The Internet has become the cover letter for many. It’s not uncommon to check out the social networks of someone you just met to find out about their common interests, hobbies or friends. Likewise, it’s no surprise that companies look at digital profiles when searching for the best candidate for a position. In fact, according to a report by Infojobs, in 2022, six out of ten companies consulted the social networks of applicants before making a decision – ten percentage points more than the previous year.
Building a personal brand, meeting more companies, expanding your contact list or displaying characteristic skills are all part of the benefits of networking. “The main advantage is that professionals move from being reactive to offers from companies, from sending applications to being proactive, creating their own job opportunities,” says Carol Lorenzo, director of guidance and job markets at Barcelona Activa. This can be achieved by having a complete, consistent and up-to-date profile where you can promote yourself on social networks and expand the network with experts. Fingerprint is key, but so are online contacts. And according to a study by Lee Hecht Harrison, three out of four job offers in Spain are received by acquaintances, not visible or public. “If someone gets a job offer and sees that one of your contacts fits that profile, that’s how the hiring circle can be closed,” says Nilton Navarro, brand manager at Infojobs.
It is not necessary to be impressive. However, creating a personal brand is an element that will add value. The first thing is to maintain a routine as a user: «Log in, join and comment two or three times a week, and in a few weeks you will already see a network of contacts. According to personal strategy consultant Andrés Pérez Ortega, having a disciplined routine is crucial.
The professional target should also be clear to focus on appropriate networks. LinkedIn, Facebook, Instagram, Twitter, You Tube and Tiktok, which appeared on the list for the first time, were the most consulted by companies this year, respectively. “It’s convenient to know where to move, where the companies in the industry you want to find work are, and then choose one network or the other,” Lorenzo concludes. Then it should adapt to the language of communication and adapt to the style. Hashtags on Twitter, groups by industry on Facebook, and keywords on LinkedIn. Tiktok is first and foremost compatible with creative industries such as photography, architecture, fine arts, food or hairdressing.
What about selfies with picturesque faces and party photos? While they may not seem like the best cover letter, recruiters often deny they’re out of line with their dream job, so don’t overdo it. According to Ainhoa Morán, managing partner at Nordia, a digital marketing agency in Barcelona, ”Anything that concerns the personal space of future employees and doesn’t reveal something at the corporate level is ignored.” If human resources fall into their hands, the most discarded causes are inconsistencies, lies, radical views, criticism from colleagues, or disrespect for the public. Morán concludes, “Staff selection is already carried out in accordance with values and business philosophy to anticipate and detect these profiles, so there is no need to examine networks in their most personal areas.” According to sources, the ideal is to have 80% of the professional and 20% of the personal on the Internet.
Indispensable for companies
The first thing to consider when recruiting is consistency between what the official curriculum says and what can be seen on networks, Morán explains. The basic criteria remain: meeting the requirements, years of experience and skills. Applicant connections are also important for companies: “Perhaps the person interested in the position is close to someone recognized by the company, which makes it easier to ask for references,” adds Morán. And the rigor and care with which the curriculum has traditionally been applied is also anticipated. So, typing mistakes on Twitter or Instagram can be a crime when it comes to finding a job.
What is clear is that avoiding these tools for job search will always be an option. But the companies are. According to a CareerBuilder survey, 47% of hiring managers say they are less likely to seek candidates without a social presence.