Topic 3

Marketing yourself online

Nowadays, when applying for a job, it’s not as simple as just sending a CV to the firm, it also entails your interaction online and how you market yourself on different platforms. If you’re offered a job, it not only becomes how you market yourself but also the company you represent.

Recruiters also use social media for advertising jobs, firm branding, answering questions, and much more. Don Tapscott explores the difference in the old style recruitment process versus the new online style. He mentions the changes occurring from advertising a new vacancy to the interview.

Figure’s 1 & 2: A survey conducted by Jobvite gives us facts on the increasing importance of using social media for employment.


Vala Afshar describes the web as our ‘Social CV’ and the social networks we use as our “mass references”. He says that employers can validate a candidates work through their online presence e.g. on Twitter, Facebook and search engines and this can be more beneficial to an employer than a two-sided paper CV. It’s also about following the right people and keeping your platforms integrated. There are various amounts you can have to create an authentic profile, it can be used to target specific industries and employers around the world.

Slideshow: Shows the vast amount of online platforms that can be used to build a professional digital profile.

This slideshow requires JavaScript.

Figure 3:  A video from BBC (2013) gives great advice on the best ways to portray yourself online to potential employers, I have used the advice and pointed them out on my own LinkedIn profile.

Advice on linkedin.png

A consistent and original profile is vital. When I was offered an internship, I updated this on my LinkedIn profile and this was seen by a company called SEO. They contacted me and offered their service of training to prepare me for my internship. If I hadn’t updated my profile, SEO wouldn’t have contacted me and I wouldn’t have received the support I had during my internship. Slomowitz (2014). echoes this by saying a focused and precise digital profile is needed so that employers will have the urge to contact you.

Building a digital profile on various platforms can be tricky, as different platforms have different purposes. As mentioned in my previous blogs, your private and professional identity should be kept separate. A majority assume the audience of Facebook is your friends but it’s about setting up the tone on the platform you use. Facebook can be used for professional profiles which can be represented to employers. Nevertheless, reading Justine Sacco’s story reminded me of how cautious we must be about what we say online even if it is not aimed at professionals. Recruiters tend to “spy” on our online activity before and during employment. The consequences Justine now faces is having a bad online record which has led to small chances of future employment.

Word count: 400


Costill, A. (2013) “8 alternatives to LinkedIn for all your professional networking needs.” Search Engine Journal. [Accessed: 8 November 2016].

Tapscott, D. (2016) “Five ways talent management must change”. World Economic Forum Available at: [Accessed: 8 November 2016].

Admin (2014) “How blogging can help you get a job”. The Employable (online). [Accessed: 10 November 2016].

Harris, L. (2014) “Using social media in your job search”. Web science MOOC. (Accessed: 8 November 2016).

BBC (2013) “Job hunting: How to promote yourself online”. BBC News. Available at: [Accessed: 09 November 2016]

Ronson, J. (2015) “How One stupid Tweet blew up Justine Sacco’s life.” The New York Times Magazine. [Accessed: 9 November 2016].

Carruthers, R. (2012) “Managing Your Digital Footprint” University of Southampton – Career Destinations. [Accessed: 9 Novermber 2016]

Jobvite. (2014) “Jobvite’s 2014 Social Recruiting Survey”. [online pdf]. [Accessed 9 November 2016]

Afshar, V. (2013) “The web is your resume.” Extreme Network. [Accessed: 10 November 2016]

Hever, A. (2015) “How to use social media to get a graduate job.” The Telegraph [Accessed: 11 November 2016]

Slomowitx, N. & UMUC (2014) “Conveying Who You Are on Your Professional Online Profile” Youtube [Accessed: 9 November 2016].

Isabella Lo (2013) “Professional online profile | Brand your business by branding yourself (BeMyBest).” Youtube [Accessed: 9 November 2016].

Tyler Skeates (2016) “Online professional profile cv.” YouTube [Accessed: 9 November 2016].


8 thoughts on “Marketing yourself online

  1. Hi Davina,

    I really enjoyed your post! It was easy to read and I enjoyed seeing how all your ideas blended with your sources and images.

    I liked the personal representation of your own LinkedIn and I definitely agree with your comment on our online profiles being like our ‘social CVs,’ but if that’s the case, what would you say are the key specific things an individual should remember to include on their profiles to make them appear to be the best candidate for a job?

    Your use of multimedia; the video, the slides and images were all very useful in helping the reader understand your post better and giving the reader a much more practical visual representation of the impacts of social media on recruitment.

    In your slides I realised that you made reference to Instagram and Youtube also, which are perhaps less conventional ways of getting recruited. I myself have a youtube channel, and several people with channels have them for a certain and specific reason. If an individual created a channel to express their love for baking lets say, but was pursuing a career in banking, do you think this difference or lack of a connection/consistency will hinder their chances of being recruited, or will employers understand that an individual is multi-faceted so would consistency not be of much importance when building an online profile?

    Well Done!


    1. Hi Davina,

      Thank you for your comment. For our social CV, I think the key elements of it should be a clear professional image, short and simple description of yourself, hobbies and skills, academic grades and proof of your wider connection (network). They have to keep in mind the audience they are trying to attract and implement their profile to that audience.

      This follows on to your comment about using a different platforms e.g. YouTube to express your passion for something unrelated to your career aspects. I personally think this is a great characteristic to have, it definitely differentiates you from other candidates and shows you have a passion and skill in other areas than just the standard required for your career. Having interned at a bank this summer – they encouraged us to have a express our social life outside of work and share our interests in things other than banking. Therefore, if a recruiter saw this, they would know you are different and perhaps have similar interests increasing your chances of employment.


  2. Hi Davina,

    You have understood the topic well, developing an authentic profile is extremely important for getting a job in the modern era! I made a profile on ‘Volunteer Connect’, consequently working at Age UK. This supports your argument on the new online style of recruitment being through online platforms.

    I appreciate your inclusion of the presentation on different online building platforms, what website did you make this on? I created one but required a link in my blog.

    Expanding on your point regarding Justine Sacco, I do agree that all online platform users must be sensible in their posts, ‘be professional even when being personal’ as Zadi Diaz claims in her video. However Justine now works ‘in a PR firm she loves’ (Rowles, 2015).

    I agree with online platforms being a ‘social CV’, but do you really think this is more important than the traditional CV for an employer?


    1. Hello Arun,

      Thank you for your comment.

      Yes! I read your blog and saw your profile on ‘Volunteer Connect’, I was really impressed with what you have achieved.

      There must be a quicker way to create a slideshow, for example, slideshare. However, the method I used was:
      1. Create the slides separately on powerpoint
      2. Save each slide as separate image
      3. Upload each image onto my blog in one and then it gives the option to collate them as a slideshow.
      If you find a quicker method, please let me know – haha!

      Oh thats great to know Justine found a job she enjoys because I did read from the first source that she was offered a job but in something she wasn’t interested in.

      Thank you for your question. For the time being I think that our paper CV’s are more important. The paper CV is like a foot in the front door. It gets you through the first stage of employment. Then later on in the process of recruitment, employers google us and check our social presence. Nevertheless, there will probably be a point in time when our social CV’s are more important and looked at.



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