Social Media: The New Cover Letter?

Over the weekend, I followed a conversation between Charlie O’Donnell (@ceonyc), Founder of Path 101, and Alison Doyle (@alisondoyle), About.com’s Job Search Guide on Twitter, and then later on their blogs. (Click on the graphic for a larger, more readable version.)

They were debating the value of the cover letters vs. a more comprehensive personal branding effort built around social media.

So here is my take:

Charlie is right. Social media allows you to take control of your personal brand and highlight your strengths. You can show rich examples of your work. You can let people peek inside your head in a way that resumes and cover letters never have and never will.

This morning, Jessica Lee linked to Matthew Cadwallader, a senior at UMass-Amherst who is using his website and blog to showcase his obvious skills and passion for communications, A/V production and writing. Matthew’s got it going on. He could not possibly have communicated just how impressive he is with only a resume and cover letter.

Alison is right too. The vast majority of professionals are unwilling or unable to send the time and effort needed to maintain a presence as good as Matthew’s. To do it well is a job in and of itself, and if you are looking for a new job immediately, a cover letter can absolutely convey that you have spent the time to learn about the company to which you are applying. When I receive a cover letter that shows an understanding of what ERE is and the position that we are trying to fill, I definitely take note.

Long term vs. Short term & Farming vs. Hunting

To a large degree, the cover letter vs. social media debate is like discussing the merits of the hammer vs. the screwdriver. Different situations call for different tools, and often both are necessary.