Academic Writing

The relevance of a digital profile as an employability tool

Samantha Tull

Background
Over the years, along with the growth of technological capabilities; social media has swiftly
developed into a somewhat fundamental aspect of modern day society. With Facebook taking the
world by storm; with over 1.35 Billion active users around the globe; it is no wonder that Digital
Profiles are being used and developed for functional uses that expand past social networking.
(Statista, 2014) Along with the expansion of social media platforms, there has been the introduction
of innovative social networking services including business-orientated sites such as LinkedIn; offering
the means to connect people in the workplace, search for new jobs and make professional
contacts. (BBC News, 2008) In terms of professional networking, LinkedIn is the worlds biggest
provider; with over 300 million members in over 200 countries and territories around the globe.
(LinkedIn, 2014) But as the popularity of social networking continues to soar, the confliction
revolving around the pros and cons of digital profiles in the professional world continues to be a key
topic of discussion. This report will first outline and explore the extent of current research, followed
by the current issues and implications related to digital profiles. It will then be concluded with
recommendations regarding the use of social media as an employability tool.
Current Research
In recent years, studies have shown that more and more employers are using social media to find
suitable job candidates. It was discovered that on average, around 40 percent of interviewers will
research an individual on LinkedIn, Facebook or by conducting a Google search before offering an
interview. (CBS News, 2012) Professional social media sites such as LinkedIn offer the opportunity
for individuals to showcase their own Personal Brand; and cater it directly towards potential
employers. A personal brand is extremely similar to the branding values of big companies. The aim is
for individuals to create a set of meanings for themselves which are positive and strong, to
distinguish themselves from other job seekers. (The Guardian, 2011) Personal Branding helps to
highlight the qualities and characteristics that make an individual distinctive; and inevitably helps to
shorten the hiring process; when companies are looking for a new employee with specific
personality traits, or assets. Digital Profiles; especially on LinkedIn, allow individuals to take care and
consideration over the first impression they would like to portray to potential employers before
meeting them. They allow the user to develop a chronological record of past experiences,
achievements and future goals, and add upon them as and when applicable. Not only does this give
employers an in depth look into an individuals employment and achievement history; which on a CV
is limited due to space confinements, it is actually a tool which can be used along with Personal
Branding for an individual to asses and clarify their own professional direction.
LinkedIn; created in 2003, specifically erases the need for the middle man in all aspects of hiring;
for both job hunters and employers. (LinkedIn, 2014) According to statistics, around 41.8 percent of
LinkedIn users have uncovered potential job opportunities directly from LinkedIn. (Forbes, 2014)
Employability opportunities are drastically increased for LinkedIn users due to the sheer amount of
features created with connecting potential employers and employees solely in mind. A popular
feature used is the search tool. This particular tool allows individuals to directly search for
companies of which they have interest in working for. They are then presented with statistics as well
as any job openings available. In July 2014, a new web plug-in called Apply with LinkedIn was added

in conjunction with the site. This allows potential job candidates to use their LinkedIn Digital Profile
to apply for jobs with one click. Once the applicant has applied, they will then be shown people in
their LinkedIn network who work for the company. They are then given the opportunity to connect
with them or even request a referral. (LinkedIn, 2014) From an applicant perspective, this is an
extremely positive feature, as it has the potential to increase their chances of obtaining an interview,
as well as easing the whole; usually long-winded application process. It gives the applicant the
opportunity to contact current employees first hand, which usually can be an extremely difficult
process. From a business perspective this is an innovative step forward in terms of job applications
and the way in which they are handled. This feature allows employers to not only collectively store
all of the applications online, but it also provides the opportunity for companies to acquire first-hand
information about applicants from current employees. As previously stated, an applicants LinkedIn
profile gives a more in depth insight into the skills, experience and personality of the individual; as
opposed to a CV, thus resulting in the company having what can be considered as a first meeting
through Social Media. This then presents the prospect of having a higher quality of suitable
applicants put through to the interview stage. It seems that LinkedIn is not the only Social Media
platform that individuals are using for business networking or finding employment. According to a
recent survey around 70.6 percent of users were also using Facebook as a business networking tool.
(Forbes, 2014)
Current Issues
In modern day society, nearly one in four people worldwide use social media. It is predicted by 2017
the amount of users globally will rise from 1.47 Billion to a staggering 2.55 Billion. (eMarketer, 2014)
From these statistics it is logical to assume that social media is becoming a somewhat fundamental
aspect of modern day life, and is only set to continue to grow. Whilst some higher education
establishments have banned use of social media, some have taken it upon themselves to add the use
of social media into their curriculum; to help prepare students, and teach the importance of
technology. It is being branded by some as an essential means to teaching responsibility online, and
also help prepare for the future; in terms of teaching skills that will inevitably help students with job
seeking and/or university admissions. Whilst some are embracing it, some are still sceptical to the
idea; and are still seeing social media as a gateway to online bullying, privacy issues, and offensive
content. (Education World, 2012)
With all social media platforms, there are different purposes and foundations for each site. For
example, Facebook and Twitter are mainly for social use; whereas LinkedIn is solely for business
networking. It can sometimes, however, be difficult to distinguish differences between the two. It
has recently become apparent for businesses to use social media platforms such as Facebook and
Twitter as an effective marketing tool to promote their products and services, and also attract
potential clients and/or employees. (Real Business, 2014) However, the combination of employers
and employees on social networking sites has; on many occasions, had implications.
Implications
In a recent survey, as many as up to 56 percent of social media users admit that they dont actively
think about the consequences of their online activity, and as much as up to 14 percent admit to
having experienced negative consequences. (Microsoft, 2014) Due to varying privacy settings, on
some occasions it is possible for external sources to view certain aspects or even an individuals
entire profile. This offers a gateway for potential or current employers to gain an insight into an
individuals personal life, activities or personality. On occasion, this has been known to clash with the
morals and expectations of a company, resulting in negative effects regarding employment. For
example in September 2013, two NHS nurses were dismissed after tweeting about patients whilst on

duty. (Real Business, 2014) However, it is not only the actions of an individual that can lead to
extreme consequences. It is sometimes the actions of friends or family on social media that can
result in employment issues. A picture uploaded of a job candidate playing Beer Pong has
previously resulted in an unsuccessful job application. (CBS News, 2012)
Some individuals feel it is safer to steer clear of social media all together to maintain their
professional image; however this in itself can have negative consequences. Due to the popularity of
social media, having no profile can send out a negative image that there is something being hidden.
(Forbes, 2014)
Conclusion
From the research conducted, it is extremely apparent that digital profiles have some real benefits
as an employability tool; not only for employers, but also for prospective job seekers. It is beginning
to be embraced by a large majority of the population; and the way it is being developed is extremely
beneficial in terms of employability. Individuals are given the opportunity to promote their skills and
personal brand in a way which; in terms of employability opportunities, is valueless. From an
employers perspective, digital profiles offer a real insight into a prospective employees skills and
assets before even reaching an interview stage; thus resulting in a higher quality of candidates
progressing to the final stages. Not only this, business networking offers exceptional benefits in
relation to digital profiles for both companies and employees. Not only does it offer employability
opportunities to job seekers, but in reverse offers a high quality of applicants for businesses.
Although social media presents risks in terms of employability; , an individuals personal lives on
social media very rarely reflect their professional identity, something that is extremely difficult for
employers to distinguish between before a relationship had been established. However, if controlled
conscientiously, social media can be enjoyed on a personal level with little risk.
Recommendations
In regard to the research undertaken, the following recommendations are proposed. Initially, it is
apparent that digital profiles are an extremely valuable tool in terms of employability, and offer
extreme benefits to graduates and job seekers alike; as well as employers. However, including the
risks of possible implications, it is suggested that universities offer guidance to students regarding
digital profiles and personal branding to overall increase employability. It is also suggested that
students are briefed on the importance of privacy settings on personal profiles, as well as restricting
uploaded content; to avoid any possible implications.

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