Staying Professional on Social Media
Social media has transformed the way we connect, share, and communicate. While it offers numerous benefits for networking and self-expression, it also comes with potential pitfalls, especially for professionals. Today, an ill-advised post can cost you your job, tarnish your reputation, and leave a permanent stain on your career. The stakes are high, making it critical to navigate social platforms responsibly.
Why Professionalism on Social Media Matters
Social media is not a private diary; it’s a public stage where your actions are visible to colleagues, employers, and clients. A 2023 survey by CareerBuilder revealed that 70% of employers check a candidate’s social media profiles during the hiring process. Another 54% stated that they’ve decided not to hire a candidate based on their online presence. These statistics highlight the importance of curating a professional and respectful digital persona.
What you post online can have lasting consequences, even if deleted. Screenshots and digital archives can resurface content you thought was gone. Employers and clients often assess social media profiles to gauge judgment, character, and alignment with their values. A single misstep online can have long-lasting repercussions, so it’s crucial to think carefully before hitting "post."
Building a Positive Online Presence
Staying professional on social media doesn’t mean you can’t be authentic or engaging. Instead, it’s about aligning your online persona with your career goals. Here are actionable tips:
1. Set Clear Boundaries
Use privacy settings to control who can see your posts.
Consider having separate accounts for personal and professional use. For example, a private Instagram for friends and a public LinkedIn for career-related content.
2. Think Before You Post
Ask yourself: Would I be comfortable if my employer, client, or future recruiter saw this?
Avoid posts that can be misconstrued or perceived as offensive.
Consider how your words may impact your reputation or relationships, both personally and professionally.
3. Engage Constructively
Share articles, achievements, or industry insights that highlight your expertise.
Participate in discussions respectfully, even if you disagree with someone’s opinion.
Celebrate others' successes and contributions in your network.
4. Avoid Oversharing
Personal struggles or workplace grievances are better shared with close friends than a global audience.
Avoid subtweets or cryptic posts that could cause unnecessary speculation.
Remember that social media can be permanent, and what you share may follow you for years.
5. Monitor Your Digital Footprint
Periodically review old posts and delete those that no longer reflect your values or professionalism.
Use tools like Google Alerts to track mentions of your name online.
Be aware of how your past content may be perceived by future employers or colleagues.
6. Avoid Controversial Topics
Stay neutral or avoid posting on sensitive or polarizing topics unless they align with your professional stance or values.
If you do engage in controversial topics, ensure you do so thoughtfully and respectfully.
Learning from Real-World Examples
Jennifer Tejada, CEO of PagerDuty
In 2022, PagerDuty CEO Jennifer Tejada faced significant backlash after sending a tone-deaf message about layoffs. In her email announcing job cuts, she ended with an upbeat Martin Luther King Jr. quote—a move widely criticized as inappropriate given the somber nature of the news. This misstep led to significant public criticism, with many accusing her of lacking empathy and being out of touch with the challenges faced by affected employees. The backlash not only spread across social media but also tarnished the company’s reputation, eroding trust among stakeholders and damaging its brand image.
This incident underscores the vital importance of empathy, thoughtful communication, and sensitivity when addressing difficult situations. Leaders must be especially mindful of their tone and wording in public statements, as poorly handled messaging can alienate employees, harm morale, and damage an organization’s reputation.
Matthew Baltzell, CEO of Cap X Media
In June 2024, Matthew Baltzell, founder and CEO of Cap X Media, faced criticism after sharing a LinkedIn post about firing his first employee. The post, which included a smiling selfie of Baltzell, was meant to be a lighthearted reflection on his entrepreneurial journey. However, many perceived it as tone-deaf and disrespectful, given the gravity of the situation. The post quickly went viral, sparking widespread backlash on social media. Critics accused Baltzell of lacking empathy and professionalism, as the message appeared to downplay the difficult nature of letting someone go. The incident attracted negative attention from both employees and the public, leading to heated debates about leadership and the responsibility of executives to handle sensitive topics with care. As a result, Cap X Media faced significant damage to its reputation, with many questioning the company’s culture and values.
John Demsey, Estée Lauder Senior Executive
In March 2022, John Demsey, a senior executive at Estée Lauder, was dismissed after posting an offensive and inappropriate meme on his Instagram account. The post, which included a racial slur, was widely condemned by the public and led to an outcry on social media. Estée Lauder quickly took action, releasing a statement acknowledging the offensive nature of the post and confirming Demsey’s termination.
The incident sparked significant controversy, not only for the offensive content but also because of the position Demsey held at a globally recognized beauty brand. His actions were seen as contradictory to the company’s commitment to diversity, equity, and inclusion. Demsey’s termination highlighted the growing scrutiny of corporate leaders and their personal online behavior, especially when it comes to issues of race and inclusion.
This example underscores how social media posts, even from high-ranking executives, can have far-reaching consequences on both personal careers and corporate reputations.
Houston-area Wells Fargo Executive
In 2020, a Wells Fargo executive from the Houston area was fired after posting offensive and racially insensitive content on social media. The posts, which included derogatory remarks, were flagged by concerned individuals and reported to the company. As a result, the executive faced intense scrutiny, with Wells Fargo quickly taking action. The company terminated the executive’s employment, emphasizing its commitment to maintaining a respectful and inclusive work environment. This incident underscored the risks of sharing inappropriate content online, especially for professionals in leadership positions. Wells Fargo, like many other corporations, holds its employees accountable for their actions both inside and outside the workplace, particularly when those actions contradict the company’s core values.
Balancing Authenticity and Professionalism
Being professional doesn’t mean being robotic. Authenticity is key to building connections, but it should always be balanced with decorum. Share your passions, hobbies, and achievements, but avoid venturing into polarizing or overly personal territory unless it aligns with your professional goals.
For instance, an executive assistant sharing tips on managing a complex calendar, organizing virtual meetings, or how to create a filing system that works can demonstrate expertise and passion without crossing boundaries.
Navigating Controversial Topics
It’s best to avoid polarizing discussions unless they are central to your profession or brand. If you do engage, follow these guidelines:
Be Informed: Research thoroughly before expressing opinions.
Be Respectful: Avoid personal attacks or inflammatory language.
Be Prepared: Understand that your stance may attract criticism and be ready to handle it constructively.
Tips for Job Seekers
If you’re job hunting, your social media presence can be an asset or a liability. Optimize your profiles to highlight:
Achievements and skills
Industry engagement and thought leadership
Endorsements or testimonials from colleagues
At the same time, eliminate or hide content that could raise red flags.
Social media is a powerful tool for personal and professional growth when used wisely. By maintaining professionalism, you can build a positive online presence that enhances your reputation and opens doors to new opportunities. Always remember: your digital footprint is a reflection of your brand. Use it to showcase your best self, and let it work for you, not against you.