6. Social Shadow: Developing an Online Career Brand

Larry Iles


Plan Your Career Social Shadow

The advent of technology has brought a new dynamic to the job and career search approach. Employers now have a vast amount of available data to determine the “best” candidate for their positions. To be clear, candidates will be “googled” at some stage during the application/selection process. The unclear element in this Google search is exactly what employers are looking for, and how they are using the information to make hiring decisions. This chapter explores the available research and case studies about how employers use social media to determine the “best fit.” It will also offer some concrete approaches to students and new graduates about how best to control social media from a career planning and job-finding perspective.

Learning Objectives

After carefully reading this chapter, completing the exercises within it, and answering the questions at the end, you should be able to:

  • Explain how hiring managers use Google for candidacy selection.
  • Understand how potential employers may perceive social media posts.
  • Reflect on your current social media presence in relation to future career planning.

Watch The Digital Shadow by Thompson Rivers University (2018) on YouTube.

Research Says….

Organizations and employers use the power of the internet in recruitment and candidate selection.  Typically, employers use the internet to post positions, collect applications, and collect data on applicants. Technology has provided opportunities for organizations to reach global labour markets, screen and process a huge amount of applicants, and reduce recruiting costs. However, the research into how employers use social media for candidacy selection is sparse at best. The research available tends to be using American data and there is little available from the Canadian perspective (Chauhan, Buckley, & Harvey, 2013).

Career Counsellors in post-secondary institutions report through interactions with employers the use of social media for candidate selection — however, the methods employers use to determine candidate selection are largely undocumented and anecdotal. Through available studies, researchers are attempting to determine a possible standard that employers may employ when using social media searches for candidate selections. Brown and Vaughn (2011) argue that predictability in candidate selection through Google searches is difficult due to the lack of standardization in the use of candidate Google searches, which then hurts any predictability in decision-making by employers.

It is common for employers to look beyond interviews and resumes to determine relevant hiring information. According to the popular press and many web blogs, employers regularly “google” a candidate before making a hiring decision. This practice raises numerous legal and ethical concerns. However, there are few provincial laws governing these practices. Employers can gain information regarding gender, political or sexual orientation, age and race — this is information not provided on traditional resumes. Even with a potential candidate’s privacy settings on, it is often possible for employers to at least see a picture of them. According to a press release by Career Builder (2018), seven out of ten employers used the internet as a source for collecting relevant information on candidates. As early as 2014, through information collected online from 2,138 American hiring managers via The Harris Poll, it was found that “51 percent of employers who research job candidates on social media said they’ve found content that caused them to not hire the candidate” (Career Builder, 2014). According to this same survey, 46% of the employers indicated the reason for skipping over a candidate was due to posts or images that were inappropriate or provocative in nature, while 46% indicated they hired a candidate in part due to posts deemed part of a “good feeling” about the candidate and a positive opinion on “team fit.”

How Are Employers Using the Information Found in Social Media Searches?


Company X regularly uses Google to search for candidates that are being considered for a role. Prior to the Google search, company X asks the following question: “When we google your name, what will we see?” This approach provides the candidate with an opportunity to explain any online presence they may have. In this particular case, the potential hire informed the employer that there are others in the social media space with the same name. The candidate reported they would find references to jail time with someone with the same name, but assured the company they were not this person.  Company X did, in fact, find this information in a Google search, and due to the candidate’s disclosure, could discount what they found.  This is only part of the story.  As with many companies, Company X does not have a policy, nor do they follow a scoring rubric based on information found from a Google search. Company X uses the information they find to form an overall perception of the candidate, and uses that perception to make their final hiring decisions.


Reflect on the following questions:

  1. How would you answer the interview question by Company X?
  2. What can you do to control your social media presence?

It can be argued that there are two goals to obtaining higher education in any form. The first is to be exposed to new ways of thinking, different opinions, and a diverse group of people. The second is to obtain a better way of life, to increase one’s social standing, to make money; in short, to get a better job or make some better money!  Students indicate that finding a better job or finding a better opportunity is one of the primary motivations for enrolling in some type of post-secondary education program. This section of the chapter will follow the premise that you, the reader, are planning to obtain a paid position at some point in your life — be it working for someone else, or starting your own company and selling a service or a product.  As discussed in the previous section, Research Says…, employers are utilizing social media as part of the recruiting and selection process. How effective is social media in recruiting new candidates? According to a 2020 Jobvite survey (Jobvite 2020), 49% of employers using social media to hire, found a 49% improvement in candidate quality over candidates sourced through traditional recruiting channels. Prior to 2012, 56% of companies in Canada indicated they recruit through social media, this jumps to 84% in 2017 (Jobvite 2012).

It is hard to precisely determine how employers use social media (SM) for recruiting. In 2023, the top four platforms used for recruiting are: LinkedIn, Facebook, Indeed, and Instagram. Based on the number of web articles on this subject, employers are using these platforms to post jobs, brand their company as a top employer, post information on trends in their sector, etc.  Employers are also scrubbing these sites to peer into the lives of potential candidates and make inferences on “hireability.”

Early in their job or career planning process, candidates need to consider how their social media activity may affect future opportunities. Each person has a vision of themselves; it is how they see themselves. The next lens is how others see us. An intersection of the two lenses is our social media presence. It is in this area that we can control others’ perceptions by developing a personal social media brand. See the Venn diagram in Figure 6.1, below.

Figure 6.1

The Social Media Lens

two circle venn diagram, "How you see yourself", "How others see you", Overlap: "Your Personal Brand"
Note. (Iles, 2019)

According to Forbes (2016), 87% of recent graduates felt well-prepared for the job market, contrary to only 50% of managers who would agree they are well-prepared. This demonstrates the gap between a candidate’s own self-perception and a potential hiring manager’s perception. A Harvard (2013) study in which participants were asked to assume the role of a hiring manager illustrates how perception can impact hiring decisions. Participants were shown pictures of individuals or text-based social media posts. Participants were asked to rank their perceptions of what they saw or read using a positive, neutral, or negative scale.  The perceptions of candidates were potentially affected by:

  • References to illegal drugs
  • Posts/tweets of a sexual nature
  • Profanity in posts/tweets
  • Spelling/grammar errors in posts/tweets
  • References to guns
  • Pictures showing the consumption of alcohol
  • Volunteering/donations to charity
  • Political posts/tweets
  • Overtly religious posts/tweets

Part of the findings in this study demonstrate that employers bring in their own biases and perceptions when conducting a Google search for candidates.

Candidates must be aware that these inferences or perceptions occur during a Google search. For most candidates, a Google search will uncover mostly positive attributes of a candidate, especially those candidates who have taken some control over their social media brand (discussed later in this chapter).  For items that may be questionable in Canada, there are no legal precedents to prevent employers from making hiring decisions based on what they uncovered in a Google search. Outside of individual company policies, or union agreements, employers are under no obligation to inform a candidate they were not hired on the basis of candidate perception from a Google search. Controlling a Social Shadow, in this chapter, outlines how candidates can control these perceptions by developing a personal social media brand, or what this author refers to as a “social shadow.” To illustrate how employers’ bias may affect candidate selection, give the Employer Perception of Candidates Game a try.  After attempting this game, reflect on your social shadow and how employers may view the results of their Google search on you!

Employer Perception of Candidate Google Search Game

Which of these perceptions, “negative,” “positive” or “neutral,” would apply? For each image, select ALL perceptions that you think may apply, and click “check.”

Controlling a Social Shadow

Once candidates are aware that their social media presence could be used as the basis of hiring, decisions need to be made early in the employment-seeking process. Candidates need to determine if they are required to be active in social media, based on their industry. Social media has many benefits for modern job seekers. Information that was impossible to locate even ten years ago is now readily available to candidates and employers.  Social media allows job seekers to do at least four important actions for career planning: discover new ideas and trends, connect and network with existing and new employers and contacts in deeper ways, bring attention and traffic to your resume and career experience, and build, craft and enhance your career brand.  The remainder of this chapter focuses on crafting and enhancing your career branding.

Many people have a social shadow — for billions of people, this typically means a candidate will at least have a Facebook or LinkedIn account. Depending on the privacy settings chosen, candidates can control the level of information employers can view during a Google search.  The question is, how should you manage your social shadow?

Perform a Personal Google Audit

Google your name; do this search from an external computer, not a personal phone or the computer you typically use. The reason is stored cookies; you may see items that only you can see, or you may be logged into a social media channel. It is better to use a computer that you don’t typically use, so that your search shows you what a prospective employer might see. If you found potentially offending results at Google or another search engine, ask them to remove the pages from their results. Google has a process for removing your personal information (http://www.google.com/support/webmasters/bin/answer.py?answer=164734) from Google search results, and another for preventing images on your page from appearing (https://support.google.com/webmasters/answer/35308?visit_id=636842978795339190-1579103853&rd=1).

Perform a Privacy Sweep: Change Your Settings Based on the Information Located and the Information You Want Visible to Employers

Do you need a social media presence? From their Google search, a candidate may find they have no social media presence. This is not necessarily a bad thing.  Candidates will have to determine the level of social media presence needed or appropriate for their future career goals and plans, and for their employment sector.  For example, some career areas, such as marketing and human resources, may expect to find a strong social media presence during a Google search, while other areas may not. This information is difficult to determine, and it is best to research these trends before making your decision. Luckily, this information is easy to come by, as most colleges and universities bring multiple employers on campus each semester through mentorship events, presentations, or career fairs. A few simple questions to an employer will guide you in your decision on the level of social media presence required. For example, “Do you google your candidates prior to hiring?”, “What type of information are you looking for during a Google search?”, “How are you using the information during a Google search in your hiring decisions?”, and “Does it matter if a candidate does not have a social media presence?”


Every fall, a comprehensive university in British Columbia, Canada hosts an accounting hiring networking event.  The event is structured to provide employers with the opportunity to meet future candidates. Students attend to meet future employers and learn about the various accounting positions and firms available to them. At the most recent event, the Career Centre faculty asked accounting employers if they googled their candidates before hiring. Each firm indicated this is common practice. The firms were then asked what they are looking for and how the information is used. Again, each firm responded similarly; they were looking to gain an overall impression of the candidate, and none of the firms had a quantitative process to use the information in their candidate selection process.  The most surprising item that arose from the responses is that all firms expected the candidate to have some social media presence, and each indicated it would be odd if a candidate did not have any social media presence through channels such as LinkedIn or Facebook.

Control Your Brand

As reviewed, performing a Google audit is the first step in controlling your career social shadow. The second step is to determine the level of social media presence needed. If the need for a social media presence is determined, candidates should develop a plan. What follows are suggestions for an “advanced plan” and a “basic plan.” Each plan has the following in common:

  • The intended audience needs to be determined;
  • The language needs to be purposeful for the career choice;
  • Personal profiles need to be loaded with keywords that match the future career sector; and
  • The photos and descriptions used for all social media need to be consistent — use a photo that is close-cropped and professionally edited.

The Basic Plan – Developing a Professional Mindset

For most candidates, the LinkedIn social media platform provides a solid professional career social media presence and plan. Essentially, LinkedIn is a career portfolio site and has replaced the print-based career portfolio popular in the early 2000s.  The platform allows candidates to post relevant career information and upload various media within predetermined sections.  It should be noted that one of the few complaints with LinkedIn is that the platform is not customizable — candidates must use the format provided.  However, with over one billion active users worldwide, and over two billion people searched annually, the platform provides candidates with both a branding platform and a networking platform. Andrea Webb, from LinkedIn Talent Solutions, explains the difference between other social media platforms and LinkedIn. Nonprofessional posts about a product on social media channels could look like this:

  • I like donuts.
  • Here’s a cool photo of my donut.
  • Does anyone want a donut?
  • I’m listening to “Donuts.”
  • Here’s a donut recipe.
  • Watch me eat a donut.

On LinkedIn, users will post for a professional audience:

  • I hope to operate a donut franchise one day.
  • I have three years’ of experience making donuts.
  • Here are three recommendations from former donut colleagues.
  • My top skills are donut production and sales.
  • I’m looking for a job at a donut company.

This one example illustrates how a candidate can develop a professional profile using LinkedIn. The difference between the two examples is LinkedIn has been developed to build a professional brand. Using the suggestions below, a candidate could develop a basic social media career plan — all for free — and it will be searchable and discoverable by potential employers!

LinkedIn works on a platform of searchable fields. This means each part of your profile could be used as a searchable field by recruiters.  Typically, larger companies will invest in “LinkedIn Recruiter” (https://business.linkedin.com/talent-solutions/recruiter); this part of the LinkedIn platform is used by companies to search for candidates within LinkedIn, based on pre-set parameters of their choosing. For example, if a marketing company is seeking someone with digital media skills, they would program LinkedIn Recruiter to search all LinkedIn profiles for the words “digital media.” For candidates, this means each section of their LinkedIn profile is a potentially searchable field.

Main Features to Focus on in LinkedIn:

  • Add a professional photo! According to LinkedIn, candidates with professional photos are 14 times more likely to be viewed.  It is important to consider your audience when choosing which photo to add. For example, if a marketing candidate is applying for a position at a ski resort in the marketing department, it would be perfectly acceptable to use a picture blasting through trees in deep powder. However, for a law graduate, this same photo could potentially give a negative candidate perception.
  • Write a compelling description under your photo. This is important for two reasons: for companies using the LinkedIn Recruiter platform, this is a searchable field. Secondly, it is the first impression companies see when they review your profile. Avoid using “student at…” in this section; it is not unique or compelling, and the employer may move on.  Instead, use some adjectives that grab their attention and immediately demonstrate your passion and value. For example, “passionate, results-oriented marketing professional with more than four years of progressive experience and education in marketing and communication” or “transforming creative storytelling into meaningful social media & digital marketing.” In these examples, the candidate has identified their passion, their targeted career industry, and some quick facts about themselves.
  • Use the additional space provided under your profile picture to expand on your description. In LinkedIn, the profile section allows candidates to focus, in detail, on their accomplishments, skills, attributes, passions, career goals, and more. The writing in this section should be creative and passionate, while matching the keywords used for a particular industry. There is no rule as to the length of this section; the average recruiter spends about six seconds scanning a resume — this may be true for a LinkedIn review as well.  Therefore, candidates should focus on up to 60 words and highlight keywords for their career choice and accomplishments. This profile description section also allows the user to upload media — the more examples provided of your skill set, the better. If in the profile section, a candidate highlights public speaking skills, then a video presenting to a group would back this up.  At the very least, candidates should upload a current resume in this section.
  • Write your experience — and essentially the next sections — like you would your resume.  The one advantage of the experience section is that you can put all your experiences in — you are not limited to space.  You can provide full details of your role, tasks, responsibilities, achievements and results without worrying about space or character limitations. Additionally, you can add images, videos, media, or links in these sections to provide a visually appealing and dynamic view of your experience.
  • Use personal recommendations as another key area of your profile.  In Canada, the use of a personally written recommendation letter has fallen out of fashion, except in certain cases such as scholarships, awards, and graduate school applications.  For employment, LinkedIn has filled the gap with a section that provides candidates with an area to post written recommendations. According to LinkedIn, candidates with written recommendations are 12x more likely to be viewed.  Candidates are encouraged to drive this process by requesting a recommendation from a person in their LinkedIn network.  The candidate may wish to post the recommendation following a review.  This is a powerful section for candidates! Imagine “teamwork” is highlighted as a key skill in a resume, but most resumes have this skill set listed.  Now imagine a hiring manager reading a written recommendation from a team member who worked with the candidate, which describes the role of the person in the team and their result. The recommendation strongly supports the candidate’s “teamwork” skill set.
  • Include volunteer experiences and personal causes.  Experience is valued regardless of the remuneration provided.  Therefore, include all volunteer activities, and explain the role, responsibilities, tasks, and results for each one.  Similar to the work experience section, include a media element to make the section relevant and visually appealing if you can. This section is valuable to recognize gaps in the profile.  Candidates should do research to find out if volunteering is an expected aspect of a position or in their chosen industry. For example, accounting firms are typically involved in their communities and have expectations that their associates will be involved as well.  In reviewing accounting candidates’ LinkedIn profiles, a recruiter scans for information on volunteerism and community work.
  • Include projects you’ve completed during your education or work experience. Projects are an effective method to demonstrate your unique skill sets to hiring managers and illustrate your individual strengths. The project can indicate a passion for a career area, and exemplify your key skill sets, such as writing, teamwork, research, and industry awareness, to name a few.  As with the other sections, uploading media and recommendations in this section presents a dynamic profile that hiring managers will be compelled to review in detail.
  • Drive traffic to your profile using groups and posts.  The power of LinkedIn, and any social media platform, is the ability to drive traffic to a candidate’s information. Candidates can join groups of interest, both personally and professionally. For example, a new graduate in Supply Chain Management could join the Canadian Supply Chain Management Association LinkedIn Group. Through this group, a candidate can research information needed on industry trends, news, hiring, etc.  However, the power to push traffic to a profile is in the posts.  Candidates need to be active by posting in LinkedIn. The posts can take the form of questions (requesting information, for example), or providing interesting information related to a career choice or industry.  In this way, LinkedIn becomes a dynamic career tool, rather than a passive platform waiting to be discovered out of billions of profiles.

The Advanced Plan

For some candidates, there may be a need to go beyond a basic professional social media plan based on industry expectations; you may also need to provide more information to support industry requirements and show exceptionality in the use of social media platforms.  Candidates are encouraged to discuss how involved they need to be on social media platforms with potential future career industry contacts. Employers from some career paths may expect candidates to have a heavy professional social media shadow, and take this further by adding social media as part of the interview process. For example, two interview questions may be, “Do you follow our organization on social media?”, “If so, what is the last thing we posted on one of our social media channels?” The following represents a possible advanced plan for candidates to develop a professional social media brand.


According to Dixon (2022), Twitter was estimated to reach 7.4 million monthly active users, up from 7.3 million users in 2015. These users were compared to monthly active U.S. Twitter users, which amounted to 67 million — a decrease from 68 million in the previous period. With more than 336 million monthly, worldwide, active users as of the first quarter of 2018, Twitter is one of the biggest global social networks (Dixon, 2022). In Canada, Twitter does not have the powerhouse of users like Facebook and LinkedIn. However, a significant number of Canadian companies use Twitter to recruit candidates.  For job seekers, the advantage of being active on Twitter is knowing real-time developments in your areas of interest. Using Twitter to share, comment, and post interesting developments allows you to be part of a global discussion in your career field, and to share thoughts with a global audience that extends past immediate friend groups. Utilize the Twitter platform to support skill sets used in your resume, such as communications, understanding of media, and industry currency.


Although Facebook is primarily a personal social networking site, employers are using this platform to post opportunities and scan potential candidates. Employers are increasingly using Facebook to brand their organization, post positions, and encourage future candidates to follow their posts. At Sun Peaks Resort (https://www.facebook.com/SunPeaksResort/) in British Columbia, a Facebook site “Sun Peaks Survivors” (https://www.facebook.com/groups/331577613562395/) was established.  The resort, corporation, and private businesses regularly post jobs and news on this Facebook page to recruit candidates for various positions. The ethics of using personal platforms such as Facebook to source candidates is beyond the scope of this chapter. You may recall earlier in the chapter we reviewed how to change privacy settings as needed — you may want to revisit this advice when considering the Facebook platform.

While not intended to be a career platform, there are aspects of Facebook that can be used as part of the advanced plan.  A candidate could develop two Facebook accounts: one for posts of a personal nature and the second for a professional page that has open access for employers to view.  The candidate could have two variations of their name, one for personal use, and the other for professional use.  In this way, a candidate can provide media, links, videos, and a career message to complement other social media sites, promote their career brand, and control their social shadow. Facebook can be used for connecting with influencers in a career field, sharing articles of interest of a professional nature, using your personal network to assist in developing employer contacts, and shaping the perception that potential employers will have through a Google candidate search.


There are features in Instagram that are not immediately obvious as part of career social media branding. However, Instagram allows a candidate to tell a story — a story using multiple photos and videos — all of which can be used to control employers’ perceptions of a candidate. Like other platforms, job hunting on Instagram is about connecting with relevant companies and individuals. Instagram can be used to learn about particular companies and their culture, and to find out what and who is influencing the industry.  For a professional social media brand, Instagram can be an effective way to support a skill set a candidate has described in their resume. The following picture (Figure 6.2) is an effective use of Instagram Stories to demonstrate some industry skill sets, and provides an impactful visual for hiring managers that is more dynamic than the traditional resume format.

Figure 6.2

Resume Stories on Instagram

Note. By Taylor Patton, 2023 Long description 

Webpage Sites

Develop a personal.com page! While not technically a social media platform, career portfolio products such as WordPress and Wix are customizable websites that candidates can use to advance their professional brand. Each of these provides numerous examples of career portfolios and comes with a plethora of career branding templates. Both are free to the user, and for those with advanced HTML and PHP coding skills, the templates are customizable for the user.  The difference with this approach compared to other social media platforms is that the user controls all the content and how viewers find the site. These platforms are essentially websites that a candidate can build and customize while utilizing all the key features of other social media sites.  An extra advantage of this type of branding would be to illustrate to employers your skill sets in design, HTML coding, web development, marketing, and communication skills.

Wix Career Template Example

To wrap up this section on the advanced career branding plan, look at Robby Leonardi’s interactive resume (http://www.rleonardi.com/interactive-resume/#!). This is a truly innovative use of social media and website development!


Technology has brought a new dynamic approach to job and career searching. Employers will use the information available via social media to determine the “best” candidate for their positions. Candidates will be googled, perceptions will be made, and hiring decisions will be determined in part by what digital information is available.  Yet, candidates have complete control over this process. Candidates should understand what digital information is currently available to their potential employers, and how that information can be used in interviews and hiring. They should also evaluate the best approach to controlling their social shadow, and determine at what level a career branding plan is needed to reach their career goals.


Reflect on the following questions:

  1. How would you determine the level of social media presence needed for your career path?
  2. If you decided not to have a social media presence, should you address this in an application or job interview?
  3. Who is the audience for your social media content?


Brown, V. R., & Vaughn, E. D. (2011). The writing on the (Facebook) wall: The use of social networking sites in hiring decisions. Journal of Business and Psychology, 26(2), 219–225. https://doi.org/10.1007/s10869-011-9221-x

Career Builder. (2014, June 26). Number of employers passing on applicants due to social media posts continues to rise, according to new CareerBuilder Survey [Press release].  http://press.careerbuilder.com/2014-06-26-Number-of-Employers-Passing-on-Applicants-Due-to-Social-Media-Posts-Continues-to-Rise-According-to-New-CareerBuilder-Survey

Career Builder. (2018, August 9), More than half of employers have found content on social media that caused them NOT to hire a candidate, according to recent CareerBuilder survey [Press release]. http://press.careerbuilder.com/2018-08-09-More-Than-Half-of-Employers-Have-Found-Content-on-Social-Media-That-Caused-Them-NOT-to-Hire-a-Candidate-According-to-Recent-CareerBuilder-Survey

Chauhan, R.S., Ronald Buckley, M. R., Harvey, M. G. (2013). Facebook and personnel selection: What’s the big deal? Organizational Dynamics, 42(2), 126–134. https://doi.org/10.1016/j.orgdyn.2013.03.006

Dixon, S. [publisher]. (2022a, April 28). Twitter: Number of users in Canada 2021. Statista. https://www.statista.com/statistics/303875/number-of-twitter-users-canada/

Dixon, S. [publisher]. (2022b, July 27). Twitter worldwide 2019. Statista. https://www.statista.com/statistics/282087/number-of-monthly-active-twitter-users/

Google Search Central. (n.d.). Documentation. Prevent images on your page from appearing in search results. Google. https://developers.google.com/search/docs/advanced/crawling/prevent-images-on-your-page?visit_id=636842978795339190-1579103853&rd=2

Google Search Help. (n.d.). Remove your personal information from Google. Google. https://support.google.com/websearch/troubleshooter/3111061?visit_id=637486904211890878-2207766864&rd=1

Jobvite (n.d). 2020 Recruiter nation survey [PDF]. https://www.jobvite.com/wp-content/uploads/2020/10/Jobvite-RecruiterNation-Report-Final.pdf

Jobvite (n.d) 2012 Social recruiting survey results [PDF]. https://www.jobvite.com/wp-content/uploads/2020/10/Jobvite-RecruiterNation-Report-Final.pdf

Leonardi, R. (n.d.). Interactive resume of Robby Leonardi [webpage]. http://www.rleonardi.com/

LinkedIn. (n.d.). About LinkedIn. LinkedIn. https://about.linkedin.com/#:~:text=900%20million%20members%20in%20more%20than%20200%20countries%20and%20territories%20worldwide.

Shontell, A. (2012, March 5). 23 cool resumes we found on Instagram [digital image]. Business Insider. https://www.businessinsider.com/cool-resumes-instagram-2012-3#-10

Strauss, K. (2016). These are the skills bosses say new college grads do not have. Forbes. https://www.forbes.com/sites/karstenstrauss/2016/05/17/these-are-the-skills-bosses-say-new-college-grads-do-not-have/?sh=3a59f43e5491

SunPeaks. (n.d.). Home. [Facebook page]. Facebook. https://www.facebook.com/SunPeaksResort/

Thompson Rivers University. (2018, October 15). The digital shadow. YouTube. https://www.youtube.com/watch?v=HtA7RzO_3Lo

Long Description

Figure 6.2 Description

Two examples of a brief resume posted on social media, Instagram: one is for user anastasia.hue, and the other is for alexander.hue.
In the first post by anastasia.hue, the resume information is formatted in two columns, framing a background image of a woman in rain gear hiking in a dense forest on a wooden path.
The second post is by alexander.hue. Although the resume information and comments are identical with the first image, this background image is of a young Indiana Jones in his fedora-style hat, peeking out from some forest foliage.

The resume information is as follows:
Large heading, bold, aligned left: Job Experience
Medium Heading, bold, left aligned, single spaced: Server
Kamloops, BC
Oct. 2022-Present
Normal font; bullets:

  • Educate guests on menu items
  • Coordinate with team to ensure positive guest experience

Medium Heading, bold, left aligned: Adventure Host
Tofino, BC
Apr-Sept. 2022
Normal font; bullets:

  • Organize merchandise
  • Keep up to date with product knowledge
  • Complete daily bookings
  •  Assist in retail inventory

Large heading, bold, aligned left: Certifications
Normal font; bullets:

  • Career and Experiential Learning Teamwork Career Badge
  • Serving it Right

Large heading, bold, right aligned: Education
Small font, aligned right: Graduated in 2022
Normal font, aligned right, single spaced: Bachelor of Tourism
Management at Thompson Rivers University

Large Heading, bold, aligned right: Skills
Normal font, bullets:

  • Communication
  • Teamwork
  • Problem-solving
  • Organization

Large heading, bold, aligned right: Volunteer
Normal font, single spaced, aligned right: Team Member, BC SPCA
Visitor Experience Ambassador,
Tourism Kamloops

Large heading, bold, bottom right aligned: Anastasia Hue
Medium heading, right aligned, single spaced: Adventure Enthusiast

In the Instagram comments section is the Instagram logo, with the profile picture and username: anastasia.hue, or alexander.hue for the second image.
The following caption is written single spaced below: Take the employer on a journey through your resume.
#resume #adventurestudies

Icons: heart (like), speech bubble (comment), (paper airplane) send

liked by gregsmcdonalds and 448 others

Comments (55)
Profile: fleur.dandonneau90
WOW, I love this!

Profile: daniel_pirozzi
So unique! Grabbed my attention instantly.

Profile: callummmarsh45
Can you email this to me please?

[Figure 6.2]

Media Attributions

  • Figure 6.1 The Social Lens Venn diagram, by author.
  • Figure 6.2 Anastasia Hue and Alexander Hue Instagram Resume stories by Taylor Patton, 2023. Used with permission.


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