Before you hit "Post," apply the Airport Test.
Imagine you are stuck in a middle seat for six hours next to the CEO of your dream company. You have no choice but to talk to them.
Would you be proud to show them the last 12 things you posted? If the answer is "No," you have a brand problem.
This doesn't mean you can't have a personality. Humor is good. Sarcasm is risky. Nihilism is a career killer.
Different platforms serve different purposes. Tailor your behavior accordingly. OnlyFans.2024.Bambi.Blacks.4.Foot.Midget.BBC.Cr...
However, creators must also consider:
| Platform | Best For | |----------|----------| | LinkedIn | Professional networking, job search, B2B, corporate roles | | Twitter / X | Real-time industry news, short insights, tech/creative fields | | Instagram | Visual portfolios (design, art, fashion, food, fitness) | | TikTok | Educational snippets, career advice, behind-the-scenes | | YouTube | Long-form tutorials, deep dives, portfolio evidence | | GitHub / Behance / Medium | Work samples and long-form writing |
Tip: It’s better to be active on 1–2 platforms than scattered across 5.
Stop treating social media like a diary. Start treating it like a broadcast station for your expertise. Before you hit "Post," apply the Airport Test
1. Document, don't just share. Instead of sharing a link to an industry article, write a 3-line takeaway. “I loved point #4 in this report. Here is how I applied it to my workflow this morning...” That shows critical thinking.
2. Curate your "Following" list. You are the average of the five people you spend the most time with online. Unfollow the whiners, the drama-starters, and the "hustle porn" gurus. Follow the doers, the innovators, and the kind leaders.
3. The 90/10 Rule. Make 90% of your content valuable (tips, insights, questions, celebration of others’ wins). Reserve 10% for personality (pets, hobbies, family). The personality makes you likeable; the value makes you hireable.
The relationship between social media content and career is no longer a cautionary tale about getting fired. It is a playbook for getting hired. Tip: It’s better to be active on 1–2
You have a choice. You can view social media as a surveillance threat, hide your head in the sand, and wait for luck to find you. Or you can view it as a broadcasting tool, step into the arena, and publish your way to relevance.
Start small. Post one insightful comment today. Share one lesson learned this week. Clean up three old photos from your past. The world is scrolling. Make sure when they look you up, they find a professional, not a liability; an expert, not an amateur.
Your next job is currently scrolling the feed of your past self. What is that self saying about you right now?
Action Item: Before you close this tab, Google your own name in an incognito window. The first three results are your career reputation. If you don't like what you see, you now know exactly where to start fixing it.
Here’s a practical guide to managing social media content in relation to your career, whether you’re job-seeking, building a personal brand, or growing professionally.