two together and we are all learning to
engage in these spaces in new ways.
Ultimately, the benefits of engaging in social media with
companies you wish to work for are clear. Not only can you
build longer-term relationships and understand more about
what companies are really like before you work for them, you
have the ability to demonstrate your skills and expertise to
hirers in a way that simply wasn’t possible before.
We ‘Google’ because we want to know something, to find out,
to understand. And companies want to know you.
So, if you want to find a better employment match, start
engaging with companies in social spaces and understanding
how they want to engage with you. You never know where it
might lead and what new roles are out there that are just right
for your profile.
14
