Research from Emlyon Business School finds that jobseekers who excessively use professional networking sites such as LinkedIn to search for jobs are less likely to find a job via that route says Nikos Bozionelos. He finds out how branding yourself well through your professional networking site profile – at which firms look at – can enhance your chances of success in a job application
Professional networking sites, such as LinkedIn which launched in 2003, have long been hailed as one of the best ways to connect with others in a professional capacity; through online networking with those in the same industry, its online CV platform and it’s easy to use job searching and applications features. It’s safe to say the platforms’ main purpose is to connect people for new, exciting professional opportunities, and this is exactly what it does.
In fact, according to LinkedIn 100 million job applications are submitted through the platform every single month – which makes it seem like the ideal place to seek new job opportunities. This is certainly the case, but only if the platform is used correctly and wisely, as our research shows.
In a study we conducted in Emlyon Business School, we looked into the effective use of LinkedIn as a job searching platform to find out whether there was a certain best practice for finding a new role. A key finding was that jobseekers who excessively use professional networking sites (PNS) such as LinkedIn to search for jobs are less likely to find a job via that route.
This belief was challenged by the findings of a study we, at Emlyon Business School, conducted at the end of 2019. The study involved responses from 104 employed individuals in France who belonged to all age categories (for example, a third of them were 45 years old and above) and were rather balanced in terms of sex (41% women, 59% men). They completed questionnaires that covered areas such as frequency of use of PNS (all of them were using LinkedIn), intensity of interaction when using the platform (the degree to which they connected with other individuals and organisations), numbers of job applications they launched, their desire to change jobs, and the number of job offers they had received. In addition, we asked them to identify their main reasons of using PNS, and the impact they believe that has had on their careers.
This data was supplemented with questionnaire responses from 28 people who were involved in recruitment, and four interviews with hiring managers and HR professionals with over 85 years of working experience between them, to gain a recruiter’s perspective.
Analysing the findings
The findings were quite interesting. Seventy percent of the employed individuals perceived that PNS had increased their opportunities for a career change, including finding a new job and changing their occupation, and 44% of them indicated they had found their current job through PNS. There was also a very clear pattern between the length of time they were using PNS (how long ago they started using PNS) and the desire to find a new job. The less time people were using PNS the greater their desire to find a new job. However, the vast majority of participants did not consider that use of PNS increased their desire to change jobs. Therefore, our data suggest that it is the desire to find a new job that may entice people to start using PNS rather than the other way around.
Arguably the most arresting finding was how frequency of using PNS, intensity of use, amount of job applications launched, and the number of job offers were related to each other. The relationship between frequency of use with receiving a job offer resembled a U-shape. That means people who would use PNS very infrequently or frequently had the most chance of a job offer; and those with intermediate levels of frequency of use were the least likely to receive a job offer. The pattern with respect to intensity of use (when using PNS how much effort one expended to contact others and launch job inquiries) was rather the reverse, approximating inverted U-shape: chances of a job offer increased until a point and then dropped dramatically. That meant that increases in intensity of job search via PNS was beneficial for finding a job until a point, too much effort was detrimental for job offers. Finally, the amount of job applications launched was negatively related to job offers, the more applications launched the less the chance of receiving a job offer.
Taken together these findings suggest that a high number of job applications and a high number of attempts to contact others do not by themselves bring the best outcome. In fact, if viewed in terms of utility (a useful scientific index: benefits divided by effort expenditure) the outcome is close to the worst possible.
The most plausible explanation is that PNS users who initiate many contacts and launch job applications with high frequency through PNS may lack selectivity: they take all responses as ‘invitations’ to apply and launch job applications regardless of whether the positions fit their skillset, background or experience. Launching many job applications is also likely to lead to applications not being thoroughly put together, for example lacking sufficient detail or a persuasive cover letter, which therefore fail to impress recruiters. As a consequence, there is less chance of identifying those jobs that suit them best and they have less time to prepare their application well to maximise their chances to succeed.
The views of recruiters
The responses of recruiters and HR professionals were in line with the findings from the main part. Eight out of 10 recruiters felt that PNS are most useful for expanding one’s professional network and becoming aware of opportunities rather than for directly applying for jobs. Their responses also pointed out the importance of PNS for success in the job market indirectly, seven out of 10 noted that they look at applicants PNS profile, regardless of the route via which he/she applied for the job.
What advice should we give to people who use PNS? It seems that the best advice is rather than using PNS such as LinkedIn to search for jobs, it appears that job seekers should look at the social media platform as a way to network with as many relevant people as possible. Putting a name to a face and having general conversation increases the chances of being informed about or applying for a job that fits their skills, experience and desires. This is more effective than just applying for any job that is loosely related to their desires. PNS may be more beneficial when they are used as a personal branding, self-promotion and impression management tool – making it easier for recruiters to see the skillset and knowledge you offer and making you more accessible to these recruiters too -, as opposed to job advert sites.
And what would be the advice under the circumstances created by the Covid-19 epidemic (or other crises of similar nature)? Not much would change, people should ‘keep their nerve’ and hold on to the above approach. During the Covid-19 epidemic, which is far from over in the ‘western’ world, firms are cautious and try to maximise resource efficiency, hence, they are less likely to hire. When they hire they are very selective to attract and get exactly the right person (and they have the luxury of a larger-than-usual pool of well-qualified candidates). The above approach fits this situation because it allows PNS users to launch well-thought and well-prepared applications for the jobs into which they fit most; hence, maximising the chances of success in a difficult market. And branding ourselves well through our PNS profile – at which firms look at – will further enhance the chances of success in a job application.
Nikos Bozionelos is a Professor of International HR Management at Emlyon Business School. His research focuses on careers and career management, employability, individual differences in the workplace, High Performance Work Systems, and cross-cultural issues in management.
