In the job search, YOU are the product and you want the potential employer to see the value you bring the position. In every step of the process you need to clearly present and differentiate your personal brand. You want to always present yourself as a successful professional who can add value to their organization whether you are interacting in person; they are reviewing your resume and cover letter or checking you out on social media. Your professional brand must be consistent across all platforms.
It’s easy to forget that employers are assessing your personal brand via your social media presence. You need to ensure that what they see is consistent with your personal brand. While social media is an integral part of all aspects of students’ lives, it has had a significant impact on their job searches.