How social media is changing the job market: From viral LinkedIn posts to career opportunities

When Melbourne creative Rose Callahan nearly lost her job years ago over what she described as a “bitchy” social media post, she couldn’t have imagined that social media would one day bring unexpected attention and opportunities.

“I almost lost my job because of a bitchy Facebook post,” Ms. Callahan said.

“This was back when we millennials thought we could publish anything we wanted and we didn’t yet know the consequences.”

He added that the incident involved a post about someone he was supposed to be working with at the time.

“I got into a lot of trouble,” he said.

He explained that this experience taught him the hard way that personal posts can have professional repercussions.

Earlier in her career, Ms. Callahan worked on The Kyle & Jackie O Show, writing content for the popular radio program. He also ran a website covering entertainment news, gaining experience in media, copywriting and content creation, which would later inform his creative work in social media and advertising.

More than a decade later, the online world he once viewed as a burden was occasionally opening the door to unexpected opportunities.

After finding himself on the job market again, the 42-year-old comedian and copywriter decided to poke fun at LinkedIn’s “open for business” badge, and his tongue-in-cheek post went incredibly viral.

“I spent nine hours designing this because I wanted it to look exactly like the real thing,” he said.

“I posted it and within an hour I knew it was taking off. Then it snowballed in every time zone… 8.5 million views later and I started getting messages from Apple, Tesla, and hundreds of others. It was truly overwhelming.”

His post struck a chord at a time when mass layoffs are sweeping the tech industry.

The job market is becoming increasingly flexible yet competitive; Temporary roles are increasing and permanent positions are becoming harder to secure.

“This speaks to the stress people feel when applying for jobs,” Ms. Callahan said.

“People were messaging me and saying it made their life better. I guess they just needed a laugh.”

Ms Callahan’s experience reflects a broader trend highlighted in JobAdder’s 2025 benchmarking report.

JobAdder, a recruitment platform powered by Seek, found that social media surpassed job boards as the best way for recruiters to find candidates, with 29 percent of recruiters ranking first, compared to 25 percent for job boards.

According to JobAdder managing director Martin Herbst, recruiters are now focusing on building relationships rather than just posting ads.

“This trend shows that your online footprint can make or break your next opportunity,” Mr. Herbst said.

“Recruiters tell us that LinkedIn profiles on Instagram feeds are becoming as important as your CV.”

According to research, social media allows recruiters to engage with a more diverse audience and maintain long-term connections, building ready-made networks when the right role arises.

The report also highlights a major shift in the type of work on offer. Temporary and contract roles are now standard at 81 per cent of Australian recruitment agencies; this is more than twice the rate in the UK; This reflects a market where flexibility is increasingly important for both employers and job seekers.

For Ms. Callahan, the power of social media brings both opportunity and exhaustion.

“I don’t think it should be this way,” he said.

“People’s skills and experience should speak for themselves. I’ve been working in social media for years, I’m tired of constantly building an audience on platforms that change every few months. I just want to get back to basics.”

Her viral post sparked a flood of international offers, but she ultimately opted for a part-time job closer to home.

“I was approached by all these great companies but I just wanted something that fit my life, a two-day-a-week job in Melbourne,” he said.

“He ticked all the boxes.”

He now uses what he learned to help others navigate LinkedIn; According to him, it is a platform that does not yet know whether to take itself seriously or not.

And while he jokes about “inventing posting on LinkedIn,” he’s quick to warn others that success on social media isn’t something you can manufacture.

“You can’t really plan to go viral,” he said.

“Sometimes you come up with a stupid idea, spend a lot of time on it, and it works. That’s the thing about social media…it’s luck, timing, and a little bit of human connection.”

Behind the scenes, technology is also changing the way opportunities are discovered.

AI tools are now used by 81 percent of recruiters and help manage high volumes of applications, speed up candidate screening, and reduce time spent in limbo.

Mr. Herbst explains that AI takes over administrative tasks, allowing recruiters to focus on building trust and finding the right person, while job seekers can use it to improve applications without losing originality.

The report also draws attention to the increasing pressures in the market; candidates expect more personalized, faster feedback, while clients demand higher quality shortlists.

To meet these demands, recruiters rely on technology and automation, balancing efficiency with the human touch.

For job seekers like Ms. Callahan, this balance is more important than ever.

“I think people want to connect with something real,” he said.

“If you’re genuine, funny, or just being yourself, social media can help you with that. That’s how people react.”