This as-told-to essay is based on a conversation with Erin McGoff. It has been edited for length and clarity.
I’ve always been the friend whom people turn to for career advice. As a freelance film editor, I had to network my way into a super competitive industry. That meant I acquired a lot of experience in being hired and hiring others to work with me.
During the pandemic, my documentary film work came to a screeching halt. Like many people, I downloaded TikTok, and one day, on a whim, I decided to make a video with career advice. I focused on the most dreaded interview question — “Tell me about yourself.” I gave interviewees simple advice: give one sentence about your past, one about your present, and one about your future.
When I woke up the next day, the video had tons of views, and I was flooded with messages. I was terrified; I didn’t want to be an influencer. It was hard enough being a young woman in film, and I thought people would take me less seriously if I was on social media a lot. So, I deleted the app.
I liked that social media let me reach my audience directly
Around that time, I got a contract with National Geographic to help launch their TikTok. I was also feeling jaded with the film industry. I was sick of begging for permission to tell the stories I wanted to tell.
I started seeing TikTok as a way to reach my audience directly and do something good. My goal with film has always been to make the world a better place. I realized that documentary filmmaking is a really difficult way to do that, but social media was much more immediate.
So, in 2022, I left National Geographic and began making TikTok my full-time focus. I was able to do that in part because of the financial security of having a husband with a job. From the start, I treated social media like a business, and I’ve been successful because of it.
Research and real-world experience with jobs don’t always line up
Today, my audience is mostly women, ages 18 to 40. I give them advice on everything from answering interview questions to dealing with a toxic boss to telling your employer you’re pregnant. That one is appropriate, since I’m expecting my first baby.
I spend hours researching job trends, but I also hear directly from my audience, who are constantly messaging me. Because of that, I feel like I really have my pulse on the job market: what the data says, and what people are really experiencing. Sometimes those things line up, but sometimes they don’t.
Include AI on your résumé and update LinkedIn
Right now, many people are having a hard time getting hired. There’s a lot of uncertainty in global markets and AI, so companies are being extra cautious about filling roles. This is compounded by our broken hiring system: AI-generated résumés mean employers are inundated, and there’s little way to differentiate between candidates.
While AI has some negative impacts, I think it’s key that people looking for jobs embrace it. I recommend listing your AI skills on your résumé, the way people used to list Microsoft Word on their résumés. It’s a value signal, showing companies that you’re willing to use AI to help them get more work done.
LinkedIn is also really important right now. Hiring managers are turning there to confirm that their applicants are real people — so definitely update your LinkedIn.
More people are interested in self-employment
Despite giving career advice, I often joke that if you spend enough time with me, I’ll convince you to quit your job. There’s a lot of power in being self-employed, and I believe the most stable job is working for yourself. That’s why I’ve intentionally set up my career this way.
I’m seeing moms, in particular, searching for remote, hyper-flexible jobs. Throughout history, mothers have always been the most tenacious, adaptable businesspeople. I think AI might be the best thing that’s ever happened to moms, because it will broaden self-employment options. Of course, being self-employed isn’t for everyone, and that’s fine too.
Whether you want to work for yourself or someone else, stay positive about your career. There’s a bit of a doom loop happening with hiring right now. I understand that, because we’re in the sticky middle with AI, it doesn’t work particularly well yet, but it’s still affecting our jobs.
And yet, if you get off social media and into the real world—including your professional network—you’ll find opportunities are still available.
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