BUSINESS INSIGHTS | SUMMER 2011 EFFECT

A Lesson From Younger Workers: Put Yourself Out There

They may never step foot into a chamber of commerce or midday Rotary meeting, but that’s not the whole story.

Unlike previous generations, Generation Y-ers (also called Millennials, the group comprises those born 1980 to 2000, give or take) have taken full advantage of social networking tools and Google algorithms to niche themselves in the working world. The speed with which they assess companies, job listings, career paths, and cities is infinitely faster than ever before. As a result, these young professionals are arguably more comfortable living their lives “out there” via Facebook profiles, personal blogs, and YouTube channels.

Being “out there” is harder for those of us who grew up dialing for dates from avocado-colored rotary phones tethered to the kitchen wall. But being successful as a professional requires you to make your presence known—be visible, promote your work, drive new sales. You have to be comfortable talking about your company and the value you deliver.

In the last few years, people have adopted tools to get noticed in a whole new way. LinkedIn, Twitter, and Facebook have become mainstream in the business world and are even considered by many to be necessities for professional engagement. Social networking isn’t going away; in fact, more online networks are being developed all the time.

Get in the mix

If you haven’t already done so, take the lead from a twenty-something and tune your Internet identity. If you don’t have one (determined by a simple Google search), niche yourself. Now. What are you saying out there? How well does your online presence reflect your actual self? Is your bio accessible? Can someone find a photo of you? If not, what is your invisibility saying? Whether you’re looking to make a change in your career path or build your client base, the web is a vital tool for interaction. As recruiters, we see daily reminders of good people desperate for work having to compete with younger, cheaper, better-networked, more visible candidates—those presumably more comfortable promoting themselves and their enterprises. It’s a free way to market yourself and bring people to you, so why not jump in?

Create your virtual persona

It may seem a bit ego-centric, but you need to summon the courage to periodically Google yourself to see what comes up. Don’t forget to check images and video as well. Prospective employers and clients will, so you ought to know (and shape) what they’re seeing. If there’s something old or embarrassing, try contacting the host of the information to see if it can be taken down. If that’s not an option, your best hope is to bury it under new information. Consider the following:

1. If you haven’t yet, create and optimize your profile on LinkedIn. As the number one professional networking site in the world, it’s a great place to make connections across the globe, interact with groups that share your interests, find job postings, solicit professional recommendations, and post your work experience.
2. Professional networking on Facebook is no longer a no-no, but it can be touchy. Consider whether your profile reflects your personal or business life, and if the two can comingle. Tailor the privacy settings in your Facebook account for each friend depending on how you know the person (socially or professionally). It’s also a good practice to make sure your profile is inaccessible to people you aren’t connected to. Take advantage of the Pages feature, and “like” companies you want to network with. Then engage them by writing on their wall and tagging them in posts, anything to show your interest.
3. Twitter is a simple way to have informal conversations with people you don’t even know. By following people in your field or companies you’re interested in working for, you can make that initial contact and start building a relationship in a low-pressure arena.
   Virtually marketing yourself creates a personal brand and makes it easy for people to find you.
4. Consider starting a blog, or if appropriate, contributing to online publications. Bylines can be strong indicators of your engagement and build your reputation in a profession.
5. If you’re actively looking for work, think about building a personal website. It can serve as an interactive resume: post a video of yourself or link to places you’ve worked, articles you’ve written, projects you’ve done, and your social media profiles. Use this real estate to make yourself stand out.

Take it from the web to the real world

Virtually marketing yourself creates a personal brand and makes it easy for people to find you. But don’t get me wrong; I’m not saying online communication supplants face-to-face conversations. Remember that Facebook friends or LinkedIn connections don’t necessarily translate to real life. Consider Canadian author/blogger Hal Niedzviecki, who in 2008 invited all his 700 Facebook friends to a party at a Toronto restaurant. He used a digital invite for RSVP tracking. Of the 700, 15 said they were coming, 60 said maybe, a few hundred declined, and the rest ignored him. In the end, one person showed.

Social electronic networks have tremendous potential, and coupled with traditional in-person relationship building, it can be realized. Consider this: many people use social media to post updates on their lives. Whether announcing the arrival of a child or reviewing a book they read, these tools are a simple way to keep up on people. So when you do make that call or get your foot in the door with an organization, you’ll have a natural conversation starter. Avoid the awkward small talk by referencing what you’ve seen or experienced on the Internet.

Ultimately, people have to want to show up for you, work with you, recommend you, meet you, or learn from you. The web is just an additional piece of the networking puzzle. It’s easy to use and with just a bit of effort can prove to be worthwhile, especially for making those initial contacts.