The ongoing dilemma: Should marketers indicate unemployment on LinkedIn?

LinkedIn introduced the ‘open to work’ (OTW) photo frame in June 2020, sparking a debate among users. This 'green banner' lets people indicate their job status, whether they are unemployed or available for freelance work. The idea is to attract the attention of recruiters and expand one's professional network.

It may sound simple, but there have been various opinions on whether adding a green "open to work" banner on LinkedIn is a good idea. Some see it as a sign of desperation, while others view it as a potential red flag for employers. This has left many candidates unsure about whether they should display their job-seeking status.

For marketers, the decision to use the banner is especially complex. In a profession where personal branding is crucial, there is pressure to not only excel in marketing but also establish oneself as a thought leader on the platform. The question arises - should marketers focus on promoting themselves in more effective ways than just adding a green banner to their profile? This topic is intricate and, like many others, does not have a clear-cut answer.

Emma Archer, a senior marketing recruitment specialist with over 20 years of experience, suggests various ways to increase visibility to potential employers on LinkedIn while also adding value and building a professional network.

Archer's recent post on LinkedIn sparked discussions and debates about the effectiveness of the green "open to work" banner. In her post, she shared her opinion as a recruiter that she would not use the banner if she were to lose her job.

Archer shared her thoughts on whether senior marketing talent should use the feature in her post. She mentioned that there may still be a stigma associated with being unemployed, which could lead to bias from recruiters and brands if the banner is used.

This sparked a backlash, with over 150 comments, many of which disagreed with Archer's viewpoint.

"I am a strong supporter of helping individuals navigate the recruitment process and secure employment," she shares with Our Website, which inspired her initial post. She believes that many job seekers are unsure about using the green banner, while others simply choose not to. "I aim to assist people in avoiding biased judgments from potential employers," she explains, as some see the banner as a way to identify problematic companies.

The discussion around the green banner is particularly contentious due to the challenging job market for marketing professionals. Many experienced individuals have been searching for employment for over six months, leading to debates about the significance of displaying a green banner on their profile. Ultimately, this debate may not be the most crucial one to be having in the current landscape.

Heightened emotions

Archer describes it as "muddy water" and questions why we would expose ourselves to potential dismissal due to bias. She draws a comparison to the bias that can arise from including photos on CVs, emphasizing the risk of facing discrimination.

Andy Davies, commercial director at recruitment firm Vertical Advantage, believes that the recent backlash reflects the current state of the job market. He notes that there is a lot of sensitivity surrounding the topic, especially as many people are actively looking for jobs. Davies emphasizes the importance of approaching these discussions with care, recognizing that many individuals have been out of work for an extended period of time and are highly invested in the issue.

Davies acknowledges the challenges of standing out on platforms like LinkedIn, where everyone is striving to establish a personal brand and share their opinions. He highlights the conflicting advice regarding whether job seekers should display an "open to work" banner on their profiles. This mixed feedback can be frustrating for individuals seeking employment, as they are constantly bombarded with varying viewpoints.

Rich Howell, founder of FMCG recruitment firm Marvel FMCG, believes that the debate surrounding using LinkedIn profiles gives "huge mixed signals" to candidates. He has encountered many marketing candidates who feel anxious about using LinkedIn because they were advised by a recruiter that it could harm their chances. Howell emphasizes that it is currently 2024, not 1984, and questions the negativity towards individuals who are unemployed through no fault of their own.

Rich Howell from Marvel FMCG believes that in today's competitive job market, candidates can use all the help they can get. He emphasizes the importance of raising awareness that you are actively looking for a job, as it can give you an edge. Howell mentions that while it may not matter to everyone, using the banner indicating your job search status can be significant for some recruiters or hiring companies.

Davies believes that there is a bias against candidates who use the OTW banner. He argues that this bias should not exist, as it introduces unfairness into the recruitment process. Many in the recruitment world are working to eliminate bias in all its forms.

Some individuals view using the OTW banner as a negative because they think it shows desperation. However, Davies disagrees. He believes that labeling candidates based on this banner is unfair and does not give them a chance to showcase their true selves and experiences.

Archer recommends candidates to increase their chances by not using the green banner, while Davies believes there is nothing wrong with using it.

According to LinkedIn data, users with the OTW banner are 40% more likely to receive direct messages from recruiters and 20% more likely to receive them from the wider LinkedIn community. Since 2020, 36 million members have used the photo frame.

LinkedIn career expert Charlotte Davies suggests that by activating the ‘open to work’ feature on LinkedIn, candidates can discreetly show recruiters that they are open to new opportunities. Additionally, adding a green frame to profile images can notify the wider LinkedIn community that you are actively seeking new opportunities.

Davies offers advice to candidates, emphasizing the importance of including a summary, recent work experiences, notable accomplishments, skills, and relevant keywords in their profiles. She also recommends demonstrating active engagement within their industry by commenting on relevant posts, sharing insightful articles, and following trends and thought leaders.

Unlock your visibility

Archer recognizes the importance of the OTW banner in roles like procurement and finance, but believes that marketing requires a different approach. In marketing, individuals should have the freedom to promote themselves, network, and present themselves positively among their peers.

"That’s my argument," she says, "there are plenty of other creative ways for you to increase your visibility and attract opportunities, and the green banner isn’t one of them."

The OTW banner is different from the "open to work" setting on LinkedIn where users can indicate their availability to recruiters. According to Davies, some recruiters prioritize candidates who have this setting turned on when trying to fill a role, making it a beneficial feature to utilize.

For some recruiters, networking is the key. Archer shares how she quickly filled a senior marketing role by connecting with candidates she had already established relationships with. These candidates stayed in touch with Archer and remained active, which helped them land the job. On the other hand, many job-seeking marketers struggle to even get a response from recruiters, which can be discouraging for them.

Howell encourages recruiters to change their perspectives. He has met talented candidates who have been laid off and wear their badge of honor proudly. By shifting opinions and embracing these candidates, Howell believes that the ongoing debate can be resolved.

Editor's P/S:

The debate surrounding the use of the "open to work" (OTW) banner on LinkedIn has sparked mixed reactions. While some believe it can increase visibility and attract recruiters, others argue that it may lead to bias and negative perceptions. The article highlights the varying perspectives of experts, including Emma Archer, Andy Davies, and Rich Howell, who offer insights into the potential benefits and drawbacks of using the banner.

Ultimately, the decision of whether or not to use the OTW banner is a personal one. Job seekers should weigh the pros and cons carefully and consider their individual circumstances and career goals. The article provides valuable advice from industry professionals on alternative ways to increase visibility and build a strong professional network, emphasizing the importance of self-promotion, active engagement, and building relationships with recruiters. By understanding the nuances of the debate, individuals can make informed decisions about how to best present themselves on LinkedIn and navigate the job market effectively.