How to Build Your Social Media Strategy and Create Business Aviation Opportunities

It may sound simple, but just scrolling through the jobs listed on LinkedIn is a good way to “take the pulse” of business aviation.

“It’s a safe bet that social media is involved in some way with almost everyone who finds a job today,” said Noah Yarborough, regional vice president, North America at Signum Aviation. “Someone found you, met you, checked you out on social media to see who you are and what your values are.”

“For recruiters like me, LinkedIn is our primary search tool,” said Jennifer Pickerel, president, Aviation Personnel International (API). “When talking to college students, I ask about their social media platforms. A third of them are not on LinkedIn. Do that first. The sooner the better!”

But LinkedIn is not the only social media platform recruiters investigate. “In our vetting process, after LinkedIn, we look for each person on Facebook and Instagram and look at their online presence, especially in their more personal forums,” Pickerel said.

What stands out are extreme opinions openly and overtly broadcast, she said. “Business aviation is an understated industry focused on its mission, and we’re looking for people who demonstrate their self-regulated character. We look at the groups they follow; are their interactions with others an opportunity to be kind or critical, supportive or antagonistic? We don’t judge what they share but rather how they share it.”

Inventory and Assess

To refine and focus your social media strategy, compile a list of all your platforms and “sort them by how much they boost your professional reputation,” said NBAA Senior Manager, Social Media Tressa Mattingly.

LinkedIn, because it’s designed for career and professional development and job searches, should be first. Mattingly speaks from experience – she learned about her current job from a post on LinkedIn.

Quality is more important than quantity. Managing too many platforms takes time that could be better invested in pursuing your business aviation career. Yarborough employs a simple, concise strategy: “LinkedIn for professional development, Facebook for family and Instagram for friends.”

To the best of your ability, delete the extraneous platforms that do not support your business aviation goals. “Then evaluate each of your posts, shares and photos on your surviving platforms and groups you follow and delete anything that does not reflect the image and character you want to project,” said Pickerel.

In other words, said Mattingly, “Delete or edit anything that says, ‘Don’t hire me.’”

Maintaining separate professional and personal accounts on the same platform is a challenge because you really can’t hide anywhere online, said Jason Wolf, NBAA’s senior director of digital content strategy.

“Social media is about being authentic,” Wolf said. “Creating an additional staged version of yourself is counterproductive. Having separate accounts increases the time needed to periodically review your posts and photos.”

Next, assess the security settings for each platform. “The most ignored settings are who can see your posts, share your content or tag you,” said Mattingly. “Review and update these settings regularly, and always follow the golden rule and never assume someone won’t see a post or share.”

Also, tailor your profile to the platform. “LinkedIn is your professional presentation, so you should dress professionally,” said Wolf. “Instagram is more personal, so your photos can show a more casual side of who you are.”

Recruiters have AI tools that scan tagged people for updates, so people should make sure they’re keeping up with their profile, said Pickerel. “When you get a Zoom interview, you don’t want to look 15 years older than your LinkedIn photo. And details in your LinkedIn profile and your resume should match. If they don’t, it is a red flag.”

Positive Participation

A sound social media strategy is not all about posting, said Wolf. “It’s also about listening. Use the platform to follow people and companies you might like to work for. Learn what’s important to them. Join the conversation when you have something to offer, and share and like posts when appropriate.”

“If you’re new to business aviation, get involved with the LinkedIn groups and connect with their members, starting with NBAA’s Young Professionals in Business Aviation – aka YoPros. If you’re a pilot, join the operations group, beyond sharing your aviation-related activities and achievements,” Yarborough said.

Search Bar and Hashtag Tips

LinkedIn’s search bar is an ally for proactive networkers, said Pickerel. “If you want to learn about the culture at a particular company, enter the company name and the position you seek. Enter the position you seek, such as pilot, followed by @ a specific company, and it will compile a list of people with attributes. Send them a private message expressing your interests and goals and ask if they would be willing to have a conversation. People are willing to help.”

“Be clear and concise, and avoid jargon unless your audience is familiar with it,” said Mattingly. Include a clear call to action [CTA] if you want your followers to take a specific action.

“It’s best to avoid all controversial topics, and never underestimate the power of a good spellcheck, with the understanding that lingo can be okay where appropriate (as in hashtags),” she said.

Be Careful With Requests and AI

“Be thoughtful and selective when accepting friend requests,” said Pickerel. “You have control over that.” If you don’t know the person, research them before accepting. Networking is about quality, not quantity.

“Lean on artificial intelligence carefully,” said Mattingly. “It’s not always factual.”

Overall, having an active social media presence is a good way to show potential employers you can contribute to the community.