Today, I spoke with Lindsey Pollak, who is a good friend of mine and fellow Gen-Y career guru. She wrote a book called Getting from College to Career and has several columns in big media outlets, in addition to speaking and consulting. In this interview, Lindsey talks about what she’s learned from speaking to college students recently, emphasizes the importance of networking, and touches on her personal experiences using social media to build your own personal brand.
When you go to speak to students across the country, how have you accessed their proficiency in job searching and resume building through online means? Most students I talk to don’t know what LinkedIn is. What are your experiences?
A year or so ago, very few students I met had even heard of LinkedIn. Today, I’d say about 1/4 of students at my workshops are aware of the site, but most don’t really know how to make the most of it.
I believe that an active presence on LinkedIn is no longer optional for a career-minded person of any age, so I talk about it in every speech and workshop I give.
- First, I advise students (and everyone else!) to set up a complete profile including keywords a recruiter or business owner might use to find someone with your skills and interests.
- Then I recommend joining groups on LinkedIn (such as the Personal Branding group, of course) to build connections and become part of conversations about industry news.
- Third, I recommend customizing those little “I’d like to add you as a connection” messages – that’s a great way to stand out and show that you are someone who takes the time to personalize your communications.
Another important tip, particularly for those who are just starting out in the workforce, is to scour other people’s LinkedIn profiles to look for companies you may want to apply to, job titles or professions you didn’t know about, professional organizations where you might network and people with similar interests who might be willing to offer some job search advice. If you’re trying to build your own personal brand, LinkedIn is incredibly valuable as a massive database of other people’s personal brands and career paths to research.
Why do students fear networking so much? What can you tell them to alleviate some of this fear?
I’m so glad you brought this up. It’s very, very common for students and recent grads to cringe or cower at the word “networking” and go out of their way NOT to do it. I think the fear comes from a few places:
- Thinking they don’t know how to network
- Thinking they are too shy to network
- Thinking that networking means “using” people
I probably hear #3 the most. Many students are worried that they shouldn’t ask people to help because they are “only” students and don’t have anything to give in return. I think there’s a simple and powerful solution. Whenever you ask anyone for help, guidance, a connection or a job lead, simply say very graciously, “Thank you so much for your help. Please let me know if there is anything I can ever do for you.” This shows that you understand that networking must be mutually beneficial to be effective.
For those who think they don’t know how to network or worry that they are too shy, I like to remind people that networking is just about talking to people and maintaining relationships. You don’t have to network with CEOs or VIPs to benefit, and networking doesn’t have to mean shaking a million hands at a conference or making 100 cold calls. I advise young professionals to list the people they know – friends, family, neighbors, professors, coaches, family friends, etc. – and start chatting with those people about your career interests and theirs. Then slowly start asking these people to introduce you to other people in their networks. If you are gracious and genuine, most people are more than happy to provide some advice and connections.
Which 2-3 social media tools do you use most often and why?
In order of which social media I couldn’t live without:
I have profiles and am somewhat active on other sites, but these are far and away my top three. I love Facebook because it’s fun and keeps me in touch with what’s happening with students across the country – the main market for my books and blog. I love LinkedIn because I can keep in touch with people I meet professionally, make valuable new contacts through groups and easily recommend students for job openings I hear about through my network.
I use Twitter because I love to read and learn as much as I possibly can and it’s a never-ending stream of resources, articles, news and opinions. Overall, I love social media because I work for myself and travel a lot, so being active on these sites makes me feel really connected. From a personal branding perspective, it’s a great way for me to share career-related blog posts, event invitations and random thoughts with a wider audience. It makes me so happy when someone re-tweets or comments on anything I post!
What do you think the demand is for personal branding in education? What do teachers/faculty think about it?
I’m not hearing personal branding talked about that much in the education arena, but I am hearing it frequently from entry-level recruiters. It’s a hot buzzword, particularly during the recession when jobs are scarce and employers aren’t hiring that many people. To get a job, or even an interview, right now you absolutely have to stand out – in person as well as in your “marketing materials” (cover letters, resume, online presence).
I moderated a panel of employers a few weeks ago and all of the panelists emphasized the importance of personal branding. They mentioned the importance of showing a depth of interest in a particular area (e.g., being on the student council for four years and working your way up to vice president rather than dabbling in six different extra curriculars). They also mentioned the importance of being able to talk confidently about yourself and the decisions you’ve made – why you chose your college, why you took certain internships, why you volunteer for certain causes, etc. And, most of all, they are very impressed by students who show that they’ve really researched the companies and industries they want to work in. It’s not enough just to show that you’re great. You have to show why you are a great match for the culture and brand of the company you want to work for.
You’ve gotten a lot of exciting opportunities lately, as you continue to position yourself as the #1 career expert for college students. Have the opportunities (i.e. ABC news column, Fast Company, etc) come through contacts, through inbound marketing or from reaching out? What results have you seen from this added visibility?
Thank you, Dan! I have been very fortunate lately to see a lot of hard work pay off in recognition and opportunities. It’s interesting – each opportunity has come in a different way, which is why I am very diverse in the way I market myself and my books, blog, speaking and consulting. The majority of opportunities I’ve had – finding a literary agent, publishing a book, getting a column on ABC News on Campus and Fast Company – have come from networking. I attend networking and professional development events all the time and get together several times a week with new and longtime contacts.
I’ve recently been working with a terrific SEO consultant who has helped build my blog traffic as well as interest in my speeches and workshops. I’m eager to explore that marketing avenue a lot more. I’m also working on a brand new website, which I’m really excited about and will help me to reach more college students and recent grads with career advice however they want it (blog, books, video, podcast, etc.). – I want to be as helpful a resource as I can during this incredibly difficult job market.
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Lindsey Pollak is an author, speaker and corporate trainer specializing in career development for Generation Y college students and young professionals. She is the author of the popular career advice book for college students and recent grads, Getting from College to Career: 90 Things to Do Before You Join the Real World (HarperCollins, April 2007). Lindsey writes a top-rated career blog, Lindsey Pollak Blog, and is the Career Contributor for ABC News on Campus. She also contributes columns to FastCompany.com and The Huffington Post. A noted expert on career issues, Lindsey’s advice has been featured in such media outlets as The New York Times, The Wall Street Journal, and The Boston Globe.
