Who’s missing out? The impact of digital networking behavior & social identity on PR job search outcomes

Abstract

This study investigates how different aspects of social identity correlated with online networking and job search success. Undergraduates and recent graduates seeking public relations roles between 2020 and 2021 were surveyed (N = 355) for their early career job-seeking practices. The pre-existing lack of diversity in PR and the tendency to favor job candidates who are similar to the decision-maker means that the move to virtual relationship building and vetting may be especially impactful for diverse applicants. The results showed that networking was extremely important as over 94% of respondents found their position via networking of some sort. Respondents found roles most commonly via LinkedIn (57.5%), followed by other social media (49.9%). LinkedIn network size was positively correlated with more job offers, whereas Twitter and Facebook network sizes were insignificant. Those who identified as white used LinkedIn more and had more job offers than those who identified as BIPOC. Veterans and those receiving need-based assistance also reported having fewer job offers. This paper extends the strength of weak ties theory by demonstrating the importance of weak ties in digital networking in the PR industry. This research suggests that maintaining weak ties via LinkedIn is valuable for success in digital networking, particularly by growing a robust LinkedIn network and maintaining an active profile. Practical advice for PR educators and students illustrates how to enhance LinkedIn use to promote equity in digital networking. Moreover, the PR field may promote diversity among applicants and hires through mentoring, recruiting, and growing their own diverse digital network.