Apple Cider Vinegar: Social media and our careers
Do we really need to be 'out there' to win business and roles?
I’ve been down the very deep rabbit hole that is Apple Cider Vinegar on Netflix. Have you seen it? If you haven’t, in a nutshell, it’s a dramatisation of a young woman called Belle Gibson who founded a business on the lie that she had cancer. As well as watching the show I’ve read a book by the journalists who uncovered her lies. It’s called ‘The woman who fooled the world’ by Beau Donelly and Nick Toscanu.
Aside from the story itself, the part that fascinated and stayed with me was the role social media played - how the business was built using (the then quite new) Instagram. The role of ‘influencer’ in the early Instagram days and using social media to showcase work and business to potential clients and community.
Do we really need social media to build our business and be ‘out there’ for work? Or is it a distraction and just a tool for showing off?
You may know that I love Insta. I am on there a lot and I enjoy making reels and sharing stories. There are some days, though, that I wonder if I’m on there too much. That I am living my life through social media.
You see, we say it’s for work. I tell myself that every post is about visibility. With social media posts you’re not always selling, you are putting yourself first and foremost in the minds of people who follow and who are shown it by the algorithm.
The idea is about ‘reach’ - so you might not have a customer in the friends and connections that know you and follow you, but when they are asked ‘Do you know a career or CV coach?’ you want them to answer ‘Yes! Jenny does that!’.
I know it works because of enquiries I get about coaching. However, is it an essential?
After all, we did business well before social media.
But then, we had other ways.
In Chipping Norton where I live, there’s quite a ‘noticeboard’ and business card culture. There are boards in town with loads of leaflets and posters on them. People staple posters to telegraph poles, and they leave flyers and business cards in cafes, or in the entrance ways to gyms, or shops.
That’s the original way of being ‘out there’ - and social media is just a form of that kind of marketing. But it can consume us. When we think ‘Oh, I must post for work’, it’s not always essential.
It can become very addictive, and I know that because I’m on there every day without fail. I would hate for you to take away my Insta.
There is an element of showing off, which I lean into and that’s fine if that appeals to you, too. If that brings more reach and clients, or work your way, that’s no bad thing. But there still needs to be honesty in what you post.
With Belle Gibson, of course, there was a huge lie. The platform allowed her to lean into sharing without anyone really sense checking.
It’s the same today. I see people post something and I believe them - do you? I guess you believe me when I post… I hope so! I really do strive to be honest on social media. The thing is, as a coach, if you’re not, you’ll soon be rumbled. Being all snazzy and jazz hands on social media compared to how you are in real life means that the minute you get on a discovery call with a potential new client, you’re not who they were expecting.
It’s about balance, as always. About posting to be ‘out there’ but not letting it rule your life. And not believing (too much) your own hype. About saying ‘is this content, or actually could I just get on with my day?’.
What about if you’re on the other side - afraid or nervous to even post one thing about you or your work?
The answer on Instagram is to use Stories. They’re like the gateway to posts and reels as they only last 24 hours. That’s where you can practice talking to camera, sharing a photo, letting that feeling of being a ‘show off’ sit for a while.
You may also know me as a LinkedIn fan. And posting on there feels very different to Insta. It can feel super cheesy and corporate. But I would, if you are looking for new clients and/or work and jobs, encourage you to be more active on there and post to share your knowledge and things you find interesting.
You don’t have to be a Belle Gibson, or even a Jenny Holliday. You might just share an article you enjoyed and why it floated your boat.
If the whole idea of being on social media gives you the ICK but you feel it would help your business or career, then give me a shout to set up a coaching session. We can go through the ick, and find out what social you really need and how to go about becoming a bit more active.
Finally, another way to be ‘out there’ is to appear in the press. If you’re keen on that but not sure where to start, feel free to reply and ask me some advice as I’m happy to share.
I am very pleased to have been quoted in two articles this week! First up was the Independent, talking about whether it’s ok to lie on your CV, and secondly Fortune, talking about changing my surname and the impact it can have on your career.
Wishing you all a fab Friday and weekend.
xJenny
P.S. The early bird tickets for the CV workshop for freelance journos and writers will end at midnight tonight (March 7th). BOOK NOW to get your space for £30.