My algorithm knows I’m looking for a job

Can it help me find one?

At the tail end of my digital media degree and having moved to Melbourne three months ago, I am unemployed. Initially I told myself I wasn’t going to rush it, I would focus on landing an internship first. Now that that’s sorted, it’s really time I find a job – a fact my social media feed won’t let me ignore.

I’ve been spending hours scrolling Seek, LinkedIn and FJ’s Careers Page, editing my resume more times than I can count, and applying for everything from retail to social media roles.

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Now, my Instagram Explore Page is made up of artfully designed posts from companies announcing ‘we’re hiring!’, while my TikTok is flooded with unverified career coaches, job boards and portfolio advice. Interestingly, I’m coming across job ads that never even make it to Seek or LinkedIn, it seems these roles are filled on Instagram within days, then the post is archived. 

Brands are recruiting in people’s comment sections, offering up HR email addresses in the hopes of turning a viral video into their latest hire. I see businesses across all platforms claiming to have the ‘hot new guide’ to landing your dream job – if you sign up to their costly newsletter. 

Social media has added a new layer to the unemployed experience. Suddenly, it feels noisier and harder to discern where I should actually be going for career advice. Determined to find a job before next month’s rent is due, I decided to weigh up my options: do I see a careers advisor, seek help from a recruiter, or allow myself to slip deeper into the algorithm?

The rise of career content

I sent a message to my friends’ group chat with a simple question: ‘Has anyone ever seen the careers advisor at uni?’ I  was met with an almost unanimous response. Out of 14 people, just two answered yes.

It seems that university careers services exist in a sort of cultural blind spot. We all know they’re there, but most people I know are getting their career advice online.

For young people entering creative industries, career advice no longer comes from a single source. It comes from TikToks, podcasts, LinkedIn posts, Instagram, AI, group chats, internships and mentors. And unlike traditional career counselling, online career content rarely presents itself as straightforward advice. It’s entertainment. It’s aspirational. It’s aesthetic. Being employable has become less about simply having the skills and more about publicly performing ambition. All of a sudden, everyone has a ‘personal brand’.

My friend Zali runs a local media outlet on Instagram. She tells me she’s found inspiration online that she couldn’t find in formal career counselling. “I’ve seen career advisors both in high school and at uni. But honestly, I found a lot of inspiration from social media, especially seeing creative people forging unconventional paths,” she says. 

For all its downfalls, social media can be really expansive. Creative industries don’t often follow a linear trajectory, and seeing people follow unique or self-made career paths can make the future feel less rigid.

However, there’s a difference between inspiration and actual guidance. Watching someone romantically vlog their fashion marketing internship isn’t the same as learning how to navigate a competitive job market. That’s where more traditional support systems might come in handy.

What does a careers advisor actually do?

Another friend from the group chat, Amalia, has seen career advisors at multiple stages throughout her academic journey. She says one meeting in particular provided clarity around postgraduate study and long-term direction.

“I was given clear instructions on how to move forward,” she tells me. “The advice was helpful, especially when discussing the competitive nature of master’s programs.”

According to Leanne Baker, Senior Manager of Southern Cross University’s Careers and Employability service, that kind of tailored clarity is often the biggest takeaway for students.

“We ask students what they would like to focus on,” she explains. “Common topics include exploring career options, preparing job applications, gaining relevant work experience, or even figuring out whether they’re in the right degree.”

Leanne assured me that students are increasingly engaging with career support throughout their degrees. “Career development is no longer seen as a final-year activity, students are seeking support earlier and more frequently.”

The general consensus among my friends however, was that they weren’t sure if these services catered to creative industries or unconventional career pathways. 

Inspiration vs actual guidance

While social media might offer visibility, recruiters say the realities of early-career hiring are often far less glamorous than TikTok makes it seem. Lauren Dick, Director of Relier Group, an Australian-based recruitment agency specialising in fashion, tells me assistant-level roles are often the most competitive. Which explains why everyone I know is simultaneously interning, freelancing, working retail and trying to maintain a somewhat relevant LinkedIn presence.

Lauren’s advice for standing out? “Build as much experience during your study years as you can. Work the shop floor, internship as frequently as you can and learn about the customer.”

Her biggest tip has less to do with perfectly optimised resumes and more to do with relationships. “Your network is your net-worth,” she says, which, admittedly, sounds like a catch-phrase I’ve heard repeatedly from online career gurus, but might also be true. According to Lauren, finding mentors and building relationships in the workplace can have a huge impact in the long term.

The AI question

Then there’s AI, the newest and perhaps weirdest addition to the current job search process. People are using AI to write cover letters, practice interview questions, rewrite resumes and prepare salary negotiation scripts. I’d be lying if I said I hadn’t consulted ChatGPT for a proofread once or twice. At the same time, employers are using AI to filter applications before a human even sees them. 

Lauren doesn’t think AI is inherently bad but says it works best as a refinement tool, rather than a replacement for original thinking. “AI should be used to finesse your application, not create it,” she says. “Especially in creative industries, employers can recognise generic phrasing immediately.”

Because despite all of these technological shifts, individuality still matters. Employers are increasingly viewing social media profiles as extensions of a candidate’s personality. “Brands absolutely look at your profiles before interviews,” Lauren says. “They want to know how you present yourself publicly.”

After speaking to students, recruiters and careers advisors, I still don’t know where the ‘best’ place to get career advice is. Maybe that’s because there isn’t one answer to that question anymore.

Social media has seriously changed the experience of early-career uncertainty. We’re no longer just looking for jobs, we’re watching everyone else build their careers online while we try to navigate our own. There’s a lot of smoke and mirrors. Maybe the hardest part isn’t figuring out what advice to follow – but how to hear your own thoughts amidst all of the noise.

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