Employment: making the most of your networks, but which ones?

Leveraging a network can be a highly effective strategy in the professional world: economic studies indicate that 30% to 50% of jobs are secured through social connections. Yet understanding which networks to rely on is crucial when looking for a job. According to economists Sofía Ruiz-Palazuelos, María Paz Espinosa, and Jaromír Kovářík, broader networks of acquaintances are more effective than close-knit circles of friends—an intriguing finding that serve to challenge common assumptions.

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Landing a job is rarely as straightforward as crossing the street. To succeed, jobseekers must adopt a variety of strategies, such as reaching out to potential employers, refining their applications, and leveraging their social networks. These social circles can act as valuable springboards for career opportunities, and many jobseekers will confidently use their contacts. Beyond colleagues, friends also play a pivotal role in spreading job opportunities. However, having a broad network of acquaintances who are disconnected from one another is quite different from maintaining a close-knit group of friends who meet regularly. The relationships we build with others significantly influence the opportunities available to us. A team of researchers highlights how specific types of networks can make the path to employment much smoother.

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Dialoques économiques is a digital journal published by the Aix-Marseille School of Economics (AMU, CNRS, EHESS, Centrale Méditerranée). A gateway between academic research and society, Dialogues économiques provides all citizens with the keys to economic reasoning. Articles are published every two weeks.

Networking, yes, but how?

Platforms like LinkedIn, Facebook, Instagram, and many other social networks have increasingly become tools for recruitment. In 2017, the fast-food chain McDonald's launched a hiring campaign on Snapchat, using 10-second videos of employees highlighting the benefits of working there . With just a few clicks, users could view nearby job openings and apply online. McDonald's isn’t the only company turning to social networks to find employees. As early as 2016, JPMorgan's marketing director told Business Insider, “You have to reach people where they are, and they're on Snapchat”.

Today, nearly 82% of job seekers rely on social networks. However, it’s not just online platforms that can help in finding a job—personal networks of acquaintances also play a significant role. In fact, 30% to 50% of jobs are secured through personal connections with friends or contacts encountered regularly. That said, the quality and structure of these networks can significantly impact the likelihood of landing a job, sometimes in unexpected ways.

With just a swipe of a finger, interested users are directed to the company's application page on Snapchat, where they can quickly view nearby job openings and submit their applications within minutes.

In 1973, American sociologist Mark Granovetter revealed that 16.7% of employees surveyed learned about job opportunities through close friends, while 83.4% discovered them via distant acquaintances. This unexpected finding inspired economists Sofía Ruiz-Palazuelos, María Paz Espinosa, and Jaromír Kovářík to investigate the influence of social networks on job searches.

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