Network your way to a better job
By Fiona Wagner • Bankrate.com

We've all heard the saying, "It's not what you know, but who you know," and nothing could be truer when it comes to job hunting. With today's tight economy and stiff competition, who you know can make the difference between getting a job or not.

That's where social media -- online tools such as LinkedIn, Facebook, Twitter and blogs -- can help.

"Networking defines your next job," says Cecile Peterkin, career coach and owner of Toronto-based Cosmic Coaching Centre. "With social media, you don't need to network face-to-face. You can maximize your networking opportunities online."

Social media tools allow you to make connections with people looking to fill jobs or with friends and colleagues (and their friends and colleagues) who can help give you an "in."

"The aim of these tools is really visibility," says Daisy Wright, career coach and owner of the "Wright" Career Solution in Toronto. "How can someone make themselves stand out in a crowd? It's in being proactive that one finds opportunities."

It's also a way to advance ideas, show off your expertise and promote yourself, something that's tough to do when you're simply responding to a job ad. "It shows (recruiters and human resources professionals) that here is someone who's taking initiative, not waiting until something happens, but is doing what he or she needs to do to get ahead of their competition," says Wright.

"You need more than just your resume and cover letter," says Peterkin. "It's about marketing yourself -- your personal brand, how you stand out -- using social media."

Recruiters are taking notice. According to a recent survey by Toronto recruitment company Head2Head, 69 per cent of recruiters surveyed use LinkedIn, 44 per cent use Facebook, 9 per cent use Twitter and 6 per cent use blogs to find candidates.

Another survey by San Francisco-based Jobvite reports that 76 per cent of HR professionals use LinkedIn to research candidates, 67 per cent use search engines, 44 per cent use Facebook and 21 per cent use Twitter. The survey also found that employers are more satisfied with candidates found by social networks than job boards.

Trend or tool?
Early adopters, or people on the forefront of technology trends, have long appreciated the merits of social media. Today, the number of people using these tools is staggering: There are 250 million Facebook users, 40 million LinkedIn users and 4.5 million Twitter users. Plus, 184 million people worldwide have started a blog, while 346 million people worldwide are reading blogs. The numbers are only expected to grow.

But for many people, social media tools come with a steep learning curve. Others just don't see the point. But experts warn against dismissing the benefits of these tools too quickly.

"You can't really say, 'I'm not into this," says Peterkin. "You don't have to be into it socially, but job seekers should open their minds to what's out there now."

What's in your toolbox?
When getting started with social media, it can be easy to join every network and spread yourself too thin. But that isn't a good idea.

"Determine what tools you prefer, then set aside some time to practise them," says Wright. Get good at using one tool before you expand and move on.