As the nation's job seekers attempt to find any advantage in a tight job market, more and more are turning to social networking to stand out from the crowd. However, while these sites have the potential to revolutionize the job search, they could also prove harmful for those who rely too heavily on them or misuse them, warns one employment authority, John A. Challenger, CEO, Challenger, Gray & Christmas, Inc. The firm provides job-search training and counseling to individuals who have lost their jobs.

“The job search has changed radically during the last two decades with the advent of electronic mail, the Internet, social networking, smart phones, etc.,” Challenger says. “However, it is important to remember that all of these technologies simply enhance the job search; they will never replace the face-to-face connections that are critical to a successful search.

“That being said, we feel that these new networking tools are essential and now advise all of the job seekers going through our program to open LinkedIn accounts and to consider other services such as Facebook and Twitter,” Challenger continues. “Of course, many of the job seekers going through our program do not need the advice as they are already among the millions who have signed up on social networking sites in recent years.”

The number of Americans belonging to social networking sites has grown exponentially in the last five years. It is now estimated that 51 percent of online U.S. adults utilize social networking sites such as Facebook or LinkedIn, according to a recent survey by Forrester Research. That is up from the 25 percent of users who reported using social networking sites in 2007.

One reason the number of social networkers is on the rise is due to increased use among business professionals.  In fact, the most rapidly growing age group represented on Facebook is the 35 years and older population. 

Meanwhile, a study from the Pew Internet & American Life Project reveals that 19 percent of Internet users are sharing personal and business updates on Twitter or other status-update services, up from 11 percent earlier this year.   

“Social networking is an easy way for job seekers to build their network by reaching out to former colleagues and classmates, as well as fellow alumni and industry professionals,” Challenger says. “Job seekers can then use their networks to uncover available positions and to establish relationships with hiring managers or contacts who can give them a recommendation.”

Job seekers are not the only ones taking advantage of these new tools. Employers are also jumping on the social networking bandwagon. A recent survey by Jobvite found that 80 percent of companies use or are planning to use social networking sites to fill vacant positions. While LinkedIn is still the most popular site used by employers, with 95 percent of companies using it, Facebook and Twitter are gaining ground. The use of Facebook has grown from 36 percent of recruiters in 2008 to 59 percent in 2009, while Twitter is currently being used by 42 percent of recruiters.

 “Social networking should be used cautiously, however,” Challenger notes. “As these sites become increasingly intertwined, it will becomes easier and easier for potential employers to access the more personal aspects of job seekers' lives.”

Status updates on Facebook can now be sent automatically to Twitter followers. A similar cross-service status updates was recently initiated between Twitter and LinkedIn. The problem is that people tend to use these services in different ways, and these ways are not always compatible with the job search.

In fact, a job seeker is twice as likely to be eliminated from consideration than be hired based on his or her social networking site content, according to a survey of human resources professionals by Careerbuilder.com. In the survey, 35 percent of respondents said they ceased consideration of an applicant due to a social networking gaffe, with reasons ranging from provocative/inappropriate photographs and information to candidates having poor communication skills. Only 18 percent said they offered a position to a prospective employee due to social networking research, attributing that decision to seeing the candidate as a good fit for the company or the candidate's site conveying a professional image.

 “The other danger is that many job seekers tend to let the Internet become their primary, if not sole, job-search tool,” Challenger says. “It is too easy to simply sit in front of one's computer all day, scanning job boards and expanding one's virtual network through LinkedIn. However, these online connections are superficial at best. It takes a lot more work to turn them into meaningful relationships that can advance your job search. In the end, face-to-face meetings are still the most effective relationship-building tool available.”

To learn more about Challenger, Gray & Christmas, visit www.challengergray.com.