How to Raise Your Visibility on the Web, Part 2
We’ve talked about how getting your own domain name can give you immediate exposure on the Web in my previous article, for my friend who wants to use the Internet to find a job. It’s a first step, that provides the virtual equivalent of an online resume. Now, what’s the next best way to “get your name out there?”
2. Get on the major Social Networking Sites
They’re no longer considered “greasy kid stuff” and recruiters and employers are searching some of them. I’ll mention just two, to keep down the noise level, and the activity required to get value from them.
It’s the “buttoned down” version of social networking. It’s no-nonsense, professional, and has a relatively good signal to noise ratio. It’s been reported that most executives from Fortune 500 companies network here along with over 30 million other members. It works on the premise of “6 degrees of separation” — that through six levels of connections that you have in your network, you likely know someone who knows someone else… who knows Kevin Bacon, or that hiring manager at the company you’re interested in. You create a “profile” which is essentially an online resume, which features your distinctives and job history. This profile is found at www.linkedin.com/in/YourName. See mine by clicking the link above.
So, in my case for example, I have over 500 direct, or first-level connections, that ultimately connect me through their connections, to over 6.5 million professionals. You can recommend people you are connected to, and ask the same in return. Similarly, you can connect to organizations, companies you used to work for, or your old school — as a way of networking with people you know with the intention of connecting to people you’d like to know. LinkedIn has also added your company and industry news, notifications of who your contacts have connected with, and other more popular “social media” features that include suggestions of contacts and job postings you might be interested in. The “Q&A” feature allows you to ask questions of subject matter experts, or to offer answers from your own experience.
While not as robust as Facebook, LinkedIn also features “groups” that you can associate with, if the moderator of that group approves you, that include discussion threads. These appear as “badges” on your profile. They may be associated with your company, alumni associations, your industry, or your interests.
Very recently, LinkedIn has added an “application” platform to their stable of services, not unlike MySpace and Facebook before them. Initially they offered less than a dozen, but among them is the ability to add a feed from one’s blog or Twitter feed.
TIP: Fill out your LinkedIn profile as completely as possible, listing all past companies, schools, and associations. Then you’ll be notified of new members from those organizations, as they join LinkedIn. Also, LinkedIn offers job agents that look for job openings for you, based on filters you set up. Some job listings are only offered on LinkedIn, or appear on LinkedIn first.
Check out an excellent article on Mashable called How to Get the Most Out of LinkedIn.
Sure, it started at Harvard as a virtual whiteboard for student’s dorm room door, but it has evolved, and is now the fastest growing social network with 120 million members. And not just among college students. While the largest demographic is 18-24, the next largest group is not teens, but 25-35. And many articles on Business Week have discussed how the 35-and-over crowd is flocking to Facebook as an augmentation to their business networking.
For example, many companies and brands have “Groups” on Facebook. Some have a variety of different groups around special interests, products, and issues. Groups allow association, photo sharing, discussion threads, etc. But “Networks” are a bit different. You can join your company’s network if you have an email address like YourName@company.com. Similarly, you can join your school’s network if you have an email address like YourName@school.edu. Finally, you can join a network associated with your city or geography, if it is part of your profile’s address.
Facebook offers a very rich set of “applications” that permit everything from tie-ins with other services to various “tag-you’re-it” games. While some might be considered a bit adolescent, others are very useful in connecting to job opportunities. It is said that there are some 280,000 applications in use among all Facebook members.
TIP: Not only fill out your Facebook profile completely, listing schools and professional associations, but check out some of the applications for ways to connect to more people you know, or might like to know. Be careful of privacy settings for each application however, as some of them reveal parts of your profile that you may not be aware of when you turn them on.
Caveat 1: Though social networking is popular in the US, ironically, we lag in the usage of this kind of technology worldwide. The leader in this is Asia, with South Korea being one of the top users, in much the same way as it is with SMS or “text messaging” on mobile phones.
Caveat 2: The current Social Network Sites (SNS) are growing at different rates. While Friendster was popular years ago, it was eclipsed by MySpace. Though MySpace is still quite large, Facebook, at least in the US is growing faster. But these are all, for the most part, “walled gardens”. While there is some openness to their APIs, most of the social currency that one invests in the site remains with the site and is not portable to other sites. I expect that this will evolve until social networking becomes a “feature” of most Web 2.0 experiences.
Opportunity 1: Many people use several Social Networks to build out their “social graph”, how they’re interconnected with others. The two I’ve mentioned are by no means the only two, nor are they the most popular, but in terms of raising your visibility for employment by “getting your name out there,” they are perhaps the best available… for free. Other popular Social Networking sites include Flickr, YouTube, Orkut, Bebo, Hi5, Ning, Xing, BigTent… the list goes on.
Opportunity 2: As mobile devices evolve, these Social Networks become alternatives to older Web 1.0 technologies. For example, the iPhone has applications for both LinkedIn and Facebook that are sufficiently mature enough to be useful. LinkedIn becomes the professional address book and Facebook becomes the alternative to email and instant messaging chatting.
How will this raise your brand-name awareness? Increasingly, HR professionals, recruiters, and hiring managers are scouring all possible online resources to learn about potential employees. LinkedIn and Facebook are the two most popular locations for employers to find out about people, and vice-versa. Many employment consultants recommend maintaining a current LinkedIn profile.
Beyond the personal, major US online retailers are using Social Networking Sites to promote their brands.
Thanks for coming along.