March 9 , 2010

Most employers search online for information about potential creative hires, survey shows

72% of advertising and marketing executives interviewed said they are likely to search for information about prospective hires online

A polished resume and portfolio aren't the only tools advertising and marketing professionals need to land their next job. A new survey shows a sterling digital presence is important, too. Nearly three-quarters (72 per cent) of advertising and marketing executives interviewed said they are likely to search for information about prospective hires online. Another 59 per cent review job candidates' LinkedIn profiles and 44 per cent check out their Facebook pages.

The study was developed by The Creative Group, a specialized staffing service providing creative, advertising, marketing and web professionals on a project basis, and conducted by an independent research firm. It is based on 250 telephone interviews - 125 with advertising executives and 125 with senior marketing executives.

Advertising and marketing executives were asked, "When evaluating potential advertising/marketing hires, are you likely to view the candidate's ... ?" Their responses(*):

• Results of a web search using the candidate's name................... 72%
• LinkedIn presence.................................................... 59%
• Facebook presence.................................................... 44%
• Blog postings........................................................ 35%
• Twitter presence..................................................... 23%

(*) Multiple responses allowed.

"Because creative professionals are often responsible for building and managing their companies' online reputations, it's imperative for them to approach their personal profile with the same strategic mindset," said Lara Dodo, vice president for The Creative Group's Canadian operations. "Professionals who ensure their digital footprint demonstrates professionalism, credibility and expertise will position themselves for immediate and long-term career success."

Added Dodo, "Creative professionals should approach their personal brand cohesively by ensuring all elements, including business cards, resumes, online profiles and portfolios convey a consistent and accurate depiction of the product they are trying to promote - themselves."