!

Introduction THE RELEVANCE OF A DIGITAL PROFILE AS AN EMPLOYABILITY TOOL

!This briefing paper explores the relevance of a digital profile in todays society and the various
factors that influence its necessity. Taken into account are current research statistics and
current issues that might affect the relevance of a digital profile. For example, the rising
average in applications submitted for a single available position. It will also discuss the
implications and recommendations based on the findings of the above.

!Background
!The use of the internet has revolutionised many areas of business in the last 10 years and its all

linked into communication. As the internet became larger, communication became faster
through the use of email and online data transfer and this has had large implications for
businesses globally. (McGrath, 2008) The modern world is undergoing a communication
revolution. A revolution that, with the growth of the internet and the online world, is redefining
the way people live their day to day lives. (McChesney, 2007)

As a result of this revolution a new concept has come to the surface, digital profiles. And it is
widely acknowledged that a digital profile is needed to put you ahead of the crowd. Tombrakos
establishes that many employers will search for applicants online to gain an insight into the
candidate before meeting them. Whilst also stating that the resum is becoming a less
important tool in the recruitment process. (Tombrakos, 2012) The very nature of Meisters article
The death of the resum agrees with this. Stating that companies now look for a better insight
into applicants by using tests to measure aptitude, rather than judging them on a one
dimensional resum. (Meister, 2012) While acknowledging that the use of a resum is still
important and widely used, it can be seen that even the recruitment market has been influenced
by the growth of the internet.

!Current Research
!This change is evident everywhere. From the changing ways in which companies communicate

with customers via social media, (Caan, 2014) to the use of social media in recruitment. It was
found that, in 2012, 92% of U.S. companies surveyed by Jobvite used social media in the
recruitment process. Furthermore, many recruitment agencies now also use social media as a
resource. (Meister, 2012)

!Since its founding in 2002 (Linkedin, 2014) Linkedin has become the most popular website for
professional networking. (Bersin, 2012) With more than 187 million members in over 200
countries in 2012, it is one of the biggest professional networking sites in the world and many
agree that a digital profile is now a necessary tool. (Tombrakos, 2012)

!Further to this, the idea of personal branding has become very popular in the last few years.

The idea being that, when presenting yourself to an employer, you come across in the same way
that any other brand might wish to come across to a customer. In a general sense the idea
captivates the marketing aims of branded companies, who are trying to sell a product or service
to a customer. And uses these techniques to sell an applicant to an employer. (Middleton, 2011)
This idea of personal branding shows further evolution in the recruitment market and the need
for change in the approach of job applicants. This need for change can be seen in conjunction
with the increase in popularity of digital profiles. With Linkedin profiles moving from 187 million
in 2011, to over 300 million in 2014. (Linkedin, 2014) It is a safe assumption then that these two
trends may be related and in fact the increase in the use of digital profiles may be the result of
applicants trying to utilise this new idea of personal branding.

!Current Issues
!The number of applicants per job has risen significantly in the last few years. Making the job

market more competitive than ever. Reportedly, the average number of applicants for a single
position in 2009 was 48. This rose in 2010 to 68.8, while the number of available positions was

Ben Johnston

predicted to have fallen by nearly 7%. (Vasager, 2010) This figure rose again the following year,
when in 2011 it was recorded that the average number of applicants for a single position stood
at 83 for some of the largest employers. (Taylor, 2011) And these figures only reflect a small area
of the employment market. Certain sectors received up to and beyond 200 applications for each
position. (Vasagar, 2010) For example, Investment banks and fund managers recorded over 232
applications for some jobs in 2011. (Taylor, 2011).

!Research also suggests that it is not only applicants who are feeling the squeeze but employers

too. It was found, in 2011, the main objective of 62% of companies surveyed, was to streamline
the recruitment process. While 53% wanted the hiring time for new employees to be reduced.
(Prsopects, 2012)

!Implications
!All of this points to an increasingly competitive environment where obtaining a job requires

creativity and innovation. (Meister, 2012) With a rise in competition it is increasingly necessary
to separate yourself from the crowd and in the wake of the previously mention communication
revolution, what better way than in a digital profile? It can be seen by the success of Linkedin
that digital profiles are one of the ways forward. With many employers using Linkedin as a
recruitment resource.

!Regardless of the research above, by its very nature, job hunting is a competitive task. With

ever increasing competition, driven by fewer available positions and an increase in applicants,
its clearly not becoming any easier. This has led to a new approach to how applicants must
present themselves to potential employers. With popular terms such as self marketing and
personal branding being ever present today, one thing is consistent; With such a competitive job
market, one has to do something different to be noticed, while also keeping up with current
trends.

!Conclusion
!In conclusion, it is evident that the way in which businesses function has radically changed since

the beginning of the digital age and as a result recruitment has been influenced. The use of
digital profiles as an employability tool, although up for debate, can generally be seen as a
necessity in todays market. And it can be simply explained by analysing the society in which it is
used. It can be taken back to the very roots of our species. One must adapt to survive. Apply this
sentiment to the digital profiling and youll find that, although in a less dramatic way, those who
do not keep up with common trends today, will fall behind.

!Imagine quickly, if you, the reader, were interviewing for a position in your company. Now

imagine that an applicant turned up without a CV. When questioned, the applicant then argues
that, once upon a time, having a CV was not a necessity. Despite past trends, it would not likely
be a beneficial start for the applicant. In the same way, it is fast becoming a necessity to have a
digital profile. As a tool with which to present oneself, but also to network and communicate
with others. Regardless of whether an individual values their importance, with over 300 million
online profiles as of 2014 (Linkedin, 2014) it is, unarguably, a trend.

!Recommendations
!In light of the facts presented here, it would seem that digital profiles are useful tools for self

presentation and networking. Making them beneficial for the user. However it can also be seen
that an increasing amount of employers acknowledge them as part of the recruitment process.
Although not an overwhelming amount, it was found that 14% of companies surveyed used social
media as a recruitment tool. And of that 14%, 92% used Linkedin. (Prospects, 2012)

!In an ever changing recruitment process it would appear wise to keep up with this common trend
of having a digital profile. However, assuming that digital profiles are mostly being used as a
tool for self branding, it must be taken seriously and done properly. After all, business tycoon
James Caan states There is no time for sporadic efforts in business. (Caan, 2014)

Ben Johnston

References

!Bersin, J., 2012. Linkedin is disrupting the corporate recruiting market [online] [accessed 8th
January 2015] available from: http://www.forbes.com
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!McChesney, R., 2007. Communication Revolution. United States: The new press, New York
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!Middleton, S., 2011. Building your personal brand from scratch: a guide to graduates [online]
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!Taylor, J., 2011. Graduate gloom as 83 apply for every vacancy [online] [accessed 8th January
2015] available from: http://www.independent.co.uk/news
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January 2015] available from: http://www.forbes.com
!Vasager, J., 2010. Graduates warned of record 70 applications for every job [online][accessed
8th January 2015] available from: http://www.theguardian.com

Ben Johnston